Shopify vs. Etsy: Which platform is best for your business? [2025]
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Choosing the right platform to sell your products can be a make-or-break decision for your business. With so many options out there, narrowing it down to Shopify or Etsy is already a step in the right direction—but how do you know which one is the perfect fit for you?
In this comprehensive guide, we will delve into the key features that differentiate Shopify and Etsy. We’ll explore each platform’s ease of use, pricing structures, and how each one connects you to potential customers. Plus, we’ll show you how Gelato integrates effortlessly with both platforms, simplifying your production and global distribution of custom-made products.
Main takeaways from this article:
Shopify allows you to sell a wider range of products, while Etsy is tailored to selling handmade, vintage, and craft items.
Etsy features a built-in audience for niche products, whereas Shopify relies on your marketing efforts to drive traffic to your store.
Etsy's fees are based on listings and transactions, whereas Shopify charges a subscription fee with additional transaction fees.
Shopify is ideal for those who want extensive customization and scalability, whereas Etsy is great for individual sellers or small businesses looking for a straightforward setup.
Shopify vs. Etsy: A quick overview
Understanding how Shopify and Etsy compare in terms of their specific features can save you valuable time. Here's a quick rundown to help you see which platform might be a better fit for your business goals:
Products:
Shopify: Offers flexibility in selling a wide range of products, from physical to digital goods.
Etsy: Primarily focused on handmade, vintage, and craft items, limiting product types.
Target audience and market potential:
Shopify: Gives you control over building your brand and attracting a broad, global audience.
Etsy: Provides instant access to a niche market of shoppers looking for handmade or unique products.
Pricing:
Shopify: Monthly subscription plans with additional costs for apps and payment fees.
Etsy: No subscription fee, but charges listing fees, transaction fees, and payment processing fees.
Ease of use:
Shopify: This is a user-friendly platform, but setup may require more time for customization.
Etsy: Easy to start and navigate, ideal for beginners without tech experience.
Customer support:
Shopify: 24/7 support via chat, phone, and email with robust resources and community forums.
Etsy: Offers email support and community forums but lacks 24/7 live assistance for Etsy users.
Marketing tools:
Shopify: Includes advanced marketing features like email campaigns and abandoned cart recovery.
Etsy: Limited built-in marketing tools but integrates with social media platforms for promotion.
SEO and traffic generation:
Shopify: Gives you full control over SEO to drive organic traffic to your site.
Etsy: Handles SEO and drives traffic, but competition with other sellers is high.
Store customization:
Shopify: Fully customizable, allowing you to design a store that reflects your brand.
Etsy: Customization options are limited to pre-designed templates with minimal tweaks.
Analytics:
Shopify: Provides in-depth analytics and reporting to track sales, traffic, and customer behavior.
Etsy: Basic analytics included, with more detailed insights available through paid options.
Sales tools:
Shopify: Comprehensive sales tools, including inventory management, discounts, and more.
Etsy: Basic sales tools that cater to smaller operations with fewer advanced features.
Shipping and fulfillment:
Shopify: Integrated shipping options with third-party fulfillment support and carrier discounts.
Etsy: Offers easy shipping tools but limited fulfillment and global shipping options.
Payment processing:
Shopify: Supports multiple payment gateways, including Shopify Payments.
Etsy: Etsy Payments is the default option, with limited payment gateways outside of it.
Security:
Shopify: Robust security features, including SSL certificates and PCI compliance.
Etsy: Secure platform, but offers fewer customizable security options than Shopify.
Scalability:
Shopify: Highly scalable, perfect for businesses looking to grow and expand globally.
Etsy: Best suited for smaller-scale operations or hobbyists rather than fast-scaling businesses.
International selling:
Shopify: Built-in support for multi-currency and multi-language stores for global reach.
Etsy: Etsy supports international shipping but has limited tools for global expansion.
