Imagine you’re opening a shop in the country’s largest shopping centre, but your premises are in the basement with no sign. No matter how great your products are, customers might simply not be able to find you. The same situation applies in the world of marketplaces: choosing the wrong platform to sell on is like having a closed door for your customers. In this article, Dmytro Mashtalir, co-founder ‘Tsil’ Marketing Agency, will show you how to open these doors and choose the right path to success in the market.
Comparison of marketplaces: Rozetka, Prom.ua and Etsy
Many entrepreneurs choose a marketplace intuitively, overlooking key criteria such as the profile of their target audience, marketing costs and terms of partnership. However, a well-considered choice of platform can significantly reduce costs and boost sales performance. Let’s take a look at how three popular marketplaces might meet your requirements.
Rozetka: a mass-market platform presenting challenges for branding
Rozetka attracts over 100 million users every month, making it one of the largest platforms in Ukraine. It is a hub for a wide range of consumers: from those buying household appliances to shoppers looking for clothing or children’s goods. But a large audience also means a high level of competition. Over 16,000 sellers on Rozetka are actively vying for customers’ attention, making advertising practically essential for success. For those selling electronics or household appliances, it’s like being in the centre of a metropolis with thousands of shops all around.
The experience of the WOW-Tech online electronics store shows, that the active use of the platform’s internal tools made it possible to increase the number of orders, but at the same time required careful budget planning to maintain profitability.
As for the commission, it depends on the product category and can range from 1% to 25%, but standard rates are around 5% for most products. In addition, there are monthly fees, even if you have no active sales during that period, and advertising costs can be significant in order to make your products stand out from the competition.
The benefits of Rozetka:
- Huge traffic – over 100 million visits every month.
- Fulfillment — the option to outsource the order delivery process to a platform.
Disadvantages:
- No branding options — your shop is part of a shared platform and you are not permitted to use your shop’s name in your listings.
- Strict content requirements and the need to upload products via XML price lists.
- Dropshipping is prohibited – only stock on hand, own warehouses or goods held in a fulfilment centre are permitted.
Prom.ua: flexibility for small businesses
Prom.ua is the largest platform for small and medium-sized businesses in Ukraine, with over 50,000 active sellers and generating more than 4 million orders per month. One of the platform’s key advantages is the ability to attract organic traffic using SEO tools, which help optimise product pages for search engines. This enables entrepreneurs not only to attract customers without significant investment in advertising, but also to build their own brand. Thanks to the rapid indexing of new products, shop pages quickly appear in search engine results, which is a significant competitive advantage within the platform.
In particular, the online shop ‘Nitrix’, which specialises in workwear and safety footwear, has managed to significantly shorten advertising costs by using Prom.ua’s in-house advertising tools. This enabled them to increase their profits whilst keeping initial costs low and minimising investment in external advertising. Their experience demonstrates how the platform can help businesses grow, particularly those with limited resources.
In addition, Prom.ua allows you to use external traffic channels, such as Google Shopping and social media, to attract even more customers. Using these tools in conjunction with organic traffic can significantly boost sales performance.
Prom.ua offers sellers an additional promotional opportunity through ProSale — the platform’s internal advertising system, which boosts the visibility of products in the catalogue. A key feature of ProSale is that advertising campaigns are set up on a CPA (cost-per-action) basis, where you pay only for actual orders, helping you to use your advertising budget more effectively. The higher the commission percentage you are willing to pay per sale, the greater the chance that your product will be displayed in higher positions in search results. This allows you not only to increase traffic but also to gain an advantage in a highly competitive environment, which is a key factor for success on the platform.
The benefits of Prom:
- Flexibility for small businesses — you can sell both your own products and those of other manufacturers, or operate using a dropshipping model.
- SEO tools — a way to optimise your pages for search engines and attract organic traffic.
Disadvantages:
- High competition — the number of sellers on the platform is constantly growing, making it difficult for new players to enter the market.
How to get started and how much it costs
Getting started on Prom.ua doesn’t require a large investment. Basic packages are available for new sellers, allowing them to list products for free. However, for advanced features such as SEO tools and access to the ProSale internal advertising system, sellers can opt for paid plans. For example, listing up to 1,000 products costs approximately 5,900 UAH per year, which includes an advertising budget. This makes Prom.ua an attractive option for small businesses with limited resources.
Etsy: for unique products and the international market
Etsy is a global platform that enables creative businesses to sell unique items to customers worldwide. Proper SEO optimisation of your product listings is key to successful promotion on Etsy. First and foremost, it is important to choose relevant keywords for product titles and descriptions, as these are what help your products appear in search results on the platform and on Google. You should also pay attention to metadata, such as page titles, tags and product descriptions. Etsy allows you to use up to 13 tags for each product, which is an important tool for improving search visibility.
