What eCommerce Marketplaces Should You Sell On? We’re reviewing Amazon, eBay, Walmart, Target, and more…

Industry Insight
What eCommerce Marketplaces Should You Sell On?

What eCommerce Marketplaces Should You Sell On?

Although customers may view different online marketplaces similarly, they vastly differ from the perspective of a seller. Each site has its own audience and niche, but even more importantly, its own specific requirements and specifications that retailers must meet to list their products.

So, what does this mean for retailers, brands, and suppliers? A good understanding of these platforms is crucial when determining where to sell and how to reach the right customers. Below, we’ll review some of the most popular marketplaces and identify their key differences.


Amazon attracts hundreds of millions of buyers globally, with retail websites in multiple countries. The marketplace is highly competitive, with sellers vying for the attention of their large customer base. Amazon’s key feature is the ability to attach search terms to item listings, allowing retailers to improve search engine results.

Although images are not mandatory, Amazon actively suppresses listings without them. Image requirements are strict, and accurate representation is crucial. Products listed on Amazon must have a UPC, which may pose a challenge for sellers with older or vintage inventory.


eBay is a global online marketplace known for its low entry barriers, enabling users to list diverse. Top-selling categories in 2023 included cell phones, video games, health and beauty, and home and garden products. It distinguishes itself with unique features like auctions and the option to make offers for price negotiation. In 2023, eBay had 123 million active users and 17 million sellers, with 31% based in the United States. Despite its original focus on computers, mobile shopping now accounts for 61% of total sales 

Walmart Marketplace 

Walmart Marketplace enables sellers to list and sell their products on the Walmart website alongside Walmart’s inventory. In 2022, the platform boasted an impressive 155,000 third-party sellers. Catering to a broad audience, including cost-conscious consumers seeking value, Walmart Marketplace provides a unique opportunity for sellers to tap into Walmart’s extensive customer base.  


Wayfair specializes in furniture, home decor, and household items with over 20 million active customers. The platform’s broad selection and competitive pricing cater to a diverse audience that includes homeowners and interior designers. Known for its user-friendly interface, the marketplace appeals to those seeking quality and variety in home goods, ideal for listing a range of home improvement and furnishing needs. 


With a wide range of goods, from electronics to home essentials, Target attracts families, young adults, and those seeking a convenient one-stop shopping experience. As of 2023, Target.com had a 2.1% market share and was one of the leading retail e-commerce companies in the United States. Target Marketplace sellers benefit from access to Target’s established customer base and the platform’s suitability for a variety of products  


Overstock Marketplace, part of Overstock.com, offers a platform for third-party sellers to list products in categories like furniture, home decor, and electronics. Catering to a budget-conscious audience, Overstock appeals to those seeking quality items at affordable prices.  

This marketplace enables sellers to connect with millions of monthly visitors and provides support such as advertising advisors and personal services. It also offers paid promotion, advertising tools for brand awareness, access to analytics reports, and efficient online training 

Looking to sell on new sales channels or need help managing sales in existing marketplaces? Book a free demo with a SalesWarp specialist to see how we can help.