Top 12 E-Commerce Platforms Competing with Amazon in 2025

Amazon has been a big name in online shopping for a long time, but it’s not the only place where businesses can succeed. As a seller, it’s important to know why Amazon’s competitors are doing well and what makes them attractive to buyers and sellers. Whether you want to reach more customers or rely less on Amazon, these platforms could help your business grow.

In this article, we’ll take a look at 12 major competitors to Amazon. From big names like Walmart and eBay to newer platforms that are making a name for themselves, we’ll explore how they differ from Amazon and what you can learn from them as a seller.

Overview of Amazon

Amazon is one of the biggest online shopping websites in the world. It started in 1994 as a place to buy books, but over time, it began selling almost everything—like clothes, electronics, and even groceries. In 2024, Amazon had 180 million Prime members, and it made nearly $638 billion in revenue, which is much higher than $575 billion in 2023. By 2026, Amazon’s sales are expected to be over one trillion dollars.

Amazon also offers services like Prime Video for movies and shows, Amazon Web Services (AWS) for cloud computing, and Amazon Fresh for grocery delivery. These services help Amazon reach people in many different ways, making it a leader in online shopping.

12 Major Amazon E-commerce Competitors

Now, let’s take a look at 12 competitors to Amazon and see what makes them stand out in the world of online shopping.

1. Walmart

Walmart was founded in 1962 by Sam and James “Bud” Walton. It started as a small discount store in Arkansas and has grown into the biggest retailer in the world, with over 10,500 stores in 24 countries and a strong online business.

In 2009, Walmart launched Walmart Marketplace, where third-party sellers can list their products, competing with Amazon. In the fiscal year 2023, Walmart’s global net sales reached $642.6 billion, a 6% year-on-year increase.

What’s the difference between Walmart and Amazon?

• Amazon sells products it owns, but 60% of its sales come from third-party sellers. Walmart mainly sells its own products, and while it allows other sellers on Walmart Marketplace, there are fewer third-party sellers than on Amazon.
• Amazon sells almost everything. Walmart focuses more on everyday products like groceries, furniture, and household essentials.
• Both platforms charge referral fees between 8% and 15%. However, Amazon also charges sellers $39.99 per month for a professional account, while Walmart does not have a monthly fee.
• Anyone who meets Amazon’s rules can sign up to sell. Walmart, however, is more selective. To sell on Walmart, you need high-quality inventory, a U.S. business, and a history of good sales.

Walmart is better for U.S.-based sellers and well-known retail brands. There is less competition than on Amazon, no monthly fees, and ads are cheaper.

2. eBay

eBay stood out as Amazon’s main competitor. Founded in 1995, it grew from a simple online auction platform into one of the world’s leading e-commerce marketplaces. Second-hand goods, collectibles, and small businesses thrive on eBay. In 2023, it was one of the most downloaded shopping apps in North America, with over 9 million downloads.

What’s the difference between eBay and Amazon?

• eBay is primarily an auction-style marketplace where sellers can list products for bidding or set a fixed price. It focuses more on second-hand goods, though new products are also available. Amazon, on the other hand, is a retail-style marketplace where products are sold at fixed prices.
• eBay offers a wide range of items, especially collectibles and second-hand goods, often sold by individual sellers. In contrast, Amazon primarily sells new, mass-produced products.
• eBay charges two main types of selling fees: an insertion fee for creating a listing and a final value fee when an item is sold. Sellers get up to 250 free listings per month, and the final value fee typically ranges from 5% to 15%. Similarly, Amazon charges referral fees, which range from 8% to 15%.
• eBay is more open, allowing sellers to list almost any item as long as it follows platform policies. Amazon is stricter, requiring approval for certain product categories before they can be listed.

3. Online store (Shopify)

E-commerce platforms like Shopify and WooCommerce allow businesses to run their own independent stores without the rules of a marketplace. Sellers can easily set up and design their stores, selling almost any type of product (though Shopify does have some restrictions on certain products). They also have full control over things like pricing, customer experience, and marketing campaigns.

As of January 2025, Shopify is the largest e-commerce software brand in the U.S. market, with about 30% of websites using e-commerce technology built on Shopify. WooCommerce follows with 15%.

What’s the difference between Shopify and Amazon?

