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AsÌýanÌýecommerce business owner, deciding where toÌýsell your products can feel overwhelming. With soÌýmany sales channels ²¹±¹²¹¾±±ô²¹²ú±ô±ð—e²¹³¦³ó offering unique ´Ç±è±è´Ç°ù³Ù³Ü²Ô¾±³Ù¾±±ð²õ—i³Ù’s easy toÌýget stuck wondering which one isÌýbest forÌýyour business.

The good news? You don’t have toÌýchoose just one!

From selling onÌýyour own website toÌýleveraging social media orÌýonline marketplaces, each platform caters toÌýspecific types ofÌýbusinesses, products, andÌýgoals. This blog post will explore theÌýpros andÌýcons ofÌývarious sales channels andÌýhow you can make each option work forÌýyou.

Plus, we’ll introduce theÌýpower ofÌýomnichannel selling, andÌýhow anÌýecommerce platform like ºÚÁÏÃÅ byÌýLightspeed can help you simplify theÌýprocess andÌýfind your ³¦³Ü²õ³Ù´Ç³¾±ð°ù²õ—w³ó±ð°ù±ð±¹±ð°ù they are.

AnÌýEcommerce Website

InÌý2023, ecommerce made upÌýover , according toÌýStatista. ByÌý2027, it’s expected toÌýreach nearly aÌýquarter ofÌýtotal retail sales worldwide.

AnÌýecommerce website isÌýanÌýonline store where you can easily sell your products directly toÌýcustomers.

Having your own website with anÌýonline store isÌýlike having aÌýdigital storefront that’s open 24/7. ItÌýputs you inÌýcomplete ³¦´Ç²Ô³Ù°ù´Ç±ôâ€Â£´Ç sharing profits with other platforms orÌýadjusting toÌýtheir rules. Platforms like ºÚÁÏÃÅ make itÌýeasy forÌýsmall businesses toÌýset upÌýbeautiful, customizable stores inÌýminutes.

Benefits ofÌýSelling Through Your Own Website

There are several advantages toÌýselling via anÌýonline store:

• Higher margins: NoÌýcommission fees forÌýeach sale (if you use ºÚÁÏÃÅ.)
• Ownership: IfÌýyou sell through social media orÌýaÌýmarketplace, all theÌýtraffic you generate isÌýhelping theÌýplatform. But when you own your own store, you own theÌýtraffic, too. This gives you more opportunities forÌýmarketing andÌýmonetization. Plus, itÌýhelps you build brand equity andÌýmakes your business more resellable down theÌýline.
• Data collection: Having your own store allows you toÌýgather valuable customer data, such asÌýemail addresses andÌýwebsite activity, providing deeper insights into their behavior. This information helps you create aÌýtailored customer experience that drives higher sales andÌýfosters stronger connections.
• Control: AnÌýonline store allows you toÌýsell whatever you like, however you want. There isÌýnoÌýneed toÌýfollow aÌýmarketplace’s rules.
• Branding: When you use aÌýmarketplace orÌýsocial media, your brand isÌýtied toÌýtheÌýplatform andÌýits limitations. With your own store, you can create aÌýunique customer experience that reflects your brand values.
• Marketing: Owning your store makes marketing easier. You can direct visitors toÌýdedicated landing pages andÌýcreate custom offers.
• Customer expectations: Customers expect brands toÌýhave their own online stores. Even ifÌýthey’re shopping with you onÌýmarketplaces orÌýsocial media, they’ll likely check out your store forÌýmore products orÌýspecial discounts.

ByÌýtheÌýway, you can have aÌýwebsite upÌýandÌýrunning inÌýunder anÌýhour with one ofÌýthese 40Ìýfree ecommerce website templates.

Challenges ofÌýSelling Through Your Website

Selling via anÌýonline store offers many advantages, but there are also some challenges:

• Attracting customers: It’s upÌýtoÌýyou toÌýbring traffic toÌýyour website. Unlike social media orÌýbig marketplaces, noÌýÁª²ú³Ü¾±±ô³Ù-¾±²Ô´Ï audience isÌýwaiting forÌýyou.
• Learning curve: Running anÌýonline store has aÌýslight learning curve. The more control you have, theÌýsteeper itÌýgets. This isÌýwhy marketplaces, with limited control, are easier toÌýstart selling on.
• Maintenance: Managing your website requires updates, hosting fees, andÌýpotential troubleshooting.
• Legal responsibilities: AsÌýtheÌýstore owner, you are inÌýcharge ofÌýhandling anyÌýlegal matters. Ensure you follow your country’s privacy andÌýdata collection laws.
• Shipping: Some marketplaces, like Amazon FBA, handle shipping forÌýtheir sellers. With your own store, though, you take care ofÌýshipping theÌýproduct toÌýyour customer.

