Marketplace vs Own Shop: Which Model for Selling in Africa?

For a European seller wanting to reach the African market — or an African producer targeting Europe — the choice between joining an existing marketplace or creating their own online store is structural. Each model has its strengths, and the answer depends on development stage, budget and ambitions.

A marketplace offers a quick start with minimal investment. No site to develop, no hosting to manage, no payment system to integrate. The platform brings its traffic, customer base and credibility. For an African artisan taking their first steps in export, it's often the only realistic option. Commissions (10-20%) are the price of this convenience.

An own shop offers total control: branding, customer experience, customer data, margins. With solutions like Shopify or WooCommerce, creation costs have dropped considerably. But the real challenge isn't technical — it's traffic acquisition. Without a marketplace's visibility, you need to invest in advertising, SEO and social media to attract first customers.

The hybrid model is often the best strategy. Use the marketplace as a showcase and acquisition channel, then redirect loyal customers to your own shop for higher margins. This approach lets you test the market with less risk before investing in your own infrastructure. Data collected on the marketplace (popular products, seasonality, accepted prices) guides the shop strategy.

African market specifics favor marketplaces for beginners. Mobile Money payment integration, multi-country logistics management and buyer trust are complex problems that a marketplace solves for its sellers. Developing these capabilities solo requires considerable resources and local expertise that's hard to acquire from Europe.

Long-term, successful sellers combine both approaches. The marketplace generates volume and visibility, the own shop builds brand and margin. Modern tools allow synchronizing stock, prices and orders between both channels. The ultimate goal: 30% of revenue coming from the own shop, with margins 2-3 times higher than the marketplace.