When it’s time to sell your website, choosing the right channel can significantly influence your earnings, timeline, and overall experience. The decision typically comes down to using a public website brokerage platform or exploring a private, off-market deal. Each method brings benefits and challenges that every seller should understand before moving.
This guide breaks down the pros and cons of public and private website brokerages, gives examples of top platforms like Flippa and Empire Flippers, and helps you decide which approach best aligns with your goals.
Selling an online business is a complex process that involves more than just listing a website for sale. It requires careful planning, valuation, finding the right buyer, and managing legal and financial details to ensure a successful transaction. Whether selling a small content site , an Amazon FBA store , or a growing SaaS business , knowing how to approach the sale can help maximize your returns and reduce risks.
Choosing the right sales channel is one of the most important decisions you’ll face. This leads us to the key distinction between selling through a public website brokerage, such as Flippa , which offers a global reach and auction-style listings, or Motion Invest , known for its hands-on service and focus on smaller content sites, versus opting for a private, off-market deal. Each method has advantages and challenges, which we’ll explore to help you determine the best fit for your online business deal.
A public website brokerage is a platform or service where listings of online businesses are made available to a broad network of buyers. These platforms function as online business marketplaces, allowing sellers to reach large pools of potential investors and entrepreneurs. Notable examples include Flippa Motion Invest
The primary advantage of public brokers is exposure. With thousands of users browsing these platforms daily, your business is seen by a diverse and expansive audience, which increases competition and may lead to higher offers. However, that exposure comes at a cost: public listings may reveal sensitive business details, and platform fees (typically 10–15%) cut your final payout.
Platform Snapshots Flippa and Motion Invest are two of the most well-known public website brokerages for online business sales. Flippa caters to a broad range of digital assets with valuation tools, auctions, and a global buyer base. Motion Invest specializes in smaller content sites, offering a curated marketplace with hands-on support and a simplified selling process.
Flippa : A popular marketplace for buying and selling websites, Flippa caters to a wide range of online businesses, from blogs to SaaS. It offers valuation tools, auction options, and global buyer reach, making it ideal for sellers of all experience levels.Motion Invest : Specializing in smaller, content-based websites, Motion Invest provides a curated, high-trust environment with hands-on support. It’s designed for sellers seeking a simple, guided process and access to a vetted pool of buyers. Pros and Cons of Public Website Brokerages Public website brokerages offer structured, secure platforms with access to a broad buyer base, making them ideal for sellers who want wide exposure and professional support. However, this convenience often comes with trade-offs such as commission fees and reduced control over the sales process.
Pros Cons Access to a wide pool of qualified buyers Commission fees (typically 10–15%) reduce your net proceeds Professional valuation services to help price your business Reduced control over who sees your listing and business details Secure transactions with escrow and legal support Broker quality varies; some may lack experience in your niche User-friendly platforms like Flippa and Motion Invest Public exposure may risk data privacy and sensitive information Suitable for first-time sellers and those wanting maximum exposure Less ideal for those who prefer full control over negotiations
What Is a Private Website Brokerage? Image Source: Canva Pro
A private website brokerage , often called an off-market deal, is a discreet and tailored way to sell your online business. Instead of listing your business publicly, you connect directly with a buyer or work through a boutique broker relying on a private network. Trusted platforms include Empire Flippers Acquire (formerly MicroAcquire), both known for handling confidential, high-value transactions.
The main advantage is privacy—sensitive business details remain protected, and you can control what is shared and when. This makes private brokerage appealing for larger deals or owners who value one-on-one negotiation. However, it typically requires more effort, as you’ll need to manage buyer vetting, due diligence, and contracts independently, increasing complexity and risk if you lack prior experience.
Platform Snapshots As two of the best private website brokerages, Empire Flippers and Acquire lead the way in facilitating online business sales. Empire Flippers excels in selling established, revenue-generating businesses with full vetting and hands-on support. Acquire, on the other hand, is ideal for fast, confidential startup and SaaS deals, giving sellers maximum control and access to a large buyer network.
Empire Flippers : A premium brokerage known for helping sellers of established, revenue-generating online businesses. Empire Flippers offers vetting, migration assistance, and a hands-on team, making it a top choice for larger or more complex deals.Acquire (formerly MicroAcquire) : A user-friendly platform designed for fast, confidential deals in the startup and SaaS space. Acquire connects sellers with a network of serious buyers, emphasizing transparency, speed, and seller control. Pros and Cons of Private Website Brokerage Private website brokerage offers sellers complete control and greater confidentiality, often resulting in higher net proceeds when managed well. However, it demands more effort, experience, and trust in the buyer, as the reach is narrower and the risk of mistakes is higher without professional support.
Pros Cons No broker fees, maximizing your net earnings Limited buyer reach compared to public marketplaces Full control over negotiations and how your business is presented May lead to lower offers due to reduced competition Ideal for sellers with trusted buyers or prior experience Requires handling contracts, vetting, and legal logistics yourself Platforms like Empire Flippers and Acquire support private deals Higher risk if unfamiliar with the sales process Allows for a confidential and customized sale process Time-consuming and more complex without expert guidance
Which Approach Is Better for Selling Your Online Business? Image Source: Canva Pro
A private sale can help you earn more if you already have a buyer and know how to manage the process yourself. It gives you complete control over negotiations, lets you skip broker fees, and keeps the transaction private. This option is best for experienced sellers who prefer flexibility and a hands-on approach.
On the other hand, public platforms like Flippa and Motion Invest offer broader exposure and professional support, which can be a significant advantage for first-time or busy sellers. These marketplaces simplify the process with built-in tools and buyer networks, helping you close deals faster and more securely. While broker fees apply, many sellers find the guidance and reduced workload worth the cost.
