Online retail is still booming. In 2024, global ecommerce sales surpassed $6.3 trillion, and by 2027, that figure is projected to exceed $8 trillion. Over 2.5 billion people shopped online last year alone—with mobile commerce generating more than $2 trillion in revenue.
Despite the growth, the ecommerce landscape remains complex. Sellers face a crowded field of platforms, each offering distinct benefits depending on business goals. Some platforms deliver built-in traffic through marketplaces, while others hand you the reins to build your own branded experience from scratch.
The Best Ecommerce Platforms of 2025
Here’s a quick snapshot of today’s leading players:
- Amazon dominates the U.S. ecommerce sector with a 37.6% market share and more than 300 million active users.
- Shopify supports over 4.6 million active stores globally, with more than $300 billion in transactions processed last year.
- Etsy continues to rule the handmade and niche product space, boasting 91.5 million active buyers—97% of sellers operate from home.
- Walmart is rapidly expanding online, receiving nearly 500 million monthly visits and operating 34 fulfillment centers nationwide.
- Temu, although relatively new, now draws 167 million monthly users—especially popular among value-focused consumers making smaller purchases.
In this guide, we’ll break down the most prominent ecommerce platforms of 2025—what they offer, who they’re ideal for, pricing insights, and how they’re performing in the market.
Ecommerce Platforms vs. Marketplaces: What’s the Difference?
Before diving into specific platforms, it’s important to understand the difference between ecommerce platforms and online marketplaces. While the terms often get mixed up, the two serve very different functions.
- Ecommerce platforms (like Shopify or WooCommerce) let you build and manage your own online store. You control everything—from branding and design to checkout flow and customer communication. Pros: Full customization, control over customer data, brand building
Cons: You’re responsible for marketing, traffic, and order fulfillment - Marketplaces (like Amazon, Etsy, or eBay) are centralized platforms where many sellers list products on the same site. Customers browse the marketplace, not your individual store. Pros: Built-in audience, easier setup, access to millions of shoppers
Cons: Less branding control, platform fees, stricter rules
Choosing the Right Model: Platform or Marketplace?
The decision comes down to this core tradeoff:
- Use a platform if you want to create a recognizable brand, own customer data, and control pricing, promotions, and design.
- Use a marketplace if you want quick access to a massive customer base with fewer upfront responsibilities.
Real-World Example:
- A DTC clothing brand might prefer Shopify for full branding control.
- A solo artisan looking to sell crafts may find it easier to get started with Etsy or Temu.
In reality, many sellers use both over time—starting with one and expanding to others as they grow.
Best Ecommerce Platforms and Marketplaces in 2025
Here’s a comprehensive look at the top ecommerce solutions in 2025. Each has a unique value proposition depending on what you’re selling, where your customers are, and how you want to grow.
| Platform | Type | Market Presence | Key Advantages |
|---|---|---|---|
| Amazon | Marketplace | 37.6% U.S. ecommerce share; 300M+ users | Access to Prime members; logistics via FBA; massive traffic |
| Shopify | Ecommerce Platform | 4.6M+ stores; $300B+ processed | Customization; full control; direct customer relationships |
| eBay | Marketplace | 132M buyers; 18M sellers worldwide | Global reach; auction features; simple setup |
| Etsy | Marketplace | 91.5M buyers; 6.6M sellers | Niche for handmade and vintage; creative tools; loyal buyer base |
| Walmart | Marketplace | $648B revenue; strong online+offline play | Massive reach; omnichannel support; fulfillment options |
| Temu | Marketplace | 167M monthly users; high mobile engagement | Ultra-competitive pricing; fast-growing traffic |
| Alibaba | B2B Marketplace | $130B+ in revenue; strong in China | Ideal for bulk and wholesale; global B2B connections |
| MercadoLibre | Marketplace | 148M users; $14.5B revenue | Focus on Latin America; fintech and logistics integration |
| Target Plus | Curated Marketplace | Digital sales = 18.3% of $24.5B revenue | Trusted retail name; selective seller onboarding |
| Wayfair | Niche Marketplace | $11.8B revenue; 22.3M customers | Specializes in home goods; high repeat buyer rate (80%) |
Amazon: The Dominant Force in Ecommerce
Amazon continues to lead the U.S. ecommerce landscape in 2025, commanding an impressive 37.6% of the market. With more than 300 million active customers worldwide and billions of product searches monthly, Amazon is the default shopping destination for millions—and a top choice for sellers seeking reach and rapid delivery infrastructure.
