With the advancement of digital transformation and increased competition in retail, entrepreneurs are increasingly faced with 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 single formula that works for all businesses.
According to data from the Brazilian Retail and Consumer Society (SBVC), about 78% of e-commerce billing in the country goes through marketplaces, which reinforces its role as a gateway to digital sales. Marketplaces, such as Amazon, Shopee and Mercado Livre, have been important allies for those who want 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 purchase journey directly impact the profit margin and loyalty. By prioritizing reach and practicality, the retailer often gives up autonomy and direct relationship with his audience, which can hinder the consolidation of the brand in the medium and long term.
On the other hand, operating through a channel of their own, such as a virtual store with exclusive domain, provides freedom in management, greater margin per product and a deeper relationship with customers. According to a survey made by Nuvemshop, stores with direct channel can reach up to 30% more than net margin. In addition, a survey by PWC points out that 62% of consumers prefer to buy directly from the brand, if this alternative is available.
Despite these advantages, managing an e-commerce itself requires planning, technical knowledge and investment in digital marketing, customer service, logistics and content. Building a loyal audience and an efficient sales ecosystem requires time and dedication. However, in recent times, store creation tools with white label technology, marketing automation and the strength of 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 strategy and solid execution.
It is important to highlight that it is not a matter of choosing between one channel and another, but rather of 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 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 official stores of sellers in search of special conditions, such as coupons or personalized promotions.
However, this integration requires balance. The direct channel needs to be up to the standard offered by marketplaces, especially with regard to delivery times, quality of service and confidence in navigation. Therefore, it is essential to invest in intelligent logistics, strategic partnerships and distribution centers that ensure agility in deliveries.
Finally, the ideal is not simply to choose between being in marketplaces or operating a store of your own, but to understand how each option can contribute to the business strategy at different stages of maturity. The secret is to plan clearly, apply consistently and monitor the results carefully. In an increasingly dynamic market, winning in e-commerce is less about where to sell and more about how to sell intelligently, integrated and aligned with the brand objectives.
