Optimal Online Selling Platforms Guide

Are you unsure about where to sell products online for the best results? Our online marketplace guide can help! Learn about top platforms like Amazon and Walmart Marketplace, and get tips for successful online selling. Keep reading to find the perfect place to sell your products online today!

How to Sell Products Online in 2024: 6 Easy-to-follow Steps

How to sell products online in 2024

Looking to sell your products online but not sure how to start? Here are six steps to guide you:

1. Choose what products to sell

Before you begin selling online, it is essential to create a plan and choose the items you want to sell through an online store.

Consider what products will work well online if you already have a well-established store. If you are a beginner, consider your options based on demand, potential profits, and personal interests.

You can try different tools online to see what people want and get ideas for selling items. Let’s take a look at some good tools you can use:

Google Trends: Google Trends shows how popular search terms are over time. You can use it to find trending searches and jump on product trends early.

Other keyword research tools: Besides Google Trends, you can try tools like SEMrush and KeywordsFX. These tools help you find popular keywords and related terms for product ideas.

Social media: Check social media, forums, and review sites to see what products people discuss. Look for problems people mention that a product could solve.

Competitor research: Look at what other online stores and giant brands are selling. Explore trending pages on sites like Amazon and eBay to spot product trends.

It’s essential to check how much you might earn from your products. See what similar products are selling for and figure out your production and distribution costs. Also, think about what products you enjoy selling to stay motivated while selling online.

2. Build a business plan

Every business needs a precise strategy, including those utilizing online platforms. A detailed business strategy will help you establish how to sell products online and achieve your objectives.

Several factors need critical consideration, including:

Your goals: Decide what you want to achieve and set measurable goals to track your performance.

Your competitors: Check out your competitors and observe what they are doing. This will help you determine how to sell your products online and what problems you might encounter.

Your audience: Figure out who the target audience will be. You’ll want to personalize your products, website design, and marketing for your potential customers.

3. Decide where to sell products online

Once the inventory is established, it’s time to where to sell online.

In 2024, whether you sell on your website or a top online marketplace, you will have more possibilities for diversifying your selling channels.

PixelCrayons can assist you in selecting which selling platform is most appropriate for your business. Contact our ecommerce specialists to learn more!

4. Build your online store

Next, you can start creating your online store and adding products to sell.

If you choose an online marketplace, you must make an account and set up your page.

Those opting to sell on their website should choose a domain name that suits their brand and is easy to remember. Platforms like Shopify can help set up online shopping quickly, which is helpful for those without much technical knowledge.

Refer to the section below on where to sell online for platform-specific guidance on setting up your online store.

Running your online store or selling on an ecommerce platform needs regular updates and improvements. We suggest teaming up with an ecommerce agency like PixelCrayons for top-notch outcomes.

5. Set up ecommerce functionalities and processes

There are many things to think about when selling online. Before starting your online store, you must plan and prepare different parts of your website. These parts include:

Payment processing

To begin selling online, you’ll have to arrange payment processing. You have many choices for taking online payments, such as setting up a merchant account or using a service like PayPal, Square, or Stripe.

Your choice of platform for selling online will also influence the payment solution you go for.


Another important thing is to figure out how you will send orders to customers and how much it will cost you. Different countries have shipping options, such as USPS, FedEx, Canada Post, Royal Mail, and AU Post.

Please remember that while free shipping can attract consumers, you must also evaluate the cost.

Some platforms, like Amazon, provide shipping services to boost your sales. Therefore, explore all available options and rates before deciding where to sell products online.


You must ensure customers can pay securely online wherever you sell your products. Choose a trusted payment system and ensure your website has an SSL certificate for added security.

Policies and documents

You should have different documents on your ecommerce site, such as:

Terms of Use: This document sets rules for using your site and protects your business legally.

Privacy Policy: It also safeguards your business legally and builds trust with users.

Return Policy: This document outlines rules and procedures for product returns. A clear return policy builds trust and boosts sales.

Licenses: Make sure you have all the right licenses for your business. Consider checking your local, state, and federal laws to decide which licenses you need.

Customer Service: Make sure your consumers know how to reach you and how you will handle customer care issues.

6. Promote your online business

To make your online business successful, you need to let people know about it. Even if your website and products are amazing, you won’t get sales without promoting your business correctly.

This includes optimizing your website and promoting it so that customers can find you easily and make purchases.

Marketing plays a big role in selling things online. Investing in digital marketing services such as SEO and website maintenance is important. These services help your website succeed in the long run.

Where to Sell Online – Best Online Marketplaces

Where to sell online: Inside the 11 best online marketplaces

Now that you’ve learned about selling online and the top online selling sites, let’s dive deeper into where and how you can sell your products on each platform. Use the links below to navigate directly to your preferred online selling platform.

  • Amazon
  • Walmart Marketplace
  • Shopify
  • eBay
  • Etsy
  • Sears Marketplace
  • Alibaba
  • Rakuten
  • Facebook Marketplace
  • Your website

1. Amazon Marketplace

Amazon Marketplace is at the top of our list as the best platform to sell products online in 2024.

Over 1 million small and medium-sized businesses sell on Amazon Marketplace in the United States alone.

Selling your product on the platform is simple, and Amazon Marketplace helps sellers quickly reach a wider audience.

How to sell on Amazon Marketplace

Want to start selling on Amazon Marketplace? Let’s see how to get started:

Decide what you want to sell. Amazon has around 40 product categories and ten more for Professional Sellers.

Choose a selling plan. Amazon provides two choices for sellers, which we will discuss below.

Create an account. To create an account, visit Seller Central, Amazon’s online interface for managing seller accounts.

List your products. Individual sellers can add products one by one. The Professional plan allows you to add products in bulk.

