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Pazaryerine mi Girmeli, Shopify’dan mı Satmalı? — Transcript

by Gürkanzone · 4,382 words · 646 segments · language en · Watch on YouTube

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0:00Today we will look at the differences
0:01between selling on marketplaces and
0:03selling on your own website. This isn't
0:04a video about one being better or worse
0:06than the other. We will compare them
0:07objectively. Because I have
0:09acquaintances who do high-volume sales
0:10on marketplaces. And I also sell on my
0:12own website. I also sold on Amazon back
0:14in the day. So, it's not a process
0:16where we have to choose one over the
0:17other. For some, selling on a
0:19marketplace is truly suitable. For
0:21others, starting with their own site is
0:22more appropriate. I will get to who
0:24should choose which in a moment, but
0:26you need to decide that yourself. Based
0:27on what I explain or what you read or
0:29watch elsewhere. Because there is no
0:31such thing as one being definitely
0:32better or worse than the other. Because
0:34if that were the case, everyone would
0:35choose the same one. You have to make
0:37this choice. Before we dive deep, let's
0:39define them simply. What do we mean by
0:41selling on a marketplace? What do we
0:43mean by selling on our own site? Then I
0:44will go into the details. Now, when we
0:46talk about marketplaces like Etsy,
0:48Amazon, or Trendyol, we mean selling on
0:50platforms where the customer flow and
0:52traffic are ready. It's like an
0:54infinite shopping mall, and when you go
0:56to this infinite mall, the owner says
0:58to you, "Hey, I have a few rules.""As
1:00long as you follow these rules, I will
1:02bring you traffic, I will bring you
1:03sales, and there is no store opening
1:05fee," he says. So, what are these rules
1:07? For marketplaces, they say, "First,
1:08you will appear side by side with
1:09people selling the same product as you
1:11in their stores.""Therefore, I want to
1:13offer comparisons to my customers,"
1:14they say. Because the customer is their
1:15customer, ultimately, not yours. "
1:17That's why I offer options," they say.
1:18You will be side by side. One. Second,
1:20you will follow my policies. You will
1:22follow my return policies. You will
1:24follow my stock policies. You will
1:25follow my security and certificate
1:27policies, they say. Because I am a
1:29platform with certain standards. "I am
1:30a mall," they say. This place has rules
1:32. Third, they say, "The customer is my
1:34customer.""Yes, I will leave most of
1:35the profit to you, I will take a
1:36commission," they say from the sales. "
1:38But the customer's information is with
1:39me, their email is with me," they say.
1:41"For the second or third sales, that
1:42customer is still mine," they say. They
1:43are not yours. "You must come knowing
1:45this," they say. And you conduct your
1:47business by accepting these rules. In
1:49fact, marketplaces are a perfect fit
1:50for people who do business according to
1:52these rules to a certain extent. What
1:54is selling on our own site? It is
1:56Shopify, Iyzico, T-Soft, or a site you
1:58had a developer build. Selling on your
2:01own site is like having a store in the
2:03desert with no traffic, where the
2:04storefront and the traffic are entirely
2:06yours. Well, you don't have traffic or
2:08customers here at the beginning either.
2:10In other words, you don't have a
2:11situation where you open it randomly
2:12and get an order the second day. But in
2:14return, when you get a customer, they
2:15are your customer, the traffic is yours
2:17, the rules are yours, and you don't
2:18pay a commission to anyone. I mean,
2:20other than bank deductions, which would
2:21happen even if you bought from a
2:23regular grocery store, you don't pay a
2:24commission anywhere. So, you have all
2:26the freedom, but there is no traffic.
2:28In the other, you give up some freedoms
2:30, but you get traffic in return. These
2:32are the main differences, and you can
2:34tell as I say them. So, for a beginner,
2:36a marketplace actually has many easier
2:39aspects. If you're thinking like a
2:41merchant, it's easier to start there
2:42than with your own site. So let's take
2:44a detailed look at the advantages and
2:46disadvantages. Let's start with the
2:48marketplace. On the plus side, a
2:50massive amount of traffic flows through
2:52the marketplace. If you have real
2:55production power—meaning you’re
2:57very cost-effective—or if you already
3:00have brand recognition in your city,
3:02country, or target market, or if you
3:04are a distributor for a well-known
3:06brand, then the marketplace makes a lot
3:08of sense. Because either you will be
3:12the most cost-advantageous and
3:14customers will choose you, or you’ve
3:15already leveraged brand recognition
3:17through a distributorship or by
3:19entering with your own established
3:20brand. In such a case, that flowing
3:22traffic will find you. If you have
3:24those two things, the marketplace's
3:26advantage is huge. Because the
3:28traffic's sales will be flowing to you.
