As a business owner I can tell that a business can be pretty successful with just a Facebook page, an Instagram profile and Whatsapp as a contact channel. No website needed.

Unfortunately, websites cannot compete with aggregators. It's not about tech, it is about people.

Aggregators have the only thing a business need to thrive: people. If you have a "private website", you need to drive people to it, but if you have an account on a platform, people are already there.

This is why more and more businesses rely on aggregator instead of having a "private website".