Owned store vs marketplaces: positioning your NZ brand
Short answer: Marketplaces bring traffic; owned stores build margin and customer relationships—most NZ brands need a deliberate split, not accidental dependence.
If 100% of sales ride on a single platform algorithm, you rent your distribution.
Owned store strengths
- Email list, branding, bundles, and post-purchase experience.
- SEO for niche queries marketplaces bury.
Marketplace strengths
Discovery during early traction—test products before investing in bespoke ecommerce.
Positioning
Price and assortment strategies should differ where platforms prohibit parity—document channel rules.
Frequently asked questions
Should we duplicate catalog everywhere?
Often no—curate per channel to avoid cannibalisation confusion.
What about fees?
Model net margin after ads, commissions, and returns—not gross sales.