Best Online Platforms for Small Businesses & New Sellers in 2025

If you’re a small business owner or first-time seller looking to sell products online, you’re in the right place at the right time. E-commerce is booming – global online sales are projected to exceed $4.1 trillion in 2024 – and there are more ways than ever to reach customers. But success takes more than just listing your product and hoping for the best. In today’s e-commerce landscape, savvy sellers combine the right marketplace with smart marketing (like leveraging micro influencers and engaging UGC content) to stand out.

In this blog, we’ll explore the best online marketplaces and platforms for small businesses and new sellers. We’ll also share tips on how Amazon sellers, boutique brands, and creators can make the most of each channel. The tone here is casual and informative – think of it as a friendly guide to kickstart your online selling journey. Let’s dive in!

Top 10 Online Selling Platforms for Small Businesses

Below we’ve rounded up 10 of the best platforms (and strategies) to help you start selling online. From major marketplaces like Amazon to social commerce on Instagram, each option has its own perks. Spoiler: We’ll start with a not-so-traditional “marketplace” – leveraging micro influencer marketing with Stack Influence – because getting your product discovered is half the battle for new sellers!

1. Stack Influence – Leverage Micro Influencers for Sales

Stack Influence is not a typical e-commerce marketplace – it’s a micro influencer marketing platform that connects brands with everyday content creators. Why include it on this list? Because for small businesses, collaborating with micro influencers can be a game-changer to drive sales and build brand awareness. Stack Influence has a vetted community of influencers (usually under 20K followers each) with a combined reach of over 11 million social media users. These creators promote your product to their engaged audiences, generating authentic buzz and user-generated content (UGC).

What makes micro influencer marketing so powerful for new sellers is the trust and authenticity it creates. Micro influencers typically promote products in exchange for free samples – meaning their social posts reflect genuine experiences with your product. This word-of-mouth style promotion often leads to more conversations and recommendations about your brand. In fact, according to the Wharton School of Business, 82% of consumers are highly likely to follow product recommendations from micro influencers. That’s huge for a small business trying to gain trust!

By using Stack Influence to run a product seeding campaign, a small e-commerce brand can quickly generate UGC, reviews, and social proof that build credibility. Think of it as fuel for your other sales channels: the photos, videos, and testimonials from these collaborations can be repurposed on your Amazon listings, website, or social media ads. Plus, the direct traffic and sales that come from influencer shoutouts can boost your product’s ranking on marketplaces (hello, algorithm love!). For any first-time seller, tapping into a network of enthusiastic micro influencers gives you a running start – it’s like having a grassroots salesforce spreading the word about your product.

2. Amazon – The E-Commerce Giant

You probably guessed this one. Amazon is the world’s largest online marketplace and a must-consider for almost any product seller. With over 310 million active users globally (about 230 million in the U.S. alone), Amazon provides unparalleled reach. It commands about 38-40% of U.S. online retail market share – meaning when people think “online shopping,” they often think Amazon first. In fact, 56% of consumers start their product searches on Amazon rather than on search engines. So listing your products here puts you in front of a massive audience actively looking to buy.

Pros: Amazon brings trust and convenience (fast Prime shipping!) that can attract buyers to your listings. New sellers benefit from Amazon’s built-in traffic – you don’t have to drive every customer to the site, since millions already shop there daily. Amazon’s tools like Fulfillment by Amazon (FBA) let you outsource storage and shipping, so even a one-person business can offer Prime 2-day delivery. It also offers advertising options (Sponsored Products, etc.) to boost your visibility. Many Amazon sellers are small businesses – over 60% of Amazon’s sales come from third-party sellers (mostly SMBs), and more than half of sellers are profitable within their first year.

Cons: The competition on Amazon is fierce. You’re listing alongside countless other sellers, including possibly the product manufacturer or Amazon’s own brands. To succeed, you’ll need to optimize your product listings with great images, detailed descriptions, and strategic keywords. Additionally, Amazon’s fees will eat into your margins: expect a referral fee around 8–15% per sale plus fulfillment fees if you use FBA. There’s also a monthly seller plan fee if you choose the Professional account.