If you have already listed products on Amazon.com, you must indicate:

  • Product quantity
  • Shipping options
  • Product conditions

If you want to add items unavailable on this platform, you must find their UPC/EAN and SKU codes and provide product details, such as names and descriptions.

Start selling. You will receive payments directly to your bank account and get an email notification once payment is sent.

Ship your products. Amazon will inform you when an order is placed. You can opt for Fulfillment by Amazon (FBA) for shipping or handle shipping yourself.

Get paid. Amazon deposits payments into your bank account regularly and notifies you upon sending.

Cost of selling on Amazon Marketplace

Individual plan: $0.99/item sold
Professional plan: $39.99/month

The Individual plan requires sellers to pay $0.99 for each item sold and additional selling expenses.

The Professional plan allows you to sell unlimited products for $39.99 monthly, plus additional selling costs.

If you sell just a few items monthly, the Individual plan may suit you. However, the Professional plan is for those with more products to sell.

Amazon ad options

Amazon offers multiple ad options to help sellers reach more consumers and maximize online sales.

They include:

Sponsored Products: These ads help products stand out on search pages and product listings.

Sponsored Brands: Promote your brand with logo-inclusive ads, enhancing brand recognition.

Sponsored Display (beta): Reach potential customers across Amazon and external sites with targeted ads.

Stores: Create engaging multi-page stores on Amazon to build customer loyalty.

Display ads: Showcase your brand or products on various platforms for broader visibility.

Video ads: Engage audiences with videos on Amazon and other online platforms.

Custom ads: Tailor ad experiences to enhance brand visibility and customer engagement.

Amazon DSP: Access advanced ad-buying tools for placements across Amazon and external sites.

Amazon shipping options

You have two options for shipping your Amazon Marketplace products:

  • Fulfillment by Amazon (FBA)
  • Merchant Fulfilled Network (MFN)

Fulfillment by Amazon (FBA)

Fulfillment by Amazon (FBA), which allows you to deliver your products, is an important benefit of selling on Amazon Marketplace.

FBA allows you to pay to store products in Amazon’s fulfillment centers. When a consumer orders your FBA goods, Amazon receives the information, selects the stock from the shelves, packs the item, and ships it.

Amazon offers customer care for all FBA products.

FBA fees are based on the size and weight of the items sold. Amazon also charges short- and long-term storage fees, so products that remain in FBA inventory for an extended period will cost you extra.

The key benefits of FBA are:

  • Enjoy free shipping benefits: FBA items qualify for Amazon Prime’s quick and free two-day shipping and complimentary shipping on applicable orders.
  • Streamlined customer service: Amazon handles customer queries and product returns for FBA items.
  • Exclusive programs to boost sales: FBA Subscribe & Save, FBA Small and Light, Multi-Channel Fulfillment, and FBA Export offer sellers tools to maximize sales and encourage repeat business.
  • Efficient business management tools: FBA sellers can access optional services such as product preparation, labeling, repackaging, and Amazon-partnered shipping options.

How to Get Started with FBA

To begin using FBA, follow these steps:

  • Set up FBA. If you already sell products online on Amazon, simply add FBA to your account.
  • Create product listings. You can add products to the Amazon catalog individually, in bulk, or by integrating your inventory management software with Amazon’s API.
  • Prepare your products. Check Amazon’s packaging and preparation standards to guarantee that your products arrive at the fulfillment center securely.
  • Ship your products to Amazon. Lastly, create your shipping plan, print your Amazon shipment ID labels, and send your products to the appropriate fulfillment centers.
  • If you want to convert existing inventory to FBA, you can:

Go to the “Manage Inventory” section and pick the products you’d like Amazon to handle.
From the “Actions” menu, choose “Change to Amazon’s Fulfillment” for those items.

You’ll have two choices: “Send Inventory to Amazon” to start preparing your shipment immediately, or “Convert Only” if you plan to add more products later.

Merchant Fulfilled Network (MFN)

If you prefer not to use FBA, you can use the Merchant Fulfilled Network (MFN) or Fulfilled by Merchant (FBM) to ship products.

You can ship items directly from your home, business, or warehouse with MFN. However, you’ll be responsible for stocking, packing, shipping, and customer service.

Now that you know how Amazon Marketplace works, you might wonder whether selling on Amazon or your website is better. Let’s explore the pros and cons of selling on Amazon Marketplace.

Pros and cons of selling on Amazon vs. your website

Let’s start by discussing the key benefits of using Amazon Marketplace for online selling:


Quick Start: Amazon Marketplace lets you begin selling online swiftly without needing a website. You can manage everything conveniently through Seller Central.

Tap into Amazon’s Traffic: Amazon receives over 150 million unique monthly visitors in the U.S. This platform can help you reach a larger audience than starting a new website or not using SEO services.

Simplified Fulfillment: Amazon’s FBA service streamlines inventory management and shipping, easing the burden of order fulfillment for sellers.

Protect Your Brand: The Amazon Brand Registry helps safeguard your products from counterfeit sellers, ensuring your brand’s integrity and reputation.


Selling on Amazon comes with specific challenges. Here are some things you need to consider:

Competition: Amazon has a vast audience, which also means more competitors. You’ll need strategies like Amazon SEO to stand out and attract buyers.

Pricing: With increased competition, you must monitor your prices closely. If others offer similar products for less, you might lose sales.

Fees: Amazon charges monthly and selling fees, impacting your profits.


Looking to increase your online sales super-fast? Amazon is a great choice for small and medium-sized businesses offering various products such as clothing, home items, electronics, and more!

2. Walmart Marketplace

Walmart Marketplace ranks second on our list of online marketplaces.
Every month, about 100 million people visit Walmart.com in the U.S.

