The e-commerce market is constantly evolving, and one of the most important factors in this shift is the growing role of marketplaces. Platforms like Amazon, Allegro, eBay, Etsy, and Zalando have become global giants, capturing a significant share of online traffic and sales. Marketplaces have built their dominance on the promise of convenience: customers can find millions of products in one place, compare prices, read reviews, and the entire shopping process—from ordering to delivery and returns—is fast, transparent, and often cheaper than in independent stores.

Independent online stores find themselves in a difficult position. On the one hand, marketplaces offer them the opportunity to reach a vast number of potential customers without having to invest in extensive marketing campaigns or expensive sales technologies. Many small and medium-sized businesses choose to start their business by selling on such platforms, hoping for quick profits and recognition. On the other hand, such collaboration comes at a price. Marketplaces take control of the customer relationship—it's the platform, not the seller, that builds customer loyalty. Customer data, crucial for brand development, remains in the hands of marketplace operators. Furthermore, the algorithms that determine offer visibility often prioritize price, availability, and delivery terms, relegating aspects such as service quality and product uniqueness to the background.

Another danger lies in the fact that marketplaces themselves are becoming increasingly active players in commerce. Platforms eagerly analyze sales data and trends, then introduce their own products or private labels that directly compete with existing suppliers. For independent sellers, this means the risk of being pushed out of the market, marginalized, or dependent on platforms that dictate the terms of the game.

In this situation, a key question arises: how can we run effective e-commerce without becoming dependent on marketplaces and build customer loyalty, who are now accustomed to shopping on large platforms? The answer isn't to abandon a presence on marketplaces, as in many cases they can be an important element of a sales strategy. Rather, it's about leveraging their potential as a channel of communication, while consciously developing our own brand, offerings, and sales ecosystem.

Building customer loyalty today requires more than just low prices and fast delivery. It requires creating a unique shopping experience that will make customers want to return to your store. What matters is the brand's history, its values, quality of service, individual approach, and the ability to personalize offers. It's also crucial to consciously manage customer data and use it to build relationships, not just to complete transactions.

Mechanisms of operation of marketplaces

Marketplaces have become the foundation of modern online commerce because they perfectly meet the needs of today's consumers: speed, convenience, low prices, and a wide selection. To effectively compete with these platforms, you must first understand how they operate, what they leverage, and why they attract customers so effectively. Their mechanisms are complex and precisely designed to maximize sales and retain buyers within the platform's ecosystem.

Marketplaces operate based on a model in which they aren't merely intermediaries between sellers and customers. They are increasingly becoming sellers, logistics operators, and providers of additional services, such as payments and warranties. This allows them to control the entire purchasing process—from product search, through transaction completion, to delivery and post-sales support. A key element of this model is access to vast amounts of data: marketplaces collect information about what customers are searching for, what products they browse, what they add to their carts, what prices attract them, what reviews they leave, and what promotions they respond to.

Based on this, marketplaces build their algorithms, which determine which offers are displayed to buyers. These algorithms take into account a number of factors: price, product availability, delivery speed, service quality (measured, for example, by customer ratings and reviews), returns rate, and compliance with platform policies. As a result, sellers unable to meet these criteria lose visibility to those offering more competitive terms—usually at the expense of margins.

Marketplaces attract customers through advanced marketing strategies: they dominate search engine results (SEO), invest huge budgets in paid advertising (PPC), and their brands are so recognizable that for many buyers, the platform's name has become synonymous with online shopping. Furthermore, they offer tools such as artificial intelligence-based product recommendations, trust-building ratings and reviews, loyalty programs (e.g., Amazon Prime), and simplified returns and complaints procedures. All of this makes shopping on the platform seem easier and safer than in an independent online store.

Collaborating with marketplaces also poses pitfalls that can significantly limit the development of independent e-commerce. Primarily, sellers lose direct contact with the customer—contact information, purchase history, and preferences are transferred to the marketplace, not the store owner. This makes it difficult to build loyalty and conduct marketing activities outside the platform. Furthermore, marketplaces impose their own rules of the game: terms and conditions, commissions, service quality requirements, returns policies, and packaging. Sellers have little influence over how their brand is presented, as the platform owns the shopping experience. In extreme cases, marketplaces, seeing the success of a given product, introduce their own private-label equivalents, often offering them at a better price and with greater marketing support.

Understanding these mechanisms is the starting point for building a strategy that will allow online store owners to effectively compete with marketplaces. The key is to identify your own advantages: where marketplaces are strong, you should match them, and where they are weak, you should offer customers something more and better. The following sections of this guide will discuss how to achieve this by building an independent brand, your own sales ecosystem, and lasting customer loyalty.

