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Writer's pictureMark Ellis

The Major Ecommerce Marketplaces in America


The American market is a giant in ecommerce offering a huge opportunity for retailers and brands looking to expand their reach. From household names to niche platforms catering to specific categories, this post outlines the major ecommerce marketplaces in the USA .


Amazon

Amazon needs little introduction; it’s the largest online retailer in the world and few of you will not have heard of it. As well as selling directly, Amazon provides a marketplace which enables third-party sellers to reach a vast customer base across almost every category imaginable, from electronics to groceries. With its Fulfillment by Amazon (FBA) service, sellers can store their products in Amazon’s warehouses, and Amazon handles the picking, packing, and shipping.


eBay

Another veteran and established marketplace in ecommerce, eBay, is known for its auction-style listings, but it primarily offers fixed-price listings. eBay attracts a wide range of buyers looking for unique items in motor parts, collectibles, refurbished electronics and second hand clothing, among other categories, but it also has a huge range of new and unused products.


Walmart Marketplace

Walmart Marketplace has been rapidly expanding in recent years, and its getting easier to work with, offering sellers a platform to reach Walmart’s extensive customer base. It’s particularly strong in categories like home goods, electronics, and clothing. Walmart’s brick-and-mortar stores also serve as distribution centres for online orders, enabling fast shipping options.


Etsy

Etsy is the go-to marketplace for handmade, vintage, and unique factory-manufactured items. It’s a niche marketplace that appeals to buyers looking for artisanal products and has a strong community aspect.


Best Buy Marketplace

Best Buy’s Marketplace is focused on electronics, home office products, and appliances. It allows third-party sellers to reach Best Buy’s customer base, leveraging the company’s reputation as a trusted electronics retailer.


Newegg

Newegg specializes in electronics, offering a wide range of products, from computer hardware to gaming consoles and smart home devices. It’s known for its tech-savvy customer base and competitive pricing.


Target+

Target+ is Target’s marketplace that allows sellers to list their products on Target’s website. It’s particularly strong in categories like home goods, baby products, and clothing.


Bonanza

Bonanza is a marketplace that focuses on unique items, collectibles, and handcrafted goods. It’s known for its user-friendly interface and community atmosphere.


Wayfair

Wayfair specializes in home goods and furniture. It’s a popular choice for consumers looking for a wide selection of home decor and furniture products.


Rakuten

Rakuten, formerly known as Buy.com, is a global marketplace that offers a variety of products, similar to Amazon and eBay. It’s known for its rewards program, where shoppers can earn points on purchases.


Category Specific Marketplaces


As well as the huge more general product marketplaces the US offers a lot of category specific marketplaces which can be important accessing more dedicated buyers. The following are the top players:


  • Fashion and Apparel:

  • Zappos (owned by Amazon): Known for shoes and clothing.

  • Farfetch: Specializes in luxury fashion.

  • Revolve: Popular for trendy fashion and designer clothing.

  • Electronics:

  • B&H Photo Video: Known for photography and video equipment.

  • Crutchfield: Specializes in consumer electronics and audio equipment.

  • Health and Beauty:

  • Sephora: Focuses on cosmetics and beauty products.

  • Dermstore: Specializes in skincare and beauty products.

  • Sports and Outdoors:

  • Dick’s Sporting Goods: Offers a wide range of sports equipment and apparel.

  • REI Co-op: Specializes in outdoor gear and clothing.

  • Home and Garden:

  • Houzz: Focuses on home renovation and design.

  • Overstock: Offers furniture, home decor, and bedding.


This can be an overwhelming list when considering where to list your products in the US market and you'd be right to think hitting a few of the largest is a good place to start. Usually, expansion to category based marketplaces is done when you're more established in a country, but there are nuances that can change this depending on your product type.


By leveraging these platforms strategically, retailers and brands can tap into new audiences, increase brand visibility, and ultimately drive sales in a new market.



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