10 Legit Online Marketplaces in 2023

January 26, 2023

What is an online marketplace?

An online marketplace is a website that connects buyers and sellers and facilitates shopping from multiple sellers. The marketplace does not own any inventory but instead manages the transactions between a buyer and seller.

Online marketplaces are convenient to use, have a wide range of products, sellers can reach more customers online, are open 24/7 and potentially cuts advertising and marketing costs for sellers. E-commerce websites have been instrumental in globalizing products, and they generally charge a small commission or fee whenever an item is sold.

There are literally hundreds of online marketplaces selling general as well as specialized products. Some well-known examples are Amazon, Etsy, eBay, Walmart and several others.

What are the risks of using an e-commerce website?

Online marketplaces have existed since the advent of the internet, and while some sell products, others sell services or even experiences. Since these are fully digital and online, there are a number of associated risks.

  • Data privacy has become the talk of the town, and e-commerce sites have been accused of selling your private data for profits
  • While online marketplaces are global, all products sold on them may not be legal in every country
  • Users often become victims of credit card frauds and online theft. Hackers are sophisticated enough to bypass a marketplace’s security systems
  • Adware, malware and viruses are a common threat for online users

How to protect yourself from online marketplace frauds?

You may have often heard stories of cheating on websites like Craigslist, eBay, OLX, and even Facebook Marketplace. This is one way to loot people of their money. The other method is to create a whole fake marketplace itself and set up a front as a legitimate seller of goods when there is actually nothing to sell.

So, what can you do to stay safe, protect your hard-earned money, while also shopping that unique dress you saw on a random website?

  • Credit cards are safer to use than debit cards, as the money has not actually been transferred and the bank could reverse it
  • Always buy from established online marketplaces and avoid purchasing from new websites
  • Ensure that your connection is secure by checking if there is a ‘lock’ icon in the address bar
  • Check the address bar for irregularities as hackers often intercept payment requests and forward the customer to a cloned site
  • Never make the payment offline or directly to the seller without involving an intermediary
  • Be wary of unrealistic offers and discounts
  • Only give details that are essential, such as your address and name for delivery. Sellers don’t ask for your social security, citizenship number, or tax identification number unless mandated by the government.
  • Check for addresses, phone numbers and other communication details of the marketplace and seller

Also, check out our separate article on Online Marketplace Scams.

10 Legit & Reliable Online Marketplaces

So, we have compiled a list of reliable websites that you can visit for most of your shopping needs. Please note that some marketplaces operate only in select countries.

Marketplace Products it sells
Amazon General
Walmart General
eBay General
Asos Fashion
AliExpress General
Petsmart Pet store
Newegg Electronics and hardware
Wish General
Etsy Handmade and vintage items
Overstock.com Home decor and furniture


Amazon.com's product lines available at its website include several media (books, DVDs, music CDs, videotapes and software), apparel, baby products, consumer electronics, beauty products, gourmet food, groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewellery, watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.


Walmart Inc. is an American multinational retail corporation that operates a chain of hypermarkets (also called supercenters), discount department stores, and grocery stores from the United States. Walmart is the world's largest company by revenue, with US$548.743 billion, according to the Fortune Global 500 list in 2020.


eBay Inc. is an American multinational e-commerce corporation based in San Jose, California, that facilitates consumer-to-consumer and business-to-consumer sales through its website. The company manages the eBay website, an online auction and shopping website in which people and businesses buy and sell a wide variety of goods and services worldwide. The website is free to use for buyers, but sellers are charged fees for listing items after a limited number of free listings, and again when those items are sold. In addition to eBay's original auction-style sales, the website has evolved and expanded to include: instant "Buy It Now" shopping; shopping by Universal Product Code, ISBN, or another kind of SKU number.


ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the UK, USA and Europe. 


AliExpress is an online retail service based in China and owned by the Alibaba Group, launched in 2010.  It facilitates small businesses to sell to customers all over the world. AliExpress has drawn comparison to eBay, as sellers are independent and use the platform to offer products to buyers. Although most of the retailers are Chinese, AliExpress is aimed at international buyers and does not sell to customers in mainland China.


PetSmart is a privately held American chain of pet superstores, which sell pet products, services, and small pets. It is the leading North American pet company, and its direct competitor is Petco. Its indirect competitors are Amazon, Walmart, and Target. Its stores sell pet food, pet supplies, pet accessories, and small pets. Stores also provide services including grooming, dog daycare, dog and cat boarding, veterinary care via in-store third-party clinics, and dog training.


Newegg Commerce, Inc. is an online retailer of items including computer hardware and consumer electronics. The Company offers consumer electronics, entertainment, smart home, computers, software, cell phones, household appliances, jewellery, accessories, and gaming products. Newegg serves customers worldwide.


Wish is an American online e-commerce platform that facilitates transactions between sellers and buyers.Wish is operated by ContextLogic Inc. in San Francisco, United States. The platform employs browsing technologies which personalize shopping visually for each customer, rather than relying on a search bar format. It allows sellers to list their products on Wish and sell directly to consumers. Wish works with payment service providers to handle payments and does not stock the products themselves or manage returns.


Etsy, Inc. is an American e-commerce company focused on handmade or vintage items and craft supplies. These items fall under a wide range of categories, including jewellery, bags, clothing, home décor and furniture, toys, art, as well as craft supplies and tools. All vintage items must be at least 20 years old. The site follows in the tradition of open craft fairs, giving sellers personal storefronts where they list their goods for a fee of US$0.20 per item.


Overstock.com, Inc. is an American internet retailer selling primarily furniture.  The company initially sold exclusively surplus and returned merchandise on an online e-commerce marketplace, liquidating the inventories of at least 18 failed dot-com companies at below-wholesale prices. The company continues to sell home decor, furniture, bedding, and many other goods that are closeout merchandise; however, it also sells new merchandise.


Sources: Wikipedia, Bloomberg

Image source: Pexels.com

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