3:29You will be in the most advantageous
3:31position. Besides this advantage, what
3:33is the disadvantage of the marketplace?
3:35First, there is what we call commission
3:36. This commission exists in the
3:38marketplace. Isn't it in the store?
3:39It’s not in the store, but you will
3:41have advertising costs there. So, at
3:42the start, the commission doesn't seem
3:44like a big disadvantage, but it’s
3:45always there. Let's say a customer was
3:47brought to you. They were very
3:48satisfied. With your product. They got
3:50to know you, loved you, and now they're
3:52buying for the second time. This time,
3:54they aren't coming for the marketplace;
3:55they are coming specifically for you.
3:57Maybe they are even searching only for
3:58you. They are coming just to buy
3:59something from you. Even though the
4:01traffic should now be yours, the
4:02marketplace still takes its commission.
4:04Why? Because the customer is their
4:06customer, and since the customer is
4:07theirs, you can't do anything with the
4:09data. You got their email. Maybe you
4:10want to do an email campaign. Maybe you
4:12want to reach out to them. Maybe you
4:14have a gift for them. Maybe you
4:15released a new product that appeals to
4:16the same person. You have no say in any
4:18of this anymore. So, when it comes to
4:21growing your brand, like ideas for R&D
4:23or developing new products, you have no
4:25dialogue with that customer. You are
4:28dependent on the traffic the mall owner
4:30brings or their sovereignty. Therefore,
4:32this lowers your initiative and
4:34productivity. Because you don't focus
4:36on the customer's long-term
4:37satisfaction. There is no difference
4:38between one person buying four products
4:40from you and four different people
4:41buying one each. Because the
4:42marketplace gets the same commission
4:44from both, and it’s always Trendyol
4:45or Amazon bringing the traffic. The
4:47second is the war of competition.
4:48Because it forces you to be
4:50side-by-side with other people selling
4:51the same product. That’s how it is in
4:53all marketplaces. So, look at it from
4:55the customer's perspective. Yes, they
4:56enter to make a purchase. Yes, the
4:58probability of them buying is high, but
4:59if you are selling at 50 and the person
5:00next to you is selling at 40, they buy
5:02at 40. Because it's the same product
5:03and solves the same problem. They are
5:05being produced in the same places.
5:06Especially if you are not the
5:07manufacturer, and not in a very
5:08advantageous position regarding costs,
5:09there is a constant traffic. Yes,
5:10hundreds of people see your store, but
5:12the same thing is right next to it.
5:14Therefore, the vast majority of sales
5:15flow there. So, since everything now
5:17revolves around cost and ratings,
5:19everyone is competing on the same thing
5:21. I mean, hundreds of thousands of
5:22sellers know that either my cost must
5:23be low or my rating must be high. All
5:25optimization is based on this. So,
5:27everyone is giving their products away
5:28for free. Everyone is joining the
5:30rating wars. Everyone is getting into
5:32cost calculations. Therefore, it
5:33becomes a race to the bottom with no
5:35profit. You can already see it in the
5:36videos. The Trendyol sellers, the
5:38Amazon sellers. There is a segment that
5:39is bleeding. Why? In this downward race
5:41, especially those who are not
5:42manufacturers, especially those who are
5:44not brand owners, which brings us to
5:45the other side. I mean, I don't know
5:46any brand owners who have only emerged
5:48from a marketplace and become a brand.
5:50For example, I am sure you placed many
5:52orders on Trendyol this month. Make a
5:53list. It is not like seeing an
5:55Instagram post. How many of the people
5:56you paid money to do you remember? You
5:58say, "I bought it from Trendyol," right
5:59? You say, "I bought it from Amazon."
