You have a product to sell: handmade soap, children's clothes, ceramics, coffee or workshop supplies. A friend says, "Put it on Amazon, you will sell in a week." Someone else says, "Build your own site and get to know your customers." Both sound right, and you do not know which to begin with.
In this article I do not give a single answer to the question of your own website or marketplace, because there is no single right answer. I explain the difference in plain language so you can decide for your own situation. I will not quote commission rates or prices; they change over time and every marketplace publishes its own current terms.
What is a marketplace, and what is your own site?
A marketplace is like a big shopping mall. On platforms such as Amazon, eBay or Etsy, thousands of sellers offer products under one roof. The customers are already there, and you put your product on the shelf.
Your own site is like your own shop on a street of your choosing. You decide the sign, the window, the prices and how you talk to customers. But you also have to bring people to the door yourself.
The difference at a glance
| Topic | Marketplace | Your own site |
|---|---|---|
| Customers | A ready audience exists | You have to bring the customers |
| Speed of starting | Usually faster | Setup and promotion take time |
| Rules | Set by the platform, can change | Set by you |
| Cost structure | Commission and platform fees on sales | Site, payment and promotion costs are yours |
| Customer data | The platform keeps it | The customer list stays with you |
| Brand look | Fixed page layout, next to competitors | Design and story belong to you |
The marketplace: advantages and the price
The biggest advantage of a marketplace is ready-made customer traffic. You may not need an advertising budget or a website to make the first sale. Payment, shipping integration and customer trust are largely provided by the platform.
The price is this:
- Commissions and fees. You pay the platform a share of each sale. Rates vary by category and time, so read the platform's current terms before you start.
- The rules are not in your hands. The platform can change its policies, its ranking or its fee structure. One day you may lose your position.
- You stand next to competitors. The customer sees ten sellers of the same product side by side. Very often, price decides.
- You do not know the customer. The customer belongs to the platform first and to you second.
Your own site: advantages and the price
On your own site, the customer is yours. You know their contact details, why they bought a product and what you might offer next time. You can tell your story and arrange product pages as you like.
The price is this:
- Bringing customers is up to you. Opening a site is like hanging a sign on a shop. Without people passing by, there are no orders. You need to attract visitors through search engines, social media and advertising.
- Trust takes time. Someone buying for the first time from a new site hesitates. Return terms, contact details and reviews build that trust.
- You carry more responsibility. Payments, shipping, customer messages and legal requirements become your job. For those matters you should consult the right professional, such as your accountant.
Which one should you start with?
I see three general paths depending on the situation.
- Your product is new and you want to test demand. You can start on a marketplace. You quickly see whether there is interest and which photo and description work better.
- Your product is special and has a story. If it is handmade, boutique or branded, your own site may be a more natural home. Customers will come looking for you.
- You are already a known business. If you have a shop, social media followers or loyal customers, opening your own site is a good continuation, because part of the work of bringing customers is already done.
Questions to ask before you begin
Write down and answer these three questions before deciding:
- Who is searching for my product today, and where?
- Do I have the time and the person to handle stock, shipping and customer messages?
- Do I want my customers to remember me by name in a year?
If your answers lean toward the marketplace, start there; if they lean toward brand, start with your own site. If you are torn, testing a small product group on a marketplace while you prepare your site at the same time is a sensible route.
Using both together
For most businesses, the healthiest path is to use both. The marketplace finds new customers, and your own site turns them into lasting ones. On this path, keep the following in mind.
- Use the product names, photos and brand voice from the marketplace consistently on your own site as well.
- Before you put a small note about your brand or site in the package, ask the platform whether this is allowed under its rules. Breaking the rules can harm your account.
- Plan campaigns so the two channels do not get in each other's way.
The difference for branding
On a marketplace, customers mostly remember the product, not the seller. They say, "the soap I bought on that platform", and not your name. On your own site, customers come straight to your brand. If they want the same product again, they look for you by name.
Frequently asked questions
Is selling only on a marketplace enough?
For some businesses it is. But depending on one channel is risky; if the platform changes its rules, your sales may be affected. I suggest building your own site over time.
Should I leave the marketplace once I have my own site?
No need. Using both is common and sensible. You adjust the balance over time by looking at which product goes better where.
Will sales start right away on my own site?
It would not be right to say so. Without customers knowing your site, orders do not come. Promotion takes time and effort.
What is the commission rate?
Rates differ by platform, category and time. That is why I do not give a figure; read the platform's current terms before you start selling.
Conclusion
A marketplace offers a fast start; your own site offers a long-term brand and customer relationship. Which one you choose depends on your product, your budget and your goal. The right decision is often to combine them step by step. If you want to plan your own online shop, you can reach me through my website design page.