How to Balance Marketplaces and Your DTC Site Without Cannibalizing Sales 

You launch a TikTok campaign for your best-selling self-watering dino planter, color-changing mood candle, pocket-sized espresso maker, or no-spill wine glasses, whatever the product, you’re expecting a surge in Shopify sales. Instead, site traffic spikes, Amazon sales take off, while DTC sees a small bump. 

It’s a familiar frustration for brands selling on both marketplaces and their own direct-to-consumer (DTC) websites. Platforms like Thrive Market, Walmart, Target, Amazon and TikTok Shop can be powerful revenue drivers, but they also they also introduce another opportunity for customers to buy – with free shipping, coupons, etc. that may make it a better deal than your DTC site.  

The key is to maximize awareness campaigns, optimize your best-performing products, and create a DTC experience compelling enough to keep customers coming back. Here’s how to do it. 

Make DTC More Enticing with Exclusivity & Rewards 

To drive DTC loyalty and repeat purchases, brands must offer compelling reasons to shop directly instead of opting for marketplaces. Research shows that unique and innovative product features attract consumers and foster loyalty, giving DTC brands a competitive edge. 

Exclusive Products & Limited-Time Collections 

Offering products only available on your site encourages direct purchases. Many brands list core products on marketplaces while reserving a wider assortment for their website. (Jelly Belly limits Amazon to core flavors while offering a full selection on their site.) 

Loyalty Programs That Keep Customers Coming Back 

A well-structured rewards system drives repeat purchases, with 84% of consumers returning to brands with loyalty programs. This means that companies with strong loyalty marketing grow revenue faster than competitors and see higher returns. (Solly Baby’s Cloud 9 program is a great example.) 

By implementing these strategies, DTC brands can differentiate themselves, increase customer loyalty, and drive higher repeat sales—even when competing with marketplace convenience. 

Awareness Campaigns Benefit Both Channels 

Most brands invest heavily in TikTok and Meta ads to drive traffic to their DTC store. But even when you direct customers to your website, many will still end up buying on Amazon or TikTok Shop.  

This isn’t a loss, it’s a reflection of consumer behavior. Shoppers often choose the most convenient option, whether that’s Amazon’s fast shipping, TikTok Shop’s seamless checkout, or the trust and ease of buying from a familiar platform. 

Instead of seeing this as a drawback, use it to your advantage: 

By aligning your ad strategy with consumer behavior rather than resisting it, you can turn your paid traffic into conversions—whether on your own site or marketplace channels. 

Prioritize Your Top-Performing Products 

Not every product deserves the same marketing investment. Instead of promoting everything equally, focus on the products that convert best on your DTC site, whether they’re your best-sellers, exclusive collections, highest-margin items, or products that drive repeat purchases. 

Leverage Buy with Prime. Keep customers on your site while offering Amazon’s fast shipping. Brands using Buy with Prime have reported an average 25% increase in conversion rates on their DTC sites.  

For example, if your $50 skincare set is seeing higher conversion rates on Amazon, adding Buy with Prime can reduce friction and encourage customers to purchase directly instead. 

Example Before-and-After PDP Optimization: 

By doubling down on the products that drive the most engagement and conversions on your DTC site, whether they’re best-sellers, high-margin items, or those with strong repeat purchase potential, you can boost sales without compromising your marketplace presence. Optimizing these products across channels and leveraging tools like Buy with Prime helps streamline the purchase journey, increase conversions, and keep customers coming back. 

Enhance the Checkout and Post-Purchase Experience 

Marketplaces are built for speed, but your Shopify store can stand out by offering a more premium, personalized shopping experience, one that makes customers feel valued and incentivizes them to buy direct. 

Ways to Elevate Your Shopify Checkout: 

By optimizing the checkout and post-purchase experience, you can turn one-time shoppers into repeat customers and give them compelling reasons to choose your DTC store over marketplaces.