Key takeaways
- Marketplaces such as bol provide reach, but have commissions and little customer loyalty.
- Combine them with your own webshop for margin and customer data.
- Keep one inventory to avoid double sales.
- Before choosing a channel, check which Microcart connection supports your marketplace, account and order and stock process; run a test order.
Your own store and a marketplace can play different roles in reaching customers. Compare each channel's costs, conditions and options for maintaining customer relationships before deciding where to sell. Choose the products for each channel and plan how you will track stock and orders before opening several at once.
The advantages and disadvantages
| Advantage of marketplaces | Disadvantage |
|---|---|
| Direct access to a large audience | Commission on every sale |
| Customers trust the platform | The platform controls much of the customer relationship |
| The marketplace already attracts visitors | Lots of competition, often based on price |
| Fast first sales possible | You are dependent on their rules |
In short: a marketplace gives you reach, but takes part of your margin and your customer relationship.
Well-known marketplaces
- bol — the largest in the Netherlands and Belgium, broad audience, strong trust.
- Amazon — international reach, but busy and competitive environment.
- Marketplace / second-hand and niche platforms — sometimes surprisingly effective, depending on your product.
Start with the platform where your target group and product type fit best, not all at once.
The costs: calculate commission
Compare revenue excluding VAT minus purchasing, commission, payments, shipping, returns, acquisition and labour for each channel. More reach need not produce more sales, and your own store need not yield a higher net margin. Use the same cost basis for both channels. See also: what a webshop costs.
The smart strategy: combine
This approach works best for most starters:
- Use the marketplace for reach — first sales, brand awareness, reviews.
- Build your own store when the presentation, direct customer contact and total costs suit your business. Customers are not property; use their data only for permitted purposes.
- Attract marketplace customers to your own channel — with a neat leaflet, your brand on the packaging and a reason to order directly next time (within the rules of the platform).
This way you use the reach of the marketplace to build your own brand, instead of becoming completely dependent on it.
Keep your inventory correct across all channels
If you sell on a marketplace and in your own webshop, your stock must be synchronized everywhere. Otherwise you will be selling something twice that you no longer have. Work with one central stock that is automatically debited — see inventory management for your webshop.
Common mistakes
- Not passing on the commission and selling with too little margin.
- Only sell on a marketplace and never build your own brand.
- Not syncing inventory between channels.
- Competing on price rather than on a stronger offering or brand.
Frequently asked questions
Is selling on bol better than having your own webshop?
Compare reach, costs, terms and options for customer contact. The best channel mix depends on your product and your own results.
How much does it cost to sell on a marketplace?
Use the current fee schedule for your category. Illustrative figures: €40 revenue excluding VAT minus €18 purchase cost, €5 commission and €6 delivery leaves €11 before returns, labour, acquisition and overheads. Check fixed charges and the basis used to calculate commission.
Can I attract marketplace customers to my own webshop?
Check the platform’s current rules for packaging, links and customer contact first. Do not automatically reuse order data for your own marketing. Keep the trial small: one product group, one stock buffer and a check after each channel order. This exposes manual work and delays.
Should I sell on multiple marketplaces at the same time?
Start with one that suits your product and target group. You can expand later, if your inventory and logistics can handle it.
How do I prevent double sales?
Use central stock with tested channel connections, monitor synchronisation and keep a buffer where needed. This reduces overselling but cannot eliminate delays or errors.
Get started
Choose one marketplace that suits your product, include the commission in your price, and set up your own webshop at the same time so that you can build up your margin and customer relationship there. Sync your inventory across both channels. If you are still at the beginning, read the step-by-step plan to start an online store.
