“Should I sell on Etsy or with Shopify?” is the most common question founders ask us. The short answer: it depends on what you sell and what you want to build. The long answer is right here.
Etsy: a marketplace with built-in reach
Etsy is a marketplace: millions of ready-to-buy visitors are already there, actively searching for products. You don't have to build your own reach, you just have to be found in Etsy's search.
- Strength: instant visibility, ideal for handmade goods, one-of-a-kind pieces and vintage.
- Weakness: lots of competition, fees per sale, and the customer relationship belongs to Etsy, not to you.
- Fits if: you want to start quickly, have small quantities or are still testing demand.
Shopify: your own store, your brand
Shopify isn't a marketplace but your own online shop under your domain. You build the reach yourself, but in return the brand, the data and the customer relationship belong entirely to you.
- Strength: full control over design, brand, prices and customer data, plus a better margin.
- Weakness: you have to win visitors yourself (SEO, social, regulars).
- Fits if: you're building a brand, want returning customers or sell larger quantities.
The honest fee calculation
Etsy costs you per sale: listing, transaction and payment fees add up noticeably the more you sell. Shopify costs a fixed monthly base fee plus payment fees, which work out cheaper per order as your revenue grows. Rule of thumb: at low volume Etsy is cheaper, and from a steady revenue onward Shopify pays off.
Why “both” is often the best answer
Etsy and Shopify don't rule each other out; they complement each other. Many of our customers use Etsy for reach and new customers and a dedicated Shopify shop for margin, brand and regulars. Whoever is discovered on Etsy later buys again directly in your own shop.
Etsy sells your first product to a stranger. Shopify sells your tenth product to a regular.
Not sure where to start? We set up both, individually or as one connected system, and advise you honestly on what fits your product.