Developing an Online Marketplace: 10 Market Examples of Successful Online Marketplaces in 2025

Through the internet, an entirely new type of business model has emerged. These market examples are large or medium-sized online marketplaces that offer their own world full of possibilities. Especially wholesalers benefit from a modern online marketplace, whose market examples are growing in popularity. However, every operator must take the correct steps themselves to successfully launch a new marketplace. These market examples set new standards for the future and are aimed either at wholesalers, retailers, or even private individuals.

There are expert estimates that retail could achieve sales of around 27.7 trillion US dollars in 2024, even if growth unexpectedly slows down in the coming years. The engine behind this development is partly based on the growth of modern online marketplaces, such as Amazon, eBay, and many others. In this article, we will introduce some of the most successful online marketplaces.

The Essentials at a Glance

Which Online Marketplace Would You Like to Create?

Trends for Popular Online Marketplaces

Vertical Marketplaces Grow Faster

Vertical marketplaces, i.e., market examples for companies within a specific industry, achieve faster growth than horizontal marketplaces. The latter aim to cover as many industries and sectors as possible, which, however, slows their growth and makes the company less flexible. Meanwhile, horizontal marketplaces have to exert much more effort to bring various sectors together.

Grow Locally First, to Become International

The examples of successful marketplaces show that a marketplace always starts in a specific niche and grows gradually – before expanding into other sectors or countries.

Sustainability Leads to Better Decisions

Instead of focusing on short-term profits, marketplace operators should keep sustainability in mind and earn the trust and respect of customers through business goodwill, reliability, and high-quality service.

Niches Offer Unforeseen Opportunities

Many confuse market size with market potential, which is why they only consider the obvious market examples. However, there are also other market examples that have been hardly utilized so far, and these are also referred to as shadow niches.

Turn Moments of Success into a Constant State

A moment of success should not become the goal of all efforts, but rather serve as an incentive to create further successes. Only in this way can sustained growth and increased revenue be achieved. Various market examples like Etsy, as platforms for digital commerce, show that exceptional services for sellers can be a way to increase the gross margin by 10 percent annually.

1. Amazon

Nowadays, no one can talk about an online marketplace without mentioning Amazon as one of the market examples. Currently, Amazon is the largest online marketplace in the world and offers virtually every type of goods, such as food, clothing, electronics, art, and much more. Additionally, Amazon provides various services, including cloud infrastructure, software, analytics services like Alexa, and other multimedia products. Amazon is now available in 180 countries.

How Does It Work?

Amazon is arguably the best marketplace in the world for sellers. Third-party sellers can also add products to the Amazon inventory. These third-party sellers are responsible for the delivery of their orders.

What Are the True Advantages?

– Arguably the largest and most comprehensive product selection in the world – User-friendly design, effective search system – Review system with star ratings – Personalized offers and recommendations – Various customer loyalty programs with free shipping and other bonuses

The online marketplace Amazon originally only sold books. The marketplace provider has now become the market leader and offers an extensive range of services and products. The sophisticated algorithms for personalized recommendations and offers ensure high conversion rates and customer loyalty.

2. eBay

eBay is considered one of the pioneers of online shopping. It is currently estimated to have 167 million active members in 190 countries. eBay is a sales or second-hand marketplace. There are direct deals as well as global auctions, which allow goods to be sold worldwide. Market examples like eBay show that new forms of commerce can always emerge.

How Does eBay Work?

Regular sales are similar to those on Amazon as a market example. Products or goods for auction should be listed on the marketplace with many photos and a good description. The company supports inexperienced users with tips and tricks.

What Are the True Advantages?

– Huge selection of products and services – Numerous payment options – Tutorial courses and tips for sellers – Various pre-purchase rights

With its clean design and affordable offers on the homepage, eBay provides its customers with a pleasant shopping experience. The auction website knows its target audience and predominantly offers products at low prices – you can even notice the first category on the homepage “Products under €10”.

3. Etsy

Etsy launched in 2005 and quickly became one of the most popular e-commerce websites, primarily focused on handmade goods or vintage-style products. The range also includes jewelry, doll clothing, and art objects. Its vast databases are said to contain around 45 million listings.

How Does Etsy Work as a Marketplace?

Opening an account is free and there are no monthly fees. However, similar to market examples like Amazon and eBay, listing fees as well as a small fee upon contract conclusion apply.

What Are the Real Advantages?

– Huge range of handmade products, rare pieces of jewelry, or antiques – Well-maintained feedback and personal email notifications – Listings for flea markets or boutiques with a similar range – Easy to use

Etsy is a good example of an online marketplace that fills a niche – on the marketplace, handmade and classic products are sold, which allows it to secure a unique position in the market. Etsy is not a direct competitor of Amazon and eBay and can secure its own market share.

4. Rebuy.de

Rebuy launched in 2004 and quickly made a good name for itself due to its simple buying and selling system, similar to the other market examples. The company aggressively advertises the sale of everyday items that are rarely used. However, this only applies to digital media such as CDs, games, and the corresponding hardware. Modern technology like laptops, flat-screen TVs, and the like are also part of the program.

