US shoppers now spend more than $1 trillion online every year, and that money flows through a short list of storefronts: Amazon, Walmart, eBay, Etsy, social platforms, and brand-owned websites. Picking the right mix decides how fast you launch, how much you keep per sale, and who owns the customer.
This guide shows you exactly how to sell products online and where to sell them, step by step. You’ll see what each major marketplace costs in 2026, how its ads and shipping work, and where it beats or trails your own eCommerce website. Use it to build a shortlist, budget your fees, and launch on the channels that fit your products, margins, and growth goals.
Selling online takes more than uploading photos and a price. Follow these six steps to launch with a plan instead of a guess.
Your product choice shapes everything else: your platform, your ad costs, your shipping, and your profit margin. Pick products with proven demand, healthy margins, and room to stand out.
Key Tips:
Quick test: a product is worth testing when it has steady search demand, at least a 30% margin after fees and shipping, and reviews that reveal an unmet need.
A simple, written plan keeps your budget focused and gives you clear numbers to measure progress against.
Key Factors to Consider:
Next, decide where to sell. In 2026, your options range from large marketplaces with built-in traffic to your own website, where you control the brand and the customer data.
Top Online Selling Platforms:
Each channel has trade-offs in fees, competition, and control. Many brands start on one marketplace, then add a website and a second marketplace as sales grow. An eCommerce strategist can help you choose the right order.
Simple channel starter plan: Mass-market products: start on Amazon, add Walmart, then your website. Handmade or vintage: start on Etsy, then your website. Used or collectible: start on eBay. Wholesale: start on Alibaba.com. Strong social following: start with your website plus Meta and TikTok ads.
Whether you sell on a marketplace, your own site, or both, your storefront has to earn trust in seconds. Clean design, sharp photos, and clear details turn browsers into buyers.
Tips for Building Your Store:
A great product page is only half the job. These behind-the-scenes features keep orders, payments, and customers running smoothly.
Essential eCommerce Features:
Great products don’t sell themselves. You need a steady flow of qualified shoppers to every channel you sell on.
Marketing Strategies to Consider:
A skilled eCommerce marketing partner helps you spend less to acquire each customer and keep them coming back. It’s an investment that compounds over time.
Once your store is ready, choose where to list. Here’s a quick look at the biggest channels for US sellers:
1. Amazon
Amazon is the largest online store in the US, and independent sellers account for more than 60% of sales in its store. It’s the fastest way to reach shoppers who are already searching and buying. Fulfillment by Amazon (FBA) can also put your products in front of Prime members with fast, free delivery.
2. Walmart Marketplace
Walmart Marketplace is the second-largest US marketplace and is growing quickly. It charges no monthly fee, offers its own fulfillment network, and brings a trusted brand and a value-focused audience to new and established sellers alike.
3. Shopify
Shopify is the go-to platform for launching your own branded online store. You get themes, apps, secure checkout, and built-in sales channels, so you can sell on your site, social media, and marketplaces from one dashboard.
4. eBay
eBay is a strong fit for used, refurbished, collectible, and niche products. Auction and fixed-price formats help you reach a global audience of deal hunters and collectors.
5. Etsy
Etsy is the leading marketplace for handmade, vintage, personalized, and craft-supply items. Its buyers come looking for unique, one-of-a-kind products, which makes it easier for small makers to stand out.
6. Alibaba
Alibaba.com is a top choice for wholesale and B2B selling. It connects manufacturers, wholesalers, and exporters with business buyers in nearly every country.
7. Rakuten
Rakuten is Japan’s largest online marketplace and also operates in Europe. It’s worth a look if you plan to expand into Japan or other international markets.
8. Facebook Marketplace
Facebook Marketplace is free and ideal for local sales and community-based selling. For brands, Facebook and Instagram ads and shops can drive buyers straight to your website.
9. Your Website
Your own eCommerce website gives you full control over branding, pricing, and customer data. Platforms like Shopify, WooCommerce, and BigCommerce make it easy to launch and scale.
Selling online opens huge growth opportunities, but results come from planning, not luck. Choose the right products, match them to the right platforms, and back them with smart marketing to build a lasting online presence.
