Channels

Not sure which marketplace is right for you? This page compares every major selling platform FLUF supports — fees, audience size, what sells best, and which features FLUF Connect supports for each. Pick one guide to go deep, or read the comparison below to find your ideal selling mix.

Marketplace Comparison — Fees, Audience, and Features at a Glance

Every marketplace has trade-offs. The table below compares the nine platforms FLUF Connect supports, side by side. Click any marketplace name for the full deep-dive guide.

Which Marketplace Is Right for You?

The best marketplace depends on what you sell, how you want to sell it, and whether you are decluttering or building a business. Here is a quick decision framework by use case.

Selling Collectibles or Running Live Auctions?

Whatnot is the clear choice. The platform is purpose-built for live-stream auctions and is the largest live commerce marketplace in the West, with $8 billion+ in GMV in 2025 and 20 million new accounts created that year. Sports cards are its #1 category (6.4 million cards sold per month), followed by trading card games, sneakers, vintage fashion, Funko Pops, comics, and jewellery. Fees are ~12% all-in, with a commission cap at £1,500 for trading cards, sports singles, comics, and toys. Whatnot’s buyers spend an average of 95 minutes per day in the app — engagement no static marketplace can match. See our dedicated category guides for trading cards, sports cards, Pokémon cards, sneakers, Funko Pops, and vintage clothing.

Selling Fashion and Clothing?

Start with Depop if you sell curated vintage, streetwear, or Y2K pieces to a Gen Z audience — Depop has 7 million active buyers (~90% under 34) and zero seller commission since March 2024 (just 2.9% + 30p processing). Use Vinted for everyday clothing, high-street brands, and casual decluttering — Vinted charges sellers nothing and has 75 million+ members across Europe. For volume thrift hauls and live-show energy, Whatnot vintage clothing moves 100+ pieces per stream. List on all three simultaneously with FLUF Connect to triple your reach.

Selling Furniture, Appliances, or Heavy Items?

Facebook Marketplace is the clear winner. Local pickup means zero shipping costs and zero fees. The buyer comes to you, inspects the item, and pays in cash or bank transfer. No packaging, no courier, no platform cut. Whatnot and eBay cannot touch Facebook Marketplace for bulky local sales.

Selling Electronics or High-Value Items?

eBay offers the strongest buyer protection, global reach (190 countries, 135 million active buyers), and the highest price ceilings. Buyers trust eBay for expensive electronics because of the Money Back Guarantee and Authenticity Guarantee programmes. Private sellers pay zero seller fees on eBay UK (since October 2024), making it the best platform for one-off high-value sales. For business sellers, eBay’s fees run 10.9–12.9% + VAT depending on category, with a 30p per-order fee (40p above £10).

Selling Luxury or Designer Fashion?

Vestiaire Collective is the leading authenticated luxury resale marketplace, with approximately 25 million members across 80+ countries. Standard commission is 12% + 3% payment processing, but a 0% UK promotional fee is currently active on 4,000+ eligible brands priced in GBP. Items can go through an authentication process (£15 buyer-paid) that gives buyers confidence in high-value purchases. Best for genuine designer and luxury pieces above £83; not a fit for sub-£50 items.

Selling New Products at Scale?

Temu is the fastest-growing marketplace globally, with approximately 530 million monthly active users (including 141 million in the EU) and GMV around $70 billion in 2025. Three seller models are available: Fully Managed (Temu handles everything), Semi-Managed (you warehouse and ship locally), and Local-to-Local (domestic sellers only — now ~25% of US GMV after the May 2025 de minimis tariff changes forced a US pivot). Best for wholesale sellers and brands selling new products. Not suitable for secondhand resellers.

Building a Brand?

Shopify is the only platform where you own your customers — email addresses, purchase history, and repeat-buyer relationships. Plans from £19/month (Basic) with 2% + 25p payment processing. Plus available at enterprise scale. Shopify works best alongside marketplace selling: marketplaces deliver volume and discovery, your Shopify store delivers brand equity, margin, and direct customer relationships. FLUF Connect syncs your Shopify inventory bidirectionally with every marketplace channel.

Selling in Nordic, Baltic, or African Markets?

