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Find The Best Place To Sell Your Jewelry & Grow Your Business

Take a look at several versatile options to sell your jewelry online, whether you sell at a high-volume, create just a few handmade pieces, or something in-between.

    Kate Hoots
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Advertiser Disclosure: Our unbiased reviews and content are supported in part by affiliate partnerships, and we adhere to strict guidelines to preserve editorial integrity.

The jewelry and watch market in the US is worth $78 billion a year. Are you ready to grab your piece of it — or to enlarge your share by starting or expanding online sales?

Just like the jewelry you create or sell, every seller is unique. So there’s no one best place to sell jewelry online. After all, if you’re selling handmade, one-of-a-kind creations, you’ll likely be in search of a different audience and sales strategy than someone reselling vintage pieces. And if your jewelry is mass-produced, you’ll need yet another kind of sales platform.

If you’re wondering how to sell jewelry online, you may be feeling overwhelmed by the different choices. How do you pick the best option when there are so many available? Don’t worry! We’ve taken many considerations into account and researched the best ways for all kinds of sellers to market their jewelry and reach their audiences online.

Use this list to help narrow your choices and choose the right platform to let your business grow.

Learn More About Our Top Picks

CompanyBest ForNext StepsBest For
Square Online

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Best for lower-volume sellers who want a mix of in-person and online sales.
Best for lower-volume sellers who want a mix of in-person and online sales.

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Shopify

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Best for sellers who want access to a robust set of eCommerce tools that will allow them to focus on online sales.
Best for sellers who want access to a robust set of eCommerce tools that will allow them to focus on online sales.

Start Trial

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BigCommerce

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Best for sellers who are looking for a solid platform that can grow with their jewelry business.
Best for sellers who are looking for a solid platform that can grow with their jewelry business.

Start Trial

Read More

Walmart Marketplace

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Best for jewelry sellers with high stock levels and competitive prices.
Best for jewelry sellers with high stock levels and competitive prices.

Visit Site

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Etsy

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Best for creators selling handcrafted jewelry and for resellers of vintage items.
Best for creators selling handcrafted jewelry and for resellers of vintage items.

Visit Site

Read More

Other Featured Options:

  • eBay : Best for those selling vintage, antique, or unique jewelry, or for those selling jewelry in bulk.
  • Amazon Handmade: Best for creators of unique handmade or custom-made jewelry with an established track record.
  • Ecwid: Best for sellers looking for an easy way to add an eCommerce element to an existing sales strategy.
  • Squarespace: Best for creators looking for an easy and inexpensive yet professional, stylish, and functional sales space.

Read more below to learn why we chose these options.

9 Places To Sell Jewelry Online In 2021

Your jewelry business is unique. If you’re ready to sell jewelry online, don’t settle for a one-size-fits-all sales platform that may not fit your products or goals. We’ve listed nine top platforms for different kinds of jewelry sales. Choose the best for your business and start selling jewelry online.

1. Square Online

Square Online



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Best for lower-volume sellers who want a mix of in-person and online sales.

Most everyone knows Square for its POS (point of sale) system that turns a tablet into a cash register and lets customers pay with a credit card. Not everyone knows that Square also offers the opportunity to build an online store, and that’s a shame, because Square Online can be a good option for vendors who want to sell jewelry online to complement their in-person sales. So if you’re already selling your jewelry at local fairs or in a permanent storefront, Square Online offers you a way to build an online presence — and with a generous free plan, Square Online won’t take too big a bite out of your sales. For the full picture, read our unbiased Square Online review. Don’t have time? We’ll give you the highlights.

Screengrab of Square Online store dashboard

First, Square Online stores are built on the framework of the popular website builder Weebly. Second, Weebly’s software is incredibly easy to use, so you can build your store and start selling quickly, with no coding or technical skill required. Finally, and most importantly, many Square Online stores can be free to build and run, if you need only 500MB of storage and don’t mind using Square exclusively to process payments. That means your only expense would be payment processing fees, which at 2.9% + $0.30 per transaction are in line with the industry standard.

Square Online’s Free plan lets you list unlimited products, and you can sync your inventory and orders with Square POS. There are even integrations with Instagram, Facebook, and Pinterest that you can use to reach your friends and fans and generate interest and sales. Paid plans unlock a few more features, with options reasonably priced at $16/month, $29/month, and $79/month.

Pros

  • Free plan available
  • Easy to use
  • In-person selling possible
  • Instant deposits from sales
  • Good customer support

Cons

  • Not suitable for high-volume sales
  • Limited features
  • Payment options limited

Get Started with Square Online

Read our in-depth review

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2. Shopify

Shopify



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Shopify is giving Merchant Maverick users a 14 day free trial + 100% off your first month.