Key Amazon Insights for 2025
A major driver of Amazon’s sales is its independent sellers—over 60% of total sales come from third-party vendors. Most of these sellers rely on Fulfillment by Amazon (FBA), Amazon’s warehousing and logistics solution that handles shipping and returns on their behalf.
With more than 200 million Prime members expecting swift, free delivery, Amazon pushes high standards across the board.
- Amazon U.S. sellers move over 4.5 billion items annually.
- 80% of American users say fast, free shipping is their top reason for choosing Amazon.
- The platform receives 3.6 billion monthly visits, with the vast majority coming from the U.S.
- Prime enjoys an astounding 99% two-year renewal rate.
Seller Success on Amazon
Success on Amazon is possible, but it requires discipline. The platform has strict guidelines, performance KPIs, and associated costs.
- 30% of sellers earn over $5,000 per month in revenue.
- 57% report profit margins above 10%.
- Over 10,000 sellers hit $1 million in annual sales by 2023.
- Thanks to automation and FBA, 50% of sellers spend under 10 hours weekly managing their business.
Amazon Selling Costs
Amazon’s fee model includes:
- $39.99/month for a professional selling plan.
- Referral fees averaging 15% of each sale.
- FBA charges based on product size/weight.
- Storage fees starting at $0.87 per cubic foot (Jan–Sept), with holiday spikes.
Who Should Sell on Amazon?
Amazon is best suited for:
- Sellers with fast-moving, competitively priced, easily shipped products.
- Businesses focused on scale and automation via FBA.
- Brands ready to operate under strict metrics and compliance.
It’s ideal for sellers who want exposure and infrastructure but may not suit niche or brand-sensitive goods due to competitive pressures and platform restrictions.
Shopify: The Ultimate Platform for Branded Ecommerce
Shopify empowers businesses to create custom online stores with full branding control. It’s not a marketplace—it’s a fully-fledged ecommerce platform for merchants to build independent storefronts using custom domains, themes, and apps.
Shopify in 2025: Growth and Reach
As of this year, Shopify supports over 4.6 million active stores across 175 countries. More than 2 million merchants use the platform, which has collectively processed over $300 billion in sales.
From solo creatives to household names like Kylie Cosmetics and Gymshark, Shopify serves businesses of every size.
Shopify’s Performance in 2024
- Revenue for Q3 2024 hit $2.16 billion, a 26% year-over-year increase.
- Gross Merchandise Volume rose to $69.7 billion in Q3.
- Net income reached $828 million, with $283 million in operating income.
- Merchant solutions generated $1.55 billion in revenue.
Why Sellers Choose Shopify
Shopify grants sellers full ownership over their brand, customer data, and marketing approach. No referral fees apply (if Shopify Payments is used), and sellers aren’t fighting for space on a shared product page.
- Multilingual support for up to 20 languages.
- Shop Pay checkout converts 72% better than standard options.
- Over 10,000 third-party apps are available to enhance features.
Shopify Pricing in 2025
- Basic plan: $39/month
- Shopify Plus (for enterprise merchants): starts at ~$2,000/month
- Shopify Payments: no extra transaction fees
- Third-party payments: up to 2% in transaction fees
- Optional apps/themes may add to monthly costs
The average order value stands at $108.12, with top-performing categories including apparel, beauty, and home goods.
Who Shopify Is Best For
Shopify is ideal for:
- Merchants wanting full brand control.
- Creators with an existing audience or those willing to invest in marketing.
