Alternatives to Amazon for eCommerce Sellers

Alternatives to Amazon for eCommerce Sellers E-commerce-World Executives Digest
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Alternatives to Amazon for eCommerce Sellers | There’s no denying that Amazon is the top giant for eCommerce. Amazon is the first port of call for product searches for almost half of US consumers, rather than Google. That means, if it’s possible, eCommerce sellers should look to getting at least a small amount of their inventory onto the biggest platform. 

Selling on Amazon allows you to reach a huge number of customers that wouldn’t ordinarily find your products. It also means you have the support of the excellent customer service that Amazon can provide you and your customers. To help you with your orders, Amazon can even offer fulfillment services meaning your customers will receive their items quickly and safely without you lifting a finger. 

However, with all the pros, there are also cons: Selling on Amazon can be tough. And, as Amazon has access to your sale data, they can use it to undercut your prices with their own products – making the competition near impossible to beat. 

And if you’re not competing against Amazon themselves, you’ll still have millions of other vendors fighting for the same sale. Your listing can get lost in all the noise, and you might not reap the benefits you thought you would. 

That’s why a lot of vendors are now looking for alternative marketplaces for selling, where they have more control over their products, marketing, and success. If you’re in the same position, here are our more niche recommendations.  

It’s worth mentioning, however, that not all marketplaces offer fulfillment services, meaning you’ll need to find a way to pick, pack, and deliver your products. One of the first questions eCommerce startups should ask themselves is what is 3PL or third-party logistics? Understanding the options available to you will help you find the right solution for you and your business.


In terms of online retailers, Walmart is probably one of the biggest competitors for Amazon in the US. While you’ve probably shopped on the website for yourself, you might not know that the supermarket also has its own marketplace, where 3rd party sellers can upload their own products. 

Selling on Walmart gives your listing a much higher chance of being seen. In comparison to the 6.2million sellers on Amazon, Walmart has just 97,000 vendors.


Bonanza is a much smaller marketplace than eBay, Walmart, and Amazon – meaning you have a much better chance of winning the sale. With around 40,000 sellers and a platform that’s designed to make your life a little easier, Bonanza is definitely worth a look. Vendor fees are relatively low, and products can be imported from other platforms if you’re looking to change or scale your business. 

Product-specific marketplaces 

Rather than competing for the attention of consumers – both relevant and irrelevant – product-specific marketplaces ramp up the competition but provide a much more tailored experience for both the customer and vendor. Below are a few product-specific marketplaces that might fit your business. 

  • Houzz: Home improvements 
  • Ruby Lane: Collectibles or antique products
  • ASOS: Fashion
  • Zibbet: Artwork 
  • Reverb: Musical instruments 
  • AbeBooks: Comics, art, and books

Of course, the first place to host your products is your own: Launching a website on eCommerce platforms like Shopify, WooCommerce, or BigCommerce gives you full control over your inventory, prices, and marketing. You can find out more here