Top UK Marketplaces to Sell On in 2025

With the United Kingdom’s ecommerce sector poised to reach new heights—62.1 million users are projected to shop online by 2025—establishing a solid presence on leading UK marketplaces can yield significant growth for online retailers. 

Cross-border trade, mobile-first consumer habits, and rising expectations for fast shipping underscore the opportunities (and challenges) awaiting brands that want to compete in this dynamic market.

In this guide, we’ll dissect the top-performing and emerging UK ecommerce marketplaces for 2025, compare fees, and offer tactical advice on listing optimization, logistics, and future-proofing your strategy. 

Whether you’re a seasoned ecommerce store looking to diversify or a brand eyeing its first UK venture, this comprehensive breakdown will help you make informed, growth-driven decisions.

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Why Expand into UK Marketplaces?

Capitalizing on a Mature Ecommerce Market

The UK consistently ranks among Europe’s most digitally advanced markets, with consumers comfortable shopping across everything from household essentials to luxury fashion. In fact, the ecommerce audience is projected to reach 62.1 million users by 2025, a growth that will boost online sales as more shoppers seek convenience and variety—making this an opportune time for brands to enter or expand in the UK.

High Cross-Border Potential

Although platforms like Amazon and eBay dominate, cross-border transactions are on the rise as British consumers remain open to overseas brands, provided their expectations for shipping, returns, and pricing are met. This increasing acceptance of international products offers a chance to stabilize revenues and extend global reach simply by tailoring listings to appeal to international shoppers looking for reliable UK-based retailers.

Diversifying Across Channels

Relying on a single marketplace can be risky if fees spike or algorithms change, so listing across multiple UK platforms helps brands mitigate disruptions, experiment with new audiences, and collect richer insights into buying behaviors. This multi-channel approach acts as a strategic hedge—if one marketplace tightens its policies or experiences a dip, you can still maintain revenue through other channels.

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Top UK Marketplaces to Sell On in 2025

Below, we’ve outlined the established heavyweights that consistently capture the lion’s share of online traffic in the UK. We’ll examine unique selling points, commission fees, and best-fit categories so you can determine the platforms most aligned with your products and brand vision.

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1. Amazon UK

Key Statistics:

• Attracts over 400 million monthly visitors, making it the leading ecommerce platform in the UK.
• Prime subscription base continues to grow, driving heightened conversion rates for products marked with Prime eligibility.

Unique Selling Points:

• Fulfillment by Amazon (FBA): Handles storage, shipping, customer service, and returns—streamlining operations for rertailers and improving buyer trust.
• Prime Eligibility: Products fulfilled through FBA often receive the Prime badge, which boosts visibility and appeals to fast-delivery shoppers.
• Brand Trust: Amazon’s reputation for reliability and convenience attracts repeat buyers across a wide range of categories.

Best For:

• Brands looking for maximum reach, operational efficiency through FBA, and access to a high-converting audience via Prime.

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2. eBay UK

Key Statistics:

• Nearly 200 million monthly visitors, making it the second-largest online marketplace in the UK.
• Offers both fixed-price and auction-style listings, giving retailers flexibility in how they move inventory.

Unique Selling Points:

• Lower Barrier to Entry: No monthly subscription required to start selling; ideal for new or smaller sellers.
• Diverse Product Range: Performs well across categories—from electronics and fashion to collectibles and refurbished items.
• Strong Buyer Protection Policies: Builds trust among buyers, which can lead to higher engagement and repeat purchases.

Best For:

• Retailers with unique or pre-owned products, and those looking for a flexible, lower-cost entry point into the UK ecommerce space.

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3. Etsy UK

Key Statistics:

• Attracts over 37 million monthly visitors, with a focus on handmade, vintage, and craft-related products.
• UK remains one of Etsy’s top-performing markets, with strong buyer intent for niche and custom items.

Unique Selling Points:

• Niche Audience: Buyers come specifically looking for unique, handcrafted, or vintage items—reducing the need to compete on price alone.
• Built-in Personalization Features: Sellers can offer custom orders, a feature valued by Etsy’s customer base.
• Community-Driven Platform: Etsy fosters a suppo rtive ecosystem with tools and forums tailored to creative entrepreneurs.

Best For:

• Independent makers, artisans, and vintage sellers offering one-of-a-kind or customizable products.

