Key takeaways
- Varied marketplace choices: From broad platforms like Amazon to niche options like Etsy and StockX, sellers have diverse opportunities.
- Rise of social commerce: TikTok Shop, Facebook Marketplace, and Poshmark are driving sales through social engagement.
- Targeted selling: Specialized platforms like Newegg, Wayfair, and Vinted help sellers reach specific audiences.
As e-commerce continues to evolve, online sellers are constantly seeking the best platforms to sell online. Whether you're an individual entrepreneur, a third-party seller, or a wholesaler, choosing the right marketplace platform can significantly impact your success. In 2025, these 13 online marketplaces stand out as top choices for reaching a broad audience and growing your business in the United States.
1. Amazon
Amazon remains the leading marketplace platform in the US, providing unmatched reach for third-party sellers. With programs like Amazon FBA (Fulfillment by Amazon), sellers can benefit from streamlined logistics and Prime eligibility. The platform's extensive customer base makes it one of the best platforms to sell online.
Key stats:
- Over 2 million active seller accounts globally
- 2024 net sales reached approximately $500 billion
- Third-party sellers contribute to over 60% of total sales
Benefits:
- Massive customer base with millions of daily shoppers
- FBA services allow sellers to scale without managing logistics
- Strong advertising options via Amazon Ads
2. Walmart Marketplace
Walmart Marketplace is a rapidly growing contender for online sellers looking for an alternative to Amazon. It offers a massive customer base and seamless integration with Walmart's in-store pickup options. Unlike some competitors, Walmart Marketplace only allows approved sellers, ensuring a high standard of product quality.
Key stats:
- Over 150,000 active sellers as of 2024
- E-commerce revenue estimated at $75 billion in 2024
- Access to Walmart's physical store network for fulfillment options
Benefits:
- Less competition compared to Amazon
- Lower seller fees than some competitors
- Omni-channel shopping experience (in-store + online)
3. eBay
eBay continues to be a dominant force among US online marketplaces. With its auction-style listings and "Buy It Now" options, eBay provides flexibility for sellers of new, used, and collectible items. It’s a great option for those looking to reach a broad audience with varied pricing strategies.
Key stats:
- Approximately 19 million active sellers worldwide
- Gross merchandise value (GMV) of around $85 billion in 2024
Benefits:
- Global reach and established reputation
- Auction and fixed-price listing options
- No approval process for new sellers
4. Etsy
For handmade, vintage, and craft supply sellers, Etsy is a leading e-commerce platform. This marketplace platform emphasizes creativity and niche markets, making it ideal for artisans and independent creators.
Key stats:
- Over 7.5 million active sellers in 2024
- GMV reached $15 billion in 2024
Benefits:
- Strong community of engaged buyers
- Lower competition in niche product categories
- Built-in social commerce features
5. Target Plus
Target Plus is an invitation-only online wholesale marketplace that offers access to Target’s vast customer base. While gaining entry is competitive, approved third-party sellers benefit from credibility and exposure on one of the top marketplaces in the US.
Key stats:
- Approximately 1,000 approved sellers as of 2024
- Target’s e-commerce revenue estimated at $20 billion in 2024
Benefits:
- Trusted brand name with loyal customers
- High-quality product requirements reduce competition
- Excellent logistics and fulfillment support
6. Facebook Marketplace
Facebook Marketplace has transformed into one of the most influential social commerce platforms. With local and nationwide selling options, it’s an excellent choice for individual sellers and businesses alike. The ability to leverage Facebook's social media ecosystem enhances customer engagement and brand visibility.
Key stats:
- Over 1 billion monthly active users engaging with the platform in 2024
- Growing adoption of Meta Pay for transactions
Benefits:
- Direct connection with buyers through messaging
- Free to list items with optional paid promotions
- Local and nationwide shipping options
7. TikTok Shop
TikTok Shop is redefining e-commerce by merging entertainment with online shopping. As a leading social commerce platform, it allows sellers to showcase products via short-form videos, live streams, and influencer partnerships, making it a game-changer for reaching younger audiences.
