Last updated: October 6, 2025
2026 preview: This guide will be refreshed with next-year data in December to reflect marketplace updates and new seller trends.
Looking to diversify beyond eBay in 2025 and prepare for 2026? Below is a pragmatic comparison of the strongest eBay alternatives—what they cost, who they’re best for, and where they beat eBay. Use the quick table to shortlist, then jump into the detailed sections for fees, pros/cons, and seller fit.
Key Takeaways
- Intent shift: Google increasingly favors comprehensive, updated comparisons. A current-year list with clear fees, pros/cons, and niche fit outperforms generic “top 10” roundups.
- Diversify by niche: Fashion (Poshmark, Depop, Vinted), collectibles (Whatnot, StockX/GOAT, Reverb), tech (Newegg), and local (Facebook Marketplace, OfferUp) outperform eBay on audience fit and conversion rates.
- Fees vary by category: Most marketplaces take a commission and/or processing fee. Optimize pricing and platform selection to maintain margin.
- Own your data: Use analytics to compare conversion, fees, and return rate by marketplace. Margin beats vanity sales volume.
Quick Comparison Table (2025 → 2026)
Fees and policies change frequently; verify before listing. “Best for” reflects where sellers see consistent traction, not absolute rules.
| Platform | Best For | Typical Seller Fees* | Buyer Protection | Audience / Region | New vs. Used | Fulfillment Options | Notable Integrations |
|---|---|---|---|---|---|---|---|
| Amazon Scale | New, branded, FBA-friendly catalog | Referral + plan + fulfillment | Strong Amazon-backed policies | Global | New | FBM / FBA | Ads, APIs |
| Walmart Marketplace | Value categories, US mass retail | Category referral only | Walmart policy | US-first | New | WFS / 3P | Ads, feeds |
| Etsy | Handmade, vintage, craft supplies | Listing + transaction + processing | Platform programs | Global | Handmade/Vintage | Self-ship | Shops, ads |
| TikTok Shop Live | Impulse buys, creator-led products | Commission + processing | Platform policy | US/EU | New | Self/3P | Live shopping |
| Poshmark | Fashion, accessories | Flat fee small orders / % for larger | Platform protection | US/EU | New/Used | Self-ship | Social selling |
| Depop | Gen Z fashion, streetwear | % commission + processing | Platform protection | US/UK/EU | Used/Vintage | Self-ship | Social feed |
| Mercari | General consumer used goods | % seller + processing | Platform protection | US, JP | Used/New | Self-ship | Promotions |
| Whatnot Auctions | Live auctions, collectibles | % + processing | Platform policy | US/EU | Collectibles | Self/3P | Live video |
| Vinted | Preloved fashion | Buyer fee + shipping | Buyer/seller protection | EU + US | Used | Label systems | In-app promos |
| Bonanza | Unique one-offs | Low base + optional ads | Platform policy | US | New/Used | Self-ship | eBay sync |
| Newegg | Tech/electronics | Category referral + program fees | Platform policy | US/EU/Asia | New/Refurb | SBN / self-ship | PC parts focus |
| Facebook Marketplace | Local quick sales | Often none local | Limited | Local/Regional | Used/New | Pickup/ship | Social reach |
| OfferUp / Craigslist | Local, bulky items | Minimal to none | Limited | Local | Used | Pickup | — |
| Reverb | Musical instruments | % + processing | Platform policy | Global | New/Used | Self-ship | Specialized tools |
| StockX / GOAT | Sneakers & streetwear | % tiered | Authentication | Global | New/Used | Hub auth | Apps |
| OnBuy | UK marketplace | Plan + category | Platform policy | UK | New | Self/3P | Feeds |
| Allegro | Poland & CEE | Category + promo | Platform policy | PL/CEE | New/Used | Self/lockers | Regional tools |
| Cdiscount | France mass retail | Plan + commission | Platform policy | FR | New | Fulfillment | Feeds |
| Mercado Libre | LATAM scale | % + shipping | Platform policy | LATAM | New/Used | Full logistics | Payments |
| Shopee / Lazada | SEA marketplaces | % + promo | Platform policy | SEA | New | Integrated logistics | Apps |
*Indicative; exact fees vary by category, program, and region.
How to Choose the Right Marketplace
- Model your margins: Calculate profit per unit after all platform fees, shipping, and returns. Skip markets that fail your margin floor.
- Audience fit: Fashion ≠ electronics ≠ collectibles. Choose platforms where buyers expect your product type.
- Operations: Leverage fulfillment programs if possible; otherwise select self-ship-friendly marketplaces.
- Balanced strategy: Combine one major marketplace (Amazon/Walmart) with one or two niche channels for diversification.
Platform Deep Dives
Each platform below includes an updated overview for 2025 and early insights into what’s changing in 2026.
Amazon: Global Scale and Logistics Power
Amazon remains the undisputed leader in e-commerce with over 300 million active customers and roughly 38% of the U.S. online market. For sellers who can manage FBA or maintain Prime-level logistics, it’s unmatched in reach and conversion. Expect 2026 to bring stronger competition in ads and AI-powered pricing tools.
Walmart Marketplace: U.S. Growth Engine
Walmart’s marketplace is now a top-three U.S. eCommerce platform. Its no-monthly-fee structure and WFS fulfillment service make it competitive against Amazon. For 2026, Walmart plans tighter brand verification and advertising expansion through Walmart Connect.
