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.
- Microcart lets you manage marketplaces and webshop from one place.
Marketplaces like bol offer something that your own webshop lacks in the beginning: millions of visitors who are already there and trust you. That sounds tempting — and it is. But it comes at a price, and you don't build your own customer relationship with it. The smartest approach for most starters is not to choose, but to combine. This guide explains how.
The advantages and disadvantages
| Advantage of marketplaces | Disadvantage |
|---|---|
| Direct access to a large audience | Commission on every sale |
| Customers trust the platform | You “borrow” the customer, you don't own him |
| No private traffic required to start | 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.
The famous 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
Marketplaces usually charge a commission per sale (a percentage plus sometimes a fixed amount), and some charge a monthly fee. Include that commission in your price and your margin — otherwise you will sell at a loss. Compare it with the predictable costs of your own webshop from what a webshop costs: on a marketplace you sell more, but you keep less per item.
The smart strategy: combine
This approach works best for most starters:
- Use the marketplace for reach — first sales, brand awareness, reviews.
- Build your own webshop at the same time — there your margin is higher and you own the customer.
- 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?
Neither is “better” — they complement each other. A marketplace provides reach, your own webshop provides margin and customer relationship. Combine them.
How much does it cost to sell on a marketplace?
Usually a commission per sale (a percentage, sometimes plus a fixed amount) and for some a monthly contribution. Include this in your price.
Can I attract marketplace customers to my own webshop?
Within the rules of the platform, you can show your brand and give a reason to order directly next time. Stick to their terms.
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?
Work with one central stock that is automatically debited across all your channels.
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.
