software
Etsy vs Shopify: Complete Platform Comparison
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.
Etsy
Specialized marketplace with 4.7 million sellers offering handmade, vintage, and unique artisanal products.
Artisans, handmade creators, vintage resellers, and niche craft businesses seeking established customer traffic
Score63%
VS
S
Shopify
Fully managed cloud-based e-commerce platform with integrated payments and hosting.
Brand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
Score63%
Quick Answer
AI SummaryEtsy 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.
Our Verdict
AI-assistedChoose 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.
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Etsy
6.7/10
Shopify
8.3/10
S
Choose Etsy if
Artisans, handmade creators, vintage resellers, and niche craft businesses seeking established customer traffic
S
Choose Shopify if
Best pickBrand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
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Key Differences at a Glance
- Business Model:✓ Shopify wins(SaaS platform (independent stores) vs Marketplace (seller community))
- Monthly Base Cost:✓ Etsy wins($0 (pay-per-listing) vs $29-$399 (subscription plan))
- Transaction Fees:✓ Shopify wins(2.9% + $0.30 per transaction vs 6.5% + $0.20 per transaction)
Key Facts & Figures
87 numeric metrics compared
| Metric | Etsy | Shopify | Ratio |
|---|---|---|---|
| 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(percentage + fixed fee) | 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 | — |
| Product Variant Limit(variants) | 70 variants max | Unlimited | — |
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 | — |
| Available App Integrations(count) | Limited marketplace integrations | 8,000+ apps | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | Self-driven traffic | — |
| Monthly Base Cost(USD) | Free (listing fees apply) | $29-$399 | |
| Transaction Fee Percentage(%) | 6.5% | 2.9% | |
| Payment Processing Fee(%) | $0.20 | 2.9% + $0.30 (Shopify Payments) | |
| Annual Marketplace Visitors(billions) | 1.7 billion | Self-generated | — |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | Extensive (9/10) | |
| Available Apps/Extensions(count) | 2,000+ | 10,000+ | |
| Payment Methods Supported(count) | 15+ | 100+ | |
| Total Active Product Listings(millions) | 94 million | — | — |
| Number of Active Sellers(millions) | 4.7 million | — | — |
| Standard Shipping Time (Domestic)(days) | 3-7 days | — | — |
| Return Window(days) | 14-30 days (varies) | — | — |
| Prime/Premium Subscription Cost(USD/year) | $20/year (Etsy Plus optional) | — | — |
| Average Customer Rating System(stars) | 4.6/5 average seller rating | — | — |
| Mobile App Downloads(millions) | 280 million downloads | — | — |
| Handmade/Artisanal Product Percentage(%) | 85%+ handmade/vintage | — | — |
| 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) | $29 | $29 | |
| Top Tier Plan Price(USD/month) | $399 | $399 | |
| Design Templates Available(count) | 200+ templates | 200+ templates | |
| App Integrations(count) | 8,000+ | 8,000+ | |
| Annual Cost (Base Plan)(USD/year) | $468 | $468 | |
| Per-Transaction Commission(%) | 0% | 0% | |
| Accessible Customer Base(millions) | 0 (self-driven) | 0 (self-driven) | |
| Setup Time to First Sale(weeks) | 1-3 days | 1-3 days | |
| Brand Control Score(scale 1-10) | 9-10 (full) | 9-10 (full) | |
| App/Integration Ecosystem(apps) | 4,600+ | 4,600+ | |
