Online Marketplace USA: A Comprehensive Guide

In the fast-paced world of American e-commerce, success hinges on knowledge, strategy, and adaptability. Welcome to “Online Marketplace USA: A Comprehensive Guide,” your compass in the ever-evolving digital commerce landscape. This concise yet comprehensive guide is your key to navigating the intricacies of the USA’s diverse online marketplaces, unlocking opportunities, and achieving your e-commerce goals. Let’s embark on this insightful journey to master the nuances of the Online Marketplace USA and thrive in the competitive e-commerce arena.


Examples of Online Marketplaces

Online markets are merely commercial websites where merchants sell goods and services, much like in marketplaces. Similar to browsing a mall or bazaar in person, you can:


  • Review costs and similar services.

  • Look for the most attractive product that suits your needs.

  • Look around for something that appeals to you or might meet your needs.


What are the Three Primary Categories of Online Markets?

Online markets are divided into categories based on who they are trying to reach:


  • Business-to-business (B2B), emphasizing transactions and commercial items.

  • Business-to-customer (B2C) is the form of an online marketplace, such as Amazon, where a brand sells directly to a customer. The state of online Marketplace, such as Amazon, where a brand sells directly to a customer.

  • Customer-to-customer (C2C), or peer-to-peer (P2P), is the online marketplace platform you use to sell your used bike to someone nearby.


Versions of these transaction alternatives are available on many of the major online marketplaces.


Who Are The Most Extensive Online Marketplaces?

The United States boasts a thriving e-commerce ecosystem, with several major online marketplaces catering to diverse consumer needs. These platforms have not only transformed the way Americans shop but have also become influential players in the global e-commerce landscape. 


From retail giants like Amazon and Walmart to specialized platforms like Etsy, these online marketplaces offer various products, making them integral to the modern shopping experience. 


Let’s explore some of the most significant online marketplaces that have become household names in the USA.



  • The world’s biggest internet retailer is Amazon, The United States offers many products, including electronics, clothing, books, and more. It also provides a platform for third-party sellers to reach a global customer base through Amazon Marketplace.



  •  eBay is a well-established online marketplace known for its auction-style listings and fixed-price sales. It connects buyers and sellers for various products, including collectibles, electronics, fashion, and more.


Walmart Marketplace

  •  Walmart’s online Marketplace has grown significantly in recent years, allowing third-party sellers to reach Walmart’s extensive customer base. It focuses on various product categories, including groceries, electronics, and home goods.



  •  Etsy is a specialized marketplace for handmade and vintage goods. It’s a popular platform for artisans, crafters, and vintage sellers to showcase and sell their unique products.


Best Buy

  •  Best Buy is a prominent electronics retailer operating an online marketplace in the USA. It offers a wide selection of electronics, appliances, and tech-related products.



  • Target has expanded its online Marketplace to include a broader range of products beyond its inventory. It’s known for offering clothing, home goods, and electronics.



  •  Newegg specializes in electronics and tech products. It’s a destination for computer hardware, software, and consumer electronics.



  • Wayfair focuses on home furnishings and decor. It offers extensive furniture, lighting, and home improvement items.


What Is Considered the Best Online Marketplace?

The truth is that it depends on your needs. A search for “online marketplace USA” would likely return “Amazon” as the top result. While this may very well be the case, alternative resources are available. 


You may choose the best online marketplace platform by looking at this list of top candidates for online marketplaces.



Customers can bid on new and used items on eBay, a centralized auction platform founded in 1995. It has a solid reputation for attracting bargain hunters and unique goods. Today, eBay provides a marketplace with free shipping and returns for direct sales from businesses and used goods. Even well-known companies like Adidas have stores on their website. Customers favor centralized websites that have safeguards like money-back guarantees and include both corporate and individual merchants. In 2020, eBay brought in $10.2 billion, which added to its appeal as a contemporary shuk. Price haggling is less successful than other sites, though.



 The top e-commerce firm, Amazon, is frequently regarded as the most outstanding and biggest online market. Amazon is one of the most valuable brands in the world and continues to be a significant player in the internet market despite being unionized and under fire for its treatment of employees. Its primary sources of income are cloud storage servers and Amazon Prime.


Beyond marketing, there are a lot of compelling reasons for this. They include:


  • On Amazon, comparing comparable products is simple.

  • Amazon makes returns and shipping simple since many Amazon customers choose Prime, an annual paid subscription program that covers their shipping expenses and throws in a movie and TV streaming service.

  • From well-known to more recent names, Amazon offers a vast selection.


Because Amazon resembles a massive warehouse in that regard, there is little control. The overall attitude can be “buyer beware,” as things may equally well be offered for sale by unreliable sellers. Since sometimes you need help getting what you expect, many consumers value the simple returns policy.


Facebook Marketplace

Facebook Marketplace is a part of Meta’s still-popular social networking platform, albeit one that is losing users. On Facebook, you may send pals messages, congratulate newlyweds, and use the Marketplace to purchase and sell goods.


Although the site caters primarily to local purchases (mainly secondhand), businesses can also list products there.


