Most D2C brands now sell across three kinds of channels: their own website, marketplaces, and quick commerce apps. Revenue from each looks the same on a dashboard. The money you actually keep is very different.
A worked example
Numbers in this example are illustrative, not platform fee benchmarks.
The same product sells for ₹1,000 on every channel. Product cost is ₹300.
| Per ₹1,000 order | Website | Marketplace | Quick commerce |
|---|---|---|---|
| Product cost | ₹300 | ₹300 | ₹300 |
| Platform commission and fees | – | ₹250 | ₹350 |
| Shipping, packaging, logistics | ₹100 | ₹80 | ₹60 |
| Payment gateway | ₹20 | – | – |
| Returns and wastage | ₹40 | ₹60 | ₹30 |
| Marketing / ads / visibility | ₹250 | ₹150 | ₹120 |
| What you keep | ₹290 | ₹160 | ₹140 |
On these numbers, a website order is worth roughly twice a marketplace or quick commerce order.
So should you only sell on your website?
Not necessarily. Each channel plays a different role:
- Website: Highest margin, and you own the customer data for repeat marketing. But you carry the full cost of acquiring every customer.
- Marketplaces: Built-in demand and trust, but lower margins, and the customer relationship belongs to the platform.
- Quick commerce: Fast growth and visibility in metros, but high platform margins, visibility spends, and demanding supply requirements.
Payment timing also differs. Website payments arrive quickly, while platform payouts can take days or weeks, which affects your cash.
The blended-margin trap
If half your orders come from the website (₹290) and half from marketplaces (₹160), your blended figure is ₹225 per order. It looks healthy. But if marketplace sales are growing faster, your average margin is quietly falling, and a blended number won’t warn you.
How to decide your channel mix
- Calculate what you keep per order on each channel, including every fee.
- Add repeat behaviour. Website customers you can re-market to are worth more over time.
- Include cash timing, not just margin.
- Set a target mix, for example “website at least 40% of revenue.”
- Review monthly as platform fees and ad costs change.
FAQs
Why are quick commerce margins lower?
Platforms typically take a larger share of the selling price, and brands often pay for visibility and deal with strict supply requirements.
Can marketplaces still be worth it?
Yes, especially for discovery and volume. The key is knowing your true margin there.
How do I track margin by channel?
Set up your accounts and reports so every fee is tagged to its channel, then review contribution margin by channel monthly.
Download The D2C Founder’s Cash Flow Checklist, including a margin health check.
Get the free checklist →Not sure which channel is making you money? The Financial Arc helps D2C brands break down profitability by channel and plan the right mix.
Get in touch