Why Amazon FBA sellers need their own online store: Insights from Denis Ayanoglu

Many Amazon sellers ask themselves the question at some point: is it worth having your own online store? Denis Ayanoglu, successful e-commerce entrepreneur and founder of OnePercent, knows what's important. With millions in sales behind him, he shows in an interview how brands grow, minimize risks and turn retailers into real brands. Find out why a store is more than just a sales channel and what mistakes you should avoid.

https://www.youtube.com/watch?v=cD2rfCvmSuU

Denis Ayanoglu: From student to millions in sales - his beginnings and lessons learned

Early entry into e-commerce - from protein powder to print-on-demand

Denis comes from near Stuttgart, has a traditional high school diploma and started in e-commerce at the age of 15. A classic Amazon seller story? Not at all. Denis specialized in his own online stores, selling directly without a marketplace. His start was literally old school: together with an older friend, he imported US protein powder, initially selling it to classmates and then, with the help of simple Facebook campaigns, to more and more people.

Back then, there was no Shopify, no marketing automation: orders were processed by printed form and email. Ads on Facebook focused on comments - instead of the sophisticated conversion funnels of today.

Important keywords from this period:

• Early e-commerce experience on social media
• First campaigns with a focus on simple Facebook engagement
• Experimentation & the courage to find a niche

Step towards professionalism: store systems and brand building

As his experience grew, Denis built more and more professional stores - first with Magento, later with Shopify (now his clear favorite). In addition to functional online stores, one point was always central: professional product photos and good advertising materials. Airbnb as a photo location, models for shoots, direct testing of advertising motifs - what is standard today, he implemented from the very beginning.

What remains indispensable for sustainable stores and brands:

• Good product images and image shootings
• Powerful ads with real benefits
• Professional, trustworthy store design

Rapid financial success - and the importance of discipline in the set-up process

Even at the age of 15, Denis experienced how sales of over €8,000 were possible on peak days - with profit shares of over €1,000 a day. As a student, Denis continued his work, founded his first limited company, earned more than many graduates - and still remained true to his promise to his family to complete his studies. His advice: discipline is important, but those who give up because their first attempts fail often miss the big opportunities. Many of his ideas flopped - but with every failure, his learning curve also increased.

Key tips for young founders:

• Don't let setbacks demotivate you
• Those who see profits early are more likely to persevere
• Not every product will be a blockbuster - but you can always learn

Growth needs a team: how to scale e-commerce success

Why growth is limited without a team

Anyone who grows quickly realizes that once you reach a certain size, you can no longer do it alone. Denis relied on a team of experts with clear roles and a structured division of labor early on:

• SEO specialists for visibility in search engine rankings
• Email marketing professionals for regular customer contact
• Meta & Google advertising experts for campaign performance
• Native ads specialists for traffic outside the classic platforms

This organization made regular store launches possible and relieved the core team - the most important basic work is done in the background, everyone masters their area of expertise.

Advertising & marketing: the most important channels at a glance

The channels developed over the years:

• First Facebook (later also Instagram)
• TikTok, Snapchat and Pinterest were also added
• Native advertising (for example Taboola or Outbrain)

Despite the many possibilities, Denis advises that it is worth concentrating on the main channels. These remain:

• Google (including Shopping)
• Email marketing for existing customers
• Meta ads (Facebook, Instagram)

Advantages and disadvantages of different channels in brief:

Sales milestones and scaling

Thanks to clever organization, Denis and his team were able to lead stores to millions in sales in just a few months. The number of over 100 managed projects and several 7- and 8-figure stores are proof of how effective the structured approach is. The big league (9- or 10-figure stores) is still the next goal, but is already an absolute exception in the German store scene.

When Amazon sellers benefit from their own online store

Main benefits: Control, margin and brand building

Having your own store offers many advantages over pure Amazon sales:

• Lower fees (no 15% Amazon fee)
• Collect customer data directly, use newsletters & retargeting
• No dependence on one channel (account blocking, loss of ranking, etc.)
• Stronger brand loyalty and recognition

Three relevant KPIs for store retailers:

1. New customer acquisition costs (NCPA): What does a new customer cost?
2. Average order value (AOV): What is the average order value?
3. Customer Lifetime Value (CLTV): How much does a customer spend in a lifetime?

