It's all in how you look at it. Let's say I have a $10 item ... Store A pays 70% broker fees, but not as many people visit. I only sell 30. 70% of $300 is $210. Store B pays 50% broker fees, and tons of people go there, but my product quickly gets buried because of the humongous number of brokers and items being sold. I only sell 40. 50% of 400 is $200. Store C pays 50% broker fees, less the credit card chargeback. But it has a reputation for good quality, and people look forward to purchasing from there. As a result, I sell 60 of your item. 47.5% of 60 = $285. Exposure is also a key factor here. Weigh ALL of the options to see what the best one is.