| Annual Account Suspension Risk(%) | ~0.01% | ~0.01% | |
| Typical Seller Monthly Revenue Threshold(USD) | $5,000+ (lower barrier) | $5,000+ (lower barrier) | |
| Product Variation Limit(variations per SKU) | 2,000+ | 2,000+ | |
| 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(percent) | 99.99% | 99.99% | |
| Developer Cost (Hourly)(USD/hour) | $100-150 (optional) | $100-150 (optional) | |
| Market Share(%) | ~30% of all online stores | ~30% of all online stores | |
| Free Plan Cost(USD/month) | $5 (Starter plan minimum) | $5 (Starter plan minimum) | |
| Supported Sales Channels(count) | 10+ (online store, POS, social, marketplace, B2B, wholesale) | 10+ (online store, POS, social, marketplace, B2B, wholesale) | |
| Starting Price(USD/month) | $5 (Starter Plan) | $5 (Starter Plan) | |
| Monthly Base Cost (Starter Plan)(USD) | $5-39 (all-inclusive) | $5-39 (all-inclusive) | |
| Initial Setup Time(hours) | Hours to 1 day | Hours to 1 day | |
| Maximum Plan Cost(USD/month) | $2,300+ (Shopify Plus enterprise) | $2,300+ (Shopify Plus enterprise) | |
| Mid-Tier Plan Cost(USD/month) | $105 (Shopify Plan) | $105 (Shopify Plan) | |
| Enterprise Plan Cost(USD/month) | $2,300+ (Shopify Plus) | $2,300+ (Shopify Plus) | |
| Third-Party App Integrations(integrations) | 6000+ | 6000+ | |
| Free Physical Items Limit(items/month) | None (paid plans only) | None (paid plans only) | |
| Starting Monthly Cost(USD) | $39 | $39 | |
| Transaction Fees(%) | 2.9% + $0.30 per transaction | 2.9% + $0.30 per transaction | |
| Setup Time to Launch(days) | 1-2 days | 1-2 days | |
| Annual Cost (100K Revenue)(USD) | $468 + transaction fees ($2,900) | $468 + transaction fees ($2,900) | |
| Base Monthly Cost(USD) | $39/month (Basic plan) | $39/month (Basic plan) | |
| Uptime SLA Guarantee(%) | 99.99% | 99.99% | |
| Native App Integrations(apps) | 6,800 verified apps | 6,800 verified apps | |
| Setup Time (No-Code)(hours) | 1-2 hours to launch | 1-2 hours to launch | |
| Payment Gateway Options(number) | 100+ official integrations | 100+ official integrations | |
| Transaction Fees (Basic Plan)(%) | 2.9% + $0.30 | 2.9% + $0.30 | |
| Average Setup Time(days) | 2-3 days | 2-3 days | |
| App Ecosystem Size(apps) | ~8,000+ apps | ~8,000+ apps | |
| Market Share (2026)(%) | 28% | 28% | |
| Starting Monthly Cost (USD)(USD) | $39/month | $39/month | |
| Multi-Channel Selling Integration(channels) | 100+ sales channels (Amazon, Facebook, TikTok, eBay, etc.) | 100+ sales channels (Amazon, Facebook, TikTok, eBay, etc.) | |
| Annual Cost (Base Tier)(USD) | $348-3,588/year | $348-3,588/year | |
| Available Extensions/Apps(count) | 8,000+ apps | 8,000+ apps | |
| Uptime Guarantee(percent) | 99.99% guaranteed | 99.99% guaranteed |
Sourced from publicly available data ·
Key Differences
8 attributes compared head-to-head
Shopify leads
S
5ShopifyEtsy
Attribute
Shopify
- Marketplace (seller community)Business ModelSaaS platform (independent stores)(winner)
- $0 (pay-per-listing)(winner)Monthly Base Cost$29-$399 (subscription plan)
- 6.5% + $0.20 per transactionTransaction Fees2.9% + $0.30 per transaction(winner)
- Limited (fixed templates)Store CustomizationExtensive (themes & code)(winner)
- Yes (1.7B annual visitors)(winner)Built-in TrafficNo (requires marketing)
- 500M+ active listings(winner)Seller CommunityIndividual storefronts
- Limited (Etsy branding)Brand ControlFull control (white-label)(winner)
- Medium (marketplace limits)ScalabilityHigh (unlimited growth)(winner)
