The Power of Selling Online: Why Every Restaurant Needs an E-Commerce Strategy

The way people dine has changed. More customers are ordering food online than ever before, and restaurants that embrace digital sales can expand beyond their physical space, drive revenue 24/7, and future-proof their business.

Selling online isn’t just about convenience—it’s about unlocking new opportunities. It allows customers to place orders anytime, even when your restaurant is closed, ensuring that your brand stays top-of-mind and your sales keep growing.

However, how you sell online makes all the difference. Many restaurants turn to food delivery marketplaces (like GrabFood, Foodpanda, or Deliveroo) for online sales, but what they often don’t realize is that these platforms come with hidden costs and limitations that can hurt long-term profitability.

Two Paths to Selling Online: Marketplaces vs. Your Own Platform

Restaurants have two primary ways to sell online:

1. Food Delivery Marketplaces (GrabFood, Foodpanda, Deliveroo, etc.)

✅ Quick exposure to a large customer base.
✅ Convenient for customers already using the platform.
❌ High commission fees (typically 25-35% per order).
❌ No access to customer data, meaning you don’t know who your customers are.
❌ Limited marketing power—marketplaces control promotions and visibility.
❌ Customers are not loyal to your restaurant—they’re loyal to the marketplace.
❌ Sales depend on the platform’s algorithm and policies, not your strategy.
❌ Reach is restricted to a 3km delivery radius, limiting potential customers.

2. Owning Your Own E-Commerce Platform

✅ Full control over your customer database (emails, phone numbers, order history).
✅ Direct relationship with your customers, allowing you to drive repeat business.
✅ Lower costs—no high commission fees cutting into your profits.
✅ Flexible marketing tools—run promotions, loyalty programs, and upsells without restrictions.
✅ No limits on delivery zones—sell beyond the typical 3km range.
✅ Brand differentiation—customers order from your branded experience, not a third-party app.

Why Marketplaces Alone Are Not Enough

Many restaurant owners assume that being on marketplaces is enough. But the truth is, if you only rely on marketplaces, you’re constantly renting customers rather than owning them.

Without your own e-commerce platform:

• You can’t remarket to customers after they place an order.

• You can’t control your promotions, branding, or discounts.

• If a marketplace increases commission rates or deprioritizes your listing, your sales can drop overnight.

That’s why the smartest restaurants use both:

• Marketplaces for customer acquisition.

• Their own platform for retention, loyalty, and higher profits.

How Owning Your E-Commerce Platform Attracts Higher-Value Customers

One of the biggest misconceptions about selling online is that all customers behave the same way, regardless of where they order from. However, the type of customer who orders from your own e-commerce platform is very different from those who order through marketplaces, and that difference can significantly impact your profits.

Marketplace Customers: Convenience-Driven, Smaller Orders

Customers who use GrabFood, Foodpanda, or Deliveroo are primarily looking for:
✅ On-demand meals—they are hungry now and need immediate fulfillment.
✅ Small basket sizes—most orders are from individuals or couples, rarely for larger groups.
✅ Fast delivery over cost—they prioritize speed and don’t mind paying extra fees.
✅ Promotions & discounts—marketplaces train customers to wait for deals before ordering.
✅ No brand loyalty—they browse the app based on what’s available, not necessarily looking for your restaurant.

Customers Who Order Direct: Higher Spending, Planned Orders

When customers order directly from a restaurant’s own e-commerce platform, their behavior is different:
✅ They plan ahead—these customers often place orders for later in the day or even the next day.
✅ Larger basket sizes—direct orders tend to be for families, gatherings, or office meals, not just individuals.
✅ More repeat purchases—because they are engaging directly with your brand, they are more likely to become regulars.
✅ Lower sensitivity to delivery fees—since they aren’t using a marketplace, they accept the restaurant’s own pricing and fees.
✅ Higher likelihood of add-ons—since you control the ordering experience, you can suggest premium add-ons, bundles, and upsells.

The Difference in Order Value: Marketplace vs. Direct

• The average order size on marketplaces is typically $15–$30 per order (single meal, small group).

• The average order size for direct customers can range from $50–$100+, especially for bulk orders, meal bundles, and catering.

By shifting more orders to your own platform, you’re not just keeping more profits by reducing marketplace fees—you’re also attracting higher-value customers who are more likely to spend more per transaction and return regularly.

Creating a Hybrid Strategy: The Smartest Approach

The best-performing restaurants don’t rely on just one channel. Instead, they:

1. Use marketplaces to acquire new customers.

2. Encourage customers to order directly from their own platform next time.

3. Build a database of loyal customers to drive repeat business and long-term growth.

How do they do this?

• Offering discounts or free items for customers who order through their direct website.

• Providing loyalty points or membership benefits for direct orders.

• Including QR codes or flyers in marketplace orders that guide customers to their own site.

Case Study: How a Restaurant Increased Profits by 40% with Their Own Platform

A local restaurant that previously relied 100% on marketplaces switched to a hybrid model:
✅ They moved 60% of their orders to their own e-commerce site.
✅ They saved $3,000 per month by reducing marketplace fees.
✅ Their average order value increased by 15% due to upselling options only available on their own site.
✅ Their customer database grew to 10,000+, allowing them to run personalized promotions.

Building Your Own E-Commerce Channel Is Easier Than You Think

Many restaurant owners hesitate to launch their own e-commerce store, thinking it’s complicated or expensive. But with platforms like Oddle, you can:
✔ Set up an online ordering system without upfront tech costs.
✔ Capture and own customer data to drive repeat sales.
✔ Integrate loyalty programs to keep customers coming back.
✔ Offer flexible delivery zones beyond the marketplace limits.
✔ Reduce reliance on high-commission platforms for better profitability.

Take Control of Your Online Sales—Before It’s Too Late

The restaurant industry is evolving, and those who own their customer relationships will thrive. Those who rely only on marketplaces risk being controlled by external platforms that can change their policies at any time.

If you’re serious about growing your restaurant’s revenue while keeping more profits, the best time to start your own e-commerce platform is now.

Don’t wait until marketplaces dictate your revenue—own your customer relationships today. 🚀

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