Ecommerce Growth

Navigating Ecommerce Channels: What You Need to Know

Ecommerce Growth

Navigating Ecommerce Channels: What You Need to Know

Why Understanding Ecommerce Channels is Essential for Your Business

When it comes to growing your online business, understanding the types of ecommerce channels available is crucial. Ecommerce channels are the methods used to sell your products online, and each channel offers unique growth opportunities. Here are the core types of these channels:

  • Ecommerce Platforms: Direct sales through your own site (e.g., Shopify, WooCommerce).
  • Marketplaces: Platforms with multiple sellers (e.g., Amazon, eBay).
  • Social Commerce: Selling through social media (e.g., Facebook, Instagram).
  • Comparison Shopping Sites: Platforms for product comparison (e.g., Google Shopping).
  • Daily Deals Sites: Platforms offering time-limited discounts (e.g., Groupon).

Utilizing multiple ecommerce channels can help you reach a larger audience, increase your sales, and meet customers where they are. Companies effectively leveraging multichannel strategies often see higher customer satisfaction and more sales opportunities.

Hi, I’m Steve Pogson, an Ecommerce Growth Specialist with over 20 years of experience. My expertise lies in helping businesses navigate the complex landscape of ecommerce channels to unlock their true potential.

Types of Ecommerce Channels Infographic - types of e commerce channels infographic mindmap-5-items

Types of Ecommerce Channels

Navigating ecommerce channels can seem overwhelming, but understanding the different types can help you make informed decisions for your business. Here are the main types of ecommerce channels you should consider:

Ecommerce Platforms

Ecommerce platforms are your own digital storefronts where you have full control over the customer experience. Popular options include Shopify, BigCommerce, WooCommerce, Wix, and Squarespace.

Pros:- Lower costs: Setting up an online store is generally cheaper than a physical store.- 24/7 sales: Your store can make sales around the clock.- Global reach: You can sell to customers anywhere in the world.

Cons:- Trust issues: First-time customers might hesitate to buy from an unknown online store.- Returns: Customers can't physically inspect items, leading to higher return rates.- Distribution challenges: Inefficient shipping can lead to customer dissatisfaction.


Marketplaces are platforms where multiple sellers can list their products. Examples include Amazon,, eBay, Etsy, and Alibaba.

Pros:- Large audience: Access to millions of potential customers.- Brand awareness: Being on a popular marketplace can increase your brand’s visibility.- Efficient distribution: Many marketplaces offer fulfillment services like Amazon's FBA.

Cons:- High competition: Standing out can be difficult with so many sellers.- Commission fees: Marketplaces often charge listing and selling fees.- Strict requirements: You must adhere to the platform’s rules and guidelines.

Social Commerce

Social commerce involves selling directly through social media platforms like Facebook, Instagram, TikTok, and Pinterest.

Pros:- Direct contact: Engage with your audience in real-time.- Social proof: Customer reviews and shares can boost credibility.- Brand building: Easily showcase your brand personality.

Cons:- Time-consuming: Managing social media accounts requires constant attention.- Need for paid ads: Organic reach can be limited, necessitating paid promotions.- Risk of negative feedback: Negative comments can spread quickly.

Comparison Shopping Sites

Comparison shopping sites like Google Shopping,, and PriceGrabber let customers compare prices and features from different sellers.

Pros:- Reach larger audience: Attract customers who are actively looking to buy.- Competitive edge: Stand out by offering better prices or features.- New customer engagement: Reach shoppers who might not find you otherwise.

Cons:- Pay-per-click fees: You pay each time someone clicks on your product listing.- Low brand loyalty: Customers may just be looking for the best deal.- Cart abandonment: Shoppers may compare but not complete the purchase.

Daily Deals Sites

Daily deals sites like Groupon, Rakuten, and Amazon Deal of the Day offer time-limited discounts.

Pros:- Increase reach: Attract new customers with special offers.- Promote sales: Drive quick sales with limited-time deals.- Build customer loyalty: Encourage repeat purchases with great deals.

Cons:- Lower profit margins: Discounts can eat into your profits.- No guaranteed sales: Deals may not always result in high sales.- Potential brand devaluation: Frequent discounts might make your brand seem cheap.

These types of ecommerce channels each have their own advantages and challenges. The key is to choose the ones that align best with your business goals, target audience, and resources.

Next, we'll dive deeper into ecommerce platforms and explore how you can leverage them to grow your business.

