APMEX vs. KitCo vs. Goldline: Which Online Gold & Silver Dealer Is Right for You?

Gold investing and collecting has been popular for decades among both serious investors as well as your average person. But in today’s world it seems that the internet has thrown dozens of options for adding to your gold bullion collection, and it can be very difficult to trust a sidebar advertisement that states (in all caps of course) that they will sell you gold for the best prices in the world. Instead there are several revered and professional sites that will offer a safe way to purchase both gold and silver bullion online. Below, we compare and contrast APMEX, Kitco, and Goldline to help investors choose the appropriate resource for them [see also Three Reasons Why Gold Is Overvalued].


As far as first impressions go, APMEX may have the “prettiest” composure to their website. Immediately, investors will notice live prices for all four precious metals as will as an interactive chart that can track any of the said metals. It should come as no surprise then, that investors will be able to purchase bullion for any of the precious metals including products specifically designed for IRAs.

The site is very focused on selling the metals and has hundreds of options including a section dedicated to the most interesting gold coins. Just for reference, that section holds things like coins shaped like bears, four leaf clovers, and even a rare Titanic-edition coin. This site will allow for investors of all kinds to make appropriate allocations, as they offer everything from one ounce coins to kilo bars that run for about $53,000. APMEX also allows users to sell bullion to them and to create a gold-specific IRA account, which is a highly sought-after opportunity for gold bugs [see also Doomsday Special: 7 Hard Asset Investments You Can Hold in Your Hand].


Kitco tends to focus its efforts away from selling the metals, as the site is more of an all-encompassing resource for those exploring gold and silver investing. Users will be able to participate on active forums, read breaking news stories, and look at charts and other data concerning these two metals. This site also lists exchange rates for the most popular currencies in the world for those who wish to compare the performance of gold to global fiat money.

The purchasing side of the site is very user friendly and also allows users to sell their gold and silver. Though the site focuses on the two most popular precious metals, users will be able to purchase platinum, palladium, rhodium, and even participate in the Kitco Pool accounts. One of the best features of this resource is being able to quickly and easily choose between four currencies to quote the price in whichever money makes the most sense for you. Investors can choose from the U.S. and Canadian dollars, the euro, and the pound. Finally, Kitco is sure to advertise the fact that anyone can purchase precious metals worth up to $20,000 without any kind of collateral other than a credit card number [for more precious metal news subscribe to our free newsletter].


Goldline is something of a mix of the previous two as far as the overall focus. This site grants equal weight to both selling and dealing precious metals while also offering a fair amount of knowledge and market commentary. Like the previous two, Goldline offers live charts and prices for all four precious metals, but they go on to also offer live pricing data for the Dow, S&P, and the Nasdaq. According to their home page, “Goldline products are delivered direct to your door or stored in a secure, independent facility. Goldline offers a unique Price Guarantee Program which can help protect you from short-term price changes”.

Along with selling the standard precious metal bullion, Goldline also has a nice focus on rare currencies from various countries and points in history, allowing the most savvy collectors to find some of the most coveted coins of all time. As far as purchasing gold goes, users must call in and speak with a representative. While this ensures that you will be purchasing exactly what you want (given the professional help), it may ward some investors off who prefer to simply buy the bullion online [see also How to Play Schiff’s $5,000 Gold Prediction].

Which One Is for You?

Luckily, there is no wrong answer to this question. All three of these resources are excellent and safe locations to add to or start your physical bullion collection. That being said, certain investors may prefer one site over another. APMEX will likely be most attractive to those who are already somewhat experienced in collecting and want a no-nonsense means of purchasing bullion and going about their day. Kitco, on the other hand, is a perfect resource for beginners looking to learn more about the industry prior to making an investment. Goldline will fall somewhere between the previous two but also has the added draw of the rare currencies it offers, making it appealing to niche collectors around the world.

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Disclosure: No positions at time of writing.

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Commodity HQ is not an investment advisor, and any content published by Commodity HQ does not constitute individual investment advice. The opinions offered herein are not personalized recommendations to buy, sell or hold securities or investment assets. Read the full disclaimer here.

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  • LC

    the one thing that I don’t like about apmex is their shipping is very high

  • Stacker

    Goldline is way over priced
    Kitco is having legal problems.
    Apmex is the better way to go. To be frank with you I have never bought from them.
    I tend to buy all the coins & bars that I need from Bullion trading llc in NY

  • TM

    What kind of legal problems is Kitco having?? I have a pool account with them, never heard of any legal problems!

    • Oz

      hi how is your pool account going? is there a fee per buy/sell and u make several transactions a day?
      i just sent 2750$ to my account and cant decide how to go about spending it…

      • TM

        hi Oz the fee is about $15 per transaction and there is also a heavy spread between the buy and sell prices. I just buy and hold as a safe way to park some assets in metals. the poster above mentioned legal problems of kitco and i searched for it. There seems to be a complicated tax issue with them that I did not really understand.