pros and cons of selling on an online marketplace

Pros and Cons of Selling on an Online Marketplace

If you are a small business owner, you might be wondering if selling on an online marketplace is a good idea for your brand. Online marketplaces are platforms that connect buyers and sellers of various products and services, such as Amazon, eBay, Etsy, and Shopify.

They offer many benefits, such as access to a large customer base, low start-up costs, and easy logistics. However, they also have some drawbacks, such as high competition, fees, and lack of control over your brand image.

In this article, we will explore the pros and cons of selling on an online marketplace, and help you decide if it is the right option for you.

What is a marketplace?

A marketplace can be defined as an online platform where multiple sellers can list and sell their products or services to a large pool of potential buyers. These marketplaces provide a centralized hub where buyers can browse through a variety of products and make purchases from different sellers within a single website. Examples of popular online marketplaces include Amazon, eBay, Etsy, and Alibaba.

Importance of online marketplaces

The significance of online marketplaces in the digital age cannot be underestimated. With the growth of e-commerce and the increasing preference for online shopping, marketplaces have become key players in the retail industry. They offer sellers an opportunity to tap into a vast customer base and gain exposure to a broader audience than they might reach through their own standalone online stores.

To maximize the potential of selling on a marketplace, it’s important to understand the advantages and disadvantages it presents. By evaluating these pros and cons, you can decide whether to focus solely on a marketplace or explore a multi-channel approach that combines a marketplace presence and an independent online store.

Understanding the Pros and Cons of Selling on an Online Marketplace

To make informed decisions about your online sales strategy, it’s essential to evaluate the pros and cons of selling on an online marketplace. This will help you decide whether to focus solely on a marketplace or adopt a multi-channel approach that combines a marketplace presence with an independent online store.

Pros of Selling on a Marketplace

Pros and Cons of Selling on an Online Marketplace

1. Wide reach and customer base

  • Leveraging the marketplace’s existing traffic: Online marketplaces are visited by millions of shoppers every month. You can leverage the user base that the marketplace has already built. For example, Amazon had over 2.6 billion monthly visits in July 2022, making it the most popular online marketplace worldwide. By selling on an online marketplace, you can expose your products to a larger and more diverse audience than you would with your own website.
  • Access to a global audience: Online marketplaces provide access to a vast global audience. With international shipping options and diverse user demographics, you can reach customers from different parts of the world, expanding your customer base beyond geographical boundaries.
  • Increased brand exposure: Selling on a popular marketplace exposes your brand to a larger audience. As customers browse the platform, they have the opportunity to discover your products, increasing brand visibility and recognition.

2. Simplified setup and infrastructure

  • Ready-made platform with established features: Marketplaces offer a pre-built platform with all the necessary features for selling products online. You don’t need to develop or customize your own website from scratch. The infrastructure, including payment gateways and shopping carts, is already in place.
  • Minimal technical knowledge required: Setting up your shop on a marketplace is typically straightforward and doesn’t require extensive technical expertise. The platform takes care of the technical aspects, allowing you to focus on product listing and marketing.
  • Reduced time and cost investment: Selling on a marketplace saves time and costs compared to building and maintaining your own e-commerce website. You don’t need to invest in website development, hosting, or ongoing maintenance. Instead, you can allocate your resources towards product sourcing, marketing, and customer service. Most marketplaces charge a fee per sale or a monthly subscription fee, which can vary depending on the platform and the category of your products. For example, eBay charges a 10% final value fee on most items, while Etsy charges a 5% transaction fee plus a 20-cent listing fee per item

3. Enhanced trust and credibility

  • Marketplace reputation and customer trust: Being associated with a reputable marketplace enhances the trust and credibility of your brand. Customers already trust the marketplace, and this trust extends to the products and sellers within it. The marketplace’s established reputation can positively influence buyers’ perception of your brand.
  • Reviews and rating system: Marketplaces often have reviews and rating system where customers can provide feedback on their purchases. Positive reviews and high ratings can boost your credibility and attract more customers. It acts as social proof, assuring potential buyers of the quality and reliability of your products.
  • Improved buyer confidence: Selling on a marketplace with a strong reputation and robust review system can improve buyer confidence. Customers feel more secure in making purchases, knowing that they are dealing with a trusted platform and reputable sellers. This confidence can lead to increased conversion rates and repeat purchases.

4. Marketing and promotional opportunities

  • Marketplace-provided marketing tools and campaigns: Marketplaces often offer various marketing tools and campaigns to help sellers promote their products. These tools may include targeted advertising, sponsored listings, or promotional features that can increase your product’s visibility and attract more potential buyers.
  • Cross-promotion and upselling opportunities: Marketplaces provide opportunities for cross-promotion and upselling. You can showcase related or complementary products alongside your listings, increasing the chances of upselling to customers. Additionally, collaborations with other sellers on the marketplace can help expand your customer reach.
  • Increased visibility through search algorithms: Marketplaces employ search algorithms to display relevant products to customers. Optimizing your product listings with appropriate keywords, titles, and descriptions can improve your visibility in search results. Higher visibility increases the likelihood of attracting potential buyers and generating sales.