Tips for Amazon Sellers:

• Optimize listings: Use high-quality photos, clear titles, and bullet-pointed descriptions highlighting benefits. Research keywords so your product shows up in search. The better your listing, the more likely you’ll convert Amazon’s huge traffic into buyers.

   

• Earn reviews & ratings: Positive reviews are gold on Amazon. Provide excellent customer service and follow up with buyers (within Amazon’s communication guidelines) to encourage honest reviews. UGC from micro influencers can also help here – some influencers will post reviews or at least create social buzz that drives external traffic to your listing.

   

• Leverage FBA: For new sellers, using FBA can boost your chances of winning the Buy Box and make your offer Prime-eligible. This often leads to higher sales, as many Amazon shoppers filter for Prime shipping.
  

Amazon is a big pond, but the customers are already there in droves. If you navigate the fees and competition with a smart strategy (and maybe a little influencer marketing boost on the side), it can become a cornerstone of your online sales.

3. Etsy – Handmade & Niche Goods Marketplace

If your products are handmade, custom, vintage, or crafty, Etsy should be on your radar. Etsy is the go-to marketplace for artisans, crafters, and creative entrepreneurs. It boasts about 95 million active buyers as of 2024, all looking for unique, hard-to-find items that aren’t mass-produced. For a small business with a personal touch, Etsy provides a ready-made audience who values that uniqueness.

Pros

Etsy’s user base expects and appreciates small sellers – in fact, playing up your story can be a selling point. You can create a storefront with your branding, bio, and policies. Etsy also has community features like Teams and forums to connect with other sellers and learn the ropes. It’s relatively simple to set up, and listing an item just costs $0.20. When you make a sale, Etsy’s fees are straightforward: about 5% transaction fee on the sale price, plus payment processing (roughly 3% + $0.25). There’s no monthly store fee for the basic Etsy shop, which is great for first-timers testing the waters.

Cons

While Etsy’s audience is sizable, it’s still smaller than Amazon’s and focused on specific categories. If you sell electronics or commodity items, Etsy is not the right fit. Also, because Etsy emphasizes handmade, you might face challenges if you ever scale up production or outsource manufacturing (sellers have to disclose if products are designed by you but made with production assistance). Competition among similar crafters can be stiff, and Etsy has introduced advertising options that sometimes favor those who pay for promoted listings. Profit margins can be thin once you account for materials, Etsy fees, shipping, and the time invested in handcrafted products – so price your items carefully.

Tips for Etsy Sellers:

• Nail the photography: Clear, well-lit images with multiple angles will set you apart. Shoppers can’t handle your artisan coffee mug in person, but great photos (and even short videos) can convey its quality and story.

   

• Use tags and keywords: Etsy allows multiple tags per item – use them all! Think like a buyer and include phrases they might search. Also fill out attributes like color, size, occasion, etc. These help your items appear in Etsy search results.

   

• Tell your story: Use the “About” section and your shop announcements. Many Etsy shoppers love buying from real people and appreciate a little background – why do you make your product? What’s special about it? This can build a loyal following who feel connected to your brand.
  

In short, Etsy is a fantastic launching pad for creative small businesses. It’s casual and personal by nature, and you can slowly build a brand with repeat customers there. Some sellers even graduate from Etsy to their own standalone websites once they have a solid customer base, but many keep Etsy as a core sales channel for steady organic traffic.

4. eBay – Auctions & Global Reach

eBay is a veteran in the e-commerce space, famous for its auction-style listings and vast category range. Whether you’re selling brand new products or used goods, eBay can be an effective platform – especially for first-time sellers who want flexibility in what and how they sell. As of early 2025, eBay has 134 million active buyers worldwide, so there’s a large audience browsing on any given day.