Selling on Walmart Marketplace can quickly expand your reach, boosting product sales.

How to sell on Walmart Marketplace

To start selling products on Walmart Marketplace, follow the steps below:

  • Fill out an application with details about your business and products.
  • Sign the Retailer Agreement with a Walmart representative.
  • Complete your seller profile and link a payment account.
  • Finish onboarding by choosing an integration method, adding products, and testing orders.
  • Get approval from Walmart after a final review to start selling live.

Cost of selling on Walmart Marketplace

Walmart doesn’t ask for monthly fees, but sellers should know about referral fees ranging from 6-20% for different product categories. For instance, apparel sellers pay a 15% referral fee. Review the Product Categories and fees in your Walmart Marketplace Retailer agreement before selling on Walmart.com.

Walmart Marketplace ad options

Marketplace sellers on Walmart can utilize the Walmart Sponsored Products program, provided they meet a $1000 monthly ad spend requirement. This program enables sellers to craft native ads visible in search results, item pages, and more. By leveraging Walmart’s Sponsored Products program, sellers can enhance product visibility through targeted ads. Like pay-per-click (PPC) ads, payment is based on customer clicks, optimizing ad performance with Walmart’s internal algorithms.

While sellers can handle their ad strategies themselves, Walmart provides ad management services for campaigns with budgets over $25,000.

Participating in Walmart’s Sponsored Products program needs approval and onboarding from the Walmart Media Group.

To begin advertising on this platform, follow these steps:

  • Share your company details to confirm eligibility.
  • Once approved, you’ll receive confirmation of successful onboarding.
  • Access advertising.walmart.com to launch your advertising campaigns.

Walmart Marketplace shipping options

Walmart Marketplace provides five different shipping methods for your convenience.

  • Value
  • Standard
  • Expedited
  • Next Day
  • Freight

Sellers on Walmart Marketplace manage their profiles on Seller Central by choosing carriers, shipping rates, and methods. They must ship orders using unbranded packaging and cannot include materials from other companies except Walmart. The platform offers a two-day delivery option, which is enticing for buyers. To learn more, review Walmart Marketplace’s shipping guidelines.

Pros and cons of selling on Walmart Marketplace vs. your website

Let’s explore the advantages and disadvantages of selling on Walmart Marketplace compared to your ecommerce site.


No Monthly Fees: Unlike other online selling platforms, Walmart doesn’t charge sellers monthly, setup, subscription, or listing fees.
TwoDay Delivery Access: Sellers on Walmart Marketplace can utilize the platform’s TwoDay Delivery program, which enhances value and encourages customer orders.
Broad Audience Reach: With 100 million unique visitors monthly, Walmart.com offers access to a large consumer base, potentially increasing sales for your business.


You need to pay referral fees: Although Walmart doesn’t charge monthly payments, they take a cut from each sale, which can be as high as 20%. This affects your profits.
Competitive pricing is a must: Your product prices must be competitive to attract customers among Walmart’s vast offerings and other competitors.
Branded shipping is restricted: Walmart’s policies don’t allow branded shipping materials, impacting your branding strategies while selling on their platform.


Are you looking to grow your online sales and simplify shipping? Walmart is great for selling clothes, beauty items, electronics, groceries, and more!

3. Shopify

Next, let’s talk about Shopify, one of the top online marketplaces in 2024. Shopify is a complete ecommerce platform that helps you start, grow, and manage your business all in one place.

How to sell on Shopify

Here’s a step-by-step guide on how to start selling online using Shopify:

Begin by setting up your Shopify account. You can easily create your account and start a free 14-day trial by visiting Shopify’s website.
Next, enter your domain address.

By default, your domain will be in the format “examplestore.myshopify.com.” However, you can buy a custom domain or connect an existing one to make it “examplestore.com.”

Choose a Shopify theme that suits your store. There are both free and paid themes available. Customize your chosen theme to give your storefront a unique look.

Start adding your products. If you have fewer than five products, you can manually add them by providing product details like names, descriptions, types, and images. You can also upload products in bulk using a CSV file for more extensive inventories.

Enhance your store’s functionality by installing apps and integrations from Shopify’s extensive library. These integrations can help expand your business and increase sales.

Lastly, optimize your website for better performance. Consider utilizing SEO techniques, building an email list, and leveraging social media services provided by companies like PixelCrayons to improve conversions and reach a wider audience.

Cost of selling on Shopify

Shopify offers sellers a free 14-day trial, so there is no need to provide a credit card when signing up for the platform.

When your free trial finishes, choose a price plan that fits your budget and business objectives.

There are five plans to choose from.

  • Shopify Lite: $9/month
  • Basic Shopify: $29/month
  • Shopify: $79/month
  • Advanced Shopify: $299/month
  • Shopify Plus: Custom pricing

Small and medium-sized businesses often choose Shopify or Advanced Shopify plans, which cost between $79 to $299 per month. Shopify Plus is available for larger companies, but you must contact Shopify for a personalized quote. Another option is the Shopify Lite plan, priced at $9 per month, which enables selling on Facebook and managing customer interactions through Facebook Messenger. This plan allows adding products to a website or blog and accepts credit card payments.

Shopify ad Options

Like Amazon, Shopify provides sellers with a variety of personalized advertising options.

Google Smart Shopping

Shopify is among the first platforms to use Google’s new Smart Shopping campaigns. This integration lets Google fetch product details from sellers’ stores. Google then generates and displays ads across various platforms like Google Search, Gmail, YouTube, and Google Display Network. This seamless integration leverages Google’s Smart technology to analyze results and optimize campaigns automatically, helping you make the most out of your paid ad budget.