Key stats:
- Over 100,000 active sellers in 2024
- Explosive growth in live shopping events
Benefits:
- High engagement rates with younger audiences
- Seamless integration with influencer marketing
- Video-based selling strategies improve conversions
8. Vinted
Vinted is a fast-growing marketplace focused on secondhand fashion, accessories, and home goods. It provides a peer-to-peer selling experience with no listing fees, making it an attractive option for individuals looking to sell pre-loved items.
Key stats:
- Over 80 million registered users globally
- 2024 estimated revenue of $700 million
- Operates in multiple countries, including the US
Benefits:
- No seller fees on listings (buyers pay a service fee)
- Strong demand for sustainable and secondhand fashion
- Easy-to-use mobile app with a large, engaged community
9. Newegg
Newegg specializes in electronics, gaming gear, and tech-related products. As an online wholesale marketplace, it caters to tech-savvy consumers and third-party sellers looking to reach a niche audience. The platform also offers fulfillment services similar to Amazon FBA.
Key stats:
- Approximately 40,000 active sellers in 2024
- Annual revenue estimated at $2.7 billion
Benefits:
- Niche marketplace for tech products
- Business-friendly policies for wholesalers and resellers
- Competitive fulfillment services
10. Wayfair
Wayfair is one of the best online platforms to sell furniture, home decor, and appliances. Its marketplace platform supports third-party sellers, providing access to a massive customer base interested in home improvement and interior design products.
Key stats:
- Around 12,000 active sellers as of 2024
- Net revenue of $14 billion in 2024
Benefits:
- Strong demand for home goods and furniture
- Logistics and dropshipping support
- Large average order values
11. Reverb
Reverb is a marketplace designed specifically for musicians and audio enthusiasts, offering a platform to buy and sell new, used, and vintage musical instruments and gear.
Key stats:
- Over 600,000 active listings in 2024
- Millions of users worldwide
Benefits:
- Dedicated platform for musicians with niche audience
- Lower selling fees compared to general marketplaces
- Strong seller support and buyer protection programs
12. StockX
StockX operates on a stock market-style bidding system for sneakers, streetwear, and luxury items, providing transparency and authentication services for buyers and sellers alike.
Key stats:
- 10 million registered users
- $1.5 billion in transactions in 2024
- Authentication process ensures product legitimacy
Benefits:
- Unique bidding system for fair pricing
- High demand for limited-edition goods
- Strong resale market for sneaker and fashion enthusiasts
13. Poshmark
Poshmark is a leading social commerce platform specializing in secondhand fashion, offering an interactive shopping experience through social features like live selling events and community engagement.
Key stats:
- Over 8 million active sellers
- $4 billion GMV in 2024
- Strong mobile presence with millions of active buyers
Benefits:
- Social selling features enhance engagement
- Simple listing process with no upfront costs
- Strong community-driven platform for fashion lovers
Conclusion
Choosing the right online marketplaces in 2025 depends on your products, target audience, and business goals. Whether you prioritize broad reach, niche markets, or social commerce engagement, each marketplace platform offers unique benefits for online sellers. By leveraging these top marketplaces, sellers can maximize visibility, increase sales, and stay competitive in the ever-evolving e-commerce landscape.
Do you need help with your sales tax compliance? Book a free call with one of our sales tax experts to find bespoke solutions for your business, optimize your tax costs, and reach millions of new potential customers.
Frequently asked questions
Which marketplace is best for new US sellers in 2025?
Amazon and eBay are great for beginners due to their massive reach, easy onboarding, and built-in trust with buyers.
What’s the best marketplace for selling handmade or vintage goods?
Etsy is ideal for handmade, vintage, and craft products. It has a loyal niche audience and lower competition in creative categories.
Are there marketplaces with no listing fees?
Yes—platforms like Vinted and Facebook Marketplace let you list items for free, with optional paid promotions or buyer fees.
What’s the top choice for secondhand fashion sellers?
Poshmark and Vinted are leading platforms for pre-loved clothing and accessories, with strong communities and social features.
Which marketplace is best for selling tech or electronics?
Newegg is a top choice for electronics, gaming gear, and IT products, offering fulfillment options and a tech-savvy audience.
Can I sell on multiple marketplaces at once?
Yes. Many sellers list across several platforms—such as Amazon, eBay, and Walmart—to maximize reach and diversify revenue.
