Preferred online marketplaces of U.S. sellers 2021

During a survey conducted in January 2021 in the United States, eBay was found to be the most popular online marketplace among sellers, with a score of 6.48 on a 10-point scale. Meanwhile, e-commerce giant Amazon came in seventh place. Results were based on four key areas – profitability, customer service, communication, and ease of use. Additionally, sellers were asked if they would recommend the online marketplace as a selling venue.

Online marketplaces

Digital marketplaces are a popular online shopping option. While many brands and e-tailers offer their products through their own websites and platforms, online marketplaces provide smaller businesses and micro-sellers with the means to offer their products without spending time and money maintaining their own selling platform. In 2021, Amazon was the leading online marketplace in the United States in terms of gross merchandise value (GMV), amounting to 390 billion dollars.

Marketplace spotlight: Etsy

Launched in 2005, Etsy is a New York-based e-commerce platform focused in consumer-to-consumer (C2C) sales of handmade or vintage items, and craft supplies. In 2021, approximately 7.5 million sellers sold goods through the Etsy ecosystem, up from about 3.1 million in the previous year. In the fourth quarter of 2021, the platform’s global gross merchandise sales (GMS) amounted to 4.2 billion U.S. dollars. Some of the best-selling categories include stickers, hand-made kids' clothing, jewelry, crafting materials, and home décor.