Building your own competitive advantage

In a world dominated by marketplaces, independent online stores must consciously build their competitive advantage to survive and thrive. Competing solely on price is a risky strategy and often leads to lost margins and a competitive landscape in which marketplaces, due to their scale and resources, will always have an advantage. Therefore, the foundation of success is creating a unique selling proposition (USP) that clearly differentiates the store from platform offerings and gives customers a reason to buy directly from the brand.

Building a competitive advantage begins with defining what sets a company apart from the competition. This could be a unique product range—inventory, handcrafted, locally made, custom-made goods, or limited editions. It could also be a unique shopping experience that marketplaces can't provide: product personalization, expert advice, or additional services (e.g., installation, service, training). It's crucial that the store isn't perceived as "just another supplier of the same thing," but as a brand with its own history, mission, and values ​​that resonate with a specific customer group.

One of the foundations of competitive advantage is branding. Marketplaces, although they offer a vast selection and attractive prices, typically don't foster a customer-seller bond—this bond is inherent to the platform itself. Therefore, an online store should invest in building a recognizable brand: from a consistent visual identity, through a tone of communication, to the values ​​the brand wants to be associated with. Consumers are increasingly seeking brands that represent more than just the product: they emphasize business ethics, environmental responsibility, transparency, and localism. These are areas where independent stores can build a real advantage over impersonal marketplaces.

Customer service is also crucial. Marketplaces standardize the purchasing process, which on the one hand provides predictability, but on the other eliminates the element of personal contact and flexibility. An online store can use this lack to its advantage by offering service that isn't "platform-based." Quick answers to questions, a personalized approach, a flexible approach to complaints, and the ability to contact a real advisor are all aspects that can build loyalty and distinguish a store from other platforms.

An equally important advantage is the added value proposition, meaning anything that makes price not the sole selection criterion. This could include gift wrapping options, dedicated eco-friendly packaging, loyalty programs based on real benefits, or even access to private social media groups or premium customer content. A customer who feels they're getting more than just the product itself is less likely to seek out cheaper alternatives on the marketplace in the future.

Pricing strategy and added value

One of the biggest challenges facing independent online stores is the pricing pressure exerted by marketplaces. These platforms have made price a key competitive factor. Their algorithms often promote the cheapest offers, those readily available and with fast delivery, leading to a perpetual price war. An independent store attempting to compete solely on price will quickly find itself in a situation where maintaining margins becomes impossible, and every sale is no longer profitable. Therefore, the key to success is developing a pricing strategy based not on discounts, but on the value the store offers the customer.

Pricing strategy should stem from a unique value proposition. Product price ceases to be the most important factor for customers when they receive something more along with the product: a guarantee of quality, purchase security, exceptional service, or additional services. Stores can build an advantage through value-added packages that are difficult for marketplaces to replicate. These can include services such as product personalization, packaging selection, after-sales support, or access to a dedicated consultant. Ethical and environmental aspects are also important to many customers – so it's worth emphasizing local product quality, eco-friendly materials, climate-neutral delivery, and the brand's social responsibility.

Loyalty programs are an invaluable tool in building value. While marketplaces also offer subscription programs (e.g., Amazon Prime), their goal is to bind customers to the platform, not to a specific retailer. Online stores have the advantage of creating a program tailored to their target audience. Loyalty points, discounts on subsequent purchases, early access to new products, exclusive offers, and the opportunity to co-create the offer (e.g., voting for new products) are all activities that build long-term customer relationships. However, such a program shouldn't simply be a reward system for purchases—it should reinforce brand values ​​and engage customers on a deeper level.

Delivery and returns policies can also provide added value. While marketplaces have accustomed customers to free shipping and easy returns, online stores can differentiate themselves by offering more flexible and customer-friendly options. Examples include the ability to choose a delivery date, eco-friendly delivery (e.g., by cargo bike in cities), in-store pickup with additional benefits, or extended returns periods. Customers increasingly value transparency and the absence of hidden costs—a transparent delivery and returns policy can be a significant asset for a store.

It's crucial that pricing strategy isn't disconnected from marketing communications. A store should clearly and consistently communicate why its product is priced as it is – what the customer gains by choosing to shop outside of the marketplace. The argument doesn't have to be solely a lower price, but rather the higher value of the entire shopping experience. This requires the brand to educate customers, showcasing the components of the product's price and how the purchase supports, for example, the local economy, sustainable development, or the communities the brand collaborates with.

