“Should we push the marketplaces or our own website?” comes up in almost every conversation we have with GCC brands. The honest answer is that it’s the wrong question. Each channel does a different job, and the problems start when they’re planned separately.

What marketplaces do well

Amazon and Noon are where a large share of shoppers start their search. They bring reach, trust and fast delivery, and they reward good listings, strong ratings and disciplined advertising. They’re also where price competition is sharpest, and where you own the least of the customer relationship.

What your own store does well

Your D2C site is where you control the brand, the bundle, the price and the data. It’s where cash on delivery, buy now pay later with Tabby or Tamara, and Arabic-first checkout can lift conversion. And it’s where retention and CRM actually work.

Where it goes wrong

• Different teams or agencies run each channel, with their own targets.

• Promotions clash: the store runs one offer while the marketplace runs another.

• Stock, content and budget are fought over instead of planned.

• Nobody compares profit per order across channels, only revenue.

Planning them as one

1. Give each channel a job. Discovery and volume, margin and retention, or new product launches.

2. Set targets in profit, not just sales, so the channels can be compared fairly.

3. Run one promotional calendar across marketplaces, D2C, quick commerce and social.

4. Share content and learnings. A listing that converts on Noon should inform the product page on your own site.

The brands that grow steadily in the region rarely pick one channel. They decide what each is for, and hold them to one plan.