How to reduce business dependence on marketplaces: a practical master class

Marketplaces have become one of the main sales channels for businesses, but with the growth in turnover, many companies are facing the reverse side of this model. High commissions, promotion and logistics costs, constant rule changes, and limited access to customer data directly affect business margins and sustainability.

As a result, the company can get significant turnover, but at the same time remain dependent on one or two external channels and have little control over the relationship with the end customer.

How to build a more sustainable sales model, maintain profits and gradually develop your own channels to attract and retain customers? We will talk about this at a practical master class in My Business with the participation of our expert Victoria Sorokina.

What to talk about in the master class

At the heart of the meeting is the diversification of sales and the development of the D2C model, in which the business gets more control over the customer experience, the sales economy and its own customer base.

Current model audit and channel economics

Let’s start by looking at how your sales are today. We will assess the share and profitability of different channels, costs, risks and the level of access to the customer base.

Separately, we will compare the economy of marketplaces, our own online store, social networks and wholesale sales: commissions, costs for advertising and logistics, margin and other key indicators.

Your own online store as a sales channel

We will discuss how to launch and develop your own D2C channel based on Yandex KIT: from catalog and payment to delivery, analytics and integrations.

Let’s talk about SEO promotion – a tool that allows you to attract buyers from search engines and gradually reduce dependence on constant advertising costs.

Logistics and role allocation between channels

Own sales do not necessarily have to compete with marketplaces. It is important to determine the role of each channel in the overall system.

We will analyze how to distribute functions between marketplaces, a site, social networks, instant messengers and offline sales, as well as which model of logistics and storage of residues to choose taking into account the characteristics of the business.

Action plan for the next 30-90 days

We will complete the master class with a practical part: we will form a step-by-step plan for diversification of sales.

We will determine what changes should be implemented first, what channels to develop and what tasks to set for the next 30-90 days.

Date: October 27, 2026, Tuesday
Time: 10:00-14:00 (MSC)
Venue: "My business."

What's the bottom line?

The main task of the master class is not just to discuss trends and tools, but to help entrepreneurs see their own sales model and identify growth points.

As a result of the meeting, you will:

• Map of current sales channels;
• Understanding the economics and profitability of each channel
• target model of sales distribution;
• scheme of logistics and work with residues;
• Understanding the capabilities of your own D2C channel
• Plan of action for the next 30-90 days.

If marketplaces are the main source of sales for your business today, a master class will help you figure out how to gradually reduce dependence on them and form a more manageable and sustainable sales system.