6:01No one says, "Oh, we bought it from
6:02this store." Because it doesn't stick
6:03in our minds. The store name is tiny
6:05anyway. Whether you buy from Trendyol
6:07or Amazon, it's tiny, I mean. Therefore
6:09, we cannot create a brand perception.
6:11Normally, you would open your store on
6:12the street. Yes, the traffic might be
6:14low, but you would say, "Let me hang on
6:15for 3 years, then people will get used
6:17to coming here." I will grow, people
6:18will recognize me, tell their neighbors
6:20, etc. There is no such thing in a
6:21marketplace. Because you are still
6:22dependent on the algorithm there. On
6:24the other hand, for those who already
6:25have production or their own brand, it
6:27is not much of a problem. You already
6:28have to be in the marketplace. You have
6:30cost power, etc., or you have to make
6:32that product work. But for those who
6:33want to build a brand from scratch, or
6:35say "I will produce something new."
6:36Those who have a workshop but ask "what
6:37should I produce," product testing is
6:38very difficult in marketplaces. Because
6:40there are still marketplace rules. For
6:41example, you will sell on Amazon US. It
6:43says, "You will send the product to my
6:45warehouse." Then I will open the sale.
6:46And your stock must be constant. Now
6:48here, while testing, yes, you prepared
6:50very well, which you have to do. You
6:51will research the market and all, but
6:53this time you really need to send a
6:54high volume of products. If you send a
6:56few products and it really catches on,
6:58you will be out of stock. It will push
6:59you down the listings again. If you
7:01send too many products and it doesn't
7:02catch on, then. This time your capital
7:04will go to waste. So, whether it goes
7:06well or poorly, you have to enter with
7:08a high volume of products. And this is
7:10a big risk. Second, let's say you are
7:12sending to Amazon US again. You had it
7:14made in China. Your products will be in
7:15stock 2 months later. I mean, think
7:17about testing a product. You have an
7:18idea. You researched the market, this
7:20happened, that happened. Even if you
7:21order 50 units today, you will see the
7:23result 2 months later. And I'm not
7:24talking about the part where money is
7:26made slowly or anything like that. Look
7:27, even if it results in failure, two
7:29months is a very long time. Ultimately,
7:31you won't score a goal every time you
7:32take a shot when selling on your own
7:34site, but there is a huge difference in
7:35terms of your self-improvement cycle
7:37between seeing results in 3 or 4 days
7:38versus seeing them after 2 months. And
7:40at this stage, let's say you are able
7:41to sell products very well. Meaning,
7:43you had 1,000 units made, you sent them
7:45, or maybe 500, and okay, they caught
7:46on really well. It’s going pretty
7:48well, too. When you say "let me grow,"
7:49this time you are dependent on the
7:51traffic of that category. I mean, if
7:52100,000 people are coming, your sales
7:54volume for that month is fixed. The
7:55next month is more or less set as well.
7:57Your daily sales average is clear. When
7:58you say "I want to grow," you say, "Let
8:00me run traffic, run ads, or do an
8:02influencer campaign." They take a
8:03commission on that, too. So, this time,
8:05the marketplaces take a commission even
8:06on sales they didn't generate
8:08themselves. So you don't even have this
8:09kind of desire anymore. Like, "Let me
8:11grow, let me branch out into different
8:12areas, let me do something." No, you
8:14are dependent within the category. You
8:15are once again optimizing your price.
8:17You are once again optimizing your star
8:18rating. You run in-platform ads, but
8:20they are still only shown to people
8:21already on the platform. Meaning, other
8:22than the people who actually have the
8:24desire to buy at that moment—which is
8:25always 3%of every market. I mean, among
8:27those who will buy a pen, those who say
8:29"I want to buy a pen right now" are
8:31always 3%. But while there might be
8:33hundreds of different marketing moves
8:34you could make to sell that pen, the
8:36issue just shifts to optimizing within
8:38that 3%. Why? Because even if you do it
8:40, more of your profit will go away.
8:42Because Amazon takes a commission. So
8:43it again pushes you away from working
8:45on entrepreneurship or developing
8:47marketing activities. The marketplace.
