What is the Difference Between Marketplace and eCommerce Platforms?

  • Marketplace


July 14, 2023

Are you a business owner grappling with where to sell your products—on a marketplace or an eCommerce site? As an Amazon content creation agency, we understand this can be a perplexing and tiring process, especially for new business owners. Let us simplify your decision-making.

While there is a slight distinction between a marketplace and an eCommerce site, it primarily boils down to this: an eCommerce site supports only a single seller, i.e. the store owner, while a marketplace, such as Amazon, allows multiple sellers to offer their products through a shared storefront.

When deciding whether to sell your product on a marketplace or an eCommerce site, there are several factors to consider:

Control and Branding:

Control and Branding

With an eCommerce site, like your own website, you have full control over the design, branding, and customer experience. You can tailor the website to match your brand identity and have more control over product presentation. In contrast, a marketplace like Amazon typically has a standardized format, and your products are listed alongside competitors, which may limit your ability to differentiate your brand.

Reach and Exposure:

Reach and Exposure

Marketplaces like Amazon often have a larger existing customer base and established traffic, which can give you access to a broader audience. Customers already trust the marketplace and are more likely to discover your products. However, with an eCommerce site, you’ll need to invest in marketing and driving traffic to your website.

Competition and Visibility:

Competition and Visibility

On a marketplace like Amazon, you’ll compete directly with other sellers offering similar products, affecting your visibility and potentially leading to price competition. However, with the help of an Amazon content creation agency and Amazon EBC content agency, you can optimize your product listings and utilize Amazon A+ Listing features to differentiate your brand and increase visibility. On an eCommerce site, you have more control over your positioning and can focus on building your customer base without the same level of direct competition.

Fees and Costs:

Fees and Costs

Marketplaces like Amazon typically charge fees or commissions on each sale, impacting profit margins. These fees vary depending on the platform. With an eCommerce site, you’ll have more control over pricing and profit margins, but you’ll need to consider the costs of website development, maintenance, and marketing. You can optimize your Amazon A+ Listing and marketing strategies to maximize your profitability in the marketplace.

Customer Trust and Support:

Customer Trust and Support

Marketplaces like Amazon often have built-in customer trust due to their established reputation. They handle customer service, refunds, and disputes, which can benefit sellers. You’ll need to provide your customer support infrastructure on an eCommerce site, which requires additional resources.


In conclusion, in 2023, the e-commerce industry is set to generate a whopping $6.3 trillion globally. In perspective, if online sales were a country, it’d have the third-highest GDP anywhere in the world, second only to China and the USA. The e-commerce market is set to expand by 10.4% by the end of this year. Ultimately, choosing between a marketplace, like Amazon, and an eCommerce site depends on your business needs, goals, and resources. Some businesses choose to use both platforms simultaneously, leveraging the benefits of each. As an Amazon content creation agency and Amazon EBC content agency, we can provide A+ Listing optimization solutions for both marketplace and eCommerce sites that can help your business thrive.

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