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Starting your own ecommerce site can be intimidating for a busy small business owner. That is exactly why many people decide to start selling in an online marketplace.

But is the marketplace really the best decision for you and your small business? In this article, you’ll find seven reasons that an independent ecommerce site is the best way to enjoy all of the benefits of selling online.

7 Benefits of Selling Online with Your Own Ecommerce Site

1. Online Store Owner vs The Marketplace
2. Your Ecommerce Site, Your Brand, Your Rules
3. It’s All About Loyalty
4. Cut Out the Middleman with an Ecommerce Site
5. Benefits of Selling Online? Return Customers
6. Benefits of Ecommerce? Money Money Money
7. In Ecommerce, Analytics is King

1. Online Store Owner vs The Marketplace

When you choose to be in a large marketplace like Amazon, Etsy or eBay, thousands of similar brands to yours will be displayed and featured, even if you are selling a unique product.

Your products may be lost in a sea of competitors and you will find it difficult to make it pop and stand out.

Yes, these marketplaces have a high volume of traffic, but so does a search engine! One of the benefits of selling online is access to a global audience. Traffic to an online marketplace doesn’t mean YOUR BRAND will see any of that traffic.

With your own ecommerce site is that you can focus 100% on your brand and your niche. People that arrive at your store are there because they want to know more about your product, not because they’re searching for a general topic and happened upon your products.

A big advantage of being an online store owner is that you develop and execute your campaigns as you wish, making them as unique as possible while reaching thousands (even millions) of prospective customers.

A woman works intently on her computer weighing the benefits of selling online.

2. Your Ecommerce Site, Your Brand, Your Rules

Branding is instrumental in making your business successful. Every online store can benefit from a brand strategy and it is one of the biggest advantages of having an independent ecommerce site. Why?

When you buy online from Etsy or any other big marketplace, everything from the product description to the box you get delivered to your house is branded to the marketplace. The online store owner (you) rarely gets mentioned creating a disconnect between you and the customer, which can lead to a weak brand identity.

Being able to customize your store branding is a major asset to your business. We have professional Selz themes and a simple store editor that lets you create a stunning and professional ecommerce website that represents your brand. Designing a website doesn’t need to be scary, with Selz creating a powerful online store is simple!

Branding might seem small but most customers are buying and researching what to buy online. Controlling the way your brand is presented is key. Control is power.

3. Loyalty is One of the Benefits of Selling Online

In commerce, word of mouth and customer loyalty are important.

The lack of customer loyalty in marketplace stores makes it difficult to create repeat customers. Selling from your own online store allows you to create a more personal relationship with the customer because of the extra options your customer has to contact, communicate, and learn about your ecommerce site and your products.

In your own online store, many strategies can be applied to grow your customer relationships and create a loyal community. Selz has different features for this exact purpose:


You can use rating and commenting apps like Yotpo or Disqus to increase the interaction and engagement of your customers with your ecommerce website. Customer comments provide social proof that serves as a personal recommendation of your brand. People want to hear from real customers, their feedback is important and you should include it in your marketing plan.


With Selz, you can reward the loyalty of your customers by providing them with discounts or shipping deals. Even a small token of appreciation can go a long way when you are starting out. Showing appreciation to your loyal clients not only increases sales but also forms a bond between your buyer and your brand.

Check out how easy it is to add a discount to any product in your Selz store.

Blogs and Newsletters

Creating a blog for your ecommerce site can be a great hook and a great way to increase traffic to your store. Integrate MailChimp or any other mailing list platform that you use to send out newsletters to your customers and keep them coming back for more.

A standalone ecommerce site enables you to guide the conversation how you please, you can have photo galleries, a podcast, blog, video tutorials, the sky’s the limit.

A man shows a customer products on his laptop in his car repair garage for this article about the benefits of selling online from an independent ecommerce site.

4. Cut Out the Middleman with an Ecommerce Site

When you work with marketplace store you will have to pay several fees for listing, final sale, seller rights, warehousing, and transactional costs. This all adds up. One of the benefits of selling online is the low cost to start and run your ecommerce site. Nobody is claiming you won’t have costs, but when dealing with big stores you are mostly a commodity, not a priority.

The complexities of online marketplaces can also make it tough to understand your margins and your real profit at the end of the day. If you are selling products without a full understanding of obscure fees you may end up spending more than you make.

An independent ecommerce site with Selz also gives you the option to sell directly from Facebook with an online store. This feature expands your audience without adding a layer of extra fees.

Read more: Be Everywhere at Once: Places to Sell Online with Multichannel and Omnichannel Selling

Having a less prevalent middleman and running an independent ecommerce site makes it easy for you to scale your business. You can then invest that capital into other aspects of your business.

5. Benefits of Selling Online? Return Customers

Capturing customer email addresses is one of the benefits of selling online for standalone ecommerce sites. Marketplace platforms give you little to no access to this important data. Why is this information so important?

This data helps you create return customers. You can send personalized emails to your clients with targeted mailing lists, create discounts that bring them back to your ecommerce site, and create automations that move interested customers into your sales funnel.

This information is also valuable as you promote your business. The better you understand your best customers, the better your advertising to attract new buyers will be.

Two women look at shoes for sale online in this article about the benefits of becoming an online store owner vs marketplace sites from Selz the ecommerce platform for growing businesses.

6. Benefits of Ecommerce? Money Money Money

As the owner of your growing business, you decide your prices based on your necessities and costs. Marketplace platform competition can quickly undercut your price in favor of another online store owner or supplier.

Marketplaces will often have multiple restrictions on what you are able to sell online. Their categories or site structure may not favor the products you sell and who you want to attract to your products.

An independent ecommerce site is part of the global market. You can choose margins that favor your bottom line. You also have constant access to the decisions your competition is making through search queries of your target keywords.

7. In Ecommerce, Analytics is King

Marketplaces limit the data you can collect about your customers and traffic. With an ecommerce site, you have access to Google Analytics data on how long a customer spends on your site and what steps they take before a purchase.

You can use data like this to make decisions that can grow your business at an exponential rate.

Platforms like Selz allow you to create your ecommerce site and enjoy all the benefits of selling online. This ecommerce platform gives you the option to control your marketing, shipping, accounting, and even incorporate social media into your digital strategy in a simple and powerful way.

This post was originally published in September 2017 and has been updated for accuracy and comprehensiveness.

About the author

Ana Victoria Torres Guzmán

Ecommerce and technology journalist managing and comedian with an intense love for digital marketing and RuPaul's Drag Race.


  1. Bryce Patterson

    Hey Sarah, so true! An eCommerce store gives you the freedom to make changes and A/B test super quickly, and that degree of flexibility can be key to getting a business off the ground. Thanks for checking us out and commenting!

  2. Sarah Taylor

    Another added benefit of an e-commerce store compared with a physical store is the ease in which changes can be made. Take for example changing the price of a product; with an e-commerce store prices can be changed in the back end by simply changing the products’ price field.

  3. Ana Victoria Torres

    Glad you liked it!

  4. priya

    very useful tips for online store. I m very thankful for sharing this blog. Keep blogging.

  5. Hanna Whirty

    Thank you for reading!

  6. Android

    Nice tips to sell on your store. Will follow then in online selling strategy

  7. Faraz

    Awesome post, thanks for sharing!

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