How to sell webinars online

A webinar lets people learn from you live, ask questions and get what they came for, without having to travel. It might be a 90-minute masterclass, a monthly Q&A, a training session for a club or an online version of a workshop you already run in person.

For the person running it, a paid webinar can be a good way to test whether people will pay for what you teach before you build a full course. It also gives you a recording you can sell again afterward.

This guide compares ticketing platforms with selling through your own checkout page, including pricing, how attendees get the link, recordings, refunds and the costs of each option.

Quick answer: To sell a webinar online, you need a ticket page that takes payment and a way to send the join link only to people who have paid. You can sell through a ticketing platform such as Eventbrite, Luma or Tito, or through Zoom's own paid plans, each with its own fees. Or you can sell through your own checkout page using a tool like Checkout Page, where the Zoom or Meet link goes out in each attendee's confirmation. You don't need a website for either.

Where to sell webinars online

A paid webinar has two parts. The live session runs in a video tool such as Zoom, Google Meet or YouTube Live. The ticket sale happens somewhere else, and that choice decides how much of the money you keep and whether the attendee list stays with you.

Ticketing platforms give you an event page, take the payment and send attendees the details.

• Eventbrite: has a large events marketplace, so it can help new people find a public webinar.
• Luma: has public Discover pages and city calendars, but they mostly list in-person events, so for an online webinar you'll generally need to bring your own audience.
• Tito: gives you a public event page but no marketplace, so people find it through your own channels or a search engine.
• Zoom: its paid Webinars and Events plans can also sell tickets, inside the same tool that runs the session.

Alternatively, you can sell tickets through your own checkout and run the session in whichever video tool you prefer. This gives you more control over the page, the price and the attendee's details. With Checkout Page, you create a virtual event and add the meeting link, and payments go straight into your own Stripe account.

How tax works when you sell webinars

Tax is another thing to factor in when choosing where to sell your webinar tickets. Depending on the platform, it may handle sales tax or VAT for you, or you may need to take care of it yourself.

• Eventbrite: collects the sales tax on tickets and pays it to the authorities in places where the law makes a marketplace responsible for it.
• Luma: on Luma Plus, you can add sales tax or VAT to ticket prices, but paying it to the authorities is up to you.
• Zoom: its Events terms say it collects and pays tax on tickets in some countries; elsewhere, it's up to the host.
• Tito: lets you add your own tax rates to tickets, but paying that tax to the authorities is up to you.

If you sell through your own checkout, you generally remain responsible for your tax obligations as the seller. Checkout Page can calculate and add tax at checkout through Stripe Tax, but you’re still responsible for registering, filing returns and paying the tax due where required. Our guide to what a merchant of record is explains how this differs from using a platform that takes on those responsibilities.

Here's how the five options compare.

Fees checked on each platform's own pricing or help pages on 20 October 2026. Processing fees are extra unless stated. Eventbrite's fees are US rates and are paid by attendees by default. Zoom's pricing page doesn't list a per-ticket fee for webinar ticketing.

Want strangers to find a public webinar? Eventbrite's listings can help with that.

Already have an email list, a community or a social following? Your own checkout or a simpler tool such as Luma or Tito keeps more of each ticket and leaves the attendee's details with you. Our list of the cheapest ticket selling platforms compares fees across eleven of them.

How to sell webinars online from your own checkout

The steps below use Checkout Page, but the process is much the same with other checkout tools: create the event, add ticket types, add the meeting link, write the confirmation, run a test booking and share the page.

Step 1: create a virtual event

In your Checkout Page dashboard, go to Pages → Create page → Event and create an event for the webinar. Give it a clear name, the date, the start and end time and a time zone, so attendees in other countries can see when it starts in their own time.

Add a short description that says who the webinar is for, what you'll cover and what attendees will be able to do afterward, so people can decide whether it's for them.

Step 2: add your ticket types

Add a paid ticket for the live session and set its price. If you'd like to offer more than one option, add each as its own ticket type, so that buyers can choose without leaving the page. A cheaper recording-only ticket works well for people who can't make the time.

You can also open sales with an early bird price for the first few days. Set the early bird ticket to end on a date, then schedule the standard ticket to go on sale when the early bird ends, so the price changes on its own.

Step 3: add the meeting link

Set the attendance type to Virtual, choose your platform (Zoom, Google Meet, Microsoft Teams, YouTube and others are listed) and paste in the meeting link. Virtual events send the link in the attendee's confirmation email and keep it in their customer portal, so the link only goes to people who have paid.

If you want to keep the group small, for a Q&A or a hands-on session, set a maximum capacity. Ticket sales stop once it's reached.

Step 4: write the confirmation

Use the confirmation message and email to tell attendees what to expect:

• When to join
• Anything to have ready
• Whether there will be a recording

Turn on the add-to-calendar option, so the session goes into their calendar in their own time zone.

If you're selling a recording-only ticket, say when the recording will arrive and how, so those buyers know what to expect.

Step 5: run a test booking

Click Make test payment in the event editor and book a ticket using a test card. Check the confirmation screen, open the email, click the meeting link and add the session to your calendar, so you've seen everything an attendee will see.

Test bookings don't count toward your ticket numbers, so you can run through it as many times as you need.

Step 6: share the event

Publish the page and share it where your audience already is:

• Your newsletter
• Your link in bio
• The post where you announced the webinar
• Embedded on your own website

A reminder a day or two before the session can help ticket sales from people who meant to book and forgot.

