Many online sellers in the Philippines start their business journey on marketplaces like Shopee and Lazada.

TimeLux did too.

But as the business grew, they realized that relying only on marketplaces also meant having less control over customer relationships, branding, and long-term growth.

That led them to start building their own online store alongside marketplaces.

The Growth Journey

Simon Chan, owner of TimeLux Watch Marketing, started by selling original watches online at competitive prices.

Like many ecommerce businesses, the journey began on online selling platforms such as Sulit.com, OLX, and later Carousell before expanding into Shopee, Lazada, TikTok Shop, and eventually a physical retail store in Cubao.

What started as a small online watch business gradually evolved into a growing multi-channel retail operation.

Managing Multiple Sales Channels More Efficiently

As TimeLux expanded across TikTok Shop, Lazada, Shopee, and their physical store, managing inventory and operations across different platforms became increasingly challenging.

Without a centralized system, inventory updates, order management, and operational coordination required more manual work.

To simplify operations, TimeLux built their own ecommerce website using EasyStore, allowing them to connect marketplaces, their online store, and POS system into one platform.

This helped the business manage multiple sales channels more efficiently while maintaining better operational visibility.

Watch the Story

See how TimeLux connects marketplaces, their website, and physical store in one system

Why Building Their Own Website Became Important

While marketplaces helped TimeLux reach more customers, having their own ecommerce website gave the business greater flexibility and control.

Through their own online store, TimeLux can:

- Run their own promotions and campaigns

- Build direct customer relationships

- Encourage repeat purchases

- Deliver a more branded shopping experience

- Reduce dependency on marketplace platforms

For TimeLux, their website became more than just another sales channel — it became an important part of building a stronger brand and long-term customer loyalty.

What Made the Difference

As operations expanded across multiple sales channels, having a more connected system became increasingly important.

According to Simon:

“We wanted to connect everything—from TikTok, Shopee, Lazada to our own website—so managing stock and operations would be easier.”

Growing Beyond Marketplace Dependency

As Simon shared, selling on marketplaces often comes with platform commissions and pricing limitations that can affect business margins over time.

By strengthening their own ecommerce website alongside marketplaces, TimeLux gains more flexibility in how they engage customers, run promotions, and build long-term brand value.

At the same time, marketplaces continue to play an important role in reaching new customers.

For growing ecommerce businesses, balancing marketplace reach with stronger direct customer relationships can help create a more sustainable growth strategy.

3 Lessons Online Sellers in the Philippines Can Learn from TimeLux

1. Marketplaces Help You Reach Customers — But Your Website Helps You Build a Brand

Marketplaces are valuable for discovery and traffic, but having your own ecommerce website gives businesses more control over branding and customer relationships.

2. Managing Multiple Sales Channels Requires Better Operational Systems

As businesses expand across Shopee, Lazada, TikTok Shop, websites, and physical stores, centralized operations become increasingly important.

3. Customer Relationships Matter for Long-Term Growth

Building direct customer engagement beyond marketplaces can help encourage repeat purchases and strengthen long-term business growth.