What the search is really about
Some people want to list products on a marketplace and tap into existing buyer traffic. Others want their own store with a cart, product pages and payments. A third group is simply comparing the two. Before you pay a contractor or open a seller account, decide which group you belong to.
The first case is handled inside the seller dashboard, and no website is needed. The second and third are development and marketing tasks.
- A seller with products: you need listings, photos, logistics and review management on the platform itself.
- A business owner who wants an own sales channel: you need a website, payment acceptance and analytics.
- Someone who wants both: the marketplace brings buyers in, and the website helps keep them.
Marketplace: fast entry, someone else’s rules
A marketplace gives you ready-made traffic, a familiar cart and buyer trust. For a new product it is a convenient way to test demand without building anything. But commissions, listing requirements and search ranking are set by the platform, and they can change. Check current terms in the seller dashboard rather than in second-hand summaries.
The main drawback is that the buyer remains the platform’s customer. You do not get their contact, you cannot message them on Telegram about a new batch, and you do not build your own database. Competitors sit right next to you in the results, and the fight often comes down to price.
When you need your own online store
A site pays off when you have repeat purchases, a wide range, wholesale clients, delivery to the regions, or a brand people search for by name. In Uzbekistan a buyer often arrives from Instagram or a Telegram channel and needs a place to pick a product, pay through Click or Payme and arrange delivery.
In the first months a website will not match a marketplace for traffic volume. Its strength is elsewhere: you control pricing, promotions, copy, contacts and data. Meta and Google ads also lead there, so you can see which ads actually bring orders.
What drives the cost of a website
Naming a price without a brief would be dishonest, so here is what goes into it. These items separate a modest launch from a complex system.
- Type of solution: a builder template, a customised CMS, or custom development.
- Catalogue: number of products, filters, size and colour variants, import from Excel or an accounting system.
- Payment and delivery: Click and Payme integration, cash on delivery, delivery calculation by city.
- Integrations: warehouse, CRM, order alerts in Telegram, feeds to Uzum or OLX.
- Design and mobile version: most shoppers browse on their phones.
- SEO foundation: structure, page speed, URLs, product pages.
- Post-launch support: updates, backups, further improvements.
Connecting marketplace, website and social media
For many businesses the sensible setup is not either-or. The marketplace captures people who search for products inside the app. The website receives visitors from ads, Instagram and search. A Telegram channel or bot brings buyers back for repeat orders.
For this to work, set up analytics before launch: goals on the site, ad tags, order tracking by source. Without it you cannot tell whether the site pays back or the budget is simply being spent. Agree on metrics in advance, such as cost per order, cart conversion and share of repeat purchases.
Where to start
Do not begin with the biggest version of the store. Test demand on a few products, collect first data, and only then add features.
- Decide what you sell and to whom: your own city or the whole country.
- Test demand with one or two products on a marketplace.
- Install basic analytics and start collecting customer contacts.
- Launch the site with a minimal feature set and add the rest based on data.
- When choosing a contractor, ask for reporting in numbers and a trial stage with clear terms before any long contract.
How markdev can help
The markdev team builds websites and online stores on a turnkey basis, from structure and design to payments, analytics and advertising. If you would like to discuss your project, send us a request. We will review your situation and tell you honestly whether you need your own site now or a marketplace is enough for the moment.
FAQ
Is it better to sell on Wildberries or open my own online store?
It depends on your goal. A marketplace brings first sales faster, but the buyer stays with the platform. Your own site gives you control over pricing and customer data, but you must bring traffic through ads and SEO. Many businesses use both.
Do I need a website if I already sell on a marketplace?
Not necessarily. It becomes useful when you get repeat buyers, wholesale clients, run Instagram ads, or want to build your own brand and contact base.
Can a website accept payments through Click and Payme?
Yes, this is a standard part of an online store in Uzbekistan. It requires an agreement with the payment provider and setup on the website side.
Why can’t you name the exact price of a website upfront?
Cost depends on the catalogue, integrations, design and support. A reliable estimate is only possible once the task and feature list are clear.
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