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Selling on international online marketplaces has become the fastest-growing trade model in recent years. From Amazon to Etsy, from Alibaba to eBay, platforms all over the world offer entrepreneurs the opportunity to go beyond the borders of their own countries. However, entering global markets is not just about listing products; many steps — from choosing the right company structure to managing shipping processes, from payment systems to legal obligations — must be carefully planned.
The first step to becoming a global seller is to set up the right systems even before deciding what to sell. International sales involve more regulations, more data and broader responsibilities than local sales. For this reason, the first thing to do is to build a solid business infrastructure.
Many people ask this question: “Can I sell without forming a company?”
Yes, some marketplaces allow this. However, to grow on a global scale, work with payment systems and manage risk, a professional company structure is almost mandatory.
At this point, choosing the type of company is a critical starting point. Structures such as LLC and LTD are the most preferred options for international sellers because they both limit risk and are compatible with global platforms.
Another critical issue is choosing the right business model:
Stock-based selling
Dropshipping
FBA (orders fulfilled by Amazon)
Sales via 3PL warehouses
Print-on-demand
Each model has different requirements; this guide offers a general roadmap that supports all of these models.
Although there are hundreds of platforms where you can sell worldwide, some are at the center of global trade. Understanding these platforms correctly shapes your product strategy.
It is the largest e-commerce platform in the world. Thanks to its FBA service, sellers gain the advantages of fast delivery and high reliability.
Who is it ideal for?
Those who want to build a private brand
Businesses that sell high-volume products
Those who want to enter the U.S. and European markets
It is a great platform for those who sell handmade items, personalized designs and digital products. It offers a global customer base especially for creative entrepreneurs.
It has a broad marketplace structure that covers new and second-hand products. Its auction system is still very strong.
Who is it ideal for?
Collectible products
Electronics and refurbished items
Automotive parts
They target manufacturers and businesses that buy in bulk. They also provide the opportunity to do dropshipping from China to many countries around the world.
Shopify is not a marketplace by itself; however, it is the strongest infrastructure for brands that want to enter the U.S., European and Middle Eastern markets. Sellers with their own store can integrate with platforms like Amazon, eBay, TikTok Shop and Walmart via Shopify.
At this point, sellers often have this question in mind: “Should I start with a single platform or enter multiple platforms at once?”
For the beginning, a single platform is safer. Once the system is in place, switching to a multi-platform strategy accelerates growth.
Product selection is the defining step of the global selling journey. The wrong product choice makes the whole process difficult, while the right product choice solves half of the job.
So, what sells in the global market?
Trends differ from country to country, but categories with consistently strong global demand include:
Home and living products
Personal care products
Tech accessories
Pet products
Fashion accessories
Hobby and craft items
Sports and outdoor products
At this stage, a frequently asked question is: “Should I sell trending products or long-lasting products?”
If you are just starting out, it is healthier to move forward with long-term, consistently selling products. Trend products provide fast profit but are risky.
Competitors’ prices, customer reviews and product variety teach a lot to the seller. Reviewing reviews on platforms like Amazon and Etsy provides valuable insights into global demand.
In cross-border trade, shipping, commissions and tax expenses are much higher than in local sales. Starting out with a product that is not profitable makes the entire operation unsustainable.
In global sales, it is not enough just to sell the right product; you also need to have the right company structure.
U.S. LLC: The most popular choice for Amazon, Etsy and Shopify sellers.
UK LTD: An ideal structure for European markets.
Estonian OÜ: A modern option for digital businesses.
At this point, the following question is very often asked: “If I set up a company abroad, will I pay tax in Turkey?”
The answer relates to the tax residency of the person who earns the income. In other words, not only where you set up the company but also which country you reside in is decisive.
Another important issue is payment systems. Access to systems like Wise, Payoneer, Mercury and Stripe plays a critical role in international trade.
One of the most challenging parts of global selling is logistics, because delivery times, return costs and stock management directly affect customer satisfaction.
There are three main models for logistics:
FBA (Fulfillment by Amazon): The most advanced logistics network in the world. Storage, packaging, shipping and returns are managed by Amazon.
3PL Warehouses: Professional storage and shipping companies used for marketplaces other than Amazon.
Direct Shipping (Dropshipping): Suitable for those who want to sell without holding inventory. However, in some markets, delivery times may be a disadvantage in competition.
Here, sellers have this question in mind: “Which logistics model is right for me?”
If fast delivery is important, FBA or 3PL are more suitable; for those starting with a low budget, dropshipping is more appropriate.
On international platforms, visibility is entirely algorithm-focused. Therefore, product listings must be prepared in a way that is compatible with SEO.
Points to pay attention to:
Correct keywords
Clear and descriptive titles
Short but effective descriptions
Correct category selection
High-quality images
User-friendly variants
Many sellers make this mistake: they only upload the product but do not optimize the descriptions. This reduces visibility within the platform.
Setting prices in international sales is a very sensitive matter, because shipping, commission, tax and advertising expenses significantly affect total profit.
For correct pricing, factors such as:
Product cost
Platform commission
Shipping cost
Advertising budget
Taxes
Competitor prices
should be taken into account.
Many sellers ask: “Is it better to keep the price low or aim for high profit?”
At the beginning, the goal should be visibility. The price should be competitive but not cause a loss.
Customer experience is much more important in global sales than in national sales, because the customer is shopping from another country and is therefore more sensitive in every aspect.
Points to consider:
Fast response times
Solution-oriented communication
Clear return policies
Product images that reflect reality
Providing shipment tracking
Another frequently asked question is: “Is English communication mandatory?”
Yes, if you are selling internationally, you need at least basic English communication skills.
Advertising is indispensable for being visible in global markets.
The most commonly used advertising channels:
Amazon PPC
Etsy Ads
Meta (Facebook & Instagram) ads
TikTok Ads
Google Ads
Influencer collaborations
In advertising, what matters is doing regular analysis. Many sellers run ads but do not measure performance; this leads to unnecessary spending.
Becoming a successful global seller takes time. Expanding into multiple markets, reaching customers in different languages and managing logistics is a process that settles in over time.
In the long term, attention should be paid to:
Building a brand
Expanding the product range
Multi-platform strategy
Working with 3PL warehouses
Managing taxes correctly
Developing local strategies for each market
At this point, the question most often asked by global sellers is:
“When should I expand into another market?”
You should move into new markets when the first market has become stable, the sales cycle is established and product reviews have become strong.
Selling on international online marketplaces involves both great opportunities and serious responsibilities. With the right combination of product, company structure, logistics and marketing, it is possible to build a strong brand worldwide.
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