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Marketplaces

Top Online Marketplaces: Where to Sell in 2018

Online marketplaces are fast-becoming the favourite destination for online shoppers, with almost 70% of Australians visiting an online marketplace or auction site like eBay or Amazon every month, and marketplaces in Australia growing by a huge 74.8% just last year.

Selling in online marketplaces is now becoming a core part of many retailers’ strategies—both for small businesses and large—to build brand exposure, reach new customers, and increase online sales. But with so many different marketplaces out there, how do you determine which is the right fit for your business? Should you be selling on one, two, or many?

Let's take a quick look at an example. Ella is an independent artist who creates a range of unique craft items including jewellery and patterned headscarves, which she wants to sell online without building her own ecommerce website. For Ella, Etsy is the ideal online marketplace platform to do so. Amazon, on the other hand, wouldn't be suitable as it requires all product listings to have a UPC (barcode).

So whether you want to sell gifts on a local scale, sell wholesale in asian markets, or open your store to the world, we’ve developed a report to help: Where to Sell Online: 2018 Marketplaces Overview. The report contains a comprehensive list of the top online marketplaces in Australia and globally to help you better understand the retail landscape and ultimately increase revenue.

Download the full report, or check out the highlights below.

Download Neto Marketplaces Overview 2018

Part 1: The Current State of Online Marketplaces

Prior to the launch of Amazon Australia In 2017, we conducted a survey of Neto merchants to take a temperature check on sentiment towards Amazon and to understand more broadly how (or if) marketplaces like Amazon, eBay and Catch fit into our retailers' business strategies. Here are a few of the key insights:

  • 95% of retailers intended to sell on Amazon in 2018
  • Of those already selling on marketplaces, over half of retail sales were coming through those channels

We also asked our merchants why they wanted to sell on marketplaces, and this is what they said:

  • To bring in new customers
  • To sell more
  • To build brand awareness
  • To gain exposure to new markets
  • For business expansion
Marketplaces are an important way to gain new customers. We’re in a niche industry so mass market advertising isn’t practical. Sites like eBay put our products in front of people who might not have found us online.

Part 2: Top Online Marketplaces Overview

Although there are hundreds of marketplaces in operation globally, we’ve handpicked a selection of 16 of the biggest online marketplaces as well as the key players in Australia and NZ, and pulled together all the key statistics to help you make the right decision for your business.

1. Amazon

Amazon is the world’s largest B2C online retailer of books, electronics, clothing, music and more. Both Amazon and third party sellers can sell direct to the public via the platform.

Top Online Marketplaces - Amazon Website
Top Online Marketplaces - Amazon Website

Key figures

  • 300+ million active accounts on Amazon.com
  • 689+ million monthly visits to Amazon.com
  • 4.6+ million monthly visits to Amazon.com.au

Where can I sell?

Amazon has local marketplaces in 10 countries including the US, Australia, UK and Europe.

What does it cost to sell on Amazon?

  • Amazon Australia: AU$49.95 monthly fee (ex GST), plus up to 15% commission on items sold (depending on the product category)
  • Amazon US: US$39.99 monthly fee plus referral fees and variable closing fees (professional account)
In an increasingly competitive market we are looking at expanding and see Amazon as a good opportunity to showcase our products
Tip: to sell on both Amazon Australia and Amazon US, sellers must register separate accounts.

2. eBay

eBay is a global B2B and B2C platform selling new and second hand consumer products for auction or at a fixed price.

Top Online Marketplaces - eBay Website
Top Online Marketplaces - eBay Website

Key figures

  • 170+ million active users
  • 221+ million monthly visits to ebay.com
  • 12+ million unique active monthly users to ebay.com.au

Where can I sell?

eBay has local sites in over 30 countries

What does it cost to sell on eBay?

Depending on your type of account and volume of sales you will be charged an insertion fee of up to AU$3.85, plus 10.9% final value fee, in Australia.

| Related reading: How to Sell on eBay

Marketplaces are an important way to gain new customers. We’re in a niche industry so mass market advertising isn’t practical. Sites like eBay put our products in front of people who might not have found us online.