8:49You cannot expand into areas that would
8:50increase your volume. While selling in
8:52a marketplace. These are the
8:53disadvantages, and if you notice, these
8:55disadvantages are not really about not
8:56being able to make money. I want to
8:58conduct more effective tests. I want to
9:00improve myself. I want to grow my
9:02entrepreneurship, my brand awareness,
9:04and I want to really play a game
9:05regarding my customers. I want to
9:07progress together with the customer.
9:08These are disadvantages in the points
9:10you mentioned. But when you say, "I
9:11will only focus on production.""Cost
9:13optimization is fine by me.""I will
9:15grow my workshop.""I will have more
9:16products manufactured.""I want to play
9:18for leadership in that category within
9:19the marketplace," if you say that,
9:20these are actually huge advantages.
9:22Because what the marketplace actually
9:23does is, "Don't bother with marketing,
9:25my friend." It says, "I am already
9:26expanding my volume.""I am trying to
9:28expand the incoming traffic." If you
9:29say, "I will grow within this space,"
9:31it is very suitable for these people.
9:32Because in a little while, we will move
9:33on to the advantages and disadvantages
9:35of selling on your own site. But if you
9:36say, "I will develop as an entrepreneur
9:38, I will grow.""I want to expand." If
9:39you say, "I want to create a real
9:41desire for this product in different
9:42people," then marketplaces might not be
9:44the right address. Is there no downside
9:45to selling on your own site? Of course
9:47there is. I mean, the disadvantages are
9:49not few. When you want to sell on your
9:50own site, look, it doesn't matter.
9:51Whether it's Shopify, ICAS, or TGMX, it
9:53makes no difference. You have to know
9:54your business. Because you are opening
9:56a store in the middle of a desert.
9:57There is no traffic. Look, you opened
9:59the store and you are waiting. Maybe
10:00you sent it to friends and family, and
10:01a tiny bit of traffic came. Maybe they
10:03gave an order to Hayron. That's about
10:04it. Therefore, you really need to learn
10:06how to drive traffic. Whether it's paid
10:08or organic, you will really have to buy
10:10the traffic. With Meta ads or this or
10:12that, which will initially cost more
10:13than the commission you would pay a
10:15marketplace. If you are paying a 15%
10:16commission to a marketplace, you will
10:18spend 25%of your order value on ads.
10:20Especially since you will pay for the
10:21ads before you even get an order. You
10:23pay upfront. So, you have to develop
10:25yourself here. You need to learn. You
10:27will both learn and develop yourself by
10:29applying it. Therefore, the need for
10:31knowledge and execution when selling on
10:33your own site is much higher than on a
10:35marketplace. Second, you need to be
10:37fast. The world is changing very fast
10:39today. Now, you sent the order to
10:41shipping on marketplaces, it's been 2
10:43months. There are already certain
10:44orders in certain categories. They are
10:46stable; this looks like a minus for
10:47those who want to grow, but the guys
10:48are going to buy scissors. They are
10:50buying with the same listing names
10:51today. They will buy the same way 6
10:53months later. Pencils are the same,
10:54tape is the same. So, that slowness
10:56actually brings stability too. But when
10:58selling on your own site, you need to
11:00follow the trends in marketing. You
11:02really need to support and push it in
11:04terms of content. This requires speed,
11:06it requires productivity. Yes. Maybe
11:08you don't need to be very creative. I
11:09am the worst guy you can ever see when
11:11it comes to generating ideas creatively
11:13. But even so, if your productivity is
11:14bad in this regard, how do I do it to
11:16produce correctly and quickly, how do I
11:18research the internet? Speed is very
11:19important when selling on your own site
11:21. Therefore, the biggest disadvantage
11:22of selling on your own site is that you
11:24have to learn how to do business.
11:25That's the real point. Learning how to
11:27do business. That's why 55%of Amazon is
11:28Chinese; that's the place for the guy
11:30who doesn't focus on marketing but just
11:32produces. But I will be on the
11:33marketing side. I will build my own
11:34venture, and I don't have a factory or
11:36access to a workshop. If you say I
11:37don't produce, it comes down to doing
11:39business. It comes down to marketing.
11:41And that is on your own site. And this
11:42is not an easy thing. It's a hard thing
11:44. So what is the advantage of this?
