Recently, I gave one of my regular talks at Leeds Business & Intellectual Property Centre (BIPC) about selling online. The session was called “Choosing the Right Platform for Selling Your Makes (There’s More Than Just Etsy!)”, and it’s a topic I get asked about a lot.
A little background about me – I was Etsy Team Captain for Barnsley for a while, and I run The Crafty Business Network (an online community of creative people in business). Through these roles, as well as my actual job at Black Bee Creative, I support makers, artists, and entrepreneurs to find the best ways to grow their businesses. Choosing the right platform for selling online can make all the difference to your business, the way you work and how much money you make.
Here are my tips to help you know if you’re on the right marketplace. (The same principles apply to physical shops too. Instead of comparing online traffic, you’d be looking at foot traffic. Instead of platform fees, you’d be weighing up rent and overheads.)
1. Are you reaching the right audience?
It’s not just about big numbers. The important question is: are your ideal customers there? If your dream customer isn’t browsing that marketplace, high traffic won’t translate into sales.
Would your creations thrive in front of a smaller, targeted audience, or get buried in a sea of mass-market listings?
2. Do the fees work for you?
Fees can quickly eat into your profits. Here are some examples:
- Etsy: £0.15 listing fee, 6.5% transaction fee, 4% + £0.20 payment processing fee.
- Amazon: £0.75/item (Individual) or £25/month (Professional) + 8–15% referral fees.
- Folksy: £0.15/item (Basic) or £7.50/month (Plus), 6% commission + 4% + £0.20 payment fee.
- Not On The High Street: £199 joining fee + 25% commission.
It’s important to factor in how much of your profit margin disappears into fees and think about the value you’re getting for your money.
3. How easy is it to manage?
Most platforms are really easy for buyers to use, but it can be a different story for the sellers. Learning how to use a complicated platform can be time-consuming, and not all sellers are tech-savvy. If this is you, you might choose an easy-to-use platform which accommodates users of all skill levels.
Running your shop shouldn’t drain all your energy!
4. Can you showcase your brand?
Some platforms allow more freedom to customise your shopfront, while others keep things more standardised.
Think about how important brand experience is for your business. Do you want a fully branded shop, or is it enough just to get your products listed?
5. Is it secure?
Security matters for both you and your customers. It’s not just about payments, but also sensitive information, like your customers’ personal details.
A secure platform will:
- encrypt the data and protect it from breaches.
- detect and prevent fraudulent activities like unauthorised transactions or identity theft.
Even some super-big companies have had breaches recently, which can impact the confidence buyers have. Your customers need to feel confident that they are safe when they buy from you.
Ready to give it a go?
Go for it! Remember, you don’t have to put all your eggs in one basket. You could try a couple of marketplaces, or even experiment with a physical pop-up shop. It’s about finding the right fit for you and your customers.
Choosing the right platform for selling online will help your ideal customers discover you and buy your products. If sales are slow, it could be a sign that the marketplace isn’t right for your audience, or that it’s time to test alternatives. (It could also be that your pricing, keywords or photos need a tweak, so try that too!)
I’d love to hear how you get on. Happy selling!