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More Shopping Portals to Advertise On

Make More Money By Listing Your Products On Popular Online Shopping Portals

Shopping portals (also referred to as "marketplaces") are places where a great many people go to buy things online. The average person has, no doubt, never heard of your brand or products (at least not yet), so listing on these well-known marketplaces can often be the best way of getting your brand and products noticed and making a lot more money in the process!

In other articles, we introduced you to the biggest online shopping portals and showed you how to get business from Google & Bing Shopping as well as the Amazon Marketplace. They aren't the only marketplaces where you can get your products noticed, though.

There are literally hundreds of online shopping marketplaces that you could list your products on. Not every one is the right one for every product niche but all are at least worth testing.

These are the 10 best U.S. shopping portals to consider after putting your products on Google Shopping, Bing Shopping and the Amazon Marketplace:

Facebook Marketplace

While many people are familiar with advertising on Facebook - especially those who are part of our Store Coach Academy Private Label Course - a whole lot of people are not taking advantage of one of the best marketing opportunities that exists - Facebook Marketplace.

Facebook Marketplace is where many people sell things that they no longer want but businesses can also sell on the channel. Even better, Facebook charges absolutely nothing to sell on their Facebook Marketplace so this one is a no-brainer!

There aren't a whole lot of rules regarding selling on Facebook Marketplace if you are a business, but there are a few:

  • You must be a direct brand or an authorized retailer of the brand.
  • All orders must be shipped within 3 days and received by the customer with 7 days.
  • Product listings must include a description, images and a thumbnail image on a solid background without graphics, text, icons or badges.

You also must be using an approved shopping cart to list your products on Facebook Marketplace. Fortunately, our shopping cart of choice - Shopify - is on the list. You can see the full list by clicking here.

With Shopify, all you need to do is add the free Facebook Marketplace Connector app, configure your products and Shopify and Facebook do the rest. You manage your orders and sales through the Facebook Marketplace Connector Shopify app, itself. Very convenient!


Pretty much everyone has bought or sold something on eBay at some point in their life. Because of that, it's got a huge audience and is a natural place to try selling your brand's products.

Like practically all shopping portals, there are costs to list your products on eBay. EBay charges two different types of selling fees: an insertion fee that you pay for each product that you list and a "commission" fee that you get charged whenever you sell something through eBay.

The good news is, if you don't have a ton of products, you probably won't be paying any insertion fees. EBay lets you list up to 50 per month for free. eBay's commission fee for most products is 10%. For a complete list of eBay fees, click here.

EBay also has an excellent Quick Start Guide to help you get everything set up in 4 easy steps. In addition, Shopify has a wide variety of apps that make uploading your products onto the eBay marketplace very easy!

Walmart Marketplace

While getting your products into an actual Walmart store is a mighty mountain to climb, getting listed on Walmart.com has never been easier. With more than 127 million unique visitors per month, Walmart.com is one of the biggest online marketplaces you can be listed on.

There are no setup fees for selling on Walmart.com but there are referral fees - the amount you pay Walmart every time a sale occurs through their platform. For most products, that fee is 15%, however, some product categories are lower and one is higher (jewelry - 20%).

To sell on Walmart, you'll need to complete an application and, if accepted, you'll need to fill out your seller details, verify your bank account and upload your products.

Again, there are Shopify apps that make uploading your products to Walmart.com a breeze. You can find out more about listing your product on Walmart.com by clicking here.

Sears Marketplace

Like Walmart, pretty much everyone has heard of Sears and although getting your products into actual stores is quite a feat, listing on Sears.com is quite doable!

While it's true that Sears retail stores have taken quite a hit in recent years, with more than 150 of them shutting down, Sears.com has done remarkably well, attracting more than 16 million monthly visitors and having more than 75 million "Shop Your Way rewards" program members. In other words, it's definitely a place you want your products to be!

There is a $39.99/month listing fee for your products and you will also pay a per-sale commission of between 8% and 20%, depending on the type of products you sell. Most product categories are 15% and, as with most marketplaces, jewelry is the highest commission.

You can learn more about the Sears.com marketplace and sign up by clicking here.

Shopify has several apps that integrate with Sears.com, so listing products on their marketplace should be quite easy.


Connexity is not a shopping portal in and of itself. It is an amalgamation of several popular, smaller online portals and serves as the interface merchants use for all of them. Those Shopping portals are PriceGrabber, BizRate, Shopzilla, PriceGrabber, Beso and Become. Combined, these portals account for 30 million visitors per month.

There are no long term contracts or signup fees for Connexity. You just pay per click and do not pay anything extra when a sale is made. Typical bids - especially at the beginning - are between 5 and ten cents.

You can learn more about and sign up for Connexity by clicking here.

Connexity does not have any direct apps on Shopify but you can definitely use the all-in-one DataFeedWatch app to upload all of your products.


Bonanza is a U.S. based company that also now has marketplaces in several other countries. Although considerably smaller than eBay ("only" 2.2 million active users), Bonanza has been trying to eat into eBay's market share for years.