Yaga is the leading second-hand marketplace in Estonia, with growing presence in South Africa and Kenya. Zero seller fees (buyer pays the service fee) and a community-driven audience for fashion and lifestyle items. Note that Yaga is not currently available to UK-based sellers — the strategic focus is Baltic, Nordic, and African markets. If your target buyers are in those regions, Yaga is worth adding to your channel mix. FLUF Connect is the only tool that automates Yaga offer management — auto-accept or counter buyer offers from your inbox, and automatically message anyone who likes your items (Yaga has no send-offer-to-liker feature, so FLUF starts the conversation for you).

Not Sure? Sell on Multiple Platforms

The most successful resellers do not pick one platform — they sell on 3–5 simultaneously and let each platform do what it does best. FLUF Connect makes this effortless: list once, sell everywhere, and inventory sync prevents double-sales automatically. A Whatnot live-show sale instantly delists from every other connected channel in real time. Read our multi-platform selling guide to learn more.

Fee Comparison — What You Actually Keep on a £30 Sale

Fee percentages are hard to compare across platforms because they work differently. Here is what you would actually keep from a £30 sale on each marketplace, after all seller fees.

Important context: fee rates alone do not tell the full story. Whatnot’s higher ~12% rate comes with a live auction format that routinely drives prices 20–60% above eBay comps on hot items. Vinted’s zero fees come with lower realised prices because the buyer base is the most price-sensitive in resale. The right platform is the one where your fees plus your realised prices plus your time investment produce the best net outcome — not the one with the lowest headline rate.

FLUF Connect Support by Marketplace

FLUF Connect lets you manage listings across every platform below from a single dashboard. Feature availability varies by platform — here is what is supported for each channel.

Try FLUF Connect — 500 Free Listings

Complete Marketplace Selling Guides

Each guide below covers everything you need to start selling: fees, account setup, listing strategy, algorithm tips, shipping, tax obligations, and how to cross-list with FLUF Connect.

How to Sell on eBay — Complete 2026 Guide

135 million active buyers across 190 countries with $80 billion in annual GMV. Private sellers pay zero seller fees since October 2024. Business sellers pay 10.9–12.9% + VAT final value fees (category-dependent) plus a 30p per-order fee. The strongest buyer protection of any marketplace, the widest category coverage, and the highest price ceilings for rare and high-value items. Read the full eBay guide →

How to Sell on Whatnot — Complete 2026 Guide

The fastest-growing live-stream shopping marketplace in the West. $8 billion+ GMV in 2025 (doubled year-on-year), 20 million new accounts, and buyers spending an average of 95 minutes per day in the app. Purpose-built for sports cards, TCG, sneakers, Funko Pops, comics, vintage fashion, and jewellery. Fees ~12% all-in with a commission cap on high-value items in trading card and toy categories. Six category deep-dives available: trading cards, sports cards, Pokémon, sneakers, Funko Pops, vintage clothing. Read the full Whatnot guide →

How to Sell on Depop — Complete 2026 Guide

The social marketplace where Gen Z buys vintage, streetwear, and curated fashion. 7 million active buyers (~90% under 34), 3.2 million active sellers (+41% YoY), and approximately $1 billion in GMS. Zero seller commission since March 2024 — sellers pay only 2.9% + 30p processing. Currently in the process of being acquired by eBay for $1.2 billion (announced February 2026, expected to close Q2 2026). Read the full Depop guide →

How to Sell on Vinted — Complete 2026 Guide

Zero seller fees — Vinted charges buyers, not sellers. 75 million+ members across 26 countries, with approximately 17 million in the UK alone. €10.8 billion in GMV in 2025 (+47% YoY). The simplest selling experience of any platform: upload photos, set a price, ship with a Vinted-provided label when sold. Ideal for everyday clothing, and now expanding into home goods, electronics, and toys. Vinted Pro business seller programme is now live in the UK. Read the full Vinted guide →

How to Sell on Facebook Marketplace — Complete 2026 Guide

1.2 billion monthly shoppers across 228 countries — the largest audience of any marketplace. Zero fees on local pickup sales, 10% fee on shipped items (doubled from 5% in April 2024). Prepaid shipping labels were discontinued for new listings in February 2025 — sellers now source their own labels. Best for furniture, appliances, electronics, and anything bulky or best suited to local pickup. Read the full Facebook Marketplace guide →

