10+ Examples Of Multi-Vendor Marketplace Platform For Ecommerce

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Multi Vendor Marketplace Business Overview

A multi-vendor marketplace business operates as a platform that connects multiple independent sellers with a large pool of potential customers. Imagine a virtual shopping mall where various stores showcase their products under one roof.

Here’s a breakdown of the key aspects:

  • Business model: This is a near “zero-inventory” model. The marketplace owner (merchant) doesn’t hold any physical products. Revenue comes from commissions on each sale made by vendors or through subscription fees.
  • Participants:
    • Marketplace Owner: Responsible for setting up and managing the platform, attracting vendors and customers, and ensuring smooth transactions.
    • Vendors: Independent businesses that list and sell their products on the platform. They manage their inventory, shipping, and customer service.
    • Customers: Benefit from a wide variety of products in one place, potentially with competitive prices.
  • Challenges:
    • Competition: Managing competition between vendors selling similar products.
    • Vendor quality control: Ensuring product quality and reliable service from a diverse vendor base.
    • User experience: Creating a seamless and positive experience for both vendors and customers.
  • Success factors:
    • Niche focus: Targeting a specific market segment can attract a loyal customer base and relevant vendors.
    • Vendor selection: Carefully curating vendors who offer high-quality products and reliable service.
    • Strong customer service: Providing excellent customer support to build trust and encourage repeat business.

It is worth noting that US retail marketplace eCommerce sales will reach $603.20 billion in 2027, representing about 35% of total retail eCommerce sales. 

Moreover, it indicates that the time is ripe to invest in creating your eCommerce marketplace platform or even converting your single-brand online store into a multivendor marketplace

In this article, we will learn about the various examples of the best multi vendor marketplace platforms to get inspired and understand how to start a multi vendor marketplace like Amazon on your own. 

What is a Multi Vendor Marketplace Platform?

A multivendor marketplace platform for eCommerce allows multiple vendors to list their products and services to reach a wider audience and scale their business without building a website.  

Each vendor gets a dedicated profile to manage product listings, inventories, sales aspects, and the entire customer service experience. When the vendor does business on the platform, the marketplace owner (merchant) earns revenue by charging different sellers a commission. 

The revenue commission model varies, for example, it could be a membership fee, listing fee, or platform commission fee. Payment systems, customer reviews, and feedback are also integrated into the marketplace to ensure smooth business functionality. 

You can build your multi-vendor website using popular cart builders like Shopify and top multi-vendor marketplace software like Shipturtle. Book a free demo to explore more. 

The significance of a multi-vendor eCommerce website is manyfold:

  • For vendors, it offers increased business visibility across locations and demographics, larger audience access, and low marketing costs. 
  • For consumers, it provides a huge variety of products in a single place, offers competitive prices, and gives customers a chance to compare various product parameters from different sellers. 

Famous Examples of B2B/B2C/C2C Multi-Vendor Marketplace Platforms

Here are the examples of the 15 best multi-vendor marketplace platforms to get inspired from:

1. Etsy

  • Etsy was established in the year 2006 and it is a US-based multi-vendor marketplace platform that offers a wide range of products. 
  • Etsy marketplace features a huge product range from apparel, toys, accessories, and bathroom products. 
  • The E-commerce platform is ranked as the 19th biggest marketplace in the world. 

Established Year – 2006

Origin – United States

Marketplace Website – Etsy India – Shop for handmade, vintage, custom, and unique gifts for everyone

2. Rakuten

  • Rakuten is a popular marketplace based in Japan. 
  • It is a valuable international multi-vendor eCommerce marketplace. Rakuten is often dubbed as the Amazon of Japan. 
  • They have a bigger range of products to offer like fashion, beauty products, electronics, and daily essentials. 
  • They have top-notch reward systems, coupons, offers, and cashback and attract a good number of loyal customers.

Established Year – 1997

Origin – Japan

Marketplace Website – Rakuten Group, Inc.

3. Doordash

  • DoorDash is a multi-vendor marketplace in the food delivery sector. There are multiple restaurants and cafes offering food service within the marketplace. 
  • By partnering with multiple vendors, DoorDash has positioned itself as a dynamic marketplace, providing customers with more options and a better customer experience. 
  • For consumers, it simply means ordering various items like groceries, retail items, and more from different sellers through a single multi-vendor software application.
  • DoorDash’s extensive and quick delivery network and logistics expertise have given it a competitive advantage in ensuring reliable deliveries to its consumers.
  • The platform has a simple and intuitive user interface, easier catalog, and image visuals.

