Expanding your e-commerce store: How to list products across marketplaces

Online marketplaces connect businesses to millions of global buyers, establishing themselves as a key sales channel for local e-commerce brands. However, the process of managing product listings on multiple marketplaces can quickly become time-consuming and complex, potentially hindering growth.

This guide will equip Malaysian sellers with strategies to streamline product listings, exploring how to sell on marketplaces effectively, and the importance of partnering with reliable delivery services like DHL Express for seamless logistics.

Why sell on multiple marketplaces?

Expanding beyond a single online sales channel offers significant advantages for Malaysian e-commerce businesses looking to grow their reach and resilience. By strategically listing products on marketplaces, local sellers can:

Expand their customer base

Naturally, selling on multiple platforms increases overall visibility and attracts diverse audiences that may frequent different online marketplaces. For example, eBay often attracts bargain hunters and individuals seeking unique or pre-owned items, while Etsy caters specifically to lovers of niche, handmade, and vintage products. By having a presence on both, a Malaysian seller of handcrafted goods can reach both a broad audience and a highly targeted niche.

Diversify revenue streams

Operating across more than one marketplace minimizes business risk — if one platform experiences a downturn or underperforms for any reason, another can compensate for the dip in sales, ensuring a more stable overall revenue stream. Additionally, seasonal and trend-based sales can fluctuate significantly across different platforms and regions. This helps to further diversify your sales channels and ensure more consistent revenue throughout the year.

Leverage marketplace benefits

Established e-commerce marketplaces offer built-in traffic and trust that sellers can utilize to their advantage. These platforms handle payment processing, implement marketing initiatives, and often provide buyer protection, which can increase consumer confidence in purchasing from new sellers.

For example, Amazon FBA (Fulfillment by Amazon) and the eBay Global Shipping Program simplify international logistics for sellers, handling warehousing, packing, and delivery, which frees up sellers to focus on other aspects of their business.

Best marketplaces to sell online for Malaysian sellers

Here are several e-commerce marketplace platforms that local sellers can explore to expand their reach, catering to both broad and niche audiences. Determining the best marketplace to sell online depends on your specific products and target audience, and this list of online marketplaces to sell on provides a starting point:

General marketplaces (best for high-volume selling)

Amazon

Perhaps the most obvious place to start, Amazon is one of the largest e-commerce retailers by revenue in the world. But what can selling on Jeff Bezos's behemoth do for a Malaysian business?

Pros

• Selling on Amazon means reaching millions of people. According to the latest reports, Amazon has over 310 million users worldwide¹.
• 52% of Amazon shoppers are more likely to purchase an unfamiliar brand, increasing the opportunity for new customer acquisition¹.
• Daily sales on the platform average a staggering US$1.29 billion, indicating the immense purchasing power of its user base¹.
• Amazon Marketplace is relatively easy to set up, and its Fulfilment By Amazon service will handle inventory and delivery for you, including international shipping.

Cons

• Having an Amazon store is highly competitive — Amazon has 9.7 million sellers worldwide, out of which approximately 2 million sellers are actively promoting their products and services². To cut through, your product will need a unique selling point (USP), or you may need to reduce your prices.
• In addition, further competition comes from Amazon itself, which sells its own products on the site.
• For businesses selling low-margin products, Amazon’s relatively high referral fees, averaging around 15%, will quickly eat into profits.
• Amazon Marketplace Partners are responsible for handling customer service issues themselves, so if you’re not in the position to resolve complaints quickly, your seller rating (and in turn, your sales) will suffer.

eBay

Browsing on eBay these days, it’s hard to believe that in its early years, it was primarily an auction site that allowed users to bid on products. Nowadays, the site has more ‘buy it now’ items for sale. Aside from Malaysia, eBay now operates in over 190 markets around the world, with a reported 13⁴ million active buyers worldwide³. 

Pros

• eBay’s global reach and trusted name mean many customers start their product searches there, putting products on the site in a better position to be found than independent e-commerce websites.
• 94% of sellers see a strong connection between eBay and their success⁴.
• Sellers receive a certain number of free listings each month.
• eBay is reported to have an 83.33% customer retention rate³, indicating a loyal user base.
• If you do choose to sell via the auction format, this can drive up your final sale price.

Cons

• eBay prioritizes sellers who can ship their items in 24 business hours or less — if they don’t, then their listings will have less visibility in the search results.
• In the US, if a seller’s eBay account doesn’t meet or exceed the minimum performance standards, the platform charges them additional fees when an item is sold.
• The platform offers upgrades to listings, such as a larger gallery for photos, bold listings, and themed layouts — all of which cost extra and can quickly add up.

Lazada & Shopee

Ideal for further Southeast Asia e-commerce expansion, Shopee and Lazada are top marketplaces to sell online within the Southeast Asian online marketplace. Both platforms provide an extensive selection of items and easy online shopping experiences.

