eBay
Depends on your product. Instant and free to start, with still-meaningful reach, but final value fees (commonly 10-15% depending on category) and a shopper base geared toward deals mean margins run thinner here than on a brand's own site.
223M monthly visits · Free + paid upgrades · live in Instant (third-party figures, sourced 2026-08-31).
Who actually reads it
Deal-hunters, collectors and secondhand/refurbished buyers alongside ordinary retail shoppers — the mix of new and used goods on the platform makes the audience broader and more price-sensitive than Amazon's.
What a strong listing looks like
Fixed-price listings for a retail product business (auctions suit collectibles more than new inventory), a strong seller rating maintained through fast shipping and accurate item descriptions, and eBay's own "Best Match" ranking rewarded by conversion and handling time.
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Frequently asked questions
Is it free to list?
A limited number of listings per month are free; beyond that there is an insertion fee, plus a final value fee on every sale.
Is it only for used/collectible items?
No — new retail products are widely sold via fixed-price listings; used and collectible goods are simply where eBay is best known.
How is ranking decided?
eBay's "Best Match" algorithm weighs relevance, price, seller performance (shipping speed, return rate) and listing quality.