SONAR vs Marketplaces: Which Is More Profitable for MSMEs in the Long Term?

The question is not whether an MSME must choose one or the other, because marketplaces and D2C stores serve different purposes. A marketplace is useful for acquiring new buyers who do not yet know your brand. They arrive while searching for a product category, not specifically for your store. However, after the transaction is complete, the platform still controls most of the relationship with that buyer.

A D2C store built through SONAR serves the opposite purpose: it is a place to develop long-term relationships. Each visit becomes data owned by your business, each purchase can be followed up through direct communication, and customers see your brand rather than the platform’s logo.

From a cost perspective, marketplaces generally charge a commission on every transaction indefinitely. A D2C store such as SONAR uses a fixed monthly pricing model starting from Rp750,000. As your revenue grows, this cost can become increasingly efficient as a percentage of sales.

For most MSMEs, the most realistic strategy is not to abandon marketplaces. Instead, they can use marketplaces as one acquisition channel while building a D2C store as the primary home of the business. This is where the brand, customer data, and customer loyalty truly become assets owned by the business rather than by another platform.