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4. ASOS Marketplace

Key Statistics:

• Hosts over 900 independent boutiques, drawing traffic from ASOS’s wider ecosystem of 30+ million monthly visitors.
• Primarily caters to fashion-forward consumers aged 20–30, with a strong UK and international following.

Unique Selling Points:

• Fashion-Focused Audience: The platform is curated for emerging designers, vintage boutiques, and streetwear brands—appealing to trend-conscious shoppers.
• Boutique Format: Retailers get a branded storefront, enabling stronger visual identity and storytelling.
• Editorial Support: Exposure through ASOS’s style edits and seasonal campaigns can drive discovery and sales.

Best For:

• Independent fashion labels, vintage clothing resellers, and boutique owners targeting young, style-savvy consumers.

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Emerging Marketplaces to Watch

While established giants garner most headlines, 2025 is set to see the continued rise of niche platforms and social-driven marketplaces. Keeping tabs on these emerging players offers first-mover advantages—lower competition, specialized user bases, and innovative features.

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OnBuy

Key Statistics:

• Over 11,000 active sellers and growing rapidly.
• UK-founded marketplace with plans for international expansion, currently attracting over 3.5 million monthly visits.

Unique Selling Points:

• Seller-First Model: OnBuy doesn’t compete with its own sellers—unlike Amazon—creating a more level playing field.
• Transparent Fee Structure: Commission rates range from 5–9%, with no listing fees and clear, upfront pricing.
• Strong Customer Support: Known for responsive service and seller-friendly policies.

Best For:

• Retailers of general merchandise looking for a domestic alternative to Amazon with lower fees and fairer competition.

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Vinted

Key Statistics:

• Over 105 million registered users globally, with the UK as one of its fastest-growing markets.
• Primarily focused on second-hand fashion, but expanding into home goods and lifestyle categories.

Unique Selling Points:

• Peer-to-Peer Model: Listings are free, and buyers typically cover shipping, lowering the cost of selling.
• Sustainability Appeal: Strong alignment with conscious consumers looking for affordable, pre-loved items.
• Mobile-First Experience: Highly engaged user base driven by a seamless app experience and in-app promotions.

Best For:

• Retailers of second-hand fashion, vintage apparel, or lifestyle goods targeting eco-conscious, price-sensitive shoppers.

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TikTok Shop

Key Statistics:

• Rapid growth in the UK, especially among Gen Z and millennial shoppers.
• Integrated shopping feature within the TikTok app allows users to discover and buy products without leaving the platform.

Unique Selling Points:

• Social Commerce Native: Combines entertainment and ecommerce, letting products go viral through creator content and livestreams.
• Low Commission Rates: Competitive fees (typically 1–5%) make it attractive for retailers testing new channels.
• Built-In Audience Targeting: Leverages TikTok’s powerful algorithm to surface products to high-intent viewers based on interests and behavior.

Best For:

• Trend-driven brands, DTC brands, and creators looking to convert short-form video engagement into real-time sales.
  
   

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Marketplace Fees and Commissions: A Comparison

Below is a high-level look at some of the most common fee structures for top and emerging UK online marketplaces. Always verify details on each marketplace platform’s official site for updated rates and product category-specific nuances.

