Effective Marketplace Selection: Strategies for E-commerce Business Scaling

In the modern world of e-commerce, choosing the right platform for selling goods is a key success factor. Is it enough to have only your own online store, or should you expand sales channels through marketplaces? ShockWave Trade experts offer an in-depth analysis of popular trading platforms in Ukraine and abroad to help your business scale effectively.

Overview of Leading E-commerce Platforms: Ukraine and Worldwide

For those seeking quick solutions, we have prepared a brief overview of the most important aspects of popular marketplaces. This will help you better understand entry conditions, commissions, and the target audience for each platform.

Remember that a successful platform choice requires considering the real cost of entry and commissions, assessing the level of competition, and logistical capabilities. A marketplace is a powerful additional sales channel, but it cannot completely replace your own website.

Ukrainian Marketplaces: Detailed Analysis

The Ukrainian e-commerce market is undergoing active transformation. Competition for customers is intensifying, and the effectiveness of organic search for small and medium-sized businesses is decreasing, being displaced by paid channels (PPC) such as Google, Meta, and price aggregators.

Significant changes have also occurred in legislation: since August 2025, selling without a fiscal receipt is subject to significant penalties. The use of RRO or software RRO (PRRO) is mandatory in most cases, which also applies to sales through marketplaces.

Rozetka: Leader of Ukrainian E-commerce

Rozetka remains the largest marketplace in Ukraine, offering over 60 million products in 7000 categories. With a monthly audience of about 45.4 million users and an extensive network of offline stores, the platform is a powerful sales channel.

Conditions for partners on Rozetka:

1. Application submission: Available for FOP (individual entrepreneurs) Group 2-3 and legal entities.
2. Catalog formation: It is necessary to create a product database in XML (YML) format, accurately distributing them by category, with detailed descriptions, photos, and characteristics.
3. Documentation and contract: Preparation of a complete package of documents, including founding documents, with the possibility of signing online using an ECP (electronic digital signature).
4. Service payment: The monthly subscription fee is 120 UAH, plus a commission of 3% to 27% depending on the category. An additional approximately 1.5% is charged for accepting payments via RozetkaPay.

Advantages of cooperation with Rozetka:

• Access to huge buyer traffic and a significant increase in sales.
• Possibility to store goods in Rozetka's warehouses and sell through its network of representative offices (for an additional commission).
• Convenient and functional personal account.

Challenges of cooperation with Rozetka:

• High commissions, which can reach 27%.
• Prohibition on using one's own brand, requiring registration under a different name.
• Long process of document verification and contract execution.
• Need for specialized knowledge to create XML (YML) files.

Our experts note: If you are already successfully selling on a marketplace but do not have your own online store, we recommend creating one. Your own website provides independence, the opportunity to build a brand, and cultivate a loyal audience.

PROM.ua: A Platform with a Ready-Made Solution

PROM.ua is another giant of Ukrainian e-commerce, with over 120 million products. According to September 2025 data, the platform's monthly traffic reached 32.9 million visitors, generating approximately 1.5 million orders totaling 1.3 billion UAH. The Kyiv region accounts for a significant portion of the audience.

A distinctive feature of Prom.ua is providing each registered seller with a template website that automatically integrates products into the marketplace's general catalog.

How to become a seller on PROM.ua:

1. Registration and product upload: Create a profile and upload a file with product information.
2. Logistics and payment setup: Specify delivery terms and available payment methods.
3. Website customization: Configure the name, branding, and add SEO texts for the template website.
4. Tariff plan selection: Activate a paid tariff (from 7500 UAH per year after the first free week).
5. Contract signing: For legal entities, a cooperation agreement must be signed.

Advantages of PROM.ua:

• Savings on online store development due to ready-made functionality.
• Simple and intuitive marketing tools.
• Huge audience viewing products in the general catalog.

Challenges of PROM.ua:

• Template-based website and limited access to its functionality only with an active subscription.
• High competition, often leading to price dumping.
• Limited opportunities for in-depth SEO promotion and customization.