- Sellers looking to scale globally, with localized currencies and shipping options.
Shopify doesn’t hand you traffic—but gives you everything needed to build a sustainable brand.
eBay: A Marketplace for Versatile and Unique Inventory
eBay remains a flexible and well-established platform, supporting both auctions and fixed-price formats. As of 2024, it boasts 132 million buyers and 18 million active sellers globally.
It’s one of the few platforms where you can sell everything from refurbished gadgets to rare collectibles—all while maintaining control over pricing and sales formats.
eBay Performance Highlights
- Revenue in Q2 2024: $2.6 billion
- GMV for the quarter: $18.4 billion
- 650 million monthly visits, with users spending 10.5 minutes per session
- 28 million “high-value” buyers spend ~$3,000 annually
What Makes eBay Different
eBay thrives on search-based discovery, not curated storefronts.
- 32% of new sellers are Gen Z.
- 60% of sellers are based in the U.S. and UK.
- Auctions and “Buy It Now” formats both supported.
eBay Fees and Seller Costs
- First 250 listings are free each month; $0.35 afterward.
- Payment processing: 2.9% + $0.30 per sale.
- Promoted listings (optional): 2–15% of sale price.
- Store subscriptions from $4.95/month.
Best-Suited Sellers for eBay
eBay is ideal for:
- Sellers with unique, collectible, or secondhand goods.
- Resellers, refurbishers, and liquidators.
- Global sellers who want a wide audience without launching a standalone site.
eBay doesn’t require polished branding—it rewards clear listings, competitive pricing, and responsive communication.
Etsy: The Go-To Platform for Handmade and Vintage Products
Etsy is the leading destination for handmade items, crafts, vintage goods, and custom-made products. With over 91.5 million buyers and 6.6 million sellers, Etsy continues to thrive as the premier creative marketplace.
Etsy Stats for 2024
- Revenue (Q2 2024): $647.8 million
- GMV: $2.5 billion
- Over 400 million monthly visits
- 6.9 million habitual buyers, 37 million repeat customers
Etsy’s Seller Community
Etsy is dominated by individual creators:
- 97% of sellers operate from home.
- 82% are solo-run businesses.
- 80% identify as women.
- Popular age group: 18–34, especially 25–34.
- Home & Living is the top-selling category (35% of sales).
Etsy Fees and Costs
- $0.20 per listing (valid for 4 months or until sold).
- 6.5% transaction fee (excluding shipping).
- Payment processing fees vary by region.
- Etsy Plus: $10/month for extra shop tools and listing credits.
- Optional Etsy Ads and offsite ads.
Who Should Sell on Etsy?
Etsy is perfect for:
- Creative entrepreneurs and artists.
- Sellers of personalized or niche products.
- Side hustlers and crafters looking for flexible selling from home.
High-quality visuals, engaging product descriptions, and reliable shipping are key to thriving on Etsy.
Walmart Marketplace: Retail Powerhouse With Growing Ecommerce Reach
Walmart has turned its vast brick-and-mortar footprint into an ecommerce engine. It receives 497 million monthly online visits and combines physical stores with digital logistics to serve a growing audience.
Walmart’s Ecommerce Expansion
- 2024 revenue: $648 billion
- Ecommerce grew 22% in Q2 2024 alone
- Online grocery dominates, with 54% of U.S. users purchasing groceries via Walmart
- Walmart serves 255 million customers weekly—online and offline
Walmart Marketplace Highlights
Unlike Amazon, Walmart does not charge a subscription fee. Instead, sellers must meet high standards to join and remain on the platform.
- 34 ecommerce fulfillment centers in the U.S.
- Backed by 100 global distribution hubs
- Walmart Fulfillment Services (WFS) supports warehousing and two-day delivery
- 66% of Walmart’s online customer base is aged 30–49
Who Should Sell on Walmart?
Walmart is ideal for:
- Experienced sellers with reliable fulfillment capabilities
- Brands targeting U.S. consumers with competitive pricing
- Sellers in grocery, household, and mass-market product categories
To succeed, sellers must maintain 95% on-time delivery and under 1.5% order cancellations.
