Key takeaways
- Apps and marketplaces are good at finding new customers; they are expensive for customers who would have come back anyway.
- Direct booking only works if it is at least as easy as the app.
- The goal is not to leave the apps, but to move repeat customers to channels you own.
What do apps and marketplaces do well?
Delivery apps, beauty booking apps, holiday rental platforms and tour marketplaces bring customers who are already looking. They handle payment and often customer service, and they put you in front of people who have never heard of you. For a new business, that reach can be worth the commission.
What do they cost you?
A commission on every order, which varies by platform and agreement, and often fees for promotion inside the app. Just as important, the platform usually owns the customer relationship: you may not get contact details, you can’t easily invite them back, and the app can show them your competitors next time.
What makes direct booking work?
- Booking on your website or WhatsApp that takes as few taps as the app.
- Clear prices and availability, so customers don’t need to ask.
- A strong Google Business Profile with a booking or WhatsApp link.
- A reason to book direct: a small perk, faster service or something the app doesn’t offer.
- Reminders and offers to past customers who opted in.
How do you move customers from apps to direct?
Within each platform’s rules, make your own channels visible where customers meet you in real life: on packaging, receipts, in the salon or the rental, and on your Google profile. Some platforms restrict direct contact or off-platform offers, so check your agreement before you add inserts or messages.
Which mix suits which business?
Restaurants and cafés often keep delivery apps for reach and build direct ordering for regulars. Salons and spas use booking apps for new clients and their own booking for repeat visits, while holiday homes rely on the big platforms and win direct bookings from returning guests. Track cost per order on every channel.