Quick answer: The best things to sell online are products you can source reliably, that UK shoppers already search for, and that still leave money after fees, postage, returns and tax. For most beginners that means digital products (templates, printables), your own unwanted items on eBay, handmade or personalised goods on Etsy, or original designs through print on demand. No product is guaranteed to sell, so test small before you spend.
Last verified: 10 November 2026. Fees and rules change, so check the official pages linked in this guide before you list.
| Your situation | A sensible place to start | Main catch |
|---|---|---|
| Almost no money | Sell things you already own on eBay as a private seller | Only genuine personal items. Buying stock to resell counts as trading |
| Creative or design skills | Digital downloads such as planners, templates and printables | Copyright and licensing, and plenty of competition |
| Craft skills | Handmade or personalised gifts on Etsy | Your time is the biggest cost |
| Can design, can’t make | Print on demand with your own original designs | Thin margins and quality control |
| Can spend a little on stock | Vintage or second-hand resale | Sourcing time, condition and authenticity |
Choosing the product matters more than most people expect. A popular product with high fees, costly postage or lots of returns can lose you money, while a quiet product with a loyal buyer base can pay well. This guide shows you how to choose, test and cost a product, where to sell it in the UK, and which rules to check first.
The market is real. The Office for National Statistics (ONS) says 28.8% of Great Britain retail sales were made online in September 2026, up from 19.1% in September 2019 (ONS). Demand is there, but so are many sellers, so a clear method beats guesswork.
In this guide
- How to choose the best things to sell online
- How to check product demand
- High demand, low competition
- Product types to consider
- Which products can be profitable
- How much it costs to sell online
- Best platforms to sell on
- Best things to sell for beginners
- Step-by-step start guide
- Rules and products you cannot sell
- UK tax, VAT and customer rights
- Common mistakes
- Product validation checklist
- FAQs
1. How to Choose the Best Things to Sell Online
Run every idea through the checks below before you buy stock or spend time on listings.
Understand Your Budget and Starting Costs
Decide how much you can afford to lose. Digital products and second-hand items cost little to start. Private-label products need samples, stock and shipping to your door.
Choose Products People Actually Need
Products that solve a problem or fit a regular occasion, such as birthdays, weddings, pets or home organisation, are easier to explain and easier to sell. Items bought again and again give you repeat customers.
Check Product Demand and Competition
Use the methods in sections 2 and 3 to see whether people search for the product and who you would be up against.
Consider Profit Margins and Selling Fees
Work out profit on paper first. Section 6 shows how, with a worked example.
Look at Shipping, Storage and Returns
Small, light and sturdy items are cheaper to post and less likely to break. Bulky, fragile or size-dependent items (such as clothing) cost more to ship and are more likely to come back.
Choose Products You Understand or Have Experience With
You will write better listings, spot poor quality sooner and answer customer questions faster if you know the product.
Check Product Safety and Legal Requirements
Some products, such as cosmetics, toys and electricals, carry extra UK rules. Check these before you choose, not after. See section 10.
2. How to Check Product Demand Before Selling Online
Check demand before you spend money. No single tool proves that a product will sell, so use several signals together.
Use Google Trends to Check Search Interest
Google Trends shows how interest in a search term changes over time. Follow these steps:
- Type your product into the search box.
- Set the location to United Kingdom.
- Set the time range to Past 5 years or longer.
- Add up to five related terms to compare them. Google explains the options in its Trends help page.
- Read the shape of the line, not just the height.
The numbers run from 0 to 100, and 100 is the busiest point for the terms, place and dates you chose. They are relative, not search counts. A steady line or a line with the same peak each year (such as Christmas or summer) points to seasonal or sustained demand. One sharp peak that falls away points to a short-term spike.
Research Marketplace Search Suggestions
Type your product into the search bar on Etsy, eBay and Amazon UK and note the suggestions that appear. These show what shoppers actually type. They do not show how many people buy.
Check Sold Listings and Actual Marketplace Activity
On eBay, filter your search to Sold items to see what buyers really paid and how often. On Etsy, look at how many sales competing shops have made. Sold data is a stronger signal than search interest, but it is incomplete.
