With the advancement of digital transformation and the increase in retail competition, 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 a 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 Society of Retail and Consumption (SBVC), about 78% of e-commerce revenue in the country comes from marketplaces, which reinforces their role as the gateway to digital sales.Marketplaces, such as 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 framework, immediate access to a massive consumer base, and operational ease.
Meanwhile, 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 profit margins and customer loyalty. By prioritizing reach and convenience, the retailer often sacrifices autonomy and direct relationship with their audience, which can hinder brand consolidation in the medium and long term.
Conversely, operating through a dedicated channel, such as an exclusive domain online store, provides freedom in management, higher profit margins 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% higher net margin. Furthermore, a PWC survey indicates that 62% of consumers prefer to buy directly from the brand if this option is available.
Despite these advantages, managing your 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 requires time and dedication. However, recently, white-label store creation tools, marketing automation, and the strength of the creative economy have made this process easier for small entrepreneurs, making it more feasible to enter the direct channel. Still, success in this model depends on solid strategy and execution.
It is important to emphasize that it is not a matter of choosing one channel over the other, but rather of integrating both approaches in a complementary manner. Many retailers have already adopted 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. And again, the scenario is confirmed: market data indicates that approximately 62% of consumers who shop on marketplaces also visit the vendors' official stores in search of special conditions, such as coupons or personalized promotions.
However, this integration requires balance. The direct channel needs to meet the standards offered by marketplaces, especially regarding delivery times, quality of service, and trust in navigation. Therefore, it is essential to invest in smart logistics, strategic partnerships, and distribution centers that ensure quick deliveries.
Finally, the ideal is not simply choosing between being on marketplaces or running a own store, but understanding 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, succeeding in e-commerce is less about where to sell and more about how to sell intelligently, integratedly, and aligned with the brand's objectives.