Pros

eBay’s biggest strength is its versatility. You can sell almost anything (as long as it’s legal and meets eBay policies) – from electronics to collectibles to car parts. For small businesses, eBay can be a good channel to liquidate excess inventory or sell open-box returns, etc., that wouldn’t be ideal for Amazon’s “new only” marketplace. You have the option of auctions (letting the market bid up the price) or fixed-price “Buy It Now” listings. Setting up an eBay seller account is quick, and you pay fees only when you list and when you sell. Typically, there’s a small insertion fee (first few listings each month are free for private sellers) and a final value fee ~10% of the sale price. Unlike Amazon, eBay directly connects buyers and sellers – buyers see your profile, and you can personalize your listings more. You can even use eBay to invoice buyers or do custom deals (for example, if someone messages asking for a bundle). This can make the experience feel more peer-to-peer and casual, which some buyers and sellers prefer.

Cons

eBay’s heyday as the dominant marketplace has passed, and it now holds only a single-digit percentage of online retail share (around 3% of U.S. e-commerce in recent years). It’s still significant, but you may not see the same volume as on Amazon. Additionally, customers on eBay often expect bargains – many go there hunting for deals or used items. If you’re launching a premium-priced new product, eBay might not showcase it in the best light (though there are plenty of high-end products on eBay too). Another consideration: payment processing is handled through eBay’s Managed Payments (no more direct PayPal with buyers), which can take a day or two to deposit funds. And be prepared for the occasional non-paying bidder or tricky customer – eBay’s seller protection exists, but it’s important to document everything (shipping, item condition) in case of disputes.

Tip

Even though eBay is an older platform, you can still use modern tactics to boost sales. High-quality product images and detailed descriptions help your listing stand out. Offering free shipping (factored into your price) and fast handling time can also give you a boost in search results. And just like other channels, excellent customer service will earn you positive feedback, which builds trust with future buyers.

5. Shopify – Build Your Own Online Store

So far we’ve talked about marketplaces where you join an existing platform. Shopify is a bit different: it’s an e-commerce website builder that lets you create your own online store. For a small business aiming to build a brand, Shopify (or similar tools like WooCommerce, BigCommerce, etc.) is a popular choice. You get to run your site on your domain – for example, yourbrand.com – and have full control over the look and feel. Essentially, you’re creating your own marketplace just for your products.

Pros

The biggest advantage is branding and control. You’re not one listing among millions on a big marketplace; instead, customers see your storefront, with your logo, design, and messaging. This helps in building a loyal customer base and brand identity. Shopify offers tons of professional themes, apps, and SEO tools to help you customize your site and optimize it for search engines. It’s very user-friendly – you don’t need to know how to code to set up a basic store. Another pro: no marketplace commission fees on each sale (beyond payment processing). Shopify charges a monthly subscription (plans range from about $29/month for Basic up to $299/month for Advanced). If you use Shopify’s built-in payment processor, transaction fees are included; if you use an external payment gateway like PayPal, there may be an extra 2% fee. For small-scale sellers, the Basic plan is usually enough to get started. Shopify also scales with you – if you grow, you can upgrade plans or add features as needed.

Cons

“Build it and they will come” does not apply here. With your own store, you are responsible for driving traffic. That means investing in marketing – whether SEO, social media, paid ads, or influencer partnerships – to get people to find your site. Early on, this can be challenging and sometimes costly, especially compared to a place like Amazon where millions of shoppers are searching daily. Another con is that you have to handle more logistics: setting up payment processors, figuring out shipping integration, handling sales tax, etc. Shopify makes these easier with integrations, but it’s still on you to configure. Lastly, some customers might be hesitant to buy from a standalone site they’ve never heard of (versus the comfort of, say, “Ships from and sold by Amazon.com”). You’ll need to build trust through professional design, site security, clear return policies, and even trust badges or customer reviews on your site.

Pro Tip

Even on your own site, make use of UGC and social proof. For example, display reviews and testimonials (perhaps some quotes from those micro influencers or customers who loved your product). Seeing real people endorse your product can reassure new visitors. Also, consider adding a blog to your site to improve SEO – share stories, how-to guides related to your product, or behind-the-scenes looks at your business. This can attract organic traffic and also establish you as more than just a faceless seller.

