You’ve created a strong product — now the question becomes where to sell it. The UK offers multiple online platforms, each with different fees, audiences and levels of control.
Below is a clear overview of the main options, plus when it makes sense to move onto your own website.
Online Marketplaces Overview
| Platform | Set-up | Fees | Best For |
|---|---|---|---|
| Etsy UK | 20p per item | Approx. 10% | First-time sellers & search traffic |
| Folksy | 15p per item | Approx. 9% | British handmade audience |
| Amazon Handmade | Application required | 12% | Large reach |
| eBay UK | Free | Approx. 13% | Clearance & one-off products |
| NOTHS | £199 joining | Up to 25% | Gift-led premium brands |
| TikTok Shop | Free | 5–8% | Video-first selling |
Platform and payment processing fees apply. Advertising costs are additional.
How to Choose the Right Platform
- If you want organic search traffic: Etsy is often the simplest starting point.
- If you focus on British handmade positioning: Folksy can attract a loyal audience.
- If you create short-form video content: TikTok Shop can convert quickly.
- If you want premium gift positioning: curated marketplaces may suit.
When to Launch Your Own Website
Platforms are useful for visibility, but long-term brand growth often benefits from having your own website.
- Greater brand control
- No dependency on marketplace algorithms
- Better customer retention
- Improved margins over time
Many brands move to a Shopify website once they are processing consistent monthly orders and want full ownership of customer relationships.
Wholesale & Larger Orders
- Faire – reduced commission on repeat orders
- Ankorstore – flat wholesale structure
- CREOATE – lower minimums for smaller brands
Low-Cost Ways to Increase Visibility
- Post regular short “making” videos
- Offer limited local bundles
- Use professional packaging and labels to encourage sharing
- Add QR codes directing customers to your own website
Margin Reminder: Aim to retain at least 40% after materials, packaging, platform fees and shipping. If your costs exceed 60%, review pricing or sales channels.
Next Steps
- Select one primary platform
- List your strongest five products
- Review performance after 30 days
- Expand to additional channels strategically
If you are preparing products for online marketplaces or wholesale, ensure your packaging and labelling supports a professional first impression.
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