11:45Because isn't it a big disadvantage to
11:47have to learn how to do business? It's
11:49not easy, but the plus side is that yes
11:50, at first you pay more commission to
11:52ads. Especially if you are selling a
11:541,000 Lira product, your commission on
11:56Amazon is 150 Lira, but your ads are
11:57250 Lira. Dude, what you get in return
11:59for this is the customer's data. If you
12:01are really selling a good product and
12:03you make them happy when it arrives
12:04home, that customer is your customer.
12:06When you make a sale again, there is no
12:08commission for that person. There is no
12:10commission for ads or anything. No
12:12commissions to marketplaces or whatever
12:14. Your bank fee is 2-3%. By the time
12:16you reach the 3rd or 4th order. you can
12:19now proceed without any cost shackles.
12:22Second, this allows you to build a
12:24brand. You can give the person the
12:25perception you want. You can do
12:27whatever packaging you want. You can
12:28include a discount coupon inside as you
12:30wish. So, while giving a site coupon
12:32can get you banned on Trendyol, it can
12:34build brand perception on your side.
12:35You can include gifts inside the
12:37package however you like. You can make
12:38them happy. You can write handwritten
12:40letters. Why? To build more brand
12:42perception and to sell to the same
12:44person a second, third, or fourth time.
12:46And here, you have your own rules;
12:48meaning your own return policy, your
12:50own exchange policies, your own
12:52shipping policies—when I will ship,
12:54how many days it will take, when I work
12:57, and when I don't. You don't have to
12:59deal with anyone coming and saying, "
13:01Look, I'm giving you an algorithm
13:02penalty because you didn't ship on
13:04Sunday, or it didn't go out on Tuesday,
13:06or you didn't handle the exchange this
13:08way"—within legal boundaries, of
13:10course. You can continue without any
13:12algorithm penalties. You can project
13:14the brand perception you want. You can
13:15be a tough brand, you can be a soft
13:17brand. You can be a brand that
13:19overwhelms the customer with gifts, and
13:21this is completely within your own
13:23realm of freedom; here, you can drive
13:25traffic however you want. I prefer Meta
13:27ads. Why do we want scale? For example,
13:29I’ll leave a brand's stats here for
13:30you. I mean, zero orders in April, on
13:32April 1st. What is today’s date in
13:34August? The 16th. Let me even share
13:36yesterday's sales. On August 15th, more
13:38than 220,000 in orders in a single day.
13:41Look, zero on April 1st, and around
13:43220,000 in sales on August 15th. I'll
13:46put the clear panel here. I mean, on a
13:47marketplace, there is no way to go from
13:49zero sales in a month to 4 or 5 million
13:51in monthly sales after 5 months. Why
13:52aren't you driving traffic? But here,
13:54we have the freedom to drive traffic.
13:55You can also drive it organically. You
13:57can say, "I will produce content about
13:58my brand.""I'll take it to my home.""
14:00I'll post content on social media."
14:01Again, no one takes a commission from
14:02you. Neither Instagram nor any ad
14:04platform takes a cut. You have the
14:05freedom. You can think of new things.
14:06Because the thought doesn't even cross
14:07people's minds anymore. "I’ll bring
14:08the traffic, I’ll work so hard.""
14:09I’ll put in the effort.""And then the
14:11marketplace will take a commission from
14:12me again.""Like, brother, why are you
14:13taking it?""I already brought the
14:14traffic," no one says that. People
14:16invest more in their brand, and this
14:17freedom—saying "I bring my own
14:19traffic, I bring it with the perception
14:21I want"—also gives you price freedom.
14:22Because there is no longer that
14:24perception where people compare
14:25side-by-side, "Look, it's 30 here, 25
14:27there." Of course, every product has a
14:28market perception, but you can be in
14:30the upper segment of that market.