Study Customer Reviews and Competitor Listings
Read the three-star and four-star reviews of competitors. They often show what buyers wish was better. Remember that reviews build up over years, so they tell you about past demand, not today’s.
Use Product Research Tools Carefully
Tools that estimate sales or search volume are useful for ideas, but the figures are estimates and the tools often disagree. If you want keyword data, our guide to Semrush alternatives compares several options. Treat any number as a guide and check it against sold listings.
Understand the Difference Between Search Interest and Actual Sales
| Signal | What it shows | What it cannot show |
|---|---|---|
| Google Trends | Relative interest over time in the UK | Sales, profit or who is buying |
| Marketplace search suggestions | What shoppers type | How many buy, or how fierce competition is |
| Sold listings | Items that really sold, and at what price | Future demand or your profit |
| Reviews | Past buyer experience and complaints | Current demand or return rates |
| Paid tool estimates | A rough idea of volume | Real sales. The method is often unclear |
3. How to Find High-Demand Products With Low Competition
What Does Low Competition Actually Mean?
It means few sellers are meeting a need that many shoppers have. It does not simply mean a low number of listings. We did not find a public, dated study that measures marketplace crowding or seller outcomes, so be careful with any website that promises “low competition” products.
Check the Number of Competing Sellers
Search your product on your chosen marketplace and count how many different shops appear on the first two pages. Many listings from a few big shops is a different picture from many small shops.
Compare Product Prices and Customer Reviews
A wide price range can leave room for a premium product. Many sellers with hundreds of reviews each is a sign that new shops will find it hard to be seen.
Look for Products With Unmet Customer Needs
Look for repeated complaints in reviews, such as poor sizing, weak packaging or a missing option. A better version, a clearer listing or a useful bundle can win sales in a busy market.
Why a Low Listing Count Does Not Guarantee Success
Few listings can mean few buyers. Always pair the listing count with a demand signal, such as steady Google Trends interest in the UK or sold items on eBay.
4. Best Things to Sell Online: Different Product Types to Consider
These are product types to research, not guaranteed bestsellers.
Digital Products
These include ebooks and guides, printable planners and calendars, templates, online courses and digital art. There is no stock or postage, but you must own the rights to everything you sell. If you sell from your own site, a cart tool can take payment and deliver files, and our ThriveCart review covers one option for digital products.
Handmade Products
Handmade jewellery, home décor, crafts, personalised gifts and accessories all fit here. Etsy is the natural home, and its rules say every item must be made, designed, handpicked or sourced by you. See the Etsy guide to what you can sell.
Vintage and Second-Hand Products
Vintage clothing, second-hand furniture, collectables, pre-owned books and vintage home décor are popular. On Etsy, an item counts as vintage only if it is at least 20 years old. Condition, photos and honest descriptions matter most.
Print-on-Demand Products
Custom T-shirts, hoodies, mugs, posters and bags are printed and posted by a partner only when someone orders. You need original designs. Etsy asks you to name the production partner in your listings.
Dropshipping Products
Home, phone, kitchen, lifestyle and pet accessories are common here. A supplier posts the item straight to the customer. Dropshipping does not remove risk. It moves the risk into supplier reliability, long delivery times, product quality and customer complaints. Etsy does not allow reselling mass-produced items, so most dropshipping goes through eBay, TikTok Shop or your own store.
Private-Label Products
Branded personal care, home essentials, fashion accessories and lifestyle products are made by a manufacturer with your branding. You control the brand, but you carry the costs of manufacturing, stock, branding and compliance, and you must check that the product is legal to sell in the UK.
5. Which Products Can Be Profitable to Sell Online?
Profit depends on your costs, not on how popular a product is.
Products With Repeat Purchase Potential
Consumables, refills and gifts for regular occasions bring buyers back without new advertising.
Digital Products With Low Fulfilment Costs
Once created, a file can be sold many times with no stock or postage. The cost is your creation time and platform fees.
Personalised Products With Added Value
A name, date or custom design lets you charge more than for a plain product, because buyers cannot get the same item elsewhere.
Products That Are Easy and Affordable to Ship
Letter-sized and lightweight items keep postage low. High postage eats the margin or pushes buyers away.
Products With Reliable Suppliers
Late deliveries and poor quality lead to refunds, bad reviews and chargebacks. Order samples before you list.
