In today’s digital world, the significance of having your own online store has become more crucial than ever. An online store allows even small businesses to credibly manage their brand, customer experience, and sales channels. In this blog post, we will explore the benefits of having your own online store and its relationship with external sales channels.

External sales channels and their commissions

External sales channels, such as Booking.com and Airbnb, provide businesses with extensive international visibility. However, using these platforms comes with substantial commission fees, typically ranging between 10–30%. This means that with every booking, a portion of the revenue is lost to these platforms.

Integration and multiplying visibility

While external sales channels charge commissions, integrating them with your own online store can be highly beneficial. By linking these channels to your store, businesses can significantly increase their visibility while still directing booking traffic to their own site. This approach not only reduces commission costs but also enhances the customer experience and strengthens brand credibility—without sacrificing the benefits of broader exposure.

Customer behavior

Many customers use external sales channels primarily as search engines when looking for services or products. They may find accommodation on Booking.com but often visit the company’s website to gather more information or check for special offers. This highlights the importance of a well-maintained online store, as it serves as the company’s business card and a source of trust. The ultimate goal is to encourage the customer to complete their booking directly on the company’s own website.

Automating booking traffic and entrepreneurial freedom

A high-quality online store enables the automation of booking traffic and consolidates all reservations in one place. This simplifies management and reduces the amount of manual work required. Additionally, having your own online store preserves the entrepreneur’s freedom, unlike external booking platforms, which may impose restrictions, set conditions, or even price products at their own discretion.

Choosing the right platform provider

When selecting a provider for your online store, two key factors should be considered:

1. Ease of use: How simple is it to manage product listings, capacities, and pricing? The administration of an online store should be smooth and intuitive, allowing the entrepreneur to focus on growing their business.

2. Customer support: How easily can you get assistance from a real person who understands the industry and the platform? We’ve all had our fair share of frustrating chatbot experiences—having access to knowledgeable and personal customer support is invaluable in troubleshooting situations and can save a lot of time and effort.

Conclusion

The importance of having your own online store is undeniable. It provides businesses with the ability to control their brand, enhance the customer experience, and minimize revenue loss to external commissions. For entrepreneurs, it offers greater control over their time and operations. By integrating external sales channels with their own online store, businesses can maximize visibility while maintaining control over their bookings. However, the most critical aspect remains choosing the right platform provider to ensure a seamless experience and accessible support when needed.

— February 5, 2025, Petteri Vitikainen —