Philippine sellers building successful businesses on Shopee and Lazada eventually face a decision: stay on marketplaces, or invest in their own website. This article works through the math and timing.
The short answer
Most sellers should add their own website when monthly marketplace revenue exceeds ₱200,000 — at that scale, commission savings plus brand control benefits justify the build. Keep marketplace presence active while transitioning; don’t abandon discovery channels.
The commission math
Marketplace fees:
- Shopee: 4–8% commission depending on product category and seller tier
- Lazada: similar structure
- Payment processing on top: 2–3%
Direct website fees:
- PayMongo or HitPay: ~3.5% per transaction
- No commission
Monthly revenue scenarios:
| Marketplace Revenue | Marketplace Fees (avg 9%) | Direct Site Fees (3.5%) | Monthly Savings if 50% Shifted |
|---|---|---|---|
| ₱100,000 | ₱9,000 | ₱1,750 | ₱3,625 |
| ₱300,000 | ₱27,000 | ₱5,250 | ₱10,875 |
| ₱500,000 | ₱45,000 | ₱8,750 | ₱18,125 |
| ₱1,000,000 | ₱90,000 | ₱17,500 | ₱36,250 |
The 50% shift assumes that’s how much revenue moves from marketplace to direct site. In practice, this varies — repeat customers shift more readily than new customers.
When the website investment makes sense
Above ₱200K monthly marketplace revenue. Commission savings on direct sales recover the build cost within 4–8 months.
Strong brand positioning. Sellers competing on brand identity (not just price) benefit from owning the customer experience.
Significant repeat customer base. Repeat customers shift to direct ordering more readily than new customers. A high repeat-customer percentage means more revenue available to shift.
Multiple SKUs across categories. Marketplace algorithms favor specific product types; sellers with diverse catalogs often benefit from owning their merchandising.
B2B or wholesale operations alongside retail. Marketplace storefronts are retail-focused. B2B operations need different content and ordering flows.
When marketplace-only still makes sense
Below ₱100K monthly revenue. Build cost doesn’t pay back fast enough. Continue scaling on marketplace.
Single-SKU or commodity products. Marketplace algorithms work well for commodity products; brand positioning matters less.
Heavy marketplace promotion dependency. Sellers relying on marketplace flash sales and platform-driven traffic don’t easily replicate that on their own site.
The transition approach
Don’t shut down marketplace presence. Instead:
- Build the own website
- Add direct-website-only benefits (lower price for direct purchase, loyalty program, exclusive products)
- Drive repeat customers to direct site through email and packaging inserts
- Keep marketplace stores active for discovery and new customer acquisition
This dual-channel approach captures the benefits of each.
What kind of website
For sellers transitioning from marketplace to own site:
WooCommerce or Shopify — robust e-commerce infrastructure.
PayMongo or HitPay — PH payment methods including GCash, Maya, cards.
Lalamove, J&T, Ninja Van integration for shipping rates.
Customer accounts — repeat customers benefit from saved addresses and order history.
Email capture — drives ongoing engagement.
This is Business or Premium tier scope.
Budget
Business (₱120K–₱180K): Full e-commerce site with PH payment, shipping integration, customer accounts. Suitable for most marketplace-graduating sellers.
Premium (₱220K–₱320K): Multi-product e-commerce with advanced features (loyalty, subscriptions, B2B portal), suitable for sellers in the ₱1M+/month range.
Marketplace seller ready to build your own website? Send your details through the contact page for a specific recommendation within one Philippine business day.
Frequently asked questions
- When should a Shopee or Lazada seller build their own website?
- Most sellers should move to their own website when monthly marketplace revenue exceeds ₱200,000 — at that scale, the commission savings (4–8% on Shopee, similar on Lazada) plus brand control benefits exceed the website build and maintenance cost. Below that, marketplaces handle distribution more efficiently than a standalone site.
- Should sellers run marketplace and own-website simultaneously?
- Yes for most sellers. Marketplaces drive discovery; own-website captures repeat customers and higher-margin direct sales. The transition isn't 'leave marketplace, build website' — it's 'add own website while continuing marketplace presence.'
- What's the commission savings on direct website sales?
- Shopee and Lazada take 4–8% commission plus payment processing. PayMongo or HitPay direct payments are around 3.5% with no commission. On ₱500K monthly revenue, the savings are roughly ₱15,000–₱20,000/month. The build cost is recovered in 4–8 months.
- What's the biggest risk in moving to own website?
- Losing marketplace traffic during the transition. Marketplaces drive discovery you don't control — taking down a Shopee store to focus on your own website loses the customer acquisition that funded the website build.
Working with webdesigner.ph
- Service tiers — Start, Scale, Sell. What each tier includes and what it doesn't.
- Published pricing — Fixed price ranges per tier, named exclusions, and the payment schedule.
- How the process works — Discovery, design, build, and launch, with milestone-gated payment.
- Maintenance plans — Hosting, security, and content updates from ₱4,000/month.
- Get a specific quote — Reply within one Philippine business day.