TPHUBS.COMThe backup store: why marketplace sellers need a shop of their own
Lots of online shops sell on just one marketplace. All is well until the marketplace raises fees, changes its algorithm or suspends the account, and revenue drops to zero overnight. A backup store is the simplest way not to keep all your eggs in one basket.
Marketplace vs your own store
| Marketplace | Your own store | |
|---|---|---|
| Built-in buyers | Yes, the biggest advantage | No, you bring your own traffic |
| Fees per order | Often 10% to 30% depending on the platform and ads | Mostly payment fees and platform fees (e.g. Shopify's 2% if you can't use Shopify Payments) |
| Who owns the customer | The marketplace | You |
| Suspension risk | High, at the platform's discretion | Low, the accounts and domain are in your name |
| Brand | Mixed in with competitors | Full control of design and content |
| Rule changes | Frequent, often without notice | You decide |
The two aren't either-or. Marketplaces bring new buyers fast; your store keeps customers and margin. For platform details, see our posts on Etsy, TikTok Shop and Amazon.
What a backup store needs
- Domain and accounts in your name, not your developer's.
- Your full catalog with the same photos, descriptions and variants, ready to sell at short notice.
- Working payments (PayPal, cards and so on) with a test order placed.
- Shipping and policy pages: returns, privacy, terms, delivery.
- Email capture: a sign-up box with an offer. Your list is the most valuable asset your store gives you.
- Analytics: Google Analytics and the Meta and TikTok pixels, so you know where buyers come from.
A 30-day plan
- Week 1: pick a platform (usually Shopify for international selling), buy a domain, move your products.
- Week 2: set up payments and shipping, write policy pages, place a test order.
- Week 3: add your store link to social profiles, add email capture, install analytics.
- Week 4: run a small campaign (ads or content) to send new buyers to the store and check conversion.
Your store doesn't need big sales on day one. The first goal is to have a working store ready, so if a marketplace fails you, you redirect ads to it instead of starting from zero.
Cost
Shopify Basic is $29 to $39 a month and a domain is about $15 a year. See how much a Shopify store costs for the full breakdown. If you'd rather have it done for you, TPHubs offers Shopify Launch at $199, Shopify Starter at $349 and Shopify Professional at $739, always with every account in your name. See pricing.