Why High Sales Do Not Always Mean High Profit
A product that sells fast at a thin margin can lose money once advertising and returns are added. Judge a product by profit per order, not by number of orders.
| Product type | Main advantage | Main challenge |
|---|---|---|
| Digital products | No physical inventory | Copyright and licensing |
| Handmade products | Unique designs | Labour costs |
| Resale products | Flexible sourcing | Authenticity and condition |
| Print on demand | No bulk inventory | Printing and shipping costs |
| Dropshipping | Lower upfront inventory | Supplier reliability |
| Private label | Brand control | Higher starting investment |
6. How Much Does It Cost to Sell Products Online?
Many sellers only count the product cost. These are the costs that decide your real profit. Platform fee rates are in section 7.
Product Purchasing or Manufacturing Costs
The price you pay for stock, materials or production, including samples and your own time if you make the item.
Marketplace Listing and Transaction Fees
Charged by the platform when you list or sell. Rates differ by platform and seller type (see section 7).
Payment Processing Fees
Some platforms include these in their main fee (eBay UK does). Others charge them separately (Etsy and your own store).
Shipping and Packaging Costs
Postage, boxes, labels and protective materials. Free postage for the buyer still costs you.
Advertising and Marketing Expenses
Marketplace ads, social media promotion or search ads. For wider benchmarks, see our marketing statistics page.
Returns, Refunds and Customer Support Costs
A refunded order can mean lost postage, lost stock and lost fees. Plan for a return rate, even a small one.
Taxes and Currency Conversion Fees
Income tax on profits if you are trading, VAT if you pass the threshold, and currency conversion fees on sales in other currencies (Etsy charges 2.5% where currencies differ).
How to Calculate Your Actual Profit Margin
Use this simple formula for each product:
Profit per order = selling price − product cost − postage and packaging − platform and payment fees − advertising − expected returns.
Here is an illustrative example for a £30 item on Etsy UK, with free postage for the buyer, no advertising and no returns:
| Item | Amount |
|---|---|
| Selling price | £30.00 |
| Product cost | £10.00 |
| Postage and packaging | £4.00 |
| Listing fee | £0.15 |
| Transaction fee (6.5%) | £1.95 |
| Payment processing (4% + £0.20) | £1.40 |
| Regulatory operating fee (0.48%) | £0.14 |
| Left before ads, returns and tax | £12.36 |
Returns change the picture quickly. In the worst case below, each returned order is refunded in full and the item cannot be resold.
7. Best Platforms to Sell Products Online
Each platform suits different products. Fees below were checked on 10 November 2026 and change from time to time.
Selling on Etsy
- Suitable products: handmade, personalised, vintage (20+ years), craft supplies and your own original designs, including digital downloads.
- Rules: reselling mass-produced items is not allowed, and you must name any production partner.
- Payments: Etsy Payments takes the card payment and pays you out.
| Etsy UK fee | Rate |
|---|---|
| Listing fee (four months or until sold) | £0.15 (billed as $0.20, so it moves with the exchange rate) |
| Transaction fee | 6.5% of the sale price, including postage you charge |
| Payment processing | 4% + £0.20 per sale |
| Regulatory operating fee | 0.48% (raised from 0.32% in June 2026, according to seller-finance guides) |
| Offsite Ads (if the sale comes from them) | 15%. May become required based on your sales over 12 months |
| Currency conversion | 2.5% if your shop and payment account currencies differ |
Selling on eBay
eBay UK treats private and business sellers differently. Private sellers pay no final value fee or regulatory fee when items sell, get 300 free listings a month (400 with an eBay Shop) and pay 35p for each extra listing (eBay UK private seller fees). That makes it the lowest-cost way to sell your own unwanted items.
Business sellers pay a final value fee on the whole sale (item, postage and taxes), a per-order fee of 30p on orders of £10 or less and 40p above £10, and a 0.35% regulatory operating fee. Payment processing is included. The final value fee varies by category (eBay UK business seller fees).
If you sell abroad without eBay International Shipping, an international fee applies: 1.05% for the Eurozone and Northern Europe, 1.8% for the US and Canada, and 2.0% elsewhere. eBay can also end listings that break its prohibited and restricted items policy, so read it before you list.
