So you’ve set up a successful Ecommerce business, and your products are performing well on the marketplace of your choice, whether that be Etsy, Depop or the like. That’s amazing! 🙌🏻
But…it’s not enough.
While making sales on a marketplace is obviously a fantastic way to bring in revenue, you’re missing a serious trick if you haven’t invested the time into creating your own website for your business. You may think you don’t need a website because you can display your product catalog and handle the purchasing process through Etsy, for example. Surely this is so much simpler and easier, right? Sure. However, creating a website to showcase your brand and integrating this with your own Shopify store will offer you the freedom to sculpt a solid identity for your business, as well as open many more avenues for customisation and network building that aren’t possible when just hosting your products on other platforms.
It may seem like a lot of work, especially if you’re a smaller business that isn’t yet generating a huge volume of sales, but I promise you it’s worth it!
Let me explain why:
- Easier Brand Building
When you’re a marketplace seller, it is SO much harder to really convey your brand aesthetic and values, which can often run the risk of your business not being all that memorable to your audience. 🤦🏼♀️ Think about it: you’re an artist selling prints on Etsy, but the only real personalisation for your page you can have is a logo and a banner, whereas on your own website you can take control of your page layout, your colour scheme, your website design, and so much more, which all feeds into how people perceive your brand values.
Having your own website puts the power firmly in your hands to curate your brand image and let the personality of your company really shine through, so you’d be crazy not to take advantage of this, especially if the market for the type of products you create is already pretty saturated!
Something also interesting to consider is that: have you noticed that when you ask somebody where they got an item from a marketplace, they tend to say ‘oh it’s just from Etsy/Ebay/Amazon’, rather than naming the actual marketplace seller? When selling on a third party platform it’s easy to lose your individuality in this way and become ‘just another Ebay seller’, whereas having a brand website really helps to create that sense of authenticity for your brand.
- More Profit, More Control!
If you’re selling on a third party platform, I’m sure you’re MORE than aware that they more often than not will take a cut of your profits. 🙄 Nightmare! This can really make a dent in your profit margins over time, especially if you’re a seller that specialises in lower value items where every penny of profit counts. Using your own website to sell your products would eliminate this extra cost, meaning you have more money to play with in your business, which is only ever a positive! Third party sellers can also be effected by changes within the marketplace platform’s structure and regulations, which could also be damaging for your returns. For example, if Ebay were to amend their fee structure and decide to take more of a cut of the profits of their sellers this could massively effect your profit, but is easily avoidable by having your own website.
- Better Marketing and Network Building Abilities
One of the biggest benefits of having your own website for your business is that you can begin to cultivate a network of customers, whom you can then funnel into an email subscriber list and target with strategic email marketing such as abandon cart and post-purchase sequences. This will help create returning customers and an overall higher return, which isn’t possible while selling on a third party marketplace! The data you then obtain from the email marketing you send will also be hugely beneficial to your future marketing campaigns and your brand strategy.
Using your own website rather than, let’s say, Etsy is also a great way to generate more leads and eventually inspire more purchases. With a combination of paid traffic ads and strategic SEO you will be able to push people to your page in a way that simply isn’t possible without your own site, and will mean you’re highly likely to experience more organic growth than you would simply relying on word of mouth while using a third party platform.
So surely I’ve convinced you, right?
Creating your own website is the only way to go if you want to see some serious growth for your ecommerce store, and you really want to take ownership of your brand. And it doesn’t need to be time consuming or expensive, contrary to common misconceptions! Handy tools like Wix and WordPress will basically do all the work for you, and make creating your site a simple ‘plug and play’ operation, and they integrate with Shopify incredibly simply and efficiently which means you have no more excuses for not setting up your own site. 🙌🏻
Now go do it! 👊🏻
And remember, if you need any more advice, feel free to head over to my FREE Facebook group Ads For Success to join in the discussion about all things marketing.