Which is the best platform for digital products?

Selecting the best platform for digital products can feel confusing with so many platforms for sellers to choose from!

It’s important to pick the right one for your needs—it affects how you reach your customers and grow your income.

This guide will help you decide if marketplaces, ecommerce sites, or funnels are the best choice for your digital products.

Different Types of Selling Platforms

Not all platforms are the same. Some give you instant customers, while others offer more control over how you sell.

Let’s look at the three main models.

1. Marketplaces

Marketplaces, like Etsy, are platforms where many sellers list their products. You benefit from a built-in audience, but you compete with others.

Popular options include Etsy and Creative Market. Marketplaces provide a built-in audience, so you don’t have to find customers yourself.

• Pros: Easy to use, no website needed, access to shoppers already searching for your products.
• Cons: Limited branding, fees for each sale, and competition with other sellers.
• Best for: Beginners or creators who want quick exposure.

2. Ecommerce Platforms

Ecommerce platforms let you create your own online store. Examples include Shopify and WooCommerce. These give you full control over your branding and customer experience.

• Pros: Customizable, no sharing your store with competitors, great for building a long-term business.
• Cons: You have to do your own marketing and handle setup.
• Best for: Sellers who want to grow a personal brand.

3. Funnels

Funnels are focused on turning visitors into buyers. Platforms like Thrivecart guide customers through simple steps, such as landing pages and checkout forms.

Funnels guide customers toward one action: buying. They work great for single products or services.

• Pros: Great for selling one product or a small group of items, optimized for conversions.
• Cons: Less customization and not ideal for large stores.
• Best for: Creators running online ads or selling high-value items like courses.

4. Combination Platforms

Platforms like Gumroad combine features of marketplaces, ecommerce, and funnels.

• Pros: Easy setup, a mix of branding, marketing tools, and audience reach.
• Cons: Less customization, and not ideal for scaling large businesses.
• Good for: Creators testing products or working on a smaller scale.

Pros & Cons

Picking the right platform depends on costs, time, branding, and marketing. Here’s how marketplaces, ecommerce platforms, and funnels compare.

Costs

Marketplaces are the cheapest to start. You pay small listing fees and a cut from each sale (e.g., Etsy takes 6.5%), but you avoid monthly costs.

Ecommerce platforms have fixed monthly fees—Shopify starts at $39/month—but they don’t take a percentage of sales.

Funnels are the most expensive upfront, with plans like ClickFunnels starting at $97/month, but they also skip transaction fees, which is better for higher sales volumes.

Technical Skills

Marketplaces are perfect for beginners. They handle all the setup, and you just upload your products. While ecommerce platforms are user-friendly for basic needs, designing a custom store or adding advanced tools requires some technical knowledge.

Time Investment

Marketplaces are the fastest to get started. You can list a product and start selling in a matter of hours. Ecommerce platforms take longer to set up—customizing your store can take days or weeks—but they’re easier to manage long-term if you want to scale up. Funnels are quick to build but demand time to test and tweak for maximum conversions.

Control Over Branding & Customer Experience

Marketplaces don’t give you much say over design or branding. Customers recognize the marketplace (like Etsy) more than your shop. Ecommerce platforms offer complete control over branding, from colors to checkout experience—you can make your store fully reflect your style. Funnels focus on driving sales, not design, so branding options are basic, and the sales flow feels more functional than personal.

Marketing Capabilities

Marketplaces rely on their built-in audience, so you don’t need advanced marketing. However, you lack tools to stay connected with customers or remarket to them. Ecommerce platforms give you full access to marketing tools like SEO, email campaigns, and social media ads, but you’ll need to bring your own traffic. Funnels excel at targeted ads and upsells, guiding customers to complete purchases quickly, but they aren’t as great for building a long-term audience.

Evaluate Business Needs to Select the Best Platform for Digital Products

When it comes to choosing a platform for your business, it’s easy to get caught up in tools and features.

But the best choice starts with a clear understanding of your own business needs. Your goals, resources, and product type should dictate the platform—not the other way around.

This section will help you think through the critical factors you need to evaluate before making a decision.

What Are You Selling?

Not all digital products are created equal, and the platform you choose can significantly influence your success. Whether you’re selling templates, courses, services, or memberships, the right platform can make the process smoother and help you reach your target audience more effectively. Here’s a breakdown of the best use cases for various digital products and the platforms that suit them best.

Templates and Graphics

Selling digital templates, graphics, printables or design assets? Marketplaces like Etsy provide a ready-made audience of buyers actively searching for these products. Platforms like Creative Market and Etsy are perfect for creatives who want to focus more on craftsmanship than marketing.

If you already have a dedicated audience, building your own ecommerce store could give you greater control over branding and pricing. Platforms like Shopify or WooCommerce allow you to make your templates the centerpiece without competing against similar products on the same page.

