Chapter 1 The Case for Multi-Channel Expansion to Marketplaces

Tracey Wallace / 5 min read

The world is full of famous rivalries.

  • Coke vs. Pepsi.
  • Windows vs. Mac.
  • Godzilla vs. Mothra.

And, used to be:

  • Online marketplaces vs. Webstores.

It’s a story nearly as infamous as David and Goliath – independent websites trying to keep their head above water when it comes to the power and visibility of ecommerce marketplaces like Amazon.

It’s romantic to think of independent sellers as the underdogs, an agile kid going up against a powerful giant – little hope in his court.

That is if that were the actual story of David and Goliath.

It isn’t.

See, David was never an underdog. Goliath was always set to lose. It’s human inaccuracy that has long gotten the story mixed up.

“So here [David] is, this shepherd, experienced in the use of a devastating weapon, up against this lumbering giant weighed down by a hundred pounds of armor and these incredibly heavy weapons that are useful only in short-range combat,” tells Malcolm Gladwell. “Goliath is a sitting duck. He doesn’t have a chance.”

Innovation is what made David successful. It’s our misunderstanding of his choice of weaponry that confounds us and makes us think he was ever an underdog.

No, he instead was using modern technology and agility to his favor –– easily ousting the giant before the giant could comprehend the situation at hand.

This metaphor isn’t to say Amazon and your independent webstore are David or Goliath. No, your business gets to choose whether it will be David or Goliath.

  • Will you diversify?
  • Will you use all the modern tools at your disposal to come out ahead?
  • Or, will you choose to stand there, armored in and weighed down?
  • Will you choose to be a sitting duck –– or will you decide to pull out your slingshot?

What if you could have a recognizable brand, selling through your own store and at the same time use Amazon to drive additional sales?

That would be the best of both worlds, wouldn’t it?

That would make you David –– and that’s what this guide is all about.

This book will show you that it’s not only possible to sell on both marketplaces and your own webstore, but that it helps build a stronger, larger and more profitable business.

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It’s a Multi-Channel World After All

If you go to ecommerce meetups or conferences, you can pick up on single-channel thinking in the way people speak.

They’ll often say “I’m an Amazon seller” or “I have my own online store.”

Now and again someone will say, “I’m a multi-channel seller,” but most of the time they equate their business with the channel they sell through.

You don’t hear that from consumers. From their point of view, the world is intrinsically multi-channel.

They don’t say, “I’m an Amazon buyer,” or “I only buy from independent webstores.” (Well, only very rarely!)

They just love the convenience, choice, price and overall experience of online shopping – wherever that may take them.

Of course, everyone has their preferences, but few will insist on only ever buying through one channel.

As of February 2017, Amazon accounted for 43% of U.S. online retail sales. And that’s growing.

Fortune predicts Amazon sales will account for more than 50% of all US ecommerce sales by 2021.

That’s a huge chunk of the market for just one company. But it doesn’t tell the whole story.

Sure, Amazon is a retailer in its own right, but 51% of its unit sales are from third-party merchants – up from 48% this time last year alone.

So yes, Amazon occupies a vast space in ecommerce, but it’s a space that’s accessible to everyone.

Online marketplaces are wonderfully convenient for consumers, but only because of the large number of third-party sellers already doing business there.

There’s also plenty of pie left for independent ecommerce.

Within the 57% of the market not belonging to Amazon, there is of course other large companies (Jet, Walmart, Alibaba), but there’s also a buzzing independent ecommerce market.

Both online marketplaces and independent ecommerce stores are huge, but their success and your success are not mutually exclusive.

What would it do for your business if you could succeed at both?

Marketplaces are from Mars; Webstores are from Venus

Online marketplaces and independent webstores operate very differently. It’s easy to understand why businesses which succeed in one can be dismissive of the other.

Here’s a breakdown of some of the biggest differences.

1. Marketplace knowledge.

Marketplace sellers become very skilled in navigating all the rules, processes and policies of the platforms they use.

  • When you sell through marketplaces, they make the rules, and you have to follow them.
  • Independent sellers, however, are used to playing the game their own way. The labyrinthine marketplace requirements can be frustrating for them.

2. Competition and price.

Ecommerce marketplaces are highly competitive places by design. Sellers have to compete very hard on price but find reward with higher sales volumes.

Therefore, financial proficiency is crucial, and successful sellers become very skilled at managing their margins and squeezing one or two extra percentage points by cutting costs or automating processes.

Independent sellers can be overwhelmed by the intensity of competition, and the loss of control over pricing.

3. Sales volume.

Marketplaces are tightly controlled and extremely competitive, but they have one thing in spades: ready and willing buyers.

Their endless rules are there to provide a consistent, high-quality experience for consumers.

