Online Store vs. Marketplaces: What's Best For Your Brand?

Before deciding which channel is better for your retail business, take a moment to reflect — what’s your objective in expanding your retail business online?

Your goal might be:

• To serve customers beyond your store’s operating hours
• To reach new customer segments across regions or states
• To drive more foot traffic through increased brand visibility online

Both online stores and marketplaces offer accessibility and convenience, but they don’t offer the same experience or attract the same customers who will drive your brand’s growth.

In fact, the same customer might also behave very differently on your online store versus a marketplace like Shopee, Lazada, or TikTok Shop. Let’s take a closer look.

How Customers Interact With Online Store (And Why It Matters)?

Your online store is where first impressions are tested.

It’s the moment of truth, where customers decide if your brand matches the promise they saw in an ad, on social media, or through a friend’s recommendation. 

They're not just looking for products, they’re looking for signs of trust, consistency, and credibility. 

Here’s what’s running through customers' mind:

➤  Can I trust this brand? 

They look for signs of credibility such as a custom domain (eg. brand.com), consistent branding, clear contact information, secure payment icons, up-to-date listings, verified review - all of which signal your brand is legitimate and trustworthy. 

➤  Do I like what this brand stands for?

Customers screens through your Home Page, dives into About Us Page to explore your values, and check if your story aligns with theirs. They're deciding whether your brand is worthy of becoming a part of their personal identity.

➤  Will I get exclusive discount here? 

Loyalty benefits like memberships, points, or exclusive perks signal long-term value. It gives them answers to “Why should I come back?” after their first purchase.

➤  Must I create account to purchase? 

A fast, mobile-optimized, intuitive experience with benefits like like passwordless login, pre-filled checkout and auto-applied member perks tells them you respect their time. 

➤  Will I get support if I need it? 

Transparent shipping, payment and refund policies, clear FAQs to help a customer get through a first purchase, and instant access to customer service helps reassure them they’re guided along the way.

How Does It Differ On Marketplaces?

Marketplaces like Shopee, Lazada, and TikTok Shop are high-traffic platforms. Customers come for convenience, quick comparisons, and price-driven decisions — not necessarily for brand loyalty.

They search by keywords like “shampoo” or “pyjamas” to get the product they want, often without forming any brand attachment. Purchases are also heavily influenced by what appears at the top of the search results or what’s featured in promotions.

Here’s what’s running through customers' mind:

➤  Whoever gives me lowest price and fastest delivery, wins.

Customers shop based on price and delivery, the seller who meets these two criteria first, right after the search, usually wins the sale.

➤  I don't care who's the seller, I just want to buy.

Marketplace shoppers rarely care about the seller's identity. Unless your packaging or post-purchase communication stands out, most marketplace shoppers won't remember who they bought from.

➤  It's a one-time thing, unless you show up again with best discounts.

They don't expect to become a repeat customers. The mindset is: "Buy it, receive it, move on." Loyalty is not part of the equations, unless you show up again with the best deal, they're already looking at your competitor's listing.

➤  If my experience is bad, I'll just find another seller.

There's no emotional cost to leaving a seller. In online store, shoppers are more likely to reach out, give feedback or expect a resolution, because they bought into your brand, not just products. 

➤  Let me check if there's a better choice before I checkout.

Even after adding your products into their cart, shoppers continue to search for alternatives until they're fully convinced to proceed with checkout. 

So… Which One Should You Focus On?

It’s not about choosing one over the other. It’s about understanding the role each plays in your customer journey. 

Use Both — Set Up Once, Show Up Everywhere

Today’s customers don’t search. They scroll, tap, and expect your brand to be right where they are. Whether they discover you through ads, marketplaces, or social media, your job is to show up, connect, and convert, instantly.

With EasyStore, you can sell where your customers are shopping. One setup connects you to your online store, Shopee, Lazada, and more, all while managing your inventory and orders in sync.

Marketplaces help you get discovered. Your online store is where you build loyalty. EasyStore helps you do both, while making sure your customer experience is taken care of. 

Make Customers Love Buying from You

EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.

Master Customer Experience in 2025 with our 3 Step Checklist

Customer expectations are on the rise in 2025. Use this checklist to learn 3 essential steps for improving customer interactions and staying ahead.

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