You Should Own Your eCommerce Platform

This article was inspired by a client we helped recently who had their 5 figure Etsy store shut down with no warning. They lost their most important sales asset overnight, and were left with nothing but automated responses from AI chatbots.

In today’s digital world, launching an online store is easier than ever. Platforms like Shopify, Etsy, and Amazon offer convenient solutions to set up and run a business with minimal effort. However, there’s a growing risk that many entrepreneurs overlook: not owning your eCommerce platform means you don’t truly own your business.

The Risks of Relying on Third-Party Platforms

While third-party platforms provide ease of use, they also come with significant risks that can jeopardize your business overnight. Here’s why relying solely on these platforms is a dangerous move:

Store Shutdowns Without Warning

Many businesses have experienced sudden account suspensions or permanent shutdowns without any prior notice or clear explanation. Some notable cases include:

• Amazon Sellers Losing Accounts: Amazon frequently suspends seller accounts due to suspected policy violations. In some cases, sellers with six-figure businesses have been banned overnight with no chance of reinstatement. A local bookstore here in Wellsboro, From My Shelf, has been through this exact experience. Click here to read about their Amazon seller nightmare.
• Etsy Store Closures: Etsy has been known to deactivate shops for minor infractions, such as a single customer complaint, suspected copyright issues, or even changes in their internal policies. We recently worked with a customer who had their shut down overnight with no warning, and no recourse to resume sales. Their Etsy shop was the lifeblood of their business, yet Etsy coldly shut them down without any human interaction or care.
• Shopify Account Terminations: Shopify has removed stores for vague reasons like “violating terms of service,” leaving business owners scrambling to recover their lost sales channels. You can read some pretty horrific eCommerce stories about Shopify here.

Strict Rules and Changing Policies

Third-party platforms can change their rules at any time, affecting how you run your business. This includes:

• Increased transaction fees – Platforms like Etsy and eBay have raised fees over time, cutting into seller profits.
• Limited customization – You must operate within their design and functionality restrictions, preventing true brand differentiation.
• Advertising restrictions – Platforms may limit how you market your products, restricting your ability to scale effectively.
• Feature Changes — Providers may change their pricing models or software suites at any time, breaking your pages, products, and core site features unexpectedly. Here’s a story about a user who’s thriving SquareSpace business was ruined by a feature update.

You Don’t Own Your Customer Data

Owning customer data is critical for long-term growth. When selling on a marketplace like Amazon or Etsy, the platform owns the customer relationship—not you. This means:

• You can’t easily re-engage past customers.
• If you’re deplatformed, you lose your customers.
• You can’t personalize offers based on purchase history.
• You lose out on valuable analytics to optimize your marketing strategies.

The Benefits of Owning Your Own eCommerce Platform

To avoid these risks, smart entrepreneurs are moving towards self-hosted eCommerce solutions like WooCommerce (WordPress) or Shopify with independent hosting. Here’s why:

Full Control Over Your Business

When you run your store on your own domain using a platform like WooCommerce, you dictate the rules. There’s no risk of getting banned or having your account unexpectedly shut down.

Lower Long-Term Costs

While marketplaces charge transaction fees and commissions, self-hosted platforms give you complete control over pricing and payment processing, significantly reducing fees over time.

Complete Ownership of Customer Data

Owning your platform means you own your customer relationships. You can:

• Build an email list to market directly to your customers.
• Use advanced analytics to improve conversion rates.
• Create personalized experiences that foster loyalty and repeat sales.

Stronger Branding and Customization

A fully owned store allows you to build a recognizable brand with custom design, features, and user experiences that marketplaces can’t match.

No Sudden Policy Changes

You’re not at the mercy of a third party’s policy shifts. You set your own terms and conditions, ensuring stability and predictability in how your business operates.

Conclusion: Secure Your eCommerce Future

While third-party platforms can be great for getting started, they should never be the foundation of your business. Owning your eCommerce platform ensures long-term stability, control, and profitability. If you want to future-proof your business and avoid the horror stories of sudden shutdowns, now is the time to make the switch. We love to help our customers online shops succeed. You can check out our eCommerce packages and pricing here.