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Developing Ecommerce Customer Journeys Part 2: 1st vs. 3rd Party Digital Assets
- theo5416
- Sep 25
- 2 min read
When building an ecommerce customer journey, one of the biggest strategic decisions is choosing where to invest your time and resources. Should you focus on your own digital assets (like your website or app), or rely more on third-party platforms (like Facebook, Shopee, or Line Shop)?
Both have their advantages and limitations. The right mix depends on your business model, budget, and long-term goals.
What Are 1st-Party Digital Assets?
1st-party assets are platforms that your business owns and controls. Examples include:
Your brand website or ecommerce site.
A branded mobile app.
Campaign microsites.
Your Line Official Account or Line MyShop.
Strengths:
Full ownership of customer data.
Greater control over branding and experience.
Ability to integrate loyalty programs, personalization, and advanced analytics.
Weaknesses:
Requires investment to build and maintain.
Needs continuous updates for design, security, and user experience.
Must attract traffic independently, often through paid ads or SEO.
What Are 3rd-Party Digital Platforms?
3rd-party platforms are external ecosystems where your business participates but does not fully control the environment. Examples include:
Facebook Pages.
Ecommerce marketplaces like Shopee, Lazada, or JD Central.
YouTube channels.
Line Shop or other hosted commerce solutions.
Strengths:
Huge built-in audiences ready to engage.
Lower upfront cost to start selling or promoting.
Trusted platforms where users already spend time.
Weaknesses:
Limited access to customer data.
Brand visibility can be diluted among competitors.
Pricing and policies are controlled by the platform, not you.
Choosing the Right Balance
Most businesses will use a mix of both 1st- and 3rd-party platforms. The key is knowing where to prioritize:
Startups and small businesses may lean on 3rd-party platforms for reach and credibility, while gradually investing in their own website.
Established brands should prioritize 1st-party assets to own the customer relationship and reduce dependency on external platforms.
Loyalty-driven industries (like F&B, retail, or travel) benefit from apps or websites where customers can log in, track points, and receive personalized offers.
A Practical Example
Consider these three scenarios:
A food delivery business with a large budget will likely invest in its own app and website while also being present on marketplaces for extra visibility.
An FMCG brand like Johnson & Johnson may use marketplaces to scale reach, but still rely on a strong brand website for credibility and education.
A small cosmetics startup might begin with Lazada or Shopee to minimize costs, then expand to a dedicated website once demand grows.
Final Thoughts
There is no single right answer when it comes to digital platforms. The key is to strike a balance between the control and ownership of 1st-party assets and the scale and visibility of 3rd-party platforms.
In the next part of this series, we will dive into UX and UI best practices — showing how design and usability can make or break your ecommerce customer journey.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to know which platforms are best for your business? Click below to request a free Insight Audit from AIQ and explore the right mix of digital assets for your growth.
