Selecting the best issuer to buy from is an easier task than it may seem. Even though there are many issuers to choose from, you have to consider two main things, which often narrows the choice to just one of them. Firstly, more than the issuer matters the ETF, so if it's issued by a responsible issuer, it isn't necessary to look at his name. And secondly, it depends on where you have your brokerage account. Most brokers make the ETFs they issue on their own commission-free, which is the thing you're looking for.