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For makers of handmade, vintage, and digital goods, “Where should I sell?” is no longer a single‑choice question. Etsy and Shopify each shine in different areas, and many successful sellers run both stores side by side. Below, we’ll compare core features—traffic, branding, costs, marketing, and operations—so you can decide between Etsy vs Shopify. Or perhaps you’ll find that a blend of the two best fits your growth plan.
Built‑In Traffic vs. Self‑Made Traffic
Etsy’s 95‑million‑plus shopper base means a brand‑new listing can land its first sale without paid ads. That marketplace exposure is the main reason many artisans start there. Shopify, by contrast, brings zero organic traffic. You must drive visitors to your site through social media, email, SEO, or ads. Yet once a buyer lands on your Shopify store, the space is all yours. No competitor thumbnails to steal the sale.
Best for you if:
- You need immediate exposure and low upfront cost → Start on Etsy.
- You want a branded, distraction‑free storefront → Add Shopify.
Branding & Design Freedom
Etsy offers limited customization: banner, logo, and photos. Shopify hands you full creative control—themes, fonts, color palette, even a custom domain and checkout flow, which is ideal for premium branding and storytelling.
Best for you if:
- A highly curated brand experience drives your pricing power → Lean on Shopify.
- You want built-in traffic and easier discoverability → Keep Etsy in the mix.
What Will It Cost? (Spoiler: It Depends on Volume)
The chart below compares Etsy and Shopify fees across four categories: listing fees, transaction fees, payment processing, and monthly plans.
In addition to the fees listed in the chart above, Etsy also charges an extra fee on orders generated through Offsite Ads. This program is mandatory for shops that have made $10,000 or more in sales over the past 365 days. To learn more, visit How Etsy’s Offsite Ads Work in the Etsy Help Center.
If you list hundreds of SKUs, Shopify’s flat monthly fee can beat Etsy’s per‑listing model. Smaller catalogs often pay less on Etsy.
Marketing Muscle
On Etsy, SEO (tags, titles, attributes) and optional Etsy Ads push you into the shoppers’ view. Shopify demands you become your own traffic engine, yet the app marketplace grants sophisticated email, SMS, and social‑commerce tools. eRank’s Keyword Tool helps with both: use Etsy‑optimized phrases for marketplace visibility and then tweak them for Google to lift your Shopify pages.
Operational Depth
Etsy covers the basics—digital downloads, shipping labels, and two variant options. Shopify scales further: unlimited SKUs, built‑in POS hardware, and wholesale apps. If you envision pop‑up events, custom variants, or B2B orders, Shopify’s infrastructure can future‑proof your shop.
Etsy vs Shopify: Which One Is “Best”?
- Etsy alone is best when you’re new, budget‑conscious, or focused on marketplace discovery.
- Shopify alone fits established brands with strong marketing funnels and a need for full design control.
- Both together deliver the most balanced strategy. Etsy feeds a steady stream of new customers, while Shopify converts them into loyal, repeat buyers under your own branded roof.
How a Dual‑Channel Workflow Looks
- Launch new designs on Etsy to gauge demand fast.
- Tag, track, and analyze top‑performing listings with eRank.
- Move proven winners to Shopify, where you keep more profit per sale.
- Collect emails with an offer of a discount code on Etsy.
- Direct buyers to your Shopify site for future launches via packaging inserts or thank‑you messages, as well as direct emails (see #4).
- Continue monitoring and optimizing SEO for both stores using a saved eRank Keyword Lists for each.
Check out the blog article to learn How to Harness the Power of Keyword Lists on eRank.
Charting Your Multi‑Platform Growth
No single platform owns the title of “best for handmade sellers.” The answer depends on your current goals—and when and if they evolve. Start where you gain traction quickest (often Etsy), then layer in Shopify when brand control and higher margins become priorities. With eRank supplying data‑driven keywords and trend insights, you can thrive on either site—or both—without guessing where shoppers will show up next. Happy multi-platform selling!