EPICENTR K: For Home and Construction Goods

The EPICENTR K marketplace attracts about 14.5 million visitors monthly. Although the company does not publish more recent official data on turnover than for 2023 (over 1.5 billion UAH), the average check on this platform is one of the highest in the market, exceeding other marketplaces by 60%.

Cooperation process with EPICENTR K:

1. Application and interview: An in-person interview is required after submitting an application.
2. Contract signing: Available for FOP Group 2 and 3, as well as legal entities.
3. Product list creation: Catalog formation according to strict platform rules.
4. Account activation: Deposit funds into the internal balance (1001 UAH, of which 1000 UAH goes to commission payment). The monthly account fee is 120 UAH. Commissions range from 5% to 25%.

Advantages of EPICENTR K:

• Significant audience of potential buyers with stable demand.
• Products are integrated into the general catalog along with the hypermarket's products.
• Convenient account for sales management.

Challenges of EPICENTR K:

• Account activation only after an initial payment.
• Strict requirements for product quality and partners.
• High sales commission.

MAUDAU: Focus on Everyday Goods

MAUDAU, a project of Fozzy Group (owner of "Silpo" and "Fora"), specializes in everyday consumer goods. Launched in 2021, the marketplace quickly scaled up sales and actively attracts partner-sellers. It is an ideal platform for the FMCG segment, where competition on universal platforms can be too high.

Conditions for MAUDAU partners:

1. Partnership application: The platform conducts a thorough selection process.
2. Agreement of terms: Individual discussion of cooperation terms with the MAUDAU team.
3. Documentation: Preparation of FOP or legal entity documents.
4. Product and content transfer: Compliance with platform requirements.

Advantages of MAUDAU:

• Strong position in everyday demand categories, attracting the audience of large retail chains.
• Marketing support from the platform, contributing to sales growth.
• High audience quality and less competition compared to giants.
• Personalized support and assistance in content creation.

Challenges of MAUDAU:

• Strict selection of partners.
• Individual commission agreements, complicating prior economic calculation.
• Relatively young platform with less traffic compared to leaders.
• Focus only on FMCG, limiting other product categories.

ALLO: From Electronics to a Wide Assortment

ALLO, starting as a chain of mobile electronics stores, has transformed into a full-fledged marketplace with almost 5000 product categories. The website is among the top 25 most visited in Ukraine, with 2.25 million visits in September 2025.

How to start cooperation with ALLO:

1. Registration: In the partner account, familiarize yourself with the rules and the list of stop-brands.
2. Product upload: Create product cards with detailed descriptions, photos, and characteristics.
3. Advance payment: An initial payment of 2500 UAH, from which the subscription fee (120 UAH/month since March 2025) and a commission of 3% to 25% are deducted.

Advantages of ALLO:

• Wide network of over 300 pickup points across Ukraine.
• Motivation program with up to 20% commission cashback for regular partners.
• Personal manager at the start and the possibility of using a credit limit.
• Convenient API integration for warehouse synchronization.

Challenges of ALLO:

• Necessity of registering under an original name and logo, different from one's own brand.
• Account blocking with a negative balance.
• Penalties for setting prices higher than on the main "Allo" website.

International Platforms for Global Scaling

For businesses looking to go international, there are a number of powerful marketplaces. Most of them are open to Ukrainian sellers, and logistics and payment processes are constantly being improved.

Amazon: The World's Largest Online Hypermarket

Amazon is the undisputed leader in global e-commerce, with huge net revenue and millions of sellers worldwide. For Ukrainian entrepreneurs, this opens up incredible opportunities for scaling and earning income in a stable foreign currency. Ukrainian citizenship is not an obstacle, provided the account, bank details, logistics, and tax obligations are properly arranged.

