Amazon may lead global ecommerce, but it’s not the only platform worth selling on. Rising fees, intense competition, and marketplace saturation are pushing many sellers to explore alternative ecommerce marketplaces. Whether you sell handmade goods, tech gadgets, sustainable products, or premium brands, there are strong Amazon competitors offering lower fees, niche audiences, and better seller support. Here are the 10 best ecommerce marketplace alternatives to Amazon to consider this year.
1. Walmart Marketplace
Walmart Marketplace is one of the strongest Amazon alternatives thanks to its massive customer base and trusted retail reputation. Unlike Amazon, Walmart does not charge monthly seller subscription fees, making it more affordable for growing brands. The platform offers two-day shipping on eligible products and strong in-store pickup integration, helping sellers reach omnichannel shoppers. Competition is generally lower than Amazon, especially for established brands. With transparent pricing policies and expanding ecommerce infrastructure, Walmart Marketplace is ideal for general retail sellers looking for scale without overwhelming marketplace saturation.
2. eBay
eBay remains a powerful ecommerce marketplace, particularly for resellers, refurbished goods, collectibles, and bargain items. Its auction-style listings and “Buy It Now” format give sellers flexible pricing strategies that Amazon doesn’t offer. eBay attracts deal-seeking shoppers and niche collectors, making it perfect for unique or secondhand products. Fees vary by category but are generally competitive. Shipping is seller-managed, allowing customization. For small businesses or entrepreneurs flipping products, eBay provides strong visibility, global reach, and less brand restriction compared to Amazon’s tightly controlled ecosystem.
3. Etsy
Etsy is the go-to marketplace for handmade, vintage, and craft-based products. If your brand focuses on creativity, personalization, or artisanal goods, Etsy offers a highly targeted audience actively searching for unique items. Unlike Amazon’s mass-market focus, Etsy thrives on individuality and storytelling. Sellers pay a listing fee plus a commission on each sale, but the built-in niche audience often results in higher conversion rates for handmade sellers. Shipping is managed by sellers, providing flexibility. For creators and small craft businesses, Etsy is one of the best alternatives to Amazon.
4. Target Plus
Target Plus is a curated ecommerce marketplace designed for established and premium brands. Unlike Amazon’s open marketplace model, Target Plus is invite-only, ensuring product quality and brand alignment. Sellers benefit from high credibility, strong brand trust, and access to Target’s loyal customer base. The platform offers same-day pickup and delivery options in many areas, enhancing convenience for buyers. Because competition is limited to approved partners, sellers face less price pressure. If you operate a reputable brand seeking selective exposure and retail prestige, Target Plus is a powerful Amazon competitor.
5. Newegg
Newegg specializes in electronics, computers, gaming gear, and tech accessories, making it one of the best Amazon alternatives for tech sellers. The platform attracts a knowledgeable audience actively searching for gadgets and hardware. Newegg charges commission fees typically ranging from 9% to 15%, depending on category. Free fast shipping and frequent promotions increase buyer confidence. Compared to Amazon’s crowded electronics section, Newegg offers more targeted exposure to tech enthusiasts. If your ecommerce business focuses on consumer electronics or IT products, Newegg provides a niche marketplace with strong credibility.
6. Rakuten
Rakuten is a global ecommerce platform known for its cashback rewards system, often offering shoppers 1% or more through its Super Points program. This incentive-driven model encourages repeat purchases and builds customer loyalty. Rakuten appeals to value-conscious consumers who enjoy earning rewards while shopping across multiple categories. It also owns Ebates, expanding its influence in online cashback shopping. Sellers benefit from a built-in rewards ecosystem that drives traffic organically. Compared to Amazon, Rakuten emphasizes savings and loyalty programs, making it attractive for brands targeting deal-focused shoppers.
7. AliExpress
AliExpress is a global marketplace known for ultra-low prices and direct-from-manufacturer sourcing. By cutting out middlemen, it offers budget-friendly products across virtually every category. While shipping times can be longer due to international logistics, global reach is extensive. AliExpress is ideal for sellers targeting price-sensitive buyers or international customers. Compared to Amazon, it allows broader access to cross-border ecommerce with fewer brand restrictions. For businesses focused on affordable imports or dropshipping models, AliExpress provides a massive marketplace with strong global demand.
8. Thrive Market
Thrive Market is a membership-based ecommerce platform specializing in organic, natural, and wellness products. It attracts eco-conscious consumers who prioritize sustainability, clean ingredients, and ethical sourcing. Members pay a subscription fee to access exclusive discounts and curated products. For sellers in the health food, supplement, or eco-friendly product space, Thrive Market provides a highly targeted audience. Compared to Amazon’s general marketplace, Thrive offers niche focus and community-driven loyalty. If your brand aligns with wellness and sustainability values, Thrive Market can be a profitable alternative to Amazon.
9. Bonanza
Bonanza is a smaller but growing online marketplace that focuses on unique, niche, and non-mass-market items. It offers easy listing tools, low fees, and a seller-friendly environment, making it attractive for small businesses and independent entrepreneurs. Bonanza allows integration with other platforms, simplifying multichannel selling. Competition is lighter compared to Amazon, increasing visibility for specialized products. Shipping and pricing are seller-controlled, offering flexibility. For merchants seeking a less saturated ecommerce marketplace with loyal niche buyers, Bonanza provides a practical and affordable alternative.
10. EarthHero
EarthHero is a curated ecommerce marketplace dedicated to sustainable, ethical, and environmentally friendly products. Every product is vetted for transparency, making it appealing to conscious consumers. The platform focuses on lifestyle goods such as eco-friendly home products, reusable items, and sustainable fashion. Compared to Amazon’s mass retail approach, EarthHero prioritizes environmental impact and ethical sourcing. Sellers benefit from alignment with a value-driven customer base that prioritizes sustainability over price. If your ecommerce brand centers on eco-conscious products, EarthHero offers a focused, mission-driven marketplace alternative.
Conclusion
While Amazon remains a dominant ecommerce platform, it’s not the only option for online sellers. From Walmart Marketplace’s broad retail reach to Etsy’s handmade focus and EarthHero’s sustainability niche, these ecommerce marketplace alternatives offer lower competition, specialized audiences, and flexible fee structures. Choosing the right platform depends on your product category, pricing strategy, and brand positioning. Testing multiple marketplaces can diversify revenue streams and reduce reliance on Amazon, helping your ecommerce business grow more strategically in 2026 and beyond.
