Etsy vs Shopify (2026): marketplace or your own store?
Last updated June 2026 · ~6 min read
It's the classic crossroads for handmade and product sellers: list on Etsy's built-in marketplace, or run your own Shopify store? The honest answer comes down to one trade-off — traffic vs control — and the sales volume where the math flips.
The core difference
Etsy is a marketplace. It brings the buyers; you pay a commission on every sale for that reach. Shopify is a storefront. It charges almost nothing per sale beyond payment processing — but you bring all the traffic yourself, and you pay a monthly subscription for the platform.
Fees side by side
| Etsy | Shopify (Basic) | |
|---|---|---|
| Per-sale fee | ~9–11% all-in (6.5% + 3% + $0.25 + $0.20 listing) | 2.9% + $0.30 (payment processing only) |
| Monthly cost | $0 (Standard) | Subscription (plus apps you add) |
| Built-in traffic | Large, high-intent marketplace | None — you drive it |
| Branding & control | Limited (Etsy's rules & look) | Full — your brand, your data |
| Best when | You're starting out / want discovery | You have an audience / want margin & control |
Fees as of June 2026. Run your exact numbers with the Etsy and Shopify calculators.
Where the math flips
On fees alone, Shopify wins every sale — its ~3% beats Etsy's ~10%. But Shopify's monthly subscription is a fixed cost you only recover with volume, and (the big one) Etsy hands you buyers while Shopify doesn't. A Shopify store with no traffic makes $0 no matter how low the fees.
When to choose each
Choose Etsy if…
- You're starting out and need buyers now.
- You sell handmade, vintage or craft-supply items that fit Etsy's audience.
- You don't yet have a way to drive your own traffic.
Choose Shopify if…
- You already have an audience (social, email, word of mouth).
- You want full control of branding, customer data and the buying experience.
- Your volume is high enough that ~3% beats ~10% by more than the monthly cost.
Choose both if…
- You want Etsy for discovery and a Shopify store for repeat, higher-margin sales. Capture new buyers on the marketplace, then bring them home.
Run your numbers
Enter the same product into both to see the real per-sale difference, then weigh it against the traffic question:
Frequently asked questions
Is Etsy or Shopify cheaper?
Per sale, Shopify (just ~2.9% + $0.30 processing) is cheaper than Etsy (~9–11% all-in). But Shopify adds a monthly fee and no built-in traffic, so Etsy is often cheaper overall until you can drive your own visitors.
Can I sell on both?
Yes — many sellers use Etsy for discovery and Shopify for repeat, branded sales, syncing inventory between them. It's a common and effective combination.