Established Year – 2013

Origin – United States

Marketplace Website – DoorDash Food Delivery & Takeout – From Restaurants Near You

4. Airbnb

  • Airbnb has come a long way, from being a simple home hospitality-sharing service into a comprehensive marketplace offering a wide range of travel-related services. 
  • Initially, Airbnb was only into providing homestay accommodations but now they have expanded into long-term stays, local cultural activity stays and so much more. 
  • Airbnb is a versatile travel marketplace for consumers and hosts that provides hospitality and home rental services.
  • Through Airbnb Experiences, customers and travelers can book activities hosted by locals, such as guided tours and outdoor adventures.
  • Airbnb’s marketplace model benefits by allowing hosts to monetize their homes, and reaching a global audience. And for travelers, it offers various options from budget-friendly stays to luxury retreats.  

Established Year – 2008

Origin – United States

Marketplace Website – Airbnb | Holiday rentals, cabins, beach houses & more

5. Postmates

  • Postmates is more than just a food delivery marketplace. Postmate marketplace functionalities include delivering anything within the city in just one hour. 
  • Apart from delivering food from popular cafés and restaurants, Postmates also caters to a wide range of delivery as per need and demand. 
  • An outstanding feature of Postmates is that it delivers 24×7 and charges a minimum delivery fee based on the travel distance. 
  • Postmates now has hosted marketplace solutions by broadening its scope to include a variety of goods and services. Customers can order medicines, alcohol, gifts and so much more.
  • The platform has established its own delivery network ensuring goods are delivered efficiently and reliably, enhancing customer satisfaction and loyalty.
  • Postmates’ user-friendly interface, logistics, and customer service make a great multi-vendor marketplace.

Established Year – 2011

Origin – United States

Marketplace Website – Postmates: Food Delivery, Groceries, Alcohol – Anything from Anywhere

Shipturtle is a Shopify app solution designed to transform any online store into a marketplace. It provides core management modules for both merchants and vendors, offering order management, 200+ shipping integrations, invoicing, automatic payments/commission, and more.
Shipturtle can help you create a multi-vendor marketplace website in minutes with its powerful vendor sync powered by Webhooks. 

6. Instacart

  • Instacart is a market leader in the online food industry, capturing 85% of the U.S. market and nearly over 65% of the Canadian market. By the end of 2019, the company was valued at $8 billion. 
  • Instacart is a US-based multi-vendor marketplace expanding beyond groceries and retail items. 
  • The platform allows customers to shop from various stores within a single app. 
  • They have partnered with major grocery chains, stores, and local markets to provide seamless delivery options. 
  • Overall, Instacart’s multi-vendor marketplace creates a wholesome ecosystem that connects consumers with a variety of retailers. 
  • It has features like personalized shopping, scheduled deliveries, and real-time order tracking, which enhances customer satisfaction.

Established Year – 2012

Origin – United States

Marketplace Website – Instacart | Grocery Delivery or Pickup from Local Stores Near You

7. EC Plaza

  • EC Plaza is an old player in the eCommerce marketplace. 
  • It was founded in the year 1996 in South Korea. It is a leading trading platform globally. 
  • It has over 1 million buyers and sellers both online and offline. 
  • You can sell on your marketplace with various product listings, and add product catalogs and directories. 
  • The platform offers multiple languages support like Chinese and Japanese apart from Korean.
  • Over the years, the eCommerce platform has steadily expanded, building a global audience and good sales figures. EC Plaza is best for international trade and B2B wholesale marketplace. 

Established Year – 1996

Origin – South Korea

Marketplace Website – ECPlaza – Connect with Global Manufacturers, Suppliers & Buyers

8. EWorldTrade

  • EWorldTrade is a popular B2B marketplace owned by a US-based digital media and technology firm. 
  • One of the attractive marketplace features of EWorldTrade is that it offers up to 10 free leads when you sign into the marketplace platforms. This has given them a gain in sellers on the platforms. 
  • The platform has sellers mostly from China but now they have rapidly expanded into other countries like the USA, Malaysia, and India. 