There’s no one-size-fits-all channel. Test your options, track fees and profit by channel, and keep refining as eCommerce trends shift.
Get Started Today! Talk with the Xceed BD team to find the platforms that fit your products and get a clear, personalized plan to grow your online sales.
Amazon remains one of the best places to sell products online in 2026. Independent sellers, most of them small and medium-sized businesses, account for more than 60% of sales in Amazon’s store. That shows how much room there is for third-party brands, as long as you know the rules, the fees, and how to stand out.
Below, you’ll learn how to start selling on Amazon, what it costs, which ad options work, how shipping works, and where Amazon beats or trails your own website. Whether you’re launching your first product or adding a new channel, Amazon can help you scale quickly.
Step 1: Decide What You Want to Sell
Amazon supports dozens of product categories, from home and kitchen to electronics, apparel, and beauty. Some categories and brands are gated, which means you need approval before listing. Check category requirements first so your launch doesn’t stall.
Step 2: Choose a Selling Plan
Amazon offers two selling plans:
Step 3: Create an Account
Register in Seller Central, Amazon’s dashboard for managing your seller account. Have your business details, government ID, bank account, tax information, and a credit card ready for identity verification.
Step 4: List Your Products
Add products one at a time or in bulk with spreadsheet templates. If a product already exists on Amazon, you can match the listing. If it’s new, you create the product page. For each product, provide:
Once your listings are live, Amazon processes payments and handles checkout for you.
Step 5: Start Selling and Receive Payments
Amazon notifies you of each order in Seller Central. Your earnings, minus fees, are deposited to your bank account on a regular payout cycle, and you can track every transaction in your payments dashboard.
Selling on Amazon comes with a few core costs:
If you’re testing a handful of units, the Individual Plan keeps costs low. Once you sell more than 40 units a month, the Professional Plan usually costs less per sale and gives you the tools you need to grow.
Quick math: a $30 kitchen item with a 15% referral fee costs $4.50 per sale in referral fees. Add an FBA fee of roughly $4 to $6 and your landed product cost, and you’ll know your true profit per unit before you ever buy inventory.
Amazon is crowded, so Amazon Ads often decide who gets seen. These are the main options:
For larger budgets, Amazon DSP (demand-side platform) buys display, video, and audio ads across Amazon and partner websites.
Amazon gives you two main ways to fulfill orders:
1. Fulfillment by Amazon (FBA)
With FBA, you send inventory to Amazon’s fulfillment centers. When an order comes in, Amazon picks, packs, ships, and handles customer service and returns. Key benefits include:
Getting Started with FBA:
2. Merchant Fulfilled Network (MFN)
With MFN, you store, pack, and ship orders yourself or through a 3PL partner. You handle returns and customer service, too. It’s a good fit if you have bulky products, low turnover, or want full control over packaging and costs. Strong performers can also qualify for Prime through Seller Fulfilled Prime.
Why Choose Amazon Marketplace?
Selling on Amazon offers clear advantages:
Drawbacks of Selling on Amazon
The audience is huge, but so are the challenges:
Amazon gives small and mid-sized brands direct access to millions of ready-to-buy shoppers. With strong tools, flexible ads, and FBA, you can scale quickly without building your own fulfillment network.
Success still takes active management: keep inventory in stock, optimize listings for search, track ad spend by product, and watch your account health. Whether you ship orders yourself or use Fulfillment by Amazon (FBA), a disciplined Amazon strategy can become a major growth engine for your business.
Walmart Marketplace is the second-largest online marketplace in the US, and its third-party sales are growing fast. Marketplace Pulse estimates about 200,000 active sellers, far fewer than Amazon, which means less competition in many categories. Here’s how to get approved, what it costs, and how to grow.
Walmart charges no monthly subscription, setup, or listing fees. You pay a referral fee only when you sell, usually between 6% and 15%, with a few categories higher. Apparel, for example, carries a 15% referral fee. Check your category’s current rate in Seller Center, and watch for new-seller promotions that can discount referral and WFS fees.
Quick math: a $40 apparel item at a 15% referral fee costs $6 per sale. With no monthly subscription, your fixed costs stay near zero while you test demand, which makes Walmart a low-risk second channel for brands already selling on Amazon.