IsÌýThis Right forÌýYour Business?

AnÌýonline store isÌýperfect forÌýbusinesses that want toÌýbuild aÌýlasting brand, sell products directly, andÌýscale long-term. ItÌýworks well forÌývarious products andÌýservices.

Having your own online store isÌýaÌýmust-have inÌýyour ecommerce strategy. It’s theÌýideal place toÌýguide all your customers, whether they discover you through marketplaces orÌýsocial media.

Owning your traffic andÌýdata helps you understand your customers better andÌýcreate products they’ll love. Plus, aÌýsleek, professional website makes your brand feel more trustworthy.

NoÌýmatter where you start selling, setting upÌýyour own store isÌýworth considering sooner rather than later. That said, it’s okay toÌýput your online store onÌýhold ifÌýyou’re just testing theÌýwaters, don’t have much technical experience, orÌýare navigating industries with tricky legal, shipping, orÌýpayment rules.

For example, ifÌýyou’re trying toÌýgauge interest inÌýyour handmade crafts, aÌýmarketplace like Etsy might beÌýaÌýmore practical choice than building aÌýfull online store.

Selling onÌýaÌýBlog

IfÌýyou already have aÌýwebsite andÌýit’s your blog, you can place aÌýBuy Button onÌýnearly anyÌýpage, including your blog posts. This lets readers shop forÌýproducts without leaving your blog. Plus, with all theÌýspace aÌýblog gives you, it’s theÌýperfect place toÌýshare theÌýstory behind your product andÌýhighlight its benefits.

Selling onÌýyour blog isÌýanÌýexcellent option ifÌýyou don’t want toÌýrun aÌýfull online store orÌýifÌýyou like educating your customers before they make aÌýpurchase. That said, aÌýblog might not beÌýtheÌýbest fit ifÌýyou have many products orÌýare aiming forÌýaÌýmore traditional ecommerce setup.

Online Marketplaces

AÌýmarketplace isÌýlike aÌývirtual mall where different sellers come together toÌýoffer their products.

Online marketplaces like Amazon, eBay, andÌýEtsy are bustling hubs ofÌýactivity. These platforms boast millions ofÌýactive buyers who are ready toÌýshop.

With 4.8Ìýbillion monthly visits, Amazon isÌýtheÌý. eBay comes second with 1.2Ìýbillion visits. Selling onÌýmarketplaces allows you toÌýtap into that massive audience with minimal setup effort.

Advantages ofÌýSelling onÌýMarketplaces

Selling onÌýmarketplaces provides retailers with distinct benefits, including:

• Low startup costs: Selling onÌýaÌýmarketplace costs little beyond your inventory (though fees vary depending onÌýtheÌýplatform). Anyone can jump inÌýasÌýlong asÌýthey have something toÌýsell.
• Built-in audience: Marketplaces come with aÌýready-made crowd ofÌýeager buyers. Instead ofÌýstruggling toÌýattract traffic onÌýyour own, you can tap into their audience andÌýstart making sales immediately.
• Trust factor: Shoppers feel safer sharing their payment info with big names like Amazon orÌýeBay than with aÌýbrand-new online store. AsÌýaÌýnew seller, using aÌýmarketplace can help you build trust right off theÌýbat.
• SEO-friendly: Big marketplaces are search engine powerhouses with optimized site structures, making itÌýeasier forÌýcustomers toÌýfind your products online.
• Easy toÌýuse: Marketplaces handle all theÌýtricky ²õ³Ù³Ü´Ú´Ú—p²¹²â³¾±ð²Ô³Ù systems, site design, ±ô²¹²â´Ç³Ü³Ù²õ—s´Ç you can focus onÌýselling. It’s perfect forÌýanyone who’s not super tech-savvy.

