How To Sell Online in India: Website vs Marketplace

Selling online in India is easier than you can imagine. There are several platforms that allow you to start your online business. But should you opt for a marketplace or get your own website? This will help you decide.

Website vs Marketplace

Where should you start selling your products/services online? Should you get your own website or should you sell in a third-party marketplace like Amazon or Flipkart?

These are valid questions that can confuse you when you’re starting off. Here’s what you should do to take a call. Ask yourself a few questions:

  1. Does my product/service belong to a niche category?
  2. Is my product customizable and of the bid-type?
  3. Will I be selling wholesale?

If the answers to all the above questions are a “yes,” you are better off selling on your own website. For almost everything else, you can look at selling at a marketplace.

Another way to go about it is to calculate the costs involved in your online store business plan:

cost analysis

Once you’ve calculated the costs and determined how much you’ll need to put in your online store, find out if you are making a profit.

Here’s a formula:

Profit = Selling price – (sourcing price + packing & shipping costs + transaction fee + marketing costs + variable costs)

If the numbers look steady and feasible to you, you may go ahead with getting your own website.

Where can I get my own website?

There are several platforms in India that help you set up your own online store. Here is a list:

Choosing a Marketplace

On the other hand, if you’re looking to choose a marketplace, here is some data from:

Statistic: Retail e-commerce sales in India from 2015 to 2021 (in billion U.S. dollars) | Statista
Find more statistics at Statista

The graph doesn’t just show steady growth but also projects a great increase in retail e-commerce sales in the country in the next few years. A little research on the internet turned up some interesting data about marketplaces.

Why are sellers flocking to marketplaces: Great discounts, more access to a large user-base, greater trust, ease of signing up and search-ability.

Here is a list of some popular marketplaces in India and a view of what they offer. This data has been sourced from

The Small Business Angle

If you are a small business that is product-oriented, you can start your free online store on Instamojo. It has a host of features like SEO-optimized links, invoice generators and shopping cart among other.

However, if you want to make your own web store and are looking for developers, designers etc, give a try.

Instamojo provides you the best of both worlds – marketplace and services to help build your online store.

Instamojo also provides you with a built-in payment gateway. You can start collecting payments online just by sharing a link with your customers over any desired platform.

All that and more in less than two-minutes! Have you tried our on-boarding game yet? Experience Instamojo today!


  1. Right now I am selling my product through Bangladesh online and my store is in Bangladesh how can I sell my product through India online.Is it possible? if yes what is the system. You are requested to give me tips.

  2. What a presentation and simply superb one and good analysis and well explained. Glad to see your article and great information…

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