Why start an online store? Your own store vs social media and marketplaces
Businesses can sell online through classified-advertising sites, marketplaces, social media and their own stores. This article focuses on the last option: the commercial benefits of having your own sales platform and the opportunities it creates compared with relying solely on marketplaces or social channels.
Your own online store gives you greater flexibility
Your own store gives you control over the offer, customer journey and way in which the brand is presented. You can develop the catalogue without arbitrary marketplace restrictions and keep the visual identity, product information and promotional content consistent across the entire platform.
Better customer experience
A store that you control can provide a more considered customer experience. Loyalty points, personalised offers, member discounts and product personalisation can all encourage repeat purchases. You can also tailor account features, delivery options and after-sales communication to the needs of your customers.
More control over margins
Marketplaces may charge significant commission on each sale — in some Allegro categories, for example, it can reach 20%. Your own store will still incur payment-processing and operating costs, but these are often much lower than marketplace commission. Over time, the difference can improve both margins and overall profitability.
No competing offers on the same page
On your own website, customers are not shown a row of competing products directly beside yours. The page is devoted to your offer and brand, allowing you to explain the value of the product and guide the customer towards a decision without marketplace distractions.
Your own store or a marketplace?
You do not necessarily have to choose one channel. A diversified sales model is often the most practical approach, particularly at the beginning. Marketplaces can provide reach while you build regular traffic to your own store; the store then becomes the channel you control and can develop for long-term customer relationships.