A value-based pricing strategy requires courage and consistency. This doesn't mean completely abandoning promotions and discounts—these can still be tactical elements, such as seasonal sales or for regular customers. However, added value should be the foundation of a strategy that allows a store to become independent from the pricing pressures of marketplaces and build loyalty among customers who buy consciously and with conviction, not just because the offer was the cheapest. In the following sections of this guide, we'll explore tools and practices that support building this loyalty and standing out among large retail platforms.

Building customer loyalty

In the world of e-commerce, customer loyalty is one of the most valuable assets a brand can possess. This is even more so when the market is dominated by marketplaces that focus on convenience, low prices, and a wide selection, but fail to build a lasting bond between buyers and individual sellers. For an independent online store, customer loyalty isn't a luxury—it's essential for survival and growth. Therefore, it's crucial to consciously develop a strategy that will keep customers coming back to your store, rather than choosing a marketplace or competitor for their next purchase.

First, it's worth answering the question: what does loyalty mean in e-commerce today? It's no longer limited to repeat purchases from the same store. A modern loyal customer is one who identifies with a brand, recommends it to others, willingly interacts with it, subscribes to newsletters, follows it on social media, and sometimes even becomes its ambassador. Loyalty is built on the experiences and emotions a brand can evoke—on the feeling that the customer is more than just an order number.

Communication is the foundation of building loyalty. An online store must be present wherever the customer is and speak a language that resonates with them. Tools like email marketing, SMS notifications, newsletters, and proprietary mobile apps enable direct and regular communication. However, these shouldn't be dry sales messages. Customers expect valuable content: guides, inspiration, product stories, and behind-the-scenes information about the brand. Regular, thoughtful contact builds a relationship based on trust and commitment, not just transactions.

Personalization is key to building loyalty. Customers are increasingly savvy and expect brands to tailor their offerings to their needs. In practice, this means recommendations based on purchase history, dynamic content on the store's website, personalized promotional offers, and reminders about products they've previously been interested in. Personalization is no longer an afterthought—it's become the norm. Importantly, an independent store that owns its own customer data has an advantage in this regard over marketplaces that don't share such information with sellers.

Storytelling and brand values ​​are also a powerful tool for building loyalty. Marketplaces offer products but don't build a story around them. An online store can and should do this. Telling the brand's origins, mission, product development process, collaboration with local suppliers, or involvement in social initiatives makes the brand less anonymous. Customers see the people, values, and ideas behind the offering. This narrative builds an emotional connection that marketplaces simply can't offer.

Customer service is also crucial as a foundation for loyalty. Efficient, empathetic, and flexible service is often the deciding factor in whether a customer returns to a store. Responding quickly to questions, providing assistance in problematic situations, meeting customer expectations, and treating them individually are all crucial factors. Loyalty is built precisely when a store can respond to customer needs better than an impersonal marketplace.

Building loyalty is a long-term process that requires consistency. It can't be based on one-off promotional campaigns or passing fads. It's a strategy that must be consistent with the brand's values, its communication, its offerings, and the entire shopping experience. A store that understands that loyalty is the result of relationships, not price, has the potential to create a community of customers who choose it consciously and with conviction, not by chance. In the following sections of this guide, we'll show you how to strengthen such relationships and create your own sales ecosystem, an effective alternative to marketplaces.

Your own sales ecosystem

Faced with the dominance of marketplaces, independent online stores must build something that cannot be easily copied or hijacked— their own sales ecosystem . This integrated environment connects various customer contact channels, provides a consistent shopping experience, and strengthens brand relationships. The goal is to create a place customers will want to return to, offering value they won't find on marketplace platforms. An effective sales ecosystem is a combination of technology, communication, service, and offerings—all geared toward building loyalty and increasing conversions.

The foundation of such an ecosystem is a dedicated website . It should be the hub to which all marketing and sales activities lead. The site must be modern, fast, responsive (mobile-first), and user-friendly. Intuitive navigation, a simplified purchasing process (the fewer steps, the better), a variety of payment methods, and transparent delivery and returns information—these are the elements that determine whether a customer will complete a purchase. It's also crucial to ensure the website's unique character: the graphic design, tone of communication, and product presentation should build brand identity and distinguish the store from impersonal platforms.

