The UK marketplace landscape
The United Kingdom has the third-largest e-commerce market in the world, behind only China and the United States. Online retail sales exceeded £120 billion in 2024, representing approximately 27% of all retail spending. Marketplaces play a central role, with Amazon and eBay alone accounting for a significant share of online transactions. For sellers, a multi-marketplace strategy is essential for maximising reach and revenue.
Amazon.co.uk
Amazon dominates UK e-commerce with approximately 30% market share. It is the first destination for product searches for the majority of UK consumers. Key advantages include the Prime subscriber base (over 15 million UK households), FBA logistics, and Amazon Advertising. Monthly Professional seller subscription is £25. Referral fees range from 7% to 15% depending on category. Sellers who use FBA gain access to Prime badges, which significantly boost conversion rates and Buy Box eligibility.
eBay.co.uk
eBay remains the UK's second-largest marketplace with over 24 million active buyers. It is particularly strong in electronics, fashion, automotive parts, collectibles and refurbished goods. eBay charges insertion fees for listings above the free allowance and final value fees of 10-12.8%. The auction format remains popular for unique items and collectibles, though fixed-price listings dominate. eBay's Promoted Listings programme allows sellers to boost visibility by paying an additional percentage on sales generated through promoted placements.
ASOS Marketplace
ASOS Marketplace is a curated platform for independent fashion brands and vintage boutiques, connected to the ASOS ecosystem of over 26 million active customers. It charges a 20% commission on sales. Ideal for fashion brands targeting the 18-35 demographic with unique or vintage offerings. Sellers must apply and be approved before listing, which keeps the platform curated and maintains quality standards.
OnBuy
OnBuy is a fast-growing UK-born marketplace that positions itself as a fairer alternative to Amazon. It does not compete with its own sellers (unlike Amazon) and charges competitive fees starting at 5% plus a monthly subscription. OnBuy has seen rapid growth and now lists over 35 million products across hundreds of categories. The platform uses PayPal as its payment processor, which provides buyer protection and builds consumer trust.
Etsy UK
Etsy is the go-to marketplace for handmade, vintage and craft supplies in the UK. It charges a £0.16 listing fee plus a 6.5% transaction fee and 4%+£0.20 payment processing fee. The platform has a loyal customer base willing to pay premium prices for unique, personalised and artisan products. Etsy UK sellers benefit from strong organic search traffic and a community-driven shopping experience that rewards creativity and craftsmanship.
Other notable platforms
Beyond the major players, UK sellers should also consider Fruugo for international reach without managing separate country listings, Wayfair for home and furniture products, and Not On The High Street for premium gifting and personalised items. Each platform serves a distinct audience and can complement a broader marketplace strategy.
Multi-marketplace strategy
Managing catalogue, pricing and orders across multiple platforms simultaneously requires robust integration tools. Stock synchronisation is critical to avoid overselling, and pricing rules help maintain margins across channels with different fee structures. Centralised order management reduces errors and speeds up dispatch times. Zunapro centralises all marketplace operations in a single dashboard, synchronising inventory and prices in real time across Amazon.co.uk, eBay.co.uk, OnBuy and other platforms.
