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Shopify vs Etsy for Beginners: Which One Fits Your Small Business?
Etsy and Shopify are both popular with small sellers, but they work in very different ways. Etsy is a marketplace: you rent a stall in a busy mall. Shopify is a store builder: you build your own shop and bring your own customers. Neither is better in general. The right choice depends on where you are right now.
The quick comparison
| Etsy | Shopify | |
|---|---|---|
| Shoppers already there | Yes, people browse Etsy to buy | No, you need your own traffic |
| Setup effort | Low | Medium |
| Branding and design | Limited to Etsy's layout | Fully yours |
| What you can sell | Handmade, vintage, craft supplies, digital | Almost anything legal |
| Fee structure | Listing fees plus fees on each sale | Monthly plan plus payment processing |
| Customer relationship | Belongs mostly to the marketplace | Your customer list is yours |
Fees change often, so check the current numbers on each company's pricing page before you decide.
Etsy may suit you if…
- You make handmade or vintage items
- You don't have an audience yet
- You want to test whether people will buy before investing more time
Shopify may suit you if…
- You already have followers on Pinterest, Instagram or TikTok
- You want your own brand and your own customer list
- Your products don't fit Etsy's rules
- You're paying enough in per-sale fees that a monthly plan would cost less
Compare Shopify's current plans
Why many sellers use both
A common path is to start on Etsy to find buyers, then open a Shopify store so repeat customers and social media followers can buy directly. If you're at that point, read Moving from Etsy to Shopify.