- Business Model
Etsy
Marketplace (seller community)
Shopify
SaaS platform (independent stores)(winner)
- Monthly Base Cost
Etsy
$0 (pay-per-listing)(winner)
Shopify
$29-$399 (subscription plan)
- Transaction Fees
Etsy
6.5% + $0.20 per transaction
Shopify
2.9% + $0.30 per transaction(winner)
- Store Customization
Etsy
Limited (fixed templates)
Shopify
Extensive (themes & code)(winner)
- Built-in Traffic
Etsy
Yes (1.7B annual visitors)(winner)
Shopify
No (requires marketing)
- Seller Community
Etsy
500M+ active listings(winner)
Shopify
Individual storefronts
- Brand Control
Etsy
Limited (Etsy branding)
Shopify
Full control (white-label)(winner)
- Scalability
Etsy
Medium (marketplace limits)
Shopify
High (unlimited growth)(winner)
Full Comparison
| Attribute | Etsy | 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(percentage + fixed fee) | 10.4% | 3.89%(winner) |
| Monthly Costs at 100 Sales ($50/item)(USD) | $520 | $214(winner) |
| Base Monthly Subscription (Starter Plan)(USD) | $0(winner) | $29 |
| Listing Renewal Fee(USD per listing) | $0.16 | Included in subscription |
| Monthly Base Cost(USD) | Free (listing fees apply)(winner) | $29-$399 |
Show 24 more attributesTransaction Fee Percentage(%) 6.5% 2.9% Payment Processing Fee(%) $0.20 2.9% + $0.30 (Shopify Payments) Prime/Premium Subscription Cost(USD/year) $20/year (Etsy Plus optional) — Platform Transaction Fees(%) 2.0% (third-party gateways) / 0% (Shopify Payments) — Starting Monthly Price(USD) $29 — Top Tier Plan Price(USD/month) $399 — Annual Cost (Base Plan)(USD/year) $468 — Per-Transaction Commission(%) 0% — Transaction Processing Fee(percent) 0% (on Shopify Payments) — Free Plan Cost(USD/month) $5 (Starter plan minimum) — Starting Price(USD/month) $5 (Starter Plan) — Monthly Base Cost (Starter Plan)(USD) $5-39 (all-inclusive) — Maximum Plan Cost(USD/month) $2,300+ (Shopify Plus enterprise) — Mid-Tier Plan Cost(USD/month) $105 (Shopify Plan) — Enterprise Plan Cost(USD/month) $2,300+ (Shopify Plus) — Starting Monthly Cost(USD) $39 — Transaction Fees(%) 2.9% + $0.30 per transaction — Annual Cost (100K Revenue)(USD) $468 + transaction fees ($2,900) — Base Monthly Cost(USD) $39/month (Basic plan) — Transaction Fees (Standard)(%+fixed) 2.9% + $0.30 — Transaction Fees (Basic Plan)(%) 2.9% + $0.30 — Starting Monthly Cost (USD)(USD) $39/month — Transaction Fees (Payment Processing)(%) 2.9% + $0.30 per transaction — Annual Cost (Base Tier)(USD) $348-3,588/year — | ||
| Product Variant Limit(variants) | 70 variants max | Unlimited |
| Payment Methods Supported(count) | 15+ | 100+(winner) |
| Design Templates Available(count) | 200+ templates | — |
| Enterprise Plan Available(boolean) | Yes ($2,300+/month) | — |
| Supported Sales Channels(count) | 10+ (online store, POS, social, marketplace, B2B, wholesale) | — |
Show 16 more attributesInventory Locations Support(locations) Unlimited with advanced sync — Built-in Features Included(features) Hosting, SSL, domain, support included — Multi-Store Support(stores) Separate subscriptions required — Available Plugins/Apps(count) 8,500+ — Customization Flexibility(percentage) 6 (Liquid templating limits) — Product Limit(products) Unlimited (pricing tier independent) — Customization Depth (Code Access)(null) Theme/app API limited (Liquid template language) — Product Upload Limit(products) Unlimited — Native Multi-Vendor Support No (requires apps) — Advanced SEO Tools (Built-in) Limited (basic automation) — Product Listings Limit(count) Unlimited — Multi-Channel Selling Integration(channels) 100+ sales channels (Amazon, Facebook, TikTok, eBay, etc.) — Free SSL Certificate & Hosting Included in all plans — Available Extensions/Apps(count) 8,000+ apps — SEO Customization Control(capability level) Built-in tools with limitations on code-level access — Data Portability(level of freedom) Possible but complex; vendor lock-in concerns exist — | ||