• Shopify is an e-commerce platform where businesses create their own stores, like renting a storefront. Sellers have full control over designing, listing, and pricing their products. However, they are responsible for driving traffic and promoting their products. On the other hand, Amazon is like setting up a stall in a marketplace with many customers already around. But you have to follow Amazon’s rules and guidelines.
• Shopify supports almost all types of products, and Amazon also offers a vast range of products across various categories.
• Shopify charges a monthly fee (the lowest is $25 per month), and if you don’t use Shopify Payments, you’ll also pay transaction fees. Amazon’s fee structure includes referral fees, subscription fees (for professional sellers), and logistics fees if using FBA (Fulfillment by Amazon).
• Shopify offers a lot of freedom for sellers. There are fewer restrictions on the types of products sold. In contrast, Amazon has more rules and restrictions on both the types of products and seller behavior. Serious violations can lead to account suspensions or store closures.

Shopify is ideal for sellers with strong marketing skills and the ability to drive traffic. Since Shopify doesn’t offer built-in traffic, you’ll need to bring in your own customers through ads or social media. If a seller wants full control over their brand and is ready to use advertising and social media to attract customers, Shopify is a great choice.

4. Aliexpress

AliExpress, launched in 2010 as part of Alibaba, is a global online marketplace that connects buyers directly with Chinese manufacturers. In 2024, Alibaba Group made about 130.35 billion dollars in revenue, with 8% of that coming from international e-commerce retail. AliExpress mainly attracts shoppers who are looking for low-cost, unbranded products.

What’s the difference between Aliexpress and Amazon?

• AliExpress mainly allows Chinese manufacturers and wholesalers to sell products directly to global consumers without middlemen. Amazon, on the other hand, sells both its own products and those of third-party sellers.
• AliExpress focuses on ultra-low-priced, unbranded or niche brand products, including electronic accessories, clothing, home goods, and more. It’s especially good for dropshipping sellers looking for product suppliers. Amazon, besides third-party sellers, also has a wide range of well-known brand products.
• Most of AliExpress’s products are shipped from China, so delivery times are longer, usually taking 2 to 4 weeks. (However, in recent years, they have started offering local warehousing in some regions.) On the other hand, Amazon delivers much faster, especially for Amazon Prime members, who can enjoy next-day or even same-day delivery.

Customers looking for cheap prices and who aren’t in a hurry for shipping might prefer AliExpress. For dropshippers, AliExpress is a great platform to source products. 

However, Sup Dropshipping can offer even more advantages. We provide not only high-quality, affordable products but also a more streamlined process, taking care of logistics, packaging, and shipping so that you can focus on growing your business. 

Recommended read: How to Purchase Products from Sup Dropshipping?

5. Etsy

Etsy was founded in 2005 by Robert Kalin, Chris Maguire, and Haim Schoppik. Its mission is to “keep commerce human.” The platform was created to meet the demand for handmade and unique products, encouraging creators to sell their items directly. Etsy also launched the Etsy community, which encourages communication and collaboration among creators.

In 2023, Etsy generated revenues of 2.7 billion dollars, up from 2.6 billion in the previous year. Today, Etsy is one of the leading online marketplaces globally, competing with Amazon and other e-commerce giants. Most of its products are sold by independent sellers.

What’s the difference between Etsy and Amazon?

• Etsy is a niche marketplace focused on handmade and customized products, where buyers typically seek unique or personalized items.
• Etsy charges a listing fee of $0.20 per item, a transaction fee of 6.5%, and a payment processing fee of about 3% + $0.25 (depending on the region). For Amazon, individual sellers are charged $0.99 per item, while professional sellers pay $39.99 per month. Referral fees range from 8% to 15%.
• Etsy mainly relies on Etsy SEO and on-site ads (Etsy Ads) to drive traffic. Additionally, social media platforms like Pinterest are crucial for handmade sellers. Amazon, with more competition, primarily uses PPC ads for promotion, meaning sellers need to invest more in advertising to increase sales.
• Etsy buyers are more focused on handcrafted items and unique designs, willing to wait for customized products, and are generally less sensitive to price. In contrast, Amazon buyers tend to prioritize price, brand, and delivery speed.

6. Temu

Temu, a Chinese version of Pinduoduo, was launched in the U.S. in September 2022. It quickly expanded to multiple countries including Europe, Australia, and Canada. Temu attracts a large number of global consumers through extremely low prices and free or low-cost shipping.

As of April 2024, the Temu website, temu.com, recorded a total of 503.3 million visits, with the number of monthly visits increasing significantly since February 2024.

What’s the difference between Temu and Amazon?

• Temu uses a direct factory-to-consumer model, connecting buyers directly with manufacturers and cutting out the middlemen.
• Temu mainly offers unbranded products, including categories like clothing, electronics, and beauty items.
• Temu is known for its extremely low prices, with many items costing just a few dollars. While Amazon does offer some low-priced items, its overall pricing tends to be higher, especially for branded products.
• Temu mainly attracts price-sensitive buyers, particularly those looking for cheap, unbranded products. Amazon appeals to a broader range of customers, from regular shoppers to brand-conscious consumers.