Facebook Carousel ads

Apart from Google ads, Shopify sellers can also create Facebook Carousel ads directly on Shopify. These ads showcase up to five products or images, enhancing customer engagement and increasing awareness of your products. Additionally, you can conveniently monitor the performance of your Facebook ads within the Shopify platform.

Shopify Shipping Options

Shopify Shipping helps sellers with discounted shipping rates and labels from various shipping carriers, depending on their subscription plan.
In the United States, sellers can use USPS, UPS, and DHL Express for shipping.
Canadian sellers can utilize Canada Post for their shipping needs.

Let’s take a quick overview of the process:

  • Pick the shipping companies you want to use during checkout.
  • Customers pick their shipping options and speed during checkout.
  • Get paid for orders and shipping expenses.
  • Complete the order in Shopify and print the right shipping label and packaging.
  • Deliver the package to the carrier or arrange for a pickup.

Shopify Shipping provides various tools to assist with shipping through your Shopify admin. For instance, you can buy and send return labels to customers. American sellers can also plan pickups for packages. You can plan a pickup through your Shopify admin if you get UPS or DHL Express labels via Shopify Shipping. When using Shopify Shipping, note that shipping label costs are based on product and packaging weight. You can input this data easily in your Shopify admin and buy and print shipping labels. The final shipping charges rely on distance and customer delivery preferences.

Pros and cons of selling on Shopify vs. your website


Creating a store is easy and quick with Shopify: Its interface is designed for people not very good with technology, so you can start selling without problems. You can also use your domain name with Shopify.
You can change your store’s appearance: Shopify’s tools and themes let you personalize your online store. Make it match your brand and help people know more about your business and what you sell.
You don’t need to update software or servers: Shopify is online and hosted, so you don’t have to consider updating or managing software or servers. You can also work from anywhere with an Internet connection.


  • You need to pay fees: Shopify requires sellers to pay monthly fees like other platforms. Your decision to start your website or enhance an existing store depends on your objectives and financial plan.
  • Your content features are basic: Content marketing significantly expands your customer base and boosts sales when promoting your products. Although Shopify has integrated blogging tools, its features are quite basic compared to WordPress for posting.

Looking for a simple interface that helps you increase sales online? Shopify is an excellent choice for small and medium-sized businesses with different products!

4. eBay

The next top online marketplace to look for in 2024 is eBay. This platform allows consumers to buy and sell everything, from cars to electronics, sporting goods, and more. Moreover, it generates $35 billion in domestic sales each year and is a global household name.

How to sell on eBay

To begin selling your items on eBay:

  • Create your account. Sign up for an eBay account to start selling your product.
  • Navigate to “Sell.” Click “Sell” at the top of any eBay page or go to Sell your item.
  • List products. Create and publish your product listings.
  • Confirm your details and start selling. You can set up a way to pay eBay fees automatically during this stage.

Cost of selling on eBay

Individual eBay sellers can expect to pay several fees. It includes insertion and final value fees.

Insertion fee

eBay sellers can list up to 50 items monthly without paying any fees. However, if you go over this limit, you will be charged for each listing. These charges include:

Fees for each listing and category.
Fees for the initial listing and each time you relist an item.
Fees for duplicate auction-style listings of the same item.
One-time fee for listings with multiple items.

Final value fee

When you sell something on eBay, there is a final value fee. This fee is a percentage of the total money the item sold for, including shipping and handling fees. The amount you pay for this fee depends on certain factors:

  • Item price
  • Item format
  • Item category
  • Additional listing upgrades
  • Seller conduct and performance

eBay Stores

Sellers can open an eBay Store to receive lower fees and more free listings every month. Store owners get extra tools to manage and promote their businesses. To start, you need an eBay seller account with a payment method. To open a store, follow these steps:

  • Go to “Account” in My eBay.
  • Click on “Subscriptions.”
  • Choose “Select a Store.”
  • Pick the Store type and click “Select and review.”
  • Choose the subscription term and name your Store.
  • Click “Submit order” to buy the Store subscription.

eBay’s store subscription plans range from $4.95/month (with a one-year plan) to $2999.95/month (with a one-year plan).

When opening an eBay store, you can choose from the following plans:

  • Starter: $7.95/month, $4.95/year
  • Basic: $27.95/month, $21.95/year
  • Premium: $74.95/month, $59.95/year
  • Anchor: $349.95/month, $299.95/year
  • Enterprise: $2999.95/year

Look at eBay’s Store subscription fees to compare options and choose the right one for your business.

eBay ad options

eBay also helps sellers meet specific objectives with ads.

These goals include:

Drive brand awareness

Build brand awareness for your business with these eBay ads:

  • Home Page Takeover: Get valuable placement on eBay’s home page.
  • Super Nova Takeover: Get high-impact placements across eBay’s top pages for a day.
  • eBay Audience Platform: Display and Video
  • solutions: Reach more customers across partner sites and use eBay’s data to improve ads.

Drive consideration

Make your customers think about your brand and products with these eBay ads:

  • Category Homepage Takeover: Make shoppers notice your brand as they browse eBay.
  • My eBay Billboard: Engage shoppers with personalized billboard ads.
  • Checkout Success Page: Connect with customers ready to make a purchase.

Drive conversions

These eBay ads can help you increase sales and satisfy customers:

  • Search Results Page: Encourage action from shoppers searching for products.
  • Order Details Page: Reach customers at the point of purchase.
  • Promoted Listings: Get your products seen on eBay’s popular pages.

eBay shipping options

When selling on eBay, you must follow these steps to ship products:

  • Set up your shipping options
  • Print your shipping labels
  • Pack sold items
  • Track products

Sellers on eBay can attract buyers with Fast ‘N Free shipping. To qualify:

  • Both seller and buyer must be in the 48 U.S. states.
  • eBay estimates delivery within four business days based on handling time, chosen delivery service, location, and buyer’s address.
  • Free shipping must be the default option.
  • Local pickup or freight can’t be the first choice.
  • The listing can’t be in Classified Ad format.

