Global online marketplace for handmade, vintage, and craft items with built-in buyer community.
Artisans, handmade creators, vintage resellers, and niche craft businesses seeking established customer traffic
Flexible e-commerce platform enabling merchants to build branded online stores with advanced features.
Brand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
Etsy is a curated marketplace ideal for handmade and vintage items with built-in traffic, while Shopify is a customizable e-commerce platform suited for brands wanting full control and scalability. Etsy charges lower fees but limits customization, whereas Shopify offers more flexibility with higher baseline costs.
Choose Etsy if you sell handmade, vintage, or craft items and want access to established buyer traffic with minimal upfront investment. Select Shopify if you're building a branded business, need extensive customization, or plan significant scaling with lower per-transaction costs.
Choose Etsy if
Artisans, handmade creators, vintage resellers, and niche craft businesses seeking established customer traffic
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| Metric | Etsy | Shopify | Diff |
|---|---|---|---|
| Active Buyers(millions) | 81.9 million (2020) | — | — |
| Q1 2026 GMS(billions USD) | $2.38-2.43 billion | — | — |
| Year-over-Year Growth(percent) | 2-4% growth Q1 2026 | — | — |
| Transaction Fee Rate(%) | 10.4% | 3.89% |
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Choose Shopify if
Brand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
| +167% |
| Monthly Costs at 100 Sales ($50/item)(USD) | $520 | $214 | +143% |
| Base Monthly Subscription (Starter Plan)(USD) | $0 | $29 | -100% |
| Listing Renewal Fee(USD per listing) | $0.16 | Included in subscription | — |
| Product Variant Limit(variants) | 70 variants max | Unlimited | — |
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 | — |
| Available App Integrations(apps) | Limited marketplace integrations | 8,000+ | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | Self-driven traffic | — |
| Monthly Base Cost(USD) | Free (listing fees apply) | $29-$399 | -100% |
| Transaction Fee Percentage(%) | 6.5% | 2.9% | +124% |
| Payment Processing Fee(percent) | $0.20 | $0.30 | -33% |
| Annual Marketplace Visitors(billions) | 1.7 billion | Self-generated | — |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | Extensive (9/10) | -67% |
| Available Apps/Extensions(count) | 2,000+ | 10,000+ | -80% |
| Payment Methods Supported(count) | 15+ | 100+ | -85% |
| Active Stores | 4.6 Million+ | 4.6 Million+ | — |
| Global Market Share(%) | 27% | 27% | — |
| Platform Transaction Fees(%) | 2.0% (third-party gateways) / 0% (Shopify Payments) | 2.0% (third-party gateways) / 0% (Shopify Payments) | — |
| Available Apps/Plugins(count) | 13,000+ | 13,000+ | — |
| Average Conversion Rate (Desktop)(%) | 1.4% | 1.4% | — |
| Average Conversion Rate (Mobile)(%) | 1.2% | 1.2% | — |
| Starting Monthly Price(USD) | $39 | $39 | — |
| Top Tier Plan Price(USD/month) | $399 | $399 | — |
| Design Templates Available(count) | 100+ | 100+ | — |
| App Integrations(count) | 8,000+ | 8,000+ | — |
| Annual Cost (Base Plan)(USD/year) | $468 | $468 | — |
| Starting Monthly Cost(USD) | $39/month | $39/month | — |
| Product Variation Limit(variations per SKU) | 2,000+ | 2,000+ | — |
| Payment Gateway Options(count) | 140+ integrations supported | 140+ integrations supported | — |
| Transaction Processing Fee(percent) | 0% (on Shopify Payments) | 0% (on Shopify Payments) | — |
| Available Templates(count) | ~300 (optimized for sales) | ~300 (optimized for sales) | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | Unlimited | — |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | 2.9% + $0.30 | — |
| Built-in Customer Base(millions) | Zero (must generate own traffic) | Zero (must generate own traffic) | — |
| Average Time to First Sale(days) | 30-90 days (with marketing) | 30-90 days (with marketing) | — |
| Brand Customization Level(scale 1-10) | Complete (10/10) | Complete (10/10) | — |
| Customer Data Access(percentage) | 100% direct access to customer emails and data | 100% direct access to customer emails and data | — |
| Setup Time to Live Store(days) | 7-14 days | 7-14 days | — |
| Available Apps & Integrations(count) | 6,000+ apps | 6,000+ apps | — |
| Checkout Conversion Rate(%) | 3.2-3.5% | 3.2-3.5% | — |
| Platform Uptime SLA(%) | 99.99% | 99.99% | — |
All figures sourced from publicly available data. Last updated May 2026.