How Does Rebuy Work?

When selling, the member simply packs everything they want to sell into a box and is immediately given a sale price. If the price is acceptable, the member can send the box to Rebuy and receive the money within a set period.

What Advantages Does Rebuy Really Offer?

– Extensive technology second-hand marketplace – Warranties on used products – Both a buying and selling portal, similar to other market examples – Easy sale of various products – Guaranteed payment

With its targeted homepage, Rebuy demonstrates the importance of user experience – both sellers and buyers have immediate access to their own area, allowing them to quickly and easily meet their needs.

5. Rebelle.com

Rebelle is a fashion platform on which exclusively second-hand designer items are sold. These items are checked for authenticity before being bought and sold, so that no customer has to worry about product counterfeiting. The platform caters to internationally renowned designers and offers clothing, bags, shoes, and accessories.

How Does Rebelle Work?

Anyone who wishes to part with a designer piece on Rebelle must send the item in for an authenticity check. Only flawless items from certain designers are accepted as concierge items. Fashion from up-and-coming designers must be listed by the customer themselves. They receive 80 percent of the sale proceeds, with proper billing ensured.

What Advantages Does Rebelle as a Marketplace Truly Offer?

– Marketplace for the sale of second-hand designer goods – The seller receives 80 percent of the sale price – Authenticity of the items is verified – Extensive payment options – Protection against product counterfeiting is provided

Rebelle showcases an interesting mix of CTA (Call to Action) possibilities on its homepage. The newsletter registration is cleverly implemented for customer retention – Rebelle has found that existing customers account for the largest share of the marketplace’s revenue, and they try to engage these customers with email campaigns.

6. Chronext

Chronext is a platform for buying and selling luxury watches, which are sold with a warranty. Thanks to the affiliated master workshop, an extensive service for all luxury watches can be provided. Both nearly new models and second-hand and vintage watches are sold.

How Does Chronext Work?

During a purchase or sale, the price is estimated by the master workshop and then accepted. The company places great importance on seriousness and operates accordingly. The platform offers around 26,000 watches available worldwide. In five cities globally, personal pickup of the watch is possible. Otherwise, the goods are shipped worldwide.

What Advantages Does Chronext Offer?

– Master workshop with certified watchmakers – 26,000 models from renowned manufacturers – CHRONEXT warranty for authenticity and quality – 24-month warranty – Insured shipping worldwide – Personal pickup in Munich, London, Cologne, or Zug (Switzerland)

Chronext is an excellent example of a niche marketplace for luxury products.

7. DaWanda

Dawanda is a platform for customers who seek or create the extraordinary. This marketplace offers its sellers the opportunity to professionally market their handmade goods.

How Does Dawanda Work?

Sellers are provided with space on Dawanda for their listings, although they are responsible for the sale, shipping, and payment themselves. Buyers can order as usual and receive their goods within the agreed timeframe.

What Advantages Does Dawanda Truly Offer?

– Platform for self-made products – Good conditions for sellers – An alternative to Amazon and Co. – Good payment options

8. Bonanza

Bonanza launched in 2007 and represents an excellent alternative to eBay, Amazon, and other market examples for many. Due to its good functionality, Bonanza has received multiple awards and is also suitable for small and micro enterprises. The focus is on clothing, accessories, jewelry and accessories, home and garden supplies, art, collectibles, as well as antiques.

How Does Bonanza Work?

Buyers and sellers can sign up via Facebook or Google. Listing products incurs a small fee.

What Advantages Does Bonanza Have?

– Free listing of goods without time pressure – Affordable group editors – Tools for customer marketing – Marketplace focuses on advertising – High-quality customer service

Bonanza is an interesting example of creating a memorable brand. The simple search interface and the slogan “Find everything but the ordinary” encourage users to be creative.

9. Ruby Lane

Ruby Lane is the premier destination as a marketplace for collectibles and memorabilia, including antiques and art. The high quality of the offerings speaks for itself, and the extensive selection leaves little to be desired.

How Does Ruby Lane Work?

The listers are independent sellers with an account on Ruby Lane, and they handle the sales themselves. They pay a fee for the service, which is based on their listing. However, Ruby Lane checks the objects before they are listed to ensure that the design and the offering meet the desired standard.

What Advantages Does Ruby Lane Offer?

– World-renowned marketplace for dolls, vintage, art – Over 3,000 sellers worldwide – Insurance for the shipment of goods

10. Rover.com

Rover.com is a platform for dog owners that brings together dog owners and pet sitters in more than 10,000 cities across the USA. In addition, Rover offers many other activities and services for dog owners and their pets.

How Does Rover Work?

Dog owners can sign up for free, and pet sitters pay a small fee for the mediation. The pet sitter keeps around 75-85 percent of their earnings.

What Advantages Does Rover Truly Offer?

– Connects dog owners with pet sitters – Largest community for dog owners – Mobile app for quick contact – First-class insurance – General background checks for pet sitters – Verifiable review system

The homepage of Rover is clear and to the point – visitors can immediately search for their desired service and enter all relevant variables directly on the homepage.

Conclusion:

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