A custom sales ecosystem can't be limited to an online store. Integrating various channels that support sales and customer communication is essential. Social commerce—selling via social media (Facebook, Instagram, TikTok)—is an important element of today's strategy. Live commerce , i.e., selling during live broadcasts that allow you to showcase products, answer questions, and build engagement, is gaining in importance. It's also worth considering creating your own mobile app , which allows for convenient shopping, access to exclusive offers, and quick communication with customers.

A key element of a company's ecosystem is marketing and customer service automation . Tools such as CRM systems, email marketing platforms, chatbots, and dynamic product recommendations allow for better customer relationship management and increased sales effectiveness. Automation enables, for example, sending reminders about abandoned carts, recommending products based on previous purchases, and segmenting customers based on their activity and preferences. Importantly, a store with its own ecosystem has full access to customer data and can legally use it to create more personalized offers—something marketplaces don't allow sellers to do.

A custom sales ecosystem also means a consistent experience at every stage of brand interaction . From the first encounter with an ad or social media post, through the website visit, to the moment the customer receives their package—everything should be consistent and reinforce the brand's message. The package should be carefully packaged, ideally in a way that reflects the company's values ​​(e.g., eco-friendly packaging), and post-purchase communication (confirmations, delivery information, feedback requests) should be clear and friendly.

It's also worth remembering that a retail ecosystem isn't just about technology, but also about building a community around the brand. A store can create spaces for exchanging experiences (forums, Facebook groups), organize webinars, online meetings, or contests that engage customers. This creates a closer connection with the brand, and customers begin to perceive it not just as a supplier of products, but as a community worth belonging to.

In summary, a dedicated sales ecosystem is a strategic investment that allows you to become independent from marketplaces, better manage customer relationships, and build loyalty on a solid foundation. A store that can create a consistent, engaging, and valuable shopping experience gains an advantage that even the largest marketplaces cannot provide. In the following sections of this guide, we'll discuss how to effectively promote such an ecosystem and how to leverage marketing to attract and retain customers.

Independent Store Marketing

Effective marketing is one of the most important pillars of building an online store's independence and real competitiveness against marketplaces. It's through well-thought-out marketing activities that a brand can attract customers without relying on large platforms, build recognition, and develop its own sales ecosystem. An independent store doesn't have the budgets of global marketplaces, but it does have something that can become its advantage: authenticity, a consistent message, and the ability to reach a precisely defined audience.

The foundation of online store marketing is SEO (search engine optimization) and content marketing . An independent store should invest in organic visibility, as this ensures a long-term, stable source of traffic that doesn't generate per-click costs. The store's website should be optimized both technically (loading speed, responsiveness, and heading structure) and content-wise. Unique product descriptions, shopping guides, topical blogs, and video content are tools that increase visibility on Google, build trust, and engage customers. Well-executed content marketing positions the store as an expert in its industry, which translates into customer loyalty and a greater willingness to buy.

The second important pillar is paid advertising —especially in the Google Ads and Meta Ads channels (Facebook, Instagram). However, an independent store should approach advertising consciously, focusing on measurable return on investment (ROAS). Unlike marketplaces, which often operate on a massive scale, a store should maximize the effectiveness of its campaigns through precise targeting, audience segmentation, and continuous optimization of the advertising message. An independent store's advantage is the ability to run more personalized campaigns that reference the brand's values, history, and unique offerings.

Collaboration with influencers is becoming increasingly important in independent e-commerce marketing —especially micro-influencers, who build authentic relationships with their audiences and earn their trust. Online stores can use them to reach a precisely defined target audience, such as those who love handicrafts, ecology, sports, or a specific lifestyle. The key is choosing partners who truly align with the brand's values ​​and are able to create a credible message. Well-planned collaboration with influencers not only increases sales but also builds brand awareness and prestige.

Retargeting and remarketing are also crucial marketing tools , allowing for the recapture of customers who visited a store but didn't make a purchase. These campaigns remind users about the brand, products viewed by users, and abandoned shopping carts. Retargeting allows stores to conduct targeted, low-cost campaigns that increase conversions and strengthen relationships with potential customers. Marketplaces utilize these techniques on a large scale—stores should do so equally effectively, but in a manner consistent with their own communications strategy.

It's also important to remember that effective marketing involves integrating online and offline activities . A store can strengthen its presence by participating in trade shows, local events, CSR campaigns, or sponsoring initiatives that align with its values. These activities build brand recognition and demonstrate genuine commitment.

In summary, marketing for an independent online store should be based on a strategy that combines various communication and sales channels, focuses on measurable results, and simultaneously builds brand value. A store doesn't have to fight for customer attention solely with its advertising budget—its advantages lie in authenticity, uniqueness, and the ability to build relationships that marketplaces don't offer. In the following sections of this guide, we'll discuss analytics and optimization strategies that will allow for the effective development of these strategies.