14:31Because you caught the person in the
14:33initial desire segment while they were
14:34browsing social media. You drew the
14:36person to your site. You made the
14:37presentation however you wanted with
14:39the videos, content, and your site. You
14:41put in the GIFs you wanted. You added
14:43customer reviews. Within your own
14:44sphere of freedom, you projected the
14:46brand perception you wanted to the
14:48other party. And a video on how to
14:49truly build brand perception is coming
14:51next week or the week after. But once
14:53you provide that, you can sell for more
14:55than you normally could. Because you
14:57position your own value yourself. You
14:59can move forward without thinking, "Oh,
15:01it's 20 there, but 35 here." And at
15:03this point, you say, "I can drive my
15:04traffic, I can make my sales." Yes, if
15:06I start with ads, I pay a high
15:07commission, but when you reach the
15:09point of saying "I can sell them a
15:10second or third product later," the
15:11following mindset sets in. I'm branding
15:13, working with influencers, and I have
15:14a customer segment, so why don't I
15:16launch new products for them? Because I
15:18already know my audience's problems
15:19directly from my customers. I launch
15:20new products beyond market research,
15:22and they buy them. Therefore, as you
15:24increase product variety, your brand
15:25expands. So, you might have struggled
15:27for 3 months, but by the 5th month,
15:28your brand's position has strengthened.
15:29By 8 months, it’s even stronger. Why?
15:32You are more well-known. That
15:33exorbitant budget you had to allocate
15:35for ads has gradually decreased. It
15:36even decreased for new customers. Why?
15:38Because you kept investing in your
15:40brand. Marketplaces don't have this. I
15:42mean, you will still be doing that
15:43commission and optimization in the
15:44marketplace a year later. Even two
15:45years later, because the customer
15:46doesn't know your name. The customer
15:47isn't your customer. Therefore, the
15:49advantage on the first day is the same
15:50advantage in 12 months. It doesn't
15:52change, it doesn't scale up. But when
15:54you do it through your own site, the
15:56initial disadvantage—the freedom
15:57brought by not having traffic—becomes
15:59your ultimate, sole advantage after 12
16:01months. Because as you expand your
16:03brand, you can eliminate that
16:04disadvantage. So, to sum up, if you are
16:07truly starting from scratch, meaning
16:08you say "I'm building my own brand and
16:10my budget is $ 2,000–$ 3,000," I
16:12think selling on your own site makes
16:14more sense. But if you are a
16:15manufacturer, or if you can get
16:16products very cheaply as an aggregator,
16:18or if you can secure distribution
16:20rights, then a marketplace is a much
16:21more suitable space for you. That is
16:23why we continue to sell from our own
16:24site. Because we are not manufacturers.
16:26We have products manufactured or we buy
16:28them from China. Therefore, we cannot
16:29engage in cost optimization. The
16:31Chinese are better than us at that, but
16:32we are good at marketing optimization.
16:33We are good at driving our traffic. We
16:35are good at scaling. This allows us to
16:37take a brand that made 0 sales on April
16:391st and get it to the point where it
16:41can make 4 or 5 million in monthly
16:42sales by August or July. We can
16:44construct this scale. There is no such
16:46thing in a marketplace. You can make
16:47your own choice based on these analyses
16:49. You might be thinking: "Gürkan is
16:51talking about selling from his own site
16:53, centered on his own site.""So, you
16:55might think he is biased toward that."
16:57I am biased because I sell there.
16:58Because I choose that place every
17:00single day. My site is there. I mean,
17:02if it were better to sell in a
17:03marketplace, I would sell in the
17:05marketplace, too. Nothing is stopping
17:07me. Therefore, I explain it to you from
17:09this perspective because I choose to
17:10sell on my own site every day. Because
17:12I am not a manufacturer. Because I
17:14don't have a workshop. And therefore,
17:15for me, selling from my own site and
17:17focusing on marketing is more logical.
17:19So, it's not that I'm saying "come to
17:21my side" because I'm biased. I do this
17:23because it makes the most sense for me.
17:24When you make your own choice, don't
17:26just think "What is Gürkan saying?"
17:27but rather "What is suitable for me?"
17:29Do I have production power, or do I
17:30have the power to learn marketing? You
17:32will make your choice accordingly. I
17:33hope this has been a useful video. Take
17:35very good care of yourselves. As I said
17:36, in the coming weeks, we'll talk about
17:38branding, because people think branding
17:40is just saying we are premium and high
17:41quality and moving on. It is not. Is
17:43that for real, how can that be? A video
17:45about that will be coming up as well.
17:46Take very good care of yourselves.

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