Why Fees Matter for Profitability
Selling platform fees are one of the largest variable costs any UK reseller faces. On a £50 item, the difference between a 5% fee and a 15% fee is £5 - and across hundreds or thousands of sales per year, that difference compounds into thousands of pounds of lost (or saved) profit.
For sellers operating under the VAT Margin Scheme, fee management is even more critical. Because you’re already paying VAT on your profit margin when selling eligible second-hand goods, antiques, or collectibles, every additional percentage point of platform fees directly erodes the margin you have left. A 2% saving on platform fees can be the difference between a viable line of stock and an unprofitable one.
But fees aren’t just about the headline percentage. Each platform bundles costs differently - some include payment processing, others charge it separately. Some apply per-order flat fees, monthly subscriptions, or regulatory surcharges. Comparing them accurately requires looking at the total cost of each sale, not just the number in the marketing material.
This guide does exactly that. We compare the five most popular selling platforms for UK sellers in 2026: eBay, Amazon, Etsy, Facebook Marketplace, and Vinted. For each, we break down every fee component, then show you the real cost of selling a £100 item so you can make informed decisions about where to list your stock.
Platform Overview
Each platform has a distinct fee model. Here’s a quick summary of how they work before we get into the detailed comparison.
eBay
Business & Private SellersFinal Value Fee
6.9% - 14.9%
Varies across 33 categories
Additional Charges
£0.30/£0.40 per-order fee
0.35% regulatory operating fee
20% VAT on all fees
Amazon
Professional & Individual PlansReferral Fee
7% - 20%
Varies across ~20 categories
Additional Charges
£0.75/item fee on Individual plan
£25/month Professional subscription
FBA fees if using fulfilment
Etsy
Handmade, Vintage & Craft SuppliesTransaction Fee
~10.82% + £0.20
6.5% transaction + 4% payment + 0.32% regulatory
Additional Charges
£0.16 listing fee per item (4 months)
£0.20 flat payment processing fee
Optional Etsy Plus: £7.40/month
Facebook Marketplace
Local & Shipped SalesSelling Fee
0% - 10%
10% for shipped items, 0% for local pickup
Additional Charges
No listing fees
No subscription
Payment processing included for shipped items
Vinted
Fashion & HomeSeller Fee
£0
Buyer pays protection fee instead
How It Works
Buyers pay 5% + £0.70 buyer protection fee
Sellers receive 100% of listing price
Optional “bumps” for visibility (paid)
Side-by-Side Fee Comparison
This table compares key fee characteristics across all five platforms. Scroll horizontally on mobile to see the full table.
| Feature | eBay | Amazon | Etsy | Vinted | |
|---|---|---|---|---|---|
| Percentage fee | 6.9%-14.9% | 7%-20% | ~10.82% | 0%-10% | 0% |
| Flat fee per sale | £0.30/£0.40 | £0.75* | £0.20 | - | - |
| Category-specific rates | Yes (33 cats) | Yes (~20 cats) | No | No | N/A |
| Seller level discounts | Yes (−10% TRS) | - | - | - | - |
| VAT on fees (20%) | Yes | Yes | Yes | Yes | N/A |
| Payment processing | Included | Included | Included (4%+£0.20) | Included | Buyer pays |
| Subscription required | No | Optional (£25/mo) | No | No | No |
| Best for | General reselling, collectibles, electronics | New goods, branded products, FBA | Handmade, vintage, craft supplies | Local sales, large items, furniture | Fashion, clothing, shoes |
* Amazon’s £0.75 per-item fee applies only to Individual sellers (no subscription). Professional sellers (£25/month) don’t pay a per-item fee. All platforms charge 20% VAT on their fees for VAT-registered sellers - the VAT is reclaimable if you’re VAT-registered.
Worked Examples: Selling a £100 Item
To make this concrete, let’s calculate the total fees for selling a £100 item on each platform. We’re using the “general” category where applicable, standard seller status, and assuming a business seller (except on Vinted, which doesn’t support business accounts).
eBay (Business, Above Standard)
General category - 10.9% FVF
VAT-registered sellers can reclaim the £2.33 VAT, reducing the effective cost to £11.65.
Amazon (Professional Plan)
“Everything Else” category - 15% referral fee
Individual plan sellers pay £0.75 per item instead of £25/month subscription, making the per-sale total £15.75. VAT of 20% applies on top and is reclaimable for VAT-registered sellers.
Etsy
Standard seller - all categories same rate
Before 20% VAT on fees. VAT-registered sellers can reclaim the VAT component. The listing fee of £0.16 covers a 4-month listing period, regardless of whether the item sells.