How much time your target audience spends on Facebook Marketplace determines its effectiveness. Although there are no listing costs on Facebook Marketplace, Meta must approve you before you can sell your goods there. Real-time communication, mobile-friendly listings, and the sheer volume of users who use Facebook and other Meta sites—roughly 2.93 billion users per month—are all benefits of Marketplace.


Ali Baba

China’s largest online Marketplace, Ali Baba, focuses on Chinese business-to-business (B2B) transactions. It offers consumers the opportunity to purchase directly from factories large quantities of all kinds of products, whether they are intended for resale or to be converted into other products. Alibaba has 882 million active customers at the end of 2021.


It’s necessary to remember the websites for Alibaba’s affiliates:


  • A B2C platform, AliExpress is more comparable to Amazon. It focuses on small enterprises selling goods to foreign online customers in China and other Asian nations (such as Singapore). AliExpress has lower prices than Amazon, which might not be desirable to you as a vendor.

  • Taobao, Alibaba’s C2C platform, first competed with eBay in China until altogether driving it out of the market.

  • Last but not least, the direct-to-consumer (D2C) business is the main focus of TMall (also known as Taobao Mall). (D2C is an approach to retail sales where a company builds, markets, sells, and ships a product directly to the customer, skipping around go-betweens. In the USA, famous examples include Dollar Shave Club and Warby Parker. 



Craigslist, a popular online marketplace, has been a popular destination for people seeking furniture, apartments, automobiles, and other necessities since its inception in 1995. The site offers an easy-to-use experience with simple item descriptions and images resembling a traditional newspaper classifieds section. Users list their cities before selling and buying, creating the impression of a local internet market. 


Craigslist attracts buyers looking to buy locally for items like used furniture, vehicles, homes for rent, apparel, and electronics. Despite its seemingly unassuming nature, Craigslist brings in over $1 billion annually. It is among the top 20 most visited websites, ranking above Netflix.



The leading online Marketplace for unique, handcrafted home goods, vintage items, and presents with a personal touch is Etsy. It may be associated with a particular twee aesthetic. Still, it undeniably influences the design industry and attracts consumers looking for unusual goods for their homes.


Indeed, Etsy has 31.7 million active consumers motivated to find items, whether for their own homes or as gifts, when they visit the website.



Only Amazon outperforms Walmart in terms of sales. Its e-commerce sales increased by 97% in the second quarter of 2020, and in 2021, it generated $559 billion in total global revenues.


Customers trust because of its consistently low prices; only carefully selected brands can sell there.


Why Sell In an Online Marketplace?

Selling in an online marketplace has become a popular option for many companies and people looking to expand their audience and profit from the digital age. These platforms offer many advantages, including a vast customer base, simplified setup, and tools for marketing and sales. Whether you are a budding entrepreneur or an established brand, online marketplaces present a compelling opportunity to promote your goods or services and take advantage of the growing e-commerce trend. 


Let’s explore why selling to an online market is a strategic move in today’s business landscape.



Obtaining positive Amazon reviews, for instance, is a terrific approach to enhancing the reputation of your business and has to be the cornerstone of any growth marketing strategy.


Once you establish a foundation of devoted customers, you can lure them to your website with more discounts and exclusive deals.



Many consumers head to Walmart, Amazon, or eBay before searching for the “best back scratcher” (or whatever they want). Putting your products in these online stores can be the modern-day equivalent of securing a prime location in a storefront display.


Despite your best efforts, consumers might only be aware that you exist once they discover you on one of the more popular platforms globally. Small-scale designers and producers have undoubtedly benefited from Etsy’s large global platform, linking them with consumers worldwide. Etsy’s gross goods sales surpassed $10.28 billion in 2021.



Although the selling procedures on each website vary slightly, selling on these websites is often relatively straightforward.


Selling through eBay and similar websites is more straightforward than running a physical store and could streamline your operations. It can simplify starting a business (97% of Etsy’s sellers run their enterprises from home), give you more infrastructure, and increase your exposure. They may even handle shipping-related matters. You can increase your success on websites like Amazon by investing in more advertising to support your posts. It is a helpful tactic that increases unit orders by 40%.


However, there could be drawbacks to selling on the internet market:


  • Your goods might not stand out in the sea of competitors on the online market.

  • Unfavorable evaluations can affect you; therefore, you may need to answer carefully and sincerely.

  • Platform costs might eat into your profit margins.


The Largest Online Marketplace in the USA


Amazon in the US

With two billion visits every month, Amazon, the largest online retailer in the world, enjoys the most significant popularity in the US. However, its international markets overshadow its 38% share of traffic globally. Amazon’s anticipated $490 billion global gross merchandise volume (GMV), with 69% of sales coming from North America. This shows that Amazon values US traffic almost two times as highly as foreign traffic.


Because Amazon does not have a system for global accounts, sellers from outside North America must create a new account to sell in the US. 


However, Amazon has a single account system for the Americas that enables merchants from Brazil, Mexico, and Canada to sell in the US using the same login.