Ecommerce Platforms

Ecommerce platforms are the backbone of online retail, enabling businesses to set up and manage their online stores. Popular platforms include Shopify, BigCommerce, WooCommerce, Wix, and Squarespace. Let's break down the pros and cons of using these platforms.


Lower Costs- Affordable Setup: Most ecommerce platforms offer various pricing plans to fit different budgets.- Reduced Overhead: Running an online store eliminates many of the costs associated with physical stores, such as rent and utilities.

24/7 Sales- Always Open: Your online store is open 24/7, allowing customers to shop at their convenience.- Automated Processes: Features like automated inventory management and order processing can handle sales even when you're offline.

Global Reach- International Sales: Support multiple languages and currencies, making it easier to reach a global audience.- Shipping Integrations: Many platforms offer integrations with international shipping services, simplifying the logistics of global sales.


Trust Issues- Building Trust: New online stores may struggle to build trust with customers. Features like SSL certificates and customer reviews can help, but it takes time.- Security Concerns: Ensuring the security of customer data is crucial.

Returns- High Return Rates: Online stores often face higher return rates compared to physical stores. This can be due to issues like product misrepresentation or sizing problems.- Return Logistics: Handling returns can be costly and time-consuming, requiring a robust return policy and efficient processing.

Distribution Challenges- Shipping Costs: High shipping costs can deter customers.- Inventory Management: Managing inventory across multiple channels can be complex.

By understanding these pros and cons, you can better navigate ecommerce platforms and choose the one that aligns best with your business needs.


Marketplaces are a powerful way to reach a larger audience and boost your brand's visibility. Let's dive into the pros and cons of selling on popular marketplaces.


1. Large AudienceMarketplaces have a massive customer base. This vast reach means you can tap into a ready audience that's already looking to buy.

2. Brand AwarenessSelling on well-known marketplaces can significantly increase your brand's visibility. These platforms are trusted by millions of shoppers, which can help build credibility for your products.

3. Efficient DistributionMarketplaces have established and efficient distribution channels. Services like fulfillment handle storage, packing, and shipping for you. This can save you time and resources, allowing you to focus on other aspects of your business.


1. High CompetitionA challenge of selling on marketplaces is the high level of competition. With thousands of sellers offering similar products, standing out can be tough. You'll need to rank well in search results to attract buyers.

2. Commission FeesMarketplaces charge vendors commission fees on each sale. These fees can vary but often cut into your profit margins.

3. Strict RequirementsEach marketplace has its own set of rules and requirements that you must adhere to. These can include specific product listing standards, return policies, and shipping guidelines. Failure to comply can result in penalties or even removal from the platform.

By weighing these pros and cons, you can make an informed decision about whether selling on marketplaces is right for your business.

Social Commerce

Social commerce has exploded in recent years. Platforms like Facebook, Instagram, TikTok, and Pinterest make it easy for businesses to sell directly to customers. Let’s break down the pros and cons.


1. Direct Contact with CustomersSocial media allows you to interact directly with potential customers. You can answer questions, respond to comments, and engage in real-time conversations. This direct contact helps build trust and loyalty.

2. Social ProofSocial proof is easier to achieve on social media. When customers like, share, or comment on your posts, it boosts your credibility. Positive interactions and reviews can influence potential buyers.

3. Brand BuildingYour social media profile is a powerful tool for building your brand. Consistent posting, engaging content, and a strong visual identity can help establish your brand and attract followers.


1. Time-ConsumingCreating visual content and engaging with followers takes time. You need to post regularly, respond to comments, and stay active on your accounts to keep your audience engaged.

2. Need for Paid AdsOrganic reach is becoming harder to achieve. To get more sales, you often need to invest in paid social ads. This can add up quickly, especially if you’re targeting a broad audience.

3. Risk of Negative FeedbackSocial media is a double-edged sword. While positive interactions can boost your brand, negative feedback can harm it. One bad review or comment can spread quickly and damage your reputation.

Examples of Social Commerce Success

Facebook is a top channel for fashion retailers. It allows you to create visually appealing ads and reach users based on their interests. For instance, you can showcase your latest collections and special offers to a targeted audience.

Instagram is perfect for visual storytelling. Brands like Nespresso use Instagram videos to market products like the Pixie coffee machine, making it easy for customers to understand the product.

TikTok has a large and engaged user base, especially among younger demographics. Fashion brands have doubled their use of TikTok, leveraging its popularity to promote trendy products.