Detailed comparison of Shopify vs. Etsy
Let's examine the unique features and benefits of Shopify and Etsy in more detail so you can determine which platform best aligns with your business goals and needs.
Products
The Etsy marketplace is designed to offer custom or handmade goods, vintage items, and craft supplies.
Shopify users can sell pretty much anything they'd like. Since ecommerce platforms like Shopify are geared toward helping retailers sell goods from their websites, a Shopify store can offer clothing, jewelry, food, and everything in between.
While some Shopify stores offer handmade goods or craft supplies, they're not required to stick to the same niches as Etsy sellers. Shopify is a good choice if you want to offer both custom and non-custom products.
Which platform wins?
Shopify takes the lead with its greater flexibility, allowing shops to sell a wider variety of products beyond custom or handmade goods.
Target audience and market potential
When considering the target audience and market potential, both Shopify and Etsy offer unique advantages tailored to different types of sellers. Shopify excels at giving sellers the tools to build and customize their own brands. It’s ideal for businesses looking to grow and scale by reaching a diverse, global audience.
Etsy, on the other hand, is a marketplace designed with creators in mind. It's the go-to platform for anyone selling handmade, vintage, or craft items. The beauty of Etsy lies in its built-in audience; millions of shoppers come to Etsy specifically looking for one-of-a-kind, artisanal products.
Which platform wins?
It depends! If you’re seeking to build a highly customized brand and are willing to invest in your own marketing, Shopify is your best bet. If you prefer immediate access to a large audience and community, Etsy comes out on top.
Pricing
Another critical factor to consider is that Shopify and Etsy use different pricing models. Let's take a closer look at each.
How much does Shopify cost?
Shopify has three basic subscription options, all of which you can try for free for three days or $1/ month for your first three months. After that, you'll begin paying for the plan of your choice on either a monthly or yearly basis, which will save you 25%.
As we compare Shopify plans, remember that each has several different fees associated with it. All plans include a subscription fee and a payment processing fee.
Basic Shopify plan: $39/month, 2.9% + 30¢ per transaction
Shopify: $105/month, 2.6% + 30¢ per transaction
Advanced: $399/month, 2.4% + 30¢ per transaction
While these prices may seem steep, check out each plan's features. For the right ecommerce business, they may be worth the trade-off.
How much does Etsy cost?
Unlike Shopify, Etsy does not charge a monthly subscription fee, though the online marketplace does offer two optional upgrade options. While both are worth looking into, it's entirely possible to get an Etsy shop up and running without either.
The first is Etsy Plus, which you can upgrade to for $10/month to enjoy more customization options and online marketing features. The second is Etsy Pattern, which allows you to build a website that features your listings under your own domain name for $15/month.
If you choose to forgo your domain and offer your products for free in the creative marketplace, you should be aware of the fees Etsy charges. These include:
Listing fees: Each Etsy listing costs $0.20 to add to your store and remains active for four months unless it sells before then. An additional $0.20 listing fee will be charged to renew Etsy listings after they expire or to add more of the same product after each sale.
Transaction fees: While Etsy pricing doesn't include a subscription fee, you will be charged transaction fees for each sale. Each time a customer purchases, Etsy charges a transaction fee of 6.5% of the product's total value.
Payment processing: While Etsy fees can vary based on bank location, you'll be charged 3% + $0.25 in payment processing fees for all transactions in the US.
Which platform wins?
When it comes to pricing, Etsy surpasses Shopify with its lower upfront costs and simpler fee structure, making it a budget-friendly option for many sellers.
Ease of use
Both Shopify and Etsy make it easy to get your online store up and running. Shopify offers an online store builder that makes creating and launching your own store easy.
The Shopify app store also offers thousands of integrations, while Shopify POS offers retail businesses an easy way to manage everything from staff to inventory. Overall, Shopify offers a wide range of resources and is very user-friendly, as the platform will walk you through the entire process.
