For years, Amazon has dominated the eCommerce world. It’s the first place most shoppers go when they’re ready to buy — and for a long time, it’s been the only marketplace many sellers needed. But as fees rise, competition increases, and policies tighten, more sellers are starting to ask a fair question: is there life beyond Amazon?
The answer is absolutely yes. In fact, 2025 is shaping up to be the year sellers finally start spreading their wings.
I’ve been seeing more and more brands diversifying their sales strategy — not abandoning Amazon completely, but creating a healthier mix that balances reach, control, and profitability.
In this blog, I’ll walk through the best Amazon alternatives to consider this year, how they compare, and why multi-channel selling could be the smartest move you make in 2025.
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The Negatives of Selling on Amazon
Let’s be honest — Amazon has opened doors for countless businesses. It gives sellers instant access to millions of buyers, a ready-made fulfilment network, and a level of convenience that’s hard to match. But that convenience comes at a cost, and it’s one that’s becoming harder to ignore.
Here are a few of the biggest drawbacks sellers face on Amazon today:
1. Rising Fees
Between referral fees, fulfilment charges, storage costs, and returns handling, Amazon’s fees can quickly eat into your profits. The more services you use, the smaller your margin becomes — especially for low to mid-priced products.
To put it into perspective, let’s say you’re selling a product for £20.
– Amazon typically takes a 15% referral fee (£3).
– Add an FBA fulfilment fee of around £3.50–£4.00 depending on weight and size.
– Then factor in storage costs, packaging, and possible returns — easily another £1–£2 per unit.
By the time the sale is complete, you could be left with £11–£12 from a £20 sale, and that’s before even considering your product cost or marketing spend.
When you compare that to other marketplaces like eBay or OnBuy — where selling fees can sit closer to 5–9% and fulfilment options are more flexible — the difference in profit margin becomes clear.
If you’ve ever felt like your FBA earnings don’t quite match your sales, you’re not imagining it. Our guide on Amazon FBA fees breaks down exactly where these hidden costs appear and how quickly they add up.
2. Lack of Brand Control
When you sell on Amazon, your products sit alongside hundreds of similar listings, and your branding takes a back seat. Your store looks and feels just like everyone else’s, and customers are often more loyal to Amazon than to you. That makes it difficult to build a distinct identity or any lasting connection with your buyers.
3. Policy Changes and Unpredictability
Amazon’s rules can change overnight — and they often do. Whether it’s new product restrictions, account suspensions, or shifting performance metrics, sellers are always one update away from losing visibility or even having listings removed. You’re essentially at the mercy of Amazon’s algorithms and policies, with little recourse if something goes wrong.
4. Competing Against Amazon Itself
One of the biggest frustrations for sellers is that Amazon isn’t just the marketplace — it’s also your competitor. The platform collects sales data, spots best-sellers, and often introduces its own “Amazon Basics” versions of popular products. Competing against the company hosting your listings is hardly a level playing field.
5. Limited Customer Relationship
Amazon keeps tight control over customer data. You can’t freely communicate with buyers or use their details for marketing beyond the platform. That means you’re missing out on valuable customer insights, retention strategies, and the opportunity to grow your audience independently.
So, What’s the Alternative?
For many sellers, these challenges have reached a tipping point. Between rising fees, shrinking margins, and limited control, sticking exclusively with Amazon just isn’t sustainable anymore. That’s why more businesses are starting to branch out — exploring other marketplaces that offer lower costs, more flexibility, and the chance to actually build a brand rather than just maintain a listing.
Amazon will probably always be part of your eCommerce mix — it’s simply too big to ignore — but relying on it as your only sales channel leaves your business exposed. Selling elsewhere gives you balance, better margins, and a level of independence that’s hard to achieve inside Amazon’s system.
So, where should you go next? Let’s look at why exploring other platforms could be the smartest move you make this year.
Why It’s Time to Look Beyond Amazon
Amazon can still be a brilliant sales channel, but depending solely on it is a risk most sellers can’t afford to take anymore. When one company controls your visibility, customer communication, and fulfilment model, it limits how much you can actually grow on your own terms.