Temu: Disrupting the Ecommerce Scene with Ultra-Low Pricing
Temu, launched in 2022 by PDD Holdings (also the parent company of Pinduoduo), has rapidly emerged as one of the fastest-scaling ecommerce platforms globally. Its core strategy? Connecting international consumers—especially those in the U.S.—directly with Chinese manufacturers to deliver ultra-affordable products.
By 2024, Temu had surpassed 167 million monthly active users and received more than 540 million visits monthly across its global web properties. Its app regularly outranks competitors like Amazon and Walmart in terms of U.S. download volume.
Key U.S. Statistics
Temu’s aggressive growth stems from its rock-bottom pricing model, frequent flash deals, and an app interface built for spontaneous, mobile-first shopping.
- Global app downloads crossed 52 million as of May 2024.
- The U.S. user base alone exceeds 100 million.
- Gen Z shoppers account for 35% of its American users.
- Users spend an average of 22 minutes per day in the app.
- 18.5% of users return within a week—a notable figure in the discount retail category.
Inside Temu’s Business Model
Operating on a factory-to-consumer structure, Temu differs from Amazon-style third-party marketplaces. It manages product sourcing, quality checks, and international logistics.
- 40% of U.S. purchases are under $20.
- Most items fall under categories like household goods, gadgets, and non-branded everyday items.
- 42% of Temu’s global user base comes from the Americas.
Ideal Sellers for Temu
Temu favors manufacturers and high-capacity suppliers who can produce fast, cheap, and in bulk. Its platform doesn’t support strong branding or custom product lines.
Temu is a fit for:
- Bulk producers aiming for high volume and international reach.
- Factories wanting to avoid the overhead of customer service or direct engagement.
- Sellers who prioritize scale and sales volume over brand development.
Alibaba: The World’s B2B Powerhouse
Alibaba stands as a multifaceted ecommerce ecosystem, not just a marketplace. It facilitates commerce across wholesale, B2C, and even direct-to-consumer sectors through platforms like Taobao, Tmall, and AliExpress.
As of 2024, Alibaba’s revenue reached $130.35 billion, with over $80 billion generated from Chinese ecommerce alone.
Performance Highlights
- Domestic ecommerce contributes 65% of total revenue.
- Over 300 million global consumers interact with Alibaba’s international platforms.
- Cross-border platforms like Lazada and AliExpress are growing in Europe and Southeast Asia.
- Customer acquisition costs reached 477 yuan per new buyer in 2024.
Alibaba’s Ideal Seller Profile
Alibaba works best for suppliers, manufacturers, and wholesalers who can handle large orders, comply with international trade regulations, and maintain quality and service benchmarks.
Ideal for:
- B2B sellers offering inventory in bulk.
- Companies expanding into Asia via Lazada or Tmall.
- Businesses that can verify operations and deliver consistent service at scale.
MercadoLibre: Latin America’s Ecommerce Leader
MercadoLibre is the undisputed leader in ecommerce across Latin America. Operating in 18 countries—including Brazil, Mexico, and Argentina—the platform blends marketplace listings, digital payments, logistics, and financing.
2024 Performance Snapshot
- $14.5 billion in revenue (a 42% YoY increase).
- $47.3 billion in GMV across ecommerce and fintech verticals.
- Over 148 million active users.
- 218 million monthly unique visits region-wide.
- Mercado Pago processes over $60 billion annually.
Ecosystem Strength
MercadoLibre offers more than just an ecommerce site—it’s a fully integrated commercial ecosystem with its own fulfillment (Mercado Envios) and payment solution (Mercado Pago).
- 19 distribution centers and 1,200+ logistics nodes across LATAM.
- 72% of purchases made through Mercado Pago.
- Delivery time in urban hubs: under 48 hours.
Best Sellers for MercadoLibre
Perfect for:
- Retailers targeting mass-market goods.
- International sellers entering LATAM through cross-border fulfillment.