How to Sell on Shopify — Complete 2026 Guide

Not a marketplace — your own online store. Plans from £19/month (Basic), £49/month (Grow), £259/month (Advanced), with Plus available at enterprise scale. Shopify Payments charges 2% + 25p on Basic (rates drop on higher tiers). You own your customers, your brand, your domain, and your data. Best used alongside marketplace selling as a D2C channel for higher margins and repeat customers. Read the full Shopify guide →

How to Sell on Temu — Complete 2026 Guide

Approximately 530 million monthly active users globally, with 141 million in the EU and a 2025 GMV of roughly $70 billion. Three seller models: Fully Managed, Semi-Managed, and Local-to-Local (the last now representing ~25% of US GMV after the May 2025 de minimis tariff changes forced a pivot away from direct-from-China shipping). Best for wholesale sellers and brands selling new products at scale. Not suitable for secondhand. Read the full Temu guide →

How to Sell on Vestiaire Collective — Complete 2026 Guide

The leading authenticated luxury and designer resale marketplace, with approximately 25 million members across 80+ countries. Standard commission is 12% plus 3% payment processing, but a 0% UK selling fee promotion is currently active on 4,000+ eligible brands priced in GBP. Items can go through an authentication process giving buyers confidence in genuine designer purchases. Best for sellers with authentic luxury pieces above £83. Read the full Vestiaire Collective guide →

How to Sell on Yaga — Complete 2026 Guide

The leading second-hand marketplace in Estonia, with growing presence in South Africa and Kenya after a €4 million pre-Series A raise in October 2025. Zero seller fees (buyer pays a service fee) and a community-driven audience for fashion and lifestyle items. Note: not currently available to UK-based sellers — strategic focus is Baltic, Nordic, and African markets. Read the full Yaga guide →

Marketplace Comparisons

Not sure which pair of platforms to use together? Our side-by-side comparisons break down the fees, audience, and features so you can decide — or sell on both with FLUF Connect.

Whatnot Comparisons

• Whatnot vs eBay — live auctions vs global search; the biggest decision for serious collectible sellers
• Whatnot vs Depop — live video vs curated fashion feed for vintage, streetwear, and sneakers
• Whatnot vs Facebook Marketplace — community-driven live commerce vs local pickup at zero fees

Fashion Platform Comparisons

• Depop vs Vinted — the two biggest fashion resale platforms head-to-head
• Depop vs eBay — Gen Z social marketplace vs global search giant
• eBay vs Vinted — global reach vs zero-fee European fashion
• Depop vs Etsy — curated fashion vs handmade marketplace
• Vinted vs Etsy — everyday clothing vs creative marketplace
• eBay vs Etsy — mass-market vs craft and vintage

Multi-Channel Strategy Comparisons

• Facebook Marketplace vs Shopify — built-in audience vs own-your-customer storefront
• Etsy vs Shopify — marketplace discovery vs full brand control
• eBay vs Shopify — search-driven sales vs D2C
• Depop vs Shopify — fashion marketplace vs fashion brand
• Vinted vs Shopify — zero-fee resale vs subscription D2C

Emerging Platform Comparisons

• Depop vs Temu — secondhand vs new product mass marketplace
• eBay vs Temu — the two largest global marketplaces compared
• Vinted vs Yaga — zero-fee European fashion platforms
• Depop vs Vestiaire Collective — everyday fashion vs authenticated luxury
• eBay vs Vestiaire Collective — general resale vs luxury specialist

UK Tax Basics for Marketplace Sellers

Tax rules are the same regardless of which marketplace you use. The key thresholds for UK sellers:

• £1,000 trading allowance — if your total selling income across all platforms is under £1,000/year, no tax is owed and you do not need to tell HMRC.
• Above £1,000 — register for Self Assessment and pay income tax on your profits (selling price minus costs).
• £90,000 VAT threshold — if your taxable turnover across all platforms exceeds £90,000 over 12 months, register for VAT.
• DAC7 reporting — since January 2024, platforms report your selling data to HMRC if you exceed 30 transactions or ~£1,700/year on any single platform.
• Selling personal belongings you no longer need is not trading — no tax owed.

This is general guidance, not tax advice. Consult a qualified accountant for your specific situation.

Each marketplace guide above includes a detailed tax section covering platform-specific payment and reporting details.

Start Selling on Every Marketplace — Try FLUF Connect Free