For many online retailers, marketplaces such as Skroutz or Amazon are the fastest way to reach customers: the audience is already there, searching with the intention to buy. At the same time, more and more merchants realise that a large part of their revenue depends on a platform they do not control – its commissions, its rules and its ranking.
The real question is not “marketplace or my own store?” but which role each should play. In this article we look at what a marketplace offers, what it costs beyond the obvious, and how to bring more customers directly to your own online store, so that no single platform decides the future of your business.
At a glance
- A marketplace gives you immediate visibility, but the customer relationship largely belongs to the platform.
- Your own online store takes longer to grow, but it builds something that belongs to you: brand, customer list, data.
- For most businesses the answer is a hybrid model, with a clear role for each channel.
- The goal is balance: no single channel should account for the majority of your revenue.
What a marketplace offers
The advantages are real, and it is worth stating them honestly. A marketplace brings ready-made traffic from people who are close to a purchase. It lends you the trust that buyers already have in the platform, something a new store needs years to earn. And it lets you start selling quickly, often with ready-made solutions for payments and shipping.
For a new business, or for testing whether a product has demand, it is often the most sensible first step.
The cost that is not immediately visible
The commission on each sale is the obvious cost. The less obvious ones matter more in the long run:
- You compete on price, side by side. Your product appears next to the same or similar products from other sellers, and the easiest way to stand out is a lower price.
- The customer belongs to the platform. You usually have limited ways to contact buyers again, so every next sale has to be won from the beginning.
- Your brand stays in the background. Many buyers remember that they bought “from the marketplace”, not from you.
- The rules can change. Commissions, ranking criteria and terms are decided by the platform, and you adapt.
None of this means you should leave. It means you should know what you are paying for and not let it become your only source of sales. Check the current terms and price list of each platform before you decide, because they differ by category and change over time.
Marketplace and own online store compared
| Marketplace | Your own online store | |
|---|---|---|
| Traffic | Ready-made, from day one | You build it: SEO, ads, newsletter, social media |
| Cost | Commission on every sale | Investment in building, hosting and promotion |
| Customer data | Limited, held by the platform | Yours, with the customer’s consent |
| Brand | In the background | At the centre |
| Control | The platform sets the rules | You set prices, presentation and experience |
| Time to results | Fast | Slower, but cumulative |
The hybrid model: both, with different roles
The most resilient businesses use both channels deliberately. The marketplace works as a channel for acquiring new customers and for products where you can compete on price. Your own store is where you build the relationship: full product range, better presentation, exclusive items, offers for existing customers.
A practical rule is to watch what share of your revenue comes from each channel. If one platform accounts for most of it, you have a dependency worth reducing – gradually, without abandoning what works.
6 ways to bring customers directly to your store
1. Build a brand people remember
A buyer who remembers your name searches for you directly. A consistent visual identity, careful packaging and a clear promise make the difference between “a seller” and “that store”. It starts with thoughtful branding, as we describe in our article on corporate identity.
2. Invest in SEO for your products and categories
Useful category texts, complete product descriptions and guides that answer buyers’ questions bring visitors who do not cost you a commission. Search engine optimization takes time, but its results accumulate.
3. Advertise with measurement
With Google Ads you appear in front of people who are searching for exactly what you sell and lead them to your own store. For this to pay off you need to know what each sale costs you, which requires correct measurement – we explain how in our article on first-party data and Consent Mode.
4. Turn the first purchase into a relationship
In your own store, every order can become the start of a relationship: a sign-up to your newsletter, a reminder when the product is about to run out, an offer for the next purchase. Repeat customers are the most profitable ones, and they are exactly what a marketplace does not give you.
5. Give people a reason to buy directly
Exclusive products or bundles, a loyalty programme, better service, personalisation, faster support: something the customer will not find on the platform. The reason does not have to be a lower price.
6. Make sure your store is fast and trustworthy
A visitor who comes from a marketplace is used to a fast, simple purchase. If your store is slow or the checkout is complicated, they will go back. Speed is the foundation – see our guide to Core Web Vitals – together with clear shipping and return terms and visible reviews.
How to decide: four questions
- What share of your revenue comes from each channel? If one exceeds half, start building the others.
- What is left after the commission? Calculate the real margin per product on each channel, including shipping and returns.
- Which products have something unique? These are the ones that deserve the spotlight in your own store.
- How many of your customers buy again? If you do not know, that is the first thing to fix.
The period before Black Friday is a good moment to ask them, since that is when you decide where to direct your offers – see also our Black Friday 2026 preparation guide.
Why choose EasyMedia 360 Digital Agency
Reducing dependence on a platform is not a single move but a combination of store, brand and promotion. At EasyMedia 360 Digital Agency we work on all three:
An online store that sells
Design and development focused on speed, a simple checkout and clear product presentation.
Traffic that belongs to you
SEO, Google Ads and newsletters that bring customers directly to your store.
A brand that stands out
Visual identity and communication that make customers remember you by name.
Frequently asked questions
Should I leave the marketplaces?
In most cases, no. They are a useful sales channel. The aim is not to depend on them exclusively.
Can I have different prices in my own store?
It depends on the terms of each platform, which you should check. In any case, the reason to buy directly does not need to be the price: exclusive products, service and loyalty benefits work just as well.
How long does it take for my own store to bring sales?
With advertising, the first sales can come soon. For steady organic traffic and repeat customers, expect several months of consistent work.
Conclusion
Marketplaces are an excellent sales channel and a poor foundation for an entire business. Use them for what they do well, and at the same time build something that belongs to you: a store that customers visit directly, a brand they remember and a list of people who want to hear from you. For a look at where the market is heading, see our article on the future of e-commerce.
Contact us
Would you like to see how your own online store could bring more direct sales? Contact EasyMedia 360 Digital Agency or schedule a meeting with our team.
