The verdict in three sentences
A marketplace offers instant audience but takes an 8-20 % commission and cuts you off from the customer relationship. Your own store costs roughly 30,000-90,000 MAD to build in 2026, plus marketing, but keeps your margin and customer data. For a manufacturer selling B2B, the 2026 answer is rarely one or the other: it's a mixed strategy tuned to your break-even point.
The real cost of each channel in 2026
A marketplace looks free upfront, but the commission compounds on every sale. An own store is costly to launch but gets cheaper at volume.
| Criterion | Marketplace | Own store |
|---|---|---|
| Upfront cost | Low (sign-up) | 30,000 - 90,000 MAD |
| Cost per sale | 8 - 20 % commission | 1.5 - 3 % payment fees |
| Audience | Instant | To build (marketing) |
| Customer data | Owned by platform | Owned by you |
| Brand control | Limited | Full |
| Monthly marketing | Optional (internal ads) | 5,000 - 20,000 MAD/month |
On a marketplace at 15 % commission, selling 1,000,000 MAD/year costs you 150,000 MAD in commissions. An own store at 60,000 MAD build plus 12,000 MAD/month marketing (144,000 MAD/year) costs about the same in year one, but far less thereafter.
Where your break-even lies
The key calc: at what revenue does the marketplace commission exceed your store's fixed cost?
| Annual online revenue | Marketplace commission (15 %) | Own-store cost (yr 1) | More profitable channel |
|---|---|---|---|
| 200,000 MAD | 30,000 MAD | ~150,000 MAD | Marketplace |
| 500,000 MAD | 75,000 MAD | ~180,000 MAD | Marketplace |
| 1,000,000 MAD | 150,000 MAD | ~200,000 MAD | Roughly equal |
| 2,000,000 MAD | 300,000 MAD | ~230,000 MAD | Own store |
| 4,000,000 MAD | 600,000 MAD | ~280,000 MAD | Own store |
Below ~1,000,000 MAD/year, the marketplace usually wins. Above it, the own store takes the lead, especially from year 2 once the build cost is amortized.
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Mini case study
Younes makes design furniture in Casablanca and sells 1,800,000 MAD/year via two marketplaces at 15 % commission, i.e. 270,000 MAD in annual commissions. He invests 65,000 MAD in an own store plus 12,000 MAD/month marketing.
In year 1 he shifts 40 % of revenue to his store. On that 720,000 MAD he pays only ~18,000 MAD in payment fees instead of 108,000 MAD in commission, saving 90,000 MAD, well above his build cost. He also keeps data on 300 pro customers for repeat sales. He keeps the marketplaces for acquisition. Estimated payback: under 10 months.
FAQ
Should I drop marketplaces once my store is live? No. Keep them for acquisition and discovery, and push repeat customers to your store where the margin is better. That's the core of the mixed strategy.
How much is a B2B own store in 2026? Budget 30,000 to 90,000 MAD depending on catalogue, per-client pro pricing and payments. Add a monthly marketing budget, or the audience won't come.
Does customer data really justify the cost? Yes for B2B: knowing your pro buyers enables repeat sales, upsell and targeted campaigns. On a marketplace that relationship belongs to the platform, not you.
What commission should I negotiate on a marketplace? 2026 rates run from 8 % (high-volume categories) to 20 % (premium niches). Above 15 %, check that the volume it brings genuinely justifies the margin bite.
How long to break even on an own store? With online revenue above ~1,500,000 MAD/year and a good customer shift, expect 8 to 14 months. Below that, stay mostly on marketplaces.
Let's scope your project. Share your current online revenue, your marketplace commissions and your catalogue, and we'll quote an own store and a mixed strategy. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
