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Help with choosing a platform

Hi,

I'm starting a new business selling home and industrial cleaning supplies. I have a supplier and the products are on their way. My plan is to do a combination of retail and wholesale both online and offline (online and offline only for the wholesale – retail will only be online).

My question is – would it be better to use Shopify or Amazon. My margins are slightly lower on Shopify due to cost of shipping but I feel I would have more control, need to do less work in terms of dealing with Amazon's category restrictions and issues with FBA and finally – build a more long term brand through email marketing, using socials to build a relationship with customers, etc.

Also – Amazon is pretty saturated in my category already so it would be difficult as a new entrant and I'd probably need to spend a lot on PPC and funneling ads to Amazon without really knowing if they're working (referring to FB/Google Ads)

Thanks.

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