Baton vs BusinessesForSale.com: Fees, Support, and Which to Choose
Chat Joglekar
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6 min read
BusinessesForSale.com is a legitimate, long-running international listing site where owners advertise their business to buyers for a one-off fee, and it is the right choice if you want to sell it yourself at very low cost, or if your business is outside the U.S. Baton is the better fit for most U.S. Main Street and lower-middle-market sellers who want an advisor to run the sale: no retainer, a 6% success fee at close, and buyer outreach that goes beyond one listing.
This comparison is for owners choosing between a do-it-yourself listing and an advised sale. BusinessesForSale.com sells advertising and leaves the deal to you. Baton runs the sale with you through close.
What BusinessesForSale.com is
Founded: 1996, when its first business-for-sale listing went live. The site says it began as two brothers building a website and is still family run.
Owner and headquarters: operated by Dynamis Ltd, which is registered in London.
Model: a self-serve listing site. Sellers pay a one-off fee to advertise, and buyers contact them through the site. Business brokers also advertise there.
Reach: listings in more than 130 countries and more than 1.2 million buyers visiting each month, by its own count.
Pricing, as of October 2026: $199 for one month, $299 for three months, or $399 for six months on its U.S. site, with no commission. A free 20-day "Test the Market" listing hides buyer contact details until you pay.
Baton vs BusinessesForSale.com
Baton | BusinessesForSale.com | |
|---|---|---|
Where it sells | U.S. businesses only, focused on $500K to $100M in value | International, with regional sites and listings in more than 130 countries |
Upfront cost | None. No retainer or listing fee. | $199 (one month), $299 (three months), or $399 (six months). Paid add-ons and a Premium Package, price on request. |
Success fee | 6% of the total purchase price, paid at close | None. No commission. |
Who runs the sale | A dedicated Baton advisor, through diligence and close, with negotiation support through the LOI | You do. Buyers message you through the site, and you screen, negotiate, and close. |
Buyers | 30,000 vetted buyers, major business-for-sale sites, and direct outreach to strategic buyers | More than 1.2 million monthly visitors worldwide, by its own count |
Try before you commit | Free anonymous listing to test buyer interest privately | Free 20-day Test the Market listing. Buyer contact details are hidden until you pay. |
Valuation | Free, data-driven valuation before you list | Free guides on how to value a business |
Contract term | Three-month exclusive, then month to month | A fixed one, three, or six months. You are offered a renewal before it expires. |
Pricing and features checked October 2026. Baton figures are from baton.com/pricing. BusinessesForSale.com figures are from its U.S. sell-your-business page, its seller FAQ, and its homepages.
Where the difference shows up
On fees alone, BusinessesForSale.com is far cheaper. On a $1.5 million sale, a six-month listing costs $399 with no commission, while Baton’s 6% success fee is $90,000. If you can find a buyer, negotiate, and manage diligence and closing yourself, you keep nearly all of that.
What the fee pays for is the work after the listing goes up. On BusinessesForSale.com, you answer every inquiry, decide who is serious, prepare the financials buyers ask for, and negotiate price and terms yourself. Baton assigns an advisor who prepares marketing materials and a buyer-ready data room, reaches out directly to strategic buyers, helps buyers get SBA or bank pre-qualification, and supports you through diligence and close. Baton sellers get offers in about 6 weeks, and deals average about 6 months from listing to close.
The other difference is geography. BusinessesForSale.com has regional sites and buyers across many countries, a real strength if you are selling outside the U.S. Baton works only with U.S. businesses for now. To compare other listing sites, see our BizBuySell review and our guide to the best websites to sell a small business.
Which should you use?
Choose BusinessesForSale.com if your business is outside the U.S., you want international buyers to see it, you have the time and experience to run the sale yourself, or your business is too small for an advised sale.
Choose Baton if you own a U.S. business worth $500K or more and want an advisor to run the sale, outreach to strategic buyers, help with buyer financing, and a fee you pay only when the business sells. The Seller Plan requires at least $100K in annual profit, and smaller businesses can still use the free valuation and free anonymous listing.
Start with a number
Whichever route you take, know what your business is worth before you set an asking price. Get a free Baton valuation.
FAQ
Is BusinessesForSale.com legit? Yes. BusinessesForSale.com has listed businesses for sale since 1996 and is operated by Dynamis Ltd, a registered London company. It is an advertising site, so buyers contact you directly and you should screen them before sharing sensitive information.
How much does BusinessesForSale.com cost to sell a business? As of October 2026, its U.S. site charges a one-off $199 for one month, $299 for three months, or $399 for six months, with no commission. A free 20-day Test the Market listing is also available, but you must pay to see buyer contact details.
Does BusinessesForSale.com take a commission when my business sells? No. BusinessesForSale.com charges only its listing fee and any add-ons you buy. Baton charges no listing fee and a 6% success fee at close.
Can I sell a business outside the U.S. on BusinessesForSale.com? Yes. BusinessesForSale.com runs regional sites and lists businesses in more than 130 countries, by its own count. Baton currently works only with U.S. businesses, so an international owner is better served by a site like BusinessesForSale.com or a local broker.
What are the best BusinessesForSale.com alternatives? For U.S. owners who want an advisor instead of a do-it-yourself listing, Baton. For other listing sites, see our BizBuySell review and the best websites to sell a small business.
More comparisons
See every option side by side on Compare Baton, or read another comparison:
Sources
Baton pricing, checked October 2026
BusinessesForSale.com: sell your business (U.S.), checked October 2026