The Global Marketplace Map 2026

There are more places to sell online than ever, and more small print. This map works through the world region by region, naming the marketplaces brands use most and what each is known for. It is built from the directory of channels our teams work with, checked against the marketplaces' own seller pages and recent trade press.

Two cautions before you start. Eligibility changes often: programmes open to new countries, retailers tighten their vetting and some marketplaces close. What follows reflects what we could confirm in November 2026, so check each seller page before you commit. And a marketplace being open to you is not the same as it being right for you. The final section explains how to choose.

How to read the map

For each marketplace, ask:

• Who buys there? A general store, a category specialist (fashion, home, electronics) or a niche community such as handmade or second-hand.
• Can you sell from abroad? Some marketplaces run formal cross-border programmes. Others expect a local company, a local returns address or stock in the country.
• What does local selling involve? Tax registration, product compliance, translated listings and customer service in the local language and time zone.

United Kingdom

The UK is an English-language, GBP market with a deep marketplace scene beyond Amazon and eBay. Businesses not established in the UK have no VAT registration threshold, so plan for UK VAT from your first sale.

ASOS moved its boutique marketplace sellers onto ASOS.com in 2025, so brands now join through its partner programmes rather than a standalone marketplace.

Europe

Europe rewards sellers who localise. The euro covers much of the region, but Poland, Czechia, Hungary, Romania, Sweden and Switzerland use their own, and almost every country expects listings and service in its language. EU VAT (with the One-Stop Shop), the General Product Safety Regulation and packaging EPR all apply.

North America

The US is a huge and fiercely competitive market. Prices are shown before sales tax, which is set state by state, and marketplaces collect it on your behalf in every state that has one. Canada adds French for Quebec and Mexico needs Spanish.

Latin America

Spanish covers most of the region, but Brazil needs Brazilian Portuguese and runs its own tax and import rules. Each country has its own currency, so cross-border programmes that settle in one currency save a lot of work.

Middle East

The Gulf is a bilingual market: list in Arabic and English. Currencies include the dirham, riyal, Egyptian pound and Turkish lira, and Türkiye has its own large domestic marketplaces.

Africa

Africa's markets are distinct, with different languages (English, French, Arabic, Swahili), currencies and delivery networks. Start with one country rather than "Africa".

Asia-Pacific

Asia-Pacific is many markets, not one. Japan and Korea tend to reward meticulous listings and fast delivery, Southeast Asia leans on mobile shopping and campaign days, and foreign brands mostly reach China through cross-border import platforms.

Australia and New Zealand

English-language, AUD and NZD markets with high delivery expectations over long distances. Both countries collect GST on low-value imported goods at the point of sale, usually through the marketplace.

Catch.com.au was wound down in 2025, so former Catch sellers should look to Amazon Australia, Kogan, Big W Market and eBay instead.

Global and cross-border marketplaces

Some marketplaces sell into many countries from one account:

• Etsy – handmade, vintage and craft supplies, with buyers in the UK, US and well beyond.
• Temu and SHEIN Marketplace – Temu now runs a local seller programme for businesses holding stock in markets such as the UK, the EU and the US; SHEIN's marketplace focuses on fashion and lifestyle.
• Fruugo – built for cross-border selling: it is localised in more than 40 countries, translates listings automatically and lets you sell in over 30 currencies.
• Vinted, Depop and Back Market – multi-country re-commerce.

Social and shopping channels

• TikTok Shop – live in the UK, the US, five EU countries and Southeast Asia, and since 2025 also in Mexico, Brazil and Japan. A UK–EU cross-border pilot began in September 2026, with wider access planned from October.
• Google Shopping – free product listings and Shopping ads from a Merchant Center feed, sending buyers to your own store.
• Meta (Facebook and Instagram) – Meta phased out on-platform checkout for Shops in 2025, so these channels now send shoppers to your website to pay.
• Pinterest – product pins and shopping ads that send inspiration-led browsers to your store.

B2B and wholesale platforms

• Amazon Business – business buyers in the US, UK and Europe, with business pricing and VAT invoices.
• Faire, Ankorstore and CREOATE – wholesale to independent shops: Faire across the US, UK, Europe and Australia; Ankorstore and CREOATE across Europe and the UK.
• Alibaba.com, Global Sources, Made-in-China.com and DHgate – mainly for sourcing, but also export channels for manufacturers selling to trade buyers.

Recent closures and changes

• Catch (Australia) – wound down in 2025.
• Bukalapak (Indonesia) – stopped selling physical goods in 2025; alternatives include Shopee, Tokopedia, Lazada and Blibli.
• Kroger (US) – third-party marketplace closed in 2025.
• Linio (Latin America) – integrated into Falabella in several countries.
• ASOS (UK) – marketplace sellers moved onto ASOS.com partner programmes.
• Tokopedia (Indonesia) – now operates together with TikTok Shop.
• Tundra (US wholesale) – closed in 2023.

How to choose your next market

1. Start from demand you can see. Search your category on the marketplace itself: bestsellers, price bands, review counts and how many sellers offer something similar.
2. Confirm you can sell there. Check eligibility for your country of registration, whether you need a local entity, bank account or returns address, and whether the marketplace is invitation-only.
3. Price the full landed cost. Add marketplace fees, VAT or sales tax, duty, freight, fulfilment, returns and advertising. A market that looks profitable on the selling price can disappear once these are in.
4. Check compliance before you list. Safety marking, responsible-person rules, labelling and EPR registrations can take weeks. Marketplaces increasingly block listings without them.
5. Match logistics to the promise. Domestic shoppers compare you with next-day delivery. Decide between marketplace fulfilment, a local warehouse or cross-border shipping.
6. Be honest about language and service. Native-speaker listings and replies within the marketplace's deadlines are not optional extras.
7. Use neighbouring stores. Amazon's European stores, Kaufland, Allegro and Mercado Libre all let one account reach several countries once the first is working.
8. Go deep before wide. Open one marketplace in one country, run it properly for a quarter, then decide what comes next.

How Ain One Group can help

We help brands decide where to sell next and then open those markets properly. Our channel strategy work compares marketplaces and countries for your range, and our international expansion team handles accounts, translated listings, compliance and fulfilment. If you already sell in several places, multi-marketplace management keeps them under one plan, or you can talk to us about your next market.