Pros

• Shopee boasted an impressive 295 million users in 2023⁵, solidifying its position as one of the most popular e-commerce apps worldwide in terms of active user base.
• Lazada reported a substantial 160 million monthly active users in 2023⁶, highlighting its significant reach within the Southeast Asian market.
• Both offer a remarkably wide variety of products, attracting users who visit these sites with diverse shopping needs and preferences, looking for a multitude of different items.

Cons

• Lazada Marketplace and LazMall charge Malaysian sellers commission fees based on product categories. These fees can range from 3% to 15%⁷, which can impact overall profit margins, especially for lower-priced items.
• Shopee also has a commission fee structure that varies based on the type of products being sold, and these fees can range from 4% up to 13% for certain categories⁸.

Niche marketplaces (for targeted audiences)

Etsy

A more specialized e-commerce platform, Etsy is the leading marketplace for selling handmade and vintage items. It is regarded as the go-to website for unique and personalized gifts.

Pros

• Setting up a store is easy, and there are dedicated seller handbooks and community forums for extra support.
• The site has a marketing tool, Etsy Ads, to help sellers run advertising campaigns, with useful analytics and SEO support to attract more customers.
• The mobile app makes it easy to communicate with customers and answer their questions on the go.
• In 2023, the number of Etsy’s active sellers surpassed 9 million, attracting over 96 million active buyers globally9.

Cons

• Due to its popularity, the marketplace is pretty saturated. Even if you think you’re selling something unique, chances are there will be many similar products for sale. You’ll have to be creative to stand out!
• Etsy charges a transaction fee of 6.5% on the total sale price (including shipping)¹⁰, which can significantly impact your profit margins. Therefore, it's crucial to carefully factor these fees into your pricing strategy to maintain profitability while still being attractive to buyers.

Alibaba / Tmall Global

As the largest e-commerce platform in China, you’ve probably heard of Alibaba, a B2B business connecting wholesale exporters in China with countries around the world. But if you’re looking to sell to customers on a smaller scale, then Alibaba’s dedicated B2C platform, Tmall Global, is what you need.

Pros

• In 2023, Tmall boasted an impressive 877 million monthly active users and 380 million daily active users¹¹, representing a massive potential customer base for Malaysian businesses.
• Unlike its sister site, Tmall.com, Tmall Global is specifically set up for foreign brands — you don’t have to have a physical entity in China or a Chinese business license to sell on the platform, and you can accept payment in your local currency.
• A significant 80% of foreign brands choose to utilize Tmall Global as their primary entry point into the expansive China market¹², providing assurance and a well-established pathway for international expansion.

Cons

• Alibaba's Tmall Global prioritizes medium to large businesses: a seller’s annual sales must be more than US$10 million, which prices out many SMEs.
• The seller must have locations to handle returns on the mainland of China.
• Though Tmall Global’s sales commission fee is relatively low, typically between 2-5%¹³, the service fees can be steep and only redeemed if the seller hits certain sales targets.
• Before you even begin trading, you must provide a security deposit of between US$8,000 to $25,000¹³, so the cost of entry to this market is high.
• Annual fees also range from US$5,000 to $10,000¹⁴, so you need to factor this substantial recurring cost into your financial planning as well.

Zalora

Focusing primarily on fashion and beauty products within the Asian market, Zalora is a prominent, large-scale, fashion-focused e-commerce marketplace.

Pros

• Malaysian sellers can benefit from Zalora's established trust and strong credibility within the Asian fashion and beauty e-commerce industry.
• The platform boasts a large and engaged customer base, attracting over 59 million monthly visits to its site¹⁵.
• Zalora provides sellers with comprehensive marketing and promotional support to enhance product visibility and drive sales.

Cons

• Zalora operates within a relatively limited niche (fashion and beauty), which may not be advantageous for sellers in other product categories, and the platform hosts numerous established brands, potentially making it difficult for newer or smaller brands to stand out.
• With a significant 76% of its customer base being female¹⁵, sellers need to carefully analyze their target customers and product categories before choosing this marketplace to ensure alignment with Zalora’s primary demographic.

Challenges of manual listing management

Managing product listings across multiple online marketplaces to sell items manually presents several significant challenges for Malaysian sellers who want to sell on multiple marketplaces.

• Time-consuming: The process of manually uploading, meticulously updating, and consistently synchronizing product listings across various e-commerce platforms demands a significant investment of time and effort.
• Risk of stock mismatches: Without automated synchronization, manually tracking inventory levels across multiple sales channels significantly increases the risk of overselling products that are out of stock or, conversely, experiencing stockouts on popular items due to inaccurate inventory counts.
• Difficult to track performance: Manually compiling and analyzing sales data and key performance indicators (KPIs) across different marketplaces is a cumbersome process, making it challenging to gain a holistic view of overall business performance and identify areas for optimization.