With Fast ‘N Free shipping, if an item arrives late, eBay offers:

  • Reimbursement for shipping costs
  • Voucher for future eBay purchase
  • Free return label if returns are accepted

If you’re unsure if selling on eBay is right, here are some pros and cons.

Pros and cons of selling on eBay vs. your website


You can start selling fast: eBay is a good option for starting to sell products online quickly. The platform lets you set up shop and quickly gain product traction.
You have access to a large audience: eBay, the second-largest U.S. marketplace, receives 106 million unique visitors monthly. Selling on eBay gives you access to a large market of consumers ready to purchase from you.


  • Selling on eBay costs money: Sellers have to pay a monthly fee for an eBay store or fees for listing and selling items individually. These expenses can increase quickly, so consider your budget and profits before selling.
  • Expect strong competition: Many sellers are on eBay, which means you’ll have a lot of competition. You need to make your listings special to get noticed by buyers and make more money.
  • Manage your store: Unlike Amazon, which helps with shipping and returns, eBay sellers need to handle everything themselves, such as listing items, managing inventory, shipping products, and more.


Want to reach a large audience? eBay is a good option. You can sell various products, from electronics to second-hand items!

5. Etsy

The top online marketplace in 2024 is Etsy. It’s a place where people can buy and sell handmade products, vintage, and craft supply goods. It’s great for sellers who focus on these things. With 39.4 million active buyers, you can reach more people and sell more stuff on Etsy.

How to sell on Etsy

To open an Etsy shop, follow these steps:

  • Sign up to sell: Make sure your products meet Etsy’s Seller Policy.
  • Set your preferences: Choose your shop’s language, country, and currency.
  • Enter your shop name: Pick a name that shows your business and brand.
  • Stock your shop: Start listing products and services you want to sell.
  • Choose payment method: You can get paid through Etsy payments, PayPal, check, or money orders.
  • Add a credit card: Depending on where you live, you might need to enter a credit card to open your shop.
  • Customize your shop: Write a bio, set policies, make shipping profiles, and use Etsy’s social media tool.
  • Once your shop is open, you can start selling!

Once your shop is open, start selling your products!

Cost of selling on Etsy

How much does selling things on Etsy, an online selling platform cost? Here are the fees Etsy sellers need to know about:

Listing fee: $0.20 for each item listed.

Auto-renew fee: $0.20 per item when it’s automatically renewed every four months.

Multi-quantity fee: $0.20 for each extra item sold together in one transaction.

Private listing fee: $0.20 for private listings.

Shipping label fee: Varies based on the shipping label options chosen.

Shipping transaction fee: 5% of the shipping costs listed for an item.

Transaction fee: 5% of the total item costs (including shipping and gift wrap) in the listing currency.

Square manual fee: $0.20 per transaction for in-person sales using Square, not synced from the Etsy shop inventory.

Check out Etsy’s complete list of selling fees to learn more.

Etsy ad options

Etsy lets sellers promote items on the Etsy site, including in search results and on Google.

Here’s how to start with Etsy ads:

  • Go to Etsy’s Shop Manager.
  • Click “Marketing.”
  • Click “Advertising.”
  • Set your daily budget (the most you’ll spend on ads daily). Etsy’s default minimum daily budget is $1.
  • Click “Start advertising.”

By default, ads include all your listings. To change this:

From Advertising, click “Change advertised listings.”
Choose only the listings you want to advertise.
Select “Save changes.”

You get paid when someone clicks your ad on Etsy. Etsy calculates your total cost-per-click (CPC) daily and adds it to your payment account.

Etsy shipping options

Etsy makes shipping easy and affordable for sellers with calculated shipping, shipping labels, and tracking.

  • Etsy sells shipping labels for USPS, FedEx, and Canada Post directly from your shops.
  • You can save up to 30% on shipping costs with Etsy Shipping Labels.
  • The item is automatically marked as shipped when you buy a shipping label from Etsy. You can print the label, pack the item, and send it.

To start shipping on Etsy:

  • Make shipping profiles to add shipping costs to items automatically.
  • Add tracking options to reassure customers.

Pros and cons of selling on Etsy vs. your website


You can reach a niche audience: If you sell vintage, handmade, or craft supply items, Etsy can help you find your target audience. The platform focuses on a particular group, so chances are high that your audience visits Etsy to find what you sell.
You have streamlined shipping options: Etsy simplifies shipping for your packages and products. If you’re concerned about shipping costs, you can use Etsy’s discounts to make shipping less stressful.


You have to pay fees. Calculate your budget and profit margins to ensure you earn money from using Etsy.
You have limited ad options: Etsy’s ads have limited options compared to other platforms. If you want simple ads, Etsy can work. But for better results, you might need more advanced ad options.


Do you want to sell to specific groups and have easy shipping? Etsy suits people who sell handmade, old things and craft supplies! Start Selling on Etsy

6. Sears Marketplace

Another place online is Sears Marketplace. Small businesses can sell on Sears.com and in Sears stores.

There are many Sears.com members, so you can reach many shoppers who are ready to buy.

How to sell on Sears

To start selling on Sears.com, follow these steps:

  • Provide information about your business and products in your Sears Marketplace application.
  • Make sure you have a U.S.-based business address and verify it.
  • Verify your business details, including having an EIN or SSN registered to a U.S.-based address.

Remember that Sears may not respond to incomplete forms or prioritize them for contact.