Walmart Marketplace Ad Options
Sponsored Products Program Walmart Connect, Walmart’s retail media network, offers Sponsored Products ads that appear in search results, on product pages, and in other high-traffic spots. Sellers can launch self-serve campaigns in the Walmart Connect ad center, and new advertisers may qualify for promotional ad credits.
These ads are cost-per-click, so you pay only when a shopper clicks. Walmart’s algorithm matches your ads to relevant searches, and automatic campaigns are a simple way to find winning keywords before you build manual ones.
How to Get Started with Ads
Walmart Connect also offers Sponsored Brands, display, and managed services for brands with larger budgets.
Walmart supports these shipping methods for sellers:
You set carriers, shipping templates, and delivery speeds in Seller Center. Fast delivery matters: items with two-day or faster delivery get more visibility. Walmart Fulfillment Services (WFS) can store and ship your inventory, with fees starting at $3.45 per unit for small, light items. If you ship yourself, use unbranded packaging and skip inserts that promote other stores.
Here’s how Walmart Marketplace compares with selling on your own website.
Pros of Walmart Marketplace:
Cons of Walmart Marketplace:
Walmart Marketplace is a strong channel for everything from home goods to electronics and apparel. With no monthly fee, fast-growing traffic, and a smaller seller pool than Amazon, it’s often the best second marketplace for US brands. Just price carefully, keep delivery fast, and track your referral fees to protect your margins.
Shopify powers millions of online stores and is one of the easiest ways to launch your own branded store in 2026. It gives you a website, secure checkout, payments, and sales channels in one place, whether you’re starting out or replatforming a growing brand.
Ready to open your own online store? Here’s how to get started on Shopify:
Shopify plans fit every stage of growth. Current US pricing:
Most small and mid-sized businesses start on Basic or Grow, while high-volume brands move to Shopify Plus for its enterprise features. Online card rates through Shopify Payments start around 2.9% plus 30 cents on Basic and drop on higher plans, so once your monthly sales grow, upgrading can save more in processing fees than the plan costs.
Shopify connects to the ad platforms your shoppers already use:
Shopify Shipping offers discounted rates from carriers like USPS, UPS, and DHL Express for US sellers, and Canada Post for Canadian sellers. Here’s how it works:
You can also create return labels and track every shipment from the same dashboard, which keeps fulfillment simple. If you’d rather not ship orders yourself, connect a 3PL app or Amazon’s Multi-Channel Fulfillment to send Shopify orders from a warehouse automatically.
Pros of Using Shopify:
Cons of Using Shopify:
Shopify is a top choice for brands that want a reliable, easy-to-manage store with room to grow. Its simple setup, deep app ecosystem, and built-in ad and shipping tools make it one of the strongest eCommerce platforms in 2026. If you want your own branded store without the technical burden, Shopify is a smart place to start.
eBay is one of the world’s largest and best-known marketplaces, with well over 100 million active buyers. It’s a go-to destination for electronics, auto parts, fashion, collectibles, and refurbished goods. Whether you’re clearing out inventory or building a full-time business, eBay gives you a fast way to reach buyers worldwide. Here’s how to get started and sell more.
eBay is easy to start, even for first-time sellers. Follow these steps to set up your account:
eBay can be a low-cost way to reach a global audience, but know these fees before you list:
1. Insertion Fee
2. Final Value Fee
When an item sells, eBay charges a percentage of the total sale amount, including shipping and sales tax, plus a small per-order fee. For most categories, the rate is about 13.6%, but it varies by:
Quick math: a used camera lens that sells for $200 with $15 shipping totals $215. At about 13.6%, the final value fee is roughly $29, plus the per-order fee. Price with that in mind so you still clear your target profit.
Regular sellers can subscribe to an eBay Store for more free listings, lower final value fees in many categories, and extra marketing tools. Current US plans (monthly / billed annually):
Store Benefits Store owners get more free listings, discounted fees, a branded storefront, promotional tools like markdown sales and coupons, and deeper performance insights.
eBay Advertising helps sellers boost visibility, build brand awareness, and win more sales. Here are the main options:
Fast, reliable shipping helps you win buyers and keep your seller rating high. Here’s how to handle it:
Pros
Cons
eBay is a flexible channel for beginners and seasoned sellers alike. Its huge buyer base, simple tools, and auction format make it especially strong for used, rare, and collectible items. Weigh the fees and competition, then price to protect your margin.
