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.

Faced with a market in constant expansion and competitiveness, creating authentic connections with consumers is a tremendous challenge for all companies. Far beyond having a quality product or service, the great differential is the ability to engage, listen and empower their customers pillars that can be strengthened and sustained through the construction of communities own brands, in which they will have the opportunity to build mutual trust and sense of belonging to retain more and more buyers.

A good community is much more than a communication space, where only the company sends information and there is no exchange. It is where customers feel part of that, contributing, exchanging and building together with the brand. It should be built on shared values, mutual trust and sense of belonging, having a clear purpose and a reason to exist, which can be the exchange of experiences, learning or mutual support that delivers real value to those who are there (exclusive content, networking, opportunities and news.

In it, the idea is that members are encouraged to contribute, co-create and share, not only consume what is being posted, either by the community management brand or by other members IS generating a much richer and consistent engagement. After all, the audience that will be there will be genuine interest in participating in that environment, and is already segmented to what the brand wants as a target audience.

Many compare the purpose and benefits of communities with social networks, which are in fact great for attracting audiences and generating awareness but the communities serve to deepen the relationship and generate greater loyalty/fidelity of the public. This is because, while in social networks we are dependent on the algorithm or investments to get the message to the right audience, in the communities it is possible to deliver the message directly to the desired audience, without dependence or competition.

In addition, engagement in social networks is volatile, as it depends on many variables such as format, language and theme, while in communities it ends up being more consistent. Not to mention the data part, that while we are limited to quantitative information provided by platforms, we can have qualitative and valuable data for the business and brand in the second case. This was proven in a study by Harvard Business Review, which identified that companies that invest in communities have a retention rate of 35% higher compared to those that do not adopt this strategy.

Any company can benefit from the proposals of these communities. However, some points should be analyzed earlier, understanding if your brand is prepared to take this step. Ask yourself: does your company have a relationship culture that goes beyond the sale, and is prepared to open this channel and have your audience co-creating with it? What are your goals with this creation? There is already a customer base willing to collaborate with the brand and interact? And, above all, what resources do you want to invest to keep the community alive and the audience engaged, curated and moderated?

To avoid creating an empty channel and without relevance to its customers, the purpose of the community should go far beyond the brand itself 'AFTER all, people do not join companies, but rather causes, themes, values or common interests. Understand the channels where your audience prefers to communicate and encourage engagement with content that maintains dynamism, such as through challenges, polls, lives or behind the scenes, keeping the community alive.

The protagonism of the members should also be shared, encouraging testimonials, questions and even constructive criticism. Creating rituals and recognitions through commemorative dates, rankings or exclusive benefits are great strategies to reinforce this sense of belonging. And, start by inviting the right people to this group, such as brand ambassadors, loyal customers or experts who help set the tone of the conversation.

Technologically, AI can be a powerful ally in this sense. In addition to helping build, deliver value and gain scale with this strategy, it can provide content ideas based on community goals and member interests. But, as with the use of this technology, many people have access to thousands of information at all times, it is necessary to go beyond the basics in this investment, valuing the relevance in the creation and sharing of content.

To contribute to this result, using bots to send recurring information, such as welcome, group rules and frequent questions is a highly advantageous decision. This, in addition to monitoring feelings and conversations that can generate crises or negative images, and mapping more active members to make specific loyalty actions.

The community is a living organism. Therefore, it is necessary to be attentive, evolve over time and always bring news so as not to lose relevance and cause people to abandon it. Always innovate, bringing new formats, partnerships and experiences that maintain interest, not dropping in sameness. There are thousands of information available at all times, so find your vertical and delve into it, being relevant and adding in the life of your community.