Selling on TikTok Shop
TikTok Shop lets you sell through short videos, LIVE streams and a product showcase, and creators can promote your products for a commission you set. Check that your country and business type are supported in TikTok Shop Seller Centre, because availability and sign-up rules are set market by market.
- Platform commission: the UK base commission rose from 5% to 9% in September 2024, according to Retail Week. It can vary by category, so check Seller Centre for the current rate.
- Creator commission: optional and set by you. Seller guides report 10% to 20% as common.
- Content: video drives sales, so learn the best time to post on TikTok and see how big the audience is in our social media statistics guide.
Selling Through Your Own Online Store
Your own store gives you control over branding and customer data, and no marketplace commission. In return you pay for the platform plan, domain, payment fees and all your own marketing, and no shoppers arrive on their own. Our guide to the best ecommerce platforms compares the main options, and builder discounts such as the Wix promo code can lower the first-year cost. Visual products can also find buyers through Pinterest, and our Pinterest monthly active users page shows the audience size.
| Etsy | eBay | TikTok Shop | Own store | |
|---|---|---|---|---|
| Best for | Handmade, vintage, digital | Second-hand, collectables, wide range | Video-friendly, impulse products | Brand building |
| Main UK fees | £0.15 listing, 6.5%, 4% + 20p, 0.48% | Private: none. Business: 9.9% to 14.9% + 30p or 40p + 0.35% | 9% base commission (check category) | Plan + payment fees |
| Traffic | Built in | Built in | Built in, content-led | You must create it |
| Main catch | Originality rules, fees add up | Business fees by category | Needs regular video and creators | Marketing cost |
8. Best Things to Sell Online for Beginners
Best Things to Sell Online With a Small Budget
Digital products, print on demand and small batches of handmade items need little cash. Test one product before you add more.
Best Things to Sell Online With No Money
Selling things you already own on eBay as a private seller is the closest thing to a free start, since you pay no final value fee. Selling is rarely completely free, though. Your time, postage and packaging still cost something, and fees apply once you list more than 300 items a month.
Best Things to Sell Online for Students
Choose something that fits around study, such as digital templates, study notes you created yourself, or unwanted textbooks and gadgets. Keep records, because the £1,000 trading allowance covers all your trading income together.
Best Things to Sell Online From Home
Handmade goods, personalised gifts, digital products and second-hand items all work from a spare room or table. Check any rules for your home, such as space for stock and postage collection.
Digital Products vs Physical Products for Beginners
Digital products have no postage or stock, but you need skill to create something people want and copyright to protect it. Physical products give you something to show, but need storage, packing and returns handling.
How to Start Small Without Buying Too Much Inventory
Order samples, list a few units, or use print on demand. Reorder only when you have real sales to learn from.
9. How to Start Selling Products Online Step by Step
Step 1: Choose a Product Category
Pick a category you understand and can afford to test.
Step 2: Research Your Target Customers
Decide who buys it, why and where they shop.
Step 3: Validate Product Demand
Use Google Trends (United Kingdom), marketplace suggestions and sold listings.
Step 4: Check Competitor Prices
Note the price range, postage charges and review counts.
Step 5: Calculate Your Total Costs
Use the profit formula in section 6 before you commit.
Step 6: Find a Reliable Supplier or Create Your Product
Order samples and confirm delivery times and quality.
Step 7: Choose the Right Selling Platform
Match the product to the platform rules and fees in section 7.
Step 8: Create Product Listings and Images
Use clear photos of the real product, accurate descriptions and honest sizes.
Step 9: Set Your Prices
Price to cover all costs and leave a margin, not just to match the cheapest seller.
Step 10: Promote Your Products and Track Results
Track views, sales, returns and profit per order, then adjust.
10. Important Rules and Products You Cannot Sell Online
Marketplace policies and UK law both apply. Check them before you list, because a product that is allowed in one place may be restricted in another.
