Selling in Marketplaces Versus Your Own Store: Lessons From the Founder

www.shopify.co.uk

When given a choice, do you sell in a marketplace like Amazon (ready with lots of traffic and the infrastructure required) or create your own store. I'm inclined to say go with both, but sometimes the two can undermine each other. Premium stores don't do too well on Amazon and some brands want full control of the user experience and telling stories more than using an existing ecosystem . 

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