E-commerce platforms have been growing in both number and sales impact over the past few years, especially during the pandemic. Many physical stores, as well as local and artisanal producers, have chosen to sell online in response to the growing demand for this model.
Setting up a digital store may seem complex at first, but the simplicity of the buying process for customers and the constant availability of products—without interruptions—make the effort worthwhile.
Differences Between an E-Commerce Platform and a Marketplace
An E-Commerce site is a brand’s exclusive online store, fully managed by the company itself, although it may outsource services such as payment processing, storage, or distribution.
A Marketplace, on the other hand, works like a shopping mall, showcasing multiple brands in one place with a unified checkout and delivery process.
Both models have advantages and drawbacks, and they can even complement each other at different stages of a business. For example, a brand that is just starting out may not be ready to launch its own online store and could begin by using a marketplace—either one specific to its sector or a generalist one such as Dott or Amazon.
It’s important to remember that marketplaces are businesses themselves, with their own monetization models. Acting as intermediaries between brands and customers, they usually require sales commissions or product listing fees. On the other hand, they have established marketing strategies and are often recognized as strong sales channels, which reduces costs for individual stores.
In this article, we’ll explore some of the advantages of creating your own e-commerce platform, dedicated to a single brand and managed autonomously.
Of course, there are costs associated with creating an online store, which we’ve already explored in this article. However, it can be an investment with significant long-term returns, depending on the brand’s objectives.
1. Total Independence
Brands on a marketplace are always dependent on its proper functioning—from access to product pages to on-time delivery. These are variables outside their control.
With an independent e-commerce store, the company manages hosting, logistics, and payments directly, ensuring efficiency and security. It also avoids potential issues with product presentation or page access.
2. Customization Options
Marketplaces have a unified identity, meaning all store and product pages follow the same structure. As a result, brands cannot fully express their personality, values, or beliefs—often competing solely on product or price.
An e-commerce store, on the other hand, can be fully customized—not only with brand colors and visuals but also with its message and mission, embedded in every element, such as a slogan.
This customization builds trust and fosters long-term relationships, creating empathy between customer and brand that goes beyond a simple commercial transaction.
3. Direct Relationship with the Consumer
By eliminating intermediaries, an e-commerce store allows a direct relationship with customers that extends far beyond the purchase itself. A content strategy—for example, articles on a blog—can attract visitors for information or entertainment, building ongoing engagement.
Additionally, by managing its own online space, the brand can analyze consumer behavior through analytics tools such as Google Analytics.
4. Integration of Testimonials and Success Stories
While many marketplaces allow basic ratings and reviews (e.g., 1–5 stars), they do not provide space to showcase in-depth success stories.
An e-commerce platform can include dedicated sections for customer testimonials, detailed case studies, or even product explanations—such as insights into the production process.
5. No Commissions or Hidden Costs
As mentioned, marketplaces often charge entry fees or commissions per sale—an ongoing variable cost that doesn’t apply to independent e-commerce stores.
In addition, marketplace business models may change over time, introducing new costs to promote products or secure top placement in search results—essentially paid ads. These fees may start low but increase as sales grow, creating unpredictable expenses dictated by third parties.
E-commerce platforms are increasingly popular with brands because they are accessible and cost-effective, thanks to specialized tools such as Magento, WooCommerce, and Wix. The advantages outlined here more than justify the investment.
Wola has been supporting companies across industries in building online strategies and implementing successful e-commerce stores, including cases such as Viveiros Vítor Lourenço and Kasuar. You can explore more success stories in our Portfolio.
If you’d like to schedule a meeting and receive a quote for your new online store, get in touch with us!