Read More: Pros and Cons of Selling on an E-commerce Website

Cons of Selling on a Marketplace

Pros and Cons of Selling on an Online Marketplace

1. Limited control and customization

  • Restrictive platform rules and guidelines: Selling on a marketplace means abiding by the platform’s rules and guidelines. These restrictions may limit your ability to customize your store or offer unique features, potentially hindering your branding efforts.
  • Lack of flexibility in branding and design: Marketplaces often have standardized templates and layouts, limiting your ability to create a unique brand experience. Customizing your store’s design may be challenging, preventing you from fully expressing your brand identity.
  • Dependency on the marketplace’s policies: As a seller on a marketplace, you are subject to the platform’s policies and decisions. Changes in these policies or algorithm updates can significantly impact your business and sales.

2. Intense competition and pricing pressure

  • High number of sellers offering similar products: Marketplaces attract a large number of sellers, resulting in intense competition. With numerous sellers offering similar products, standing out and capturing customers’ attention can be challenging.
  • Price undercutting and race to the bottom: In a competitive marketplace, sellers may engage in price undercutting to attract customers. This can lead to a downward spiral of prices, negatively impacting profit margins and making it difficult to maintain a sustainable business.
  • Difficulty in building a distinct brand identity: With limited control over branding and customization, it can be challenging to establish a distinct brand identity in a marketplace. This can make it harder to differentiate yourself from competitors and build customer loyalty.

3. Transaction fees and commissions

  • Marketplace fees on sales and additional charges: Selling on a marketplace often comes with transaction fees and commissions on each sale. These fees can eat into your profit margins and impact your pricing strategies.
  • Impact on profit margins and pricing strategies: The fees and commissions charged by marketplaces can affect your profit margins. It’s important to carefully evaluate the financial viability of selling on the platform and ensure that your pricing strategies account for these additional costs.
  • Evaluating the cost-effectiveness of the platform: Sellers need to assess whether the benefits of selling on a marketplace outweigh the associated costs and fees. It’s crucial to evaluate the platform’s cost-effectiveness in relation to your business goals and profitability.

4. Limited customer data and relationship

  • Restricted access to customer information: Marketplaces often restrict access to customer data, limiting your ability to build direct relationships with your customers. This can make it challenging to implement personalized marketing strategies and hinder customer retention efforts.
  • Challenges in building direct customer connections: Without direct access to customer information, it becomes harder to establish a direct line of communication with your customers. Building lasting relationships and repeat business can be more difficult in a marketplace.
  • Difficulty in implementing personalized marketing strategies: The lack of customer data and limited control over communication channels can hinder your ability to implement personalized marketing strategies tailored to individual customers’ needs and preferences.

Read More: How to Drive Traffic to Your Ecommerce Website or Marketplace

Factors to Consider when Selecting the Best Marketplace for Selling

  • Target audience and product niche: Assess the marketplace’s suitability for your target audience and product niche. Consider whether the platform attracts the right demographic and whether your products align with the marketplace’s categories.
  • Marketplace popularity and user demographics: Research the marketplace’s popularity and user demographics. Look for platforms with a large and engaged user base that matches your target audience. Consider factors such as geographic reach and the platform’s reputation.
  • Cost structure and fee transparency: Evaluate the marketplace’s cost structure and fee transparency. Understand the fees associated with selling on the platform, including transaction fees, listing fees, and any additional charges. Ensure that the fees align with your pricing and profitability goals.
  • Evaluating the alignment with business goals: Consider how well the marketplace aligns with your business goals. Assess whether the platform’s features, policies, and audience fit your long-term objectives. Consider factors such as growth opportunities, scalability, and the platform’s support for sellers.
  • Conducting market research and competitor analysis: Conduct thorough market research and competitor analysis to gain insights into the performance of your competitors on different marketplaces. Analyze factors such as product selection, pricing strategies, customer reviews, and overall market trends.
  • Testing and analyzing performance on different platforms: Consider testing your products on multiple marketplaces to gauge their performance. Monitor factors such as sales volume, customer engagement, and customer feedback. Analyze the data to determine which marketplace provides the best results for your business.


Selling on an online marketplace can be a great way to grow your business and reach new customers. However, it also comes with some challenges and risks that you should consider before making a decision. Ultimately, the best option for you depends on your goals, budget, product niche, and target market.

If you decide to sell on an online marketplace, make sure to do your research and choose the platform that suits your needs and preferences. You should also optimize your product listings, prices, reviews, and customer service to increase your visibility and credibility among shoppers.

If you prefer to have more control over your brand and customer relationships, you might want to create your own website or use a combination of both methods. You can use an online marketplace to test the demand for your products or attract new customers while directing them to your website for future purchases.

Whatever you choose, remember that selling online requires constant learning and adaptation to changing customer expectations and market trends. Keep an eye on your competitors and customers’ feedback and always look for ways to improve your products and services.

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Mallami Adekunle

Kunle Mallami is a digital entrepreneur with expertise in website design, digital marketing, brand strategy and digital content writing. When he's not doing any of these, he will probably be on YouTube learning.

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