6. Walmart Marketplace – Big-Box Retail Exposure

Walmart Marketplace is Walmart’s answer to Amazon, allowing third-party sellers to list products on Walmart.com. It’s a bit more selective – historically you had to apply and be approved to sell on Walmart’s platform – but it has opened up a lot in recent years to compete with Amazon’s seller base. Selling on Walmart.com can be lucrative, especially if your products fit Walmart’s customer profile (value-conscious shoppers, popular categories like home, apparel, baby, etc.). Walmart’s online marketplace gets over 120 million unique visitors each month in the U.S., which makes it one of the largest e-commerce sites, second only to Amazon in some metrics.

Pros

Less competition (so far) than Amazon. While Walmart’s online marketplace is growing, it still has far fewer sellers – which could mean your product has a better chance to shine, particularly if it’s a category Walmart is expanding in. You also benefit from Walmart’s brand trust. Many Americans are accustomed to shopping at Walmart stores, and Walmart.com is seen as a trustworthy place to buy. If you can offer free 2-day shipping (either via your own logistics or Walmart’s fulfillment service, WFS), you gain a big advantage as Walmart highlights 2-day shipping items similar to how Amazon highlights Prime. Fees on Walmart are competitive: a referral fee of about 6% to 15% depending on category (similar to Amazon, some categories like electronics are lower, others like jewelry higher), and no monthly seller fee. Also, Walmart doesn’t charge listing fees. They’re clearly trying to attract sellers from Amazon with a potentially lower cost structure and a large built-in audience.

Cons

The setup process can be more involved. You need to apply to become a Walmart Marketplace seller and meet certain requirements (they prefer experienced sellers with a track record of ecommerce success, though smaller sellers do get in). The onboarding and system isn’t as slick as Amazon’s Seller Central yet – some sellers find Walmart’s seller interface less intuitive. Another con is that Walmart’s online algorithms and advertising platform are still developing. Amazon has very robust seller tools and third-party support (think of all the Amazon seller softwares out there); Walmart’s ecosystem is newer, so you might find fewer resources or smaller community knowledge base. Additionally, Walmart’s audience might expect lower prices (Walmart’s known for low prices), so premium brands should ensure their value proposition is clear. Keep in mind Walmart’s rules too – for example, they generally don’t allow you to sell the same item cheaper on other sites (price parity requirement).

7. Facebook Marketplace – Social Selling Made Simple

Not all online selling needs a formal “platform” – Facebook Marketplace is a more casual, person-to-person style platform that has also become a valuable channel for small businesses. If you have a Facebook account, you already have access to Marketplace. It started as a Craigslist-like way to buy/sell used items locally, but now you can also offer shipping for products and reach people beyond your neighborhood. Given Facebook’s enormous user base (nearly 3 billion monthly active users globally), Marketplace posts can get a lot of eyeballs, especially locally or regionally.

Pros

Free listings! It costs nothing to list items on Facebook Marketplace. You can create a listing in minutes with a photo and description. For new sellers or very small businesses, this no-barrier-to-entry approach is fantastic. If you’re just testing a product idea, you can gauge interest on Marketplace without setting up a whole store. Initially, Marketplace was mostly local pickup transactions (and it’s still heavily used for that – think selling that old sofa or homemade crafts to people in your city). But Facebook introduced shipping options, and if you enable shipping on your listings, buyers nationwide can purchase your item. The fees are low: Facebook charges a 5% selling fee on shipped transactions (or a flat $0.40 fee for shipments under $8), which is very reasonable. If you stick to local-only and take cash in person, there’s no fee at all because the transaction isn’t through Facebook. Another pro is the built-in chat – buyers often message with questions, and you can build rapport or negotiate, which gives a human touch to selling.

Cons

The casual nature of Marketplace means you’ll deal with casual buyers. Be prepared for flaky inquiries (“Is this still available?” – a question every Marketplace seller gets a dozen times) and people who vanish without purchasing. There’s also no formal payment escrow for local deals – it’s up to you and the buyer to arrange payment and pickup. If you use shipping, the payments go through Facebook (linked to your bank), but there’s a short delay as Facebook holds funds until tracking shows item delivered. Another con is discoverability: Marketplace search isn’t as sophisticated as Amazon’s. Your item’s visibility can depend on timing, category, and luck. It’s wise to renew/repost your listings periodically to reach new people. Also, consider safety for local meetups – always meet in a public place if possible.