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 |
| Available App Integrations(count) | Limited marketplace integrations | 8,000+ apps |
| Available Apps/Extensions(count) | 2,000+ | 10,000+(winner) |
| App Ecosystem Size(apps) | ~8,000+ apps | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | Self-driven traffic |
| Annual Marketplace Visitors(billions) | 1.7 billion | Self-generated |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | Extensive (9/10)(winner) |
| API Control & Headless Capability | Good GraphQL API; limited headless options | — |
| Suitable Product Categories(primary focus) | Handmade, vintage, craft | All product types |
| Total Active Product Listings(millions) | 94 million | — |
| Number of Active Sellers(millions) | 4.7 million | — |
| Standard Shipping Time (Domestic)(days) | 3-7 days | — |
| Return Window(days) | 14-30 days (varies) | — |
| Average Customer Rating System(stars) | 4.6/5 average seller rating | — |
| Mobile App Downloads(millions) | 280 million downloads | — |
| Handmade/Artisanal Product Percentage(%) | 85%+ handmade/vintage | — |
| Active Stores | 4.6 Million+ | — |
| Global Market Share(%) | 27% | — |
| Available Apps/Plugins(count) | 13,000+ | — |
| Available Apps & Integrations(count) | 6,000+ apps | — |
| Third-Party App Integrations(integrations) | 6000+ | — |
| Native App Integrations(apps) | 6,800 verified apps | — |
| Average Conversion Rate (Desktop)(%) | 1.4% | — |
| Average Conversion Rate (Mobile)(%) | 1.2% | — |
| Checkout Conversion Rate(%) | 3.2-3.5% | — |
| Mobile Responsiveness | Mobile-optimized by default | — |
| Hosting Model | Fully Managed SaaS | — |
| API Capabilities | Full REST & GraphQL APIs | — |
| AI/Automation Optimization | Native AI-driven commerce agents built-in | — |
| New Features (Feb-Mar 2026)(features) | Ongoing regular updates | — |
| App Integrations(count) | 8,000+ | — |
| Support Channels(channels) | Phone, Email & Chat | — |
| Customer Support Availability(hours/week) | 24/7 dedicated support team | — |
| Accessible Customer Base(millions) | 0 (self-driven) | — |
| Setup Time to First Sale(weeks) | 1-3 days | — |
| Brand Control Score(scale 1-10) | 9-10 (full) | — |
| App/Integration Ecosystem(apps) | 4,600+ | — |
| Annual Account Suspension Risk(%) | ~0.01% | — |
| Platform Uptime SLA(percent) | 99.99% | — |
| Uptime SLA Guarantee(%) | 99.99% | — |
| Uptime Guarantee(percent) | 99.99% guaranteed | — |
| Typical Seller Monthly Revenue Threshold(USD) | $5,000+ (lower barrier) | — |
| Product Variation Limit(variations per SKU) | 2,000+ | — |
| Multi-Currency Support(currencies) | 200+ | — |
| Design Customization Entry Point(coding knowledge required) | Advanced (Liquid code access) | — |
| Setup Time(minutes) | 30-60 minutes | — |
| Setup Time (No-Code)(hours) | 1-2 hours to launch | — |
| Average Setup Time(days) | 2-3 days | — |
| Available Templates(count) | ~300 (optimized for sales) | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | — |
| Product Listing Limits(count) | Unlimited products | — |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | — |
| 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 | — |
| Built-in Enterprise Features | Moderate; app-dependent for advanced needs | — |
| Ideal Business Size(GMV) | $0-20M GMV (optimal fit) | — |
| Implementation Complexity | Low; point-and-click setup | — |
| Developer Cost (Hourly)(USD/hour) | $100-150 (optional) | — |
| Market Share(%) | ~30% of all online stores | — |
| Market Share (2026)(%) | 28% | — |
| Transaction Fee (Standard)(percentage + fixed) | 2.7% + $0.30 | — |
| Payment Gateway Options(number) | 100+ official integrations | — |
| Initial Setup Time(hours) | Hours to 1 day | — |
| Free Physical Items Limit(items/month) | None (paid plans only) | — |
| Setup Time to Launch(days) | 1-2 days | — |
| Security Management(responsibility level) | Shopify manages all compliance | — |
| PCI DSS Compliance Built-in(null) | Level 1 (fully managed) | — |
EtsySShopify
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(percentage + fixed fee)
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
Monthly Base Cost(USD)
Free (listing fees apply)
$29-$399
Show 24 more attributes
Transaction Fee Percentage(%)
6.5%
2.9%
Payment Processing Fee(%)
$0.20
2.9% + $0.30 (Shopify Payments)
Prime/Premium Subscription Cost(USD/year)
$20/year (Etsy Plus optional)
—
Platform Transaction Fees(%)
2.0% (third-party gateways) / 0% (Shopify Payments)
—
Starting Monthly Price(USD)
$29
—
Top Tier Plan Price(USD/month)
$399
—
Annual Cost (Base Plan)(USD/year)
$468
—
Per-Transaction Commission(%)
0%
—
Transaction Processing Fee(percent)
0% (on Shopify Payments)
—
Free Plan Cost(USD/month)
$5 (Starter plan minimum)
—
Starting Price(USD/month)
$5 (Starter Plan)
—
Monthly Base Cost (Starter Plan)(USD)
$5-39 (all-inclusive)
—
Maximum Plan Cost(USD/month)
$2,300+ (Shopify Plus enterprise)
—
Mid-Tier Plan Cost(USD/month)
$105 (Shopify Plan)
—
Enterprise Plan Cost(USD/month)
$2,300+ (Shopify Plus)
—
Starting Monthly Cost(USD)
$39
—
Transaction Fees(%)
2.9% + $0.30 per transaction
—
Annual Cost (100K Revenue)(USD)
$468 + transaction fees ($2,900)
—
Base Monthly Cost(USD)
$39/month (Basic plan)
—
Transaction Fees (Standard)(%+fixed)
2.9% + $0.30
—
Transaction Fees (Basic Plan)(%)
2.9% + $0.30
—
Starting Monthly Cost (USD)(USD)
$39/month
—
Transaction Fees (Payment Processing)(%)
2.9% + $0.30 per transaction
—
Annual Cost (Base Tier)(USD)
$348-3,588/year
—
Product Variant Limit(variants)
70 variants max
Unlimited
Payment Methods Supported(count)
15+
100+
Design Templates Available(count)
200+ templates
—
Enterprise Plan Available(boolean)
Yes ($2,300+/month)
—
Supported Sales Channels(count)
10+ (online store, POS, social, marketplace, B2B, wholesale)
—
Show 16 more attributes
Inventory Locations Support(locations)
Unlimited with advanced sync
—
Built-in Features Included(features)
Hosting, SSL, domain, support included
—
Multi-Store Support(stores)
Separate subscriptions required
—
Available Plugins/Apps(count)
8,500+
—
Customization Flexibility(percentage)
6 (Liquid templating limits)
—
Product Limit(products)
Unlimited (pricing tier independent)
—
Customization Depth (Code Access)(null)
Theme/app API limited (Liquid template language)
—
Product Upload Limit(products)
Unlimited
—
Native Multi-Vendor Support
No (requires apps)
—
Advanced SEO Tools (Built-in)
Limited (basic automation)
—
Product Listings Limit(count)
Unlimited
—
Multi-Channel Selling Integration(channels)
100+ sales channels (Amazon, Facebook, TikTok, eBay, etc.)
