The Ultimate Guide to Choosing an E-Commerce Platform for Selling in the US

Why Choosing the Right Platform Is Essential

Choosing an e-commerce platform isn’t just about where to sell — it defines your:

• Brand identity and positioning
  
  

• Operational workflow
  
  

• Profit margins
  
  

• Marketing strategy
  
  

• Customer ownership
  
  

• Scalability
  
  

Each platform comes with a different level of control, competition, and audience type. That’s why blindly following popular trends often leads to underperformance.

Key Questions to Ask Before Choosing a Platform

Before evaluating platforms, ask yourself:

• What are you selling? (Mass-market, handmade, niche, luxury)
  
  

• Who is your ideal customer in the US?
  
  

• How important is branding and customer loyalty?
  
  

• Do you have budget for advertising?
  
  

• Can you handle your own logistics, or do you need platform-based fulfillment?
  
  

• Are you testing the market or scaling an existing brand?
  
  

Once you have these answers, you can evaluate the best platform match.

Top E-Commerce Platforms in the US (2025)

Let’s break down the most popular and effective e-commerce platforms for selling in the United States:

1. Amazon

Overview
The world’s largest e-commerce platform and the first stop for millions of US shoppers. Amazon’s sheer volume of traffic, trusted brand, and Fulfillment by Amazon (FBA) service make it an attractive option for sellers looking for rapid exposure.

Best For:
High-demand products, branded or private label goods, mass-market items, consumer electronics, home goods, books.

Pros:

• Unmatched reach and daily traffic
  
  

• High trust factor among US shoppers
  
  

• FBA handles shipping and customer service
  
  

• Access to Prime customers
  
  

Cons:

• High competition and price wars
  
  

• Limited brand control
  
  

• Costly referral and FBA fees
  
  

• Strict seller policies

2. Shopify

Overview
A powerful e-commerce solution that lets you build your own branded store. Shopify puts the control in your hands — from design and marketing to customer relationships and payment options.

Best For:
Direct-to-consumer (DTC) brands, subscription models, niche products, international brands wanting to build a US presence.

Pros:

• Full control over branding and experience
  
  

• Scalable with advanced tools and integrations
  
  

• Access to powerful apps (email, loyalty, SEO, etc.)
  
  

• Multiple payment gateways and marketing channels
  
  

Cons:

• No built-in traffic — you must generate your own
  
  

• Requires marketing knowledge or ad budget
  
  

• Fulfillment must be handled independently or via 3PL

3. Etsy

Overview
A niche platform that thrives on creativity. Etsy is home to handmade, vintage, and artistic sellers, offering access to a loyal US customer base that values originality.

Best For:
Artists, crafters, vintage collectors, sellers of personalized or custom goods.

Pros:

• Strong built-in traffic for niche items
  
  

• Low setup cost
  
  

• Community-driven trust
  
  

• Simple interface for beginners
  
  

Cons:

• Strict category restrictions
  
  

• Limited branding capabilities
  
  

• Smaller average order values
  
  

• May not scale well for larger businesses
  
  

4. Walmart Marketplace

Overview
Walmart has grown into one of Amazon’s biggest competitors in the US. The platform offers access to millions of shoppers and a trusted reputation — with lower fees than Amazon in some cases.

Best For:
Established brands, manufacturers, or large-scale retailers entering the US.

Pros:

• High traffic and trust
  
  

• Lower referral fees compared to Amazon
  
  

• Walmart Fulfillment Services (WFS) for fast delivery
  
  

• Increasing ad support and seller tools
  
  

Cons:

• Requires approval to join
  
  

• Competitive environment
  
  

• Less intuitive interface than Amazon
  
  

5. BigCommerce

Overview
An enterprise-level e-commerce solution that gives sellers flexibility similar to Shopify. BigCommerce offers more built-in features for large catalogs, cross-border sales, and B2B.

Best For:
Mid-size to large brands with technical resources and international growth plans.

Pros:

• No additional transaction fees
  
  

• Built-in tools for SEO and international sales
  
  

• Good for B2B and complex catalogs
  
  

• Native support for multi-channel selling
  
  

Cons:

• Less user-friendly for beginners
  
  

• Higher learning curve
  
  

• Not ideal for niche or handmade goods
  
  

6. eBay

Overview
A longstanding player in the US e-commerce scene. Known for auctions but also used for fixed-price goods, refurbished items, and rare collectibles.

Best For:
Used goods, collectibles, electronics, refurbished products, surplus inventory.

Pros:

• Established user base
  
  

• Easy global shipping options
  
  

• Less branding pressure
  
  

• Flexible pricing models
  
  

Cons:

• Older audience demographics
  
  

• Reputation can be hard to build
  
  

• Less suited for modern branded experiences