Where to Sell My Business: Choosing the Right Platform or Partner

In 2025, selling a business online might seem like an accessible option, but it comes with significant challenges. While online marketplaces offer exposure to a broad audience and helpful marketing tools, the success rate of DIY business sales is generally low, with many transactions failing to close. The process may require strategic positioning, careful vetting of buyers, and a solid understanding of valuation, factors that business owners often underestimate.

Instead of diving into the sea of business-for-sale websites, a better approach may be to first think about the selling method that will best serve your needs. Online platforms can seem convenient, but they often require sellers to take on complex tasks such as buyer screening, negotiations, and managing documentation. For business owners who want to protect confidentiality, minimize disruption, and access experienced deal guidance, exploring alternative options like working with a broker may align better with their goals.

Key Considerations When Evaluating Where to Sell Your Business

As brokers, we have access to a variety of online marketplaces and carefully evaluate which platform will best showcase your business based on its size, industry, and goals. If you’re considering selling through an online platform, here are a few important factors we recommend paying close attention to:

🎯 Target Audience: Some platforms focus on small business buyers, while others appeal to investors, private equity firms, or corporate acquirers. Knowing who uses each platform helps tailor your strategy.

💰 Listing Fees & Commissions: Platforms vary in cost. Some charge a flat fee to list, while others take a percentage of the final sale. It’s important to understand these structures to estimate your return and plan accordingly.

📉 Success Rate: Seek platforms that are transparent about their deal success rates. In general, businesses marketed directly by owners (FSBO) tend to have lower closing rates compared to those represented by experienced brokers.

📣 Marketing & Exposure: Consider how your business will be promoted. Some sites offer syndication, premium placements, and paid advertising, while others rely on organic visibility.

⏳ Timeline: Sellers who list their own companies may underestimate how long the process can take. Without expert guidance and active buyer outreach, it is not uncommon for a sale to take anywhere from six months to over a year.

Where Online Marketplaces Fit and Where They Don’t

Online marketplaces can be a reasonable fit for very small businesses, typically those generating under $100,000 in annual revenue. Where operations are simple and the owner is minimally involved in day-to-day operations, platforms like BizBuySell or Flippa can offer visibility and a DIY approach. But even then, the sale process requires careful planning, accurate valuation, and buyer vetting.

While each platform has unique features, many business owners underestimate the level of involvement required after listing. Those who choose to go it alone are solely responsible for screening buyers, negotiating terms, managing documentation, and preparing for due diligence. Beyond logistics, it’s important to consider the time commitment and emotional toll of addressing buyer questions and scrutiny.

This level of involvement can become overwhelming, particularly for owners who need to protect confidentiality or manage day-to-day operations during the sale. That’s where brokers come in. At Arthur Berry & Company, we offer a comprehensive turnkey solution, handling everything from business valuation and strategic marketing to screening qualified buyers, negotiating terms, and coordinating the deal. We position your company to attract serious interest and guide you through each step with experienced, strategic support.

Some sellers may explore alternative routes, such as directories or independent outreach. Still, these approaches can fall short due to a lack of structure, lower-quality buyers, or missed steps in the process. Many of our clients turn to us after learning firsthand that selling a business takes more than just a listing; it takes experience, planning, and expert support.

Common Mistakes to Avoid When Selling Online

If you decide that a for-sale-by-owner (FSBO) approach is the right path for your situation, preparation becomes especially important. Based on what we’ve seen, here are some of the most common pitfalls to look out for:

Instead of immediately focusing on national business-for-sale websites like BizBuySell, it’s wise to consider the best selling method with your objectives. While such platforms can certainly generate traffic, collaborating with a broker who not only lists on multiple platforms but also possesses a deep understanding of the local buyer landscape can be a game-changer in maximizing your business’s exposure and ultimately its value. Before listing anywhere, consider speaking with an experienced advisor who can guide you through the sale with insight and professionalism.

If you’re thinking about selling, you don’t have to go through it alone. Arthur Berry & Company has sold over 1,200 companies, bringing that experience to help business owners navigate the sale process, avoid costly missteps, and connect with serious buyers.

Contact us for a free business review and learn how we help business owners move forward with confidence.