Marketplace	Monthly Fee	Commission Range	Additional costs
Amazon UK	Individual Plan: Costs £0.75 per unit sold, with no monthly subscription fee. Professional Plan: Costs £25 (excluding VAT) per month, regardless of the number of units sold. This plan is ideal for high-volume retailers.	8-15% (most categories)	Fulfilment by Amazon (FBA) Fees: Include storage, pick & pack, weight handling, and returns processing fees. These vary based on product size, weight, and storage duration. Other Fees: May include long-term storage, removal, disposal, and prep fees.
eBay UK	Private Sellers: Listing Fees: Free for up to 300 listings per month (or 400 with an eBay Shop subscription). Additional listings cost 35p each. Final Value Fee: 12.8% of the total sale amount (including item price, postage, and taxes) plus a fixed charge of 30p per order. High-Value Items: For sales above £5,000, an additional 3% is charged on the portion exceeding £5,000 Business Sellers: Listing Fees: Vary depending on the eBay Shop subscription level (Basic, Featured, Advanced). Free listings range from 250 to unlimited, with additional listings costing from 10p to free. Final Value Fee: 10.9% for sales up to £500, 7.9% for sales above £500, plus a 20% VAT charge.	10-13% final value	Optional Listing Upgrades: Fees apply for features like international visibility or image galleries. Promoted Listings: Advertising costs vary based on campaign type.International Fees: Additional charges may apply for overseas deliveries.
Etsy UK	Listing Fee: £0.16 (20 cents) per listing, which lasts for four months or until the item is sold. Renewals incur the same fee. Etsy Plus Subscription: Optional subscription costing £7.99 per month, offering benefits like listing credits and advanced shop customization.	4-6.5%	Offsite Ads Fee: 12–15% of the sale price for sales generated through Etsy’s offsite advertising (mandatory for sellers with over £8,000 in sales). Shipping Labels: Varies based on the carrier and destination.VAT: 20% VAT may apply to fees for retailers not VAT-registered.
ASOS	None	20% of the total sale price, which includes the item price and shipping fees. This commission is deducted from the seller’s earnings for each transaction.	Promotional Codes: Retailers can offer promotional codes for discounts, but these codes cannot be exchanged for cash or credit. Shipping Fees: Retailers can charge reasonable shipping fees, but excessive fees are prohibited.
OnBuy	Standard Plan: £25 per month (excl. VAT).Partner Plan: £69 per month (excl. VAT).Professional Plan: £249 per month (excl. VAT).	Consumer Electronics: 5% of the total sale price (including delivery charges). All Other Categories: 9% of the total sale price (including delivery charges).	Transparent Fee Guarantee: All sellers, regardless of size or sales volume, pay the same fees. Subscription Waiver Guarantee: For sellers on the Standard Plan, if sales are under £500 in a month, the next month’s subscription fee is waived.
Vinted	None	Seller covers shipping or buyer covers, depending on listing	While selling is free, Vinted offers optional paid promotional tools: Item Bump Fee: A premium feature that boosts an item’s visibility in search results and member feeds. Fees vary based on the item and duration. Closet Spotlight Fee: Promotes multiple items in a seller’s closet for increased visibility and sales potential. Buyer-Paid Fees (Relevant for Sellers):Vinted charges buyers the following fees, which may indirectly influence seller pricing strategies: Buyer Protection Fee: 3–8% of the item’s price plus a fixed fee of £0.30 to £0.80 per transaction. This covers secure payments, customer support, and return guarantees. Shipping Costs: Buyers pay for shipping, with rates varying based on the carrier and destination.
TikTok Shop	None	Marketplace Sellers: Electronics: 4.86% to 9.18% Fashion: 8.10% to 10.26% FMCG (Fast-Moving Consumer Goods): 6.48% to 11.34% Lifestyle: 6.48% to 10.26% Mall Sellers (Authorized Retail Outlets and Brand Flagship Stores): Electronics: 8.10% to 12.42% Fashion: 11.34% to 13.50% FMCG: 3.24% to 14.58% Lifestyle: 9.72% to 13.50%	TikTok Shop charges a transaction fee of 3.78% (inclusive of 8% sales tax) on the total order amount, including shipping fees. Promotional Referral Fees: New merchants may qualify for a reduced referral fee of 2% + $0.30 per order for the first 60 days or up to $500,000 in sales. Refund Administration Fee: 20% of the referral fee is deducted for canceled or returned orders. Shipping Fees: Sellers may incur shipping costs depending on the program they join.

Balancing Fees with Visibility:

• Higher commissions may be offset by a marketplace’s strong consumer trust and built-in audience.
• Remember to factor in shipping, VAT, and potential promotional fees that might drive better listing visibility.

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Optimizing Your Listings for UK Marketplaces

Crafting High-Impact Listings

• Use high-resolution images that showcase the product from multiple angles and in context.
• Write concise, benefit-led descriptions that address key features, uses, and buyer concerns.
• Include sizing charts, fit notes, or technical specs depending on the category (fashion, electronics, home goods, etc.).
• Localize spelling, pricing (e.g., “£29.99”), and references to UK compliance standards like CE markings.

Leveraging Keyword Research

• Research marketplace-specific keywords and integrate them naturally into titles, bullet points, and product descriptions.
• Understand platform algorithms—Amazon’s A9 favors keyword placement; eBay’s Cassini rewards structured data like item specifics.
• Align listing language with how UK consumers search (e.g., “trainers” instead of “sneakers”).

