I’m gonna shoot it to you straight—selling a business is not like selling your old guitar on Craigslist. I found that out the hard way when I tried to offload my first business, a scrappy little e-commerce brand that grew way faster than I expected.
One morning, I was sipping on burnt diner coffee (because yes, I still love the greasy spoon down the road), and it hit me: “I’m done. I think I wanna sell this thing.” Not because it wasn’t working—heck, it was doing $45K a month in revenue—but because I was burnt out, bored, and honestly, kinda itching to start something new.
What came next? Chaos. A rabbit hole of Google searches, sketchy broker cold calls, and some forums that looked like they hadn’t been updated since MySpace was hot.
So if you’re where I was—ready to move on, but wondering where on Earth you’re supposed to list your business—I got you. Here’s what I learned, the hard way, so you don’t have to.
Start with This Question: Who Do You Want to Attract?
Before we talk platforms and listings, let’s get real. The way you sell a SaaS startup is not the same way you sell your family’s pizza joint.
This is where I tripped up at first. I listed my business on a couple marketplaces just hoping “the right buyer” would magically show up. (Spoiler: they didn’t.)
Think about your ideal buyer. Are they a first-time entrepreneur looking for something plug-and-play? A competitor wanting to expand? A private equity shark with a briefcase and no soul? (Kidding. Kinda.)
Knowing who you’re trying to reach makes everything else easier—especially where you list.
Best Places to List Your Business for Sale (Real Talk Edition)
Here’s the breakdown of what worked—and didn’t—for me and other business owners I’ve crossed paths with.
1. BizBuySell – The OG Marketplace
Best for: Brick-and-mortar shops, franchises, small local businesses
BizBuySell is like the Zillow of business listings. Everyone knows it. Everyone uses it. And yeah, there’s a reason for that.
I listed my friend’s landscaping company there (long story), and within a couple weeks, he had four solid leads—all local buyers who actually got the business.
Pros:
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Massive reach
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Good filters for buyers (location, industry, etc.)
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Broker connections if you need one
Cons:
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Price shoppers galore
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Listings can feel like a Craigslist scroll—easy to get lost in the noise
Still, if you’re selling a local or service-based biz, this is a solid starting line.
2. Flippa – Not Just for Side Hustles Anymore
Best for: Online businesses, e-commerce, content sites
OK, I used to think Flippa was just for 2008 blogs and dropshipping stores with funky traffic. But the platform has seriously stepped up.
I sold a Shopify store on Flippa that I’d built during the pandemic (remember when everyone became a candle mogul? Yeah, that). It wasn’t my biggest exit, but it was smooth, and the buyer was a digital nomad who loved the niche.
Pros:
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Great for online businesses
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Active buyer community
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Auctions or fixed-price options
Cons:
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You do have to be ready for tire-kickers
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Valuation tools are a little “meh”
Pro tip: Use a Flippa “broker” if your deal’s over $100K. Trust me on that one.
3. Empire Flippers – The Concierge Approach
Best for: Profitable online businesses over $50K
When I say these folks take care of you, I mean they really take care of you. I didn’t sell through them personally (yet), but my buddy Josh did. He flipped his SEO agency for mid-six figures through Empire, and they held his hand through the whole thing—from financial vetting to buyer calls.
Pros:
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Pre-vetted buyers and sellers
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They do due diligence for you
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Serious buyer pool
Cons:
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Not for small deals (they’ll turn you away politely)
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You give up some control of the process
If you want someone else to handle the mess while you sip iced coffee in peace, this is the route.
4. Website Closers – For Bigger Exits and Serious Buyers
Best for: Businesses earning $1M+ in revenue
This one’s more boutique-y. If you’re at the stage where private equity firms might circle like sharks, Website Closers is your guy.
They’ll bring in high-level buyers you won’t get on public marketplaces. Think Amazon FBA roll-up funds or strategic buyers from your niche.
Pros:
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Access to high-dollar buyers
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Advisors who know their stuff
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More confidentiality than public listings
Cons:
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High fees
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You’ll need serious financials ready
Honestly, if your business is pumping real volume, go here first. It saves time and protects your upside.
5. Facebook Groups, Reddit, and Direct Outreach
Best for: Hustlers who don’t mind DIY
Let me tell you… I’ve seen deals go down in Facebook groups. Is it sketchy sometimes? Yep. But if you know your niche and you’re active in the community, it can work.
Same with subreddits like r/Entrepreneur or r/SmallBusiness. I found my first buyer through a DM on a forum. It wasn’t glamorous, but hey—it worked.
Pros:
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Zero fees
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Direct connection with buyers
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Fast
Cons:
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No protections or vetting
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Prepare for a flood of weird messages
If you go this route, write a killer pitch post and be transparent. Honesty is your superpower here.
A Few Quick Tips From My Trial-and-Error Playbook
Because I made these mistakes so you don’t have to.
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Don’t list too early. Make sure your books are clean. Get a basic valuation done first. A half-baked listing screams desperation.
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Use a real email, not your main biz one. Otherwise, you’ll be buried in spam and cold pitches.
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Be ready to sell. That means having SOPs, employee roles, and supplier info ready. Buyers don’t just want profit—they want a smooth handoff.
So, Where Should You List?
Here’s the TL;DR cheat sheet based on your business type:
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Local service or retail: Start with BizBuySell
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Small online biz (under $100K): Try Flippa
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Profitable online biz (over $100K): Go Empire Flippers
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$1M+ revenue, serious growth: Website Closers or a top-tier broker
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Bootstrapped hustle or niche project: Facebook Groups or Reddit
The right platform is the one that reaches the buyer you want and helps you walk away with your head held high and your check in hand.
Closing Thoughts (and a Little Real Talk)
Selling your business can feel like breaking up with something you built from the ground up. It’s weird. It’s emotional. Sometimes you cry into your cereal at 11 PM (been there). But when you find the right buyer, one who gets it—that moment is pure magic.
So whether you’re aiming for a clean break or planning your next venture with a grin, just know this: You don’t have to do it alone. There are platforms and people who can help. And your story’s just getting started.
✨ Onward.