Pinterest is built on visual discovery. It’s ideal for showcasing products with appealing images and integrated shopping features. Businesses can tag their products directly in pins, making it easy for users to shop.

social commerce - types of e commerce channels

By understanding the pros and cons of social commerce, you can decide if this channel is right for your business.

Next, we'll dive into comparison shopping sites and how they can help you reach a larger audience.

Comparison Shopping Sites

Comparison shopping sites (CSEs) like Google Shopping,, and PriceGrabber gather information about products from various websites and compare them. These platforms are perfect for customers who love to shop around for the best deals.


1. Reach Larger Audience:
CSEs can bring in more sales by reaching a bigger audience. When your products are listed on these sites, they get exposed to a wide range of potential customers who are actively looking to buy.

2. Competitive Edge:
You can compete easily with your competitors by showing off your competitive edge. Customers can compare different products, look at product ratings, or read reviews—all in one place. This makes it easier for your product to stand out if it offers better value or features.

3. New Customer Engagement:
CSEs can help you engage new customers who might not have found your website otherwise. By appearing on these platforms, you can attract buyers who are looking for specific products or deals.


1. Pay-Per-Click Fees:
These sites charge a set fee for every click-through or a percentage of the completed transaction. This can add up quickly, especially if you don’t convert those clicks into sales.

2. Low Brand Loyalty:
This won’t necessarily create brand loyalty. Customers using CSEs are often looking for the best deal, not a specific brand. They may not come back to your brand for repeat purchases.

3. Cart Abandonment:
Cart abandonment can be an issue if customers find a better offer or are surprised by unexpected costs like delivery fees. This can lead to a high volume of clicks but a low number of completed purchases.

By weighing these pros and cons, you can determine if comparison shopping sites are a good fit for your business.

Next, we'll explore daily deals sites and their potential benefits and drawbacks.

Daily Deals Sites

Daily deals sites, such as Rakuten, Amazon Deal of the Day, and Groupon, offer limited-time discounts to attract bargain hunters. These platforms can help businesses move inventory quickly and gain exposure. However, there are some trade-offs to consider.


1. Increase Reach:
Daily deals sites can significantly expand your audience. For instance, Rakuten and Groupon have millions of users who actively seek deals, allowing your products to reach new customers who might not find you otherwise.

2. Promote Sales:
Offering discounts can entice customers to make a purchase they might otherwise skip. This is especially useful for moving slow-selling items. For example, the Amazon Deal of the Day feature can create a sense of urgency, driving immediate sales.

3. Build Customer Loyalty:
Providing great deals can help you build a loyal customer base. When customers feel they’ve gotten a good deal, they are more likely to return for future purchases. This can be particularly effective if you follow up with excellent customer service.


1. Lower Profit Margins:
Offering significant discounts means you’ll make less profit per sale. This might not be sustainable for all businesses, especially those with thin margins. For example, Groupon often requires deep discounts, which can impact your bottom line.

2. No Guaranteed Sales:
Even with discounts, there’s no guarantee that your products will sell. Customers on these platforms are looking for the best deals and may skip your offer if they find something better elsewhere. This can result in wasted effort and resources.

3. Potential Brand Devaluation:
Constantly offering discounts can devalue your brand. Customers might start to perceive your products as cheap or of lower quality, which can harm your long-term brand image. For example, if customers only buy your products on sale, they may hesitate to purchase at full price later.

In the next section, we’ll discuss how to determine the right sales channel for your business, taking into account factors like product type, market evaluation, and financial considerations.

How to Determine the Right Sales Channel for Your Business

Product Type

The type of product you sell plays a big role in choosing the right sales channel. For example, handmade crafts might perform better on Etsy than Amazon because Etsy's audience is specifically looking for unique, handmade items. On the other hand, if you sell electronic gadgets, Amazon or eBay might be more suitable due to their large, tech-savvy customer base.

Tip: Match your product type to the sales channel where your target customers are shopping.

Market Evaluation

Understanding your target market is crucial. Are you selling to consumers or businesses? Do your customers prefer online shopping or visiting a physical store? For instance, if your audience is active on social media, platforms like Facebook or Instagram might be ideal for your business.

Questions to Ask:- Are you targeting individual consumers or other businesses?- Do your customers prefer shopping online or in physical stores?- Would working with retailers benefit your product sales?

Competitor Analysis

Analyzing where your competitors are selling can provide valuable insights. If your competitors are successful on certain platforms, it’s likely that your potential customers are there too. However, also look for gaps in their strategy. For example, if your competitors are on Etsy and their own website, you might also consider Amazon Handmade to capture a different segment of the market.

