PILLAR 2 · Foundational
Start Selling on Marketplaces
How third-party marketplaces work, how they make money, how to compare Amazon, Walmart, eBay, Etsy, TikTok Shop and others, and what it takes to get approved and launch.
Start here if you're new to this topic
What Is an Online Marketplace, and How Is It Different From Your Own Website? · How Do Marketplaces Make Money?
2.1 Marketplace Fundamentals
What Is an Online Marketplace, and How Is It Different From Your Own Website?
The core mechanics of third-party marketplaces — shared catalogs, built-in traffic, and the trade-offs versus running your own storefront.
How Do Marketplaces Make Money?
Referral fees, advertising, fulfillment margin, and subscriptions — the four ways marketplaces generate revenue from sellers.
Marketplace vs. DTC: A Full Economic and Strategic Comparison
A side-by-side comparison of marketplace and DTC selling across cost, control, traffic, and data ownership.
Buy Box / Featured Offer / "Winning the Sale" Concepts, Explained Across Marketplaces
How the shared-listing model works on Amazon and Walmart, and what determines which seller's offer buyers actually see by default.
2.2 Choosing and Comparing Marketplaces
Best Marketplaces to Sell On in 2026, by Category and Business Type
A category-by-category and business-type starting point for narrowing your marketplace shortlist.
Amazon vs. Walmart Marketplace: Full Comparison
Fees, reach, application process, and competition level compared directly between the two largest general-merchandise marketplaces.
TikTok Shop vs. Traditional Marketplaces: How Social Commerce Is Different
Why discovery, not search, drives sales on TikTok Shop — and what that means for the products and content that succeed there.
Etsy vs. Amazon Handmade: Which Is Right for Makers?
Fee structure, buyer expectations, and brand-building differences between the two main handmade-focused marketplaces.
Amazon vs. eBay: Which Is Right for Your Product?
When eBay's lower barrier to entry and resale/collectibles strength beats Amazon's larger but more competitive buyer base.
How to Get Into Target Plus (and Whether You're Eligible)
Readiness signals and realistic expectations for an invite-only program with no public application — see the full Target Plus hub for details.
Niche and Emerging Marketplaces Worth Knowing About
Walmart Canada/Mexico, Mercado Libre, Wayfair, Chewy, Faire, Reverb, Poshmark/ThredUp, and other category-specific marketplaces.
2.3 Eligibility, Application & Verification
What You Need Before You Apply to Any Marketplace
The documents and account details every major marketplace application will ask for, gathered in one place.
How Business Verification Works on Marketplaces
Why marketplaces verify sellers, what documents they typically ask for, and how long the process usually takes.
Marketplace Application Rejected — Common Reasons and How to Fix Them
The most frequent rejection reasons (incomplete verification, thin catalog, mismatched business information) and how to resubmit successfully.
2.4 Marketplace Fees & Policies
Marketplace Fees Explained: Referral, Fulfillment, Storage, and Advertising
The four fee categories that appear across every marketplace, so you can compare platforms on the same basis.
Marketplace Seller Policies 101: What "Account Health" and "Performance Metrics" Actually Mean
An introduction to the performance-metric systems every major marketplace uses to police seller quality.
Restricted, Gated, and Prohibited Products: How Marketplace Product Restrictions Work
The difference between a gated category requiring approval and an outright prohibited product, and how to check before you source.
2.5 Launch Checklists by Marketplace
Amazon Seller Launch Checklist
Everything to confirm before your first Amazon listing goes live.
Walmart Marketplace Seller Launch Checklist
Everything to confirm before and after your Walmart Marketplace application is approved.
eBay Seller Launch Checklist
Setup steps covering listing format choice (auction vs. fixed price), Seller Standards awareness, and shipping policy setup.
Etsy Shop Launch Checklist
Shop setup, policy pages, and category-eligibility confirmation before your first Etsy listing goes live.
TikTok Shop Launch Checklist
Business verification, catalog setup, and first-content-plan steps before launching on TikTok Shop.