Marketplace hubs
Every hub follows the same structure — eligibility, fees, fulfillment, seller performance, advertising, and troubleshooting — so you can compare platforms directly instead of reconciling six different formats.
Amazon
The broadest buyer base of any marketplace, and the most operationally demanding to run well.
Walmart Marketplace
A strong second or third marketplace, with lower competition than Amazon in many categories and a reviewed (not instant) approval process.
eBay
The best fit for resale, collectibles, refurbished goods, and auction-format sales.
Etsy
Handmade goods, vintage (20+ years), and craft supplies — a genuinely restrictive category policy relative to general marketplaces.
TikTok Shop
Social- and video-first commerce — the newest major marketplace here, and the one whose terms move fastest.
Target Plus
Invite-only. There is no public self-serve application — and this hub says so plainly.
Temu
The largest low-price cross-border marketplace by traffic, now building a parallel local-fulfillment model — with fee terms that, unusually for a hub this size, aren't published anywhere official.
Shein Marketplace
Shein's third-party seller program, distinct from its original supplier-manufacturer model — with eligibility and fee reporting that varies noticeably between sources.
Fee & access comparison
Pulled from each marketplace's own hub page — always confirm the exact current rate for your category before pricing. Last verified September 5, 2026.
| Marketplace | Fee range | Fulfillment | Application model | Best fit |
|---|---|---|---|---|
| Amazon | 8-45% referral fee by category (most categories 8-17%); many categories tiered by sale price; $0.30 per-item minimum | FBA, Seller Fulfilled Prime (SFP), or self-fulfilled | Self-serve; category approval (“ungating”) required for some categories | Private-label brands, established manufacturers, and resellers in a wide range of categories |
| Walmart Marketplace | 6-20% referral fee by category, several tiers by sale price; no monthly subscription | Walmart Fulfillment Services (WFS) or seller-fulfilled | Application + business and catalog review (not instant) | Sellers already profitable on Amazon looking to diversify; strong catalog data required to pass review |
| eBay | 13.6% + $0.40/order for most categories; category-specific rates from 3-15.3%, several tiered by sale price | Seller-fulfilled by default; eBay International Shipping for cross-border | Self-serve signup | Resale, collectibles, refurbished/used goods, and long-tail/niche categories |
| Etsy | $0.20 listing fee + 6.5% transaction fee + payment processing; Offsite Ads 12-15% | Seller-fulfilled | Self-serve signup, category policy strictly enforced | Makers, vintage sellers (20+ year old items), and craft-supply sellers — not a fit for private-label or wholesale resale outside those categories |
| TikTok Shop | 5-6% referral fee per qualified order (US) for most categories; lower for pre-owned goods and select jewelry — unconfirmed third-party reports of a 2026 increase to ~8% are not corroborated by TikTok Shop's own Seller Center | Seller-fulfilled; logistics partnerships vary | Self-serve business verification | Social/video-first brands, trend-responsive products, sellers who want to combine content, creator partnerships, and LIVE shopping |
| Target Plus | Not publicly published | Modeled on Target's retail standards; integration typically via an approved partner | Invite-only — no public self-serve application form | Established, well-reviewed brands and retailers with a strong operational track record elsewhere |
| Temu | No official published fee schedule. Third-party seller guides report roughly 2-5% under Temu's fully-managed model and 8-15% under the semi-managed/Local Seller model, both varying by category — treat as directional, not confirmed | Fully managed (Temu handles storage, shipping, and returns) or Semi-Managed/Local Seller (seller ships from local inventory) | Self-serve seller account registration; Local Seller Program adds business-registration and identity verification, reported approval within about one business day | High-volume, low-price-point SKUs with thin per-unit margins; sellers who can source or hold local inventory to use the Local Seller Program rather than cross-border shipping |
| Shein Marketplace | No official published fee schedule. Third-party guides report roughly 10% commission in the US/EU and roughly 12% in the UK after a commission-free new-seller period of at least 30 days, reportedly uniform across categories — unconfirmed by Shein directly | Seller-fulfilled (24-hour processing, 48-hour ship, ~7-business-day delivery promise) or optional SHEIN Fulfillment Service (SFS) | Business-account application via the Shein Seller Center; third-party sources disagree on the eligibility bar (see below); reported review timeline of 5-10 business days | Established, professionally-operated apparel and fashion-adjacent brands with reliable fulfillment and catalog photography that matches Shein's visual standards |
Other & emerging marketplaces
Lighter-weight coverage, reviewed annually unless demand justifies promoting one to a full hub.
| Marketplace | Notes |
|---|---|
| Walmart Canada / Walmart Mexico | Same operator, separate marketplace accounts and requirements. |
| Mercado Libre | Dominant marketplace across Latin America. |
| Wayfair | Home goods and furniture specialist marketplace. |
| Chewy | Pet-category specialist marketplace. |
| Faire | Wholesale/B2B marketplace connecting brands with independent retailers. |
| Reverb | Music gear specialist marketplace. |
| Poshmark / ThredUp | Resale and secondhand apparel marketplaces. |
| Google Shopping / Merchant Center | Functions like a marketplace for discovery; technically a shopping ad channel. |
| Instagram / Facebook Shops | Social commerce storefronts inside Meta's apps. |
| Amazon Handmade | Amazon's handmade-goods program, separate policy track from standard Amazon. |