Etsy: Handmade and Vintage Specialization
Etsy remains dominant for artisans and vintage sellers. Its 6.5% transaction fee is offset by strong buyer trust and a large repeat audience. Expect 2026 changes in personalized recommendations and AI content detection for handmade verification.
TikTok Shop: Social Commerce Frontier
TikTok Shop exploded in 2025, merging influencer marketing with in-app checkout. In 2026, expect wider U.S. rollout and tighter ad integrations. It’s ideal for brands leveraging short-form video and creator collaborations.
Poshmark: Fashion-Forward Selling
Poshmark thrives on community-driven reselling. The flat $2.95 fee for small sales and 20% for higher-value items keeps pricing predictable. Expect broader EU expansion in 2026 and new automation tools for bulk listings.
Depop: Gen Z’s Style Hub
Depop remains a go-to for streetwear and vintage fashion. Its social-first interface drives engagement but requires consistent posting. 2026 roadmap includes resale verification and improved AI moderation for counterfeits.
Mercari: Mobile E-Commerce Simplified
Mercari dominates app-based resale in Japan and the U.S. with an easy listing flow and transparent 10% selling fee. The 2026 focus will be enhanced shipping coverage and AI fraud detection.
Whatnot: Live Auction Energy
Whatnot revolutionized collectibles through real-time live auctions. With fees around 8–10%, it’s competitive for sellers of trading cards, comics, or memorabilia. Expect 2026 improvements in search discovery and EU market entry.
Vinted: Preloved Fashion at Scale
Vinted serves tens of millions of users across Europe and the U.S., specializing in used fashion. It charges buyers, not sellers, and will likely expand fee options in 2026 to support shipping coverage and sustainability verification.
Bonanza: Niche Seller’s Marketplace
Bonanza’s low fees and easy listing sync with eBay make it a good secondary channel for unique goods. Expect more marketing automation in 2026 and UI updates to modernize seller dashboards.
Newegg: Electronics Expertise
Newegg’s specialization in electronics continues to attract tech retailers. With referral fees from 8–15%, it’s competitive against Amazon. 2026 may bring expansion into smart home categories and cross-border seller tools.
Facebook Marketplace: Local Reach
Still powerful for local and pickup-based sales. Expect incremental improvements but little innovation in 2026; Meta’s focus has shifted toward ad monetization. Best for quick-turn used goods.
OfferUp / Craigslist: Local Simplicity
Nearly fee-free, these platforms are ideal for bulky or local-only products. 2026 trend: mobile-first local networks with optional payment and delivery integration.
Reverb: Musical Gear Experts
Reverb continues to dominate music gear sales with its specialized audience. Fees remain near 5% plus processing. Expect more AI-driven price benchmarking and collection tracking in 2026.
StockX / GOAT: Verified Resale
Authentication remains the backbone of these marketplaces. Their expansion into electronics and collectibles in 2026 could open new resale niches for verified goods.
OnBuy: UK Growth Platform
OnBuy’s transparent fee structure and pro-seller policies position it as a serious UK alternative. It plans broader EU expansion and fulfillment integrations through 2026.
Allegro: Central Europe’s Powerhouse
Dominant in Poland and expanding across CEE, Allegro’s mix of B2C and C2C opportunities keeps it growing. 2026 will focus on logistics and localized ad programs.
Cdiscount: French Retail Ecosystem
France’s top marketplace outside Amazon, Cdiscount remains valuable for electronics and home goods. Expect continued growth in fulfillment adoption and sustainable shipping in 2026.
Mercado Libre: Latin America’s E-Commerce Titan
Mercado Libre’s integrated payment and logistics systems make it the go-to for LATAM sellers. 2026 will bring stronger cross-border features and localized advertising tools.
Shopee / Lazada: Southeast Asian Scale
These two marketplaces dominate SEA, offering built-in logistics and localized seller tools. Expect AI-driven product recommendations and cross-market integration in 2026.
Reliable Analytics for Magento 2
If your store runs on Magento 2, use the Google Analytics 4 (GA4) extension from WeltPixel to get Enhanced Ecommerce tracking running fast—clean event mapping, GTM import, and optional server-side enhancements—so you can compare performance across marketplaces with real data.
- Tracks key events: item/list views, add-to-cart, checkout, purchase.
- Includes GTM container import for tags, triggers, and variables.
- PRO options: Measurement Protocol, Enhanced Conversions, Ads integrations.
Frequently Asked Questions
Is there a better alternative to eBay?
Yes. Amazon and Walmart Marketplace both offer greater audience reach and better fulfillment options, while niche markets like Etsy or Poshmark outperform for specialized products.
Who is eBay's main competitor?
Amazon remains eBay’s main competitor due to its seller infrastructure, massive customer base, and brand trust.
Is eBay still relevant in 2025–2026?
Yes, eBay is still a meaningful channel, but most sellers get more stable revenue by diversifying into one large marketplace (Amazon/Walmart) plus one or two niche platforms suited to their products.
What’s the cheapest place to sell?
Local channels like Facebook Marketplace, OfferUp, and Craigslist can be near-zero fee but require more hands-on logistics and safety diligence.
What should I evaluate before choosing an eBay alternative?
Model unit economics, match audience intent, confirm fulfillment capability, and check policy risk. Test for 30–45 days and scale only if margins hold.
Conclusion
You don’t need every marketplace—just the right few. Start with a margin model, shortlist using the table, and test listings for 30–45 days. If a channel can’t meet your profit threshold, cut it and reinvest where buyers already want what you sell.
