Start on Etsy if you sell handmade, vintage or craft supplies and don't have an audience yet, because Etsy brings shoppers to you. Choose Shopify if you want your own brand, your own customer list and freedom over what you sell, and you're ready to bring the traffic yourself.
Many sellers don't have to pick one forever. A common path is to test products on Etsy, learn what sells, then open a Shopify store once you've got repeat buyers and a reason for them to come to you directly.
The one difference that decides most cases
Etsy is a shared shopping site full of other sellers. Shoppers go to Etsy to browse and search, and your listings sit alongside lots of other sellers. That's the big upside: people who are already in a buying mood can find you on day one, without you running ads or building a following.
The downside is that Etsy owns the relationship. The buyer is an Etsy customer first and yours second. Etsy sets the rules on what you can sell, how you can contact buyers and how your shop looks, and it can change those rules whenever it likes.
Shopify is the opposite. It's software for building your own online store on your own domain. Nobody browses Shopify looking for products, so you bring every visitor yourself, through search, social media, email or ads. In return, you own the customer list, the branding and the checkout experience.
So the real question isn't which platform is better. It's whether you need someone to bring you buyers right now, or whether you can bring them yourself.
Seven questions to answer before you choose
- What do you sell? Etsy is built around handmade items, vintage goods and craft supplies, and its seller policies set out what counts. If you sell anything outside those categories, or resell other brands, Shopify points the way.
- Do you already have an audience? If you've got followers, an email list or regular customers, Shopify lets you send them somewhere you control. If you're starting from zero, Etsy's built-in shoppers point that way.
- Do you want your own brand and email list? If building a brand people remember and emailing customers about new launches matters to you, that points to Shopify. Etsy limits how you can market to buyers outside the platform.
- How much setup time do you have? An Etsy shop can be live in an afternoon. A Shopify store takes longer, because you're choosing a theme, writing pages, setting up payments and shipping. Short on time points to Etsy.
- How would you handle traffic? If the idea of creating content, running social accounts or paying for ads fills you with dread, Etsy is the gentler start. If you enjoy marketing, Shopify rewards it.
- What are your growth plans? If you want wholesale, subscriptions, bundles or a wide catalogue, Shopify's app store gives you room to grow. If you want a steady side income from a small range, Etsy can be enough.
- How do you feel about platform rules? On Etsy, a policy change, a search update or a shop suspension can hit your sales overnight. If that worries you, a store you own on Shopify points the safer way, though it brings more responsibility.
If most of your answers point one way, that's your starting platform. If they're split, read the section on running both.
Fees, without the numbers
Both platforms change their charges from time to time and they vary by country, so I won't quote figures here. What helps more is knowing which types of cost you'll face, then checking the current fee pages before you decide.
What you pay for on Etsy
- Listing fees. A small charge each time you list an item, and again when a listing renews.
- Transaction fees. A share of each sale, usually including the shipping you charge.
- Payment processing. A charge for handling the buyer's payment through Etsy Payments.
- Offsite Ads. Etsy can advertise your listings on other sites and take a share of sales that come from those ads. It's optional for many sellers but not all, so check the current rules for your shop.
What you pay for on Shopify
- A monthly plan. You pay a subscription to keep your store running, with higher plans adding more features.
- Payment processing. A charge on each card payment, plus extra charges in some cases if you use a payment provider other than Shopify Payments.
- Apps. Many useful add-ons, like reviews, email or print on demand, have their own monthly charges.
- Themes. There are free themes, and paid themes if you want a particular look.
The pattern to notice: Etsy costs rise with every sale and listing, while Shopify has more fixed monthly costs. For a tax view of either, have a word with your accountant.
Running both
This is what I'd look at for many small sellers. Start on Etsy to get your first sales and find out which products people want. Include a thank-you card in every parcel that gives buyers a reason to follow you, such as a care guide or a discount on their next order, within Etsy's rules. Over time, build an audience you can reach without Etsy.
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Once you've got that, open a Shopify store for your best sellers and your returning customers. Shopify has apps that can connect to Etsy to sync products and orders, but what they do changes, so check the current app listings and reviews before you rely on one.
If you're thinking about print on demand for either store, my guide to choosing a print on demand app for Shopify and my roundup of print on demand companies will save you some trial and error.
Side by side
| Etsy | Shopify | |
|---|---|---|
| Who brings buyers | Etsy's own search and browsing | You, through search, social, email or ads |
| Branding | Limited to your shop page within Etsy's design | Your own domain, theme and design |
| Customer data | Etsy controls how you can contact buyers | You own your customer list |
| Setup | Quick, often the same day | Longer, with theme, pages, payments and shipping |
| Ongoing cost type | Mostly per listing and per sale | Mostly monthly, plus apps and payment processing |
| Best for | Handmade, vintage and craft supplies, sellers without an audience | Brands with an audience or a plan to build one |
Whichever you start with, good listings matter. My ChatGPT prompts for Etsy sellers will help you write titles, descriptions and marketing copy faster.
Make an ecommerce tool or app? See how to get it featured on this list.
Frequently asked questions
Is it better to sell on Etsy or Shopify?
Etsy is better if you sell handmade, vintage or craft supplies and need shoppers to find you. Shopify is better if you want your own brand and customer list and can bring your own traffic.
Can I sell on Etsy and Shopify at the same time?
Yes. Many sellers do. Shopify has apps that can connect to Etsy to sync products and orders, so check the current app listings before you choose one.
Is Shopify harder to set up than Etsy?
Usually, yes. An Etsy shop can go live quickly, while a Shopify store needs a theme, pages, payments and shipping set up before you launch.
Which has lower fees, Etsy or Shopify?
It depends on how much you sell. Etsy charges mostly per listing and per sale, while Shopify charges mostly monthly, so compare the current fee pages against your own sales.
