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Gold investing and collecting has been popular for decades among both serious investors and the average person. In today’s world it seems that the internet is home to dozens of options for adding to your gold bullion collection. 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 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.


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 well as an interactive chart that can track any of them. 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 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 coins shaped like bears, four leaf clovers, and even a rare Titanic-edition coin, among others. This site allows investors of all kinds to make appropriate allocations, as they offer everything from one ounce coins to kilo bars that run for approximately $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].


Image of gold bar

Kitco tends to focus its efforts away from selling 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 goes on to 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 off some investors 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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