Relying on a single marketplace is risky. Algorithm changes, fee increases, or account issues can devastate your business overnight. A multi-marketplace strategy spreads risk and opens new customer segments.
Marketplace Comparison
| Platform | Best For | Fee Range | Audience |
|---|---|---|---|
| Amazon | Volume, brand building | 15–20% all-in | Mass market, high intent |
| Etsy | Handmade, unique, personalised | 9–15% all-in | Gift buyers, craft enthusiasts |
| eBay | Clearance, used, collectibles | 10–13% | Bargain hunters, collectors |
| TikTok Shop | Visual, impulse, viral products | 5–8% + affiliate | Under 35, trend-driven |
| Own website | Brand control, highest margins | 2–3% (payment processing) | Returning customers, brand loyal |
Implementation Order
- Master one platform first: Get profitable and systematised on your primary marketplace before expanding.
- Expand to the most complementary: If you're on Amazon, Etsy and TikTok Shop reach different audiences. eBay overlaps more.
- Systematise operations: Use inventory management software (Linnworks, ChannelAdvisor, Veeqo) to manage stock and orders across platforms.
- Build your own website: This should be your long-term anchor. No marketplace fees, full control, and you own the customer relationship.
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