Online Courses

If you’re selling an online course, traditional ecommerce platforms might not be the best fit. Instead, funnels work wonders for high-ticket items like courses. Why? Funnels are designed to guide users from interest to purchase with as little distraction as possible.

Platforms like Thrivecart or Systeme.io set up a streamlined selling flow, starting with an engaging landing page that explains the benefits of your course. From there, users are presented with a clear call to action, an easy checkout process, and often an upsell for related tools or content.

Services

Digital services, such as freelance design work, consulting packages, or copywriting gigs, operate a little differently from products or courses. Here, your platform choice depends on your niche and how you plan to attract clients.

Marketplaces like Fiverr or Upwork work well if you’re offering standard services and want access to a large customer base without spending much time marketing yourself. These platforms make it easy to list your services and connect with buyers, but competition can be fierce, and fees can cut into your earnings.

If you’re looking for more control, an ecommerce platform like Shopify or BigCommerce allows you to showcase your services on your own terms. Create a dedicated portfolio page to highlight your expertise, include glowing reviews, and offer package options for clients to choose from. That way, you’re branding yourself rather than blending into the crowd of other freelancers.

Memberships

Selling memberships is all about creating long-term relationships with your audience. This requires a platform that supports recurring payments, community interaction, and flexible content delivery. Tools like Thrivecart, Systeme.io, and Gumroad are excellent for handling membership-based offerings.

Thrivecart’s membership features let you create different pricing tiers, offer trials, and manage a steady flow of payments effortlessly. Similarly, Systeme.io provides an all-in-one solution that includes email marketing and landing page creation, perfect for nurturing your members and keeping them engaged.

Gumroad works if you’re looking for something simple yet effective to manage members.

Your product type plays a huge role in narrowing your options. The goal is to choose a platform that complements the way customers will consume what you’re offering.

Beginner or Experienced?

Your technical skills and level of experience can limit—or expand—your choices. If you’re a beginner with little technical knowledge, it’s better to keep things simple. Platforms like Gumroad, Etsy, or Thrivecart are beginner-friendly and don’t require you to dive deep into customization or integrations.

On the other hand, if you’re more experienced and want complete control, ecommerce platforms like Shopify and WooCommerce allow for significant customization. These options are ideal if you’re comfortable handling themes, plug-ins, or even hiring occasional developer help.

Think realistically about your willingness to manage the setup process. Do you want a platform that works out of the box with minimal tweaking? Or are you fine investing time to build something more advanced?

How Much Effort Are You Ready to Invest?

Time is one of the most valuable resources in any business. Some platforms focus on convenience, while others require significant effort to get everything up and running.

• If you’re looking to get started quickly and don’t want to spend weeks building a storefront, marketplaces are a smart choice. They allow you to list your products and start generating sales in hours.
• For sellers focused on long-term growth and branding, ecommerce platforms take more time to set up but give you ultimate control over your business.
• Sales funnels, on the other hand, hit a middle ground. They’re typically less complex than ecommerce stores but still require time to fine-tune the buyer journey and optimize for conversions.

Consider how much time you can commit upfront, and also how much ongoing maintenance you’re ready to handle. Staying realistic about your time will keep you from feeling overwhelmed later.

What Are Your 6-Month Business Goals?

Do you want to test the waters with digital selling, or are you building something you plan to scale? Your goals for the next six months should heavily influence your decision.

• Testing a product idea: Marketplaces like Etsy or Creative Market work well if you’re unsure how your product will perform. They give you quick exposure to an existing audience.
• Building your brand: If creating a loyal customer base and growing your online presence is a top priority, ecommerce platforms offer the tools you need to create a memorable and professional shopping experience.
• Maximizing conversions for a single product: Funnels are perfect if you’re laser-focused on selling a specific product and want to maximize every lead or visitor.
• Simplicity with options to scale: Combination platforms give you simplicity now with features you can adapt to as your business grows. They work well for creators looking for flexibility without heavy commitment.

By identifying your short-term objectives, you can avoid over-committing to a platform that doesn’t fit your immediate needs, or underestimating one that could support long-term growth.

Budget Considerations: Free vs. Paid Tools

Cost is always a factor, especially for new sellers. Before choosing a platform, set a clear budget that aligns with your revenue goals.

Marketplaces often have low entry barriers, with fees tied to sales rather than monthly subscriptions. Gumroad is another affordable choice, with some features available for free.

Thrivecart’s one-time payment plan is a great middle ground if you’d rather invest once and skip ongoing fees.

Remember, the cheapest option isn’t always the best. Consider what features you’ll need in the future, and don’t be afraid to invest in a platform that supports your ambitions.

So, which is the best platform for digital products?

Ultimately, the key to selecting the right digital product platform is finding the one most aligned to your business needs, skill level, and future goals.

The path to selling digital products doesn’t have to feel overwhelming. Start with what aligns best with your needs today while leaving room to grow. The platform you choose is a tool to support your business—not define it. Make the choice, take action, and watch your vision come to life.