You Can Earn a Billion on Social Media Alone. Why Experts Still Advise Doing More?

While social media and online marketplaces can generate substantial revenue, experts emphasize the importance of stability, advocating for businesses to maintain their own e-commerce stores. Filip Borcov, co-founder of "Site.pro," notes that while billions in revenue are possible through platforms, the key concern is long-term stability. He advises businesses to utilize as many channels as they can manage, with a proprietary website serving as the most stable option for revenue diversification and growth.

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You can create a billion in revenue on a social network, but is it stable? Not long ago, having your own e-store was considered the main condition for successful online trading. Today, the situation is different – more and more businesses are successfully selling through social networks, online marketplaces, or other platforms.

The primary risk for businesses arises when their entire operation depends on a single channel. Changes in algorithms, platform rules, or strategic shifts can lead to a loss of control, making sustained growth unpredictable. Therefore, an independent e-commerce store is not merely an alternative but a crucial component of a comprehensive sales strategy. Borcov highlights control, branding, flexibility, independence, and a strong starting point as key advantages of owning an online store.

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The biggest risk arises when the entire business depends on one channel – whether it's a social network or a marketplace. When algorithms, rules, or platform strategies change, the business loses some control, making long-term growth harder to predict.

Furthermore, the process of creating an e-commerce site has dramatically evolved. Borcov contrasts the need for custom solutions in 2010 with today's capabilities, where sites can be built within an hour, often at minimal cost, with a focus on architecture rather than complex technology. This ease of creation means technology is no longer the primary competitive differentiator.

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The most important advantages of your own e-store are control, brand, flexibility, independence, and a good start.

Aurimas Paulius Girčys, head of "APG Media" and organizer of the "EcomExpo" event, points out that the biggest shift in e-commerce recently has been the move from simply creating a store or attracting visitors to integrating the entire customer journey. Businesses that successfully connect social media interactions, marketplace engagement, seamless payments, post-purchase service, and customer retention gain a competitive edge. Today, the competition is not between individual platforms but between entire e-commerce ecosystems.

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Today, it's no longer enough to just have an e-store. The competitive advantage goes to businesses that can connect the entire customer journey – from the first contact on social networks or marketplaces to smooth payment, after-sales service, and returning customers. In other words, today it's not individual platforms that compete, but the entire e-commerce ecosystem.