Important aspects for working on Amazon:

• Registration: Requires passport/ID, bank statement in English, payment details, and legal business status. Video verification is common. Registration through a legal entity is more reliable.
• Logistics from Ukraine: Amazon offers Fulfillment by Amazon (FBA), where goods are stored and shipped from Amazon's warehouses. Sending a batch of goods to the USA can be done through intermediary carriers. A combined scheme (e.g., via Poland) is common. It is important to clarify who is responsible for customs clearance.
• Commissions: Referral fee of 8-15% of sales, PPC advertising costs, FBA logistics, and a monthly subscription of $39.99.
• Taxes: Completion of forms W-8BEN (for FOP/individuals) or W-8BEN-E (for companies) to avoid US tax withholdings. It is also necessary to report income from the USA using form 1099-K. Additionally, 20% VAT is paid in Ukraine if the annual limit of 1 million UAH is exceeded.
• Startup capital: Typically $10,000 – $50,000, with profitability reached in 6-12 months.

Advantages of Amazon:

• The most famous platform with a huge and trusted audience.
• Payments in stable international currency.
• Fulfillment service simplifying logistics.
• Convenient analytical and advertising tools.

Challenges of Amazon:

• Very strict rules and high requirements for sellers, with the risk of blocking.
• High competition, requiring significant investment in advertising.
• Significant startup capital.

eBay: Auctions and Unique Items

eBay, one of the oldest marketplaces, now focuses on selling used, collectible, and unique new items, offering both fixed-price and auction formats.

How to start selling on eBay:

1. Registration: Create an account on the website.
2. Verification: Select a payment method and complete verification.
3. Listing items: Upload photos, descriptions, prices, and shipping terms.

Advantages of eBay:

• Large buyer audience.
• Opportunity to sell unique, vintage, and collectible items.
• Easy start without complex checks and interviews.
• High traffic, reducing the need for additional advertising.

Challenges of eBay:

• High sales commission (10%) and additional fees for advertising and withdrawals.
• Need for managing auction sales.
• Limited customization options for product pages.
• Necessity to independently resolve disputes with dissatisfied customers.

Etsy: For Handmade and Creativity

Etsy is an ideal platform for handmade artisans, vintage sellers, and unique craft creators. Ukraine is actively represented on Etsy, ranking 13th in the world by the number of shops and 9th by sales volume.

Since October 2023, Etsy has officially enabled Etsy Payments in Ukraine, significantly simplifying sales. Payments are made through a Payoneer Payment Account.

How to open a shop on Etsy:

1. Payoneer registration: Create and verify a Payoneer account (data must match Etsy).
2. Shop creation: Select "Open your shop" on the Etsy website, specify Ukraine and USD as currency.
3. Shop name: Come up with a unique name (4–20 characters, no spaces or special characters).
4. Listing addition: Minimum 5 photos, title, description, price, shipping terms.
5. Etsy Payments connection: The shop becomes active after verification.

Commissions and taxation on Etsy:

• Marketplace commission: 6.5% of the transaction amount.
• Payment system commission: 3% to 6.5%.
• Fixed fee: $0.3 per transaction.
• Withdrawal of funds: 2% to Ukrainian cards.
• Item listing fee: $0.2 per item.
• VAT: 20% on all Etsy services.

On Etsy, you can sell as an individual, but it is worth considering taxation: 18% PIT + 5% military tax. FOP Group 2 or 3 may pay significantly less.

Advantages of Etsy:

• Low entry threshold and listing commission.
• Ability to sell unique items at a higher price due to a loyal audience.
• Referral programs for free item listings.

Challenges of Etsy:

• Very strict moderation, blocking of non-compliant items.
• Importance of quick response to buyer complaints to avoid blocking.
• High risk of design copying if there are no copyrights.

Marketplaces for Selling Digital Products

Modern e-commerce is not limited to physical goods. Digital products, educational courses, and online tools also have significant demand. Let's look at platforms focused on this segment.

