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Building a Website vs. Using Online Marketplaces: Which one is best for Your Business?

Things are finally coming together in your e-commerce bubble! You’ve got fantastic products, and you're itching to get them out into the digital world. But, here comes that age-old conundrum: should you set up shop on your own website or pitch your tent in the bustling marketplaces like Etsy or eBay? It's important to make the right choice for your business, so let’s break this down together.

Website vs. Marketplace - What's the difference?

Your Own Website - Your Business, Your Way

Having your own website is akin to owning your own house. It's your space, you dictate how it looks, what goes where, and how you want visitors to move around. In the e-commerce world, this means creating an online store from scratch or using website builders.

Platforms Available:

  • Shopify: A dedicated e-commerce platform that lets you build online stores. It's user-friendly, especially for beginners, and offers a range of customisable templates.

  • Wix: A versatile website builder with e-commerce capabilities. Perfect if you're looking for something more than just a store.

  • WordPress with WooCommerce: WordPress is one of the most popular platforms, and when paired with the WooCommerce plugin, it transforms into an e-commerce powerhouse.

Online Marketplaces - The Buzzing Digital Bazaars

Think of online marketplaces as huge shopping malls where various sellers set up their stalls. These platforms provide the infrastructure, and you simply "rent" a space to showcase your products.

Popular Marketplaces:

  • Etsy: Catering primarily to handmade, vintage, and unique items, it has a niche audience that appreciates creativity.

  • eBay: An old player in the game, eBay allows you to auction products or set fixed prices.

  • Amazon: The e-commerce behemoth offers a vast audience, but remember, it's a dense forest where standing out requires strategy.

Now that we’re clear on the basics, let’s delve a little deeper.

Website vs. Marketplace - Pros and Cons

Your Own Website: Pros and Cons


  1. Complete Control: When it’s your website, you call the shots. Design, user experience, branding – it's all in your hands. No restrictions.

  2. Branding Bonanza: Want your brand’s personality to shine through every pixel? With your own website, you can craft a unique identity without any marketplace constraints. Want to add a blog? It's yours!

  3. No Competition (on your own turf): Customers won’t be bombarded with "similar products" or "other sellers you might like". It's just you and your offerings.

  4. Flexibility with Pricing: No need to compete with other vendors on price. Set your own, without worrying about the neighbor’s discount spree.

  5. Data is Gold: Full access to analytics means you can learn what your customers love, where they come from, and how to keep them coming back.


  1. The Initial Cost: Building a site can be a bit heavy on the pocket. Domain, hosting, design – these all come with a price tag.

  2. Maintenance Hustle: Sites need TLC – updates, security, backups. Make sure you’re up for the upkeep or have the budget to outsource.

  3. Marketing Mountain: You need to drive traffic to your site. It doesn’t have the footfall that marketplaces naturally have. So, get your SEO and advertising game on point!

Online Marketplaces: Pros and Cons


  1. Instant Audience: Marketplaces are buzzing hubs. It's like instantly accessing a bustling city square filled with eager shoppers.

  2. Trust Factor: Shoppers often feel more secure purchasing from platforms they recognise.

  3. Simplified Setup: Forget about the nuances of hosting and design. You can focus purely on selling.

  4. Integrated Payment Gateways: Ready-made payment systems without the technical nightmares.


  1. Fees Upon Fees: Most marketplaces charge a median of 5-15% per transaction, plus listing fees, and maybe more. Those pennies add up!

  2. Competition Overload: From hobby sellers to established giants, it's a packed house.

  3. Less Control & Changing Goalposts: You're at the mercy of the platform's rules. And yep, these rules and algorithms change, often leaving sellers scrambling to adapt.

  4. Impersonal Branding: Limited customisation means your brand may struggle to shine brightly.

Final Thoughts: What's Best for You?

Starting on marketplaces might seem breezy. Built-in audience? Check. Instant trust? Double-check. But for the visionaries aiming for a robust brand identity and control over your own business, your website is an investment in your future.

Here's a thought: Kick off in a marketplace, get a feel of the trade, then expand to your website. This way, you're not putting all your eggs in one basket. And when your ready to move from a marketplace to your own website, check back in here for our step by step guides to help you in the next stage of your online journey;

Remember to enjoy the process; the e-commerce realm awaits your grand entry!


Your Guide Online


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