7. Target

Target is a big retail store chain in the U.S. that started in 1902. It sells products both in stores and online, offering stylish and affordable items. Many people see Target as a trendier version of Walmart because it focuses on well-designed but budget-friendly products.

Today, Target has nearly 2,000 stores across the U.S., making it the seventh-largest retailer in the country. As one of Amazon’s key competitors, Target has expanded its online shopping services rapidly in recent years, especially with options like in-store pickup and same-day delivery. In 2023, Target made about $107.41 billion in revenue.

What’s the difference between Target and Amazon?

• Target mainly focuses on in-store shopping but also has an online store. It sells many of its own brands, offering home goods, clothing, and daily essentials with good quality and stylish designs.
• On Amazon, anyone can sign up and start selling. But Target is different—its third-party marketplace, Target Plus, is invite-only. To sell on Target, businesses must have a physical store in the U.S., a reliable supply chain, and high-quality products.
• Target Plus takes a 5%-15% commission but does not charge a monthly fee. Amazon sellers pay 8%-15% in referral fees and $39.99 per month for a professional seller account.
• Most Target shoppers prefer buying in stores, though online shopping is growing. However, Target’s website gets much less traffic than Amazon’s. 

8. Shein

Shein was founded in 2012 in Nanjing, China, and has become the world’s largest fast-fashion e-commerce platform. Its main target audience is young women in the U.S. and Europe. In recent years, Shein quickly rose to fame through social media marketing (Instagram, TikTok) and influencer promotions, offering trendy clothing at affordable prices.

In 2023, Shein was the second most downloaded shopping app worldwide, with over 251 million downloads. Amazon’s app ranked just behind Shein.

While Shein mainly sells its own-brand products, it recently launched Shein Marketplace, allowing third-party sellers to list their products on the platform.

What’s the difference between Shein and Amazon?

• Shein focuses on fashion and accessories, directly connecting factories with consumers. It quickly designs and produces clothing based on fashion trends. 
• Shein specializes in fast fashion, mainly offering clothing, accessories, shoes, and bags, especially targeting young women.
• On Shein Marketplace, sellers don’t need to pay a monthly subscription fee, and referral fees are capped at 10% depending on the product category.
• Shein attracts price-conscious, fashion-forward young shoppers, while Amazon serves a broader audience across all age groups.

9. Best Buy

Best Buy was founded in 1966 by Richard M. Schulze and James Wheeler. Originally a small audio equipment store, it expanded into a major retailer of electronics and home appliances. In the 2000s, Best Buy expanded its business online, integrating e-commerce with physical stores to improve the shopping experience.

As of May 2024, Best Buy had 1,125 stores worldwide, a decrease from a decade ago. However, its online sales have grown, now accounting for nearly 20% of its total U.S. revenue. 

What’s the difference between Best Buy and Amazon?

• Best Buy focuses on physical stores combined with an online shopping platform, while Amazon operates entirely online. Unlike many Amazon competitors, which focus solely on price competition, Best Buy differentiates itself through value-added services like Geek Squad for installation, repairs, and tech support.
• Unlike Amazon’s wide variety of products, Best Buy specializes in electronics and appliances, such as TVs, smartphones, computers, and home appliances.
• Best Buy’s prices are generally higher than Amazon’s, especially for TVs and computers, but it emphasizes value-added services rather than just low prices.
• Best Buy offers in-store pickup and local delivery. While it does provide some international shipping options, it’s less convenient for global customers compared to Amazon.

10. OTTO

OTTO is a retail company based in Germany, founded in 1949 by Werner Otto. It started as a mail-order company that sold shoes. Over time, OTTO grew into a multi-category retail platform and is now one of the largest online retailers in Germany. In the 2023/24 financial year, OTTO generated 4.2 billion euros in e-commerce revenue.

What’s the difference between OTTO and Amazon?

• OTTO mainly focuses on the German and European markets and operates with a retail + platform model. OTTO sells its own products and allows brands and some third-party sellers to join, but there are strict requirements, and third-party sellers need an invitation to open a store.
• Amazon sells products in various categories, while OTTO focuses more on home goods, fashion, electronics, and appliances, positioning itself as more mid-to-high-end compared to Amazon.
• OTTO charges a basic fee of 39.90 euros per month, and most product categories have a commission rate between 12% and 15%.
• OTTO’s logistics and delivery cover Germany and parts of Europe but does not have a global warehousing network like Amazon’s FBA.

