Marketplace vs. Own Store: Where Should You Sell Online?
Compare the pros and cons of selling on marketplaces like Amazon versus building your own e-commerce store.
The Central Question
Should you sell on Amazon, Etsy, and eBay, or build your own Shopify store? The answer for most brands is both—but with different strategies for each.
Marketplace Advantages
Marketplace Disadvantages
Own Store Advantages
Own Store Challenges
The Hybrid Strategy
Use marketplaces for discovery and volume. Use your own store for brand building and margins. Direct marketplace customers to your own site through inserts, packaging, and post-purchase email.
Decision Framework
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