Difference Between Platform and Independent Station Operation

What Are the Differences Between Operating on a Platform and an Independent Site?

In the field of e-commerce, platforms and independent sites represent two entirely different business models. Each has its unique advantages and disadvantages, catering to different types of merchants. Understanding the differences between these two is crucial for choosing the right e-commerce strategy.

First, let us clarify what platform operation entails. A platform generally refers to third-party-provided e-commerce services, such as Alibaba, Amazon, or JD.com. These platforms offer merchants a ready-made market environment, including logistics, payment systems, and customer traffic. For new entrants into the e-commerce sector, platforms are undoubtedly a shortcut to quickly launching their businesses. For instance, according to China's e-commerce report, in the first half of 2025, China's cross-border retail import reached a record high, with a significant portion attributed to the assistance of various e-commerce platforms. Merchants only need to register accounts and upload products to start selling quickly. However, platforms also have their limitations. Due to fierce competition, merchants often need to pay high commissions and advertising fees to gain sufficient exposure. Platforms impose many rules on merchants, such as product listing standards and pricing strategies, which may affect their autonomy.

In contrast, an independent site is entirely built and managed by the enterprise itself. It is not constrained by third-party platforms, allowing merchants to customize their brand image, product display methods, and marketing strategies freely. With technological advancements, building a fully functional independent site has become increasingly easier. Many startups choose to build their own brands from scratch and attract traffic through social media and search engine optimization SEO. The advantage of this model lies in greater control and potential profit margins. Because there are no intermediaries taking commissions, merchants can directly obtain more sales revenue. However, building an independent site also faces numerous challenges. For example, initial investment costs are relatively high, including developing the website, purchasing domain names, and configuring servers. Additionally, how to attract traffic becomes a major challenge. According to data released by a well-known digital marketing agency, over 60% of independent site enterprises struggle to achieve break-even within the first three months.

Beyond the aforementioned basic distinctions, platforms and independent sites also exhibit significant differences in user experience. Platforms tend to provide a uniform service experience, while independent sites can be customized based on specific corporate needs. For example, in the customer service process, platforms usually adopt standardized procedures to handle complaints or return requests; whereas independent sites can tailor personalized solutions for each customer. Furthermore, in terms of promotional activities, platforms might launch large-scale discounts applicable across the entire network, while independent sites can plan more targeted marketing campaigns around specific holidays or new product releases.

In summary, whether choosing to operate on a platform or an independent site, the key lies in finding the approach that best suits one's conditions and development goals. If a company is just starting out and wants to test market reactions at a lower cost, joining a mature e-commerce platform may be a wise decision; but if it already possesses certain resources and aspires to shape a unique corporate image, then building an independent site could be worth considering. Regardless of the path chosen, it is necessary to continuously monitor industry trends and technological advancements to timely adjust strategies and maintain competitiveness. In the coming years, with the application of emerging technologies such as artificial intelligence and big data analysis, both platforms and independent sites will undoubtedly broader development prospects.