The most popular online retailer in the world, Amazon, receives two billion visits each month from users in the US. However, its global traffic share of 38% is overshadowed by its international markets. Amazon’s estimated global gross merchandise volume (GMV) is $490 billion, with 69% of sales occurring in North America. This demonstrates that US traffic is valued by Amazon almost two times higher than international traffic.


Sellers outside North America must open a new account to sell on Amazon in the US because it needs a system for global accounts. 


However, Amazon does have a single account system for the Americas that enables Canadian, Mexican, and Brazilian retailers to sell in the US using the same login.


eBay in the US

With a global gross merchandise volume of $100 billion in 2020, eBay will rank as the second-most popular online Marketplace in the US. Compared to Amazon’s 38%, the US accounts for 41% of eBay’s global traffic. The company’s distinctive offering, which enables anyone to sell anything through an online auction, has made it well-known. eBay’s reputation as an online auction flea market endures despite rivals like Yahoo! and Amazon opening their auction markets. Even though most eBay sales now consist of new, mass-produced, fixed-price products sold by companies, the company’s total merchandise volume is still approximately $41 billion.


eBay, a US-based e-commerce pioneer, currently holds only 4.7% of US online retail sales, trailing behind rival Amazon. The company’s early strengths, such as a global account system, have been hampered by outdated perceptions and a chaotic marketplace that resists standardization of product information, shipping, and customer service. Despite having a consistent feedback profile worldwide, listings are specific to each eBay site, only automatically appearing across some countries. in the US

With 93,000 vendors on its online Marketplace now, Walmart, a multinational retail giant, has recently achieved tremendous advancements in e-commerce. The team from, led by Marc Lore, took over after the firm acquired in 2016. This resulted in a change in the company’s e-commerce strategy. contributes 95% of its global traffic and 5.3% of US online retail revenues, with 389 million US visits each month. 


Walmart’s internet sales are predicted to be $50 billion, with an estimated $50 billion in sales. The market is designed for US companies, and the approval procedure for new sellers might take up to three weeks. However, lax catalog quality assurance and seller assistance can give the market a chaotic appearance from the seller’s point of view.


Other Online Marketplaces in the US

Our list from before includes seven additional internet markets.



Etsy is a highly successful pure-play online marketplace with 238 million monthly US visitors and $10.3 billion in global GMV. Contrasting to Amazon and many other marketplaces, it focuses on handmade items. It gives vendors a chance to promote themselves.



Target is a physical store with yearly sales of $94 billion. There are 176 million US visitors every month to the Target website. Although is a sizable online store, its Target Plus marketplace is invite-only and has expanded slowly. It had a little over 100 sellers supplying 165,000 products one year after its February 2019 inception.



Furniture and home goods are the focus of Wayfair, an online store and Marketplace. It is very successful, with 122 million US monthly visitors and a $14 billion yearly GMV. Following a dropshipping strategy, Wayfair determines the retail price of goods and pays merchants the wholesale price rather than charging a fee.



With $2.5 billion in annual revenue and 38 million monthly visitors from the US, Overstock accounts for 95% of its global traffic. Although it also sells jewelry, clothing, and other items, Overstock is best recognized for its furniture and household goods. In 2011, Overstock shut down its first auction site. Although there are still some marketplace merchants, activity is limited, and many items are out of stock.



Mercari concentrates only on the US and Japan. The US accounts for 28 million monthly visits or 26% of overall traffic worldwide. Although businesses can trade on Mercari, the model mainly focuses on selling to consumers.



In addition to trading cards and other collectibles, StockX provides an online marketplace for trendy fashion items like shoes and streetwear. It is designed after stock market trading, where buyers and sellers independently determine prices, and deals are made when a price agreeable to both sides is found. Although StockX is a global marketplace, the US is its largest market, making up 52% of all sales and traffic with 24 million monthly visitors.



Various products are sold on Newegg’s online store and Marketplace. Still, electronics, particularly video games, are its main areas of emphasis. Twenty-three million people and 2 billion in annual sales of US visitors per month are made to the website. Three different tiers of seller participation are available for Newegg’s in-house fulfillment service, Shipped by Newegg. The basic membership level has no monthly price, and the commission rates range from 8% to 15%.



The online marketplace landscape in the United States is a dynamic and thriving ecosystem that has reshaped how consumers shop, and businesses operate. From industry giants like Amazon and eBay to specialized platforms like Etsy and Newegg, these digital marketplaces offer many opportunities for buyers and sellers alike. Whether you’re a small artisan looking to showcase your craft or a large corporation seeking to expand your online presence, understanding and leveraging these online marketplaces can be a strategic advantage.


This thorough manual has offered insights into the most prominent online marketplaces, their advantages, challenges, and why businesses choose to sell through these platforms. It’s important to note that the e-commerce landscape continually evolves, with new players and trends emerging. Keeping up-to-date with new developments and adjusting your strategies can be crucial to success in this ever-changing digital Marketplace. Whether you’re a consumer looking for unique products or a seller aiming to reach a vast audience, the online marketplaces of the USA offer a world of opportunities at your fingertips.


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