If you want to grow your eCommerce sales in 2026, eBay is an accessible starting point with a global audience. Know your costs, list carefully, and ship fast to build the feedback that keeps buyers coming back. Aim for Top Rated Seller status, which rewards fast shipping and low defect rates with better visibility and fee discounts.
If you sell handmade goods, vintage finds, custom gifts, or craft supplies, Etsy puts you in front of shoppers looking for exactly that. In 2026, Etsy remains the top marketplace for handmade products, vintage items, and craft supplies, with tens of millions of active buyers who value originality over the lowest price.
Opening an Etsy shop takes less than an hour. Here’s how:
1. Sign Up as a Seller
2. Set Your Preferences
3. Pick a Shop Name
4. Add Products
5. Set Up Payments
6. Enter Your Billing Info
7. Customize Your Shop
Once your shop is live, you’re ready to make your first sale!
Etsy charges several fees, so price with them in mind. The main US costs:
Fees change over time, so check Etsy’s official fee page before you set prices.
Quick math: on a $40 handmade necklace with $5 shipping, you’d pay $0.20 to list, about $2.93 in transaction fees, and about $1.60 in processing fees, roughly $4.73 in total, or about 11% of the order before any ads.
Etsy Ads help your listings appear higher in Etsy search. Here’s how to start:
You can promote all your listings or only your best sellers. Ads are cost-per-click (CPC), so you pay only when a shopper clicks, and you can adjust your budget anytime.
Etsy keeps shipping simple with calculated shipping, discounted labels, and automatic tracking. Key benefits:
Using Etsy’s shipping tools saves time, cuts label costs, and gives buyers a smoother experience.
Here’s how Etsy compares with selling on your own website:
Pros of Selling on Etsy:
Cons of Selling on Etsy:
Etsy is a strong fit for sellers of handmade products, vintage items, and craft supplies. Quick setup, helpful shipping tools, and a loyal audience make it easy to start selling. Just track your fees and consider pairing Etsy with your own website to build a brand you fully control.
Ready to sell on Etsy? Open your shop today and start reaching buyers who love unique finds.
Sears is a legacy American brand, and Sears.com now runs largely on a third-party marketplace model. Outside vendors list and sell products while Sears provides the platform and payment handling. It’s a smaller, niche channel today, but it can add incremental sales for brands in appliances, tools, and home goods.
To start selling on Sears, follow these steps:
Know the costs before you apply:
Advertising on Sears is limited compared with larger marketplaces. Options can include:
Because Sears no longer fulfills seller orders, you control shipping. That means choosing carriers, setting delivery promises you can meet, and handling returns. Reliable, tracked shipping and fast handling times protect your ratings and keep your account in good standing.
Pros:
Cons:
Sears Marketplace can work as a secondary channel for brands selling appliances, tools, hardware, and home goods. It offers a familiar name and less competition, but reach is limited and you handle all fulfillment.
Treat it as a test, not a foundation. Confirm current fees and program status first, and focus on Amazon, Walmart, and your own website for most of your growth.
Before you apply, ask: Do my products fit Sears’ core categories? Can my inventory system sync stock across channels to prevent overselling? Will expected sales cover the monthly fee and commissions? If all three answers are yes, a small test is worth running.
If you sell in bulk or want international B2B customers, Alibaba.com is one of the best platforms to consider. Owned by China-based Alibaba Group, it connects manufacturers, wholesalers, and exporters with business buyers in nearly every country. It’s built for wholesale (B2B) orders. Alibaba Group serves consumers (B2C) through separate sites like AliExpress.
Below, you’ll learn how to start selling on Alibaba.com, what memberships cost, and how it compares with selling on your own website.
