"Should I sell on Amazon or build my own website?" I get this question from manufacturers 3-4 times every week. Last month, a furniture manufacturer asked me the same thing. "Bhupinder, we have ₹2 lakhs to invest in going online. Should we launch on Amazon or build our own D2C website?" I showed him the math. His decision changed in 10 minutes. Not because one option is universally better—but because the right answer depends on where you are RIGHT NOW. Let me break down the e
