- I have operated DHGate and AliExpress too: traffic is not comparable to Amazon, while costs are not low.
- For most sellers starting out, going deep on Amazon beats spreading thin.
- Once Amazon works, consider other channels and a DTC site.
The short answer
For most sellers starting out, the answer is: not first. Other platforms have opportunities, but the return per unit of effort is less certain than on Amazon.
We have run DHGate and AliExpress. Honestly: their traffic is not in the same league as Amazon, while the costs are not low either.
What other platforms look like
Traffic: in the major Western markets, Amazon still leads clearly in traffic and conversion efficiency.
Costs: platform fees and ad competition are no easier; some platforms mean even fiercer price wars.
Asset building: reviews and rankings on Amazon become brand assets; some platforms build these more weakly.
When other platforms make sense
Once your main Amazon store is profitable and the team has spare capacity, consider: using other platforms to clear inventory or cover low-price segments, and building a DTC site to own brand traffic beyond any single platform.
Our recommended path
Phase one: go deep on Amazon and prove the product and operating model.
Phase two: once Amazon is stable, build a DTC site to accumulate user data and brand assets.
Phase three: decide on other platforms based on category specifics. The order can vary, but concentrate first, then diversify.