Best for sellers who want access to a robust set of eCommerce tools that will allow them to focus on online sales.

Shopify is one of the top names in eCommerce, and for good reason. It’s definitely one of the most popular shopping cart platforms available. But is it also one of the best places to sell your jewelry online? If you’re a high-volume merchant looking to build your online business, the answer to that question is a definite “Yes.”

If you’re seriously considering using Shopify to sell jewelry online, you probably already have a good idea of what Shopify is and how it works. It’s a fully hosted shopping cart platform, and it comes fully loaded with all the basic eCommerce tools you’ll need, meaning that you can use it to build an online store without any coding or technical skills. Shopify’s main selling point is its ease of use. Close behind that benefit, though, is the platform’s stylish templates, which are some of the best you’ll find without going the custom-built route. Of the more than 100 mobile responsive Shopify themes available, eight are completely free and supported by Shopify. The others will cost a one-time fee of $140-$180 and are supported by their third-party developers. As you search Shopify’s theme store, you can filter your search to narrow it and get to your ideal theme faster.

Although some users may feel that Shopify doesn’t offer the tools they need for advanced eCommerce, beginners and owners of mid-sized stores are likely to be satisfied with the built-in feature set. Any tools you feel are lacking can be added, using the app marketplace. Because Shopify’s plans are priced in line with industry standards, ranging from $29-$299 per month, you might not mind spending a little more to customize your store. There’s even a plan for users who might not be ready for a full online store. You can use Shopify Lite to add a “buy” button to any existing webpage, include your own website or social media site, and it will cost you just $9/month. With its range of price plans and service levels, Shopify can be a good eCommerce solution for users at both ends of the eCommerce spectrum, and everyone in between.

Pros

  • Easy to use
  • Useful integrations
  • Stylish templates
  • Free trial available

Cons

  • Advanced features require add-ons
  • Transaction fees

Get Started with Shopify

Read our in-depth review

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3. BigCommerce

BigCommerce



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Best for sellers who are looking for a solid platform that can grow with their jewelry business.

When you start to sell jewelry online, how big do you hope to see your sales grow — and how quickly? If you’re looking for rapid growth, BigCommerce could be the right choice for your online jewelry business. It’s a fully hosted eCommerce solution, and you can run it from any computer or your Android or iOS device.

With monthly subscription plans priced from $29.95-$299.95 per month, BigCommerce includes additional features at higher-level plans and a credit card processing rate that drops at the same time. All BigCommerce plans include unlimited products, storage, bandwidth, and staff accounts. As your sales increase, you’ll be bumped automatically up to the next service level, with the first increase at $50,000/year taking users from the Standard plan ($29.95) to the Plus plan ($79.95). You can stay at that level until your annual sales top $180k.

You can get a feel for BigCommerce and see how it fits your style by activating the free 15-day trial period. BigCommerce has been described as having a slightly steeper learning curve than similar solutions, such as Shopify, but although it may take just a bit longer to get the hang of it, most users are able to build and open their store without too much trouble. You’ll have plenty of resources available, including a handy to-do checklist that walks you through the first steps. There’s also personal tech support available 24/7, including email, live chat, and phone, no matter which plan you’re on.

Screengrab of BigCommerce admin panel

Pros

  • Free trial
  • Numerous features
  • Scalable
  • Multi-channel functionality built-in
  • Good customer support

Cons

  • Sales caps on plans
  • Moderate learning curve

Get Started with BigCommerce

Read our in-depth review

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4. Walmart Marketplace

Walmart Marketplace



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Best for jewelry sellers with high stock levels and competitive prices.

Walmart is the world’s biggest retail chain, and its online Walmart Marketplace welcomes independent vendors who want to jump on board. If you’re wondering how to sell jewelry online, you may also be asking if there’s a place within Walmart Marketplace for you. After all, Walmart Marketplace has a vast audience, with more than 120 million unique visitors each month. Think for a minute about what kind of market for your jewelry you’d be likely to find there!

Of course, Walmart Marketplace is more than just big. It’s composed of shoppers who come to Walmart for its well-known low prices. That means this platform probably isn’t a good fit for anyone selling handmade custom jewelry or fine pieces. However, if your products can be produced in high enough volume to meet the potential demand, and if you can price them to meet the Walmart shoppers’ expectations, you could be very successful there.