Cost of selling on Sears

Sellers on Sears.com pay a $39.99 monthly program fee and a commission for each item sold. The commission rates vary from 8% to 20% based on the product category. For example, if you sell clothing, expect a 15% commission fee per product sold. Opting for FBS offers a pay-as-you-go model without long-term commitments. This means you only pay for storage and shipping based on usage. Explore the shipping section for more details on FBS options and pricing.

Sears ad options

Sears offers a platform for sellers to make appealing ads for Sears.com shoppers. With 15 million unique visitors monthly, Sears.com is a valuable place for businesses aiming to increase brand recognition and sales.

Advertising on Sears provides several options, including:

  • Display ads: Connect with your target audience on department and home pages.
  • Featured product ads: Highlight specific products in prominent locations based on shopper searches.
  • Brand showcases: Create multi-channel experiences to attract qualified web traffic.

Sears shipping options

In 2024, Sears ended its fulfillment program, Fulfilled by Sears. While Sears handles your orders, you must ship them yourself. Wondering if Sears is suitable for your sales and shipping needs? Explore the pros and cons of this online marketplace.

Pros and cons of selling on Sears vs. your website

You don’t have a long-term commitment: You can cancel anytime with Sears.com selling and FBS solutions without any obligations. Test this online marketplace for your business.
You have access to a large audience of buyers: Sears.com attracts over 15 million unique visitors monthly, offering quick access to buyers.
You have an easy-to-use order management interface. Thanks to the user-friendly interface, Setting up your account and selling on Sears.com is simple for SMBs.

You have more competition: Selling on Sears.com means facing more competition from similar products and Sears. This requires you to stay vigilant about pricing and optimize listings regularly.
You must have a U.S.-based business address: Sears.com sellers must have a U.S.-based business address; though international options exist, they come with higher entry requirements.


If you want to reach many people who are ready to buy, Sears is a good place for businesses selling appliances, home goods, electronics, and more!

7. Alibaba

Alibaba is a company from China. It offers services like online marketplace, payment, and cloud computing. Even though it’s not from the U.S., we still think it’s worth mentioning because it’s the top online shopping site in China and has a lot of transactions worth a lot of money.

How to sell on Alibaba

To figure out if it’s better to sell on Alibaba or your website, let’s see how to sell on the platform. Start selling on Alibaba with these steps:

Make an account on Alibaba.com.
Begin listing your products. Go to My Alibaba to start.
Secure your trades. Place a Trade Assurance order with online buyers to protect your trades better.

Cost of selling on Alibaba

Alibaba has a Free Membership plan for sellers that allows you to:

List up to 50 products.
Subscribe to Trade Alert to get the latest buyer requests in your mailbox.

Besides the free option, sellers can pay for a Global Gold Supplier Membership for more buyers and trust. Global Gold Suppliers can choose from these packages:

  • Basic: $117 per year, plus a $1000 startup fee
  • Premium: $117 per year, plus a $2800 startup fee

View Alibaba’s packages and pricing to learn more.

Alibaba ad options

Alibaba also provides options for advertising your products on the site. Here’s how to get started:

To start advertising on Alibaba:

  • Sign in to My Alibaba.
  • Click “Display New Products” in the “Products” section.
  • Enter your product name and click “Search.”
  • Choose the category and proceed.
  • Fill out the form and click “Submit.”

Global Gold Suppliers on Alibaba can post unlimited products. Additionally, you can advertise in Trade Alert emails, which provide updates on trending products, buying requests, and supplier information.

To advertise via Trade Alert emails:

  • Sign in to My Alibaba.
  • Click “Display a New Product” in the “Products” section.
  • Fill out the form and click “Submit.”

Alibaba shipping options

Alibaba Logistics helps sellers ship to certain countries. They offer Air Express and Sea Freight options.

Air Express

It’s a budget-friendly option for the U.S., arriving in 5-7 days with order tracking.

Sea Freight

You can also select from two sea freight shipping options:

  • Less-than-Container Load (LCL): Suitable for small shipments, saving on costs.
  • Full Container Load (FCL): Ideal for large orders filling shipping containers.

For U.S. businesses, Alibaba provides access to shipping experts. To see if Alibaba Logistics is right for you, schedule a call.

  • Still unsure about Alibaba for your online selling?
  • Check out the pros and cons of selling on Alibaba.
  • Pros and cons of selling on Alibaba vs. your website


You have access to a large audience: Alibaba gives you access to a big audience with 654 million active buyers yearly. Selling on this platform opens up your audience instantly.

You can reach B2B and B2C buyers: On Alibaba, you can sell to both businesses and individual buyers, whether you sell clothes or machines. It’s a good way to reach many buyers who are ready to buy.


You have more logistical hurdles: Selling on Alibaba can be tricky because it’s in China. You might face challenges with shipping and pricing, so be careful with your prices and money exchange to make the most profit.
You may pay more for shipping: Depending on your buyers’ locations, you may pay more to ship internationally.


Are you looking to reach a large number of buyers for your business? Alibaba is great for selling various items, from clothes to machines!

8. Rakuten

Rakuten, a top global online marketplace, boasts 1.3 billion members across the globe.

While not based in the U.S., Rakuten features 12 million U.S. members.

How to sell on Rakuten

To become a Rakuten marketplace merchant, follow these steps:

  • Apply: Share details about your business, sales, products, and more in the application.
  • Get approved: Once accepted, Rakuten’s Launch
  • Team will assist you during onboarding, which usually takes three to 10 business days, based on your catalog size.

Brands currently selling on Rakuten include:

  • Lenovo
  • Puma
  • Office Depot
  • And more

For more info about selling on Rakuten, check out its FAQ page.

Cost of selling on Rakuten

Rakuten charges sellers $39/month, plus category commission and $0.99 for every item sold.

Commission fees range from 8% to 15%, depending on the product category. If you sell electronics on Rakuten, you can expect to pay an 8% commission fee, while selling clothes will cost you a 15% commission.

