Should you focus on your own website or sell through marketplaces like TikTok Shop and Amazon? The answer isn't either/or — it's about understanding when each channel makes sense.
The Case for Marketplaces
Marketplaces offer built-in traffic, trust, and infrastructure. TikTok Shop puts your products in front of a billion users. Amazon provides Prime shipping trust. You don't need to build an audience from scratch or handle payment processing. For new brands, marketplaces offer the fastest path to sales.
The Case for Your Own Website
Your website is owned real estate. You control the experience, capture customer data, and keep higher margins (no marketplace fees). Long-term brand building requires direct customer relationships that marketplaces don't provide.
The Omnichannel Reality
The most successful brands do both. Marketplaces drive discovery and first purchases. Your website captures repeat customers and email subscribers. Each channel serves a different purpose in the customer journey.
Margin Considerations
Marketplace fees typically run 15-20% of sale price. Factor this into your pricing strategy. Some brands price higher on marketplaces to maintain margins. Others accept lower margins for the volume and discovery benefits.
Customer Data Ownership
On marketplaces, you don't own customer relationships. On your website, you capture emails, build retargeting audiences, and control the communication. This data becomes invaluable as your brand grows.
Our Recommended Approach
Start with marketplaces to validate demand and build cash flow. Reinvest profits into building your brand website and direct customer relationships. Use marketplaces for acquisition and your website for retention.