Marketplaces continue to play a leading role in global online consumption. More and more international entrepreneurs, are using these platforms to sell in the United States without having to create their own e-commerce.
If you want to expand your business, sell internationally and reach U.S. consumers, it is essential to understand how marketplaces like Amazon, eBay and others work.
Why Sell in the United States Through Marketplaces?
The United States is the second largest e-commerce market in the world, after China. In 2024, online sales in the country exceeded $1 trillion, consolidating it as the preferred destination for entrepreneurs who want to sell abroad.
Advantages of Marketplaces
1. For sellers, it is an excellent alternative because in addition to avoiding the costs of developing their own e-commerce platform and logistics, they can take advantage of promotion on powerful websites.
2. On the other hand, for consumers, one of the main advantages is being able to find a wide variety of products and services in one place.
3. A marketplace offers security when making online payments or even protection with return policies if the merchandise arrives defective or does not meet the customer’s expectations.
For Latin American residents, a popular example of a marketplace is Mercado Libre, a platform that in 2020 became the company with the highest market value in the region; it is very likely that you are familiar with it and have even made a purchase there.
According to research published by Statista, from a global perspective, most consumers (71%) prefer to make a first purchase in a physical store, however, when it comes to repeat purchases, marketplaces become the ideal option with 37% of the votes. In total, three quarters of second purchases are made online.
If you are an e-commerce entrepreneur, you can easily expand your operations and start selling on Amazon and eBay in international marketplaces.
Main Marketplaces to Sell in the United States in 2025
1. Amazon
Amazon remains the absolute leader in the U.S. market, with more than 310 million active customers. In 2024, the gross sales volume (GMV) generated by sellers on the platform exceeded USD 400 billion, representing more than 60% of all sales on the site.
Its differential lies in offering a complete structure, especially through the FBA (Fulfillment by Amazon) program, which allows products to be stored in Amazon’s logistics centers, while the company handles shipping, customer service and returns.
2. eBay
eBay continues to be an excellent choice, especially for used products, collectibles, electronics and niche items. With more than 132 million active buyers worldwide, it stands out for its ease of operation and lower costs compared to Amazon.
In 2024, eBay showed growth in categories such as sustainable products, luxury goods and refurbished electronics.
3. Walmart Marketplace
Walmart, the largest physical retailer in the U.S., also has a strong digital presence. Its online marketplace receives more than 120 million unique visitors per month.
It is ideal for those looking to sell on a platform with high credibility among U.S. consumers and robust logistics.
4. Wayfair
Specializing in furniture, décor and home furnishings, Wayfair dominates this segment in the U.S. With the home office boom, the platform continues to grow and generated more than USD 18 billion in sales in 2024.
5. Etsy
If you work with handmade, custom, vintage or designer products, Etsy is the ideal marketplace. With more than 90 million active buyers, it is a global reference in this niche.
How To Start a Business in the United States
To take advantage of the U.S. marketplace, you need to open a company in the country; the incorporation process is simple and can be done remotely.
For your peace of mind, you do not need to prepare any documents. The only thing you need to start the procedure is a valid passport; here are the steps to follow:
1. Choose a name for your company: Be creative, as it is important to check if your chosen term is available in the state where your company will be registered – check if your company name is available before you start!
2. Define your company category: You need to choose the category you want for your company, either LLC or CORP. These categories are similar to the respective corporation and limited liability company models used worldwide. Understand the characteristics of each in this article.
3. Choose the state where you will register your company: Many entrepreneurs choose Florida. Another popular state is Delaware. It is best to open your business in the same state where your warehouse will be located.
4. Have a virtual address: This is an easy service to acquire, affordable and essential to receive correspondence, especially those related to the opening of the company.
5. Prepare the necessary documents: To start your business operations you will need the EIN (Federal Employer Identification Number), a number provided by the Internal Revenue Service (IRS).
6. Open a bank account: Having a bank account in a U.S. bank is necessary to carry out your company’s financial transactions. We recommend Mercury, a Globalfy partner.
7. Structure the logistics of your e-commerce: you may be wondering how to make the logistics process possible remotely. The best option in this case is to have 3PL or Third-Party Logistics partners, which will take care of the fulfillment operation of your business in the United States.
Avoid all the steps on the list: purchase one of Globalfy’s plans and receive great benefits and solutions designed for your U.S. business. Check them out here!
In practice, they receive the merchandise, organize it in the warehouse, prepare the packaging and send it to the final customer. All this while you follow the entire operation (orders, preparation, shipping and reception by your customer) from your country, all through the software used by the partner company.
What is FBA or Fulfillment By Amazon?
If you sell on Amazon you can count on FBA, a process in which merchants’ products are stored and shipped by Amazon itself. This option offers a competitive advantage to the seller when converting to Prime, as product deliveries take up to two business days and shipping is usually free.
If the entrepreneur chooses to use FBA, he can still count on the support of logistics partners in charge of shipping his products to Amazon’s warehouse, as long as he follows the company’s specifications.
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