Best Online Selling Platforms in the UK for 2026

## The UK Online Selling Landscape in 2026 The UK e-commerce market continues to grow, and sellers have more platform options than ever. Choosing the right marketplace, or combination of marketplaces, can make a significant difference to your revenue and profitability. This guide compares the leading online selling platforms in the UK for 2026, helping you make an informed decision about where to invest your time and resources. Each platform has its own strengths, fee structures, audience demographics, and competitive dynamics. The best choice depends on what you sell, your business model, and your operational capabilities. Many successful sellers use multiple platforms simultaneously to maximise their reach. ## OnBuy ### Overview OnBuy has grown rapidly since its founding and has established itself as a credible alternative to the dominant UK marketplaces. The platform now attracts millions of buyers and continues to invest in marketing and technology to grow its user base. For sellers, OnBuy offers a distinctly different proposition from the larger platforms. ### Fees OnBuy charges a category-based commission of approximately 5-9% per sale plus a payment processing fee of around 2%. There are no listing fees and no mandatory subscription charges. This makes OnBuy one of the most cost-effective platforms for UK sellers. For a detailed breakdown, see our guide on [OnBuy fees explained](/blog/onbuy-fees-explained). ### Pros - **No competition from the platform itself.** Unlike Amazon, OnBuy does not sell its own products. Every seller competes on a level playing field. - **Lower fees.** The overall cost per sale is typically lower than Amazon and eBay, leaving more margin for sellers. - **Growing buyer base.** OnBuy continues to acquire new buyers through significant marketing investment. - **Simple seller tools.** The Seller Centre is straightforward and easy to navigate, even for new sellers. ### Cons - **Smaller audience.** While growing, OnBuy still has fewer active buyers than Amazon or eBay. - **Less brand recognition.** Some buyers are not yet familiar with the platform, which can mean lower conversion rates for some categories. - **Fewer fulfilment options.** OnBuy does not offer a fulfilment service comparable to Amazon FBA. ### Best For Sellers looking for a low-cost, fair marketplace to diversify their sales channels. Particularly strong for electronics, home and garden, and general retail categories. Use a tool like [Re-Pricer](https://re-pricer.com) to stay competitive on pricing and win the buy box consistently. ## Amazon UK ### Overview Amazon dominates UK e-commerce with the largest buyer base and the most sophisticated fulfilment network. For many sellers, Amazon is the first and most important sales channel. However, the platform is also the most competitive and comes with the highest costs. ### Fees Amazon charges a monthly Professional seller subscription of approximately £25 (excluding VAT) plus a referral fee of 7-15% depending on category. Sellers using Fulfilment by Amazon (FBA) pay additional fees for storage and shipping, which vary by product size and weight. The total cost per sale on Amazon is often the highest of any UK marketplace. ### Pros - **Massive buyer base.** Amazon UK has tens of millions of active customers, giving sellers unmatched exposure. - **FBA service.** Fulfilment by Amazon handles storage, packing, shipping, and customer service, making it possible to scale without your own warehouse. - **Prime eligibility.** FBA products qualify for Prime delivery, which significantly boosts conversion rates. - **Trust and brand recognition.** Buyers trust Amazon, which reduces friction in the purchasing process. ### Cons - **High fees.** Between the subscription, referral fees, and FBA charges, Amazon takes a substantial cut of every sale. - **Intense competition.** You are competing against millions of sellers, including Amazon itself in many categories. - **Strict policies.** Amazon enforces rigorous performance standards and can suspend accounts with limited warning. - **Brand control challenges.** Amazon controls the customer relationship, and sellers have limited ability to build their own brand identity on the platform. ### Best For Sellers with products that benefit from the massive Amazon audience and FBA infrastructure. Particularly strong for branded goods, fast-moving consumer products, and items where Prime delivery is a key buying factor. ## eBay UK ### Overview eBay remains one of the most established online marketplaces in the UK. Originally known for auctions, eBay has evolved into a major fixed-price marketplace. It offers sellers flexibility in listing format and a loyal buyer base that spans virtually every product category. ### Fees eBay provides a free listing allowance each month (typically around 1,000 listings for private sellers). Beyond this, insertion fees apply. The final value fee is approximately 10-12% of the total sale price including postage, plus a per-order fee. Promoted Listings, which boost visibility in search results, add an additional percentage. eBay also offers a Store subscription model that reduces fees for high-volume sellers. ### Pros - **Large, established audience.