Screengrab of Walmart Marketplace webpage displaying jewelry

Screenshot of Walmart webpage, captured 6/22/2021

The best part about joining Walmart Marketplace is that most of the work is already done for you. You’ll need to apply to join, providing some basic information about your business, including a physical address and a US business tax ID. Once your application is approved, you’ll find it easy to list your jewelry there. You can add your products through Walmart Seller Center by searching for similar products already listed there or by entering each item’s full specs. You can also link your Walmart Seller account with your Shopify store (if you have one) or via another third-party app. You don’t have to build a store or even a web page to sell on Walmart Marketplace. Your items will pop up in customers’ product searches, just like products sold directly from Walmart. Yes, you’ll pay what Walmart calls a “referral” fee — for jewelry that’s 20% of the first $250 and 5% on amounts over $250.

Pros

  • No fees to join
  • Unlimited listings
  • Vast audience
  • Integrations available

Cons

  • Transaction fees
  • Strict shipping and returns policies
  • Heavy competition

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5. Etsy

Etsy



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Best for creators selling handcrafted jewelry and for resellers of vintage items.

Millions of artists and creators have found a home on the online marketplace Etsy, a place created for customers looking for unique and handmade items. Etsy also allows sales of crafting supplies and vintage goods. It can be a great platform for a simple way to sell online, though it has some drawbacks, too. But is Etsy one of the best ways to sell jewelry online? In particular, numerous fees have led some sellers to seek Etsy alternatives that take less of a bit out of overall profits. For many other sellers, Etsy is an easy-to-use eCommerce marketplace with customers already interested in purchasing handcrafted items instead of mass-produced ones.

Screengrab of Etsy jewelry page

Screenshot of Etsy webpage, captured 6/22/2021

Etsy allows users two ways to approach eCommerce: You can list your items on the Etsy marketplace, or you can use Etsy’s Pattern website builder to create a standalone store that links back to the marketplace. Etsy charges users monthly fees of $0/month for the limited Standard marketplace plan to $10/month for the Plus Plan. If you use Pattern, expect to pay an additional $15/month. You can also expect to pay numerous fees, including a listing fee, a 5% transaction fee, a shipping transaction fee, and a payment processing fee. Your account may also include Offsite Ads fees and a few others.

Despite these fees, Etsy has two things in its favor: it’s designed to connect artists and makers with willing buyers, and it’s extremely easy to add products, track inventory, manage orders, and monitor traffic. Etsy even has a built-in shipping solution and payment processing, so you can focus most of your energy on making jewelry and less on selling it. Compared to a platform like Shopify that requires you to build your own store and handle all the marketing on your own, Etsy makes it easy to sell jewelry online. You’ll even find a supportive community of like-minded artists. Ask your questions in one of the active Etsy community forums or join an Etsy Team to work closely with similar sellers. You’ll probably find plenty of tips for selling jewelry online.

Pros

  • Easy to use
  • Free plan
  • Large marketplace
  • Strong user community
  • Emphasis on hand-crafted

Cons

  • Limited design tools
  • Numerous fees
  • Crowded selling field

Read our in-depth review

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6. eBay

eBay



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Best for those selling vintage, antique, or unique jewelry, or for those selling jewelry in bulk.

eBay may have fallen off the top of the online sales charts, but don’t overlook it when you’re thinking about how to sell jewelry online. Net revenue on eBay in 2020 topped $4.1 billion, according to Statista, and jewelry accounts for a small but significant portion of that total. eBay charges seller fees, including an insertion fee when you list an item and a final value fee when it sells. Sellers are allowed to list at least 200 items each month before listing fees kick in. Expect to pay sales fees of 12.85% of the final value on jewelry and watches, with a maximum fee of $750.

That cap means that eBay can be a good place to sell high-value items. Be prepared to offer authentication documentation for high-end pieces, if you have them. While buying and selling jewelry online via eBay can be done safely and successfully, options for fraud abound. Still, you’ll find top brands there, like Pandora, Chanel, Cartier, and Tiffany & Co. Be careful to establish your reputation online by sharing your credentials. Top categories for jewelry on eBay include fine jewelry, vintage and antique jewelry, engagement and wedding jewelry, and men’s jewelry.

Screengrab of eBay jewelry listing page

Screenshot of eBay webpage, captured 9/23/2021

Despite the sales platform’s lingering reputation as an auction site, the majority of sales on eBay are now fixed price, so you don’t have to worry about being locked into selling to the highest bidder. If you’re already selling jewelry online using shopping cart software like Shopify, you may be able to link your online store to eBay to make it even easier to sell on this marketplace.