By diversifying, you spread that risk. Selling on other marketplaces — or combining Amazon with your own store — allows you to manage pricing, branding, and customer relationships without constantly reacting to someone else’s rules.
It’s not just about avoiding fees either; it’s about opportunity. Each marketplace attracts different audiences, suits different product types, and rewards sellers in different ways. Some offer lower selling fees, some allow full brand control, and others help you reach new demographics you’ll never find on Amazon.
If you’ve been feeling the pinch of Amazon’s costs or the frustration of its restrictions, now’s the perfect time to test other options.
So, where else should you be selling in 2025? Let’s look at the strongest Amazon alternatives right now.
1. eBay – The Trusted Classic
eBay has stood the test of time for a reason. It remains one of the most established alternatives to Amazon, particularly in the UK. Millions of customers browse daily, and it offers a level of freedom that Amazon doesn’t.
Unlike Amazon, you’re not fighting for the “Buy Box”. You can brand your listings, build a custom storefront, and engage directly with your customers. eBay also allows more flexibility with product types — from new and refurbished to clearance and custom bundles.
The fees are often lower too, and customers tend to know they’re buying directly from a business, not a faceless seller in a sea of listings. That transparency goes a long way in building loyalty.
And when it comes to dispatching orders, having reliable fulfilment in place makes all the difference. Our eBay fulfilment services are designed to help sellers handle order volumes efficiently, keeping shipping times fast and customers happy without the chaos of manual processing.
If you’re looking to maintain visibility while stepping away from Amazon’s restrictions, eBay is an excellent first move.
2. Shopify – Owning Your Storefront
If you’re serious about building a brand, selling on Shopify should be high on your list. It gives you something Amazon never can — total control. You own your website, your data, your customer relationships, and your brand story.
With Shopify, you’re free from marketplace algorithms and competing listings. You can design your store however you like, choose how you communicate with customers, and run promotions that align with your goals rather than platform policies.
Of course, that control means taking on a bit more responsibility. You’ll need to generate traffic through social media, ads, or SEO, and you’ll also need to handle order fulfilment.
That’s where integration makes life easier. Our Shopify order fulfilment connects directly with your store, meaning orders automatically sync with our system. From there, we pick, pack, and dispatch everything on your behalf — so you can focus on marketing and growth while maintaining that professional, brand-owned experience.
For sellers wanting independence without sacrificing efficiency, Shopify strikes a great balance.
3. TikTok Shop – The Rise of Social Commerce
If you’ve spent any time on TikTok lately, you’ll know just how much it’s changed how people discover and buy products. TikTok Shop has quickly become one of the fastest-growing eCommerce channels in the UK, giving brands a new, highly visual way to connect with shoppers.
The appeal is simple: attention turns directly into sales. When a customer sees your product in a video, they can purchase it instantly without leaving the app. For lifestyle products, beauty, tech accessories, and impulse buys, it’s a game-changer.
That said, success on TikTok requires authenticity. Users are quick to scroll past anything too polished or sales-driven. If your content feels genuine and aligns with your brand voice, TikTok can generate huge traffic and engagement.
Fast delivery is crucial here. Social commerce buyers expect Amazon-level fulfilment speeds, so having a reliable logistics setup is essential. Our TikTok Shop fulfilment solutions ensure orders are packed and shipped quickly, helping you maintain momentum and customer trust as your videos gain traction.
4. OnBuy – The British Challenger
If you’re looking for a homegrown alternative, OnBuy is one of the strongest options. It’s a UK-based marketplace that positions itself as fair and transparent — a refreshing contrast to Amazon’s increasingly complex ecosystem.
The platform doesn’t sell its own products, so you never have to compete against the marketplace itself. That alone is a huge advantage. Sellers also benefit from lower fees (often around 5–9%), straightforward policies, and growing customer awareness in the UK.
OnBuy’s seller-first approach makes it especially appealing for smaller and mid-sized brands that want to scale without getting lost in Amazon’s volume-driven model.
