The U.S. e-commerce market is the world's second-largest, valued at over $1.4 trillion in 2025, with online sales now accounting for nearly 20% of all retail transactions. While Amazon and Walmart control a huge share, a large portion of US spending happens on category-specific, high-intent marketplaces, each with its own distinct buyer demographics, product expectations, fee structures, and approval rules.

For Indian D2C brands, exporters, and manufacturers, these marketplaces often offer easier entry, higher margins, and faster organic traction than launching on Amazon alone.

Yet, US marketplace expansion is messy, as every platform has its own catalog standards, compliance needs, and shipment requirements.

Xindus simplifies this. With AI-driven marketplace recommendations and one-click launch workflows, Xindus helps Indian sellers enter the US market with data-backed precision.

Below is the most useful, insight-rich guide to the top US marketplaces beyond Amazon and Walmart, with practical details sellers can act on immediately.

Quick Comparison: Top US Marketplaces at a Glance

The Most Important US Marketplaces

1. eBay 

Market Position

One of the largest US marketplaces with a unique mix of new, refurbished, and collectible goods. Unlike Amazon's algorithmic "Buy Box" wars, eBay buyers are often looking for specific, hard-to-find items. It has a strong cross-border culture, making it comfortable for international shipments.

What Makes It Valuable

• Buyers come to discover deals, unique items, and refurbished products

• Lower PPC and competition compared to Amazon

• Strong cross-border purchase rate

Fee Expectations

• 10–15% category-based commission

• Optional promoted listing fees (low compared to Amazon ads)

Entry Barrier: Low. Very easy to start for Indian exporters. 

Indian Product Fit: Electronics accessories, refurbished parts, collectibles, auto parts, tools, vintage and luxury lifestyle goods.

2. Etsy 

Market Position

Dominates the US handcrafted, customized, and artisanal product market. Etsy buyers are price-insensitive regarding uniqueness. They are willing to pay a premium for the "story" behind the product. Mass-produced factory items are discouraged, reducing low-quality competition.

What Makes It Valuable

• Buyers pay premium for uniqueness

• Strong repeat-purchase behavior

• Minimal competition from mass-market factories

Fee Expectations

• 6.5% transaction fee + listing fees

• Optional ads 

Entry Barrier: Moderate. You must prove the "handmade" or "designed-by-you" nature of the goods.

Indian Product Fit: Jewelry, home decor, candles, jute products, block prints, sustainable fashion, and artisanal handicrafts.

3. Target Plus 

Market Position

Target’s marketplace is invite-only, known for curated, higher-quality catalog standards.This scarcity creates immense trust. If you get listed here, buyers assume your quality is top-tier. It boasts the highest Average Order Value (AOV) among mass retail marketplaces.

What Makes It Valuable

• Very low seller saturation

• High household trust

• Best AOV among mass retail marketplaces

Fee Expectations

• 5–15% depending on category

• No monthly subscription

Entry Barrier: High. Requires a strong existing US presence or a partner like Xindus to demonstrate logistics readiness.

Indian Product Fit: Home textiles, kitchenware, kids’ products, toys, premium apparel, personal care.

4. Wayfair

Market Position

Most of the US online furniture and home decor sales pass through Wayfair. It is not just a marketplace; it's a visual search engine for homes. It operates on a dropship-style model, meaning no upfront warehouse storage fees like FBA.

What Makes It Valuable

• Buyers specifically come for home products

• High-ticket orders and high profitability

• Great fit for Indian home manufacturers

Fee Expectations

• Referral fees around 15%

• No warehouse fees (dropship-style model)

Entry Barrier: Moderate. Strict requirements on packaging to prevent damage during transit..

Indian Product Fit: Furniture, bedsheets, rugs, curtains, metal décor, ceramicware, handicrafts.

5. Macy’s Marketplace

Market Position

Macy's leverages its century-old brand trust. Being listed here provides a "halo effect" for your brand equity.

What Makes It Valuable

• Strong brand trust

• High-visibility placements for approved sellers

• Ideal for differentiated brands

Fee Expectations

• 12–15% commission

• No subscription fee

Entry Barrier: Hard. Strict curation and quality assurance checks.