Alibaba.com is one of the largest B2B marketplaces in the world. Here’s why it’s worth a look:
Here’s how to begin selling on Alibaba.com:
Alibaba.com offers tiered memberships:
Pricing varies by region and promotion, so request a current quote from Alibaba.com. US-based manufacturers and wholesalers can also apply through Alibaba.com’s US seller program, which offers its own onboarding support and membership terms.
Use these tools to get more buyer inquiries:
Combined with a complete storefront and fast response times, these tools can significantly increase your inquiries and orders. Buyers favor suppliers who reply within 24 hours, show real factory photos and certifications, and post clear MOQs, so treat response speed as part of your marketing.
Alibaba.com Logistics offers several ways to ship orders:
Not sure which to choose? Compare quotes in Alibaba.com Logistics or work with a freight forwarder.
Alibaba.com offers real opportunity, but weigh the pros and cons first.
Pros of Selling on Alibaba:
Cons of Selling on Alibaba:
If you manufacture or wholesale products and want international B2B buyers, Alibaba.com can be a powerful growth channel. Before committing, weigh membership costs, logistics, and competition from established suppliers.
Ready to reach wholesale buyers worldwide? Set up your supplier account, complete your storefront, and test keyword advertising to start generating inquiries.
Rakuten is a Japanese eCommerce giant with a global ecosystem of more than a billion members. Its flagship marketplace, Rakuten Ichiba, is one of the largest online stores in Japan. Rakuten also runs a marketplace in France, while its US business focuses on Rakuten Rewards cash back and Rakuten Advertising after the US marketplace closed in 2020. Here’s how to choose the right Rakuten channel and get started.
To start selling with Rakuten, follow these steps:
For current requirements, check the seller resources for your target Rakuten marketplace.
Rakuten’s costs vary by market and plan. Rakuten Ichiba typically charges an upfront registration fee, a monthly plan fee, and a percentage-based system usage fee on each sale.
You’ll also pay for payment processing and Rakuten Points funding. Costs to plan for:
Request a current fee schedule from Rakuten and compare it with your margins before you commit. A simple rule: if your product can’t absorb platform fees, points funding, and roughly 10% to 20% in extra localization and shipping costs, test demand through a distributor or cross-border partner first.
Rakuten offers several ways to boost visibility and sales:
For US brands, Rakuten Rewards and Rakuten Advertising are often the simplest entry point, since buyers check out on your own site.
Shipping depends on which Rakuten market you sell in. Common approaches include:
Japanese shoppers expect fast, careful delivery and flawless packaging. Plan for quick shipping, accurate tracking, and easy returns to protect your store ratings. Translate product pages professionally, too, since machine-translated listings quickly erode trust with Japanese buyers.
Pros:
Cons:
Rakuten is a smart channel for established brands ready to expand into Japan or Europe, especially in electronics, fashion, beauty, and household goods. Its points ecosystem and loyal shoppers can drive strong repeat sales. However, market entry takes planning, local support, and budget.
If you’re a US brand, start with Rakuten Rewards or Rakuten Advertising to reach cash-back shoppers, then explore Rakuten Ichiba once international demand is proven.
Facebook Marketplace is one of the most popular places in the US to buy and sell locally, with furniture, clothing, electronics, and vehicles changing hands every day. For brands, Meta offers several ways to reach those shoppers, from Marketplace ads to Facebook and Instagram Shops that send buyers to your website to check out.
“Facebook Marketplace for Business” refers to the tools Meta offers companies to showcase products to Marketplace and Facebook shoppers. With these tools, you can:
Since Meta phased out onsite Shops checkout in 2025, purchases now happen on your own website. That means you keep the customer data and the full brand experience.
To list products at scale, connect your store’s catalog to Meta through Commerce Manager or a supported platform or feed partner, such as:
Once connected, your catalog stays synced with prices and stock. Meta also runs a Marketplace partner program, which brought eBay listings to Marketplace in 2025. Always follow Meta’s commerce policies so your products stay eligible.
One big advantage is cost: creating a Shop and catalog on Meta is free, and individual Marketplace listings are free to post. You pay only for the ads you run and any fees charged by your eCommerce platform, payment processor, or feed partner. Factor those costs into your budget.
