Major Sales Platforms

Choosing the right platform is the first step toward cross-border e-commerce success. Below is an overview of the key platforms and the contexts they're best suited for.

Platform Overview

Platform	Key Markets	Customer Base	Monthly Active Users
Amazon	US, Europe, Japan	Broad	300M+
Shopee	Southeast Asia, Taiwan	Younger demographics	800M+
Lazada	Southeast Asia	Middle-income consumers	150M+
eBay	US, UK, Australia	Second-hand / niche products	130M+
Etsy	US, Europe	Handcraft / design products	90M+
Rakuten	Japan	Japanese consumers	120M+

Amazon

Advantages

• The world's largest e-commerce platform; massive organic traffic
• FBA (Fulfillment by Amazon) significantly lowers the logistics barrier
• Prime membership program drives repeat purchases and higher conversion rates

Disadvantages

• Highly competitive; advertising costs continue to rise
• Platform commissions run approximately 8–15%; combined with FBA fees, overall costs are substantial
• Account suspension risk is real; policy violations can result in permanent bans

Best Product Categories: Electronics, home goods, health and wellness, pet supplies

Shopee

Advantages

• Highest market penetration across Southeast Asia
• Active platform subsidies keep traffic acquisition costs relatively low
• Supports multiple languages and localized payment methods

Disadvantages

• Intense price competition compresses profit margins
• Rules differ across country-specific sites, increasing operational complexity

Best Product Categories: Fast fashion, beauty and skincare, electronics accessories, everyday household items

Independent Store (Shopify)

Advantages

• Full control over brand identity and customer data
• No platform commissions; better long-term profitability
• Works seamlessly with Meta and Google ads for precise audience targeting

Disadvantages

• Traffic must be self-generated; initial marketing costs are high
• Requires investment in technical setup and ongoing operations

Best For: Sellers with an established brand presence, or those pursuing DTC as a long-term growth strategy

Platform Selection Guide

Entering a market for the first time  →  Marketplace (Amazon / Shopee)
Building long-term brand equity        →  Independent store (Shopify) + marketplace in parallel
Niche handcraft products               →  Etsy
Japanese market                        →  Rakuten + Amazon Japan