Best tools for multi-marketplace listing automation

Utilizing listing automation software can efficiently update inventory levels, pricing strategies, and product descriptions simultaneously across all your connected marketplaces. These tools are essential for Malaysian sellers looking at how to sell on marketplaces efficiently and effectively list on multiple marketplaces.

• Sellbrite: Effectively syncs inventory and product listings across major platforms such as Amazon, eBay, Walmart, and Etsy, streamlining multichannel management.
• Linnworks: Offers comprehensive automation for orders, shipping processes, and real-time inventory updates across numerous marketplaces.
• ChannelAdvisor: A robust platform best suited for large-scale e-commerce operations, offering AI-driven optimizations for listings and advertising campaigns.
• Shopify Multichannel Selling: Provides a centralized dashboard for sellers using Shopify, enabling seamless integration with Amazon, eBay, and Facebook Shops.

Optimizing product listings for maximum sales

Beyond simply listing products on marketplaces, optimizing those listings is crucial for maximizing visibility and driving conversions across different platforms. Understanding how to sell on marketplaces involves more than just listing; it requires strategic optimization by:

Writing high-conversion product descriptions

Crafting compelling product descriptions is essential for turning browsers into buyers. You should use relevant SEO keywords to improve visibility in marketplace search results. You should also highlight key benefits, focusing on how the product solves a problem or fulfils a need for the customer. Lastly, remember to keep the descriptions scannable by using bullet points to clearly present key features and advantages.

High-quality images & videos

Visual appeal is paramount in online shopping. You should use multiple angles and lifestyle shots to showcase your products effectively. You can even consider adding demo videos to boost conversions or even leverage influencer-created video content if available. It’s also important to ensure all images and videos adhere to each marketplace’s specific image guidelines (e.g., Amazon often requires a pure white background for primary product images).

Pricing & competitor research

It may be helpful to implement dynamic pricing tools like RepricerExpress to automatically adjust your prices and stay competitive within the fast-paced e-commerce marketplace. You should also regularly conduct thorough competitor research to understand pricing trends and identify opportunities for differentiation. You can also run strategic promotions via marketplace-specific tools like Amazon Lightning Deals, eBay Promotions Manager, and Shopee Flash Sales to drive sales volume.

Managing inventory & shipping efficiently

Efficient inventory management and reliable shipping are critical for maintaining customer satisfaction and operational efficiency when selling on multiple e-commerce marketplaces. Here's how to achieve this effectively:

Centralized inventory management

Failure to maintain accurate inventory can lead to negative customer reviews, order cancellations, and damage to your seller's reputation. Hence, you should track your stock levels in real-time across all your active marketplaces to prevent overselling and costly stock discrepancies. You can implement automation tools like TradeGecko or Zoho Inventory to streamline this process. 

Fast & reliable shipping options

It's best to offer a range of fast shipping options, such as same-day or express delivery, to increase cart conversions and meet customer expectations for timely worldwide shipping. You can also adopt a multi-warehouse strategy to strategically reduce last-mile delivery times and costs if your sales volume justifies it. If you utilize platforms like Amazon or eBay, explore their fulfilment services like Amazon FBA and the eBay Global Shipping Program for automated fulfilment solutions.

Partnering with trusted international logistics providers like DHL Express is crucial for ensuring fast and reliable international shipping with real-time tracking capabilities. This can be a significant advantage when expanding your reach from Malaysia to global marketplaces, providing customers with transparency and peace of mind regarding their orders. Consider using DHL Express for efficient and dependable delivery service.

Maximizing sales through advertising & promotions

Aside from choosing the right e-commerce marketplaces and optimizing your listings, a well-executed advertising and promotional strategy is vital for maximizing sales and increasing brand visibility. Here are some key tactics:

Sponsored Ads & PPC Campaigns

Run targeted sponsored ad campaigns on platforms like Amazon (Amazon Sponsored Products) and Shopee (Shopee Ads) to achieve better product ranking and visibility within search results. You can also utilize eBay Promoted Listings to boost the exposure of your listings to relevant buyers actively browsing the platform.

Discounts & promotions

Offer attractive first-time buyer discounts to incentivize new customers, encourage initial purchases, and implement strategic bundling strategies to increase your average order value by offering related products together at a discounted price. Ensure you clearly communicate the benefits of these promotions to your target audience.

Expand your e-commerce store today

Selling on multiple e-commerce marketplaces significantly expands your business reach and effectively diversifies your revenue streams, creating a more resilient and growth-oriented e-commerce operation in Malaysia and beyond. 

However, managing a multichannel sales strategy can present complexities, so ensure you leverage automation tools to streamline critical processes and optimize your product pages, strategically leverage advertising opportunities, and offer fast shipping to consistently boost conversions and foster customer loyalty.

Partnering with a reliable shipping provider like DHL Express can also ensure fast and dependable worldwide shipping at affordable rates, ultimately helping you scale your multi-marketplace business with greater ease and confidence.