Do I Sell On My Own Website or Marketplace?

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  Selling on Amazon can sound fun and easy. The truth is since Amazon has grown so much and there are so many sellers it is very difficult to be profitable. Not that it can not be done but you are gonna have to put the time in.  Amazon is the largest eCommerce business, so should you consider selling on other sites? Yes you should. Remember the old saying never put all your eggs in one basket?


  Amazon has many rules for selling on their platform, and it is becoming increasingly difficult because so many sellers do not know or follow Amazon’s rules. Amazon is having to become more strict, this means you have to be approved to sell certain items such as clothes, shoes, and automotive items are a few examples. Even though you may be approved for selling in a certain category, Amazon may restrict certain products so it is important to know their guidelines and policies on selling products.  


Another key factor to selling on any marketplace is to research the product and know what type of target audience you need to have to be successful in selling.

Here are the top four marketplaces in the U.S. right now.


  • Amazon is the largest and most visited website. You can sell millions of different product if you are approved in that category.


  • eBay originally and still is an auction site. Customers can bid on your items or you can list them as “Buy Now”. You can sell almost anything but check there restricted list.


  • Etsy is the arts and craft platform that is doing very well.  This is the perfect platform to sell handmade crafts and vintage items.


  • Bonanza is a pretty new platform that is growing rapidly that has over 22 million items listed. Since many sell on different platforms Bonanza has import features for listing on eBay, Etsy and Amazon.


  Have you thought about starting your own online business? Everything has their pros and cons. Starting your own online business can be easier to build your brand and there are no restrictions to marketing your brand or business. Amazon does not want anyone listing or mentioning their own business. Other platforms have similar policies like Etsy, but at least Etsy will allow you to post links to your social media pages. Another key element is you have control over creating great images and descriptions to better sell your product. Having your own website gives you the freedom to create a unique customer experience to engage in.

Selling for your own website can generate more revenue because there are no fees, such as commission on marketplaces.


Another drawback to selling on other marketplaces is though they may have large number of customers, even if they buy your product they will never know you.

Selling on marketplaces does not give you the option to build an email list for future marketing.


One advantage to selling on marketplaces is most consumers trust well known marketplaces such as Etsy and Amazon versus a little known website.

Marketplaces have dominated search engines.


Without spreading yourself too thin, consider the strategy of selling on both. Again, this can be a great deal of work but it is a great way to take advantage of the traffic already generated by a marketplace platform.  

When you sell on on other marketplaces you have little control of policies, limited descriptions, search engine versus having the control of your own business website.  

As I stated in the beginning of the blog do not put all your eggs in one basket. What if you are selling 30 items on Amazon only and for some crazy reason they suspend your account? What can you do?

If you choose to sell on a marketplace make sure it is a good fit with your niche.

It comes down to what is best for you.



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