The competitive environment has sellers fighting to deliver the best prices and service. And all those varied sellers give rise to a very broad product selection.

It’s a recipe that buyers love: Play the marketplace’s game well and you’ll get big sales with very little external marketing effort.

4. Fees.

It is not a free ride. Marketplaces charge substantial fees for all that exposure. Their fee structures can be complicated, but 12% to 15% of the sale price is fairly typical. You pay that day in and day out, on each and every sale.


You pay that day in and day out, on each and every sale.

That being said, selling on your own webstore is not free either. You have to pay to process every sale there, as well.

As you know, it varies based on your payment gateway, the method of payment from your customer, and their location, among other factors.

5. Control.

Finally, this brings us to the core benefit of having your own webstore: control.

With your own independent storefront you can:

  • Give your store a unique brand personality.
  • Present your products in whichever way works best.
  • Let your imagination run wild with marketing tactics.
  • Show expert knowledge of your product niche.
  • Distance yourself from competitors’ pricing.

And your webstore customers belong to you. You have their order history and data on how they use your site, what items are in their shopping cart, and what pages they are viewing. You can now market to them directly, which is powerful when done properly.

  • Marketplaces have amazing potential to generate sales at a predictable, fixed cost.
  • Webstores have equally amazing potential to build a brand and make repeat sales – at a less predictable, but decreasing cost.

Examples of Top Online Marketplaces:

  1. Amazon.
  2. eBay.
  3. Etsy.
  4. Alibaba.
  5. Walmart.
  6. Jet.
  7. Newegg.
  8. Sears.

Different Strokes for Different Folks

Online marketplaces and independent webstores can be complementary sales channels, but you might need to take a different approach to each one.

Your webstore requires in-depth communication with your customer and ever-changing marketing that speaks to their wants and desires.

On a marketplace, customers are just as important –– you’ll need reviews and sales to increase your Amazon page ranking, for instance –– but you as the seller are one step removed.

That aside, here’s multi-channel selling in a nutshell:

  1. Put all your inventory data into a single system.
  2. Publish that data to as many sales channels as possible.
  3. Sit back and wait for the orders to come in.

That’s it.

Technology is an enabler that sets up and maintains the correct data on different sales channels, and brings all the orders back to one place for processing.

For businesses who sell through their own webstore, putting all their data onto a shared platform like Amazon can be a frightening proposition.

That fear is not unwarranted.

Not only will your inventory be exposed to thousands of competitors, but Amazon themselves will see exactly how well all your products sell. They’re not shy of competing with their own third-party sellers, and when Amazon competes, Amazon usually wins.

The solution is straightforward: you don’t have to sell everything everywhere.

Do you have popular products that you can offer at a market-leading price?

Put those on Amazon, and use them to generate a healthy cash flow. Consumers will find them there anyway, so it might as well be you who gets the sale.

Then consider if you have any hard-to-find products that customers will seek out.

Keep those on your own site, and use them to bring in new buyers – well away from the glare of Amazon’s floodlights. These are products that help make your store unique, so there’s no need to give Amazon a cut.


In the next chapter, we’ll take a look at businesses already successfully selling on Amazon and their own store.

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Table of Contents

IntroThe Definitive Guide to Selling on Amazon in 2018
Chapter 1 The Case for Multi-Channel Expansion to Marketplaces
Chapter 2 Selling Swimwear to Alaskans: How 3 Retailers Successfully Expanded on Amazon
Chapter 3 Is Your Business a Good Fit for Amazon?
Chapter 4 Reselling on Amazon – Thoughts from The Former Head of Selling on Amazon
Chapter 5 A Handy Amazon Seller Account Setup Checklist to Drive Sales
Chapter 6 Amazon Selling Strategies to Get You Started Now
Chapter 7 Amazon Selling Pitfalls Even the Savviest Sellers Forget [Infographic]
Chapter 8 How One Pillow Manufacturer Is Putting Amazon Fraudsters to Bed, One Scammer at a Time
Chapter 9 The Amazon Buy Box: How It Works for Sellers, and Why It’s So Important
Chapter 10 How to Master Amazon SEO and Move Your Products up the Search Rankings in 2018
Chapter 11 How to Successfully Market Products on Amazon & Think like a Buyer [2018]
Chapter 12 The Secret Amazon Pricing Strategy to Crush the Competition
Chapter 13 Amazon Revenue Calculator: Selling Fees, Metrics & More [Infographic]
Chapter 14 How to Make $5,000 an Hour Selling on Amazon
Chapter 15 The 4 Secrets of Long-Term Amazon Success [including FBA]
Chapter 16 47 Essential Selling on Amazon Tips to Grow Sales and Win Market Share
Chapter 17 Using BigCommerce to Sell on Amazon


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