3. Catch

Previously catchoftheday.com.au, Australia’s largest daily deals site rebranded and was launched as an online marketplace, Catch, in 2017.

Top Online Marketplaces - Catch website
Top Online Marketplaces - Catch website

Key figures

  • Over 5 million customers
  • Over 2 million weekly visitors
  • 10,000+ orders every day

Where can I sell?

Australia

4. MyDeal

Australian-based marketplace established in 2011 with over 1,000 Aussie suppliers, MyDeal sells consumer products including furniture, electronics and fashion.

Top Online Marketplaces - MyDeal website
Top Online Marketplaces - MyDeal website

Key figures

  • 2 million+ monthly visits
  • 1,000+ suppliers

Where can I sell?

Australia

What does it cost to sell on MyDeal?

There are no subscription fees, insertion fees or commission on shipping on MyDeal. Selling is by application only.

5. Etsy

Etsy is a global marketplace where artists and designers can list handmade items or vintage products.

Top Online Marketplaces - Etsy website
Top Online Marketplaces - Etsy website

Key figures

  • 29+ million active buyers (2017)
  • 52+ million monthly visits

Where can I sell?

Globally!

What does it cost to sell on Etsy?

In Australia, you'll be charged a AU$0.26 listing fee, plus a 3.5% commission on items sold.

6. Alibaba.com

Leading Asian marketplace, Alibaba offers a broad spectrum of B2B, B2C and C2C ecommerce services (Alibaba also operates a number of other online marketplaces including Taobao and Tmall).

Top Online Marketplaces - Alibaba website
Top Online Marketplaces - Alibaba website

Key figures

  • 517+ million active buyers annually
  • 8.5+ million sellers
  • 51+ million monthly visits

Where can I sell?

190 countries

What does it cost to sell on Alibaba?

Depending on the number of products you're selling, you can use a free membership or apply for a gold membership.

7. GraysOnline

The Australian answer to eBay, GraysOnline offers consumer and industrial goods including mining and construction products, wine, vehicles, jewellery, and more for sale direct from manufacturers and distributors.

Top Online Marketplaces - GraysOnline website
Top Online Marketplaces - GraysOnline website

Key figures

  • 187,000+ active customers
  • 6,000+ vendors
  • 376,000+ monthly visits

Where can I sell?

Australia and New Zealand

8. Tmall

Alibaba owned B2C marketplace, Tmall allows overseas companies to sell products directly to consumers in mainland China.

Top Online Marketplaces - Tmall website
Top Online Marketplaces - Tmall website

Key figures

  • 500+ million users
  • 846+ million monthly visits

Where can I sell?

China, Hong Kong, USA

What does it cost to sell on Tmall?

Aimed at larger brands, Tmall requires a security deposit of up to US$25,000, US$5-10,000 annual fee, plus 2-5% commission on items sold.

9. Jd.com

Chinese marketplace selling consumer products including home appliances and electronics, Jd.com is one of the largest B2C platforms in China by volume and revenue.

Top Online Marketplaces - jd.com website
Top Online Marketplaces - jd.com website

Key figures

  • 226+ million active users
  • 507+ million monthly visits

Where can I sell?

China, USA

What does it cost to sell on Jd.com?

You'll be up for a $US15,000 deposit, $1000 annual fee, plus 2.0-10% commission on items sold.

10. Rakuten

Japan’s largest B2B and B2C ecommerce marketplace, Rakuten's marketplace sells over 200 million Japanese products to consumers all over the world.

Top Online Marketplaces - Rakuten website
Top Online Marketplaces - Rakuten website

Key figures

  • 5 million+ monthly visits
  • 95.2+ million members

Where can I sell?

Japan, South Korea and China

What does it cost to sell on Rakuten?

There are quarterly fees of US$99, plus a 99 cent per item fee’ and 8-15% commission on items sold.

