The Best Marketplaces to Sell Jewelry Online

There are countless online marketplaces to buy or sell your jewelry. But with so many options available, it can be tough to find a platform with the right target audience for your type of jewelry. That’s why we’ve put this guide together to show you the best jewelry markets and how they work.

With user-friendly interfaces, secure payment systems, and built-in marketing tools, these marketplaces make it easier than ever to turn your passion for jewelry into a successful online business. Now, let’s dive in.

At a Glance: The Best Sites to Sell Jewelry

1. Amazon

Amazon, the world’s largest eCommerce platform, is one of the best places to find quality fine, fashion, and diamond jewelry. This marketplace generated an estimated revenue of $5,396.5 million in jewelry and watch sales in the US in 2023.

Amazon offers two sales plans with different price levels and services. The plans include an Individual selling plan and a Professional selling plan. The former is best for people who have only a handful of jewelry to sell while the latter is for those running a jewelry brand or planning to establish one. Also, keep in mind that Amazon charges a referral fee of 20% on each jewelry sale or 16% for watches.

Key Features

• Access to 150 million loyal members who instinctively order on Amazon.

• Fulfillment by Amazon streamlines logistics, stocking, and shipping processes.
• Amazon’s continuous growth translates to ongoing opportunities for sellers.

Drawbacks

• Selling on Amazon means yielding a level of control over products, packaging, and processing, especially for FBA sellers.

• The sheer size of the marketplace translates to intense competition among jewelry sellers.
• Amazon makes it easy for customers to return purchased goods. This ease of returns may lead to higher return rates.

MORE: Amazon FBA calculator

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2. Amazon Handmade

Amazon Handmade is a niche marketplace within Amazon that caters exclusively to artisans selling handmade products. It offers unique advantages such as exemption from the monthly seller fee, allowing sellers to pay a 15% referral fee on each item sold instead. This structure is particularly beneficial for sellers who may have low sales volumes in a given month or are temporarily out of stock, as it eliminates unnecessary costs.

Amazon Handmade provides artisans with high visibility to over 3 billion monthly visitors on Amazon. It provides customizable storefronts, so you can personalize your shops and brands extensively. Handmade also allows sellers to streamline logistics through Amazon’s FBA or manage shipping and customer service themselves through FBM (fulfillment by merchant). 

Key Features

• Amazon Handmade waives the $39.99 professional seller fee, opting for a 15% referral fee instead.
• With over 3 billion visits per month, Amazon Handmade offers significant exposure, making it easier for potential customers to discover handmade products.
• Individual items do not require universal product codes.

Drawbacks

• The rigorous approval process may lead to delays in getting products listed for sale.
• The user dashboard is not quite user-friendly. 

• Limited access to customer data may hinder direct customer engagement.
• Sellers experience delays in receiving payments until items are marked as shipped, impacting cash flow.

MORE: How to sell on Amazon

3. eBay

eBay is one of the best sites to sell jewelry through auction-style or fixed-price listings. What sets eBay apart is its auction format, which can create a sense of urgency and competition among buyers. Sellers can take advantage of different eBay tools and services to streamline product listings or handle accounting tasks. 

eBay is popular for its comprehensive protection services for both buyers and sellers. For luxury watch sellers, eBay has implemented an escrow payment option for transactions over $10,000 and an Authenticity Guarantee badge for luxury items (jewelry that sells for $500 or more). These features enhance trust and security in high-value transactions.

Key Features

• eBay’s auction-style listings create a dynamic and competitive selling environment, potentially leading to higher prices for unique jewelry pieces.

• With localized platforms in multiple countries, eBay provides access to a diverse and international customer base of over 147 million active buyers.
• eBay supports sales of loose diamonds gemstones, and treated diamonds.

Drawbacks

• The platform’s low barrier to entry results in a crowded marketplace, making it challenging for sellers to stand out and attract buyers.
• The fee structure on eBay can be complex and costly, with various subscription levels and additional charges for listing and final value fees.
• Getting started on eBay can be costly as you need to spend around $1000 to $3000 on advertising to get some exposure.

