A pet supply store in Marousi, a northern suburb of Athens, sells most of its products through Skroutz, Greece’s largest price-comparison marketplace. Orders come in steadily, until a competitor drops the price on two popular pet foods and sales fall within a few days. The owner realizes he doesn’t have a single customer email to send an offer to. That is where the dilemma facing many retailers is born: a marketplace or your own e-shop?
The right answer is rarely one or the other. Below we look at what you really gain from a big platform, which costs don’t show up on the invoice, how to divide roles between channels and the ways customers start coming directly to you.
At a glance
- A marketplace brings in buyers quickly, but the relationship with them stays mainly with the platform.
- Your own store takes time, but it builds assets: a name, a customer list and data.
- Most businesses win with a mix of channels, where each one has a specific job.
- Track what share of revenue each channel brings in, so that none of them holds your business hostage.
Marketplace or your own e-shop: why the question needs rephrasing
Think of a shopping mall versus your own store in the neighborhood. At the mall, people walk by all day, but you pay rent as a percentage, follow management’s rules and visitors mostly remember the mall. In your own shop, you have to bring people in yourself, but the storefront, the prices and the regular customers are yours.
No sensible retailer would close one to keep the other without running the numbers. The real question is what role you assign to each channel and how much weight each one carries.
What you gain from a big platform
The benefits are real, and they shouldn’t be underestimated. Marketplace visitors already have purchase intent: they compare models, read reviews and are one step away from the cart. On top of that, the platform “lends” you its credibility, something an unknown store takes a long time to earn.
- You start selling within a few weeks, often with ready-made payment and shipping solutions.
- You test whether a new product has demand without investing in advertising first.
- You reach buyers who would never have searched for your name.
When you are starting from scratch or opening a new category, this is often the most logical starting point.
What is the hidden cost of marketplaces?
The commission per sale is clearly visible on your payout statement. The other costs aren’t written down anywhere, but they weigh more heavily as time goes by.
Price wars on the same screen
Your product appears next to the same or an almost identical product from other sellers. When everything else looks alike, the buyer decides on price, and your margin gets squeezed.
The customer never becomes “yours”
Your ability to reach the buyer again is usually limited. Every subsequent sale has to be won all over again, often with a new commission.
Your name stays in the shadows
Many people remember that they bought “from the platform,” not from you. So even a satisfied customer is unlikely to search for you by name.
Someone else writes the rules
Commissions, ranking criteria and display rules can change, and you simply have to adapt. Before any decision, read the platform’s current fees and rules for your category.
The two paths side by side
| Criterion | Marketplace | Your own online store |
|---|---|---|
| Who brings in the visitor | The platform, from day one | You, through SEO, advertising, social media and email |
| How you pay | A percentage of every order | Development, hosting and promotion |
| Who owns the contact | Mainly the platform | You, with the customer’s consent |
| How you stand out | Mainly on price | Through presentation, service and brand |
| Who sets the rules | The platform | You |
| When results show | Quickly | Gradually, but cumulatively |
The hybrid model: each channel with its own mission
The most resilient retailers don’t pick a side; they give each channel a specific job. The marketplace becomes the “storefront on the main street,” bringing in new buyers and selling products where you can compete on price. Your site becomes the business’s “home”: that’s where the full range lives, along with exclusive items, bundles and perks for returning customers.
An example: a handmade soap workshop in Thessaloniki can list its three best-known products on the platform, while seasonal scents, gift sets and a monthly subscription box are available only on its own site. Buyers discover the brand on the platform and have a reason to look it up afterward.
Measure every month what percentage of revenue comes from each channel. When one platform carries the bulk of it, it is time to gradually strengthen the others, without cutting what already works.
A marketplace is a great way for people to discover you. Your own site is how they remember you.
Six ways to get customers coming straight to you
1. A store as easy to use as the platform
Anyone used to two-click purchases won’t put up with slow pages or ten-field forms. Speed, a simple checkout, a clear shipping and returns policy and reviews in plain sight are the foundation. You can find out how speed is measured in our article on Core Web Vitals.
2. A reason to buy from you
You don’t have to sell for less. Exclusive bundles, a free sample, a points program, personal advice or faster service work just as well.
3. The first order as the start of a relationship
When the order is placed with you, with the customer’s consent, you can send a reminder when a consumable is running out, a suggestion that matches what they bought or an anniversary offer. Repeat customers are usually the most profitable, and no platform hands you that relationship for free.
4. Content that brings in free visits
Rich category copy, complete product descriptions and buying guides answer what shoppers are looking for and bring in visitors with no commission. SEO for e-shops takes patience, but its value grows over time.
5. Advertising that leads to your own site
With Google Ads, you show up the moment someone searches for what you sell and send them to your own store. For the numbers to add up, you need to know what each sale costs; our guide to sales with Google Ads shows how to set up a campaign properly.
6. A recognizable brand
A consistent logo, colors, packaging and tone make the difference between “one of many” and “the ones I know.” You will find the basics of this work in our guide to corporate identity. If you are thinking of putting a card with a discount code for your site in the package, first check whether the platform’s terms allow it for orders placed through it.
A quick dependency check in four questions
- Where does your revenue come from? When one channel brings in more than half of your income, your dependency is high.
- What actually ends up in your pocket? Calculate the net margin per product and per channel, including shipping, commissions and returns.
- What do you have that others don’t? Your unique products deserve the best spot on your own site.
- How many customers buy again? If you don’t know, that is your first priority.
The weeks before the big November sales are a good time for this check, because that’s when you decide where to send your traffic. See also our Black Friday guide for your e-shop.
How FoxWeb can help
Reducing your dependence on a platform doesn’t happen in a single move, but through the combination of store, promotion and brand. At FoxWeb we work on all three together.
An online store that sells
Our e-shop development focuses on speed, a simple checkout and clean product presentation.
Traffic that belongs to you
Organic search, advertising and email marketing that bring buyers to your site with no middlemen.
An identity people remember
A logo, packaging and communication style that stay in the buyer’s memory.
Frequently asked questions
Should I stop selling on Skroutz or other marketplaces?
Usually not. Marketplaces are a valuable channel for new customers. The goal is for your business not to depend on them alone, while strengthening your own store in parallel.
Am I allowed to sell for less on my own site than on the platform?
The answer lies in your contract with each platform, so read it carefully. Either way, buying direct can offer other advantages: exclusive products, loyalty points or better service.
How long does it take for a new e-shop to start selling?
If you run campaigns, the first orders can come in quickly. For steady organic traffic and returning customers, allow for several months of systematic work.
Which is better for a new business, a marketplace or your own e-shop?
To test demand, a marketplace is often the fastest start. But it is worth setting up a simple store of your own early on, so you can start gathering customers and data that belong to you.
Conclusion
Big platforms are an excellent sales channel, but a shaky foundation for an entire business. Use them where they excel and, in the meantime, invest in three things no one can take away from you: a site where customers come without a middleman, a recognizable name and a list of subscribers who look forward to your news. For where the market as a whole is heading, take a look at the latest e-commerce trends.
Want to reduce your dependence on a single platform and grow orders on your own site? Contact FoxWeb or call us at +30 210 300 57 57.