Tip

Each marketplace has different specifications for product imagery—size, format, what's included and more. Don't be caught out, check out this Marketplaces Product Photography Guide.

11. Bonanza

Bonanza is a B2C platform with more than 50,000 sellers offering a vibrant collection of fashion, collectibles, home decor, and more.

Top Online Marketplaces - Bonanza website
Top Online Marketplaces - Bonanza website

Key figures

  • 50,000 sellers
  • 8.2+ million monthly visits

Where can I sell?

USA

What does it cost to sell on Bonanza?

There are varying plans from free to US$24 to $166/month, plus 3.5% commission on items sold.

12. Hard to Find

Australian-based marketplace, Hard to Find features a curated selection of ‘unique and quirky’ homewares, gifts and fashion from independent artists and manufacturers.

Top Online Marketplaces - Hard to Find website
Top Online Marketplaces - Hard to Find website

Key figures

  • 700,000 users (2016)
  • 93,000 monthly visits

Where can I sell?

Australia

What does it cost to sell on Hard to Find?

It's free to join, there are no listing fees, or commission on sale.

13. Fishpond

Fishpond is a New Zealand-based marketplace selling consumer products to Australia and New Zealand.

Top Online Marketplaces - Fishpond website
Top Online Marketplaces - Fishpond website

Key figures

  • 13 million items in catalogue
  • 20,000 sales per day
  • 303,000 monthly visits

Where can I sell?

Australia and New Zealand

What does it cost to sell on Fishpond?

You'll be charged a 17% commission on items sold.

14. TradeMe

TradeMe is the largest internet auction site in New Zealand and the 5th most visited site, selling everything from antiques and collectibles to animals.

Top Online Marketplaces - TradeMe website
Top Online Marketplaces - TradeMe website

Key figures

  • 4.4 million active users
  • 7 million listings

Where can I sell?

New Zealand, Australia, India

What does it cost to sell on TradeMe?

Depending on the product category, there are listing fees, plus 7.9% final value fee.

Tip

Only New Zealand and Australian sellers can register to sell on TradeMe.

15. ASOS Marketplace

A offshoot of asos.com, ASOS Marketplace is a fashion and accessories marketplace selling new labels, independent brands and vintage boutiques from around the world.

Top Online Marketplaces - ASOS Marketplace
Top Online Marketplaces - ASOS Marketplace

Key figures

  • Over 1,000 boutiques
  • 24 million monthly visitors

Where can I sell?

Globally

What does it cost to sell on ASOS marketplace?

£20/month for a boutique plus 20% commission on items sold.

16. Google Shopping

Top Online Marketplaces - Google Shopping
Top Online Marketplaces - Google Shopping

Google Shopping, although not technically an online marketplace is still worth a mention. Google Shopping is often referred to as a marketplace because it allows customers to search for, view and compare products via the Google search platform, but it's actually a special type of ad platform otherwise known as a comparison shopping feed. Products can be listed to Google Shopping in a cost-per-click format, but unlike marketplaces, the customer is directed through to the retailer's own ecommerce site to make the transaction.

If you're keen to learn more, check out our recent post which dives deeper into how Google Shopping works.


How to Get Started Selling on Marketplaces

The next step is to ensure you have a solid plan around the technology and systems you will use to manage the back end of your business. There are many complexities to navigate that come with selling on marketplaces, particularly if you're selling on a few or on your own site as well. Unless you're using a centralised retail platform (like Neto!) You've got to think about:

  • orders coming in from different sources
  • managing multiple sets of inventory
  • shipping within the specified delivery times
  • managing customers and communications across different platforms

Be sure to ask these questions before selecting a marketplace:

  • Are you targeting a specific market?
  • Are your products the right fit?
  • Are you equipped to provide support?

Neto have been helping thousands of retailers sell via eBay, web and physical stores for over eight years, and launched our Amazon Australia integration on the same day that the marketplace officially landed in Australia. The Neto Amazon integration provides retailers with an easy way to manage listings, inventory, and sales for Amazon orders from the one central platform. Start a free trial to get started today.

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