Pros

  • Lower fees
  • Vast audience
  • Easy to join

Cons

  • Lower fees
  • Reputation barriers

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7. Amazon Handmade

Amazon Handmade



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Best for creators of unique handmade or custom-made jewelry with an established track record.

Within the vast Amazon ecosystem, you’ll find a lesser-known microstore called Amazon Handmade. In some ways, the Amazon Handmade marketplace is similar to Etsy, with some important differences. First, Amazon Handmade is not a standalone site, so shoppers who visit Amazon have to enter “handmade” as a search term if they’re specifically seeking handmade items. Otherwise, Amazon Handmade listings will appear alongside mass-produced jewelry, where they might not appear price-competitive.

However, Amazon Handmade offers an advantage to sellers that Etsy can no longer match reliably. While complaints continue that Etsy allows sellers too much latitude with the definition of handmade, Amazon Handmade’s rules are as strict as the name would imply. Items listed there must be  created, altered, or assembled entirely in a handmade way, and there are limits placed on who can do the making — items must be made by you, or by an employee if you have 20 or fewer people working for you. Hand tools and light machinery are allowed in a home studio or workspace, while mass production using assembly lines or automation are forbidden. Upcycling and repurposing and not allowed, and unlike Esty, vintage items are not included in the marketplace.

Screengrab of Amazon Handmade jewelry for sale

Screenshot of Amazon webpage, captured 6/24/2021

A few exceptions to the rules outlined above exist, so if you’re unsure if your business qualifies, you can learn more by starting the process of applying to be an Amazon Handmade seller. You’ll need to provide detailed information about your creation process and provide images of your jewelry. Amazon does not make any promises about how long you may be waiting after you submit your application, but user reports say it could be anywhere from one to four weeks. If you’re accepted, you can create your own online storefront as well as an Artisan Profile that allows you to tell shoppers the story of who you are as an artist and how you create your unique jewelry. You will also be able to access Prime shipping, something customers like. Expect to pay a referral fee of 15% or $1 per sale, whichever is larger, on each sale you make via Amazon Handmade.

Pros

  • Upfront fees
  • Wide audience
  • Only handmade items allowed
  • Artisan profile

Cons

  • Amazon can influence pricing
  • Contact with customers flows through Amazon

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8. Ecwid

Ecwid



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Best for sellers looking for an easy way to add an eCommerce element to an existing sales strategy.

Not every jewelry maker or seller needs an online store. If you’re already generating interest and sales via in-person events, social media, or an existing website, the solution you need may be as simple as a few lines of code that you can embed into any website and create an avenue for online sales. That’s where Ecwid comes in. Pronounced EK-wid, its name comes from the words “eCommerce widget,” which is a precise description of this shopping cart plugin.

Ecwid takes an early advantage in the price category over other solutions on this list, because you can use Ecwid’s Forever Free plan to list up to 10 products on a simple one-page website with a built-in store and to turn any website into an online store. This free plan includes Apple Pay, unlimited bandwidth, GDPR compliance, $0 transaction fees, and access to POS options including Square, Clover, and Alice. If you want to include more products or develop a more complete store, you can sign up for a plan priced between $15 and $99 per month to gain more features and increase support options.

Screengrab of Ecwid storefront

Screenshot of Ecwid webpage, captured 6/24/2021

Best of all, Ecwid is incredibly easy to use, with a simple control panel that’s a snap to navigate. If you choose a paid plan, you can select a predesigned or custom theme for your store. Users on the free plan are locked into one theme, called Instant Site, which offers limited options for customization. However, because you can use Instant Site’s intuitive editor to make changes in layout, colors, images, typography, and more with no coding required, it remains a good option for makers who need a simple eCommerce option. Not sure Ecwid’s simplicity is a good match for your needs? See how it compares to a more robust solution like Shopify to determine which will best suit your jewelry business.

Pros

  • Free plan
  • Easy to use
  • No technical expertise required

Cons

  • Design limitations
  • Few features on free plan

Get Started with Ecwid

Read our in-depth review

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9. Squarespace

Squarespace



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Best for creators looking for an easy and inexpensive yet professional, stylish, and functional sales space.

Designed with makers in mind, Squarespace is an eCommerce website builder offering a do-it-yourself solution that’s not just functional but also hip, contemporary, artistic, funky — whatever style your jewelry falls into, you probably can build an online store to match using Squarespace.