Restricted and Prohibited Products
These categories often have extra rules. This does not mean every item is banned.
| Category | Why extra rules apply | What to check |
|---|---|---|
| Cosmetics and skincare | Safety and labelling rules | A UK-based Responsible Person, notification through the government’s SCPN service and correct labels |
| Food and supplements | Food safety, labelling and health claims | Registration of your food business with your local council and labelling rules |
| Electronics | Electrical safety | Required safety marking and safe chargers and plugs |
| Toys and children’s products | Higher safety standards | Safety marking, age warnings and testing |
| Textiles | Labelling rules | Fibre content labels and any safety rules for children’s items |
| Hazardous materials | Safety and postage rules | Marketplace bans and carrier restrictions |
| Prescription products | Regulated medicines | Do not sell on general marketplaces |
Product Safety and Labelling Requirements
Most consumer products sold in the UK must be safe under the General Product Safety Regulations 2005, with extra rules for sectors such as toys, cosmetics and electricals. The law is changing. The Product Regulation and Metrology Act received Royal Assent in July 2025 (see GOV.UK product safety policy), and the government has consulted on stronger duties for online marketplaces. Check GOV.UK for the current position.
Copyright and Trademark Issues
Do not use brand names, logos, cartoon characters, film or TV artwork, or sports team badges unless you have a licence. This applies to print on demand and fan art too. Platforms remove listings and can close shops.
Why You Should Avoid Counterfeit Products
Counterfeits break the law, put buyers at risk and lead to permanent bans. Buy stock only from suppliers you can check.
Marketplace Prohibited-Item Policies
Read the live prohibited items policy on eBay UK and the Etsy rules on what you can sell before you list. Typical restricted examples across marketplaces include firearms, prescription medicines, live animals and hazardous materials. Do not treat any list as complete.
11. Selling Products Online in the UK: Tax, VAT and Customer Rights
Trading Allowance and HMRC
If you buy items to resell or make items to sell, HMRC is likely to see that as trading. Selling your own unwanted items without trying to make a profit is generally not trading. The £1,000 trading allowance means you do not need to register or report if your gross trading income from all sources is £1,000 or less in a tax year. Above that, you must register for Self Assessment, and you can either deduct the allowance or your real expenses. Keep records either way.
Platform Reporting to HMRC
Platforms such as eBay and Etsy must collect seller details and report them to HMRC. Under the digital platform reporting rules, sellers who receive €2,000 or less (about £1,700) for fewer than 30 sales of goods in a year are exempt from reporting. Being reported is not the same as owing tax. What matters is whether you are trading and how much you earn.
VAT
You must register for VAT once your taxable turnover goes above £90,000. You can also register voluntarily below that. VAT on marketplace fees is a separate matter, so check your fee statements.
Consumer Rights and Returns
Under the GOV.UK online and distance selling rules, customers generally have 14 days from delivery to cancel an order without giving a reason. You must give clear information before the order, including your business details, the total price, delivery costs and cancellation terms, and deliver within 30 days unless you agree otherwise. Downloads and streaming follow different rules.
Earnings Claims in Your Advertising
If you advertise how much money people can make, the Advertising Standards Authority (ASA) requires evidence that the claim is typical. See its guidance on misleading advertising. Avoid promises of easy or guaranteed income.
Selling Abroad
Postage, customs duty and VAT rules change by country. Check the destination’s rules and the platform’s international fees before you offer worldwide delivery.
This is general information, not legal or tax advice. Speak to an accountant or check GOV.UK for your situation.
12. Common Mistakes to Avoid When Selling Online
Choosing Products Only Because They Are Trending
A trend can end before your stock arrives. Check five years of data.
Ignoring Marketplace and Payment Fees
Fees of 10% to 15% or more can wipe out a small margin.
Copying Competitors’ Products and Designs
Copying can breach copyright and gives buyers no reason to pick you.
Buying Too Much Inventory Before Testing Demand
Order a small batch first.
Working With Unreliable Suppliers
Late or poor products cause refunds and bad reviews.
Ignoring Returns and Customer Complaints
Complaints show you what to fix, and returns need a budget.
Believing Guaranteed Income Claims
No product or course can promise sales. The ASA expects typical earnings claims to be backed by evidence.
Confusing Revenue With Actual Profit
Revenue is what customers pay. Profit is what remains after every cost.
13. How to Validate a Product Before Listing It
- Find a dated demand source, such as Google Trends.
