With the advance of digital transformation and the increasing competition in retail, entrepreneurs are increasingly faced with a crucial decision: is it more advantageous to start in e-commerce through large marketplaces or to invest from the beginning in an operation with their own website? The answer depends on numerous factors, and there is no single formula that works for all businesses.
According to data from the Brazilian Retail and Consumption Society (SBVC), about 78% of e-commerce revenue in the country goes through marketplaces, which reinforces their leading role as a gateway for digital sales. Marketplaces, such as Amazon, Shopee, and Mercado Livre, have proven to be important allies for those who want to quickly enter the online world. These platforms offer a robust structure, immediate access to a massive consumer base, and operational ease.
However, this great showcase also brings significant challenges. The fees charged per sale, the rules imposed by the platforms, and the limited control over the customer’s buying journey directly impact profit margins and customer loyalty. By prioritizing reach and convenience, the retailer often sacrifices autonomy and direct relationship with their audience, which can hinder the brand’s consolidation in the medium and long term.
On the other hand, operating through a proprietary channel, such as a virtual store with an exclusive domain, provides freedom in management, higher margin per product, and a deeper relationship with customers. According to a survey conducted by Nuvemshop, stores with a direct channel can achieve up to 30% more net margin. Furthermore, a PWC survey shows that 62% of consumers prefer to buy directly from the brand if this option is available.
Despite these advantages, managing an own e-commerce requires planning, technical knowledge, and investment in digital marketing, customer service, logistics, and content. Building a loyal audience and an efficient sales ecosystem takes time and dedication. However, lately, store creation tools with white label technology, marketing automation, and the strength of the creative economy have facilitated this process for small entrepreneurs, making it more feasible to enter the direct channel. Still, success in this model depends on a solid strategy and execution.
It is important to highlight that it is not about choosing between one channel or another, but rather integrating both fronts complementarily. Many retailers already adopt a hybrid approach, using the high traffic of marketplaces to attract new customers and redirect them to their own channels, where it is possible to offer exclusive advantages and a differentiated experience. And again, the scenario is proven: market data indicates that approximately 62% of consumers who buy on marketplaces also visit the sellers’ official stores in search of special conditions, such as coupons or personalized promotions.
However, this integration requires balance. The direct channel needs to match the standard offered by marketplaces, especially concerning delivery times, quality of service, and navigation trust. Therefore, it is essential to invest in smart logistics, strategic partnerships, and distribution centers that ensure agility in deliveries.
Finally, the ideal is not simply choosing between being in marketplaces or operating your own store, but understanding how each option can contribute to the business strategy at different stages of maturity. The secret lies in planning clearly, applying consistently, and monitoring the results attentively. In an increasingly dynamic market, winning in e-commerce is less about where to sell and more about how to sell smartly, integrated, and aligned with the brand’s objectives.