—
Free SSL Certificate & Hosting
Included in all plans
—
Available Extensions/Apps(count)
8,000+ apps
—
SEO Customization Control(capability level)
Built-in tools with limitations on code-level access
—
Data Portability(level of freedom)
Possible but complex; vendor lock-in concerns exist
—
Sales Breakeven Point(USD/month)
Optimal below $1,350
$1,350
Available App Integrations(count)
Limited marketplace integrations
8,000+ apps
Available Apps/Extensions(count)
2,000+
10,000+
App Ecosystem Size(apps)
~8,000+ apps
—
Monthly Active Buyers (Marketplace Access)(millions)
90+
Self-driven traffic
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
—
Suitable Product Categories(primary focus)
Handmade, vintage, craft
All product types
Total Active Product Listings(millions)
94 million
—
Number of Active Sellers(millions)
4.7 million
—
Standard Shipping Time (Domestic)(days)
3-7 days
—
Return Window(days)
14-30 days (varies)
—
Average Customer Rating System(stars)
4.6/5 average seller rating
—
Mobile App Downloads(millions)
280 million downloads
—
Handmade/Artisanal Product Percentage(%)
85%+ handmade/vintage
—
Active Stores
4.6 Million+
—
Global Market Share(%)
27%
—
Available Apps/Plugins(count)
13,000+
—
Available Apps & Integrations(count)
6,000+ apps
—
Third-Party App Integrations(integrations)
6000+
—
Native App Integrations(apps)
6,800 verified apps
—
Average Conversion Rate (Desktop)(%)
1.4%
—
Average Conversion Rate (Mobile)(%)
1.2%
—
Checkout Conversion Rate(%)
3.2-3.5%
—
Mobile Responsiveness
Mobile-optimized by default
—
Hosting Model
Fully Managed SaaS
—
API Capabilities
Full REST & GraphQL APIs
—
AI/Automation Optimization
Native AI-driven commerce agents built-in
—
New Features (Feb-Mar 2026)(features)
Ongoing regular updates
—
App Integrations(count)
8,000+
—
Support Channels(channels)
Phone, Email & Chat
—
Customer Support Availability(hours/week)
24/7 dedicated support team
—
Accessible Customer Base(millions)
0 (self-driven)
—
Setup Time to First Sale(weeks)
1-3 days
—
Brand Control Score(scale 1-10)
9-10 (full)
—
App/Integration Ecosystem(apps)
4,600+
—
Annual Account Suspension Risk(%)
~0.01%
—
Platform Uptime SLA(percent)
99.99%
—
Uptime SLA Guarantee(%)
99.99%
—
Uptime Guarantee(percent)
99.99% guaranteed
—
Typical Seller Monthly Revenue Threshold(USD)
$5,000+ (lower barrier)
—
Product Variation Limit(variations per SKU)
2,000+
—
Multi-Currency Support(currencies)
200+
—
Design Customization Entry Point(coding knowledge required)
Advanced (Liquid code access)
—
Setup Time(minutes)
30-60 minutes
—
Setup Time (No-Code)(hours)
1-2 hours to launch
—
Average Setup Time(days)
2-3 days
—
Available Templates(count)
~300 (optimized for sales)
—
Recommended Maximum Annual Revenue(USD)
Unlimited
—
Product Listing Limits(count)
Unlimited products
—
Commission Fee (Per Transaction)(%)
2.9% + $0.30
—
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
—
Built-in Enterprise Features
Moderate; app-dependent for advanced needs
—
Ideal Business Size(GMV)
$0-20M GMV (optimal fit)
—
Implementation Complexity
Low; point-and-click setup
—
Developer Cost (Hourly)(USD/hour)
$100-150 (optional)
—
Market Share(%)
~30% of all online stores
—
Market Share (2026)(%)
28%
—
Transaction Fee (Standard)(percentage + fixed)
2.7% + $0.30
—
Payment Gateway Options(number)
100+ official integrations
—
Initial Setup Time(hours)
Hours to 1 day
—
Free Physical Items Limit(items/month)
None (paid plans only)
—
Setup Time to Launch(days)
1-2 days
—
Security Management(responsibility level)
Shopify manages all compliance
—
PCI DSS Compliance Built-in(null)
Level 1 (fully managed)
—
Pros & Cons
10 pros·6 cons across both
S
Etsy
+5-3
Pros
- Massive built-in audience (1.7B annual visitors)
- No monthly subscription fees
- Strong community of makers and collectors
- Simple setup process for new sellers
- Mobile app with strong user base
Cons
- High transaction fees (6.5%) reduce profit margins
- Limited customization and branding options
- Increased competition from other sellers
S
Shopify
+5-3
Pros
- Extensive customization with themes and code
- Lower per-transaction fees (2.9%)
- Full brand control and white-label options
- Scalable for growth from startup to enterprise
- Robust app ecosystem (10,000+ apps)
Cons
- Mandatory monthly subscription ($29-$399)
- No built-in traffic; requires marketing investment
- Steeper learning curve for non-technical users
Frequently Asked Questions
5 questions
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.
Resources & Learn More
Curated sources to dive deeper
Where to Buy
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Wikipedia
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