Traffic may still be smaller than Amazon or eBay, but that can work in your favour. Less competition means higher visibility for your listings and, often, better conversion rates.
If your goal is to stay within the UK market but move away from Amazon’s heavy restrictions, OnBuy is worth serious consideration.
5. WooCommerce – WordPress with E-Commerce Power
WooCommerce is another fantastic route for sellers who want more control, especially if your website already runs on WordPress. It’s open-source, flexible, and gives you the freedom to build your store exactly how you want.
It’s also cost-effective — there’s no platform subscription, just hosting and the extensions you choose to use. That makes it perfect for smaller businesses who want professional control without Shopify’s monthly fees.
You can design your store, manage customer relationships directly, and retain ownership of all your data — no third-party interference.
Plus, integrating WooCommerce order fulfilment into your system keeps operations simple. Orders can be processed and dispatched automatically, giving you the same level of fulfilment speed you’d expect from Amazon, but without the dependency.
If you already use WordPress and want to keep things in your own hands, WooCommerce is one of the best options available.
6. Etsy – Ideal for Creative and Niche Brands
Etsy continues to thrive because it focuses on creativity, authenticity, and craftsmanship — three things that are often lost on bigger marketplaces.
It’s the go-to platform for handmade goods, personalised gifts, and niche products that don’t quite fit the mass-market mould. Even small-scale manufacturers and print-on-demand businesses are finding success there.
Etsy’s audience tends to value story and quality over low prices, which can make it an excellent choice for businesses wanting to build long-term customer loyalty.
And while fees have crept up over the years, they’re still manageable — especially given the platform’s engaged audience and repeat-purchase potential.
If your products have a story behind them, Etsy’s community-style marketplace might be one of the most rewarding places to sell in 2025.
7. TikTok, Instagram, and Facebook Shops – Selling Through Content
Beyond TikTok Shop itself, Meta’s social platforms have stepped up their eCommerce capabilities. Instagram and Facebook Shops now let users browse, save, and buy products directly through your profiles, turning your content into a storefront.
Your feed becomes the shopping experience — posts, Reels, and stories all guide customers toward checkout. It’s an ideal setup for brands with strong visual appeal, lifestyle products, or a loyal social following.
The key challenge is logistics. Orders might come in from multiple platforms at once, so you need a system that keeps everything centralised. That’s where multi-channel fulfilment integrations come in — syncing all your sales channels into one workflow so your stock, orders, and returns stay perfectly aligned.
If you’ve already invested in growing your social audience, expanding into social commerce is one of the most natural — and profitable — next steps.
8. Niche Marketplaces – Smaller, But More Targeted
Not every product belongs on Amazon. In fact, some perform far better on niche marketplaces that attract more specific audiences.
Platforms like Not On The High Street, Wayfair, and ASOS Marketplace focus on categories like home décor, gifts, or fashion. These sites may not have Amazon’s traffic, but they deliver quality engagement — customers who actually browse with intention.
For sellers with unique products, smaller marketplaces often mean fewer competitors, more brand freedom, and better presentation. You can showcase your products in curated spaces where they actually stand out rather than being buried under hundreds of identical listings.
The trade-off is reach, but for the right product, niche marketplaces can be extremely profitable and build long-term brand awareness.
How PackPro Can Help with Fulfilment for Marketplaces
Whichever platforms you choose to sell on — whether that’s Amazon, eBay, Shopify, TikTok Shop, or WooCommerce — one thing stays the same: you need fulfilment that keeps up.
That’s where PackPro comes in.
At PackPro, we’re a 3PL Partner with sellers across every major marketplace, managing storage, picking, packing, and delivery from one central system. With our integrations, orders flow automatically from your sales channels into our warehouse — meaning no manual uploads, no overselling, and no juggling between platforms.
If you’re still selling on Amazon, our Amazon Fulfilment Services cover every fulfilment route — including Fulfilled by Amazon (FBA), Fulfilled by Merchant (FBM), and Seller Fulfilled Prime (SFP) — so your business can stay flexible without getting caught up in unnecessary costs or restrictions.