Key Features and Benefits of Every Platform Image Source: Canva Pro
This table offers a clear overview of top website brokerage platforms—Flippa , Motion Invest , Empire Flippers , and Acquire—covering their business focus, fees, and buyer reach. It helps you quickly identify each platform’s strengths and decide which best suits your business size and selling preferences. Use this guide to choose the right marketplace for listing your website or online business.
Platform Brokerage Type Target Business Size Commission Fees Buyer Network Key Strengths Flippa Public Small to mid-sized businesses ~10–15% Large, global Wide reach, built-in valuation tools, ideal for beginners Motion Invest Public Smaller, content-based websites Varies (competitive) Niche buyers, pre-vetted Streamlined sales process, personal support Empire Flippers Private Mid to large online businesses 10–15% Vetted, high-quality buyers Hands-on migration help, rigorous vetting, and confidentiality Acquire Private Startups and SaaS businesses No commission (basic) Private, active buyer base Fast deal flow, seller-controlled process, transparency
Flippa Flippa is one of the most well-known public website marketplaces, catering to a wide range of online businesses—from starter sites to established eCommerce stores. It’s user-friendly and offers built-in tools for valuation, due diligence, and escrow, making it a popular choice for first-time sellers. With an extensive global buyer base and auction-style listings, Flippa gives your website strong visibility but charges a commission for successful sales.
Perks:
Global buyer reach Built-in valuation and escrow tools Great for beginners and small business owners Motion Invest Motion Invest focuses on smaller, content-based websites and blogs, offering a more curated experience than broader marketplaces. Sellers can choose between listing their site or selling it directly to Motion Invest for a faster deal. It’s ideal for low- to mid-revenue site owners who want a quicker, low-hassle transaction with more personal support throughout the process.
Perks:
Option for direct sale to the platform Tailored for content-based sites Quick, low-hassle process with personal support Empire Flippers Empire Flippers is a premium private website brokerage that works with online businesses generating steady revenue, often in the five—to seven-figure range. Known for strict vetting, dedicated support, and secure migrations, Empire Flippers provides a high-trust environment for both buyers and sellers. It’s a great option for maintaining confidentiality, getting hands-on help, and maximizing the value of a more established business.
Perks:
High buyer/seller vetting standards Hands-on migration and listing support Confidential transactions for established businesses Acquire (formerly MicroAcquire) Acquire is a private website brokerage tailored to startups, especially SaaS businesses looking for a fast, founder-friendly sale. The platform connects sellers with a pool of serious, pre-approved buyers and offers tools for communication, data sharing, and deal-making without needing a middleman. It’s a good choice if you’re seeking a more modern, flexible way to sell a growing business without paying hefty broker commissions.
Perks:
No commission for standard listings Fast, private deals for SaaS and startup owners Built-in deal tools and direct buyer communication Conclusion Selling your website is a major decision that impacts your earnings, risk, and time commitment. Public brokerages like Flippa and Motion Invest are great for beginners or anyone seeking quick exposure, while private platforms such as Empire Flippers and Acquire give more control to sellers who are comfortable managing the details themselves. Ultimately, the best choice depends on your business size, experience, and how involved you want to be in the process.
If you want to buy or sell a website, check out Softlist.io — a trusted resource for comparing top website brokerages and online business tools. Our platform helps you find the right service tailored to your needs, so you can confidently make smarter and faster decisions. Start with our top product reviews and explore exclusive deals to make your next online business easier and more successful.
FAQ s What’s the difference between using a business broker and selling privately? A website broker helps manage the entire sales process—from valuing your website properties and reviewing financial and operational performance, to finding a buyer and handling negotiations. This service is common on popular brokerage websites like Flippa or private brokers such as Quiet Light Brokerage, where an experienced broker acts as an intermediary to streamline complex business transactions. Selling privately means you take full control of the process, but it comes with increased risk and complexity if you lack experience or professional advice.
Where is the best place to list my online business for sale? If you want to list a digital or e-commerce business for sale, public marketplaces like Flippa and Motion Invest rank among the best website brokerage platforms for quickly reaching a broad audience. These platforms offer helpful tools for valuation, escrow, and even analytics, such as Google Analytics insights, to simplify the due diligence process for first-time sellers. For a more discreet or curated experience, platforms like Empire Flippers or Quiet Light focus on high-quality deals and vetted buyers, ideal for sellers looking to get the best deal on niche or larger businesses.
Can I sell an FBA business through a website brokerage? Many professional website brokers specialize in selling your business, which includes FBA (Fulfilled by Amazon) stores. Platforms like Empire Flippers have strong expertise in handling FBA listings and provide migration support to ensure a smooth transfer of digital assets and operations. If you own an internet business like an Amazon FBA store, working with an experienced broker increases your chances of successfully connecting with serious buyers and closing your subsequent acquisition.
Should I use an advisor or manage the sale myself? Whether to hire an adviser or manage the sale depends on your comfort and familiarity with the sales process. A professional broker or advisor at Quiet Light can help you analyze key performance indicators (KPIs), prepare your financials, and negotiate, ensuring you get the best sale price. On the other hand, if you’re an experienced seller and already have a buyer, managing the sale yourself could save you broker fees. Still, it requires handling all mergers and acquisitions’ legal and operational details.
How do I sell my Amazon FBA business confidentially? To keep your Amazon FBA business sale private and secure, it’s best to use a platform like Empire Flippers or Quiet Light that offers website brokerage services and off-market listings. After thorough vetting, these platforms only share sensitive business information with qualified buyers, helping you maintain confidentiality while attracting serious offers. This approach is perfect if you’re looking to buy or sell in the digital space without public exposure, ensuring a smooth post-sale transition and maximizing your return.
