Marketplace or online store? The key to smarter e-commerce growth

Expanding your e-commerce business is one of the most crucial strategic decisions a company can make today. But the choice is rarely simple. Should you focus on building your own webstore, or enter established marketplaces like Amazon, Zalando, or CDON?

ommarMany online retailers face this exact question, and it often feels like you have to choose one path. But reality is more complex. The answer is rarely black or white, and that’s exactly why the decision feels so difficult.

Why marketplaces and webshops feel like an impossible choice

Running your own webshop offers full control of your brand, customer experience, and data. You can build long-term relationships and avoid paying commissions to third parties. However, scaling through a webshop requires time, marketing budgets, and patience to build brand awareness.

Marketplaces, on the other hand, give you instant reach, established customer bases, and a fast track to new markets. Payment, logistics, and trust are already in place. But you lose some control, competition is tough, and every sale comes with commission fees.

What’s more, marketplaces allow you to build a large customer base and test entirely new markets where your own webshop may not yet have a presence. Instead of investing heavily to expand through your own store, you can use marketplaces to explore new regions and audiences, learn what works, and grow from there.

Both paths have clear advantages and challenges, which is why choosing between them can feel impossible.

The smartest e-commerce strategy: combine both

The most successful online retailers have realized it’s not about choosing one or the other. It’s about combining the two.

Marketplaces act as the engine for fast expansion and international growth.
Your own webshop becomes the foundation for brand building and long-term customer loyalty.

By using the strengths of both channels at the same time, you get the best of both worlds: rapid growth today and a strong brand that lasts over time.

How Sello helps you grow on both fronts

Combining both channels is a smart move, but it can also be complex. Different systems, requirements, and markets can make it hard to manage efficiently. That’s where Sello simplifies everything.

With Sello as your central platform, you can:

• Manage both your webshop and multiple marketplaces from one system.
• Expand internationally without extra costs or duplicate work.
• Build a sustainable e-commerce strategy that balances short-term growth with long-term brand building.

Conclusion

When faced with the difficult decision of how to grow your e-commerce business, don’t think in terms of “either or.” Instead, think “both and.”

With the right balance and the right tools, you can expand internationally without losing control of your brand.

Want to learn how your company can combine marketplace sales with your own webshop in a smart and cost-effective way? Get in touch with us at Sello, and we’ll help you take the next step.

Sara Pettersson, Marketing specialist