First-party seller

In the context of an online marketplace, a first-party (1P) seller, also known as direct seller, is the owner or operator of the marketplace that sells its own products on the platform. As a first-party seller it is also possible to sell your own products to a well-known marketplace, like Amazon, eBay, Etsy or Alibaba. Those marketplaces have a larger number of consumers giving especially new sellers the possibility to offer their products a larger audience. This is in contrast to a third-party seller, which is a business entity that uses the platform to sell its products but does not own or operate the marketplace.

Back to