Online marketplaces put your products in front of millions of shoppers who are already ready to buy. But each marketplace works differently, and the best choice depends on what you sell, how you ship and how much time you can give it. Here is a clear comparison of the three most popular options for sellers in the US: Amazon, eBay and Walmart Marketplace.
Amazon
Amazon has the largest audience of the three and is often where shoppers start their product searches. That reach comes with strong competition, including from well-known brands and Amazon itself.
- Best for: branded products, items people search for by name, and sellers ready to compete on price, reviews and listing quality.
- Fulfilment: Fulfillment by Amazon (FBA) lets Amazon store, pack and ship your orders and handle many returns. It also makes your products eligible for Prime shipping.
- Watch out for: referral fees, FBA and storage fees, strict account health rules and the cost of advertising to get noticed.
eBay
eBay is one of the oldest marketplaces and is flexible. You can sell new, used, refurbished and collectable items, using fixed prices or auctions.
- Best for: used and refurbished goods, parts and accessories, collectables, unique items and sellers who want to start quickly.
- Fulfilment: most sellers ship orders themselves, which gives more control but means more daily work.
- Watch out for: final value fees, keeping response times and shipping times within eBay's standards, and buyers who compare prices closely.
Walmart Marketplace
Walmart Marketplace is growing and usually has fewer third-party sellers than Amazon, which can mean less competition in some categories. Sellers must apply and be approved before they can list products.
- Best for: established US businesses with reliable stock, competitive prices and fast shipping.
- Fulfilment: you can ship orders yourself or use Walmart Fulfillment Services (WFS).
- Watch out for: the approval process, strict performance standards for shipping and cancellations, and the need for a US presence that meets Walmart's requirements.
Fees and costs
All three charge fees, usually a percentage of each sale, plus extra costs for fulfilment services and optional advertising. Fees vary by category and change over time, so always check each marketplace's current fee pages before you set your prices. Work out your profit per item after fees, shipping and returns, not just your selling price.
A quick comparison
- Largest audience: Amazon.
- Easiest to start and most flexible: eBay.
- Less competition in many categories: Walmart Marketplace, if you are approved.
- Hands-off fulfilment: Amazon FBA or Walmart Fulfillment Services.
- Used, vintage and unique items: eBay.
Should you sell on more than one?
Many successful sellers use more than one marketplace, alongside their own Shopify store. Selling in several places spreads your risk and reaches more buyers. The challenge is keeping stock levels, prices and listings in sync so you do not oversell. Start with the marketplace that fits your products best, get your processes working, then expand.
Tips for any marketplace
- Write clear titles and detailed descriptions using the words buyers search for.
- Use sharp photos on a clean background, plus lifestyle images where allowed.
- Ship on time and answer messages quickly to protect your account health.
- Price with all fees included so every sale is profitable.
- Ask happy customers for reviews where the marketplace rules allow it.
Get help with marketplaces
We help sellers set up and run their accounts on Amazon, eBay, Walmart, Temu, SHEIN and TikTok Shop: listings, orders, account health and customer messages. See our marketplace management service for details. The first consultation is free.
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