Action Step: Study your competitors' multichannel strategies to find opportunities and gaps.

Financial Considerations

Every sales channel comes with its own costs. Marketplaces like Amazon and eBay charge commission fees, while setting up your own ecommerce site may involve hosting and maintenance costs. Weigh these costs against the potential sales to ensure profitability.

Key Factors:- Selling fees- Storage fees- Fulfillment fees

Tip: Calculate profitability for each sales channel to determine if it's worth the investment.

Realistic Efforts

Being on multiple channels sounds appealing but can be overwhelming. Each platform requires tailored marketing, high-quality digital assets, and accurate product information. If you can't manage all this effectively, it might be better to focus on fewer channels initially.

Considerations:- Can you maintain high-quality listings on multiple platforms?- Do you have the resources to manage customer service across different channels?

Growth Potential

Start small but plan for growth. As your business grows, so should your sales channels. Customers shop on various platforms, and being present where they are can significantly boost your sales.

Advice: Begin with one or two channels and expand as you gain more resources and experience.

By evaluating these factors, you can make an informed decision about which sales channels will best serve your business. In the next section, we’ll answer some frequently asked questions about the types of ecommerce channels.

Frequently Asked Questions about Types of Ecommerce Channels

What are the main types of ecommerce channels?

The main types of ecommerce channels are:

  • Ecommerce Platforms: These include platforms like Shopify, BigCommerce, and WooCommerce. They allow you to sell directly from your own website.
  • Marketplaces: Sites like Amazon, eBay, and Etsy connect multiple sellers with buyers.
  • Social Commerce: Platforms like Facebook, Instagram, and TikTok where you can sell directly through social media.
  • Comparison Shopping Sites: Websites like Google Shopping and PriceGrabber where customers can compare products from different sellers.
  • Daily Deals Sites: Platforms like Rakuten, Amazon Deal of the Day, and Groupon that offer limited-time discounts.

How do I choose the right ecommerce channel for my business?

To choose the right ecommerce channel, consider the following factors:

  • Product Type: Some products sell better on certain platforms. For example, handmade crafts may perform well on Etsy.
  • Target Market: Understand where your audience shops. Young people may prefer social commerce, while professionals might use marketplaces.
  • Competitors: Analyze where your competitors are selling. This can provide insights into where your products might succeed.
  • Financial Sense: Evaluate the costs involved, such as listing fees and commissions. Marketplaces often have higher fees compared to running your own ecommerce site.
  • Effort Required: Consider the time and resources needed to manage each channel. Social commerce, for example, can be time-consuming due to the need for regular engagement and content updates.

What are the benefits of using multiple ecommerce channels?

Using multiple ecommerce channels offers several benefits:

  • Wider Audience: You can reach more potential customers by being present on multiple platforms.
  • More Buying Options: Customers can choose their preferred shopping method, whether it's through your website, a marketplace, or social media.
  • Low-Cost Expansion: Expanding to new channels can be more cost-effective than opening new physical stores.
  • SEO Improvements: Having multiple online presences can boost your search engine rankings, driving more organic traffic to your sites.

By leveraging these channels, you can maximize your online sales potential and take your business to new heights.


Choosing the right ecommerce channels is crucial for your business's success. Each channel has its unique strengths and weaknesses, and understanding these can help you make informed decisions. Whether you opt for ecommerce platforms like Shopify, marketplaces such as Amazon, or social commerce on Facebook, the key is to align your choice with your business model, target market, and long-term goals.

First Pier specializes in helping businesses navigate these complex decisions. Our expertise in Shopify development and optimization ensures that your online store is not only functional but also scalable and secure.

We understand that managing multiple channels can be overwhelming. That’s why we offer tailored solutions to streamline your processes, from setting up your Shopify store to integrating it with other platforms. Our goal is to empower you to focus on what you do best—running your business—while we handle the technical aspects.

The right mix of channels can drive more traffic, improve customer engagement, and ultimately increase your sales. So, take the time to evaluate your options and choose the channels that best fit your business needs.

With the right strategy and the right partner, you can turn your ecommerce dreams into reality. Let's make it happen together.

For more insights and expert guidance, explore our e-commerce services.

If you have any more questions or need further assistance, don't hesitate to reach out to us. We're here to help you succeed in the changing world of ecommerce.

There's more where that came from

Enjoyed the read? There’s a heap more where that came from! Hit the ‘Subscribe’ button below, it’s a two-second affair, but the bounty of e-commerce wisdom we share is endless. You’d be silly not to!