Prerequisite: The product must exist on the market

An online store is only worthwhile if the product already works on Amazon:

• At least 40-60 € average order value makes advertising meaningful
• Clear evidence of demand (good sales, reviews on Amazon)
• Option for cross-selling: the basic product can be usefully supplemented with other products

Be careful with one-product stores: If no repurchase or up- and cross-sell is possible, the shopping cart must be correspondingly high. Example: An expensive garden bench can work, a cheap bargain is usually unsuitable.

How much turnover is needed?

A store is worthwhile

• From € 10,000 monthly turnover often in narrow niches
• Ideal from € 50,000 - € 100,000 monthly turnover
• Important: Expectations must remain realistic, especially for products with a monthly turnover of less than €20,000 - no traffic means no turnover

Checklist: When is it worth having your own store?

• Strong Amazon business (good ratings, high demand)
• Sufficiently high margins/cart values
• Cross-selling potential or high repurchase rate
• Existing brand awareness
• Calculable advertising costs

More exit opportunities through brand value development

Investors reward brands that operate independently of Amazon. A store collects customer addresses, demonstrates repurchase and existing customer loyalty and significantly increases the value in the event of an exit. In the event of problems such as an Amazon ban, a second pillar remains. Quote that sticks in the mind:
From retailer to real brand.

OnePercent: From the Amazon brand to a successful store

What is behind OnePercent?

OnePercent accompanies Amazon sellers as they make the leap into their own store - with an all-round service:

• Setting up an online store with high conversion rates
• Tracking for all important data
• Targeted marketing via Google Ads, meta channels and email campaigns
• Individual selection of channels - always depending on product, target group and search volume

You can find all the information on the OnePercent website.

Success analysis: When does a store really make sense?

OnePercent carries out a clear analysis before every project. Sellers are openly advised as to whether a store is financially and strategically worthwhile. If you only make €2,000 in sales with niche products, you won't be given any false promises. The goal: only brands with real prospects of success are accepted.

Clean tracking & attribution as a basis for decision-making

Success in the store is measured by reliable figures. The right tracking ensures that every advertising measure remains traceable. Tools such as Triple Whale help to correctly allocate advertising costs and revenue.

Necessary tracking elements:

• Correct meta & Google Ads tracking
• Conversion tracking in the store
• Email marketing performance
• Attribution tools for comprehensive evaluation

If tracking is missing, wrong decisions are inevitable. First clean data, then optimization!

How the e-commerce market is changing - and what will be important in the future

Q4 and the coming years in online retail

Despite crises: The market continues to grow. Customers continue to shop online, only the distribution and purchasing behavior are changing. Cheap products are less popular - sought-after brands and solutions to problems remain in demand.

Practical example: Corona masks were a big hit three years ago, but are hardly relevant today. The lesson: staying on the market means recognizing trends and reacting flexibly.

The most important learning from 10 years of experience

The numbers don't lie. Denis' biggest learning sounds simple, but it's essential: successful traders know their numbers.

What should every store operator track and scrutinize regularly?

• Turnover in absolute terms and per channel
• Advertising costs per campaign
• Margins after all deductions (incl. VAT, fees)
• Repurchase rates and CLTV
• Cost structure in daily business

Anyone who ignores these key figures is managing their business blindly. Denis recommends managing finances first in simple Excel lists - first growth, then tools like Triple Whale.

Clear recommendation for sellers:

• Learn to calculate costs and gross profit
• Distinguish between gross/turnover and net (incl. all deductions)
• Never provide an advertising budget without a database

Tracking and attribution help you:

• Continuously evaluate campaigns
• Steering the marketing budget wisely
• Making decisions based on facts

Collaboration with Denis & OnePercent: How to get started

OnePercent offers a free in-depth analysis for experienced Amazon Brands (otherwise € 590). Requirements:

• You are already actively selling on Amazon and have provided your proof of concept
• Your monthly turnover should ideally be €10,000 or more
• You are ready for the next step towards brand building

How it works:
Simply make an appointment on the OnePercent website and fill out the registration form with information about your product, turnover and bestsellers. The analysis clearly shows whether a store project makes sense - and if not, you will receive an honest recommendation.

Conclusion: Your own store as the key to true independence

If you want to take the next step from Amazon seller to successful brand, you should consider the topic of online stores. More control, better margins, direct customer data - all this not only helps with growth, but also makes the business more independent and secure. Don't be discouraged if not everything works straight away. Learn to read your numbers, work with professionals and strengthen your brand sustainably.

A final tip: Stay curious, educate yourself and regularly check out new content on YouTube. If you learn from your mistakes and calculate correctly, you will be successful in online retail in the long term.