Establishing an online presence has become a necessity for businesses today. Due to the COVID-19 pandemic, eCommerce has received a big boost and experienced exponential growth. Selling products online has become one of the best ways to ensure business growth.

But is it better to sell on your website or an online marketplace like Amazon? This is a crucial decision for businesses just starting their online journey. The article discusses the pros and cons of both the sales channels to help you make the best decision.

Selling on your own website


Building a website has become relatively easier

Today, there are several options to create a personalized business site for yourself without having any technical know-how. Some popular options, such as Shopify or WordPress, are user-friendly and offer tutorials and pre-made website templates to make your job easy.

Complete control over the process

The primary benefit of selling on a self-hosted website is owning it and having complete control over the content, design, and selling process. The spotlight is entirely on you, and you are able to eliminate your competitors since users can only buy your products. This is not the case in an online marketplace with massive competition, as there are many sellers for the same products.

You own the customer

When people buy your products from Amazon, they are Amazon’s customers, not yours, since they have used Amazon’s platform and features. However, if the same people buy products from your branded storefront online, you can have more control over their data which can be further utilized for customer marketing and remarketing.

A more professional and reliable image

Your website is not just a platform to buy your products, but it is the face of your company. A well-designed website lets you convey your brand message, showcase why your product is unique, and helps in effective branding.

No or very low selling fees

Naturally, if you use someone else’s platform for selling products, you will be required to pay a fee to them. Selling on your website saves that cost and allows you to keep all your profit to yourself. Even if you use a platform like Shopify for building your online store, the fee is significantly lower than that on a marketplace. 


Initial start-up costs

Setting up your website and promoting your products online to attract traffic to your site requires investment. This initial investment to start everything from scratch can be a huge expense for some companies.

Initial lack of traffic

Unless you’re an already established brand, attracting relevant visitors to your website takes time. Building a loyal customer base who regularly visits your site requires consistent efforts for a long time.

Customer support

Powerful direct-to-consumer marketplaces such as Amazon provide excellent customer service, be it in free returns, same-day shipping, or resolving any issues customers face. This is the reason why people prefer these platforms in the first place. Thus, you need to improve your customer support if you want people to buy from your site.

Selling on an online marketplace


Wider customer reach

An eCommerce marketplace gives you the benefit of built-in traffic. It is handy when you are a small and not very well-known company. Such marketplaces receive a high volume of customer traffic consistently.

Improves product visibility

If your product is listed on popular eCommerce platforms such as Amazon or eBay, its visibility improves drastically on search engines. This is because platforms like Amazon have huge authority, and its product pages rank well in Google search.

Better inventory management

These marketplaces can manage your inventory and take care of packaging and shipping for you. Moreover, their customer service is also considered better than individual businesses.


High competition

Users can explore products offered by several businesses and compare prices. This might be good for buyers but not for sellers. With millions of vendors selling their products on such marketplaces, the competition is massive.

Listing and selling Charges

Online marketplaces attract higher traffic and can result in more significant sales for businesses, but this has a cost. Every business selling products on these platforms pays a fee for the services provided to them.

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Depending on the resources, expertise, and brand value, you can decide where you want to sell your products. A multi-channel sales strategy is the best to reach a wider audience.

We can guide you to set up your online store with multiple channels on Shopify. You can leave all the technical details to us and focus on growing your business!

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