SendPulse: A Comprehensive Platform for Marketing and Education

SendPulse is an integrated platform for marketing automation and selling digital products. It combines tools for email marketing, chatbots, CRM, and a landing page builder. Particularly valuable is its own online school, which allows launching educational projects.

Student information received through landing pages is automatically integrated into the CRM, enabling automated communication through various channels. In 2026, an AI assistant based on GPT-4 was added to the SendPulse ecosystem for generating texts and content, as well as DALL-E-3 integration for image creation.

The platform supports hryvnia payments and integration with Ukrainian payment services. The free plan allows creating one course for 200 students. Paid tariffs start from 1390 UAH per month.

Advantages of SendPulse:

• Ukrainian platform with hryvnia support and Ukrainian-language service.
• Comprehensive toolkit: courses, email marketing, chatbots, CRM, landing pages in one place.
• AI integration for content generation.
• Direct payment acceptance in chat or on the landing page.

Challenges of SendPulse:

• More suitable for digital products, less for physical goods.
• Analytics are inferior to highly specialized LMS platforms.
• Limited free plan.

Gumroad: For Digital Content Creators

Gumroad is a platform for individual creators and entrepreneurs who want to sell digital products (e-books, music, courses, templates, software) directly to their audience. Ukrainian authors have access to the service.

As of 2026, Gumroad's commission is 10% of sales plus $0.50 per transaction, which is a significant increase. Since 2025, the platform has also taken on sellers' tax obligations, collecting and remitting VAT and other international taxes.

To get to the Discover recommendation page, you must first make sales of $10 or more and then voluntarily increase the commission for the platform (minimum 30%).

Advantages of Gumroad:

• Simple start without technical knowledge.
• Platform handles international taxes.
• No subscription fee or product listing fee.
• Support for various digital product formats.

Challenges of Gumroad:

• High commission (10% + $0.50), one of the highest on the market.
• Need to independently generate traffic and attract an audience.
• Frequent changes in terms and complaints about account blocking.
• Position in the Discover catalog depends on additional payments.

Udemy: Global Educational Platform

Udemy is one of the largest online learning platforms, offering thousands of courses on various topics. It has a global audience of millions of students who are ready to purchase quality educational content.

Ukrainians can publish their courses, with a sales commission of 3% to 75%.

Advantages of Udemy:

• Million-strong student base, providing access to traffic without one's own audience.
• AI assistant available for students and instructors.
• Opportunity to participate in the Udemy for Business program for additional income.
• Low entry barrier for launching a course.

Challenges of Udemy:

• High commission (up to 63%) for courses found through the platform or its advertising.
• Constant discounts and promotions can devalue courses.
• High competition, making it difficult for new courses to stand out without ratings.

The Role of AI and Automation in Marketplace Sales

With increasing competition and rising online advertising costs, Ukrainian marketplaces are actively implementing artificial intelligence and automation. Over 50% of companies regularly use AI services, and another 31% plan to implement them. Let's look at key areas where automation brings the greatest benefits.

Product Description Generation

Tools based on GPT, Claude, and other neural networks allow for quick creation of text variations for product cards, SEO articles, email newsletters, and ad teasers. This is especially relevant for sellers with a large assortment: AI can generate hundreds of descriptions in hours that would take weeks of manual labor.

Our experts' caveat: AI-generated text is a draft. It needs to be edited, adapted to the brand's style, and checked for uniqueness to avoid generic language and negative reactions from marketplace algorithms.

Automated Customer Responses

AI-powered chatbots process inquiries and consult customers in real-time, which is critical for store ratings and conversions. They can answer up to 80% of typical queries (availability, delivery times, model comparisons) and transfer more complex requests to operators with full conversation context.

Dynamic Pricing

Platforms like Amazon actively use AI for dynamic pricing. In the Ukrainian market, tools such as Price Control or Priceva exist, which monitor competitor prices and automatically adjust offers according to set strategies (e.g., maintaining position, avoiding dumping). This allows businesses to react quickly to market changes.

