A marketplace is a convenient platform for selling goods between the seller and the buyer. As a rule, such platforms have convenient navigation, a huge number of items and an extended affiliate program. Hundreds of thousands of items are presented on such sites, here you can buy almost everything. Some marketplaces have more than 1 billion users per month. Thus, the competition between websites is very high. It is a good idea if you want to start your own online marketplace. As a rule, companies begin to create niche platforms focused on a specific narrow segment. This allows them to get at least some market share.

A wide range of items and convenient navigation, low prices, gives high popularity to marketplaces. Therefore, it is not surprising that the top 10 marketplaces own about half of the e-commerce segment in the world.

Marketplaces themselves are divided into three types. Let's look at them:

B2B - a marketplace of this type, provides an opportunity for companies to sell items to other companies. Very often, wholesale transactions are performed on such platforms. This type of marketplace allows you to save huge amounts of money for companies since there are no intermediaries in this chain.

B2C - this marketplace makes it possible for companies to sign up and sell goods directly to users. Alibaba and Aliexpress are a prime example of this type of platform.

C2C - is a type of platform that enables users to sell products to other users. Each can be a seller at any time. The most popular platform of this type is eBay.

Let's look at the three most popular marketplaces and define their advantages and features.


Amazon ranks first among the most popular online marketplaces in the world. The platform's share in the world is about 13%, while Amazon accepts about 30% of all online sales transactions in the United States. Website traffic is 1.5 billion users per month. There are a huge number of buyers and more than 3 million sellers. Amazon is very popular due to its convenient sites, convenient order form and fast delivery.

Some sellers earn a few hundred thousand dollars a month. Many people want to start a business on Amazon, but high competition and harsh rules greatly limit the possibilities for beginners.

In addition, Amazon has a very strong affiliate program. You can redirect users from your site to the seller’s page on Amazon and receive a commission on sales. This is a fairly popular business. If you have a highly conversion website, then you can earn tens of thousands of dollars a month.

As you can see, Amazon has built a powerful platform where users can earn money and customers buy goods at low prices.


Alibaba is the most popular marketplace in China. It takes second place in the world. The platform has about 185 million users per month. Alibaba network includes the second most popular marketplace in China - Aliexpress. The site presents a huge amount of goods. The company's turnover reaches 900 billion dollars a year.

Of course, Alibaba and Aliexpress are primarily popular due to the audience from China. So the share of these two platforms is 80% of the entire Chinese market e-commerce.


Closes the top three most popular marketplaces in the world - eBay. The main feature of this platform is the availability of an online auction. Many users hunt for delicious prices. Here are presented both ordinary goods and very unique and specific ones.

Sign up form on the platform is quite simple, thus many users are happy to use eBay to sell their goods. First of all, the platform is designed for the American market, but there are also versions of the site for other countries. As a rule, in other regions, the site’s popularity is not as high as in the USA.

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