Rakuten ad options

Like many online selling platforms, Rakuten offers ways to advertise and get more attention for your brand. If you sell on Rakuten, you can do things like:

  • Show ads on the homepage, which many people see every month.
  • Offer cashback deals through Rakuten.
    Get your products promoted on the Rakuten mobile app.
  • Make sure more people know about your best deals and special offers.
  • Run targeted email and cashback campaigns to reach specific customers.

Fill out a contact form to start advertising on Rakuten Marketplace or the Rakuten Marketplace Affiliate Program.

Rakuten shipping options

As a Rakuten seller, you can choose from four shipping speeds for your customers. Rakuten sellers can pick from these shipping companies and options:

  • FedEx
  • FedEx Smart Post
  • Home Direct USA
  • SEKO Worldwide
  • UPS
  • UPS Mail Innovations
  • USPS
  • Vitran

When people buy from you on Rakuten, you have two days to ship their products. Keep in mind that Rakuten fees are based on the entire transaction cost, including shipping and handling.

Pros and cons of selling on Rakuten vs. your website


Your shoppers can access Rakuten’s loyalty program: They get Rakuten Super Points® on every purchase.

These points help them save money on future purchases and keep them coming back to buy from you.

You can offer shopper incentives: Rakuten shoppers can get up to 40% cash back at over 2500 stores or through PayPal. These offers encourage shoppers to buy from you again.

You can customize your storefront: When selling on Rakuten, you can personalize your storefront to match your brand identity and boost brand awareness.


You have logistical hurdles: Like Alibaba, Rakuten is not based in the U.S. — so you may experience some logistical setbacks when selling online.

You must be a U.S.-based business: Rakuten only supports selling products and services in the U.S., and international sellers must meet specific requirements.

You have pricing restrictions: When you sell products online on Rakuten, you can change the look of your store to match your brand. This helps people recognize your business better.


Are you looking to attract shoppers with exclusive deals and promotions? Rakuten is a good option for sellers of clothing, electronics, and household goods.

9. Facebook Marketplace for Business

Many people use Facebook Marketplace to buy and sell furniture and clothes. It has a lot of users from different countries. Now, Facebook has a new Marketplace for Business feature for small and medium-sized businesses.

Marketplace for Business lets you:

Show what you have for sale, like clothes or event tickets
Advertise your store or products on Marketplace
Display items from your Facebook Page, shop on Marketplace for free and let people buy without leaving Facebook.

How to sell on Facebook Marketplace for Business

You must collaborate with one of the listing partners below to offer eCommerce inventory on Marketplace for Business:

  • BigCommerce
  • ChannelAdvisor
  • CommerceHub
  • Feedonomics
  • Quipt
  • ShipStation
  • Shopify
  • Zentail

Facebook suggests contacting a listing partner to show you want to sell things on Marketplace for Business. All listings on Marketplace must follow Facebook’s rules. It’s good to know that Facebook is slowly bringing in Marketplace for Business, so it might not be ready for you yet.

Cost of selling on Facebook Marketplace

The benefit of this selling platform is that Facebook does not charge to list inventory on the Marketplace.

However, you may charge a specific amount to work with Facebook’s listing partners.

Facebook Marketplace for Business ad options

You can make ads for Facebook Marketplace using Facebook Ads Manager. Here’s how:

  • Go to Ads Manager and pick an ad objective like Brand Awareness, Traffic, or Messages.
  • Choose where you want people to go when they click your ad.
  • Pick who you want to see your ad and set your targeting.
  • Choose where your ad will appear, or let Facebook do it automatically.
  • Decide how much you want to spend and when you want your ad to run.
  • Choose the format for your ad, like a video or image.
  • Click Done and Place Order to finish.

Once your ads are approved, they’ll show up in Facebook Marketplace while people are browsing.

Facebook Marketplace for Business Shipping Options

Marketplace for Business sellers is responsible for shipping inventory.

To sell on Marketplace for Business:

  • Orders must be shipped within three days and received within seven days.
  • Returns must be accepted within 30 days.

Pros and cons of selling on Facebook Marketplace for Business vs. your website


You can display free items from your Facebook Page

  • shop: Show your products on Facebook Marketplace for Business. It’s free and helps boost awareness and sales for your shop on Facebook.
    Make your customers purchase without leaving
  • Facebook: Let customers buy without leaving
  • Facebook. This makes it easier for them to shop and streamlines the buying process.
  • You can advertise your store: Advertise your store in Facebook Marketplace. Create custom ads to reach more shoppers and increase your online sales.


You have greater competition: Remember that there are many other sellers on Facebook Marketplace for Business, so you will face tough competition because it supports only a few product categories.
You have to pay listing partner fees: Even though Facebook doesn’t ask for money to sell on Marketplace for Business, you might have to pay fees when working with a listing partner.


Do you want more people to know about your products and buy them directly from social media? Facebook Marketplace for Business is an excellent option for selling retail products, home rentals, vehicles, and event tickets.

10. Your website

After discussing top marketplaces, think about creating and selling on your site. Many businesses get the best results from selling on their ecommerce websites. Since most small business websites don’t have ecommerce features, there’s a big chance for you to start selling online through your site.

How to sell on your website

If you want to start selling things on your website, the first thing to do is make or update your website. Follow these steps to start selling on your site:

  • Choose your website host.
  • Register your domain name.
  • Design your ecommerce site.
  • Secure your site with an SSL certificate.
  • Set up a merchant account to accept online payments.
  • Decide on your pricing and list your products.
  • Plan how to manage inventory and ship products.
  • Use digital marketing services to promote your site.

Designing and launching an ecommerce store can be overwhelming, but PixelCrayons can help you through every step. Contact us today to talk to an expert and start selling from your online store.

