If you don't yet have your own audience, leverage a marketplace with a built-in audience and then migrate the product to your own site later.
Pippin Williamson of Sandhills Development ($256,000/mo) says this was critical to his success. He had no reputation, no following, no way to reach potential customers, so he used Code Canyon to build an early customer base. Once he was up and running, he migrated his products to his own site so that he could control payment terms and also keep 100% of each sale. The marketplace you choose will depend on your product. Just make sure their terms don't prevent you from selling the product on your own site.
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