** eBay has a huge and loyal UK buyer base. - **Listing flexibility.** Auction and fixed-price formats, plus the ability to sell new, used, and refurbished items. - **Brand building.** eBay Stores allow sellers to create a branded shopfront with custom categories and promotions. - **Category breadth.** eBay supports virtually every product category, including niche and second-hand items. ### Cons - **Higher fees than OnBuy.** The combination of final value fees, insertion fees, and promoted listing costs adds up. - **Fee complexity.** The fee structure can be confusing with multiple tiers and optional extras. - **Buyer expectations.** eBay buyers often expect bargain prices, which can pressure margins. - **Competition from large sellers.** High-volume sellers and refurbished specialists dominate many categories. ### Best For Sellers with diverse inventory including used, refurbished, and collectible items. Also strong for sellers who want to build a branded storefront and take advantage of auction-style listings for unique or high-demand products. ## Etsy ### Overview Etsy is the leading marketplace for handmade, vintage, and craft items in the UK. If your products are unique, artisan, or creative, Etsy offers access to a dedicated buyer audience that values originality over mass-produced goods. ### Fees Etsy charges a listing fee of approximately £0.16 per item (listings last for four months), a transaction fee of 6.5% on the sale price including delivery, and a payment processing fee of around 4% plus £0.20 per transaction. Etsy also offers optional advertising through Offsite Ads, which charge a 15% fee on sales generated through those ads. ### Pros - **Targeted audience.** Etsy buyers are specifically looking for unique, handmade, or vintage items, which means higher conversion rates for the right products. - **Brand storytelling.** Etsy encourages sellers to tell their story, building emotional connections with buyers. - **Global reach.** Etsy has a strong international buyer base, opening up export opportunities. - **Community.** Etsy provides seller forums, educational resources, and a supportive community. ### Cons - **Niche focus.** If your products are mass-produced or generic, Etsy is not the right fit. - **Fee creep.** Etsy fees have increased over the years and the combination of listing, transaction, processing, and advertising fees can be substantial. - **Limited categories.** Etsy only supports certain product types. Electronics, general retail, and commodity products are not appropriate for the platform. - **Algorithm changes.** Etsy frequently adjusts its search algorithm, which can cause sudden changes in listing visibility. ### Best For Artisans, crafters, vintage sellers, and creative businesses. If your products are unique and you can tell a compelling brand story, Etsy is an excellent platform. ## Choosing the Right Platform for Your Business There is no single best platform. The right choice depends on several factors: **What do you sell?** Mass-market products suit Amazon and OnBuy. Unique or handmade items belong on Etsy. Used and collectible goods work well on eBay. **What are your margins?** If you operate on thin margins, OnBuy's lower fees can make a meaningful difference. If you can absorb higher fees for greater volume, Amazon may be worth it. **What is your operational capacity?** Amazon FBA removes fulfilment complexity but at a cost. If you prefer to manage your own shipping, OnBuy and eBay give you more control. **How important is brand building?** eBay and Etsy offer better brand-building tools. Amazon and OnBuy are more product-focused. ## Why Multi-Channel Selling Makes Sense The most successful UK online sellers rarely rely on a single platform. Selling across multiple marketplaces diversifies your revenue, reduces risk, and puts your products in front of different buyer audiences. The challenge is managing pricing, stock, and orders across platforms efficiently. This is where tools like [Re-Pricer](https://re-pricer.com) become invaluable. Automated repricing ensures your prices stay competitive on every platform without the manual effort of checking and updating each one. Combined with inventory management software, multi-channel selling becomes practical even for small teams. ## The Verdict For UK sellers in 2026, OnBuy deserves serious consideration alongside the established giants. Its lower fees, fair competition model, and growing buyer base make it an underrated opportunity. Amazon remains the volume leader but comes with the highest costs and the most intense competition. eBay offers unmatched flexibility and category breadth. Etsy is the clear choice for creative and handmade products. Evaluate each platform against your specific products, margins, and business goals. Start with one or two platforms, optimise your operations, and expand as your confidence and capacity grow. The UK e-commerce market is large enough to reward sellers who approach it strategically.