Industries

Marketplace traffic or your own online store: choose a measurable test

A marketplace listing and an own store solve different jobs. The choice depends on the product, margin, customer relationship and what can actually be measured after the click. We establish those conditions before buying external traffic

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Updated 23 October 2026 · Author:

When the marketplace route fits

A recognisable product with a competitive listing, reliable stock and delivery may benefit from a short purchase route. The test needs a defined destination and the conversion data genuinely available from that platform. An outbound click should not be presented as a confirmed order

When an own store adds value

Original products, a service package, customisation or repeat-customer communication can justify a direct site. ToyTrick sold original clothing; Phone Parts separated urgent delivery from wholesale service; the flooring store explained a complete installed project. These are different propositions from a standard listing

A bounded commercial comparison

We compare acquisition cost with the margin and verified sales for the chosen route. Listing fees, fulfilment, returns and service costs belong in that calculation. Our published examples below are own-site and B2B funnels; they are not evidence of sales from external ads to a Wildberries listing

Published evidence

Cases with their original results

ToyTrick

Russia and Kazakhstan · 2020 - 2023

20.8M₽revenue over the published three-year period

The children's clothing brand recorded 6,927 orders and 20.8M₽ revenue over the published period, with 310% ROAS and a 3,004₽ average order

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ANPAK

Russia · May 2024 - February 2025

1,700B2B leads from marketplace sellers

Yandex Direct lead generation for a packaging manufacturer: 1,700 inquiries, 18% converted to deals and a 45K₽ average order value

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Phone Parts

Moscow, Russia · 2023

1,537inquiries across two channels

Yandex Direct generated 903 urgent-purchase inquiries at 394₽, while VK Ads generated 634 repair-business inquiries at 520₽

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Flooring retailer

Moscow, Russia · January - March 2023

357₽cost per inquiry for a specialist flooring retailer

A specialist flooring store generated 624 inquiries at 357₽, with 7% purchase conversion and a 120K₽ average order value

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How is the scope agreed?
We first review the offer, audience, existing funnel and available data. The media plan states the channels, creative and landing-page work, reporting and fees before launch. Advertising spend is separate from the agency fee
What is measured after launch?
We agree what counts as a useful inquiry, a qualified lead and a sale. Reports keep these stages separate. Where the client can provide reliable CRM events, later outcomes are returned to the advertising platforms
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Tell us about the offer, audience and current funnel. We will review the relevant evidence and scope the next step

  • Ad account audit within 24 hours
  • Unit economics modeled against your offer
  • Cases from your own vertical
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