Data analysis and optimization

Effectively building online store independence and customer loyalty is impossible without consciously leveraging data and continuously optimizing operations. Unlike marketplaces, which collect and monetize customer behavior data, independent stores have a unique advantage: they can independently analyze data about their customers, their purchases, preferences, and brand interactions, and then use this information to improve their offerings, communication, and the entire shopping experience. Proper data analysis is the foundation for making decisions based on facts, not assumptions.

One of the greatest advantages of running your own e-commerce business is ownership of customer data . Every website visit, every click, every newsletter signup, every purchase—this is valuable information that can be collected and analyzed in accordance with applicable data protection regulations. Unlike selling on marketplaces, where the seller has no or very limited access to such data, an independent store can create a complete picture of its customer base. This allows for precise segmentation of the customer base, identifying the most valuable audiences, and creating offers that meet their specific needs.

To harness the potential of data, it's essential to use appropriate analytical tools. Google Analytics, CRM tools, marketing automation systems, and dedicated e-commerce dashboards are fundamental sources of information about user behavior. Analysis should include not only hard sales metrics (revenue, margins, average basket value) but also data on website behavior (visit duration, purchase paths, abandoned baskets), the effectiveness of individual marketing channels, and the efficiency of advertising campaigns. This information allows for optimization of operations: eliminating ineffective activities and investing in those that deliver real results.

A crucial element of the optimization process is testing and experimentation . A/B testing allows you to compare different page variants, messaging, call-to-action buttons, and offers, and select those that convert best. Conversion optimization (CRO) should be a continuous process—customer expectations evolve, as do technologies and market standards. A store that regularly tests and refines its solutions gains an advantage over competitors who operate according to established patterns.

Data analysis is also a tool for predicting customer behavior and planning future operations. By analyzing purchase history, seasonality, and trends in user behavior, predictive models can be created that help plan inventory, prepare marketing campaigns, and forecast revenue. This is particularly important in independent e-commerce, where any planning error (e.g., overstocking or shortages) can significantly impact a store's budget.

Importantly, data analysis shouldn't be treated solely as a technical tool for measuring effectiveness. Data should be used to build a better shopping experience . It allows stores to understand at what stages customers abandon their purchases, which products are most popular, and which communication channels are most natural for them. This knowledge allows them to create more intuitive websites, more effective campaigns, and more valuable customer relationships.

In summary, data analysis and optimization is a process that should permeate all areas of an independent online store's operations. It's not a one-time effort, but a constant element in building competitiveness and customer loyalty. A store that wisely utilizes data can better meet customer needs, react faster to market changes, and compete more effectively with marketplaces that rely on the power of data. In the next part of this guide, we'll look at how a store can leverage marketplaces to complement its strategy without losing its independence.

When (and if) to use marketplaces?

Although the primary goal of an independent online store should be building its own sales ecosystem and customer loyalty, in many cases, a presence on marketplaces can be a crucial element of the business strategy. It's crucial, however, that marketplaces serve as a tool supporting brand development , not as a primary sales channel on which the store becomes entirely dependent. Consciously utilizing platforms like Amazon, Allegro, eBay, and others allows you to leverage their potential without losing your independence.

Marketplaces offer sellers enormous opportunities to reach customers. They provide access to millions of buyers who search these platforms daily for products. For emerging brands, this can be a quick path to first sales, gaining reviews, and recognition. Marketplaces have their own traffic, promotional tools, logistics infrastructure, and payment systems, which significantly simplify launches. They can also be an excellent channel for testing new products and categories before introducing them to your own store.

However, in a long-term strategy, a marketplace shouldn't be the primary sales channel . Dependence on the platform means that the seller loses control over the customer relationship, lacks access to data about their product buyers, and their sales are largely dependent on the marketplace's changing algorithms and policies. Any change to terms and conditions, commission rates, offer positioning, or returns policies can directly impact the profitability and stability of the business. Additionally, there's a risk that the platform will introduce its own products or private labels, which will directly compete with the seller's offerings.

a hybrid model is a sensible solution , in which marketplaces complement the sales strategy rather than serve as its foundation. In this model, the store uses platforms primarily for:

• acquiring new customers and directing them to your own store (while maintaining compliance with the platform's regulations),
  
  
• building brand recognition and presence in places where customers look for it,
  
  
• sales of selected product categories (e.g. surplus stock, limited series, test products),
  
  
• gaining opinions and building trust among customer groups who prefer shopping on marketplaces.
  
