What are the customer conversion rates for on marketplace versus off marketplace sales?

In the ever-evolving world of eCommerce, businesses face a strategic choice between selling on popular online marketplaces like Amazon, eBay, and Walmart Marketplace, or focusing on their own direct-to-consumer (DTC) websites. One critical metric that guides this decision is customer conversion rate—the percentage of visitors who complete a purchase out of the total who visit a sales channel. Understanding how conversion rates vary between marketplace and off-marketplace sales can help sellers align their strategies for maximum profitability and growth.

Conversion rates can fluctuate based on a variety of factors, including traffic sources, user intent, brand loyalty, pricing, and even customer trust. Let’s explore how these factors play out across the two major sales channels.

On-Marketplace Conversion Rates

Marketplaces like Amazon are known for their high-intent traffic. Customers visiting these platforms are usually much closer to the purchasing stage of the buyer journey. As a result, on-marketplace conversion rates tend to be significantly higher.

• Amazon: Average conversion rates range from 10% to 15%, with Prime-eligible and optimized listings reaching as high as 20% or more.
• eBay: Lesser than Amazon, usually around 2% to 5%, depending on product category and seller reputation.
• Walmart Marketplace: Typically around 5% to 10%, although gaining traction as consumer trust in the platform grows.

These platforms provide built-in audiences, robust recommendation algorithms, and streamlined checkout experiences. All of these elements contribute to superior conversion performance. Also, users arriving on Amazon or similar platforms often have greater trust in the buying structure—payment security, fast shipping, and clear return policies elevate customer confidence.

Off-Marketplace (Direct-to-Consumer) Conversion Rates

When selling through their own eCommerce websites—via platforms like Shopify, WooCommerce, or Magento—brands typically face lower conversion rates. These average around 1% to 3% across industries. However, these numbers don’t tell the whole story.

Off-marketplace sales allow brands to build long-term customer relationships, implement customized UX/UI experiences, collect first-party data, and benefit from better profit margins. Nonetheless, the challenges include:

• Lower initial trust: New visitors may hesitate to provide payment information on an unfamiliar website.
• Traffic inconsistency: Unlike marketplaces, traffic must be generated through SEO, paid ads, email marketing, and social media campaigns.
• Longer buyer journey: As the sales funnel usually spans multiple touchpoints, immediate purchases are less frequent.

Yet with proper optimization, strong branding, and well-targeted campaigns, DTC brands can close this conversion gap significantly. Brands that invest in subscriptions, loyalty programs, and personalized email automation often exceed the 3% industry average.

Key Differences in Customer Behavior

Consumers behave differently depending on the platform they use. Here’s a breakdown of the behavioral contrasts:

• Search Intent: Marketplace shoppers are “buyers” by the time they land on a product page. DTC website visitors may still be searching for information or exploring options.
• Trust Factor: A strong third-party reputation system, featured reviews, and guarantee policies make customers more confident on marketplaces.
• Brand Influence: Off-marketplace sales allow brands to create tailored journeys and stronger emotional connections with users through storytelling, tone, and aesthetics.

Which Channel Should You Prioritize?

There’s no one-size-fits-all answer. Businesses often find success through a blended approach:

• Use marketplaces to gain traction, drive sales volume, and test product-market fit.
• Invest in your own site to build brand equity, gather customer data, and improve profit margins long-term.

By recognizing how conversion rates function on different platforms, sellers can make informed decisions about how to allocate resources, where to invest in marketing, and how to build a customer base that lasts beyond a single transaction.

Conclusion

On-marketplace platforms may offer immediate access to high-converting traffic, but off-marketplace sales foster brand growth and customer loyalty. Understanding the performance differences in customer conversion rates across channels empowers business owners to tailor their strategy accordingly. Whether you’re pursuing rapid short-term gains or planning sustained brand development, knowing where and how your products convert best is essential for long-term success.