The good news for merchants is that, although they don't have the same number of visitors as eBay, the listing prices are only a fraction of what eBay charges. The commission is only 3.5% for each sale you make (and only 1.5% if you are selling products that cost more than $500). There are also no monthly fees associated with a Bonanza seller's account.

You can learn more about Bonanza, including how to set up an account, by clicking here.

There are several apps on Shopify for listing on Bonanza, so getting your products up and running is also easy to do on the Bonanza marketplace.


Wayfair has become one of the largest online marketplaces for people who sell household items with more than 11 million active users. If you are selling anything that can be used in or around the house, Wayfair may be a perfect fit for your products. Although they have recently acquired warehouses and stock a limited number of select items, the vast majority of products on Wayfair are dropshipped - which is good news for you!

Wayfair's fee structure is considerably different than other shopping portals. There are no monthly listing fees, no costs per click and no per sale fees, per se. Instead, you tell Wayfair what their wholesale cost is going to be and they charge whatever they want on their site for your products. Although you (or your fulfillment center) will do the packing and shipping, Wayfair pays for the shipping.

You can learn more about Wayfair's Partnership Program and sign up to start selling on Wayfair by clicking here.

Although there are no standalone apps for Wayfair on Shopify, there are several multichannel data feed apps, including DataFeedWatch, that allow you to easily upload your products to their website.


Houzz is another online marketplace that caters to things for the home market - specifically the home improvement and renovation audience. With more than 16 million monthly visitors, they are a terrific place to list household products.

Although there are no listing fees, Houzz takes a 15% commission on anything you sell there. You can begin listing your products with Houzz by filling out an application here.

Although there are no standalone apps for Houzz on Shopify, there are several multichannel data feed apps that will allow you to easily upload your products to them.


If you are selling things that are in the electronics or electronic hardware space, there are few bigger names than NewEgg in the online world. NewEgg is more than that; though, you can now sell all sorts of stuff on New Egg - everything from toys to clothes to fitness equipment to vitamins and supplements.

There may or may not be a monthly fee for NewEgg, depending on the Membership Level you choose. Although you can list up to 5,000 products for free, there are two other membership levels that cost either $29.95/month or $99.95/month that give you extra perks that you may want to consider. In addition, there is a per order commission that ranges from 8% to 14%, depending on what you are selling.

You can learn more about selling on NewEgg and submit an application by clicking here.

Shopify has both standalone and multichannel apps that will allow you to easily upload your products to NewEgg.


Once regarded as the "Amazon of Japan", Rakuten is now a worldwide shopping portal. Some of the biggest brands in the world market on Rakuten, so you know it is a shopping portal worth considering.

Rakuten has no monthly account fees and charges between 8% and 15% of the sale price as their commission, depending on the product category.

You can find out more about selling on Rakuten and sign up by clicking here.

Shopify has both standalone and multichannel apps that will allow you to upload your products to Rakuten.

Wait, There's More!

As we stated at the beginning of this article, the portals we have selected are for marketing products in the United States. There are many, many more that exist that are specific to other countries. The best way to find them is to do a search for "sell on marketplaces [country name]" (e.g. "sell on marketplaces Australia"). You'll undoubtedly find several country-specific articles that will show you the top online shopping portals where you can list your products.

Likewise, there are still a lot of shopping portals that we didn't list in the United States, so a similar search (e.g. "sell on marketplaces United States") will yield even more results than the top 10 we have listed here.

Even better, you can do a search for places you would like to sell on and see if they are looking for sellers. Try entering "sell on [store name]" and every once in a while, you may be surprised that you actually can! I recently did a similar search using Best Buy and Home Depot as the store names and was surprised at what I learned!

More and more traditional big box stores have changed the way that they do business. It's no longer just stock and ship. They are now looking to dropship and you may be just become THEIR supplier someday!

Dealing With Data Feeds

Most of the shopping portals I mentioned (and the ones you may discover on your own) require using data feeds to upload your products. There are a number of Shopify apps that are either specific to each of the online marketplaces I mentioned or enable you to list on pretty much any shopping portal.

To find the right app, you can simply visit the Shopify App Store and search for the shopping portal you want to list on (i.e "Wayfair" or "Walmart"). If you are listing on a bunch or portals (or if you cannot find the single portal you are looking for), you'll probably want to go with one of the apps that have hundreds of online marketplaces to choose from - like DataFeedWatch.

Scale or Bail?

Most things that have to do with eCommerce involve testing. Some things work, some things don't and shopping portals are no different. What may be a great shopping portal for one product may not work at all for another.

As we instruct you to do with Facebook ads in our Private Label Course, you'll need to figure out what the maximum you can spend is on each product ad before you are spending more than you make.

Obviously, if you are spending more than you make, it's time to bail on that shopping engine. If you are making more than you are spending, it's time to invest more on that platform, scaling up your advertising spend.

Keep in mind that the "scale vs. bail" scenario may be different for every product niche and doesn't necessarily apply to every single one of the products in your online store. Again, what works great for one product may not work for another. Pay attention, give listings enough time to get a true representation of their sales potential (at least several hundred clicks) and act accordingly.