Plataformas ecommerce vs. marketplaces: elige bien
Cuando hablamos de vender productos online, normalmente lo hacemos a través de una tienda ecommerce que permite comprar y vender por internet. Sin embargo, en los últimos años los marketplaces digitales han ganado mucha popularidad, y muchos negocios han visto cómo sus ventas se disparaban al operar en uno de ellos.
La gran pregunta que se hacen muchos emprendedores es: ¿conviene trazar tu propio camino creando una tienda ecommerce independiente o vender en marketplaces «uniformes» para todo el mundo? Cada opción tiene sus pros y sus contras. Si te enfrentas al mismo dilema con tu proyecto de print on demand, sigue leyendo: te explicamos las claves, las diferencias y los factores que debes valorar antes de tomar esta gran decisión.
The basics
What is an ecommerce platform?
Una plataforma ecommerce es un sitio web o una aplicación que te permite crear tu propia tienda online y vender productos directamente a tus clientes. Estas plataformas ofrecen las herramientas y la infraestructura necesarias para gestionar la tienda, procesar pedidos y atender consultas.
Las plataformas ecommerce las suelen utilizar negocios que quieren tener el control total de sus ventas online y de la experiencia del cliente.
Ejemplos: Shopify, BigCommerce, Squarespace, WooCommerce (a través de WordPress).
Pros:
Brand control: The sky's the limit when it comes to personalizing your store. When you sell on an ecommerce platform, you have more control over the look and feel of your online store, which can help you establish and maintain your brand's identity.
Customization: Ecommerce platforms often offer more flexibility and customization options than marketplaces, allowing you to tailor the shopping experience to your specific needs and preferences.
Customer data: When you sell on an ecommerce platform, you have access to more detailed customer data, such as their purchase history and contact information, which can help you better understand your customers and make informed business decisions.
Marketing opportunities: Ecommerce platforms often offer a range of marketing tools and features that can help you promote your products and reach new customers.
Reduced fees: Many ecommerce platforms charge lower per-order fees than marketplaces, which can help you save money and increase your profitability.
Cons:
Upfront costs: Setting up an ecommerce platform can be more expensive than using a marketplace, as you may need to pay for things like hosting, payment processing, and design costs.
Limited traffic: When you sell on an ecommerce platform, you are responsible for driving traffic to your store and promoting your products. This can require time and money, especially if you are just starting out and don't yet have a large following or established customer base.
Technical skills: Setting up and managing an ecommerce platform can require a certain level of technical expertise, which may be a barrier for some sellers who don't have the necessary skills or resources.
What is an online marketplace?
El marketplace es una extensión del ecommerce porque permite a los negocios llegar a sus clientes, pero también conviven en la misma plataforma con otros vendedores. Ofrece un espacio central donde los compradores pueden comprar y comparar productos de distintos vendedores.
Estos sitios suelen contar con una base de clientes amplia, una gran variedad de productos y, normalmente, funciones adicionales como reseñas y valoraciones, además de un público potencial de compradores ya integrado.
Los negocios que quieren llegar a una audiencia más amplia y aprovechar la popularidad y credibilidad ya consolidadas de la plataforma eligen esta vía.
Pros:
Large customer base: Ecommerce marketplaces often have a large and diverse customer base, which can make it easier for your products to be discovered by potential customers - around the globe.
Traffic: Marketplaces often actively promote their site to generate their own traffic. Some may also offer marketing tools and features to help sellers promote their products, such as sponsored listings and targeted advertising, which can help drive traffic to your products.
Reduced upfront costs: Selling on a marketplace usually requires fewer upfront costs than setting up an ecommerce platform, as you don't need to worry about things like hosting, payment processing, and design costs.
Simplicity: Marketplaces are generally easier to use and require fewer technical skills to set up and manage, making them a good option for sellers who are just starting out and don't have a lot of experience with ecommerce.
Trust and credibility: Established marketplaces often have a level of trust and credibility with consumers, which can help build confidence in your brand and increase sales.
Cons:
Fees: Marketplaces often charge fees for listing products and/or for each sale, which can eat into your profits.
Limited customization: Marketplaces generally have more limited customization options compared to ecommerce platforms, which can make it difficult to create a unique and personalized shopping experience for your customers.
Brand control: When you sell on a marketplace, you may have less control over the look and feel of your store, and your products may be presented alongside those of other sellers. This can make it harder to establish and maintain a strong brand identity.
Competition: Marketplaces can be highly competitive, as many sellers are offering similar products to a large and diverse customer base. This can make it harder for your products to stand out and be noticed, which can impact your sales.
The differences
Ownership & control
La diferencia clave entre una plataforma ecommerce y un marketplace es la propiedad y el control. Con una plataforma ecommerce tienes el control total de tu tienda online, incluidos el diseño, la marca, los precios y la oferta de productos. Esto te permite crear una experiencia única y diferenciada para tus clientes. En cambio, los marketplaces de ecommerce están más estandarizados y ofrecen menos control. Debes ajustarte a las normas y políticas del marketplace y tu margen para personalizar la marca puede ser limitado. Esto restringe la flexibilidad y la creatividad de tu negocio, pero también aporta cierta consistencia y confianza a los compradores.
Aquí tienes un resumen de otras diferencias:
Ecommerce platforms | Marketplaces | ||
|---|---|---|---|
Traffic | |||
Traffic | You are responsible for attracting customers and increasing the store’s traffic. | Marketplaces generate traffic due to the convenience of having many options available. | |
Marketing | |||
Marketing | You are in charge of lead generation and advertising efforts. | Marketplaces nurture, attract, and engage leads on their own. | |
Competition | |||
Competition | You are the only seller showcasing your products. | You compete with other sellers and their products. | |
Cost | |||
Cost | You need to bear the costs of hosting and maintaining the website. Higher costs of setting up. | You need to pay a commission on every sale made. Lower costs of setting up. | |
Time | |||
Time | Setting up a new shop and continuing maintenance can be time-consuming. | Quick to set up and minimal maintenance required. | |
Ecommerce platforms | Marketplaces | ||
Making the right choice for your business
Todo se reduce a tus objetivos concretos y a las necesidades de tu negocio. No existe una solución única para todos.
Si quieres construir una imagen única por la que ser reconocido y no quieres renunciar al control, opta por la plataforma. Si la marca no es ahora mismo tu prioridad, buscas algo rápido y quieres empezar a vender pronto, elige un marketplace.
Si quieres llegar a una audiencia mayor y aprovechar el tráfico y la visibilidad que ofrece un marketplace, un marketplace de ecommerce puede encajar mejor. Es especialmente útil para negocios pequeños o nuevos que aún no tienen su propia base de clientes. Eso sí, competirás directamente con otros vendedores en el mismo sitio.
Otra opción es seguir ambos caminos: montar tu propia tienda con una plataforma como Shopify y, además, listar tus productos en un marketplace como Etsy.
Las plataformas de ecommerce y los marketplaces son dos canales de venta distintos, cada uno con sus ventajas e inconvenientes. Lo importante es informarse, valorar las opciones con calma y elegir el canal que mejor se ajuste a tus objetivos.
¿Listo para empezar tu aventura ecommerce? Elige tu plataforma o marketplace y regístrate gratis en Gelato para empezar a vender en print on demand hoy mismo.