6 steps to start exporting with online marketplaces

But getting good results means more than just listing your products and expecting sales to roll in. David Girolami, a Senior Business Advisor with BDC Advisory Services who specializes in digital marketing notes, “Success comes down to doing your research on the back-office aspects—fulfillment, margins, pricing strategy, advertising and more.”

Girolami outlines six essential steps for companies looking to succeed when exporting online through marketplaces.

1. Set clear exporting objectives for foreign markets

Defining your marketplace export strategy should be part of your international expansion plan. Here are some exporting goals that these sites can help you reach.

Test new foreign markets online first

Online marketplaces offer a low-risk way to validate international demand before making larger investments. This “test before you invest” approach allows your business to:

• Gauge product-market fit with minimal upfront costs
• Collect valuable customer data and feedback in real time
• Test pricing strategies and product variations
• Understand local consumer preferences and behaviours
• Identify potential regulatory or logistics challenges early

Complement existing sales channels

Marketplaces can work alongside your current export strategies to maximize reach and efficiency.

• Support direct-to-retail relationships with additional revenue streams
• Create a multi-channel presence that reinforces your brand internationally
• Use as specialized distribution for certain product lines or collections
• Leverage marketplace fulfillment services as a service provider for faster delivery
• Clear excess inventory or discontinued items without disrupting primary channels
• Sell private label products without competing with retail partners

When integrated properly, marketplaces can enhance rather than cannibalize your existing distribution networks in foreign markets.

Build sustainable international growth

Successful marketplace exporters take a step-by-step approach to international growth, starting with market research and platform selection. You can then test a few products or limited inventory to get your feet wet. Monitor performance and adjust your listings, prices, and so on based on the results. When things start working, you can add products, channels and markets.

This phased approach allows you to:

• Start with low-risk objectives like testing limited collections
• Graduate to more complex strategies as you gain experience
• Build your foreign market expertise incrementally
• Scale operations based on validated metrics
• Develop relationships with local service providers

2. Select the online marketplace that fits your exporter profile

Selecting the right marketplace is crucial for your export success. The giants include Amazon, Alibaba and eBay, but there are hundreds of others, including some that target specific regions, countries and sectors. Your choice should align with your specific export objectives and target audience.

While the larger marketplaces are a good choice for many businesses, keep in mind that you will likely be competing there against a vast number of products. Depending on your offering, a more specialized site may help you stand out better. Here are some options:

Consumer-facing marketplaces with export potential

• Bol (Netherlands)
• Etsy (handmade and vintage items)
• Flipkart (India)
• JD.com and Tmail.com (focusing mostly on China)
• Mercado Libre (Latin America)
• Newegg (tech products)
• Shopee (Southeast Asia and Taiwan)
• Wayfair (furniture)
• Zalando (fashion in Europe)

Global and general B2B marketplaces

• Alibaba (still dominant, especially for bulk sourcing across industries)
• Amazon Business (strong in North America and Europe, ideal for bulk B2B transactions)
• DHgate (popular for wholesale and electronics and fashion, but with quality control concerns)
• EC21 (South Korea-based, connecting Asian suppliers with global buyers)
• eWorldTrade (fast growing global platform with AI-powered tools and verified suppliers)
• Exporters Worlds (India-based but expanding globally, known for human-backed matchmaking and simplicity)
• Global Sources (trusted for electronics and industrial goods, especially from Asia)
• IndiaMart (Dominates India’s domestic market with growing international visibility)
• Made-in-China (key gateway for Chinese manufacturers with international reach)
• TradeIndia (strong in India, good for SMEs looking to digitize)

Regional and specialized marketplaces

EC Plaza (South Korea-based, good for SMEs and regional sourcing)

Europages (Europe-centric, useful for EU-focused exporters)

HKTDC (Hong Kong-based, excellent for accessing Asian markets and tradeshows)

Kompass (more of a global business directory than a transactional platform)

ThomasNet (U.S.-focused, ideal for industrial components and manufacturing)

Keep in mind that on some marketplaces, you have to create a separate account and page for each country you target. “You may need to adapt your branding, products and price to each country,” Girolami says.

3. Choose the right product for online export success

Now think about which products you will sell. It’s crucial for the product to be one you can offer at a competitive price. Shoppers on marketplaces are highly focused on the best price. Having competitive prices is also key for ranking higher in search results when shoppers look for products.

“Being price competitive is super-important on online marketplaces,” Girolami says. “You don’t get much landscape to promote your unique value, unlike on your own website where you can weave a story about your efficacy or features.”

At the same time, you have to pick products that have a strong margin.

E-commerce is often more expensive than expected which is why it’s important to create a financial model before you start selling online. Be sure to factor in all your costs, including:

• advertising
• monthly fees and sales commissions
• storage and fulfillment fees if you use the marketplace’s fulfilment process
• order processing, inventory management, shipping and returns if you take care of fulfillment yourself

This analysis will let you know if you can be competitive in your pricing and the volume of sales you need to reach to achieve profitability.

4. Build a fulfillment and return policy that boosts marketplace ranking

Quick  and reliable fulfillment is a critical component of ranking highly in marketplace search results. “Your ranking will degrade if delivery is slow, and that hurts your visibility,” Girolami says. “Amazon wants to offer the best customer experience, which means fast delivery and low price.” How you handle payments and returns also significantly impacts your marketplace success.

You generally have three fulfillment options:

Marketplace fulfillment

Opting for the marketplace’s process is often simplest for smaller businesses and those testing a new foreign market. These services typically offer same or next-day shipping options that would be difficult to match independently. When selling internationally, be aware that you’ll need to comply with Canada Border Services Agency regulations for exported goods.

Self-fulfillment

The DIY option can save you fees that marketplaces charge for storage and fulfillment. Benefits include:

• Cost savings—avoiding marketplace fulfillment fees (typically 10-15% of product price)
• Brand control—customizing packaging and inserts
• Flexibility—managing inventory across multiple sales channels

The downside is you must handle order processing, inventory management, shipping and returns yourself. It may also take you longer to get products to customers than the marketplace process, which may offer same- or next-day shipping. It’s hard to compete with that yourself.

Third-party service provider

Alternatively, third-party logistics providers (3PLs) offer specialized services for marketplace sellers, providing warehousing and fulfillment services while integrating with major online marketplaces.

Whichever option you choose, remember that your fulfillment and return policies directly impact your marketplace rankings and customer satisfaction.

5. Optimize marketplace advertising and promotional options

In today’s digital landscape, strategic advertising is essential for marketplace success. Online marketplaces offer sophisticated advertising ecosystems that can significantly boost your product visibility and drive international sales when properly leveraged.

Amazon, for example, offers ways to generate visibility both outside of their platform and within. You should review and use all the options available to generate leads and maximize your store’s performance.

6. Monitor data and continuously improve

One of the greatest values of the marketplaces is data—bags of it. It’s up to you to take advantage of this treasure trove. You should continuously check your data on sales and ad campaigns to test and optimize your efforts. Also keep a close eye on what competitors are up to.

“Don’t make the mistake of listing your products, then just sitting back and expecting that customers will fly through the door,” Girolami says. “Monitoring data and optimizing your efforts can be the difference between success and failure.”

Marketplace optimization is not a one-time effort but an ongoing process. By consistently analyzing your data and making informed adjustments, you’ll maximize your export potential and stay ahead of global competition.