Ecommerce Platforms Guide 2025 – How to Sell on Multiple Marketplaces

In 2025, success on ecommerce platforms is about showing up on the online marketplaces where your customers already shop. 

According to Linnworks’ latest State of Commerce Ops report, half of all buyers now start their search on marketplaces. That’s not a trend anymore, but a new baseline.

Retailers that are gaining ground are no longer trying to be everywhere. They identify the right online ecommerce platforms and establish a presence—with systems that help them stay in control as they scale. 

This guide breaks down how they’re doing it, and how you can too.

The Marketplace Momentum in 2025

Online ecommerce platforms like Amazon, Walmart, and TikTok Shop have become powerful growth engines for modern sellers. They bring built-in buyer trust, global reach, and infrastructure that brands can tap into instantly.

The upside? Access to millions of high-intent buyers. But with this upside also comes a trade-off for retailers looking to expand–more complexity across listings, SLAs, returns, and inventory sync.

The key to succeeding in this landscape isn’t avoiding that complexity, but mastering it. Successful retailers who can streamline their processes are able to sell on multiple channels and increase their profits.

Don’t Just Add Channels—Add Strategy

We’ve seen what happens when sellers try to be everywhere without a plan: oversold products, missed shipping promises, unhappy customers.

Not because they lack demand—but because their back-end can’t keep up.

The fix?

Smarter channel selection + better operations.

It starts with an online marketplace strategy that’s tailored to your product and fulfillment strengths—not a one-size-fits-all expansion plan.

For example:

• Refurbished tech? Ecommerce platforms like Back Market are booming with Gen Z—but you’ll need airtight listings and trust scores to succeed there.
• Niche B2B parts? Amazon Business or other online marketplaces to sell industrial goods offer more targeted reach—with the right integrations in place.

Need help figuring out where your brand fits? Our latest eBook breaks it down by audience, product type, and operational requirements.

The Smarter Multichannel Framework

Here’s how top-performing retailers are scaling across marketplaces in 2025:

1. Know Your Buyer + Product Fit
   
   • Fashion brand? TikTok Shop and ASOS Marketplace could be your sweet spot.
   • Selling tools or B2B components? Look to Amazon Business or niche industrial platforms.
2. Operational Alignment Is Everything
   
   • Connect your ecommerce stack early. Bridging tools like Linnworks and Mirakl help streamline multichannel selling across ecommerce platforms by centralizing inventory, automating order routing, and preventing oversells before they happen.
   • Brands like Direct Plants have cut overselling and increased speed-to-ship by centralizing their multichannel setup with Linnworks.
3. Tailor Content by Channel
   
   • Short-form video for TikTok. SEO-rich product titles for Amazon. High-quality photography for Etsy. One size doesn’t fit all—nor should your content.

What You’ll Find in the eBook

Not sure which is the best ecommerce platform for your audience or operations? Our guide can help you decide.

Our free eBook, Top 25 Marketplaces to Watch for 2025, gives you the exact insights and tactics you need to confidently choose the best marketplaces for your brand and execute flawlessly across them.

With this guide, you’ll easily:

• Identify new high-growth opportunities beyond Amazon, tapping into global platforms driving serious shopper volume.
• Appeal directly to eco-conscious consumers, leveraging marketplaces focused on sustainability and the circular economy.
• Effortlessly target niche audiences, reaching high-intent buyers in specialized sectors like DIY, luxury, and refurbished goods.
• Stay ahead of trends, capitalizing on disruptive, rapidly emerging channels like SHEIN, Temu, and TikTok Shop before competitors do.

Each marketplace profile empowers you to:

• Know exactly who’s buying and tailor your listings to their purchase intent.
• Streamline fulfillment and delivery, ensuring customer satisfaction and operational efficiency.
• Maximize your marketing budget, using proven ad strategies and listing best practices tailored specifically to each platform.
• Integrate seamlessly, avoiding headaches with clear guidance on operational and technical setup.

It’s your comprehensive playbook to turn marketplace complexity into your biggest competitive advantage—enabling you to scale smarter, faster, and with total control.

Scale With Confidence, Not Complexity

Growing across marketplaces doesn’t have to be a complex, resource-intensive process. 

Linnworks brings listings, inventory, and orders into one place—so you can move faster, ship smarter, and sell more. 

Here’s what that looks like:

• No more overselling
• Better on-time shipping performance
• Less time fixing listings
• More revenue from new channels

Ready to Grow Where It Counts?

Ready to move from marketplace presence to marketplace performance? Download our Top 25 Marketplaces to Watch for 2025 eBook and start building your multichannel growth strategy backed by real-world insights.