Indian Product Fit: Ethnic-fusion apparel, scarves, leather goods, skincare, designer jewelry, premium home décor.

6. Newegg 

Market Position

Tech enthusiasts compare specs here before buying on Amazon. The audience is highly technical and educated about the products.

What Makes It Valuable

• Electronics shoppers compare here before Amazon

• Strong niche audience

• Less advertising cost

Fee Expectations

• 8–15% depending on electronics category

Entry Barrier: Moderate. Requires strict adherence to electronic certifications (UL, CE, etc.).

Indian Product Fit:Tech accessories, refurbished electronics, computer peripherals, smart gadgets.

7. Overstock (Beyond Inc.)

Market Position

Recently rebranded under Beyond Inc., it retains a loyal customer base looking for "smart value" in home goods. Less saturated than Wayfair.

What Makes It Valuable

• Steady demand for décor and furnishings

• Great for factory-direct exporters

• Less saturated than larger platforms

Fee Expectations

• ~15% average marketplace fee

Entry Barrier: Easy to Moderate.

Indian Product Fit: Bed sheets, curtains, garden decor, outdoor furniture.

8. Chewy

Market Position

"Pet parenting" is a booming trend in the US. Chewy customers are incredibly loyal and often set up "Autoship" (subscriptions), guaranteeing recurring revenue.

What Makes It Valuable

• Huge growth in pet spending

• Highly loyal buyers

• Organic ranking is easier than Amazon

Fee Expectations

• Category-based commissions (10–15%)

Entry Barrier: Moderate. Strict compliance for any consumables/treats.

Indian Product Fit: Pet beds, grooming tools, leashes, collars, and pet apparel.

9. Faire

Market Position

Unlike B2C marketplaces, Faire allows you to move volume. You sell 50 units to a shop in Texas rather than 1 unit to a customer in New York. Marketing costs are significantly lower.

What Makes It Valuable

• Retailers buy in bulk

• No need for heavy consumer marketing

• High margins for artisanal and premium products

Fee Expectations

• 15% commission on opening orders

• Lower on reorders

Entry Barrier: Easy.

Indian Product Fit: Apparel, jewelry, wellness, crafts, home decor, handmade products.

10. Kroger Marketplace

Market Position

Kroger is the 2nd largest grocer in the US. Sellers here get access to high-frequency shoppers buying weekly essentials..

What Makes It Valuable

• Large, loyal grocery audience

• Regular repeat purchases

• Massive potential for Indian FMCG brands

Fee Expectations

• 10–15% commissions depending on category

Entry Barrier: Moderate. Heavy compliance on FDA regulations for food items.

Indian Product Fit: Spices, tea, healthy snacks, copper water bottles, cookware.

How Xindus Simplifies US Market Entry

Getting into the US market usually takes weeks of research and months of approvals, every platform has different:

• category standards

• documentation needs

• catalog structure

• shipping requirements

• approval processes

• compliance expectations

Xindus eliminates all of this friction.

1. AI-Driven Marketplace Recommendation Engine

Xindus analyzes your:

• product catalog

• pricing

• category

• buyer segment fit

• competition

• compliance status

and recommends the best US marketplace(s) for your product with data-backed confidence. So, there is no guesswork, or trial and error.

2. One-Click Marketplace Launch

With Xindus, sellers can:

• Connect catalogs instantly

• List products on multiple marketplaces

• Sync inventory across channels

• Publish product data with one click

• Automate shipping, documentation, and duties

This reduces marketplace launch time from weeks to just a few days.

3. Built-In Cross-Border Infrastructure

Xindus also supports:

• International shipping

• Customs documentation

• US fulfillment & returns

• Duty optimization

• End-to-end visibility

Meaning you don’t need separate logistics, compliance, or marketplace management systems.

Conclusion

The US e-commerce landscape offers far more than Amazon and Walmart. Marketplaces like Etsy, eBay, Wayfair, Target Plus, Macy’s, Chewy, and Faire present huge opportunities, especially for Indian brands in home décor, fashion, accessories, tech, furniture, pet products, and artisanal categories.

But choosing the right marketplace and getting approved is where brands usually struggle.

Xindus solves this entire problem, letting global sellers enter the US market faster, smarter, and with much higher success rates.