Marketplace vs. Own Website vs. Omnichannel- Where Should You Sell?
Thinking of selling online but not sure where to start? Marketplaces offer reach, a website gives control, and omnichannel lets you do it all. Let’s break it down so you can choose the best option.
A few years ago, launching a brand meant setting up a store in a busy neighbourhood and hoping customers would walk in. Today, things have changed. If you’re starting a brand, you have multiple options to sell online—but choosing the right one can be overwhelming.
Should you list on marketplaces like Amazon and Flipkart, where millions of shoppers are already searching for products like yours?
Or should you invest in your own website, where you have complete control over branding and customer data?
And what about an omnichannel strategy, where you sell across multiple platforms at once?
Each has its pros and cons, and what works for one business might not work for another. In this article, we’ll break down each option so you can decide where your brand should be selling.
1. Selling on Marketplaces
A marketplace is an online platform where multiple sellers list their products, and customers browse and purchase from different brands—all in one place. Popular online marketplaces include- Amazon, Flipkart, Meesho, Etsy, Myntra, IndiaMART, etc.
Online marketplaces in India attract millions of visitors every month. As of March 2024, Amazon India led the pack with over 295 Million monthly visitors, followed by Flipkart, which saw more than 167 Million visitors per month.
Image Source: https://www.statista.com/statistics/1239038/india-monthly-visits-on-leading-marketplace-platforms/
Marketplaces offer instant visibility since shoppers are already searching for products like yours, giving you access to a built-in customer base. They also come with less hassle, as they handle payments, logistics, and sometimes even customer support, allowing you to focus on growing your business.
In the last few years, quick commerce marketplaces like Blinkit, Zepto, Swiggy Instamart, and Dunzo have also become incredibly popular. They’ve changed how we shop by delivering everyday essentials in 10-30 minutes, making them a go-to for instant needs.
However, it’s easy to get lost among countless brands in the same category.
How Do You Sell on a Marketplace?
Selling on a marketplace is like setting up shop in a busy mall—the foot traffic is already there, so you just need to make your store stand out. Compared to building your own website from scratch, it’s much easier and faster. Here’s how you can get started:
Choose the Right Marketplace: Pick a platform based on your product category. If you sell fashion, Myntra or Ajio might be better than Amazon. If it’s beauty & personal care, Nykaa could be your best bet. Each platform caters to different audiences.
Create a Seller Account: Sign up as a seller on platforms like Amazon Seller Central, Flipkart Seller Hub, or Nykaa Seller Portal.
List Your Products: Upload high-quality images, write compelling descriptions, set competitive prices, and optimise search keywords to make sure customers find you easily.
Manage Inventory & Fulfillment: Choose between-
Self-fulfilment (you pack and ship orders)
Marketplace fulfilment (Amazon FBA, Flipkart Assured, etc., where the platform stores and ships products for you)
How do you optimise selling on Marketplaces?
Selling on marketplaces like Amazon, Flipkart, Myntra, and Nykaa provides access to a large customer base, but competition is intense. Here are a few ways you can stand out in online marketplaces:
Optimise product listings for better visibility through high-quality images, descriptions, product features, etc.
Get more reviews & ratings. Also, use marketplaces' built-in review request tools.
Use Amazon Sponsored Ads, Flipkart Product Ads, and Myntra Ads to boost product visibility.
Most marketplaces provide seller dashboards with insights on traffic, conversions, and customer behaviour. Monitor these analytics to adjust pricing, update keywords, target users, etc.
Keep pricing competitive without sacrificing profit margins. To maintain healthy profit margins, it’s essential to regularly track and validate your CAC against your product pricing.
Your Customer Acquisition Cost (CAC) can vary significantly across different product categories based on factors like competition, demand, and marketing expenses. Here’s how average CAC looks like throughout industries.
Example:
“Launched in 2013, HRX, the activewear brand co-founded by Hrithik Roshan, has taken a marketplace-first approach and is heavily present on Myntra.”
Pros & Cons of Marketplaces
“The average commission rate for marketplaces is typically between 10% and 30%. This is known as the take rate.”
Who Should Consider Selling on Marketplaces?
New brands that want instant visibility without spending heavily on ads.
Brands launching a low-cost, high-demand product with a competitive edge.
Sellers who prioritise volume over brand-building.
Businesses that don’t want the hassle of managing their own website and logistics.
2. Selling via Your Own Website
A website is your online store where customers can browse your products, add them to a cart, and make a purchase without third-party interference. Unlike marketplaces, selling through your website gives you complete control over branding, customer experience, and pricing.
How to Create Your Own Website?
Creating an online store today is as easy as setting up a social media profile- you don’t need coding skills or a tech team. With website builders like Shopify, WooCommerce, Wix, etc., and no-code tools like Framer or Webflow, you can launch a professional-looking store in just a few clicks.
Here’s how you can do it:
Choose the Right Platform: There are three main ways to build an eCommerce website:
Hosted Platforms (Easy to Set Up, Subscription-Based) Examples: Shopify, Wix eCommerce, UniCommerce
Self-Hosted Platforms (More Control, Requires Some Tech Knowledge) Examples: WooCommerce (on WordPress), Magento, OpenCart
Custom-Built Website (Full Flexibility, High Cost) Examples: Websites built using React, Laravel, or custom frameworks
Get a Domain & Hosting: Choose a name and buy it from GoDaddy, Namecheap, or Google Domains. If you're using Shopify, hosting is included.
