Multi-Channel vs. Amazon Only: An Honest Analysis

"Should I expand to more marketplaces?" We hear this question often. The honest answer: it depends. In this article, we analyse when multi-channel makes sense - and when it doesn't.

The Reality of Multi-Channel

Let's first look at the facts:

Amazon dominates the German market. This means: every euro of revenue on other platforms requires proportionally more effort.

When Amazon Only Makes Sense

✅ Stay with Amazon if:

• You're still under 500k€ in annual revenue: Focus on one channel until it's optimised
• Your Amazon processes aren't running smoothly: Optimise internally first, then expand
• You have few resources: Multi-channel ties up time and staff
• Your products are typical Amazon products: Electronics, household, etc. perform best on Amazon

When Multi-Channel Makes Sense

✅ Expand if:

• You've mastered Amazon: Stable processes, good margins, automated workflows
• You have team capacity: Someone who dedicatedly takes care of new channels
• Your products work across channels: Fashion on Zalando, furniture on Otto
• You want to diversify risk: Reduce Amazon dependency
• You want to reach specific target groups: Different demographics on different platforms

The Most Important Channels at a Glance

eBay

The second-largest marketplace in Germany. Good for:

• Used goods and remaining stock
• Collectibles and niche products
• Price-sensitive buyers

Challenge: Lower average prices, price-sensitive buyers.

Kaufland (formerly Real.de)

A strongly growing platform with good support:

• Less competition than Amazon
• Good integration with Kaufland stores
• Fair terms for sellers

Challenge: Still lower reach, you organise logistics yourself.

Otto

A premium platform with high requirements:

• Affluent target group
• Less price pressure than on Amazon
• Strong in fashion, furniture, lifestyle

Challenge: Strict admission requirements, high onboarding effort.

How to Expand the Right Way

Phase 1: Preparation

1. Document and optimise Amazon processes
2. Provide product data in a standardised format
3. Check warehouse capacity and fulfilment options
4. Plan resources (staff, time, budget)

Phase 2: Piloting

1. Start with one channel (not all at once!)
2. List the top 20 products first
3. 3-6 month test phase
4. Measure and compare performance

Phase 3: Scaling

1. Roll out successful products to more channels
2. Use tools for multi-channel management
3. Build up central inventory management

Tools for Multi-Channel

If you go multi-channel, you need tools for centralisation:

• Inventory Management: One system for all channels
• Listing tools: Maintain product data centrally
• Order Management: All orders in one place
• Repricing: Cross-channel pricing strategy

With Sellercore you can manage Amazon professionally and have the foundation for later multi-channel expansion.

Conclusion

Our honest recommendation:

1. Under 500k€ revenue: Focus on Amazon
2. 500k - 2M€: Check whether expansion makes sense
3. Over 2M€: Multi-channel probably makes sense for diversification

In the end: one well-optimised Amazon channel beats five poorly maintained marketplaces.