Should I drop marketplaces for my own site?

Usually not. Many shops keep marketplaces for new customers and use their own site to retain regulars and build a brand.

Does an own website bring customers by itself?

No. You bring traffic from social media, Google and regulars. In return, that audience belongs to you.

I am just starting. What first?

Build a free sales link, put it in your social bio and see how customers respond. Consider your own site once orders become steady.

Website

Own website or Shopee and TikTok Shop: which should small shops choose?

6 min readOctober 25, 2026

Marketplaces (Shopee, TikTok Shop), subscription platforms (Haravan, Sapo) and your own website compared: pros, cons, who owns the customer data, and when to combine them.

There is no single right answer for every shop. Each option solves a different problem, and many shops combine them. Here is a straight comparison so you can decide.

Marketplaces: Shopee, TikTok Shop

Pros: a large built-in audience, payments and shipping already connected, a store opens fast.
Cons: the marketplace charges fees that change over time, you compete on price right next to rivals, and customers belong to the platform more than to you.
Fits: the early stage, when you need orders fast and have no brand yet.

Subscription platforms: Haravan, Sapo

Pros: quick to stand up an online store, with order and stock tools included.
Cons: recurring subscription fees, and the design and data live inside the platform, so moving elsewhere is a hassle.
Fits: shops that want to run an online store themselves without anyone writing code.

Your own website

Pros: full control over design, brand and customer data. People searching your shop name on Google land on your page.
Cons: upfront investment and someone to handle the technical side, and no built-in audience, so you must bring the traffic.
Fits: shops with regular customers that want to build a brand and not depend on one platform.

A sensible mix for small shops

Start with a lightweight sales link on social media to test the market cheaply.
Keep a marketplace storefront for orders from new customers.
Once you have regulars, build your own website so they come back to buy directly and you keep their phone numbers and purchase history.

ShopFlow's approach

ShopFlow builds your own website on the idea "your web, your data". The site runs on WooCommerce, with the domain and data in your name, not locked into a subscription platform. If you are just starting, try a free sales link first.

Weighing your options? Message us on Zalo and ShopFlow will advise what fits your shop's size.

Chat on Zalo

Your own website, your dataSee ShopFlow's WooCommerce store website service.See the website service

Frequently asked questions

Should I drop marketplaces for my own site?: Usually not. Many shops keep marketplaces for new customers and use their own site to retain regulars and build a brand.
Does an own website bring customers by itself?: No. You bring traffic from social media, Google and regulars. In return, that audience belongs to you.
I am just starting. What first?: Build a free sales link, put it in your social bio and see how customers respond. Consider your own site once orders become steady.