One more thing: Facebook also lets businesses create a Facebook Shop (which can integrate with your Instagram Shop and your product catalog). That’s a bit different from Marketplace, but worth mentioning. A Facebook Shop is like a mini storefront on your Facebook page where people can browse your collections. It’s free to set up and basically syncs with your product feed. Customers can sometimes check out directly via Facebook (again 5% fee) or be directed to your website. This blurs the line between social media and marketplace, and it’s a great way to turn those Facebook fans into buyers.

8. Instagram Shopping – Visual Commerce for the Social Savvy

Whereas Facebook Marketplace feels like a yard sale or flea market, Instagram is more like a trendy popup shop on a bustling street – it’s all about visual appeal. For small brands with photogenic products (think fashion, beauty, home decor, food, art, etc.), Instagram isn’t just for marketing; it can directly drive sales. By setting up Instagram Shopping, you can tag products in your posts and stories, allowing users to tap and see details or purchase. Even without the formal “shop” feature, many businesses make sales through DMs or link-in-bio referrals. It’s social commerce at its finest.

Pros

Massive audience and engagement. Instagram has over 2 billion monthly active users, and people scroll it not just to connect with friends but to discover trends and products (hence the phrase “Instagram made me buy it!”). If you can create eye-catching content, you can build a following and customer base right on IG. For a small business, this is a chance to showcase your brand personality and product usage in a lifestyle context. When you post a great product photo or a video reel, you’re not just listing specs – you’re inspiring customers with how your product fits into their life. Instagram Shopping tools make it seamless: users can see a post, tap the product tag, and go to a product page to buy (either on your website or natively in the app if you have Instagram Checkout enabled). As of now, Instagram’s checkout fee is low or even waived for many small sellers (they had waived selling fees to encourage use, though this may change in the future). Additionally, partnering with influencers on Instagram can amplify your reach. Influencer marketing isn’t just for big brands; micro influencers (like those on Stack Influence) shine on IG by creating authentic posts that can draw their followers to your page.

Cons

It’s a crowded, competitive space. Every niche on Instagram likely has established influencers and brands already. Gaining followers and consistent engagement can take time and effort (posting regularly, using hashtags, engaging with comments, etc.). There’s also the challenge that users are in “browse mode” on IG; they aren’t on there primarily to shop, so converting a casual scroller into a buyer requires compelling content and often multiple touchpoints. Unlike a marketplace where someone searches “buy running shoes” with intent, on IG they might just stumble on your cool custom sneakers and think “nice pic” – you have to nudge them to buy. Another con: you pretty much need good visuals. Low-effort photos or lack of aesthetic won’t cut it on this platform. This might mean investing in some photography or design work. Finally, you’re at the mercy of algorithms. Your followers might not see every post unless they interact a lot, and new potential customers might only see you if you either go viral, run ads, or collaborate with others.

Tip

Even if you don’t have Instagram’s shopping feature set up yet, you can start by building a presence: share behind-the-scenes of your business, customer testimonials, and of course product photos. Use relevant hashtags to get discovered. Engage with your target community (comment on similar profiles or your followers’ posts). This organic relationship-building can translate into sales over time. Also, consider using Instagram Stories and Reels – these have huge reach and are great for showcasing product demos, unboxing, or quick before-and-after results (depending on your product). For example, a skincare small business might do a Reel showing a morning routine using their product. Pin your best posts to your profile and make use of Story Highlights (you can have a “Shop” highlight, “Reviews” highlight, etc. on your IG profile). Overall, if your product shines visually and you enjoy creative marketing, Instagram is a playground that can directly lead to e-commerce success.