Design Your Store: Pick a theme/template that aligns with your brand. Don’t forget to include key pages like Homepage, Product pages, Cart & Checkout pages, About, Support pages, etc.
Set Up Payment Gateways: To accept online payments, integrate Razorpay, Paytm, PayU, or PayPal for credit/debit cards, UPI, and wallets.
Set Up Shipping & logistics: While this is more of a must-have after the setup process, choose the right partner to manage deliveries locally and globally.
How to Optimise Selling on Your Own Website
Selling on your own website gives you full control over branding, customer experience, and profit margins. However, simply launching a website isn’t enough- you need to attract visitors, convert them into customers, and keep them coming back.
Here’s how you can optimise your website for better sales:
Build a User-Friendly Website with fast loading speeds & a mobile-friendly design.
Include customer reviews and testimonials to build trust. According to a study conducted by BrightLocal, up to 98% of consumers read reviews before making a purchase.
Use schema markup to improve product search visibility. Implement SEO optimisations through relevant keywords and titles.
Capture emails and phone numbers through pop-ups, lead magnets, and checkout pages.
Use WhatsApp Business for direct communication, customer support, and promotions.
Track visitor behaviour using Google Analytics and heatmaps to identify drop-off points.
Example:
“Nathabit, instead of jumping straight into marketplaces, launched their own website first with a clever strategy- offering free products on sign-ups and surveys. Who doesn’t love freebies, right? But this wasn’t just about giving stuff away. It helped them collect valuable customer data, understand what people wanted, and create buzz around their brand. By making their products feel exclusive and sustainable, they built a loyal community that felt connected to their mission. So, they expanded and grew to 100+ Crore ARR with a great customer base.”
“Zara has taken a different approach compared to many other fashion brands- it still isn’t available on Indian marketplaces like Amazon or Myntra. Instead, it actively drives customers to its own website and physical stores. Why? Because Zara thrives on exclusivity and brand control.”
Pros & Cons of Own Websites
Who Should Consider Selling via a Website?
Brands that want complete control over their sales and branding.
Brands that have high-margin products and require brand education.
Businesses that focus on long-term customer relationships.
Niche brands with a unique product offering.
3. Selling Omnichannel
What if you didn’t have to choose?
An omnichannel strategy allows you to sell across multiple platforms- marketplaces, your own website, social media, WhatsApp, and even offline stores- while ensuring a seamless experience for customers no matter where they shop.
A customer discovers your brand on Instagram, checks reviews on Amazon, browses your website for more details and finally buys from a WhatsApp link or a physical store. If you're present on all these channels, you reduce the chances of losing that sale and create multiple touchpoints to build trust.
According to a Shopify report, 73% of customers use multiple channels before making a purchase, proving that brands need to be present across multiple touchpoints.
How to Sell Omnichannel?
Register as a seller on several marketplaces.
Build your own website for brand control, either through hosting platforms or creating it from scratch.
Set up Instagram Shopping (connect your website and tag products in posts).
Create a WhatsApp Business account and enable product catalogues & auto-replies.
Partner with multi-brand retail stores to stock your products.
Explore D2C pop-up stores in high-footfall malls and exhibitions.
Pro Tip: Double down on high-performing sales channels and reduce investment in underperforming ones.
How do you optimise Omnichannel selling?
Omnichannel selling means providing customers with a seamless shopping experience across multiple platforms- your website, marketplaces, social media, and even offline stores.
Here’s how you can optimise your omnichannel strategy:
Use the same branding, messaging, and pricing across all sales channels.
Use inventory management software (like Unicommerce, EasyEcom or Shopify POS) to sync stock across all channels in real time.
Use AI-powered personalised recommendations on your website and retarget customers with relevant products via social media and email.
Offer multiple communication channels (live chat, WhatsApp, email, and social media DMs) for customer queries.
Enable push notifications for order updates, discounts, and restock alerts.
Pros & Cons of Omnichannel
Who Should Consider Omnichannel?
Established brands with resources to manage multiple channels.
Businesses that want to maximise both volume and brand control.
Founders looking to diversify across multiple platforms.
Example:
“Zivame, launched in 2011, makes lingerie shopping easy and comfortable by being everywhere their customers are- online, on social media, and in stores. They use eye-catching images and targeted ads to drive traffic to their website while also offering an in-store experience for those who prefer to shop offline. What sets them apart is their focus on customer education and convenience with tools like ‘Try at Home,’ ‘Fit Consultant,’ and ‘Fitting Lounge.’
So, Where Should You Sell?
The answer depends on where you are in your business journey:
With so many options, choosing the right sales channel can feel overwhelming. The truth is, there’s no one-size-fits-all answer. Each platform has its pros and cons, and the best choice depends on what you’re selling, who your customers are, and how much control you want over your brand.
If you’re looking for quick visibility and easy setup, marketplaces are great. If you want better profit margins and direct customer relationships, your own website is the way to go. Or better yet, do you want to be everywhere your customers are? Choose an Omnichannel strategy.
At the end of the day, the goal is to sell where your customers are and make it as easy as possible for them to buy from you. Start small, experiment, and scale up based on what works.
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