In addition to SEO, it is important to use Etsy Ads, which allows you to promote your products on the platform through paid advertising. You can set a budget and control how your products appear in Etsy search results. However, it is worth noting that by combining advertising with organic efforts, such as using keywords and actively managing your shop (updating your product range, obtaining reviews), you can significantly increase visibility and conversions. Therefore, Etsy Ads is an effective supplementary tool, but long-term success depends on the right SEO strategy.
A good example is a musical instrument shop on Etsy, which has successfully entered the international market thanks to organic promotion and an effective brand-building strategy.
The benefits of Etsy:
- A global audience — your products are available to customers from all over the world.
- Supporting creative businesses — a platform designed for unique products that helps entrepreneurs stand out.
Disadvantages:
- High fees: Etsy charges a commission of 6.5% of the total sale price for each transaction, including the cost of the item, delivery and gift wrapping. In addition, payment processing fees apply – typically 3% + $0.25 per transaction. There is also a $0.20 listing fee for each item put up for sale, which remains active for four months.
- Competition in the international market: to stand out, you need to invest continuously in advertising and development.
How to choose a marketplace: focusing on your target audience, costs and terms
When choosing a marketplace for your business, it is important to consider several key factors: who your target audience is, what the costs of using the platform will be, and what terms of cooperation each platform offers. Let’s take a closer look at these aspects for Ukraine’s leading marketplaces: Rozetka, Prom.ua and the international platform Etsy.
Rozetka: the mass market and stringent requirements
- Target audience
The platform attracts a wide range of consumers, but its core audience consists of middle-aged shoppers looking for homeware, electronics, cosmetics and children’s products. Shoppers expect convenience, speed and affordable prices. This is a place where a seller’s reputation and reviews are key to attracting new customers.
- Costs
Rozetka charges a commission on sales, which ranges from 1% to 25% depending on the product category. For example, the commission on sales of household appliances and electronics may be around 5%, whilst consumer goods are subject to higher commission rates. In addition to sales commissions, sellers on the platform must pay monthly fees for using the platform’s services. It is also important to invest in advertising, as competition on Rozetka is very high, and advertising is essential for success in order to stand out from other sellers.
- Terms of cooperation
To get started with Rozetka, you need to complete a few steps. The seller submits an application on the platform and then prepares a price list in XML or YML format to upload products. This is followed by official registration as a sole trader or limited company. Once the documents have been verified and the price list prepared, you must sign the contract with an electronic signature and top up your personal account balance to cover commission fees and other platform costs. It is recommended that you maintain a positive balance to avoid your shop being blocked.
Rozetka offers high traffic and a user-friendly interface for managing sales, but operating on the platform requires strict financial control and compliance with the platform’s rules regarding product descriptions and pricing policies.
Prom.ua: the ideal choice for small businesses
- Target audience
Prom.ua attracts a diverse audience: from buyers of household appliances to those looking for homeware and fashion accessories. The platform also appeals to small businesses, particularly those selling second-hand goods or operating on a dropshipping model. Thanks to its accessibility and ease of getting started, Prom.ua is the ideal choice for entrepreneurs who want to enter the market quickly and offer cost-effective products.
- Costs
One of the main advantages of Prom.ua is its financial flexibility. Sellers can start trading without any upfront fees, paying only a commission on successful transactions, which ranges from 5% to 16% depending on the product category. This makes the platform particularly attractive to newcomers. However, for those who want access to more features and promotional opportunities, various pricing plans are available.
For example, listing up to 1,000 products will cost 5,900 UAH per year, which covers the advertising budget for the ProSale service — Prom.ua’s in-house advertising system, which helps boost the visibility of products in the catalogue and on external platforms such as Google Merchant Center.
- Terms of cooperation
Prom.ua provides sellers with a wide range of tools to build their business. Sellers can use their own domains for their shop, which allows them to create a recognisable brand, as well as customise the design and integrate various payment systems. The platform supports three sales channels: via the general catalogue, their own online shop and a mobile app. This enables them to reach a wider audience and easily scale their business.
One of the key requirements is ensuring product listings are correctly formatted and that the product range is constantly updated. The high level of competition on the platform means that SEO optimisation is essential to ensure your products stand out amongst thousands of other listings.
Etsy: a global platform for unique handmade items
- Target audience:
Etsy is an international platform aimed at creative entrepreneurs who offer unique products, such as handmade items, antiques or digital products. The platform’s main audience consists of buyers from North America and Europe who value individuality and exclusivity. In 2023, the number of active buyers exceeded 94 million, making Etsy the ideal choice for those seeking to enter the global market and attract consumers looking for something unique and original. Sellers specialising in products with a creative element, such as digital art or handmade jewellery, have a significant advantage on this platform.
- Costs
Etsy has a low barrier to entry, making it accessible to small businesses and newcomers. The main costs consist of:
- Registering a new shop costs $15–30 — a one-off payment;
- $0.20 for listing each item for four months or until it is sold;
- 6.5% commission on each sale;
- 3% + $0.25 for payment processing.