11. TikTok Shop

TikTok Shop is an e-commerce platform launched by TikTok in 2021. In just a few years, it has continued to expand and In 2024, It became the fastest-growing e-commerce platform during the holiday season in the U.S., with a 200% year-over-year increase in sales.

As one of the newest Amazon competitors, TikTok Shop takes a different approach by integrating e-commerce with short-form videos and live shopping. Merchants can sell products directly on TikTok. Users can browse short videos, live streams, or the marketplace and make purchases without having to leave the app.

What’s the difference between TikTok Shop and Amazon?

• TikTok Shop’s traffic comes from its recommendation algorithm. When a video goes viral, sales increase, making it great for influencers to promote products. Amazon’s traffic, on the other hand, comes from keyword searches. Sellers need to rank high in search results to get orders, relying on ads and SEO.
• The commission rate for most product categories on TikTok Shop is 5-8%, which is lower than Amazon’s.
• Some products use official logistics (TikTok Logistics), with local warehouses in certain areas. However, most items are shipped by the sellers themselves, which means delivery times can be slower.
• Buyers on TikTok Shop are often attracted by low-priced products and visually striking short videos, making it easy for them to make a purchase. On Amazon, buyers typically search for items before making a purchase.

12. Flipkart

Flipkart is one of the largest e-commerce platforms in India, founded in 2007. It started by selling books online, and later expanded into electronics, fashion, home goods, everyday items, and more. In 2018, Walmart acquired a 77% stake in Flipkart, which helped boost its growth. In 2023, Flipkart’s revenue reached over 560 billion Indian rupees, with a 9% increase compared to the previous year.

What’s the difference between Flipkart and Amazon?

• Flipkart mainly focuses on brand owners and third-party sellers, though it also sells its own products. However, Amazon sells a higher percentage of its own products compared to Flipkart.
• Flipkart is mainly targeted at Indian consumers, especially price-sensitive customers. It is especially popular in categories like smartphones, electronics, and fashion products.
• Flipkart’s commission fee for sellers varies by product category, typically ranging from 5% to 25%.

How Small Businesses Compete With Amazon (Even If You Sell There)

We’ve already covered 12 major Amazon competitors, like Target, Best Buy, and Flipkart, and explored what sets them apart. But if you’re a small business owner, how can you compete with Amazon (or its major competitors) and still stand out, even if you’re selling on Amazon itself?

Selling on Amazon comes with challenges—you’re up against Amazon itself, as well as thousands of other sellers. However, small businesses still have ways to level the playing field. Here’s how:

1. Leverage Niche Products

As we’ve seen with Amazon competitors like Shein and Flipkart, focusing on specific niches can help you stand out. Instead of competing on broad product categories like electronics or fashion, find a niche market. Whether it’s eco-friendly products or unique home decor, offering specialized items can help you attract customers who prefer something different from what Amazon or major retailers offer.

2. Offer Exceptional Customer Service

While Amazon is known for customer service, small businesses can build stronger relationships by offering personalized support. As seen with Target, where service value and in-store experience set them apart, small businesses can shine by responding quickly to customer inquiries, offering personalized recommendations, and maintaining a human touch that Amazon can’t replicate.

3. Create a Strong Brand Identity

Unlike the vast product variety on Amazon, small businesses can excel by building a recognizable brand identity. Amazon competitors such as Shein and OTTO leverage social media and influencer marketing to create strong brand loyalty. Similarly, you can craft your own story and use social platforms to engage with customers, fostering deeper connections than what you might achieve solely through Amazon.

4. Use Social Media Marketing

As seen with TikTok Shops and Instagram-driven brands, social media is a powerful tool for small businesses. TikTok Shop, for example, is now the fastest-growing e-commerce platform with its 200% year-over-year increase in sales. By showcasing your products on social media, you can attract a younger, trend-savvy audience that’s more likely to make impulse buys than those browsing on Amazon.

5. Focus on Quality and Differentiation

Small businesses can stand out by emphasizing quality. Brands like Best Buy differentiate themselves by offering top-notch electronics with value-added services. Similarly, by offering high-quality products or unique features, you can attract buyers who are willing to pay for something that stands out from Amazon’s mass-market options.

Final Thoughts about Amazon Competitors

The 12 platforms we explored each offer unique opportunities to grow your business and reach new customers. Whether you’re looking to expand beyond Amazon or tap into new markets, these competitors provide valuable alternatives. By considering these options, you can find the best fit for your business and increase your chances of success.

Want an easier way to source and sell products across multiple platforms? Sup Dropshipping helps you find reliable suppliers, automate fulfillment, and scale your businesses hassle-free. Contact us and get started today!