- Businesses that prioritize regional infrastructure and support over brand-building.
Target: Curated Ecommerce with Limited Seller Access
Target’s ecommerce arm is an extension of its vast U.S. retail presence, focusing on consistency and trusted product curation. However, it does not operate like Amazon or Walmart—third-party sellers are only allowed through invitation via Target Plus (Target+).
2024 Snapshot
- Q1 revenue hit $24.5 billion.
- 18.3% of sales came from online channels.
- Over 180 million monthly visits to Target.com.
- Major ecommerce categories: groceries, beauty, household essentials, and baby care.
Target+ Program
- Fewer than 1,000 vetted sellers are approved.
- Products must align with Target’s image and store assortment.
- Fulfillment, returns, and customer interaction are managed by Target.
- No direct seller branding—everything runs through Target’s interface.
Target Is Best For
- Established brands with a retail-ready supply chain.
- Vendors that match Target’s curated product focus.
- Businesses that can meet enterprise-level fulfillment and compliance standards.
Wayfair: A Dedicated Platform for Home Goods
Wayfair is a niche ecommerce marketplace designed specifically for home furniture and decor. It operates primarily on a dropship model, working with a large network of suppliers to sell and ship products directly to consumers.
Business and Reach in 2024
- $11.8 billion in revenue.
- 22.3 million active users.
- Nearly 80% of orders from repeat buyers.
- $2.5 billion in Q4 2024 sales.
- Average order value exceeds $300.
Operational Model
- Over 23,000 global suppliers.
- Wayfair owns the customer interface; products ship from third-party vendors.
- In-house logistics arm: Wayfair Delivery Network (WDN).
- Desktop orders dominate due to the research-intensive nature of home purchases.
Who Should Sell on Wayfair?
- Manufacturers of large, durable, or made-to-order items.
- Suppliers ready for wholesale logistics and dropship integration.
- Businesses that are okay with white-labeling and minimal branding.
Key Ecommerce Trends Defining 2025
1. Mobile-First Shopping Is Standard
- Over 77% of ecommerce traffic is mobile-driven.
- Apps like Temu see 90%+ of purchases made in-app.
- On Shopify, over half of transactions now originate from smartphones.
2. Social Commerce Keeps Gaining Ground
- Projected to hit $8.5 trillion globally by 2030.
- Instagram, TikTok, and Facebook power product discovery.
- Tools like Shop Pay boost conversion rates by up to 72%.
3. Cross-Border Selling Gets Simpler (and Riskier)
- Platforms like Alibaba, MercadoLibre, and Temu offer native international logistics.
- Global reach is easier, but returns, customs, and service expectations remain complex.
4. Cart Abandonment Still High
- 70.19% average cart abandonment in 2024.
- Caused by slow pages, hidden fees, or required account creation.
- Streamlined checkouts like Amazon’s 1-Click or Shop Pay help reduce drop-off.
Choosing the Right Platform in 2025
Product Type & Price Point
- Amazon: Best for everyday and fast-selling items.
- Etsy: Focused on handmade and niche.
- Wayfair: Strictly for home and furniture.
- Temu: Ideal for ultra-low-cost, unbranded goods.
- Shopify: Flexible and great for high-margin, branded products.
Brand Control & Customer Data
- Shopify: Full ownership of branding and customer relationships.
- Amazon/Walmart: Customer data controlled by platform.
- Temu: No brand identity—sales happen under platform branding.
Fulfillment and Logistics Fit
- FBA (Amazon) and WFS (Walmart): Great for hands-off shipping, but strict.
- Wayfair and Target: Expect advanced logistics readiness.
- Shopify: Flexible, but you handle everything—or integrate with a 3PL.
Total Cost vs. Value
- Amazon fees: ~15% + fulfillment.
- Etsy: $0.20/listing + 6.5% sales fee.
- Shopify: Starts at $39/month plus app and payment fees.
Evaluate not just cost but also access to traffic, marketing tools, and long-term customer value.