Cladia Vanluxi
Curious about which online shops and platforms rake in the most cash by selling products for other companies? We’re talking about digital marketplaces, a business model where external merchants provide the inventory while the site takes a lucrative commission on each sale. Click through the direct links to explore the platforms or start your own sales today.
The Global E-commerce Giants Dominating the World Market
The world’s largest e-commerce platforms have shifted their focus from selling their own goods to becoming pure infrastructure giants for external players. The top performer in the Western world is Amazon Sweden, where over half of all global sales are now driven by independent third-party sellers. On the Asian and international stage, we find equivalent giants like Alibaba’s massive consumer platform Taobao, logistics expert JD.com, and budget challenger AliExpress.
Strong Nordic Players and Niche European Department Stores
In the Swedish and European market, several traditional online shops have transformed into highly successful marketplaces. The leading Nordic example is fashion giant Zalando, which now hosts thousands of external brands on its site, and the broad digital department store CDON, which has completely left its old model as a record store. For those seeking specific product categories, the craft portal Etsy and home improvement site ManoMano have become go-to destinations.
The Digital Winners of the Circular Economy in Sweden
The second-hand market and refurbished products are experiencing a massive boom, making platforms for reuse real money-makers. Sweden’s undoubtedly most influential player in circular consumption is Tradera, where both individuals and companies sell millions of items each month. In the tech sector, the specialized marketplace Back Market has quickly captured significant market shares by selling quality-assured, refurbished electronics for others.
How the Smart Shopping Platforms of the Future Are Financed
The success of marketplaces is built on three primary revenue streams: a variable commission of between 5 and 20 percent per sold item, fixed monthly store fees, and internal advertising systems where sellers pay extra for visibility. Additionally, social e-commerce via platforms like TikTok Shop has turned the game on its head by allowing creators to sell directly in the feed. For bargain-hunting consumers, Swedish Fyndiq is a perfect example of a platform that exclusively makes money by mediating others’ surplus stock.
The Difference Between Niche and Broad Marketplaces
When a brand chooses a platform, the decision often lies between broad department stores or niche sites that attract a specific audience. Large fashion brands often gravitate towards premium platforms like Boozt or Miinto, as these have an established customer base that demands clothing and lifestyle products. Broad players, on the other hand, offer enormous traffic volume but with significantly higher internal competition among sellers.
Logistics Services That Create Total Monopoly
By offering comprehensive solutions for warehousing and shipping, the largest platforms bind sellers even more tightly to them. When a company sells via, for example, Elgiganten Marketplace or uses Amazon’s own distribution network, they avoid handling the physical logistics themselves. This creates a seamless shopping experience for the consumer and allows the platform to earn money at every stage of the transaction.
Comparison Table: 20 Leading Marketplaces in the Swedish Market
| No | Webshop / Platform | Primary Offering (for external sellers) | Business Model | Direct Link |
| 1 | Amazon Sweden | Everything (Electronics, home, beauty, tools, etc.) | Commission + Monthly Fee + FBA | Visit site |
| 2 | Zalando | Fashion, shoes, and accessories from thousands of brands | Commission + Logistics Services | Visit site |
| 3 | Tradera | Circular trade; both used and new | Variable commission per sold item | Visit site |
| 4 | CDON | The Nordic’s largest department store; everything from movies to appliances | Commission + Fixed Monthly Fee | Visit site |
| 5 | Elgiganten Marketplace | Home electronics and related home products | Partner commission on electronics | Visit site |
| 6 | Fyndiq | “Sweden’s bargain department store” – small items and low prices | Commission on external surplus stock | Visit site |
| 7 | H&M (with Friends) | Fashion and home articles from external partners | Selected brand commission | Visit site |
| 8 | eBay Sweden | Global marketplace for unique items and collectibles | Final price commission + Advertising | Visit site |
| 9 | Etsy | Handmade products, crafts, and vintage | Advertising fee + Commission | Visit site |
| 10 | Back Market | Specialized in refurbished (used) tech | Quality-assured partner commission | Visit site |
| 11 | ManoMano | Home improvement, garden, tools, and building materials | Niche category commission | Visit site |
| 12 | Boozt | Premium fashion and lifestyle products | Exclusive brand commission | Visit site |
| 13 | Åhléns | Beauty, fashion, and interior via external partners | Department store commission on partners | Visit site |
| 14 | Miinto | Collects physical fashion stores’ stock online | Store commission on local stock | Visit site |
| 15 | Spartoo | Shoes and fashion with a large network of partners | European shoe commission | Visit site |
| 16 | Fruugo | Global platform simplifying cross-border purchases | International transaction fee | Visit site |
| 17 | Campadre | Member-based campaigns for well-known brands | Time-limited campaign commission | Visit site |
| 18 | BestOfBrands | Platform for selected premium brands in fashion | Premium and niche commission | Visit site |
| 19 | Wayfair | Furniture and home decor from thousands of suppliers | Dropshipping and platform agreements | Visit site |
| 20 | TikTok Shop | Social e-commerce where businesses sell directly in the app | Social commerce commission | Visit site |
