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The article raises the question of the choice of key indicators that reflect the functionality of online trading platforms – marketplaces, their effectiveness from the point of view of users – sellers and consumers of goods and services. The ranking of the selected indicators, quantitative assessments of electronic sites and comparison of marketplaces for the sale of knitted underwear products have been carried out. The authors investigate the specifics of the work of marketplaces, the positive and negative aspects of their work. The single indicators of marketplace competitiveness were quantified – commission fee, availability of points of issue of orders and waiting time for an order. Based on the calculation of a comprehensive indicator of the competitiveness of marketplaces, a recommendation was given on choosing AliExpress and Wildberries as priority trading platforms for the development of a network of sales of knitwear in the Russian Federation. This technique can be recommended for the selection of trading platforms in other categories of goods.