In addition, sellers should invest in advertising via Etsy Ads to boost the visibility of their products. Although the costs may seem low at first, overall expenses can quickly mount up due to high commission fees and marketing costs, particularly if you aim to remain competitive on an international scale.
- Terms of cooperation
On Etsy, sellers have complete freedom to design their shops, allowing them to take full control of their brand—from the shop’s design to product descriptions. This is crucial for those who want to build a unique brand that stands out among millions of other sellers. However, it is important to bear in mind that competition is becoming increasingly fierce. To succeed, you’ll need not only high-quality product photos and well-crafted descriptions, but also active engagement with buyers. This includes handling reviews, ensuring prompt service and maintaining regular contact with customers.
Promotion on Etsy: in addition to advertising, Etsy also offers SEO tools that help sellers improve their visibility on search engines and on the platform itself. However, it is worth noting that high-quality service is not just a requirement but also a customer expectation, as Etsy guarantees refunds to buyers if the item does not match the description or there are delivery issues.
How to determine which marketplace is best suited to a particular product or service
Determining which marketplace is best suited to your product or service requires a careful analysis of several key factors. To make the right choice, it is important to consider the following criteria.
Product type and its uniqueness
Every marketplace has its own unique characteristics, which influence sales. Etsy is an excellent platform for selling unique items, such as handmade crafts, jewellery or digital products. Here, buyers aren’t looking for mass-produced goods, but for something truly exclusive that you won’t find in large retail chains. Handmade goods and antiques, such as original paintings, are in high demand among an audience that values creativity and originality.
For more mainstream products, such as household appliances or clothing, it is worth considering Rozetka or Prom.ua. For example, Rozetka, which attracts 2.5 million visitors daily, is an excellent choice for sellers operating in large-scale, highly competitive sectors. Prom.ua is also a good option for mass-market goods, but is particularly advantageous for those selling via a dropshipping model or acting as resellers.
Target audience
To choose a marketplace, you need to clearly identify who your core customer is. Rozetka attracts a mass audience in Ukraine: from electronics shoppers to parents looking for children’s products. If your business targets a broad market where ease of purchase and speed of delivery are important, Rozetka may be the best option.
If your product has potential on the international market, you should consider Etsy. The platform offers the opportunity to reach a global audience, as over 94 million shoppers from the US, Europe and other countries search here for unique items. Prom.ua, on the other hand, attracts more local shoppers, who are looking for bargains and mid-range products.
Competition and positioning
The level of competition on a marketplace can be both an advantage and a challenge. For example, on Rozetka, the high level of competition in the home appliances and electronics sectors requires significant investment in advertising to stand out from other sellers. On Etsy, however, sellers with a clear positioning and unique products can successfully set themselves apart from competitors through an effective branding strategy and organic engagement via social media.
Marketing opportunities and costs
Every marketplace has its own tools for promoting products. On Rozetka, given the huge number of visitors, advertising is practically essential for increasing product visibility. However, this also requires significant expenditure on advertising campaigns. On Etsy, the main focus is on SEO—organic promotion in the marketplace’s search results—which can be more cost-effective for sellers with a limited advertising budget. On Prom.ua, SEO tools are available, as well as the ProSale advertising system, which allows you to save money on promotion whilst attracting more customers and utilising external channels.
Logistics and support
Logistics options and support vary across platforms. Rozetka offers fulfilment services, which simplify order processing and delivery, but this can lead to additional costs. On Prom.ua, sellers can choose their own logistics solutions, which helps to reduce costs for small businesses. Etsy, whilst offering greater flexibility in choosing delivery methods, requires sellers to take responsibility for the entire logistics process, which can be a challenge for newcomers.
Conclusion
Choosing a marketplace is a strategic move that can significantly impact the success of your business.
Rozetka, with its huge audience and high traffic levels, is an excellent choice for those looking to sell mass-market goods on the Ukrainian market, such as electronics, household appliances or clothing. However, limited branding opportunities can pose a challenge for businesses seeking to establish their own identity.
Prom.ua offers greater flexibility to small and medium-sized businesses by providing tools for SEO optimisation, as well as the option to operate using a dropshipping model or sell second-hand goods. This platform is the ideal solution for entrepreneurs looking for a cost-effective way to start selling online with minimal expenditure.
Etsy enables makers of handmade or unique designer items to reach an international market, targeting buyers in North America and Europe. However, to succeed, it is necessary to invest in advertising and actively promote your brand, which makes Etsy a more demanding platform.
When choosing a marketplace, it is important to consider the specific nature of your product, your target audience and the platform’s promotional capabilities. Don’t forget about advertising and logistics costs. The right marketplace will not only help boost sales but also create a stable foundation for the growth of your brand and its recognition among customers