Facebook Marketplace (Shipped)
Flat 10% fee on shipped items
Local pickup sales are completely free. The 10% fee applies only when you use Facebook’s shipping and checkout system.
Vinted
Zero seller fees - buyer pays platform fee
Vinted charges the buyer, not the seller. You receive the full £100. However, the buyer pays more than £100 total, which may affect demand and willingness to pay.
Quick Comparison: Total Seller Fees on a £100 Item
eBay figure shown is for non-VAT-registered business sellers in the general category (10.9% FVF). VAT-registered sellers reclaim the £2.33 VAT on fees, bringing the effective cost down to £11.65.
Which Platform Is Cheapest?
Based on pure seller fees, the ranking is clear - but the cheapest platform isn’t always the best platform. Here’s how they stack up, with context.
Vinted - £0 seller fees
Unbeatable on cost. Vinted charges the buyer, not the seller, so you keep 100% of the sale price. The catch: it’s primarily a fashion and homeware platform aimed at casual sellers. There are no business seller accounts, limited categories, and the buyer-side fees can suppress the price buyers are willing to pay. Best for casual sellers clearing wardrobes, not for running a reselling business at scale.
Facebook Marketplace (local) - £0 fees
Completely free for local pickup sales. Ideal for large, heavy, or bulky items where postage costs would be prohibitive anyway - furniture, appliances, large electronics. The downside is minimal seller protection, no structured returns process, and a buyer pool limited to your geographic area. For shipped items, the 10% fee makes it mid-range.
Facebook Marketplace (shipped) / Etsy - £10-£11
Facebook shipped (10%) and Etsy (~10.82% + £0.20) are closely matched. Etsy’s slightly higher cost buys you access to a dedicated vintage and handmade audience, established trust signals, and a proper storefront. If your items fit Etsy’s niche - vintage (20+ years old), handmade, or craft supplies - the audience quality often justifies the premium over Facebook.
eBay - £11.65-£13.98
eBay sits in the middle on headline cost but offers the largest UK buyer audience for second-hand goods, the most category flexibility (33 categories with tailored rates), and a structured seller programme with fee discounts. The 10.9% general rate is competitive, and VAT-registered sellers can reclaim VAT on fees. For volume resellers, the ecosystem - seller levels, promoted listings, international reach - often delivers more profit despite the fees.
Amazon - £15.00+
The most expensive for general goods, but Amazon’s fees buy access to the UK’s largest e-commerce audience and the option to use Fulfilment by Amazon (FBA) for hands-off logistics. For branded new goods with consistent demand, Amazon’s conversion rates can outweigh the higher fee percentage. For second-hand or one-off items, Amazon is rarely cost-effective.
For VAT Margin Scheme sellers: eBay remains the most practical choice for most second-hand goods businesses. It offers the widest category coverage, the largest UK buyer base for used items, and our VAT Margin Calculator integrates directly with eBay’s fee structure. Use Vinted or Facebook as supplementary channels for specific items where they make sense.
5 Tips for Choosing the Right Platform
The cheapest platform isn’t always the most profitable. Here are five considerations beyond headline fees that should influence your decision.
Match the platform to your product
A vintage leather jacket will find the right buyer on Vinted or Etsy far faster than on Amazon. A refurbished laptop will sell for a higher price on eBay than on Facebook Marketplace. Each platform attracts a different buyer demographic - list where your target customer already shops.
Factor in achievable sale price, not just fees
A £100 item on eBay with 14% fees nets you £86. The same item on Facebook Marketplace might only attract £75 offers because buyers expect local-sale discounts - netting you £75 at 0% fees. The higher-fee platform can be more profitable if it delivers a higher sale price.
Consider sell-through rate and time to sell
A platform with higher fees but faster sales means your capital is tied up for less time. If an item sits on Vinted for 3 months but sells on eBay in a week, the faster turnover frees up cash for your next purchase. Time is money, especially for businesses using the Margin Scheme where stock capital matters.
Evaluate seller protection and dispute resolution
Fees partly pay for infrastructure. eBay and Amazon have structured return and dispute processes. Facebook Marketplace offers minimal seller protection for local sales. A single unresolved £200 dispute costs more than years of slightly higher fees. Factor in risk, not just cost.
Use multiple platforms strategically
You don’t have to pick one. Many successful UK resellers cross-list: eBay for the widest reach and best category-specific rates, Vinted for fashion where the zero-fee model works, Facebook for bulky local-only items, and Etsy for genuine vintage pieces. Use our calculator to model the profitability of each item on each platform before listing.
Calculate Your Exact Fees
Stop guessing. Use our free VAT Margin Calculator to see exactly how platform fees, postage costs, and VAT Margin Scheme obligations combine to affect your net profit on every sale. Supports eBay’s full category-by-category fee structure.