Should You Use a Marketplace or Broker to Sell Your Business?

If you’ve decided to sell your business, one of the first choices you’ll face is whether to work with a traditional broker or list it on a business-for-sale marketplace. It’s a decision that shapes everything from how your business is presented to how quickly—and successfully—it leads to a successful sale.

When discussing options for selling a business, it's important to consider the differences between a marketplace vs broker to sell a business. Each method has its own advantages and drawbacks that can significantly impact the entire selling process.

There’s no one-size-fits-all answer here. The best option depends on what kind of support you want, how much you’re willing to spend on broker fees, and how involved you want to be in the process. Let’s unpack the real differences between the two—and show where most small business owners actually land.

What a Broker Brings to the Table 

Traditional business brokers typically offer a full-service, high-touch experience. That means they handle almost everything on your behalf—building the listing, running buyer outreach, vetting potential buyers, negotiating offers, and managing the process through due diligence and the closing process.

If your business is large, complex, or highly specialized, that hands-on approach can be helpful. Seasoned brokers can act as your advisor, matchmaker, and negotiator all in one. They also help filter out unqualified buyer inquiries and protect your time.

They manage sensitive information, ensure seller anonymity, and create confidential information memorandums backed by non-disclosure agreements. Brokers manage the negotiation process, help interpret financial statements, and can even coordinate with financial advisors to guide you through market trends and tax implications.

But that service comes at a steep cost. Most brokers charge 10% to 15% of the final purchase price—and some charge upfront fees or retainers on top of that.

And not all brokers are created equal. Some are incredibly effective. Others just put your business on online platforms and hope for the best. 

The quality varies widely, and results can depend heavily on individual relationships, experience, and personal networks. Working with an experienced broker who has an extensive network can make all the difference.

What a Marketplace Offers 

On the other end of the spectrum, marketplaces focus on reach and visibility. Instead of giving you a dedicated broker, they give you tools to create your own listing, publish it to a wide audience, and manage buyer conversations yourself.

Marketplaces are typically much more affordable. You’ll pay a flat listing fee or a lower success fee, and you won’t be on the hook for huge commissions. You also get more transparency into the process—seeing exactly who’s looking at your listing and what kind of engagement it’s getting.

You’re in control, but not alone. While you’ll be preparing your materials and interacting with potential buyers, we'll guide you through every step of the entire process. Some marketplaces offer limited support—but we’re here to provide real help, not just generic advice.

And buyer quality can be hit or miss. Some marketplaces attract casual browsers rather than serious buyers. Without vetting or buyer-matching tools, you might end up sorting through dozens of dead-end inquiries before finding someone serious. That can slow things down or cause interested buyers to lose interest.

Where Most Sellers Actually Land 

While the broker vs marketplace debate seems binary, the reality is that most sellers don’t want extremes—they want balance.

Many business owners don’t want to pay sky-high broker fees, but they also don’t want to go it alone. They want help understanding their business valuation, preparing financial statements, and getting connected with vetted buyers.

They want guidance—but not gatekeeping. Flexibility—but with guardrails.

And they want to move fast. Most sellers aren’t looking for a 12-month ordeal. They want to close efficiently without sacrificing the outcome—or their sale proceeds.

That’s where modern solutions—like Baton—come in.

Why Baton Is Different 

Baton was built to solve the very tension that traditional brokers and generic marketplaces create. We don’t force you into a passive listing or a high-cost advisory model. Instead, we give you the structure, support, and buyer access that actually moves deals forward—without the bloated broker fees or outdated timelines.

Here’s how it works: You start with a free business valuation, built using standardized financial inputs, comparable sales, and real market data.

Then we help you prep your listing to stand out—from financial summaries to buyer-facing insights. Once your business goes live, it’s matched with pre-qualified prospective buyers based on size, industry trends, and market dynamics.

But that’s not where it ends. Baton sellers receive weekly updates that show buyer engagement, feedback, and deal readiness. You’ll always know what’s happening, and you’ll have access to support and insights along the way—including data on financial viability and industry comparisons.

It’s not a DIY experience—but it’s not a black box either. It’s the best of both worlds: Smart tools plus hands-on support, all designed for business owners with companies under $10M in revenue.

What to Consider Before You Decide 

As you weigh your options, ask yourself these questions:

• Do you want full-service help—or do you just need the right tools and guidance?

• Are you comfortable paying a 10–15% commission, or do you want a more affordable solution?

• How much visibility do you want into buyer activity, buyer inquiries, and deal progress?

• Are you looking for speed—or are you willing to trade time for a more manual, complex process?

• How important is maintaining confidentiality and protecting sensitive information?

• Do you expect support with day-to-day operations, business effectively management, or preparing for seller financing, including details around business operations?

There’s no wrong answer. But understanding what each path actually offers—and what it doesn’t—can help you choose the right broker or platform based on multiple factors—including your goals, timeline, and level of support needed.

Marketplace vs Broker to Sell Business: Why It Matters 

Selling your business isn’t just about finding any buyer. It’s about finding the right buyer—on the right timeline, at the right price, with the right terms. That doesn’t happen by accident.

Whether you go with a broker, a marketplace, or a hybrid solution like Baton, the partner you choose will shape your outcome. So choose one that’s built to get business sales done efficiently and transparently—from handling intellectual property to coordinating financial performance reviews with private equity firms.

Not sure where to start?

Get a free, no-strings valuation from Baton and see how our platform compares to brokers and marketplaces. One simple step could save money, ease customer uncertainty, and help you attract buyers faster than you thought possible.