The Small Business Health Options Program (SHOP) Marketplace is a new program that is supposed to simplify the process of buying health insurance for small businesses. Not all insurance companies offer SHOP plans. To participate in the SHOP Marketplace, you must: Have a principal business address within the state where you’re buying coverage, have at least one common-law employee on payroll and employ 50 or fewer full-time equivalent employees (FTEs), including part-time employees.