How to host a paid webinar on the day

Hosting happens in your video tool, so choose it before you sell. Zoom, Google Meet and Microsoft Teams suit sessions where attendees ask questions or join in; YouTube Live suits a larger audience who mostly watch.

Before the session:

• Check the attendee limit on your plan before you set the ticket capacity, so you never sell more tickets than your meeting can hold.
• If you're promising a recording, test the recording settings beforehand.
• Join 10 or 15 minutes early so you can let people in and check your sound.

How much to charge for a webinar

Start with what it's worth. A webinar that helps someone fix a specific problem, or saves them hours of working it out alone, is worth more than a general talk on the same subject. Look at five or six similar paid webinars, short classes or workshops in your field to see what people charge.

Keep the tickets simple. A single paid ticket is the simplest option. A recording-only ticket at a lower price can help you reach people in other time zones or with busy schedules, and it keeps selling after the live date.

Use an early bird price. It can help you see interest early and gives your most engaged followers a reason to book first. If you run webinars regularly, consider offering members of a club or community free entry, and charging everyone else for a ticket.

How attendees get access, and the awkward bits

After booking, attendees see a confirmation screen and receive an email with the meeting link, date and time. On Checkout Page, the link is also kept in their customer portal, so they can find it again if the email goes missing.

Recordings

If you've promised a recording, send it to everyone who booked once it's ready. A private video link (for example on Vimeo or YouTube as unlisted) is the usual way. You can find everyone who booked under Orders → Event bookings.

No-shows

Some people who book won't turn up on the day. Offering the recording to every ticket holder can help, and saying in the description whether the ticket includes it keeps expectations clear.

Refunds and cancellations

Decide your refund policy before you sell and put it in the description. If you need to refund someone, you can refund an event booking in full or in part from your dashboard. Refunding returns the money but doesn't cancel the booking, so cancel it separately if the attendee shouldn't keep access.

Time zones

Set the event's time zone and give the start time in the description in the time zones your audience lives in. The add-to-calendar option places the session in each attendee's own calendar at the right local time.

What it costs to sell webinars online

Whichever route you choose, the costs come in three kinds: a fee on each ticket, a monthly plan, and card processing. You'll also need a video tool to run the session itself, unless you sell through Zoom's own plans.

Ticketing platforms charge their fee on each ticket and then a payment provider charges processing; on a US Stripe account that's 2.9% + 30¢ per successful card payment, though rates vary by country and payment method.

Selling from your own checkout, you pay Stripe's processing on each booking and your checkout tool's monthly plan.

Here's how 40 tickets at $25 work out ($1,000 in sales), assuming one ticket per order and before any monthly plan.

Rates checked 20 October 2026. Your own checkout is Stripe processing only; Tito is 3% plus Stripe processing; Luma is 5% plus Stripe processing; Eventbrite is 3.7% + $1.79 per ticket plus 2.9% processing, absorbed by you. Card processing is Stripe's US rate and varies by country and card type. Eventbrite's fees are paid by attendees by default, which would make a $25 ticket about $28.52 at checkout. Luma Plus removes Luma's 5% for $59 a month billed yearly.

Checkout Page is free up to $3K in monthly sales. Paid plans are a monthly price based on your sales volume. Stripe's processing fees apply.

On the free plan, your pages pause once you pass $3K in a 30-day period and reopen when the period resets or you upgrade.

The savings add up over time. For monthly webinars of that size, your own checkout would keep about $1,160 more over a year than Eventbrite with absorbed fees. Our breakdown of Eventbrite fees covers the detail, and the Eventbrite fee calculator will work out your own numbers.

Sell more than webinars

A webinar doesn't have to be the only thing you sell. You could follow a live session with a recording bundle, a workbook to go with it, or a longer course for people who want to go further.

If you run sessions every month, a membership that includes every webinar can suit regular attendees better than single tickets. Our guide on how to sell memberships covers the setup and pricing.

With Checkout Page, you can sell webinar tickets, recordings and memberships from the same dashboard, while keeping your customer information in one place. If you'd like to try it, you can start selling webinars on the free plan and upgrade once your sales pass $3K a month.

How to sell webinars online FAQ

Can you make money from webinars?

Yes, if it teaches something specific to people who already know your work. A live session that solves one problem, priced like a short class, can sell to an email list or social following, and a recording-only ticket brings in later buyers. The size of your email list or following is the best guide to how many tickets to expect.

What is the average cost of a webinar?

There's no published average; prices vary with the session's length and the host's expertise, so a few similar sessions in your field are the best guide. The host's costs are the video tool, ticketing fees and card processing. On a $25 ticket, fees run from about $1 on your own checkout to around $3.44 on Eventbrite if you absorb its fees.

Which platform is best for hosting webinars?

For the live session itself, Zoom, Google Meet, Microsoft Teams and YouTube Live are the common choices, and the right one is usually whatever you and your audience already use. For selling the tickets, a checkout page or a ticketing platform such as Eventbrite, Luma or Tito sits in front of it and sends paying attendees the link.

Can I charge for a Zoom meeting?

Yes, in two ways. Zoom's paid Webinars and Events plans include registration with ticketing, with payments through PayPal on the Webinars plan. Or you can keep your Zoom account for the meeting and sell tickets through your own checkout, adding the Zoom link to the event so only people who have paid receive it in their confirmation.

Do I need a website to sell webinars?

No, because a checkout page is a hosted page with its own link, so you can sell tickets from a newsletter, a social post or a link in bio, and run the webinar in Zoom or Meet. If you have a site, you can embed the checkout on it. Eventbrite, Luma and Tito also work without a website of your own.