To get seen on Marketplace, run targeted ads in Meta Ads Manager. Follow these steps:
Once approved, your ads can appear in the Marketplace feed, reaching shoppers while they actively browse for products. Start small, with $20 to $50 a day, test two or three creatives, and keep the winners. Install the Meta Pixel and Conversions API on your website so Meta can track purchases and optimize toward buyers, not just clicks.
Because Shops orders now check out on your website, your own shipping and return policies apply. Publish clear delivery times and a fair return window, such as 30 days, and ship quickly with tracking. For local Marketplace sales, agree on pickup or delivery details with buyers in Messenger.
Here’s how selling through Facebook and Marketplace compares with selling only on your own website:
Pros:
Cons:
If you want to grow your brand and reach more buyers, Facebook Marketplace and Meta’s commerce tools offer real opportunity. Whether you sell retail products, home goods, or local services, they put your brand where shoppers already spend time. Pair them with a fast, conversion-ready website to capture every sale.
Ready to grow? Connect your catalog, test Marketplace ads, and turn Facebook Marketplace for Business into a steady source of new customers.
Your own online store can be the most valuable asset in your business. Marketplaces bring traffic, but your eCommerce website gives you control over pricing, branding, and customer relationships, and you keep the customer data. If you’ve been thinking about selling directly from your own site, here are the steps and costs to plan for long-term success.
Launching an online store can feel overwhelming, but you don’t have to do it alone. Xceed BD guides you through every step, from strategy and design to launch and growth. Contact us today to start your eCommerce journey.
Selling through your own website takes upfront investment, but it often pays off with higher margins over time. The main costs:
Quick math: a $60 average order on a marketplace with a 15% commission costs $9 per sale. On your own site, payment processing runs closer to $2. At 500 orders a month, that difference is about $3,500, money you can reinvest in SEO, ads, and customer retention.
Xceed BD’s eCommerce SEO services help online stores climb search results, attract qualified shoppers, and turn organic traffic into steady sales.
Paid ads on Google and social media can drive traffic to your eCommerce website quickly. Here’s why they work:
If you’re new to paid advertising, a PPC expert can help you avoid wasted spend and maximize your return on ad spend (ROAS). Xceed BD builds ad strategies around your goals, margins, and budget.
Smart shipping protects your margins and keeps customers happy. Consider:
Publish a clear return policy and provide responsive customer service to keep the experience smooth after the sale.
Pros:
Cons:
If you want full control over your brand, pricing, and customer relationships, your own website is the strongest long-term choice. It takes upfront investment and ongoing management, but greater independence, higher margins, and lower fees can make it your most valuable sales channel.
Ready to take the next step? Let Xceed BD help you build, launch, and grow a high-converting eCommerce website. Reach out today and start selling smarter.
The right eCommerce marketing services can turn a quiet store into a steady sales engine. Whether you’re a startup or an established brand, the right mix of design, ads, and SEO helps you reach more shoppers and sell more. Here are the key services to consider.
A fast, mobile-friendly eCommerce website is the foundation of every sale. Great design creates a smooth shopping experience, strengthens your SEO, and makes products easy to find, so more visitors turn into buyers.
Need sales fast? eCommerce PPC campaigns on Google, Bing, and Meta put your products in front of ready-to-buy shoppers. Experienced PPC specialists refine targeting, bids, and product feeds so every ad dollar works harder.
Combining PPC with eCommerce SEO delivers both quick wins and lasting growth. PPC drives sales right away, while SEO builds rankings that bring in free, compounding traffic and keep inventory moving.
Where you sell, whether on your own website, a marketplace, or both, depends on your products, margins, and goals. Each channel has strengths, and the right mix can make a big difference. For some brands, Amazon or Walmart Marketplace is the best place to start; for others, a branded website comes first.
At Xceed BD, we help you choose the right channels and win on them. Our team builds high-performing eCommerce websites and grows brands on leading marketplaces. Whether you need a conversion-ready store or want to expand to Amazon, we’ll help you reach more customers and grow your sales.
Ready to take your online store to the next level?
Contact us to learn more about our tailored eCommerce marketing services.
Discover how XCEEDBD’s custom software and premium design solutions can accelerate your business growth and maximize your ROI.