Challenges ofÌýSelling onÌýMarketplaces

Selling onÌýmarketplaces has its perks, but itÌýalso comes with aÌýfew challenges toÌýkeep inÌýmind:

• High competition: With soÌýmany sellers andÌýaÌýbig audience, competition can get ¾±²Ô³Ù±ð²Ô²õ±ð—e²õ±è±ð³¦¾±²¹±ô±ô²â inÌýpopular product categories. ToÌýstand out, you might need toÌýlower your prices (which can eat into your profits) orÌýfocus onÌýniche categories toÌýattract customers.
• Fees: Marketplaces take aÌýcut ofÌýyour sales orÌýcharge listing fees. These fees can shrink your profit margins andÌýmake theÌýalready tough competition even trickier.
• ±·´ÇÌý´Ç·É²Ô±ð°ù²õ³ó¾±±è: Any traffic orÌýaudience you build belongs toÌýtheÌýmarketplace, not you. IfÌýyou ever leave theÌýplatform, theÌýaudience andÌýanyÌýbrand loyalty you’ve worked hard toÌýcreate will stay behind.
• Limitations: Marketplaces decide what you can sell andÌýwhat kind ofÌýdata you can access, which can limit your marketing options andÌýcustomer insights.

IsÌýThis Right forÌýYour Business?

Marketplaces are ideal forÌýbusinesses:

• selling niche, high-demand items
• testing new product ideas toÌýgauge demand
• who want toÌýstart selling quickly without theÌýhassle ofÌýsetting upÌýaÌýstore (like dealing with domains, design, SEO, andÌýmore).
• working inÌýanÌýindustry with trust challenges orÌýlimited customer demand (like niche handicrafts).

While marketplaces can beÌýaÌýgreat way toÌýget started, it’s essential toÌýbuild your audience inÌýyour store asÌýsoon asÌýpossible. Since you don’t fully own theÌýtraffic orÌýhave access toÌýdetailed customer data, relying only onÌýmarketplace sales might beÌýtricky inÌýtheÌýlong run.

Keep marketplaces asÌýaÌýpart ofÌýyour omni-channel strategy. When you’ve got theÌýresources, it’s worth prioritizing your own store.

Social Commerce

Social commerce involves selling directly through social media platforms like Instagram, Facebook, TikTok, andÌýPinterest. These platforms have evolved toÌýoffer ecommerce features like shoppable posts, in-app checkout, andÌýpersonalized recommendations.

One-third ´Ç´ÚÌý²õ³ó´Ç±è±è±ð°ù²õ , compared toÌý60% ofÌýGen ZÌýconsumers. Gen ZÌýisÌýalso twice asÌýlikely asÌýtheÌýoverall consumer base toÌýfind products through influencers andÌýmake aÌýpurchase.

Advantages ofÌýSelling onÌýSocial Media

Selling onÌýsocial media platforms offers several benefits:

• Targeting: Social networks like Facebook have loads ofÌýinformation about their users. You can tap into this toÌýcreate super-targeted ²¹»åÌý³¦²¹³¾±è²¹¾±²µ²Ô²õ.
• Ease ofÌýuse: Social selling isÌýrelatively easy toÌýstart. Most platforms offer simple tools andÌýoptions forÌýsetting upÌýanÌýonline store orÌýshoppable posts.
• Discovery: Social networks are aÌýfantastic way toÌýhelp customers discover your products. Their visual nature makes them perfect forÌýshowcasing items, especially ifÌýyour product isÌýhighly visual orÌýworks best when demonstrated.
• Trust factor: Just asÌýwith marketplaces, people often feel comfortable purchasing through social media due toÌýtheÌýplatform’s well-established credibility.

Challenges ofÌýSelling onÌýSocial Media

Social commerce also has its challenges:

• Platform limitations: Each platform has its rules andÌýguidelines forÌýselling products andÌýposting content, soÌýyou may need toÌýadjust your marketing andÌýcontent strategies accordingly.
• Limited data access: While social platforms have tons ofÌýdata onÌýusers, they might not necessarily share itÌýwith retailers. This can make itÌýharder toÌýtrack customer behavior andÌýoptimize your strategies.
• Fees: Selling onÌýsocial media platforms can come with additional fees orÌýcharges, which can eat into your profits.
• Changes inÌýalgorithms orÌýpolicies: IfÌýaÌýplatform suddenly changes its policies orÌýalgorithms, itÌýcan significantly impact your sales.

