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.

Facing a constantly expanding and competitive market, creating authentic connections with consumers is a tremendous challenge for all companies. More than just having a quality product or service, the key differentiator lies in the ability to engage, listen to, and empower customers – pillars that can be reinforced and sustained through the building of brand-specific communities, where they can foster mutual trust and a sense of belonging to increasingly retain buyers.

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

The idea is to encourage members to contribute, co-create, and share, not just consume what's being posted, whether by the brand administering the community or by other members – generating much richer and more consistent engagement. After all, the audience present will be there out of genuine interest in participating in that environment, and will already be segmented to match the brand's desired target audience.

Many compare the purpose and benefits of communities to social media, which, in fact, are great for attracting an audience and generating awareness Of the brand. However, communities serve to deepen relationships and generate greater loyalty/fidelity from the public. This is because, while on social media we depend on the algorithm or investments to get the message to the right audience, in communities it is possible to deliver the message directly to the desired audience, without dependence or competition.

Furthermore, social media engagement is volatile, as it depends on many variables such as format, language, and theme, whereas engagement in communities tends to be more consistent. Not to mention the data aspect; while we are limited to quantitative information provided by the platforms, we can gain qualitative and valuable data for the business and brand in the latter case. This was proven in a Harvard Business Review study, which identified that companies that invest in communities have a 35% higher retention rate compared to those that do not adopt this strategy.

Any company can benefit from these community proposals. However, some points should be considered beforehand, understanding if your brand is prepared to take this step. Ask yourself: Does your company have a relationship culture that goes beyond sales, and are you prepared to open this channel and have your audience co-create with you? What are your objectives with this creation? Is there already a base of clients willing to collaborate with the brand and interact? And, above all, what resources do you intend to invest to keep the community alive and the audience engaged, with curation and moderation?

To prevent a hollow and irrelevant community for your clients, its purpose must extend far beyond the brand itself – after all, people don't join companies, but rather causes, topics, values, or shared interests. Understand the channels where your audience prefers to communicate and encourage engagement with dynamic content, such as challenges, polls, live streams, or behind-the-scenes glimpses, keeping the community vibrant.

Member contributions should also be shared, encouraging testimonials, questions, and even constructive criticism. Creating rituals and recognition through commemorative dates, rankings, or exclusive benefits are excellent strategies to reinforce this sense of belonging. And, start by inviting the right people to this group, like brand ambassadors, loyal customers, or experts to help set the tone for the conversation.

From a technological standpoint, AI can be a powerful ally in this respect. Besides helping to build, deliver value, and scale this strategy, it can provide content ideas based on community goals and member interests. However, with this technology allowing widespread access to thousands of pieces of information constantly, it's essential to go beyond basic implementation in this investment, prioritizing relevance in content creation and sharing.

To contribute to this outcome, using bots to send recurring information, such as welcome messages, group rules, and frequently asked questions, is a highly advantageous decision. This, in addition to monitoring sentiments and conversations that could generate crises or negative images, and identifying the most active members to perform specific loyalty-building actions, is beneficial.

A community is a living organism. Therefore, it's crucial to be attentive, evolve with time, and always bring new things to maintain relevance and prevent people from leaving. Always innovate, introducing new formats, partnerships, and experiences to keep interest high, and avoid stagnation. There's a wealth of information available constantly, so find your niche and delve deep into it, being relevant and adding value to your community's life.