Online sales platforms – what are marketplaces and why are they becoming so popular? We investigate.

Online shopping is no longer just the future – it’s the everyday reality. Today, more and more companies and creators are moving their businesses online, looking for a place where sales are quick, scalable, and almost instantly accessible. This is where online sales platforms come in, which have completely changed the rules of the game. From Allegro and Amazon, through OLX and Vinted, to niche, vertical services – a sales platform can look completely different, but the goal is always the same: to connect the seller with the customer in the simplest way possible. See how marketplaces work, what they offer sellers and buyers, what to watch out for – and where to find a place for yourself.

Marketplace – what exactly is it and how does it work behind the scenes?

In the simplest terms, a marketplace, or an online sales platform, is a place where many different sellers offer their products, and one common technical infrastructure handles everything: payments, order system, reviews, and sometimes even logistics. Unlike a traditional online store the marketplace does not focus on one brand – it’s an online trading platform that aggregates offers from many individuals or companies. The customer enters, compares prices, and chooses what suits them best. It’s convenient, efficient, and increasingly popular. No wonder that today sales platforms account for the majority of global online transactions.

International sales platforms are not only Allegro and Amazon – types of marketplaces you should know

Marketplaces can be divided in several ways. The simplest is according to the transaction participants: B2C (business – customer), B2B (business – business) and C2C (consumer – consumer). 

• Allegro and Amazon are classics of B2C, 
• Alibaba mainly serves B2B, 
• while Vinted or OLX follow a C2C model. 

But equally important is the division based on specialization: the so-called horizontal sales platforms offer everything – from electronics to cosmetics, while vertical ones focus on a specific niche, like Etsy (handicrafts) or Booking.com (accommodation services). The choice of the right platform depends not only on what you want to sell but also to whom.

From Auctions to Prime Logistics – What Does the Purchasing Process on Marketplaces Look Like?

Shopping on marketplaces is incredibly intuitive – and that’s why it works so well. The customer browses products, compares different sellers’ offers, pays directly through the online sales platform, and then tracks the delivery status. Depending on the model, either the seller may be responsible for shipping, or the platform takes over everything (e.g., Amazon FBA). The entire process is so automated that users often don’t realize how many companies are behind their single “buy now” click. For buyers, it’s convenience, for sellers – an invisible but powerful machine that does a large part of the work.

Seller Without a Store? Marketplace as a Springboard to E-commerce

Not everyone needs their own e-store. Thanks to marketplaces, even someone who has never sold anything online before, can start without major costs. The online sales platform eliminates the need to create a website, implement a payment system, or worry about customer data security. Registration, product description, photos – and you can start. It’s a huge opportunity especially for small brands, freelancers, artisans, and online creators. And since everything can be managed in a few clicks, the sales platform becomes the simplest entry into the world of e-commerce.

Why Do Buyers Return? Convenience, Prices, and Security in Marketplaces

Customers love marketplaces for the convenience. The ability to find everything in one place, quickly compare prices, discover promotions, and access a system of ratings and reviews. Online sales platforms offer users more than just products – they provide a sense of security. Thanks to escrow systems (money is blocked until delivery), sales platforms effectively eliminate many risks associated with online purchases. Additionally, customer service, returns, and warranties – all in one panel. This is why 74% of Poles declare that shopping via marketplaces is more convenient than in a traditional online store.

How Much Does It Cost, and Who Benefits? Platform Earning Models and Commissions

Most marketplaces operate on a commission basis – you sell, you pay a certain percentage per transaction. Sometimes there are also subscription fees (e.g., for “professional” accounts) or paid options to promote offers. On Allegro or Amazon, commissions range from 5% to 17%, depending on the category. For some, it’s a lot; for others, it’s the price for access to a massive customer base and ready infrastructure. Sales platforms also earn on data – anonymous information about purchasing preferences is extremely valuable to marketers. From the platform owner’s perspective, the marketplace model is a billion-dollar generating machine.

Hidden Risks – Greenwashing, Counterfeits and Invisibility in Search Results

Marketplaces have many advantages, but also their dark sides. High competition means that many sellers disappear in the crowd – only 7% of users go to the second page of search results. There are also issues with counterfeits (e.g., on AliExpress), and even greenwashing – products labeled as “eco” that do not meet any standards. For a beginner seller, it’s a big challenge: how to stand out among hundreds of identical offers? And for the customer – how not to be deceived? That’s why choosing the right sales platform and ensuring transparency of the offer is essential today.

Where Is the Market Heading? Marketplace Trends for 2030 and the Growing Dominance of Platforms

Experts agree: online sales platforms will be even more important. By 2030, up to 75% of all online transactions could take place via marketplaces. New technologies are involved – algorithms personalizing offers in real-time, drone deliveries, integration with the metaverse, or NFTs as loyalty mechanisms. Simultaneously pressure for transparency and regulations is growing – the EU is already working on regulations limiting the dominance of the biggest players. In this reality, alternative, conscious sales platforms, which combine accessibility with quality and transparency, will become increasingly important.

RefSpace – Marketplace for Creators Who Want to Start Earning Now

In a world dominated by large marketplaces, RefSpace takes a completely different approach. It’s a platform for online sales, which does not require a warehouse, own store, or investment in logistics. All you need is an account, select products from the catalog (e.g., books, cosmetics, accessories), add them to your “Space,” and start showcasing them – in a video, post, or description. RefSpace works like a modern, lightweight online sales platform, where you are the creator, and all the technical aspects – payments, deliveries, returns – are handled by the suppliers.

It’s an ideal option for people who want to earn from recommendations without having their own products or investing in an e-store. Moreover, RefSpace integrates with YouTube – products can automatically appear under your videos without additional setup. And if you want, you can also sell your own services – e.g., consultations or online meetings – without calendars, apps, or scheduling via email. Everything is encapsulated in a single link. RefSpace is an alternative to large marketplaces – created for creators who want to operate quickly, simply, and on their own terms.