Established Year – 2006

Origin – United States

Marketplace Website – Global B2B Marketplace for Worldwide Manufacturers and Whole Suppliers | International Portal for Export & Import to Trade Online – eWorldTrade

9. DHgate

  • DHgate is a top wholesale B2B marketplace for high-quality products. It is renowned for its consistent quality and competitive prices. It is based in China but also trades internationally.
  • Similar to eWorldTrade, DHgate supports small and medium-sized manufacturers, providing a platform for their products. 
  • The marketplace offers a smooth logistics and secure payment system, ensuring good international transactions. 
  • It also serves in the United States, UAE, and India, highlighting its global reach and commitment to serving a diverse customer base.

Established Year – 2004

Origin – China

Marketplace Website – DHgate – Buy China Wholesale Products Online Shopping from China Suppliers.

10. Design Rush

  • DesignRush is a leading online platform that connects brands with agencies both in the US and globally. 
  • DesignRush has a network of over 10,000 agencies offering top services such as web design, SEO, digital marketing, branding, and software development. A great B2B marketplace in this segment. 
  • Their marketplace serves as a space where brands can share their projects and agencies can submit proposals. 
  • Additionally, DesignRush offers various opportunities to enhance the credibility and value of agencies through dedicated articles, Best Design Awards, QuickSights press releases, and more. 
  • The platform’s prominence in Google’s top search results for these services drives over 50,000 leads from organic traffic each month. 

Established Year – 2017

Origin – United States

Marketplace Website – A B2B Marketplace To Find Top Agencies | Jun 2024 | DesignRush

11. eBay

eBay is an American multi-vendor marketplace platform. It is considered one of the oldest marketplace platforms in the world. eBay allows individuals, sellers, and businesses to buy and sell on the platform. They offer a wide range of products ranging from electronics to apparel. They have seamless shipping options and competitive prices. 

Their multi-vendor marketplace solution is the best in the market offering bidding, auctions, checked sellers, and direct brand selling. eBay has been an old and reputed player in the marketplace. Ebay is ranked 2nd largest marketplace in the world. 

Established Year – 1998

Origin – United States

Marketplace Website – Electronics, Cars, Fashion, Collectibles & More | eBay

12. Amazon

Amazon is the largest marketplace in the world. It has a large customer base and a popular online E-commerce platform. Based in the USA, Amazon initially started as a bookstore and then expanded to a wholesome online store. In the present day, it covers a huge range of products that include books, electronics, apparel, home decor items, and much more. 

It offers customer membership giving free shipping and quick delivery options. Amazon Fulfillment service provides smooth shipping, storing, packing, and supply chain mechanisms for vendors and sellers. Moreover, it also provides cloud services, music services, and online TV solutions. Amazon serves in over 20 countries across continents. 

Established Year – 1994

Origin – United States

Marketplace Website – Amazon.com. Spend less. Smile more.

13. Alibaba

Alibaba is the largest B2B marketplace in the world. It is popular across the world for offering B2B marketing solutions. They have a huge online market and attract many visitors to their platform. Alibaba supports international languages like Japanese, Italian, and German. Comparatively, they are good competitors of eBay and Amazon platforms. 

Alibaba operates many other sub-brands under its name. These are Alipay, Alibaba International, and AliExpress. They have a user base of over 35 million. It mostly focuses on traders, manufacturers, and businesses. 

Established Year – 1999

Origin – China

Marketplace Website – Alibaba.com: Manufacturers, Suppliers, Exporters & Importers from the world’s largest online B2B marketplace

14. Walmart

Walmart is also one of the largest and oldest multi-vendor marketplaces in the world. The platform covers a wide range of products from clothing, shoes, and groceries to electronics. Walmart Marketplace allows third-party sellers to list products on the online platform, reaching millions of consumers across the globe. 

Their marketplace features include competitive prices, great marketing tools, smooth logistics, and a supply chain making it an attractive place for sellers to make huge sales. 

Established Year – 1962

Origin – United States

Marketplace Website – Walmart | Save Money. Live better.

