Marketplace vs D2C Website Comparator

Amazon India commission rates: Electronics 5–8%, Fashion 15–25%, Beauty/Health 10–15%, Home 10–18%, Books 5–15%. Flipkart similar. Additional charges: GST on commission, FBA storage (₹5–40 per unit per month), shipping (₹40–100 per unit), and return handling. Total platform cost often 25–35% of selling price — higher than most brands budget for.

Move to D2C when: marketplace revenue exceeds ₹15–20 lakhs per month (enough scale for D2C investment), you have 5,000+ customer contacts in your database, brand recognition is established (repeat purchase by brand name not just product search), and you want to control customer experience and data. Never abandon marketplace — use both together.

D2C website costs: Shopify subscription ₹3,000–10,000 per month, setup and design ₹50,000–2,00,000 one-time, payment gateway (Razorpay) 2–2.5% per transaction, logistics integration ₹10,000–30,000 setup. Monthly ongoing: ₹10,000–30,000 for platform and tools. Break-even typically at ₹8–15 lakhs per month revenue where commission saving covers D2C costs.

Marketplace advantages: zero customer acquisition cost initially (Amazon and Flipkart bring the traffic), established trust and purchase assurance, integrated logistics infrastructure, and faster first sale. Own website advantages: 0% commission (saves 15–25% of revenue), own customer data, brand control, subscription and loyalty program capability, and higher LTV.

Omnichannel D2C strategy: Use marketplace for new customer discovery and volume, own website for repeat purchases and loyalty (incentivise with 10% off on direct orders), quick commerce (Blinkit, Zepto) for impulse and convenience categories, offline retail for premium and gifting. Most successful Indian D2C brands use 3–4 channels simultaneously, optimised by product category.