The Best Online Marketplace Platforms for Sellers in Hong Kong and Worldwide

Online marketplaces are ecommerce sites that aggregate products from various sellers, providing a one-stop shop for consumers. These platforms often serve as the first destination for shoppers, offering the convenience of comparing prices and products from multiple sellers in one place. Each marketplace has unique features, such as specific listing fees, product categories, and buyer demographics, which shape the selling experience.

Online marketplaces are typically categorised by business models: B2B (business-to-business), B2C (business-to-consumer), and C2C (consumer-to-consumer). For example, Alibaba Group operates Taobao Mall (C2C), Tmall (B2C), and Alibaba.com (B2B), each targeting different market segments. Similarly, Amazon integrates third-party sellers in its vast B2C ecosystem, while eBay primarily functions as a C2C marketplace. Understanding these distinctions helps sellers choose the most suitable platform for their products and target audience.

Selling on these online platforms offers numerous benefits, beginning with drastically increasing market reach, which leads to increased sales revenues. Plus, they introduce your brand to new sales channels, making your company more resilient. Most platforms also provide better customer experiences, resulting in higher chances of repeat business, which is crucial for long-term success.

Increased reach and visibility

Online marketplaces provide access to approximately 3 billion active monthly visitors across major platforms like Amazon, eBay, and Walmart. This vast audience offers sellers the opportunity to reach millions of potential customers in the global marketplace, significantly boosting visibility and sales.

Platforms like Facebook Marketplace, with over 2.7 billion users monthly, showcase the potential consumer engagement you can tap into. By listing products on these popular marketplaces, you can appeal to diverse customer preferences, from clothing to tech gadgets, ensuring they reach the right audience.

Larger buyer base

One of the biggest advantages is access to a large buyer base, with platforms like Amazon offering unparalleled reach. Selling internationally is also highly profitable, as over 80% of businesses in cross-border ecommerce find it lucrative. The profit potential is immense, with 83% of potential sales found globally.

Simplified logistics and operations

Once a purchase is made, online platforms manage the entire transaction process, ensuring a streamlined experience for both buyers and sellers. This includes user-friendly inventory management and customer service features, enhancing operational efficiency in the online store.

Transparency in stock levels, prices, and availability can help maintain clear communication with customers and build trust. Selecting a marketplace with robust features and integrations can further simplify logistics and operations, facilitating easier management of sales across multiple channels and countries.

Selling online also comes with its own set of challenges. Listing fees and commissions can significantly impact profitability, so understanding these costs is vital for optimisation. Additionally, the competitive environment on these platforms requires unique strategies to stand out and succeed.

Limited control over branding and presence

One of the major challenges is the limited control over branding and presence, as businesses must adhere to the platform's rules and restrictions. This can make it difficult to establish a distinct brand identity, which is crucial for long-term success.

Marketplace fees and commissions

Each ecommerce platform comes with unique fees. For instance, Amazon charges $ 39.99 monthly for its Professional Seller plan with additional fees depending on product category and fulfilment strategy. eBay charges a non-refundable listing fee, an insertion fee for multiple categories, and a final value fee ranging from 10% to 12%.

On the other hand, Etsy charges $ 0.20 for each item and requires listing renewal every four months. Understanding fee structures and how they affect profitability is crucial for optimising your online sales strategy.

Competition and saturation

High levels of competition on popular marketplaces can make it difficult for newer ecommerce businesses to stand out among numerous similar offerings. Analysing competitors can help identify unique opportunities and differentiate them from others in the marketplace.

When choosing where to sell, it's essential to consider the top marketplaces and their unique advantages. In 2026, these leading platforms offer vast market reach and robust seller support, making them ideal for sellers aiming to grow sales internationally.

1 Amazon

Amazon, launched in 1994 originally as an online bookstore, has become a largest online marketplace in the global ecommerce market. Known for selling over 4,000 products every minute, it offers individual and professional seller plans. The platform retains customers with detailed product categories, exclusive discounts, and smart product comparisons. With 44% of online shoppers checking prices on Amazon first, businesses can leverage advertising and listing optimisation to attract more visitors.

2 eBay

eBay operates in 190 global markets with over 135 million users. It supports both auction-style and other listing formats, making it versatile for various product categories. eBay fees vary by category but offer flexible selling options. It generates an annual gross market value of $83 billion, serving both consumer-to-consumer and business sellers. While eBay is one of the largest online marketplaces worldwide, it remains especially popular for its consumer to consumer auction format.

3 Etsy

Etsy focuses on handmade or vintage items and craft supplies, ideal for crafters, artists, and collectors. Present in 27 markets, it helps small businesses reach a global audience. Etsy sellers often drive traffic from social media and use the platform as a cost-effective alternative to traditional ecommerce websites.

In addition to the global giants, niche marketplaces and local selling platforms cater to specific product categories or community-based sales, offering unique opportunities for sellers.

1 Mercado Libre

Mercado Libre is a leading marketplace in Latin America, serving over 18 countries with integrated payments and financial services. In Q2 2025, it had 71 million unique buyers and facilitated over 550 million transactions, marking significant growth in the region.

2 Newegg

Specialising in electronics and tech accessories, Newegg attracts a tech-savvy audience. It has referral fees ranging from 8% to 15% and a stringent seller approval process.

3 Chairish

Chairish is an online consignment marketplace for high-quality home décor and furniture. It offers curated listings and handles shipping logistics, returning between 60% and 80% of the selling price depending on the seller plan.

For sellers targeting the Hong Kong market, leveraging local and regional online marketplaces can be a strategic way to reach customers effectively. These platforms cater to the unique preferences and shopping habits of consumers in Hong Kong, offering opportunities for both local sales and cross-border selling.

1 Carousell

Carousell is one of the most popular online marketplaces in Hong Kong, known for its user-friendly mobile app and focus on C2C sales. It allows users to buy and sell a wide range of products, from electronics to fashion, with a strong community presence in the region.

2 HKTVmall

HKTVmall is a leading Hong Kong-based online shopping platform offering a vast selection of products, including groceries, electronics, and fashion. It combines marketplace sellers with its own inventory, providing fast delivery and trusted service to local consumers.

3 Taobao (Hong Kong)

Taobao, operated by Alibaba Group, is widely used by Hong Kong shoppers for its extensive product range and competitive prices. Many sellers use Taobao to reach Hong Kong consumers through cross-border selling, benefiting from integrated payments and logistics services.

Running a successful online store involves following essential strategies, such as optimising product listings, leveraging advertising tools, and managing customer relationships effectively.

• Optimising product listings. Optimise product listings with high-quality images and detailed, engaging descriptions. Amazon, Etsy, and other platforms also provide tools and guidelines for companies to market their businesses more effectively and attract more buyers.

• Leveraging advertising tools. Marketplace advertising can substantially increase product visibility and traffic to listings. Native advertising tools on each platform can significantly enhance seller visibility and drive sales.

• Managing customer relationships. Good customer service is essential. Ensuring affordable products and maintaining high-quality customer service helps companies build a positive reputation among buyers.