For sellers expanding onto other platforms, we also handle Shopify, WooCommerce, eBay, and TikTok Shop fulfilment, ensuring every order is dispatched accurately and on time, no matter where it comes from.
Our goal is simple: to give you the freedom to grow your business across multiple marketplaces while we take care of everything behind the scenes.
Final Thoughts
Amazon still dominates global eCommerce, but it’s no longer the only option — and for sellers in 2025, that’s a good thing.
From eBay and OnBuy to Shopify, WooCommerce, and TikTok Shop, sellers finally have the freedom to reach new audiences without being tied to a single platform. Whether you’re experimenting with social commerce or exploring niche marketplaces, diversification is no longer a nice-to-have — it’s essential.
The sellers who’ll thrive this year are those who take control of their channels, build their brand across platforms, and choose fulfilment solutions that can grow with them.
Amazon might still be where you started, but it doesn’t have to define where you go next.
FAQs - Amazon Alternatives 2025
What’s the best alternative to Amazon for UK sellers?
There’s no single “best” alternative — it depends on what you sell. For general retail, eBay and OnBuy remain the strongest marketplaces. If you want full control of your brand, Shopify or WooCommerce are better options. And for lifestyle or impulse-buy products, TikTok Shop and Instagram Shops are quickly becoming powerful sales channels.
Are Amazon alternatives cheaper to sell on?
In most cases, yes. Amazon’s referral fees typically sit around 15%, plus FBA fulfilment, storage, and returns fees on top. Platforms like eBay and OnBuy often charge closer to 5–9%, and running your own site through Shopify or WooCommerce gives you more control over costs. The savings can add up fast — especially for products with tighter margins.
Should I stop selling on Amazon completely?
Not necessarily. Amazon still drives massive visibility and trust, but it shouldn’t be your only channel. A smart approach is to keep selling on Amazon while expanding into one or two other platforms. This way, you protect your income, reach different audiences, and reduce your dependency on one marketplace.
Which platform is best for building a brand?
If branding is your priority, Shopify and WooCommerce are your best bets. They give you full creative control — from design and customer communication to packaging and post-purchase experience. On marketplaces like Amazon, your brand often takes a back seat, as buyers identify more with the platform than the seller.
How does fulfilment work across multiple sales channels?
Multi-channel selling doesn’t have to mean juggling multiple systems. With the right setup, orders from Amazon, eBay, Shopify, and TikTok can all be managed through a single warehouse. Using multi-channel fulfilment integrations ensures your stock levels, orders, and returns stay in sync — no matter where the sale comes from.
What’s the difference between FBA, FBM, and SFP?
All three are part of Amazon’s fulfilment ecosystem:
FBA (Fulfilled by Amazon): Amazon stores and ships your products for you — convenient, but costly.
FBM (Fulfilled by Merchant): You handle fulfilment yourself or through a 3PL, keeping more control and margin.
SFP (Seller Fulfilled Prime): You ship from your own warehouse (or 3PL) but still meet Amazon’s Prime delivery standards.
You can learn more about each on our Amazon Fulfilment Services page.
Is it hard to switch from Amazon to other marketplaces?
It’s easier than you might think. Most major marketplaces let you import product data directly from Amazon or connect through multi-channel software. The key is ensuring your fulfilment partner can handle all your orders in one place — so switching platforms doesn’t mean doubling your workload.
Which marketplace is best for small businesses?
For smaller or growing brands, OnBuy, eBay, and Etsy are great places to start. They have lower fees, strong UK audiences, and fewer entry barriers than Amazon. Once your volume grows, adding Shopify or TikTok Shop can help you expand while keeping your costs predictable.
Can I use one fulfilment partner for all my channels?
Yes — and it’s one of the biggest advantages of working with a 3PL. At PackPro, we integrate with Amazon, eBay, Shopify, WooCommerce, and TikTok, so all your stock and orders flow through one system. You don’t need multiple warehouses or separate shipping accounts — everything stays connected.