MORE: How to sell on eBay

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4. Etsy

Etsy is another popular jewelry marketplace to consider with millions of unique listings. Etsy’s focus on handmade, vintage, and unique products makes it an ideal platform for selling jewelry that fits these categories. Sellers can expect to list their jewelry with fees that include a $0.20 listing fee per item, a 6.5% transaction fee on the sale price plus shipping and gift wrapping.

Etsy stands out for its community-oriented approach. It allows sellers to help each other through its community support. This jewelry marketplace also offers additional services such as Etsy Plus and Etsy Pattern, which provide advanced tools for customization and promotion, but these services come at extra costs.

Key Features

• Etsy is a virtual inventory site, meaning the items are not physically stocked, so there’s no requirement to maintain inventory at any location.
• Etsy provides a niche audience for sellers who offer unique jewelry pieces. About 54 million people use the platform every month. 
• Etsy features the most diverse jewelry listings. You can list everything from craft and vintage jewelry to diamond jewelry and loose stones. for several jewelry types

Drawbacks 

• Etsy is highly competitive due to its popularity and the vast number of jewelry listings. 
• Limited customization and branding options can make it hard for sellers to establish a distinct presence.
• Fee increases have also been a point of contention among Etsy sellers.

MORE: Etsy fee calculator

5. Walmart

Jewelry is one of the many product categories available on Walmart’s online platform, where third-party sellers can list their items alongside Walmart-owned products. The marketplace does not impose SKU minimums or maximums, so sellers can offer a wide range of jewelry items.

One quality that makes Walmart one of the best sites to sell jewelry is the absence of setup or subscription fees. Instead of these charges, sellers are required to pay a 20% referral fee when their products are sold. At this rate, referral fees may eat into your profit, but you don’t have to pay a dime until you’ve made a sale.

Key Features

• Sellers on Walmart Marketplace can create their own return policies.
• Payments to sellers are conveniently handled through automatic deposits into their preferred U.S. bank accounts every two weeks.
• Walmart Fulfillment Services (WFS) allows sellers to store their inventory at Walmart fulfillment centers and benefit from Two-day delivery and Free & Easy Returns programs.

Drawbacks 

• Walmart is known for its strict price requirements due to its Every Day Low Price (EDLP) guarantee, which may lead to lower profit margins for sellers.
• Walmart’s Pricing Parity Policy requires sellers to price items on Walmart.com equal to or lower than the prices they offer on other platforms.
• Walmart’s high referral fee significantly eats into potential profits.

MORE: How to sell on Walmart

How Do I Choose My Marketplaces?

If you’re still not sure where you should be selling jewelry online, the best thing you can do is to profile your business.

Take a close look at these factors:

• Your jewelry – Look at your product types, product line, prices, and designs. See what matches the markets.
• Your logistics – How quickly can you fulfill orders? Can you provide inventory up front? What level of customer service do you have?
• Your location – Where are you located, who are your natural buyers, and how can you reach the most customers?
• Your business scale – Are you a one-man show or a mass-producer? What are your budget constraints? How much can you invest in your online operations?
• Your social media presence – Do you have a supportive community?
• Your web store – Do you have your own branded web store?

After analyzing your business, you should have a good

Takeaway Points

Now you’ve seen the best places to sell jewelry, it’s time to tap into a global market and turn your passion for jewelry-making into a successful online business. As you explore different platforms, get acquainted with their fee structure, quality assurance standards, and fulfillment services.

Given the competitive nature of these platforms, you have to be willing to go the extra mile to succeed. If you plan to establish or grow your jewelry brand, consider investing in advertising services to give your listings a boost. Organic traffic is important too. 

Learn how to optimize your listings to maximize visibility, and don’t forget to leverage automation and data insights where possible. Check out Webretailer for powerful eCommerce tools and services that will make your journey easier.