The question is not either-or. It is which to do first and what each is for.
In short: Marketplaces such as Amazon, Flipkart, Blinkit and Zepto bring ready demand but charge fees and own the customer relationship. A D2C website gives margin and customer data but needs traffic. Most Indian brands should launch on one or two marketplaces for demand and build their own store to capture repeat customers.
What marketplaces give you
Existing traffic, trust, payments and logistics. The cost is fees, price competition and limited customer data.
What your own store gives you
Higher margin, brand control, customer emails and WhatsApp numbers, and the ability to run your own offers.
A practical sequence
Start with one or two marketplaces to validate product and price. Add your D2C store and move repeat customers to it with inserts and loyalty offers where the marketplace policies allow.
Keep the catalog in sync
One master catalog avoids overselling and inconsistent content.
Frequently asked questions
Is it allowed to redirect marketplace customers to my store?
Most marketplaces forbid it. Use compliant methods such as brand inserts without off-platform sales prompts, and check the current policy.
Plan your channels: book a free call.