Setting up an Etsy store is even more straightforward. You can create an account with your Google, Facebook, or Apple account and get started right away.
Which platform wins?
Etsy wins in the ease of use category thanks to its straightforward setup process. You can create an account and start selling with just a few clicks.
Customer support
Customer service is an incredibly important consideration to make, regardless of the platform you use to start selling online. There's nothing worse than finding out your customer base is experiencing issues and having no idea how to fix them.
Luckily, both Shopify and Etsy have your back when it comes to customer support. Shopify offers resources like:
24/7 chat, phone, and email support
Etsy also offers support for online stores through several different contact options and resources. Find the answers you need with options such as:
Chat, phone, and email support
Which platform wins?
Shopify is slightly ahead of the curve with its extensive 24/7 support options and a global community of experts ready to assist.
Marketing tools
Another important consideration when choosing between Shopify vs. Etsy is the marketing tools each platform offers. While online selling can be very lucrative, it's also a very competitive business that can hinge largely on a seller's marketing and advertising efforts.
You can always launch your own advertising campaigns with tools like Google Ads or Facebook Ads. However, Shopify shines in this area in terms of app integrations.
The platform offers countless marketing apps and resources designed to help with search engine optimization, sending out email marketing materials, social media advertising, and more. Even if you stick to a basic Shopify account, you can still enjoy free advanced Shopify features such as marketing automation, a free SSL certificate, abandoned cart recovery, and more.
When it comes to the marketing materials available on Shopify compared to those you'll find on Etsy, things are more limited yet incredibly straightforward. You'll find a "Marketing" tab under the Store Manager menu in your Etsy store that will give you several options.
You can connect various social media platforms to the Etsy marketplace, enabling you to create and share product ads right from your storefront. You can also create discounts or promo codes for your products.
You can also sign up for Etsy Ads, a paid advertising option that allows you to run ads within the Etsy marketplace. Etsy also automatically runs off-site advertising around products from certain Etsy stores in exchange for a percentage of sales they generate.
Which platform wins?
Shopify beats Etsy due to its vast customization options, ability to integrate with multiple marketing tools, and robust analytics capabilities, making it a versatile choice for growing businesses.
SEO and traffic generation
SEO and traffic generation are key elements to consider when selecting an ecommerce platform. Shopify offers a variety of powerful SEO tools to help enhance your online presence and drive traffic to your store. You can easily customize meta tags, URLs, and image alt texts.
Etsy primarily relies on its own built-in SEO to drive traffic to your store. The platform has a strong domain authority, ensuring that your shop and products benefit from Etsy's overall SEO performance. You can focus on optimizing your product titles, descriptions, and tags, but Etsy manages other SEO elements like meta descriptions and URL structures.
Which platform wins?
If you're looking for more control and advanced SEO capabilities, Shopify takes the crown in this category. Etsy, while strong in its own right, limits your ability to optimize for search engines fully.
Store customization
Customization involves designing your website or storefront in ways that are unique to your own brand. Incorporate your brand logos, colors, and fonts to make your storefront instantly recognizable to your established customer base.
Since ecommerce platforms are designed to provide tools for running your standalone online store, it's no surprise that Shopify offers an excellent range of themes to help you build your customizable website. Shopify also integrates with plenty of third-party apps and offers rearrangeable layouts, while a mobile app lets you manage your store from anywhere.
Etsy also offers several integration options and the ability to manage your store from the Etsy app. Similar to other online marketplaces like Amazon, it offers little customization outside of the ability to upload your profile photo or cover image.
That's why using high-quality images in all your listings is imperative to attracting customers and setting yourself apart from the competition.
Which platform wins?
If you want extensive customization and flexibility, Shopify has the edge. However, if ease of setup and a built-in audience are more important, Etsy takes the crown.
Analytics
Analytics allow you to track your sales and get a behind-the-scenes look at your store's visitors. They can give valuable insights into customer behavior and helpful hints for retaining and attracting customers.
