"Should I open my own e-commerce or sell on Amazon?" In 2026 the question is more relevant than ever: marketplaces have enormous volume and low barriers to entry, but margins erode year on year and customer data stays theirs. A proprietary e-commerce has higher upfront costs but generates assets that last. In this guide we compare the two models on what actually matters.
E-commerce vs marketplace in 2026: the differences that count
The fundamental difference isn't technical — it's strategic. A marketplace gives you existing traffic in exchange for fees and control. A proprietary e-commerce gives you total control in exchange for having to generate traffic yourself.
- Marketplace (Amazon, Etsy, eBay): traffic included, limited branding, customer data not yours, fees 8-20%.
- Proprietary e-commerce: traffic to build, full brand control, customer data owned, fixed costs (hosting, gateway, marketing).
Fee breakdown in 2026
Real costs per channel on a €50 product:
- Amazon FBA: 8-15% referral fee + €3-5 FBA logistics + storage. On €50: roughly €11-13 total fees.
- Etsy: 6.5% transaction fee + €0.20 listing + optional 3% advertising = ~10% total. On €50: ~€5.
- eBay: 8-12% final value fee. On €50: ~€5.
- Own e-commerce: 2.9% + €0.25 Stripe + €50-200/month hosting + €300-800/month marketing. Cost per sale depends entirely on volume.
The hidden cost of own e-commerce is marketing: on a marketplace traffic is included in the commission price. On your own site, every visitor has an acquisition cost.
When a marketplace actually wins
- Generic or actively searched product (electronics, books, accessories).
- Quick market validation without investing in marketing.
- High enough production margins to absorb 10-15% fees.
- No recognisable brand yet — you want to borrow the marketplace's trust.
When own e-commerce wins
- Brand with specific positioning that can't be communicated on Amazon.
- Premium product where customers expect a curated buying experience.
- Need customer data for retention, email marketing and upselling.
- Niche with its own community (handmade, sustainable fashion, specific B2B).
The hybrid strategy: most common in 2026
Most of our e-commerce clients use both channels complementarily: marketplace for acquisition, own e-commerce for retention. Start with marketplace to validate product and demand, then build the proprietary channel as the brand grows.
Conclusion
There's no universal answer to "marketplace or own e-commerce". The choice depends on product margin, brand level and long-term goal. What's certain: building a proprietary e-commerce is an investment in an asset you own — unlike Amazon traffic, which disappears if their terms change.
If you want to figure out which model fits your product, contact us via the quote form: we help you run the numbers on margins and projections in 48 hours. See our e-commerce services and examples in the portfolio.