Fast facts:
Marketplaces

Whether you’re a growing eCommerce brand or just starting out, online Marketplaces are one of the fastest and most effective ways to reach UK consumers. Over 60% of all eCommerce sales in the UK take place through Marketplaces, a number that continues to grow. 

This guide breaks down the key facts and figures to help you choose the best online Marketplaces for your business.

Why Marketplaces Matter

Online Marketplaces are now the go-to destination for UK shoppers, offering convenience, speed and variety. From Amazon to Etsy and TikTok Shop, Marketplaces allow you to tap into massive audiences without having to build your own traffic.

  • Over 60% of UK eCommerce sales happen via Marketplaces
  • 70% of UK eCommerce sellers use 2 or more Marketplaces
  • Over 81% of UK online shoppers have purchased via Marketplaces, with 48% selling on them.

The Top Marketplaces in the UK

Here’s a breakdown of the most popular UK Marketplaces and who shops on them.

amazon logo

Amazon UK

The market leader by a wide margin, Amazon dominates UK eCommerce.

Monthly Traffic: 450 Million
Popular categories: Electronics, home & garden, groceries, beauty
Demographics: Ages 25–44, fairly gender-balanced

eBay logo

eBay UK

Still a major player, especially for refurbished and second-hand goods.

Monthly traffic: 300 million
Top categories: Electronics, car parts, fashion, collectibles
Demographics: Strong among 35–54s, 60% male

etsy logo

Etsy UK

A must for handmade, vintage, or craft sellers.

Monthly traffic: 36 million
Top categories: Gifts, jewellery, home décor, weddings
Demographics: 80% female, creative, design-savvy shoppers

OnBuy

A UK-based Marketplace positioned as a fairer alternative to Amazon.

Monthly traffic: 3.4 million
Top categories: Tech, pet supplies, toys
Appeals to: Value-driven UK shoppers aged 35+

tiktok shop logo

TikTok Shop

A rising star in the eCommerce space, especially for impulse buys.

Users: Over 200,000 UK sellers
Top categories: Beauty, fashion, trending gadgets
Demographics: Gen Z and Millennials (18–34)

Marketplace Fees You Should Know

Each Marketplace has different fee structures, and it’s important to factor these into your pricing strategy.

Marketplace Typical Fees

Amazon UK 8–15% referral fee + FBA fees if fulfilled
eBay UK 10–12% final value fee + optional listing fees
Etsy UK 6.5% transaction fee + £0.20 listing fee
OnBuy 5-9% commission depending on category
TikTok Shop 1–2% (introductory)

 *Note: All platforms may also charge payment processing or promotional fees.

Fulfilment and Delivery for Marketplace Sellers

Each marketplace offers its own fulfillment routes, but these often come with issues when it comes to flexibility, brand control and cost transparency.

Here’s how fulfilment typically works on the major marketplaces:

Amazon

Fulfilment by Amazon (FBA) gives sellers access to Prime delivery and a wide customer base, but can come with strict guidelines, premium fees and limited visibility.

eBay & Etsy

Most sellers self-fulfil, relying on Royal Mail or standard courier services. This gives more control but can be time-consuming and harder to scale consistently.

OnBuy

Sellers handle their own shipping, offering more freedom but requiring a reliable logistics setup.

TikTok Shop

Now offers “Fulfilled by TikTok,” a new logistics service designed for social commerce. While convenient, it’s still developing and may not suit all product types or volumes.

Integrating multiple marketplaces to your eCommerce profile can make things complex, and give you less control over collections and delivery options which all directly impact operational efficiency and customer satisfaction. If you need one delivery partner for parcel deliveries across your website and all other channels and marketplaces across the globe, GFS is the answer. 

Key Takeaways

  • UK Marketplaces give you access to millions of ready-to-buy consumers.

  • Consider fees, fulfillment and buyer demographics when choosing where to list.
  • Diversifying across 2+ platforms reduces risk and increases visibility.

Sources: Worldfirst, mintel.com, analyzify.com

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