Both Shopify and Etsy offer great analytics tools that are worth familiarizing yourself with once you start selling. Shopify's analytics and reports offer vital data, such as visitor and sales tracking and custom reports, if you upgrade to Advanced Shopify.
Etsy offers access to key metrics such as store visits, orders, conversation rates, and more with Etsy Stats. Additionally, Etsy's Search Analytics is a great marketing tool that can give you insights into where your sales are coming from and which marketing materials are performing the best.
Which platform wins?
Shopify has an edge over Etsy with its advanced analytics and custom reports, making it ideal for scaling businesses.
Sales tools
When it comes to sales tools, Shopify excels with a robust set of basic to advanced tools. The platform includes tools for product listing, shipment preparation, and order tracking. With Shopify POS (Point of Sale), you can easily manage both online and offline sales. The platform also integrates easily with third-party apps, enabling you to add features like loyalty programs, upselling tools, and customer relationship management (CRM) solutions.
Etsy's emphasis on the marketplace experience means its sales tools are more standardized and designed to cater to the needs of its unique seller community. The platform provides essential tools for listing products, preparation of shipments, and tracking orders. Etsy offers built-in analytics like conversion rates and customer insights, which help sellers optimize their store's performance.
Which platform wins?
Shopify comes out on top in this category thanks to its extensive and versatile sales tools, making it a better option for scaling businesses that require advanced features and integrations.
Shipping and fulfillment
These two are crucial aspects of running a successful ecommerce business, and both Shopify and Etsy provide several options to meet your needs.
With Shopify Shipping, you get discounted rates with major carriers like USPS, UPS, and DHL. The platform also offers Shopify Fulfillment Network, which handles storage, packing, and shipping for you, ensuring faster delivery times and lower shipping costs.
Etsy merchants can also benefit from various shipping solutions. Etsy provides discounted shipping labels so you can integrate your store with fulfillment services like Shipstation and Amazon's FBA for smooth order processing. However, Etsy's native shipping features are not as comprehensive as Shopify's, and you might find them a bit limiting if you're trying to scale your business.
Which platform wins?
Shopify stands out in this category due to its robust shipping features, extensive carrier partnerships, and fulfillment network that offers greater convenience and cost savings for businesses of all sizes.
Payment processing
Regardless of what type of products you choose to sell online, make sure you offer your customers easy payment options. If you opt for a Shopify store, you can use Shopify Payments to accept all major credit cards.
You'll also have the option to accept accelerated payments from PayPal, Google Pay, Amazon Pay, and Apple Pay. Third-party payment processors can even be integrated to accept payments in other forms, including cryptocurrency.
While Etsy's payment processing capabilities don't allow users to integrate third-party providers, they offer plenty of payment options for your customers. Etsy Payments works with all major credit cards: Apple Pay, Google Pay, Paypal, and more.
Which platform wins?
Shopify leads in payment processing due to its versatile options, including third-party integrations and support for accelerated payments like Google Pay and Apple Pay.
Security
When selling online, security is paramount to ensure customer trust and safeguard your transactions. Shopify offers robust security features, including PCI DSS compliance, SSL certificates, and advanced fraud analysis tools. These measures help protect sensitive customer information and payment data, providing peace of mind to both sellers and buyers.
Etsy also takes security seriously. The platform provides SSL encryption for all transactions and two-factor authentication for accounts. Etsy's payment system, Etsy Payments, is secure and compliant with international standards to ensure that customers' financial information is protected during every transaction.
Which platform wins?
Shopify takes the cake due to its advanced fraud detection and broader PCI DSS compliance, making it a more comprehensive solution for large-scale ecommerce operations.
Scalability
Scalability is the art of expanding your customer base as your business grows. This may be less of a concern if you plan to sell handmade goods that take a great deal of time to create. If you want to start selling print on demand products like wall art, customized cards, or apparel, pay attention!