Screengrab of Squarespace theme options

Screenshot of Squarespace webpage, captured 9/4/2020

With plans ranging from $16 to $46 per month, a Squarespace website can fit into most budgets. If you choose the Basic Commerce plan ($30/month) or higher, you’ll pay no transaction fees; sign up for a lower-priced plan and you’ll pay 3%, which can seem like a bargain rate compared to other platforms’ double-digit fees. The plans come with tiered benefits, so the higher level you sign up for, the more features you can access. The Basic Commerce plan includes nice-to-have features like eCommerce analytics, customer accounts, an Instagram integration, and more.

Squarespace is known as an easy-to-use platform. You won’t need any coding skills to create your online store. Although the templates are not as customizable as other platforms, it’s easy to adjust, edit, and rearrange your site’s sections and elements. Your store will include blogging capability, allowing you to tell the story of each piece of jewelry you create and to connect with customers.

Pros

  • Free trial
  • 24/7 support
  • Affordable
  • Unlimited bandwidth and storage

Cons

  • Customization limitations
  • Must choose higher-level plan for eCommerce
  • Inconsistent customer service

Get Started with Squarespace

Read our in-depth review

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Looking For One Of These Names?

Many sellers find success selling jewelry via social media channels like Facebook, Instagram, and Pinterest. For this rundown of the best places to sell jewelry online, we have left social media off the list. If you’re interested in selling jewelry on social media sites, we are interested in hearing your success stories as well as the challenges you have found there. Leave us a comment below!

And, if you are considering social media sales as part of your sales plan, make sure you have a smart strategy. Read our guide to best practices for social media marketing.

Finding The Best Place To Sell Jewelry For Your Goals

Adding online sales to your jewelry business is an easy decision. Choosing the right method is a little harder. Depending on the type of business you are running, what kinds of jewelry you are selling, and what your sales goals are, this list of nine strong contenders will give you the information you need to further your plans.

If nothing on this list satisfies you, you might want to take an unconventional approach. Especially if you are simply trying to turn an enjoyable side hustle into a steady cash stream, you may be able to use a selling app without a standalone online store to reach your customers and build your sales.

Whatever approach you take to selling your jewelry online, good luck!

FAQS: Selling Jewelry Online

What site has the lowest fees to sell jewelry online?

Fees for selling can vary widely and can reach the double digits. But if you use a platform like Square Online or Ecwid for online jewelry sales, you could pay nothing beyond a standard payment processing fee, as long as you’re satisfied with the terms of the available free plan.

What is the best site to sell jewelry online?

Choosing the best site for your online jewelry business is a personal decision that depends on your product, your sales goals, and how much money you’re able to spend on building your online store (plus fees). Square Online, Ecwid, and Squarespace can be good low-budget options. If you’re selling high-end products, eBay or Amazon Handmade may be good homes for your store. Read our list of the best sites for more information on the best platform for you.

How can I sell high-end jewelry?

You can find listings for many top jewelry brands online on eBay, such as Cartier, Tiffany, and Pandora. If you’re selling high-end jewelry (or sets of costume jewelry) you will be in good company when you sell on eBay.

Where is the best place to sell handmade jewelry?

If you’re selling handmade jewelry exclusively, start your search for an online sales platform by looking at Etsy and Amazon Handmade. Each focuses on handmade items. Be sure you understand each site’s different definition of handmade, and look into the fee structure of each.

In Summary: 9 Places To Sell Jewelry Online In 2021

  1. Square Online: Best for lower-volume sellers who want a mix of in-person and online sales.
  2. Shopify: Best for sellers who want access to a robust set of eCommerce tools that will allow them to focus on online sales.
  3. BigCommerce: Best for sellers who are looking for a solid platform that can grow with their jewelry business.
  4. Walmart Marketplace: Best for jewelry sellers with high stock levels and competitive prices.
  5. Etsy: Best for creators selling handcrafted jewelry and for resellers of vintage items.
  6. eBay : Best for those selling vintage, antique, or unique jewelry, or for those selling jewelry in bulk.
  7. Amazon Handmade: Best for creators of unique handmade or custom-made jewelry with an established track record.
  8. Ecwid: Best for sellers looking for an easy way to add an eCommerce element to an existing sales strategy.
  9. Squarespace: Best for creators looking for an easy and inexpensive yet professional, stylish, and functional sales space.
Kate Hoots

Kate Hoots

Expert Analyst & Reviewer at Merchant Maverick
An expert in online sales, Kate Hoots has been writing about small business eCommerce since 2020. A former journalist for the West Linn Tidings and the Wilsonville Spokesman, Kate boasts wide experience in business leadership and communication. She has a degee in English Literature from Lewis & Clark College.
Kate Hoots
View Kate Hoots's professional experience on LinkedIn.
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