Tips to Start Your Multi-Vendor Marketplace

Here are a few tips to start your multi vendor marketplace business:

  • If you are planning to launch a marketplace from scratch then you will need to explore the various revenue models. For example, for most businesses like Alibaba and Amazon, the commission model will work the best but for other business types, it may not.
  • However, most business models allow for competitive market positions, consumer trends, and combined multiple marketing strategies. You cannot solely rely on one revenue model, instead opt for various models as per requirements and business scalability. 
  • When selecting a marketplace be it a B2B, B2C or C2C marketplace, ensure it supports multiple revenue streams to maximize your income potential. 
  • To ensure smooth operations and optimal functionality, it is preferred to use a trusted marketplace app like Shipturtle on your Shopify store to build a new marketplace in few hours.  

Benefits of Multi Vendor Ecommerce Platform

I. Lower dependency on a single vendor

A profitable marketplace business is when you have multiple sellers and vendors. Relying on a single vendor can be risky. When you have multiple vendors, your online store can maintain smooth end-to-end transactions even if other vendors face any uncertain issues. If one vendor fails to deliver, others can fill the gap, ensuring a consistent supply of goods and minimizing the risk of stockouts and delivery delays. 

Vendors can learn from each other, share best practices, and collaborate on marketing efforts. This ensures sellers and vendors can enhance loyalty and contribute to the marketplace’s long-term success.

II. Huge customer base

If you have boarded a multi-vendor marketplace, it is likely to attract a larger customer base. A broad product range attracts a larger, more reliable customer base, reducing the risk associated with relying on a niche market. The higher the customer base the higher the sales figure. 

A diverse product selection can showcase different demographic groups and locations, expanding the marketplace’s reach and making it less vulnerable to market changes affecting specific product categories.

III. Easy integrations and support

A Major benefit of a multi-vendor marketplace solution is that it offers a wide range of marketing integrations and tool support. Multiple product categories allow you to experiment with new product lines without significantly impacting your store. 

A dynamic vendor base invites innovation and experimentation. Vendors can launch new products and services more readily, and the marketplace can quickly attract quick customer response. 

IV. Diverse revenue options

Another benefit of a marketplace is that it offers a range of revenue options. Depending on one vendor limits your income potential and negotiating power. Multiple vendors create diverse revenue streams and better opportunities to set profitable margins for your marketplace business. 

Multi-vendor marketplaces can generate revenue through various channels. These revenue models include commission fees, subscription fees from vendors, listing fees, and advertising fees. This dynamism of revenue streams makes the business model more resilient and profitable. 

V. Increased product and services variety

Offering products from multiple vendors allows your store to provide a wider range of product choices, attracting more customers who seek variety. The wider the range of products the wider the customer base. The multi-vendor marketplace is best for this case. This variety of products and services attracts more visitors and keeps them engaged, without having them visit multiple websites. 

VI. Business flexibility and scalability

Multi-vendor marketplaces are automatically scalable. As the business grows, new vendors, sellers, and product categories can be added without significant changes to the platform. This flexibility gives the marketplace a chance to expand and adapt to changing market conditions and consumer preferences.

Many of the top e-commerce marketplace platforms like Amazon, Etsy, and Uber take advantage of the online marketplace platforms’ features and benefits. 


The multi-vendor marketplace is a wonderful platform to scale your business online. it offers a wide range of benefits like huge customer bases, easy transactional gateways, smooth integrations, and logistics support. These make the marketplace loaded with essential features. Moreover, your marketplace will depend on a lot of factors like revenue models, business models, and much more. In this article, we have also given a few important tips to start your multi-vendor marketplace with ease. Remember, you need to consider a lot of things while building a promising b2bor b2c multi-vendor marketplace. 

You might be wondering which marketplace platform to choose. With numerous options available, making a decision can be challenging. To help you, we’ve compiled a list of various marketplace platform examples along with their features. Ultimately, the best platform for you will depend on your specific business model. It’s advisable to consult with an eCommerce marketplace expert before making your final choice.

Call To Action (CTA)

Are you looking to build a multi-vendor marketplace for your Ecommerce business? You can try the Shipturtle marketplace builder: a one-stop destination for all your marketplace website needs. 

About the Author

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Team Shipturtle

Articles from Team Shipturtle include contributions across departments - Tech, Marketing, Sales, Finance, HR - to share varied viewpoints and present a holistic picture.

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