With the advancement of digital transformation and increasing competition in retail, entrepreneurs increasingly face a crucial decision: is it more advantageous to start in e-commerce through large marketplaces or invest from the beginning in an operation with their own website? The answer depends on numerous factors, and there is no one-size-fits-all formula that works for all businesses.
According to data from the Brazilian Society of Retail and Consumption (SBVC), about 78% of the revenue from e-commerce in the country goes through marketplaces, reinforcing their leading role as a gateway to digital sales. Marketplaces like Amazon, Shopee, and Mercado Livre have proven to be important allies for those looking to quickly enter the online universe. These platforms offer a robust structure, immediate access to a massive consumer base, and operational ease.
However, this large showcase also brings significant challenges. The fees charged per sale, the rules imposed by the platforms, and the limited control over the customer’s purchasing journey directly impact profit margins and loyalty. By prioritizing reach and convenience, retailers often sacrifice autonomy and direct relationships with their audience, which can hinder brand consolidation in the medium and long term.
On the other hand, operating through an owned channel, such as a virtual store with an exclusive domain, provides freedom in management, higher margins per product, and a deeper relationship with customers. According to a survey by Nuvemshop, stores with direct channels can achieve up to 30% higher net margins. Additionally, a PWC study indicates that 62% of consumers prefer to buy directly from the brand if that option is available.
Despite these advantages, managing an owned 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, recently, white-label store creation tools, marketing automation, and the power of the creative economy have made this process easier for small entrepreneurs, making entry into direct channels more viable. Still, success in this model depends on solid strategy and execution.
It’s important to note that this isn’t about choosing one channel over the other but integrating both fronts in a complementary way. 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 they can offer exclusive advantages and a differentiated experience. Market data confirms this: approximately 62% of consumers who buy on marketplaces also visit sellers’ official stores in search of special conditions, such as coupons or personalized promotions.
However, this integration requires balance. The direct channel must meet the standards offered by marketplaces, especially regarding delivery times, service quality, and navigation trust. Therefore, it’s essential to invest in smart logistics, strategic partnerships, and distribution centers that ensure agility in deliveries.
Ultimately, the ideal approach isn’t simply choosing between being on marketplaces or operating an owned store but understanding how each option can contribute to the business strategy at different stages of maturity. The secret lies in planning clearly, executing consistently, and monitoring results attentively. In an increasingly dynamic market, winning in e-commerce is less about where to sell and more about how to sell intelligently, in an integrated way aligned with the brand’s objectives.
