Practically every creator reaches this point. Should I get an e-shop or not? The question mainly arises from the fact that there is not enough support for small creators and sellers in our country. Craftsmanship is declining and being replaced by mass production from Asia.
Just imagine.
It's practically impossible to offer your products to a local store in the city that only sells branded clothing. They won't list you among the suppliers at Tesco either.
But for a small creator, there's a problem to solve. How and where to sell my products, where to display them, and where can customers buy them? Use a cash register, pay?
And that brings us to the topic of today's article.
Where to sell your products? E-shop? Marketplace? How to navigate it?
I'll help you find your way around. My name is Helena Dobrozenská, and I own my small business.
I have personally tried selling on several platforms, marketplaces, and markets. And I think my experience can help you too. Let's get to it!
1. Online Marketplaces (Fler, Marketplace, Etsy, Sashe..)
Online marketplaces are one of the easiest ways to start selling handmade products. They offer access to a wide customer base and minimize the technical demands on sellers. So it's a shared platform that has already handled all the technical setup, has integrated shipping, and all you need to do is upload your product.
From a technical perspective, it's very easy, and you immediately have a place where customers can buy your products, pay, leave you their address, and you simply ship the order.
It looks like a great start, and it is. Technicalities can really trouble and deter many. Plus, zero starting costs are always a bonus.
But marketplaces also have their disadvantages. For example, the number of fees, charges, and other hidden costs that are not visible at first glance. You really need to calculate carefully so that you get something back and don't end up broke.
The most common mistake is also to assume that the marketplace will ensure a flow of customers. In practice, this is not the case. These platforms are used by tens and hundreds of thousands of creators, so for the website to put you on the first page - you have to pay. Often significant percentages. Emphasis is placed on good photos, high customer ratings, and of course, those who can bring traffic themselves sell.
Advantages:
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Easy setup with no or low fees
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Customers can purchase and pay
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Marketing and promotion often provided by the marketplace platform (for a fee)
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Integrated payment and logistics systems (you don't have to worry about anything)
Disadvantages:
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Competition among sellers can be high, and it's just a step away from seeing other people's products
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Selling fees and transaction commissions are often high
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Limited control over brand and product presentation
- You still have to generate most of the traffic yourself
- The majority of customers looking for products do not go to marketplaces but buy directly from sellers.
Popular marketplaces for handmade products:
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Etsy – An international platform for handmade and vintage products, primarily targeting English-speaking audiences.
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Fler – A Czech alternative to Etsy, popular among local customers
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Sashe – A Slovak marketplace for creatives
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Amazon Handmade – A specialized section of Amazon dedicated to handcrafted products
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eBay – An option for selling not only handmade items but also materials and accessories
Online marketplaces are a great choice for beginners who want to quickly gain their first customers and test their products on the market.
2. Own E-shop
An e-shop as your own space where you can sell your products is a great idea, but obviously, you need to go through the technical setup and also comply with the laws, regulations, and rules of our country, which you practically don't deal with on marketplaces.
Fortunately, platforms like Shoptet or Shopify already exist, where you can easily click together your own e-shop, and there are plenty of guides on how to do it. But you still have to do it. No one will do it for you.
The advantage, however, if you manage it, is that you have your own space, without external competition, you don't pay fees and commissions, only the e-shop's operating costs.
Among the disadvantages, we can still count the fact that you need to be able to attract traffic to your website that will buy.
Advantages:
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Full control over the appearance and presentation of products
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No commissions to third parties (apart from hosting and payment gateway fees)
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Opportunity to build a customer database
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Opportunity to implement your own marketing strategies (emailing, social media, advertising)
Disadvantages:
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Higher initial investment (hosting, domain, web design, marketing)
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Technical complexity (if you don't use template platforms)
Popular platforms for your own e-shop:
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Shopify – Easy setup, wide customization options, suitable for beginners
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Shoptet – Czech e-shop platform with strong customer support
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WooCommerce (WordPress) – Flexible solution for advanced users
An own e-shop is a great choice for those who want to build their brand long-term and have ambitions to expand their business.
3. Shared Stores
Shared stores or brick-and-mortar shops with consignment sales are an interesting option for selling handmade products without the need to open your own physical store. There are several such stores in our country. They work by allowing you to secure a spot in the store for a small fee. They often let you decorate your shelf. However, you must monitor stock and replenish it. Arrange products, choosing those that sell well and are in demand.
And this is not always easy if you do not have experience with retail sales. And your products do not always sell in such stores.
Advantages:
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Physical presence of products in the store
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Opportunity to reach local customers
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No need to invest in your own brick-and-mortar store
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Opportunity to leverage the prestige and customer base of an established store
Disadvantages:
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Rental fees or sales commissions
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Less control over product presentation and placement
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Limited direct customer interaction
Examples of shared stores:
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Creative hubs and design shops – e.g., KARE Design, Moje Kredenc, stores with local handmade products
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Place store – My favorite network of small shops focused on crafts or specifically on the "Mimi" section (specially marked). These Place stores also have their own e-shops.
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Consignment sales in established stores – Boutiques, gift shops, or cafes offering local products
If you like selling in person but don't have the capacity for your own shop, shared stores can be an interesting solution.
What to choose?
Each option has its strengths, and the ideal strategy often involves a combination of several. Beginning creators can use online marketplaces to gain their first customers, then create their own e-shop for greater control, and possibly also engage in physical sales within shared stores.
The key to success is testing, evaluating results, and gradually optimizing your sales strategy. There is no single universal solution, but with the wide range of options, every creator can find the best path to success.
The basic course where you will learn more about how a small business operates and how to sell is Božena - how to sell sewn (but also other handmade) products.
In the course Sold, you will then learn how to build and launch your own e-shop and how to attract customers to it.
And which path did you choose? Share your experiences in the comments or on social media!
Thanks for reading,
Sincerely, Helena Dobrozenská