Cost of selling on your website

Selling things on your website needs an initial investment, but it’s usually the best choice for many small businesses in the long run. When you set up your website, you’ll face different costs, such as:

Website design, development, and maintenance
The cost to create and start a custom online store can range from $12,000 to $150,000. You’ll also have to spend from $35 to $5000 each month to keep it up and running.

Ecommerce SEO

The total cost of selling on your site depends on many things. If you want your online shop to do well in the long run, investing in SEO is a smart move.

PixelCrayons does ecommerce SEO. In the last five years, we’ve helped clients make over $6 billion and get over 7.8 million leads.

We know how important it is to make websites look good, work well, and appear at the top of search results. If you choose us as your ecommerce partner, we’ll make sure you get the best results possible. You’ll get more visitors, leads, and money online.

Ad options for your website

When you sell things on your website, you can decide to run ads on platforms like Google Ads and social media sites to get more people to visit your site.

PPC ads appear at the top of search results before the regular listings. They can help your small business get more people to know about it, find potential customers, and make more money. Advertising on social media enables you to reach more people and connect with those likely to buy from your website.

If you’re starting a new website, PPC ads can help you get potential customers quickly while working on making your site appear well in search results with SEO.

We suggest contacting a PPC expert to ensure you get the most out of your paid ad campaigns. At PixelCrayons, our PPC specialists will closely examine your goals and how much you can spend. We’ll then make a plan just for you to help you create ads that get results and manage them well.

Shipping options for your website

When you sell things on your site, you must also take care of shipping. Here are a few things to think about:

Shipping rates and methods: You can charge customers for shipping or offer free or flat-rate shipping to cover some costs.
Product size and weight: Knowing how heavy your products are helps you set the right shipping prices and give customers good value.
Packaging: Small businesses can buy packaging from shipping companies or use branded packaging for online sales.

Remember, you’ll also need to create a return policy and provide customer service to shoppers.

Pros and cons of selling on your website
You have greater pricing control: Selling on your site lets you decide how much to charge. You can set your prices, sales, and discounts without relying on others.
You eliminate competitors: Having your site means you don’t have to compete with other sellers on the same platform. In online marketplaces, you’re up against many competitors and their products.
You won’t have to pay a third-party platform: Owning your website means you can invest in services like SEO and maintenance directly. You don’t have to pay fees to a third-party platform regularly.


You must have technical expertise: Running an online shop requires good tech skills. If you don’t hire pros, you’ll do all the work for hosting, security, payments, and more. You’ll also have to do upkeep to keep your shop running smoothly.
You may not get enough web traffic: It’s tough for small businesses, especially new ones, to get people to visit their sites. Even if their sites look great, they won’t sell anything if no one sees them.
You must work harder to earn consumer trust: Based on your business, you might not have a big name to help you sell stuff. Since you’re not Amazon, you’ll have to work to make customers trust your shop and return.

Want complete control of your pricing and online sales platform? Creating your website is a great option if you want to take the reins and position your business for long-term success!

Choosing eCommerce Marketing Services

Choose an ecommerce marketing service to see personalized rates for your campaign.

Ecommerce Web Design

You can have a personalized ecommerce website that works well on mobile and helps more people discover your store through SEO.

Ecommerce PPC

Advertise your ecommerce store on Google and Bing using ads created by a specialist focusing on ecommerce PPC.

PPC Ecommerce SEO

Are you selling products online? Want to keep inventory moving? Ecommerce SEO is the long-term strategy that keeps your warehouse busy!

Best Platform to Sell Online in 2024?

The million-dollar question: What’s the best place to sell online? Is it a top online marketplace or your website? It’s not easy to say definitively, but our online marketplace guide can give you a good start.

Depending on your business, goals, and budget, you might find more success selling on an online marketplace, your site, or using both.

Deciding where to sell online is a big deal and can greatly impact your business. At PixelCrayons, we know how important it is to carefully research and choose the right online selling platforms for your needs.

That’s why we suggest consulting ecommerce experts, such as our team at PixelCrayons. We specialize in creating fantastic ecommerce websites that perform well in search engine rankings.

Additionally, we assist businesses like yours in leveraging top online selling platforms like Amazon and Walmart Marketplace, allowing you to reach more customers and boost sales across various online channels.

Contact us online to discover more about our ecommerce web design services and marketing solutions tailored for online marketplaces such as Amazon, Walmart Marketplace, and Facebook Marketplace.

FAQs about selling products online marketplaces

Do you still have questions about product selling sites and online marketplaces like Etsy and Amazon? Our FAQs have answers.

How will PixelCrayons ensure the security of my customers' payment information?

At PixelCrayons, we ensure that customer payment information is highly secure. We implement measures such as secure payment gateways and encryption to keep the sensitive data safe.

In addition to this, we conduct regular security audits to identify the vulnerabilities and solve the issues.

What are some of the KPIs analyzed to measure the success of eCommerce?

To measure the success of an eCommerce project, here are some of the KPIs we analyze:

  • Conversion rate
  • Average order value
  • Customer lifetime value
  • Website traffic
  • Bounce rate
  • Customer retention rate

Which eCommerce platforms your team has expertise in?

Our team works on several eCommerce platforms such as Magento and Shopify. But, we believe that choice of eCommerce platform will depend on the specific needs of a business, its store size, product catalog, customization level etc.

Will you be able to help me with SEO and digital marketing of my eCommerce site?

PixelCrayons offers comprehensive digital marketing and SEO services. Our SEO services packages starts at $1,999. For digital marketing packages, feel free to reach out to our experts.

Client Success Stories

We are pleased to serve our clients and take great pride in delivering quality services that exceed their expectations. Here is what some of them have to say about us: