software
Etsy vs Shopify 2026: Which Platform Earns More?
Etsy is a marketplace platform ideal for handmade and vintage sellers who want instant access to 88 million monthly buyers with minimal upfront costs, while Shopify is a standalone e-commerce platform designed for entrepreneurs building independent branded stores with full customization and higher profit margins.
Etsy
Online marketplace platform for handmade, vintage, craft, and unique goods with built-in buyer audience of 88 million monthly visitors.
Handmade/vintage sellers, craft creators, small artisans, beginners with <$500/month revenue target, sellers who prioritize quick sales over brand building
Score63%
VS
S
Shopify
Self-hosted e-commerce platform enabling entrepreneurs to build branded online stores with full customization, multiple sales channels, and advanced business tools.
Branded product businesses, dropshippers, entrepreneurs planning $100K+ annual revenue, sellers in non-craft categories, creators wanting independent customer relationships
Score63%
Quick Answer
AI SummaryEtsy is a marketplace platform ideal for handmade and vintage sellers who want instant access to 88 million monthly buyers with minimal upfront costs, while Shopify is a standalone e-commerce platform designed for entrepreneurs building independent branded stores with full customization and higher profit margins.
Our Verdict
AI-assistedChoose Etsy if you're selling handmade, vintage, or craft items and want immediate access to millions of buyers with zero upfront investment and minimal marketing burden. Choose Shopify if you're building a branded e-commerce business, plan to scale beyond $50,000 annually, want full control over customer experience, or sell products outside Etsy's niche categories.
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Etsy
7.5/10
Shopify
7.5/10
S
TIE — neck and neck
Choose Etsy if
Handmade/vintage sellers, craft creators, small artisans, beginners with <$500/month revenue target, sellers who prioritize quick sales over brand building
S
Choose Shopify if
Branded product businesses, dropshippers, entrepreneurs planning $100K+ annual revenue, sellers in non-craft categories, creators wanting independent customer relationships
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Key Differences at a Glance
- Business Model:✓ Shopify wins(Self-hosted store (build your own brand) vs Marketplace (sell on Etsy's platform))
- Monthly Base Cost:✓ Etsy wins($0 (pay per listing/transaction) vs $39-299+ (subscription plans))
- Transaction Fees:✓ Shopify wins($0-2% depending on plan + payment processing vs 6.5% + $0.20 per order + payment processing)
Key Facts & Figures
116 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 | 10,000+ | — |
| 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 | 15+ | 100+ | |
| 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 | — | — |
| Monthly Base Subscription Cost(USD) | $0 | $39-299 | |
| Total Transaction Fee per Sale(percent) | 10-13% (listing + transaction + payment processing) | 2.9-5% (payment processing only; plan fees absorb transaction costs) | |
| Monthly Active Buyers(millions) | 88 million | 0 (seller-dependent traffic) | |
| Average Days to First Sale(days) | 3-5 days | 30-90 days | |
| Total Active Product Listings(millions) | 90+ million | — | — |
| Average Shipping Time (Standard)(days) | 3-7 days | — | — |
| Prime/Membership Cost (Annual)(USD) | No membership required | — | — |
| Seller Commission/Fees(percent) | 9.5% total (6.5% + 3% payment) | — | — |
| Return Window (Standard Policy)(days) | 14-30 days (seller-dependent) | — | — |
| Customer Trust Rating(percent) | 87% trust Etsy for handmade (2024) | — | — |
| Percentage of Small/Independent Sellers(percent) | 98% small independent businesses | — | — |
| Average Customer Review Rating(stars) | 4.6/5 stars for handmade category | — | — |
| Active Stores | 4.6 Million+ | 4.6 Million+ | |
| Global Market Share(percent) | 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/month | $39/month | |
| 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) | 5 days (with traffic setup) | 5 days (with traffic setup) | |
| 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(minutes) | 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 per user/month) | $2,300+ (Shopify Plus) | $2,300+ (Shopify Plus) | |
| Third-Party App Integrations(count) | 6000+ | 6000+ | |
| Free Physical Items Limit(items/month) | None (paid plans only) | None (paid plans only) | |
| Starting Monthly Cost(USD) | $39 | $39 | |
| Transaction Fees(percent) | 2.0-2.9% | 2.0-2.9% | |
| Setup Time to Launch(minutes) | 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) | $29 | $29 | |
| Uptime SLA Guarantee(percent) | 99.99% | 99.99% | |
| Native App Integrations(count) | 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(count) | 26+ | 26+ | |
| Transaction Fees (Basic Plan)(%) | 2.9% + $0.30 | 2.9% + $0.30 | |
| Average Setup Time(minutes) | 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) | 10,000+ | 10,000+ | |
| Uptime Guarantee(%) | 99.99% guaranteed | 99.99% guaranteed | |
| Design Templates(count) | 200+ | 200+ | |
| Setup Time (Days to Live Store)(days) | 3-5 | 3-5 | |
| Global Merchant Users(millions) | 4.6M (2025) | 4.6M (2025) | |
| Annual Cost for $250k Revenue Store(USD) | $468 (plan) + $0 (fees) | $468 (plan) + $0 (fees) | |
| Monthly Cost (Starter Plan)(USD) | $29 | $29 | |
| Transaction Fee per Sale(%) | 0% | 0% | |
| Profit Margin Retention (Example: $100 sale)(USD profit) | $71 (after $29 monthly allocation) | $71 (after $29 monthly allocation) | |
| Support Response Time(minutes) | 2-4 hours (24/7 chat) | 2-4 hours (24/7 chat) | |
| Mid-Tier Monthly Price(USD) | $105/month | $105/month | |
| Payment Processing Transaction Fee(%) | 2.9% + 30¢ (Shopify Payments) | 2.9% + 30¢ (Shopify Payments) | |
| Global E-Commerce Market Share (2025)(%) | 28% | 28% | |
| Built-in Sales Channel Integrations(channels) | 6-8 native, 120+ via apps | 6-8 native, 120+ via apps | |
| Time to First Sale (Typical)(hours) | 1-2 hours | 1-2 hours | |
| API Rate Limit(requests/minute) | 2 requests/second (standard) | 2 requests/second (standard) | |
| Hosting Cost (Budget Provider)(USD/month) | Included | Included | |
| Implementation Timeline(months) | 0.3-0.7 (2-5 days) | 0.3-0.7 (2-5 days) | |
| Technical Skill Required(scale 1-10) | 2 (minimal technical knowledge) | 2 (minimal technical knowledge) | |
| Maximum Monthly Revenue Supportable(USD millions) | 100+ (Shopify Plus) | 100+ (Shopify Plus) |
Sourced from publicly available data ·
Key Differences
7 attributes compared head-to-head
Shopify leads
S
4ShopifyEtsy
Attribute
Shopify
- Marketplace (sell on Etsy's platform)Business ModelSelf-hosted store (build your own brand)(winner)
- $0 (pay per listing/transaction)(winner)Monthly Base Cost$39-299+ (subscription plans)
- 6.5% + $0.20 per order + payment processingTransaction Fees$0-2% depending on plan + payment processing(winner)
- 88 million active buyers (built-in)(winner)Monthly Buyer TrafficZero (must drive your own traffic)
- Limited (Etsy brand dominates)Brand Control & CustomizationFull (complete design freedom)(winner)
- 2-5 days (audience exists)(winner)Time to First Sale30-90+ days (require marketing)
- Capped by Etsy's fee structure & policiesScalability for 6-figure revenueUnlimited with economies of scale(winner)
- Business Model
Etsy
Marketplace (sell on Etsy's platform)
Shopify
Self-hosted store (build your own brand)(winner)
- Monthly Base Cost
Etsy
$0 (pay per listing/transaction)(winner)
Shopify
$39-299+ (subscription plans)
- Transaction Fees
Etsy
6.5% + $0.20 per order + payment processing
Shopify
$0-2% depending on plan + payment processing(winner)
- Monthly Buyer Traffic
Etsy
88 million active buyers (built-in)(winner)
Shopify
Zero (must drive your own traffic)
- Brand Control & Customization
Etsy
Limited (Etsy brand dominates)
Shopify
Full (complete design freedom)(winner)
- Time to First Sale
Etsy
2-5 days (audience exists)(winner)
Shopify
30-90+ days (require marketing)
- Scalability for 6-figure revenue
Etsy
Capped by Etsy's fee structure & policies
Shopify
Unlimited with economies of scale(winner)
Full Comparison
| Attribute | Etsy | Shopify |
|---|---|---|
| Active Buyers(millions) | 81.9 million (2020) | — |
| Monthly Active Buyers(millions) | 88 million(winner) | 0 (seller-dependent traffic) |
| 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 31 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) — Monthly Base Subscription Cost(USD) $0 $39-299 Total Transaction Fee per Sale(percent) 10-13% (listing + transaction + payment processing) 2.9-5% (payment processing only; plan fees absorb transaction costs) Platform Transaction Fees(%) 2.0% (third-party gateways) / 0% (Shopify Payments) — Starting Monthly Price(USD) $39/month — 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 per user/month) $2,300+ (Shopify Plus) — Starting Monthly Cost(USD) $39 — Transaction Fees(percent) 2.0-2.9% — Annual Cost (100K Revenue)(USD) $468 + transaction fees ($2,900) — Base Monthly Cost(USD) $29 — Transaction Fees (Standard)(%+fixed) 2.9% + $0.30 — Transaction Fees (Basic Plan)(%) 2.9% + $0.30 — Starting Monthly Cost (USD)(USD) $39/month — Annual Cost (Base Tier)(USD) $348-3,588/year — Transaction Fees (Payment Processing)(percentage) 0% (Shopify Payments) — Monthly Cost (Starter Plan)(USD) $29 — Transaction Fee per Sale(%) 0% — Mid-Tier Monthly Price(USD) $105/month — Payment Processing Transaction Fee(%) 2.9% + 30¢ (Shopify Payments) — Hosting Cost (Budget Provider)(USD/month) Included — | ||
| Product Variant Limit(variants) | 70 variants max | Unlimited |
| Available App Integrations(count) | Limited marketplace integrations | 10,000+ |
| App Integrations(count) | 8,000+ | — |
| Enterprise Plan Available(boolean) | Yes ($2,300+/month) | — |
| Supported Sales Channels(count) | 10+ (online store, POS, social, marketplace, B2B, wholesale) | — |
Show 19 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) — Native App Integrations(count) 6,800 verified apps — Customization Depth (Code Access)(null) Theme/app API limited (Liquid template language) — Payment Gateway Options(count) 26+ — 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 — SEO Customization Control(capability level) Built-in tools with limitations on code-level access — Built-in Sales Channel Integrations(channels) 6-8 native, 120+ via apps — Product Image Storage Limit(images) Unlimited — Customization Capability(scale 1-10) 6 (limited to Liquid) — | ||
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 |
| Profit Margin Retention (Example: $100 sale)(USD profit) | $71 (after $29 monthly allocation) | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | Self-driven traffic |
| Global Merchant Users(millions) | 4.6M (2025) | — |
| 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 | — |
| Available Apps/Extensions(count) | 2,000+ | 10,000+(winner) |
| App Ecosystem Size(apps) | ~8,000+ apps | — |
| Suitable Product Categories(primary focus) | Handmade, vintage, craft | All product types |
| Payment Methods Supported | 15+ | 100+(winner) |
| 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 | — |
| Average Days to First Sale(days) | 3-5 days(winner) | 30-90 days |
| Setup Time Required(hours) | 0.25-0.5 hours (15-30 minutes)(winner) | 20-30 hours |
| Design Customization Entry Point(coding knowledge required) | Advanced (Liquid code access) | — |
| Initial Setup Time(minutes) | Hours to 1 day | — |
| Setup Time to Launch(minutes) | 1-2 days | — |
| Setup Time (No-Code)(hours) | 1-2 hours to launch | — |
Show 1 more attributeTechnical Skill Required(scale 1-10) 2 (minimal technical knowledge) — | ||
| Total Active Product Listings(millions) | 90+ million | — |
| Average Shipping Time (Standard)(days) | 3-7 days | — |
| Prime/Membership Cost (Annual)(USD) | No membership required | — |
| Seller Commission/Fees(percent) | 9.5% total (6.5% + 3% payment) | — |
| Return Window (Standard Policy)(days) | 14-30 days (seller-dependent) | — |
| Customer Trust Rating(percent) | 87% trust Etsy for handmade (2024) | — |
| Percentage of Small/Independent Sellers(percent) | 98% small independent businesses | — |
| Average Customer Review Rating(stars) | 4.6/5 stars for handmade category | — |
| Active Stores | 4.6 Million+ | — |
| Global Market Share(percent) | 27% | — |
| Market Share(%) | ~30% of all online stores | — |
| Available Apps/Plugins(count) | 13,000+ | — |
| Available Apps & Integrations(count) | 6,000+ apps | — |
| Third-Party App Integrations(count) | 6000+ | — |
| Available Extensions/Apps(count) | 10,000+ | — |
| 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 | — |
| API Rate Limit(requests/minute) | 2 requests/second (standard) | — |
| AI/Automation Optimization | Native AI-driven commerce agents built-in | — |
| New Features (Feb-Mar 2026)(features) | Ongoing regular updates | — |
| Design Templates Available(count) | 200+ templates | — |
| Design Templates(count) | 200+ | — |
| Support Channels(channels) | Phone, Email & Chat | — |
| Customer Support Availability(hours) | 24/7 dedicated support team | — |
| Support Response Time(minutes) | 2-4 hours (24/7 chat) | — |
| 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) | — |
| Customer Data Ownership(percentage) | 100% - you own all customer records | — |
| Design & Customization Freedom(level) | Unlimited - custom domain, full HTML/CSS | — |
| App/Integration Ecosystem(apps) | 4,600+ | — |
| Annual Account Suspension Risk(%) | ~0.01% | — |
| Platform Uptime SLA(percent) | 99.99% | — |
| Uptime SLA Guarantee(percent) | 99.99% | — |
| Uptime Guarantee(%) | 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+ | — |
| Available Templates(count) | ~300 (optimized for sales) | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | — |
| Product Listing Limits(count) | Unlimited products | — |
| Maximum Monthly Revenue Supportable(USD millions) | 100+ (Shopify Plus) | — |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | — |
| Built-in Customer Base(millions) | Zero (must generate own traffic) | — |
| Average Time to First Sale(days) | 5 days (with traffic setup) | — |
| 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) | — |
| Transaction Fee (Standard)(percentage + fixed) | 2.7% + $0.30 | — |
| Setup Time(minutes) | 30-60 minutes | — |
| Free Physical Items Limit(items/month) | None (paid plans only) | — |
| Security Management(responsibility level) | Shopify manages all compliance | — |
| PCI DSS Compliance Built-in(null) | Level 1 (fully managed) | — |
| Average Setup Time(minutes) | 2-3 days | — |
| Market Share (2026)(%) | 28% | — |
| Global E-Commerce Market Share (2025)(%) | 28% | — |
| Data Portability(score out of 10) | Possible but complex; vendor lock-in concerns exist | — |
| Setup Time (Days to Live Store)(days) | 3-5 | — |
| Annual Cost for $250k Revenue Store(USD) | $468 (plan) + $0 (fees) | — |
| Monthly Active Buyers Accessible(millions) | Must drive own traffic | — |
| Time to First Sale (Typical)(hours) | 1-2 hours | — |
| Implementation Timeline(months) | 0.3-0.7 (2-5 days) | — |
EtsySShopify
Active Buyers(millions)
81.9 million (2020)
—
Monthly Active Buyers(millions)
88 million
0 (seller-dependent traffic)
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 31 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)
—
Monthly Base Subscription Cost(USD)
$0
$39-299
Total Transaction Fee per Sale(percent)
10-13% (listing + transaction + payment processing)
2.9-5% (payment processing only; plan fees absorb transaction costs)
Platform Transaction Fees(%)
2.0% (third-party gateways) / 0% (Shopify Payments)
—
Starting Monthly Price(USD)
$39/month
—
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 per user/month)
$2,300+ (Shopify Plus)
—
Starting Monthly Cost(USD)
$39
—
Transaction Fees(percent)
2.0-2.9%
—
Annual Cost (100K Revenue)(USD)
$468 + transaction fees ($2,900)
—
Base Monthly Cost(USD)
$29
—
Transaction Fees (Standard)(%+fixed)
2.9% + $0.30
—
Transaction Fees (Basic Plan)(%)
2.9% + $0.30
—
Starting Monthly Cost (USD)(USD)
$39/month
—
Annual Cost (Base Tier)(USD)
$348-3,588/year
—
Transaction Fees (Payment Processing)(percentage)
0% (Shopify Payments)
—
Monthly Cost (Starter Plan)(USD)
$29
—
Transaction Fee per Sale(%)
0%
—
Mid-Tier Monthly Price(USD)
$105/month
—
Payment Processing Transaction Fee(%)
2.9% + 30¢ (Shopify Payments)
—
Hosting Cost (Budget Provider)(USD/month)
Included
—
Product Variant Limit(variants)
70 variants max
Unlimited
Available App Integrations(count)
Limited marketplace integrations
10,000+
App Integrations(count)
8,000+
—
Enterprise Plan Available(boolean)
Yes ($2,300+/month)
—
Supported Sales Channels(count)
10+ (online store, POS, social, marketplace, B2B, wholesale)
—
Show 19 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)
—
Native App Integrations(count)
6,800 verified apps
—
Customization Depth (Code Access)(null)
Theme/app API limited (Liquid template language)
—
Payment Gateway Options(count)
26+
—
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
—
SEO Customization Control(capability level)
Built-in tools with limitations on code-level access
—
Built-in Sales Channel Integrations(channels)
6-8 native, 120+ via apps
—
Product Image Storage Limit(images)
Unlimited
—
Customization Capability(scale 1-10)
6 (limited to Liquid)
—
Sales Breakeven Point(USD/month)
Optimal below $1,350
$1,350
Profit Margin Retention (Example: $100 sale)(USD profit)
$71 (after $29 monthly allocation)
—
Monthly Active Buyers (Marketplace Access)(millions)
90+
Self-driven traffic
Global Merchant Users(millions)
4.6M (2025)
—
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 Ecosystem Size(apps)
~8,000+ apps
—
Suitable Product Categories(primary focus)
Handmade, vintage, craft
All product types
Payment Methods Supported
15+
100+
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
—
Average Days to First Sale(days)
3-5 days
30-90 days
Setup Time Required(hours)
0.25-0.5 hours (15-30 minutes)
20-30 hours
Design Customization Entry Point(coding knowledge required)
Advanced (Liquid code access)
—
Initial Setup Time(minutes)
Hours to 1 day
—
Setup Time to Launch(minutes)
1-2 days
—
Setup Time (No-Code)(hours)
1-2 hours to launch
—
Show 1 more attribute
Technical Skill Required(scale 1-10)
2 (minimal technical knowledge)
—
Total Active Product Listings(millions)
90+ million
—
Average Shipping Time (Standard)(days)
3-7 days
—
Prime/Membership Cost (Annual)(USD)
No membership required
—
Seller Commission/Fees(percent)
9.5% total (6.5% + 3% payment)
—
Return Window (Standard Policy)(days)
14-30 days (seller-dependent)
—
Customer Trust Rating(percent)
87% trust Etsy for handmade (2024)
—
Percentage of Small/Independent Sellers(percent)
98% small independent businesses
—
Average Customer Review Rating(stars)
4.6/5 stars for handmade category
—
Active Stores
4.6 Million+
—
Global Market Share(percent)
27%
—
Market Share(%)
~30% of all online stores
—
Available Apps/Plugins(count)
13,000+
—
Available Apps & Integrations(count)
6,000+ apps
—
Third-Party App Integrations(count)
6000+
—
Available Extensions/Apps(count)
10,000+
—
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
—
API Rate Limit(requests/minute)
2 requests/second (standard)
—
AI/Automation Optimization
Native AI-driven commerce agents built-in
—
New Features (Feb-Mar 2026)(features)
Ongoing regular updates
—
Design Templates Available(count)
200+ templates
—
Design Templates(count)
200+
—
Support Channels(channels)
Phone, Email & Chat
—
Customer Support Availability(hours)
24/7 dedicated support team
—
Support Response Time(minutes)
2-4 hours (24/7 chat)
—
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)
—
Customer Data Ownership(percentage)
100% - you own all customer records
—
Design & Customization Freedom(level)
Unlimited - custom domain, full HTML/CSS
—
App/Integration Ecosystem(apps)
4,600+
—
Annual Account Suspension Risk(%)
~0.01%
—
Platform Uptime SLA(percent)
99.99%
—
Uptime SLA Guarantee(percent)
99.99%
—
Uptime Guarantee(%)
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+
—
Available Templates(count)
~300 (optimized for sales)
—
Recommended Maximum Annual Revenue(USD)
Unlimited
—
Product Listing Limits(count)
Unlimited products
—
Maximum Monthly Revenue Supportable(USD millions)
100+ (Shopify Plus)
—
Commission Fee (Per Transaction)(%)
2.9% + $0.30
—
Built-in Customer Base(millions)
Zero (must generate own traffic)
—
Average Time to First Sale(days)
5 days (with traffic setup)
—
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)
—
Transaction Fee (Standard)(percentage + fixed)
2.7% + $0.30
—
Setup Time(minutes)
30-60 minutes
—
Free Physical Items Limit(items/month)
None (paid plans only)
—
Security Management(responsibility level)
Shopify manages all compliance
—
PCI DSS Compliance Built-in(null)
Level 1 (fully managed)
—
Average Setup Time(minutes)
2-3 days
—
Market Share (2026)(%)
28%
—
Global E-Commerce Market Share (2025)(%)
28%
—
Data Portability(score out of 10)
Possible but complex; vendor lock-in concerns exist
—
Setup Time (Days to Live Store)(days)
3-5
—
Annual Cost for $250k Revenue Store(USD)
$468 (plan) + $0 (fees)
—
Monthly Active Buyers Accessible(millions)
Must drive own traffic
—
Time to First Sale (Typical)(hours)
1-2 hours
—
Implementation Timeline(months)
0.3-0.7 (2-5 days)
—
Pros & Cons
10 pros·6 cons across both
S
Etsy
+5-3
Pros
- 88 million monthly active buyers provide instant traffic without marketing spend
- Zero startup costs — no monthly subscription fees, only pay commissions on sales
- 2-5 day average time to first sale due to existing marketplace demand
- Simple setup process takes 15-20 minutes for complete beginners
- Built-in SEO visibility within Etsy's search algorithm and Google integration
Cons
- High transaction fees (6.5% + $0.20 + 3-4% payment processing = 10-13% total per sale)
- Limited brand control — Etsy branding dominates, difficult to build independent identity
- Strict seller policies with account suspension risk for policy violations (1.2% of active sellers suspended annually)
S
Shopify
+5-3
Pros
- Full brand ownership and design customization with unlimited layout/theme options
- Lower transaction fees (0-2% depending on plan) enable 50-70% higher profit margins vs Etsy
- Multi-channel selling — integrate Amazon, TikTok Shop, Facebook, Instagram, Pinterest simultaneously
- Advanced business tools: inventory management, email marketing, analytics, A/B testing, abandoned cart recovery
- Unlimited scalability — no restrictions on revenue, products, or orders; supports $1M+ annual sales
Cons
- Requires consistent marketing spend ($500-2,000/month) to drive traffic and acquire customers
- Monthly subscription costs $39-299 plus payment processing fees create higher burn rate for early-stage sellers
- Steeper learning curve — requires understanding of e-commerce basics, marketing, and platform features (average 20-30 hour setup time)
Frequently Asked Questions
5 questions
On Etsy with $1,000 in sales, you'll pay ~$115-130 in fees (11.5-13%), netting $870-885. On Shopify with a $99/month plan, the same $1,000 generates $970+ in revenue after 3% payment processing. However, Etsy's 88 million buyers make reaching $1,000 much faster. Shopify becomes more profitable beyond $50,000 annual revenue due to lower per-transaction costs. For sellers planning $100K+ revenue, Shopify's profit advantage reaches $10,000-15,000 annually.
Resources & Learn More
Curated sources to dive deeper
Where to Buy
As an affiliate, we may earn a commission from qualifying purchases at no extra cost to you. Learn more about our affiliate disclosure
Wikipedia
- W
Etsy on Wikipedia (opens in new tab)
Online marketplace platform for handmade, vintage, craft, and unique goods with built-in buyer audience of 88 million monthly visitors.
- W
Shopify on Wikipedia (opens in new tab)
Self-hosted e-commerce platform enabling entrepreneurs to build branded online stores with full customization, multiple sales channels, and advanced business tools.
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