- Check demand in the United Kingdom, not worldwide.
- Compare multi-year search interest to spot spikes.
- Research marketplace listings and search suggestions.
- Check sold-listing data where it is available.
- Compare competitor prices and reviews.
- Calculate all product and selling costs.
- Check platform restrictions.
- Check copyright and trademark risks.
- Verify supplier quality and delivery times.
- Review returns and refund requirements.
- Test the product on a small scale.
14. Frequently Asked Questions About the Best Things to Sell Online
What Are the Best Things to Sell Online?
There is no single best product. Digital products, handmade or personalised items, second-hand goods and print on demand are good starting points because they need little stock. Pick one that fits your skills and budget, then test demand.
What Is the Most Profitable Product to Sell Online?
No product is profitable for everyone. Profit depends on your margin after fees, postage, returns and advertising, not on popularity. Digital products avoid stock costs but take time to create.
What Sells the Most Online?
It changes by month and category. The ONS publishes the online share of sales by sector in its internet sales datasets, but a big category is not automatically a profitable one.
What Are the Best Things to Sell Online for Beginners?
Items you already own, digital downloads, simple handmade goods and print on demand are low-cost ways to learn. Avoid big stock orders at the start.
What Can I Sell Online With No Money?
Your own unwanted items on eBay as a private seller is the closest option. You pay no final value fee, but you still pay with your time and postage.
What Are the Best Products to Sell From Home?
Digital products, handmade goods, personalised gifts and second-hand items work well from home. Check you have space to store and pack them.
How Do I Find Products That Are in High Demand?
Check five years of Google Trends data for the United Kingdom, marketplace search suggestions and eBay sold listings. Use at least two signals.
How Can I Find Products With Low Competition?
Look for unmet needs in competitor reviews and niche products with steady searches but few strong sellers. A low listing count alone proves nothing.
Is Selling Online Profitable?
It can be, but results vary and there is no guaranteed income. We did not find a reliable public figure for how many new sellers make a profit.
Which Online Selling Platform Has the Lowest Fees?
For private sellers on eBay UK, there are no selling fees on most items. For businesses, compare the totals in section 7, because Etsy adds payment fees on top of its 6.5% fee while eBay includes them.
Do I Need a Business Licence to Sell Online?
You do not usually need a licence to sell most goods online in the UK. You may need to register with HMRC if you are trading, and some products, such as food and cosmetics, have extra rules.
Do I Need to Register for VAT to Sell Products Online?
Only if your taxable turnover goes above £90,000, though you can register earlier if you choose.
Is Dropshipping a Good Way to Start Selling Online?
It has a low start-up cost, but you depend on suppliers for quality and delivery times, and complaints land on you. Order samples and check delivery times first.
How Long Does It Take to Get Your First Online Sale?
This is not publicly confirmed. It depends on the product, price, photos and where you list it.
Can I Sell Digital Products Without Inventory?
Yes, because there is no stock to hold. You still need the rights to what you sell, and refund rules for downloads differ from physical goods.
Final Thoughts: How to Choose the Right Products to Sell Online
Start with demand evidence, then work out every cost before you buy anything. Test on a small scale and keep what the numbers support. No product guarantees sales or profit, so choose based on what your customers need, what you can afford and what you can deliver well.
Research Methodology, Sources and Update History
Fees, rates and rules were checked against official pages on 10 November 2026. Worked examples are labelled illustrative. Where a figure came from a seller-finance guide or news report rather than an official page, the text says so. This article is general information, not financial, legal or tax advice.
- ONS: Retail sales, Great Britain, September 2026
- Etsy UK: selling and fees
- Etsy Help: What can I sell on Etsy?
- eBay UK: fees for business sellers
- eBay UK: fees for private sellers
- Retail Week: TikTok Shop UK seller fees
- GOV.UK: Tax-free allowances on property and trading income
- GOV.UK: Reporting rules for digital platforms
- GOV.UK: VAT registration thresholds
- GOV.UK: Online and distance selling
- GOV.UK: Product safety policy and legislation
- Google Trends Help: Compare search terms
- ASA: Misleading advertising
| Date | Update |
|---|---|
| 10 November 2026 | Article published. All fees and rules verified. |