Marketplaces vs. your own online store: Which strategy is more worthwhile?
E-commerce between Germany and Turkey offers great opportunities, but retailers are faced with an important question:
Should I sell on marketplaces like Trendyol & Hepsiburada or set up my own online store?
1) Sale on marketplaces (Trendyol, Hepsiburada, Amazon, eBay)
Ideal for beginners & quick sales
Advantages:
- Immediate reach & customers - You reach millions of buyers without your own advertising.
- Trusted platforms - Customers trust marketplaces more than new online stores.
- Simple payment & shipping processing - Platforms take care of payment processing & logistics.
- Faster scaling possible - You can grow faster with discounts & deals.
Disadvantages:
- High sales fees - Platforms take 10-25 % commission per sale.
- Strong competition - Many retailers sell similar products. Price comparisons are common.
- No control over customers - You cannot collect your own e-mail lists or customer data.
- Dependence on platform rules - Your store can be blocked if you violate the rules.
Tip: If you want to get started quickly, marketplaces are the best choice. But you should set up your own store in the long term to become more independent.
2) Own online store (Shopify, WooCommerce, Magento)
Ideal for long-term success & brand building
Advantages:
- 100 % Control over your brand - You decide on design, prices & customer communication.
- No sales fees - No commissions to platforms, only hosting & payment fees.
- Direct customer contact & resales - You can use email & WhatsApp marketing.
- More opportunities for branding & marketing - Use social media, SEO & influencer marketing.
Disadvantages:
- More effort for marketing & customer acquisition - You have to bring customers to your site yourself.
- Initial investment required - Website creation, marketing & payment providers must be set up.
- Building trust takes longer - Customers do not immediately buy from a new online store.
Tip: Having your own online store is worthwhile in the long term, but you need a strong marketing strategy (Instagram, Google Ads, influencers).
3) What is better for German-Turkish trade?
Germany → Sell Turkey (export trade)
- Best strategy: Start with marketplaces (Trendyol, Hepsiburada), then set up your own store.
- Why? Turkish customers tend to buy on well-known platforms.
Turkey → Sell Germany
- Best strategy: Own online store + Amazon/eBay as additional channels.
- Why? German customers do more research & buy directly from retailers.
4)Combined strategy: The best of both worlds!
1. start on marketplaces → Gain your first customers, test your products.
2. build an online store in parallel → Become more independent & save fees in the long term.
3. use social media for your branding → Especially Instagram & TikTok are important.
4. collect customer data from your store → Email & WhatsApp marketing for resales.
Tip: Marketplaces are good for Fast salesbut having your own online store is the key to long-term success & a strong brand!
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