Data and Analytics Tools

• Use built-in dashboards and third-party tools like Linnworks to monitor traffic, conversions, and inventory levels.
• Run A/B tests on titles, images, and price points to see what performs best.
• Continuously update and refine listings based on performance data and seasonal trends.

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Navigating Regulatory and Logistical Challenges

UK VAT Compliance

• Register for UK VAT if you’re storing goods locally or surpassing relevant sales thresholds.
• Understand VAT rules for goods under £135, which are treated differently under UK import regulations.
• Keep accurate records and use digital tools or advisors to stay compliant with filing and reporting requirements.
• Consider platforms that automate VAT calculation at checkout to simplify the process.

Shipping and Fulfillment

• Meet rising delivery expectations—over half of UK shoppers expect same- or next-day delivery.
• Use fulfillment programs like Amazon FBA or partner with UK-based 3PLs to improve speed and reliability.
• Clearly communicate shipping timelines, costs, and return policies on every listing.
• Offer tracked delivery options and local returns to build buyer trust.

Technology and Automation

• Use multichannel management platforms like Linnworks to centralize inventory, orders, and fulfillment across marketplaces.
• Automate repetitive tasks like syncing stock levels, generating shipping labels, and pushing updates to listings.
• Integrate with courier services and tax tools to streamline operations and reduce manual errors.
• Leverage these tools to scale efficiently and maintain consistency across multiple sales channels.

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Future-Proofing Your Strategy

As UK consumer expectations evolve, retailers must stay agile. Consider these forward-looking considerations to keep your business thriving in 2025 and beyond:

1. Sustainability and Ethical Consumerism
   • UK shoppers are increasingly favoring brands that demonstrate eco-conscious values.
   • Highlight sustainable materials, ethical sourcing, or carbon-neutral shipping options in your listings.
   • Use certifications or eco-badges where applicable to build trust with environmentally aware consumers.
2. Social Commerce and Influencer Marketing
   • Social platforms—especially TikTok and Instagram—are influencing purchase decisions more than ever.
   • Invest in short-form video content or collaborate with micro-influencers to drive discovery and traffic.
   • Use marketplaces that integrate social features (like TikTok Shop) to convert engagement into direct sales.
3. Mobile-First Shopping Experience
   • A significant portion of UK ecommerce traffic comes from smartphones.
   • Optimize your product pages, imagery, and descriptions for mobile viewing.
   • Test how listings appear and function across devices to ensure a seamless buyer experience.
4. AI and Personalization Tools
   • Marketplaces are rolling out AI-driven recommendations and personalization features to improve shopper journeys.
   • Consider using tools that help tailor product suggestions, adjust pricing dynamically, or surface related items.
   • Automation and personalization not only boost sales but also enhance customer satisfaction.
5. Omnichannel Consistency
   • Shoppers often interact with your brand across multiple platforms—social, marketplace, and direct-to-consumer sites.
   • Maintain consistent branding, messaging, and customer service across all channels.
   • Centralize your operations with tools like Linnworks to keep inventory, orders, and listings aligned.

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Conclusion

Identifying the right UK marketplace—or combination of marketplaces—to expand into can unlock substantial revenue growth in 2025. From Amazon’s dominance and eBay’s second-hand stronghold to Etsy’s niche curation and ASOS Marketplace’s fashion focus, each platform serves a unique demographic. 

Meanwhile, emerging marketplace platforms like OnBuy, Vinted, and TikTok Shop highlight shifts in consumer behavior that reward first movers.

Key Takeaways:

• Leverage marketplace diversity to mitigate risk and tap into varied buyer segments.
• Optimize listings with compelling, localized content and detail shipping speed to appeal to time-sensitive consumers.
• Handle VAT and logistical complexities proactively, potentially using a central management platform like Linnworks to unify operations.
• Stay attuned to evolving trends in social commerce, sustainability, and mobile-first strategies.

No single marketplace has a monopoly on the UK’s vibrant online shopping community. By strategically evaluating fees, user demographics, and your own product positioning, you can craft a UK expansion plan that aligns with your brand’s long-term growth objectives—ensuring you remain agile and profitable in the fast-paced landscape of 2025.

Are you ready to expand your multichannel presence in the UK? Schedule a free demo to explore how Linnworks can simplify inventory management, order tracking, and cross-platform listings, so you can focus on scaling your business without operational bottlenecks.