Most growing brands eventually ask the same question: should we sell on marketplaces, build our own store, or both? The honest answer is that it depends less on the platform and more on your margins, your operations and how much you want to own the customer relationship.
The short answer
Start on a marketplace if you need to test demand quickly and your margins can absorb commissions. Build your own store when you want repeat customers, higher margins and your own data. Most brands that grow sustainably end up running both, with clear rules about pricing and stock.
What marketplaces give you
Marketplaces such as Amazon, Trendyol or regional platforms bring buyers who are already looking to purchase. You do not need to build traffic from zero, and payments and often logistics are handled for you. For a new product this is a fast way to learn which items sell and at what price.
The trade-offs are real. Commissions, advertising fees and return costs can take a large share of each sale. You compete side by side with similar products, often on price. And the customer belongs to the marketplace: you usually cannot build an email list or a direct relationship.
What your own store gives you
On your own Shopify store you control the brand experience, the product story and the price. Margin per order is usually higher, and every visitor and customer adds to data you own, which makes remarketing, email and loyalty possible.
The cost is that you must bring the traffic yourself, through search, social media, advertising and partnerships. That requires budget, content and correct tracking from day one.
Run the numbers per order
Before deciding, calculate the contribution per order on each channel: selling price minus product cost, commission or payment fees, shipping, expected returns and the advertising needed to win the order. A channel that sells more units can still earn less.
A practical way to run both
- Keep one master source for product data, so titles, images and specs match everywhere.
- Decide pricing rules in advance, and avoid undercutting your own store.
- Sync stock so you do not oversell.
- Use the marketplace for discovery and your store for repeat orders, bundles and exclusive items.
- Review contribution per channel monthly, not just revenue.
Common mistakes
- Comparing channels on revenue instead of profit per order.
- Opening your own store without a plan to bring traffic.
- Letting product information drift apart across channels.
- Treating the marketplace as a dumping ground for discounts, which trains customers to wait for sales.
Where we can help
We set up and run Shopify stores and marketplace operations for brands in Türkiye, the UK and the Gulf. If you want a second opinion on your channel mix, tell us about your store.