Beyond eBay and Amazon: 5 more international marketplaces to master
Two names dominate global e-commerce – Amazon and eBay – so it’s no surprise that most people start their journey as an online retailer on one or the other. But while most roads may lead to Amazon and eBay, they needn’t necessarily end there.
Expanding to new online marketplaces continues to be one of the safest and quickest ways to scale your online store and access new international markets. Cost to entry is low; without the time and capital investment needed to create your own storefront, marketplaces can offer you the flexibility to dip your toes into the waters of new markets and see which regions and type of products work best.
Not all marketplaces are created equal, however. When you begin to look beyond the Amazon and eBay behemoths, you’ll find more specialist platforms.
Conducting thorough research is key to understanding which channels will work best for your brand as each offers different features, access to various global markets, and often requires a tailored, localised approach to customer service, pricing and shipping times.
So, to help you start thinking global and stretching your seller wings, here are five more popular marketplaces to master.
1. Newegg
Newegg is a technology-focused alternative marketplace that attracts clued-up, savvy customers who know exactly what they’re looking for. If you’re selling the right product at a competitive price, this knowledgeable audience of over 40 million registered users will buy. Newegg is well known for its low rates of commission too.
Main markets you can access: 20 countries and regions, including USA, Canada, Australia, Japan, Singapore, Philippines, United Arab Emirates, Turkey, UK, Argentina and Mexico
- Open 20+ local currency accounts and get paid like a local
- Pay suppliers, partners and staff worldwide in 100+ currencies
- Collect payments for free from 130+ marketplaces and payment gateways, including Amazon, Etsy, PayPal and Shopify
- Save with competitive exchange rates on currency conversions and transfers
- Lock in exchange rates for up to 24 months for cash flow certainty
2. Rakuten
Founded in Japan in 1999, the purchase of Play.com helped Rakuten to expand globally and establish a strong presence outside of its trading heartland of Japan. It’s now the largest e-commerce platform in Japan and the third-largest globally.
Rakuten operates as a one-stop shop for online sales and it’s easy for online sellers to get their products in front of consumers based in the UK, continental Europe and elsewhere through their dedicated regional websites.
Main markets you can access: France, Germany, Spain, UK, China, South Korea, Hong Kong, Taiwan, USA, Canada, Australia
3. Wish.com
Wish.com is a mobile shopping app with headquarters in the USA, boasting millions of users in over 60 countries, generally of a younger demographic (Millennials and Gen Z). At 15%, the transaction fee for merchants is high, but the scale of the operation seems to be enough to keep third-party sellers using the site.
Wish’s product categories are broad, covering everything from beauty and baby items, to automotive and sustainable products. To sell on Wish.com, merchants need to fill out a questionnaire and be invited to join the platform.
Main markets you can access: China, North America, South America, UK, Europe – pretty much anywhere
4. CDON
CDON is one of the largest online marketplaces in the Nordic region, making it a natural next step for online retailers looking to expand into Sweden, Denmark, Norway and Finland. Launched in Sweden in 1999, it originally focused on electronics and entertainment but has evolved into a broad, multi-category platform with a wide range of products – from fashion and health products to home goods and toys.
It’s an especially strong option for brands offering high-quality products, at prices that suit high-cost, quality-conscious consumers, with a willingness to localise product content and customer experience.
Main markets you can access: Sweden, Denmark, Norway, Finland
5. Kaufland
Kaufland Global Marketplace is a fast-growing platform that connects sellers with customers across Central and Eastern Europe. A single seller account allows you to list products in eight countries and manage everything from one dashboard.
Backed by strong brand recognition and logistics support in the area (Kaufland is part of Schwarz Gruppe, which also owns Lidl), it’s a strong option for both new and established online stores looking to grow in key EU markets without separate operations in each country.
Main markets you can access: Germany, Czech Republic, Slovakia, Poland, Austria, Romania, Bulgaria, Croatia, Moldova
Considerations when launching on new online marketplaces
Beyond making sure the marketplace aligns with your target region, audience and product listings, there are a few other key factors to think about before diving in.
Fees: Referral fees, seller fees, listing fees and monthly subscription fees can vary widely. These directly affect your margins, so it’s worth comparing costs across platforms.
Seller support: Good customer service for sellers can save you time and stress – especially when issues come up in unfamiliar markets. Look at onboarding help, account management and dispute resolution.
Fulfilment services: Check whether the marketplace offers warehousing, delivery and returns support, or if you’ll need a third-party logistics partner. Fulfilment impacts customer satisfaction and your ability to scale efficiently.
Compliance and localisation: Some marketplaces require local tax registration, language translation or product certifications. Without these requirements, you might face delays or even get blocked from selling.
Getting paid: Consider how and when you’ll be paid, as this affects cash flow. Also see what currencies are supported and how reduce costs when converting or withdrawing funds.
One World Account for global marketplace collections
Managing your payments across multiple marketplaces and regions shouldn’t be a full-time job. With a World Account from WorldFirst, you can keep things simple, efficient and cost-effective.
- Collect in your customer’s local currency and hold funds in 20+ currencies, converting or withdrawing when it suits your business. This means you can wait for favourable rates and time your conversions for better value.
- Pay international suppliers directly from your currency balances, cutting out double conversions and saving on unnecessary fees.
- Set up 20+ local currency accounts online – no need for a bank account or overseas address in every region.
- Collect from 130+ marketplaces and payment gateways and see all your marketplace earnings in one place. This gives you a central view of your cash flow.
- Pay zero fees to receive funds and keep more of your earnings.
- Earn cashback with the World Card on eligible business spend, from seller fees and advertising costs to supplier payments and travel.
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