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| Topic | Marketplace | Own store |
|---|---|---|
| Discovery | Built-in shoppers | You must earn traffic |
| Fees | Platform + promo pressure | Hosting + gateway + ads you control |
| Brand | Limited storytelling | Full narrative & trust pages |
| Data | Platform-owned customers | You own the list (if you capture it) |
| Ops | Familiar playbooks | You design fulfilment messaging |