Marketplace vs. Your Own Store: What’s the Best Strategy?

Lucas Ferraz · 2026-10-07

Marketplace

• Scalability and brand control

Marketplaces offer quick scalability, allowing you to reach a large number of consumers in a short time. However, control over your brand is limited, since your product’s image gets mixed in with other sellers. On the other hand, having your own store gives you full control over the customer experience, layout, and branding, but it takes more time and effort to scale.

• Costs involved

Running your own store can come with considerable fixed costs, such as hosting, development, and maintenance. On average, these costs can range from R$ 1.000 to R$ 5.000 per month, depending on the complexity of the store. In contrast, marketplaces charge commissions of 10% to 20% per sale, but don’t have significant fixed costs. This can be more affordable, especially for those just getting started.

• Sales performance

Sales performance on marketplaces is generally better, especially for products that are popular or in high demand. Studies indicate that products on marketplaces can have a conversion rate of up to 15%, while stores of your own usually have rates between 1% and 5%. However, a well-optimized store of your own can outperform that average with SEO and remarketing strategies.

• Legal and payment implications

Marketplaces already have established payment and compliance systems, which makes operating easier. However, you need to follow the platform’s rules, which can change. With your own store, you have to manage legal matters like return policies and consumer protection, as well as choose a payment provider. This can be a significant challenge, especially for new entrepreneurs.

• Customer experience and loyalty

The customer experience is crucial for building loyalty. Marketplaces offer a standardized experience, but it may not be personalized. In contrast, your own store lets you create a unique customer journey, with personalization options and direct communication. This can increase brand loyalty, but it requires more investment in marketing and customer support.

Conclusion

In short, the choice between a marketplace and your own store depends on your business model and long-term goals. A marketplace may be ideal for anyone looking for quick scalability, while your own store is better for those who want full control over their brand.

WHAT ARE YOUR CURRENT SALES NUMBERS FOR EACH MODEL?