9. TikTok – Viral Video Commerce (The Newcomer)

Another social commerce frontier that has exploded recently is TikTok. While many think of TikTok as the app for dance challenges and Gen Z memes, it’s also rapidly becoming an e-commerce force. TikTok introduced shopping features and TikTok Shop in various regions, and even without those, countless products have gone viral under the hashtag #TikTokMadeMeBuyIt. For a small business or new seller, TikTok offers the tantalizing possibility of massive viral exposure – if your product hits the right note with TikTok’s algorithm and community.

Pros

Unmatched viral potential. TikTok’s algorithm can take a video from a total newbie account and show it to millions of people if the content is engaging. This means a single creative or authentic video featuring your product could drive a surge of traffic and sales overnight. It’s a more level playing field compared to platforms where you need followers first – on TikTok, content is king. The platform is especially effective for demonstrating products in a fun or novel way. Are you selling a cool kitchen gadget? Show it in action with a catchy sound clip. Got a transformative beauty product? Do a quick before-and-after or a reaction video of someone trying it. Users love genuine reactions and useful hacks – which small businesses often have plenty of, since they’re passionate about their products. TikTok users also skew younger (teens, 20s, early 30s), which is great if that’s your target market or if you want to future-proof your brand by gaining young customers. Importantly, TikTok has integrated shopping: in some markets including the US, sellers can set up TikTok Shop to sell directly in the app. And even outside of that, you can link to your online store on your profile. According to recent stats, 55% of TikTok users have made an impulse purchase because of a TikTok video – talk about influencing buying behavior! People scroll TikTok not just for entertainment but also discovery; 1 in 6 users even use it as a search engine to find product info (e.g., searching “best ring light TikTok”).

Cons

TikTok content creation requires a bit of creativity and willingness to put yourself (or at least your product) on camera. Not every small business owner is comfortable becoming a “TikTok creator,” which is okay – you can also partner with content creators to make videos for you (again, Stack Influence or other influencer networks can help here). Another challenge is that trends on TikTok move FAST. What’s popular this week might be passé next week. To really capitalize on TikTok, you have to spend time on the app, learn the trends, sounds, and memes, and then think of how to apply them to your product in a clever way. Additionally, while viral bursts are great, sustaining that traffic is the next challenge. You might see a spike in orders, then things cool off; it requires consistency and community engagement to turn TikTok fame into long-term customers. Finally, TikTok’s audience might leave goofy comments or ask repetitive questions; staying responsive and friendly in the comments helps (because comment engagement can also boost your video’s reach).

10. Other Niche Marketplaces & Apps

The online selling universe is huge, and there are plenty of niche platforms that might be perfect for your specific business. As a small seller, you don’t need to be on all of these, but here are a few notable ones to consider:

• Mercari

A popular app/marketplace for selling virtually anything, similar to eBay but focused on mobile simplicity. It’s big in the US and Japan, with around 20 million monthly active users globally in recent years. Mercari is especially good for secondhand items, toys, electronics, and fashion. It’s very user-friendly for beginners (listings take minutes via your phone). Mercari charges a flat 10% selling fee and currently no listing fee, making it low-risk. If you have excess inventory, thrift finds, or handmade goods, Mercari could bring in extra sales.

• Poshmark

If you’re in the fashion and apparel space (new or used clothes, boutique fashion, etc.), Poshmark is a social marketplace worth checking out. It reportedly has tens of millions of users (about 7-8 million active buyers as of a couple years ago, and growing). Poshmark is U.S.-focused and encourages a community feel – users follow each other’s “closets” and you share listings to increase visibility. It’s great for women’s clothing and accessories. Fees are straightforward: for sales under $15, a flat fee around $2.95; for $15 or above, 20% commission. That commission is a bit higher, but it covers things like prepaid shipping labels and the convenience of the platform. Poshmark is known for a friendly vibe and even hosts virtual “Posh Parties” where people share listings at certain times.

• Newegg

Got a tech product or electronics to sell? Newegg is a major electronics-focused marketplace. Small tech businesses (like those selling PC components, gadgets, etc.) can find a targeted customer base here. It’s more of a traditional marketplace model, with a seller application and commission fees comparable to Amazon’s. The audience is largely tech enthusiasts.