IsÌýThis Right forÌýYour Business?

Social selling may beÌýaÌýgood fit ifÌýyou:

• have aÌýhighly visual product that lends itself well toÌýsocial media
• target younger demographics who are more likely toÌýdiscover products through social networks
• want toÌýtap into theÌýtargeting capabilities ofÌýsocial media platforms.

However, like marketplaces, it’s important toÌýalso focus onÌýbuilding your own online store andÌýaudience. Social commerce can beÌýunpredictable andÌýrelies heavily onÌýalgorithm changes, soÌýit’s essential toÌýhave aÌýbackup plan andÌýaÌýstrong presence onÌýyour own website.

Offline Commerce

Brick-and-mortar stores, pop-ups, andÌýlocal markets provide aÌýtangible, personal experience that online selling cannot replicate. The key isÌýintegrating offline efforts with digital tools, such asÌýPOS systems, which allow tracking ofÌýboth online andÌýoffline inventory andÌýsales.

While more than in-store, shoppers inÌýother countries still prefer theÌýexperience ofÌýphysical ²õ³Ù´Ç°ù±ð²õ—l¾±°ì±ð inÌýAustria, Finland, andÌýNew Zealand.

Benefits ofÌýSelling Through aÌýPhysical Storefront

Offline commerce provides unique advantages:

• Customer experience: AÌýphysical retail space gives you full control over how customers experience your brand. They can touch andÌýtry your products while enjoying anÌýenvironment that reflects your brand’s values. Plus, certain products, like clothing orÌýfurniture, benefit from being experienced inÌýperson.
• Personal touch: Building customer relationships through in-person interactions can help foster loyalty andÌýtrust.
• Instant gratification: Customers can purchase andÌýtake home aÌýproduct immediately, which can appeal toÌýthose who don’t want toÌýwait forÌýshipping.
• Targeted audience: Pop-ups orÌýlocal markets allow you toÌýtarget specific demographics orÌýlocations that align with your brand.
• Walk-in customers: Retail stores naturally attract walk-in shoppers, andÌýaÌýgreat location can help you grow your customer base.

Challenges ofÌýOffline Selling

Offline commerce also has its challenges:

• Higher upfront costs: Renting orÌýbuying aÌýretail space, designing andÌýdecorating it, andÌýpurchasing inventory can involve significant upfront costs.
• Limited reach: You are limited toÌýselling toÌýcustomers who visit your offline store orÌýpop-up location. AÌýlocation with limited accessibility orÌýlow walk-in traffic can make things tough forÌýaÌýstore.
• Legal requirements: Running aÌýphysical store means obtaining permits andÌýlicenses from local authorities. This can quickly add toÌýtheÌýalready high startup costs.
• Seasonal business model: Some businesses may only have success during certain seasons orÌýtimes ofÌýtheÌýyear (e.g., holiday markets).

IsÌýThis Right forÌýYour Business?

Running anÌýoffline store can work well inÌýcertain situations, such as:

• You have access toÌýaffordable retail space inÌýaÌýgreat location
• Your product needs anÌýin-person experience toÌýshine
• You want customers toÌýconnect with andÌýexperience your brand vision firsthand.

However, ifÌýyou’re just starting, don’t have aÌýbig budget, orÌýaren’t sure about theÌýdemand forÌýyour products, opening aÌýphysical store might not beÌýtheÌýbest first step. Instead, it’s smarter (and less expensive!) toÌýtest theÌýmarket online before investing thousands ofÌýdollars into aÌýretail space.

Mobile Apps

Think ofÌýaÌýmobile app asÌýyour online store’s handy sidekick, made just forÌýphones. Instead ofÌýopening your website inÌýaÌýbrowser, customers can simply download your app andÌýeasily shop from their phones.

Mobile phones are atÌýtheÌýheart ofÌýdigital shopping, driving most website visits andÌýonline orders. InÌý2024, smartphones made upÌý andÌýbrought inÌý68% ofÌýonline purchases.