Etsy
Marketplace (seller community)
Shopify
SaaS platform (independent stores)🏆
Etsy
$0 (pay-per-listing)🏆
Shopify
$29-$399 (subscription plan)
Etsy
6.5% + $0.20 per transaction
Shopify
2.9% + $0.30 per transaction🏆
Etsy
Limited (fixed templates)
Shopify
Extensive (themes & code)🏆
Etsy
Yes (1.7B annual visitors)🏆
Shopify
No (requires marketing)
Etsy
500M+ active listings🏆
Shopify
Individual storefronts
Etsy
Limited (Etsy branding)
Shopify
Full control (white-label)🏆
Etsy
Medium (marketplace limits)
Shopify
High (unlimited growth)🏆
Etsy is better for absolute beginners due to zero monthly fees and built-in customer base. However, Shopify may be preferable if you're starting a branded business and can invest $29/month, as it offers more long-term control and growth potential.
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| Attribute | Shopify | |
|---|---|---|
| Active Buyers(millions) | 81.9 million (2020) | — |
| Active Sellers(millions) | Undisclosed | — |
| Active Listings(billions) | Undisclosed | — |
| Q1 2026 GMS(billions USD) | $2.38-2.43 billion | — |
| Primary Seller Type | Artisans and creative entrepreneurs | — |
| Year-over-Year Growth(percent) | 2-4% growth Q1 2026 | — |
| Product Category Focus | Handmade, vintage, crafts only | — |
| Market Position | Niche specialist leader | — |
| Transaction Fee Rate(%) | 10.4% | 3.89% |
| Monthly Costs at 100 Sales ($50/item)(USD) | $520 | $214 |
| Base Monthly Subscription (Starter Plan)(USD) | $0 | $29 |
| Listing Renewal Fee(USD per listing) | $0.16 | Included in subscription |
| Transaction Fee Percentage(%) | 6.5% | 2.9% |
Show 6 more attributesPlatform Transaction Fees(%) 2.0% (third-party gateways) / 0% (Shopify Payments) — Starting Monthly Price(USD) $39 — Top Tier Plan Price(USD/month) $399 — Annual Cost (Base Plan)(USD/year) $468 — Starting Monthly Cost(USD) $39/month — Transaction Processing Fee(percent) 0% (on Shopify Payments) — | ||
| Product Variant Limit(variants) | 70 variants max | Unlimited |
| Available App Integrations(apps) | Limited marketplace integrations | 8,000+ |
| Design Templates Available(count) | 100+ | — |
| Enterprise Plan Available(yes/no) | Yes ($2,300+/month) | — |
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | Self-driven traffic |
| Monthly Base Cost(USD) | Free (listing fees apply) | $29-$399 |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | — |
| Payment Processing Fee(percent) | $0.20 | $0.30 |
| Annual Marketplace Visitors(billions) | 1.7 billion | Self-generated |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | Extensive (9/10) |
| API Control & Headless Capability | Good GraphQL API; limited headless options | — |
| Available Apps/Extensions(count) | 2,000+ | 10,000+ |
| App Integrations(count) | 8,000+ | — |
| Payment Gateway Options(count) | 140+ integrations supported | — |
| Suitable Product Categories(primary focus) | Handmade, vintage, craft | All product types |
| Payment Methods Supported(count) | 15+ | 100+ |
| Active Stores | 4.6 Million+ | — |
| Global Market Share(%) | 27% | — |
| Available Apps/Plugins(count) | 13,000+ | — |
| Available Apps & Integrations(count) | 6,000+ apps | — |
| Average Conversion Rate (Desktop)(%) | 1.4% | — |
| Average Conversion Rate (Mobile)(%) | 1.2% | — |
| Checkout Conversion Rate(%) | 3.2-3.5% | — |
| Hosting Model | Fully Managed SaaS | — |
| Data Portability | Limited export; difficult migration | — |
| AI/Automation Optimization | Native AI-driven commerce agents built-in | — |
| Support Channels(channels) | Phone, Email & Chat | — |
| Product Variation Limit(variations per SKU) | 2,000+ | — |
| Multi-Currency Support(currencies) | 200+ | — |
| Design Customization Entry Point(coding knowledge required) | Advanced (Liquid code access) | — |
| Implementation Complexity | Low; point-and-click setup | — |
| Available Templates(count) | ~300 (optimized for sales) | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | — |
| Product Listing Limits(count) | Unlimited products | — |
| Built-in Customer Base(millions) | Zero (must generate own traffic) | — |
| Average Time to First Sale(days) | 30-90 days (with marketing) | — |
| Brand Customization Level(scale 1-10) | Complete (10/10) | — |
| Customer Data Access(percentage) | 100% direct access to customer emails and data | — |
| Setup Time to Live Store(days) | 7-14 days | — |
| Platform Uptime SLA(%) | 99.99% | — |
| Built-in Enterprise Features | Moderate; app-dependent for advanced needs | — |
| Ideal Business Size(GMV) | $0-20M GMV (optimal fit) | — |
Side-by-side comparison of numeric attributes