Which marketplace should I choose to start selling on? A guide by Sello

Choosing the right marketplace can make or break your e-commerce success. Whether you're a seasoned retailer or a new entrepreneur, the platform you start with will impact your brand visibility, revenue potential, and operational complexity. At Sello, we help thousands of sellers integrate and manage their sales across multiple marketplaces, so we know what works.

In this post, we’ll break down the key factors to consider when choosing your first (or next) marketplace, and share expert recommendations based on your business goals.

Why the might marketplace matters

Selling online is no longer just about having a great product — it’s about being where your customers are. Each marketplace attracts a different audience, offers unique seller tools, and comes with its own set of rules, fees, and expectations.

When you choose the right marketplace:

• You reach the right customers faster.
  
• You reduce operational work.
  
• You scale more efficiently with fewer risks.

Marketplaces to consider in 2025
Here are some popular and high-performing marketplaces we help sellers integrate with at Sello:

1. Amazon – For volume and reach

Best for: Sellers with competitive pricing and logistics in place.
Pros: Massive customer base, global reach, powerful advertising.
Cons: High competition, strict policies, and seller fees.

Sello Tip: If you're ready to scale quickly and can handle Amazon's fulfillment or seller requirements, this is a strong choice.

2. eBay – For unique and refurbished goods

Best for: Vintage, collectible, or second-hand products.
Pros: Flexible selling formats (auction/fixed), strong buyer trust.
Cons: Lower margins, more hands-on selling approach.

Sello Tip: eBay is excellent for niche sellers and those with irregular stock — think refurbished tech or rare fashion.

3. Etsy – For handmade and creative products

Best for: Handmade, vintage, and craft-based businesses.
Pros: Targeted creative audience, brand-friendly.
Cons: Limited scalability, transaction and listing fees.

Sello Tip: If you make your own products and value community and aesthetic, Etsy is your best choice.

4. Zalando – For fashion brands in Europe

Best for: Mid- to high-end fashion retailers looking to grow in the EU.
Pros: Trusted fashion platform, strong logistics, localized experience.
Cons: Onboarding requirements, brand standards.

Sello Tip: Use Sello’s integration tools to simplify the onboarding and order management process with Zalando.

5. CDON – For nordic sellers

Best for: Sellers in the Nordics or those targeting Scandinavian customers.
Pros: Strong local presence, lower competition.
Cons: Smaller reach compared to Amazon or eBay.

Sello Tip: CDON is a great first step into the Nordic e-commerce scene — especially for general merchandise.

How to choose the right marketplace for you

Ask yourself the following questions:

1. What do I sell? – Niche, handmade, mass-market, or branded?
2. Where is my audience? – Local vs. international reach.
3. How much support do I need? – Think logistics, returns, customer service.
4. What are the costs? – Factor in commission, listing, and transaction fees.
5. How fast do I want to scale? – Start small or go global?

Multi-channels strategy: Why choose just one?

Here’s the secret: you don’t have to.

Starting with one marketplace is smart — but scaling across multiple channels is smarter. With Sello, you can:

• Sync your inventory and orders across all major marketplaces.
  
• Manage listings from one dashboard.
  
• Avoid overselling and stock errors.

Sello helps you sell everywhere from one place — Amazon, eBay, Etsy, Zalando, CDON, and more.

Final thoughts: Start smart, then scale

Choosing your first marketplace is an exciting step — but it’s just the beginning. At Sello, we recommend starting with the platform that matches your strengths, then expanding strategically. We can also guide and help you with choosing the right marketplaces for your brand.

Need help getting started or ready to integrate multiple channels?
Get in touch with our team or explore our integrations to learn how Sello can power your e-commerce growth.

Fredric Hedman, Head of Sales & Marketing