In essence, the list could go on – from Google Shopping (which isn’t a direct marketplace but a comparison shopping feed) to smaller craft marketplaces like Folksy or ArtFire. The key is to find the platforms where your target customers hang out. It’s often better to do really well on 2-3 platforms than spread yourself too thin across 10 of them. You can always expand later once you have a handle on fulfilling orders and managing inventory across channels.

Tips for Succeeding as a New Online Seller

Choosing the right platform(s) is half the battle. The other half is how you execute your selling strategy. As a wrap-up, here are some essential tips for small businesses and first-time sellers to thrive in the online marketplace:

• Leverage Social Media & Micro Influencers

Even if you primarily sell on a marketplace like Amazon or Etsy, you can drive extra traffic and sales by promoting on social channels. Create business accounts on platforms like Instagram, Facebook, or TikTok to showcase your products in use. Micro influencers can be a cost-effective way to get the word out – they create content and reviews that expose your product to niche audiences. Many micro influencers will collaborate in exchange for a free product, which is budget-friendly for new businesses. The content they produce (photos, unboxing videos, tutorials, etc.) can also be reused in your own marketing (with permission). This approach builds social proof and can even improve your listing conversion rates – for example, an Amazon listing with great review photos or a video of someone enthusiastically using the product can significantly boost trust.

• Mind Your Pricing and Fees

When selling online, always keep an eye on the fee structures and adjust your pricing accordingly. Calculate the landed cost of your product (product cost + shipping + marketplace fees + taxes, etc.) to ensure you’re making a profit. Small businesses can’t always compete on price with big-box sellers, but you also don’t want to inadvertently lose money on each sale because fees ate the margin. If your product is premium and priced higher, make sure to communicate its value through your listing and marketing.

• Encourage and Showcase Reviews/UGC

Positive reviews help build trust on any platform. Encourage satisfied customers to leave reviews (many platforms send automated follow-ups, but a polite request in your insert or thank-you email can help). When you get great feedback, show it off. If it’s on your own site, highlight testimonials on your homepage. If it’s on Etsy, pin it in your shop announcements or share on social media (maybe create a cute graphic of a customer review). Today’s shoppers heavily rely on social proof, and user-generated content like reviews, unboxing photos, or customer Instagram tags can do the selling for you.

• Stay Adaptable

The online market is always evolving. New features roll out (e.g., new ad types on Amazon, or algorithm changes on Etsy), trends change (remember when fidget spinners were all the rage?), and consumer habits shift. Be ready to learn and pivot. Follow e-commerce blogs or YouTube channels that share the latest tips for sellers. Join communities (Facebook groups, subreddits, etc.) relevant to your platform for peer advice. The more you stay informed, the quicker you can adapt and stay ahead of the curve.

Conclusion to Best Online Platforms for Small Businesses

Launching your small business online is an exciting journey. The beauty of today’s e-commerce environment is that you have options – from giant marketplaces like Amazon and Walmart to social selling on Instagram and niche communities on Etsy or Poshmark. There’s no one-size-fits-all solution; the “best” marketplace to sell on depends on your product, your brand, and where your customers spend their time.

For many first-time sellers, a combination strategy works well: for instance, you might list on Amazon for volume, use Etsy for artisan credibility, and build your own Shopify site for long-term brand growth – all while promoting via micro influencers on social media to tie it all together. With a bit of experimentation, you’ll find the mix that works for you.

Remember, every big brand started somewhere. Amazon itself began as a tiny online bookseller, and many Etsy top sellers were literally kitchen-table crafters at the start. With dedication, great customer care, and smart use of tools (yes, we’re biased, but don’t sleep on the power of micro influencer marketing for that initial momentum!), your small venture can grow into a thriving online business.

Now it’s your turn to take action. Pick a platform, get your products out there, and see what happens. Learn and iterate. The barrier to entry has never been lower, and the world of e-commerce shoppers – from Amazon sellers to content creators and everyone in between – is waiting to discover what you have to offer. Good luck, and happy selling!