A Shopify store may be the way to go if you want to attempt to scale an online store from your own website over time. You'll find far more customization choices, app integrations, and subscription tier options on Shopify vs. Etsy.
While an Etsy store can be great for selling vintage items or print on demand products, there may come a point when you outgrow its limited customization tools, transaction fees, and listing fees. At that point, it's worth doing the math to see if you're pulling in enough revenue to justify opting for a Shopify subscription or at least an upgrade to Etsy Pattern.
Which platform wins?
Shopify is the best option due to its extensive customization options, app integrations, and flexible subscription tiers, which are perfect for growing businesses.
International selling
Breaking into international markets can expand your customer base, and both Shopify and Etsy offer tools to facilitate global selling.
Shopify provides robust international selling capabilities. With built-in tools like Shopify Payments, you can easily accept multiple currencies. Shopify also supports various local payment options and offers translated storefronts for a smooth customer experience.
Etsy also offers features to support global sales, such as currency conversion and international shipping options. The platform automatically displays product prices in local currencies, reducing friction for international buyers. Selling internationally on Etsy can be especially effective for niche products that appeal to specific audiences worldwide.
Which platform wins?
Shopify wins here because of its extensive customization options and a wider array of tools designed specifically for global commerce.
Shopify vs. Etsy: What's right for your online store?
Choosing the right platform for your online store is critical to its success. Below are key points to consider when determining which platform is the best fit for your business:
Type of products: Shopify allows you to sell a broader range of products, whereas Etsy focuses on handmade and vintage items.
Customization options: Shopify offers more extensive customization options, giving you greater control over your store’s appearance.
Market reach: Etsy’s built-in marketplace connects you with millions of buyers, while Shopify requires driving your own traffic.
Pricing: Etsy has lower upfront costs but higher transaction fees, whereas Shopify requires a monthly subscription but has lower transaction fees.
Scalability: Shopify is generally better for scaling your business due to its advanced tools and app integrations.
Note: Gelato's smooth integration with both platforms helps you efficiently manage production and global distribution for custom products.
Grow your Shopify store or Etsy shop with Gelato
Shopify and Etsy can each bring their unique strengths to your online business. While Shopify excels in customization and scalability, Etsy offers a simplified, marketplace-driven approach. But no matter which platform you choose, Gelato makes it easy to manage and fulfill orders for print on demand products with ease.
Gelato integrates effortlessly with both Shopify and Etsy, providing global production and shipping solutions to streamline your operations. These powerful integrations enable ecommerce business owners like you to produce and ship custom products locally, reducing delivery times and costs.
Our platform offers everything from custom wall art to personalized apparel, helping you maintain a high-quality brand experience at scale. With automated order management and flexible subscription plans, Gelato has you covered with all you need to grow your store efficiently.
Don't wait to maximize your business potential. Sign up for Gelato now to get started today!
FAQs
Is it cheaper to sell on Etsy or Shopify?
It's generally cheaper to start selling on Etsy due to lower upfront costs and no monthly fees. However, as your sales volume increases, Shopify may become more cost-effective for scaling your business despite its higher initial fees, thanks to its robust features and lower transaction fees.
Should I sell on both Shopify and Etsy?
Yes! Selling on both Shopify and Etsy can diversify your online presence, tapping into different audiences and maximizing reach. By leveraging the strengths of each platform, you create more opportunities for your business to thrive, whether you're focusing on custom items or other products.
When to switch from Etsy store to Shopify?
Switch to Shopify from Etsy when you outgrow Etsy's limitations, like the high fees and limited customization. If your business needs scalability, advanced marketing tools, and a standalone brand presence, Shopify offers greater control and flexibility for long-term growth.
Do you need a business license to sell on Etsy or Shopify?
No, you don't need a business license to sell on Etsy or Shopify. However, local laws might require it. Always check with your local government to understand the specific legal requirements in your area for operating an online business.