Payment Acceptance and Fiscalization

Marketplace integration with payment systems and software RRO eliminates the need for manual receipt processing. For example, Rozetka supports integration with Checkbox, which ensures automatic generation and sending of fiscal receipts after order fulfillment. This is especially important given the tightening of fiscal control since August 2025.

Analytics and Demand Forecasting

AI-based marketing automation reduces time to market, minimizes human error, increases targeting accuracy, and optimizes advertising costs. Demand forecasting with AI helps avoid purchasing errors, accelerates decision-making, and reduces inventory storage costs.

How to Choose the Optimal Platform for Your Business

Choosing a marketplace is a strategic decision. Our experts recommend paying attention to the following factors:

Platform Audience

Determine who the primary users of the marketplace are. International platforms provide access to a global market but require readiness for additional logistics and listing costs. Ukrainian marketplaces are more beneficial for local businesses.

Entry Cost and Commissions

Carefully calculate all expenses: from subscription fees to sales commissions. For high-margin products, a commission model may be acceptable, while for low-margin goods, a fixed fee is preferable.

Level of Competition

Assess the competition in your niche. On large platforms, it will be high, requiring additional investment in promotion. In less saturated markets, even within Ukrainian marketplaces, it may be easier to stand out.

Functionality and Technical Support

The platform should have an intuitive interface, tools for managing orders and marketing campaigns, and prompt technical support.

Logistical Capabilities

Explore delivery and storage options. Many marketplaces, like Amazon and Rozetka, offer fulfillment services. Compare their cost with your own logistical capabilities.

Platform Reputation

Choose a marketplace with a proven reputation. Negative customer reviews about the platform can indirectly affect your brand.

Marketing Opportunities

Evaluate the availability of internal and external advertising, SEO promotion tools, and the ability to create personalized offers and discounts.

Mobile Device Support

Given that a significant portion of purchases are made from smartphones (about 78% of Ukrainians), choosing a platform with an adaptive design is mandatory.

Remember that there is no universal solution. Focus on the specifics of your product, target market, and business strategy. Use convenient marketing tools for comprehensive coverage, from API integration to social media communication.

Selling Platforms: Frequently Asked Questions (FAQ)

Can Ukrainians sell on Amazon and Etsy?

Yes. Amazon does not restrict registration for sellers from Ukraine, but requires proper account setup, bank details, and tax documents. On Etsy, since October 2023, Etsy Payments has been officially operating, allowing shops to be opened directly. Payments in both cases are received via Payoneer to Ukrainian cards.

Is fiscalization of sales on marketplaces mandatory?

Yes. Since August 2025, the use of RRO or software RRO (PRRO) for online sales is mandatory. The fine for the first violation is 100% of the product's value, and for each subsequent one – 150%. Most large marketplaces, such as Rozetka, support integration with PRRO services (e.g., Checkbox) for automatic fiscalization.

Which marketplace is best for selling handmade items?

Etsy is the optimal choice for artisan and handmade goods. Ukraine holds leading positions globally in terms of active shops and sales volume on this platform. Etsy's audience is willing to pay more for unique items, and competition from mass-produced goods is minimal.

Which Ukrainian marketplaces have the most traffic?

According to SimilarWeb (September 2025), PROM.ua is visited by 32.9 million users monthly, Epicentrk.ua – by about 14.5 million. Rozetka has about 45.4 million monthly visitors and is the undisputed leader in revenue.

Is it worth selling on several marketplaces simultaneously?

Yes, but with a caveat. Multi-channel presence increases reach, but each platform requires separate preparation. It is better to start with one or two marketplaces where the target audience is most concentrated, and scale up after logistics and operational processes are established. It is important to remember that a marketplace does not replace your own website, which provides independence and the opportunity to build a brand.

How can AI help with marketplace sales?

The most common applications include generating product descriptions, automated customer responses via chatbots, dynamic pricing based on competitor monitoring, automated sales fiscalization, and personalized product recommendations.