Advantages ofÌýSelling via aÌýMobile App

Mobile apps make online shopping easier andÌýmore enjoyable forÌý³¦³Ü²õ³Ù´Ç³¾±ð°ù²õ—a²Ô»å they’re great forÌýbusiness owners, too:

• Better experience: AÌýmobile app isÌýbuilt specifically forÌýmobile devices, giving customers aÌýsmoother, more user-friendly experience than using aÌýwebsite through aÌýbrowser. Plus, you can tailor theÌýshopping experience toÌýfit mobile users’ needs with features like larger images andÌýbigger buttons forÌýeasier navigation.
• Customer loyalty: Mobile users don’t like cluttering their phones with too many apps. IfÌýyou convince them toÌýdownload yours, they’re less likely toÌýturn toÌýyour competitors. It’s aÌýgreat way toÌýbuild aÌýmore loyal customer base.

Challenges ofÌýSelling via aÌýMobile App

However, mobile apps aren’t without their challenges:

• User acquisition: Customers need toÌýinstall theÌýapp, which can beÌýanÌýobstacle. Some people are downloading fewer apps andÌýopting forÌýmobile websites instead. This makes itÌýtougher toÌýconvince them toÌýinstall your app.
• Development andÌýmaintenance: Building anÌýapp isn’t always budget-friendly forÌýsmaller businesses. Plus, running aÌýdedicated mobile app isÌýanother platform toÌýmanage. ItÌýcan get pricey andÌýtake upÌýaÌýlot ofÌýresources.
• Little advantage over websites: These days, mobile websites can doÌýeverything aÌýnative app can. For most businesses, having aÌýmobile app isn’t aÌýpriority.

IsÌýThis Right forÌýYour Business?

Mobile apps work forÌýbrands with loyal customers. They’re particularly effective forÌýsubscription boxes orÌýrepeat-purchase products like coffee beans orÌýskin care. They can also beÌýanÌýexcellent choice forÌýbusinesses with younger customers who shop onÌýtheir phones.

Skip theÌýmobile app ifÌýyour customers are older, aren’t big onÌýsmartphones, orÌýyour product catalog isÌývery small. InÌýthese cases, aÌýmobile-friendly website will doÌýtheÌýjob just fine.

Omnichannel Selling IsÌýtheÌýFuture

Why limit yourself toÌýjust one sales channel when your customers are everywhere? That’s where omnichannel selling comes in.

Omnichannel selling means offering your products through multiple channels andÌýconnecting them seamlessly.

The benefits ofÌýomnichannel selling:

• Enhanced customer experience: Meet shoppers wherever they ²¹°ù±ð—o²Ô±ô¾±²Ô±ð, offline, orÌýmobile.
• Brand consistency: Ensure aÌýconsistent shopping experience across all channels toÌýbuild trust andÌýloyalty.
• Increased sales: Reach more customers through multiple channels, maximizing your sales potential.
• Streamlined operations: With theÌýrights software, you can manage inventory andÌýorders from aÌýsingle system while avoiding overselling.

Simplify Omnichannel Selling with ºÚÁÏÃÅ

Choosing theÌýright platforms toÌýsell your products shouldn’t beÌýcomplicated, andÌýmanaging those channels shouldn’t be, either. That’s why hundreds ofÌýthousands ofÌýsmall business owners trust ºÚÁÏÃÅ byÌýLightspeed.

With ºÚÁÏÃÅ:

• Sell across multiple platforms, including websites, marketplaces, social commerce, andÌýin-person POS.
• Manage all your products, orders, andÌýcustomer interactions from one simple dashboard.
• NoÌýtech skills? NoÌýproblem! ºÚÁÏÃÅ isÌýuser-friendly andÌýbuilt forÌýsmall business owners ready toÌýgrow.

So, whether you’re just starting orÌýlooking toÌýexpand your business, omnichannel selling with ºÚÁÏÃÅ can help you reach more customers andÌýgrow your sales.

Wrap Up

When deciding onÌýyour business’s best sales channels, consider your target audience, product offerings, andÌýbudget.

While physical retail stores may still beÌýnecessary forÌýcertain businesses, online selling channels like websites, mobile apps, andÌýomnichannel platforms offer endless growth potential.

Remember, with theÌýright tools andÌýstrategies, you can reach more customers andÌýboost your sales noÌýmatter where they shop. SoÌýwhy limit yourself?

Embrace theÌýpower ofÌýmultiple sales channels today with ºÚÁÏÃÅ byÌýLightspeed. Its user-friendly platform allows you toÌýsell your products onÌýmultiple platforms while managing everything from one simple dashboard.

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