Marketplace or own store: advantages and risks

Deciding the ideal sales channel for distributing your products is a crucial milestone for the profitability of any digital commercial operation. Choosing between positioning your items in a marketplace or your own store involves considering the profit margin per order, the level of control over the customer base and the direct dependence on third-party commission policies.

This practical guide maps out the pros and cons of each online selling strategy. You will understand how to use the massive traffic of marketplaces to boost initial orders, the importance of having your own sales channel to retain customers in the long term, and how to plan the coexistence of both business models.

Marketplace: The Short-Term Traffic Catalyst

Marketplaces (such as Mercado Livre, Amazon and Shopee) function like gigantic virtual shopping malls. The main advantage of this channel is instant access to millions of daily active buyers, which drastically reduces the initial investment in advertising. It is an excellent gateway to testing the adhesion of new products in the market and turning stock quickly.

However, the ease of sales takes its toll in the form of commissions ranging from 10% to 20% of the order value, in addition to a predatory price war on the same layout.

Own Store: Building autonomy and brand value

Developing your own bespoke store is investing in a real business asset. By managing your own e-commerce, your company gains absolute control over the brand's visual identity (premium editorial design), the collection and analysis of customer data (indispensable for remarketing campaigns) and the free definition of payment methods and shipping rules.

Most importantly: the profit margin on each sale belongs entirely to your business, with no third-party intermediation fees on revenue.

The infographic evaluates the main economic and operational factors that define the sustainability of each sales channel.

Advantages and Risks: A strategic balance

• Profit Margin: High in the Own Store (no commission fees) and Low in the Marketplace (high commissions and mandatory shipping fees).
• Customer Control: Total in the Own Store (access to email, telephone and history) and Non-existent in the Marketplace (the platform retains the buyer's data).
• Traffic Effort: High in the Own Store (requires traffic and SEO campaigns) and Minimum in the Marketplace (takes advantage of the platform's organic traffic).
• Suspension Risk: High in the Marketplace (rule changes or sudden blocks) and Non-existent in the Own Store (independent channel).