Marketplace vs Broker vs Selling It Yourself
| Online marketplace | Broker / M&A advisor | Sell it yourself | |
|---|---|---|---|
| Best for | Smaller businesses | Established, profitable brands | Sellers with a buyer already lined up |
| How buyers are found | Public listing | Managed, confidential outreach | Your own network |
| Confidentiality | Lower (public listing) | High (NDA before brand name) | Depends on you |
| Price negotiation | Mostly on you | Handled for you, with competing offers | On you |
| Due diligence support | Limited | Managed end to end | On you |
| Typical cost | Listing and success fees | Success fee, often no upfront fee | No fee, more of your time |
When a marketplace makes sense
If the business is small, simple and you want a quick sale, a marketplace gives you access to many buyers with little effort. Expect lower multiples and more of the negotiation on your side.
When a broker or advisor makes sense
For established brands, especially with $1M or more in profit, the value comes from preparation, a confidential process, competing offers and keeping the deal on track through diligence. The difference in price and terms usually outweighs the fee.
When selling yourself makes sense
If a competitor, supplier or partner already wants to buy and you’re comfortable negotiating terms and running diligence, a direct sale can work. Get a professional valuation first, so you know what a fair offer looks like.
See current ecommerce valuation multiples or get a confidential valuation.
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