Guide

How much does selling on marketplaces cost?

1. The sales commission

This is the most visible item: a percentage taken on each sale. It depends on the marketplace and the category — for cosmetics, it is generally a double-digit percentage. It is the price of access to an already qualified audience: you only pay (in commission) when you sell.

The common mistake is to judge a marketplace on its commission alone. An "expensive" platform that brings qualified volume can be far more profitable than a "cheap" one with no traffic.

2. Entry and subscription fees

Some marketplaces charge a setup fee when opening the seller account and/or a monthly subscription; others don't. These fixed fees weigh most at the start and while volume is low. Check them marketplace by marketplace before launching.

3. Logistics (often underestimated)

Shipping, returns management, sometimes storage: B2C logistics has a real cost, and collection is not cheap without volume. It is one of the most regularly forgotten items in early profitability calculations.

4. VAT and multi-country compliance

Selling in several European countries implies VAT obligations (the One-Stop Shop simplifies but does not remove the management) and compliance with the product standards of each market. It is not a fee "charged" by the marketplace, but a very real management and compliance cost.

5. Product content

Optimised listings, quality visuals, translation into each market's language: this is an upfront investment that directly drives your visibility. A poor listing stays invisible, whatever the product's quality. Better to budget it from the start than to suffer it later.

6. The hidden cost: time

This is the most forgotten item, and often the heaviest. Managing several seller accounts, replying to multilingual customer service within the imposed deadlines, tracking accounting and payouts: all of this is internal hours. For a small team, it is sometimes the number-one limiting factor.

7. Marketplace advertising (optional)

Most large marketplaces offer sponsored formats (retail media) to accelerate visibility. It is a useful lever, but optional: good organic listing and solid pages already let you exist.

How to think about your budget: net, not gross

The right question is not "how much does the marketplace take?" but "what is left, net, once all items are deducted?". Start from the selling price, subtract commission, logistics and charges, and compare with your cost price. A well-run channel can fund itself and become a significant share of your business — provided you approach it with real visibility on the costs.

The partner option: pool and clarify

Entrusting the channel to a partner who operates under its own seller accounts changes the equation: costs pooled across several brands, shipping rebilled at cost (no hidden margin), and zero hiring on your side. At Shrpa, for example, there is no setup fee and full transparency on the flows — so you know exactly what each sale brings you.

Frequently asked questions

How much does selling on a marketplace cost?

The cost is not just the commission. You need to account for the sales commission (a percentage that varies by platform and category), possible subscription or setup fees, logistics, multi-country VAT, product content and internal management time.

What is a marketplace commission for cosmetics?

It varies by marketplace and product category; for cosmetics it is generally a double-digit percentage. It is the price of access to a qualified audience.

How do you calculate the profitability of a marketplace?

By reasoning in net margin: start from the selling price, subtract commission, logistics and charges, then compare with your cost price, rather than judging a platform on its commission alone.

Are there hidden costs on marketplaces?

Yes: B2C logistics, compliance and multi-country VAT, and above all internal time (account management, multilingual customer service, accounting) are often underestimated.