  

The key is to maintain balance and control the share of marketplace sales in the store's total revenue. The larger the marketplace share, the greater the risk of losing independence. It's also worth developing a marketplace exit strategy , i.e., a plan for gradually reducing your presence on the platforms as your own sales channel develops. Such a strategy might include:

• systematic transfer of the best-selling products to your own store,
  
  
• investing in marketing your own brand and building customer loyalty,
  
  
• developing loyalty and subscription programs that retain customers in their own ecosystem,
  
  
• creating unique products available only in your own store.
  
  

Marketplaces can be a development tool, but they should be used consciously and with a clearly defined purpose. It's crucial that a store doesn't build its business on someone else's platform, but treats it as a channel supporting the development of its own brand. This allows you to reap the benefits of a marketplace presence without the risk of losing your identity or control over your customer relationship. In the next section of this guide, we'll present an action plan that will allow you to translate all the discussed strategies into concrete steps and avoid the most common mistakes made in the fight for e-commerce independence.

Summary and Action Plan

The world of e-commerce poses increasing challenges for independent online stores, especially with the dominance of marketplaces. These platforms attract customers with scale, price, and convenience, but they offer an impersonal shopping experience and take control of the customer relationship away from sellers. This guide has shown that there are effective ways to build independence, beat marketplaces, and earn customer loyalty. Now it's time to translate these ideas into a concrete action plan that will take you from theory to practice.

The first step should be defining a unique value proposition (USP) . A store needs to know what sets it apart from competitors and marketplaces—whether it's a proprietary product, exceptional service, customization, environmental responsibility, local production, or a unique shopping experience. Without a clear value proposition, it will be difficult to build an advantage that will attract and retain customers.

The next step in the plan is building your own sales ecosystem . This means investing in your own website, optimized for user experience and conversion, with an intuitive shopping process, a streamlined search engine, fast payments, and flexible delivery options. At the same time, it's worth developing sales in complementary channels, such as social commerce, mobile apps, and live commerce, creating a cohesive and engaging shopping experience.

The third key area is a well-thought-out pricing strategy and building added value . Instead of competing on price, a store should offer customers something they won't find on marketplaces: loyalty programs, personalization options, access to exclusive content or offers, exceptional customer service, or additional after-sales services. It's crucial that pricing communication is consistent with the brand's values ​​and shows customers what they gain by choosing to purchase directly from the manufacturer or distributor.

The fourth step is to implement systematic marketing activities . The store should conduct SEO and content marketing, invest in paid advertising aimed at a high return on investment (ROAS), collaborate with influencers, and utilize retargeting and remarketing to recover abandoned carts and lost sales opportunities. All of this should support brand recognition and drive traffic to its own store, not to external platforms.

The fifth pillar of the plan is data analysis and operational optimization . Regular monitoring of sales metrics, website user behavior, marketing campaign effectiveness, and service quality allows for a quick response to customer needs and the improvement of the entire shopping experience. Data should be used not only to improve financial results but, above all, to build long-term customer relationships.

It's crucial to consciously manage your presence on marketplaces . If a store uses such platforms, it should have a clear strategy for using them as a complementary channel—for example, for testing new products, selling selected categories, or building recognition among new customer groups. It's crucial, however, that marketplaces don't become the foundation of your business, but rather a tool supporting the development of your ecosystem.

Finally, it's worth highlighting the most common mistakes to avoid . The most important include:

• competing solely on price, which leads to loss of margin and brand value,
  
  
• too much dependence on marketplaces,
  
  
• lack of investment in the development of your own website and sales ecosystem,
  
  
• not using customer data for personalization and relationship building,
  
  
• inconsistent brand communication across channels.
  
  

Every store that wants to effectively compete with marketplaces and build customer loyalty should operate according to a specific checklist :

• Do I have a clearly defined value proposition?
  
  
• Is my website optimized for user experience and conversions?
  
  
• Do I offer customers more than just a product—added value that they won't find on marketplaces?
  
  
• Are my marketing activities consistent and focused on developing my own brand?
  
  
• Do I analyze data and optimize processes regularly?
  
  
• Is a presence on marketplaces an element of the strategy, not its foundation?
  
  

By following this plan, an online store has a real chance to build a stable market position, a loyal customer base, and a long-term competitive advantage—regardless of how developed the marketplace platforms are. This path is more difficult than selling exclusively on a third-party platform, but it leads to independence and lasting business value.