Flexible e-commerce platform enabling merchants to build branded online stores with advanced features.
Entrepreneurs building standalone brands, direct-to-consumer (DTC) businesses, and retailers wanting maximum control and customer relationships.
Global e-commerce leader offering next-day delivery, millions of products, and strong buyer protection.
New sellers seeking rapid revenue, product-focused businesses without brand emphasis, and vendors wanting turnkey fulfillment without logistics overhead.
Shopify is a self-hosted platform giving you complete brand control and customer data ownership, while Amazon is a massive marketplace offering instant access to 300+ million customers but with less customization and higher commission fees. Choose Shopify to build your brand; choose Amazon for immediate reach.
Choose Shopify if you want to build a sustainable, branded business with direct customer relationships and lower long-term costs—ideal for entrepreneurs willing to invest in marketing and design. Choose Amazon if you need immediate revenue, minimal setup work, and access to millions of pre-qualified buyers—ideal for vendors who prioritize quick sales over brand ownership. Most successful sellers use both: Shopify for brand building and Amazon for rapid scaling.
Choose Shopify if
Entrepreneurs building standalone brands, direct-to-consumer (DTC) businesses, and retailers wanting maximum control and customer relationships.
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| Metric | Shopify | Amazon | Diff |
|---|---|---|---|
| Active Stores | 4.6 Million+ | — | — |
| Global Market Share(%) | 27% | — | — |
| Platform Transaction Fees(%) | 2.0% (third-party gateways) / 0% (Shopify Payments) | — | — |
| Available Apps/Plugins(count) | 13,000+ | — | — |
| Average Conversion Rate (Desktop) |
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Choose Amazon if
New sellers seeking rapid revenue, product-focused businesses without brand emphasis, and vendors wanting turnkey fulfillment without logistics overhead.
| 1.4% |
| — |
| — |
| Average Conversion Rate (Mobile)(%) | 1.2% | — | — |
| Starting Monthly Price(USD) | $39 | — | — |
| Top Tier Plan Price(USD/month) | $399 | — | — |
| Design Templates Available(count) | 100+ | — | — |
| App Integrations(count) | 8,000+ | — | — |
| Annual Cost (Base Plan)(USD/year) | $468 | — | — |
| Starting Monthly Cost(USD) | $39/month | — | — |
| Product Variation Limit(variations per SKU) | 2,000+ | — | — |
| Payment Gateway Options(count) | 140+ integrations supported | 1 (Amazon Pay only) | +13900% |
| Transaction Processing Fee(percent) | 0% (on Shopify Payments) | — | — |
| Available Templates(count) | ~300 (optimized for sales) | — | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | — | — |
| Transaction Fee Rate(%) | 3.89% | — | — |
| Monthly Costs at 100 Sales ($50/item)(USD) | $214 | — | — |
| Base Monthly Subscription (Starter Plan)(USD) | $29 | — | — |
| Sales Breakeven Point(USD/month) | $1,350 | — | — |
| Available App Integrations(apps) | 8,000+ | — | — |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | 8-45% + 30-50% FBA | -89% |
| Built-in Customer Base(millions) | Zero (must generate own traffic) | 300+ active customers | -100% |
| Average Time to First Sale(days) | 30-90 days (with marketing) | 3-7 days (instant access) | +1100% |
| Brand Customization Level(scale 1-10) | Complete (10/10) | Minimal (2/10) | +400% |
| Customer Data Access(percentage) | 100% direct access to customer emails and data | 0% customer data; Amazon owns relationship | — |
| Payment Methods Supported(count) | 100+ | — | — |
| Setup Time to Live Store(days) | 7-14 days | — | — |
| Available Apps & Integrations(count) | 6,000+ apps | — | — |
| Checkout Conversion Rate(%) | 3.2-3.5% | — | — |
| Platform Uptime SLA(%) | 99.99% | — | — |
| Payment Processing Fee(percent) | $0.30 | — | — |
| Monthly Base Cost(USD) | $29-$399 | $0 (pay per sale) | — |
| Store Design Flexibility(scale 1-10) | Extensive (9/10) | — | — |
| Transaction Fee Percentage(%) | 2.9% | — | — |
| Available Apps/Extensions(count) | 10,000+ | — | — |
| Annual Revenue(USD) | $514 Billion | $514 Billion | — |
| Market Cap(USD) | $1.8 Trillion | $1.8 Trillion | — |
| Global User Base(millions) | 240+ Prime members + broader reach | 240+ Prime members + broader reach | — |
| Seller Commission Rate(%) | 15% base commission | 15% base commission | — |
| Annual Gross Merchandise Value (GMV)(billions USD) | $638 billion | $638 billion | — |
| Mobile App Downloads (All-Time)(millions) | 500+ million | 500+ million | — |
| Market Dominance Share(%) | 40% US e-commerce market share | 40% US e-commerce market share | — |
| Company Market Capitalization(trillions USD) | $2.36 trillion (July 2026) | $2.36 trillion (July 2026) | — |
| Fulfillment Cost (FBA/Self)(% of sale) | 15-25% (FBA included) | 15-25% (FBA included) | — |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | 8-10% annual growth | — |
| Prime/Membership Benefits(members) | 240 million Prime members | 240 million Prime members | — |
| Average Shipping Time(days) | 1-2 days (Prime) | 1-2 days (Prime) | — |
| Market Share (E-Commerce)(%) | 40% global e-commerce market share | 40% global e-commerce market share | — |
| Annual Revenue (2025)(Billion USD) | $638B (e-commerce only) | $638B (e-commerce only) | — |
| Subscription/Membership Base(Millions) | 240M+ Prime members | 240M+ Prime members | — |
| YoY Revenue Growth (2025)(Percent) | 12-15% (estimated) | 12-15% (estimated) | — |
| Prime Members(millions) | 220+ | 220+ | — |
| Ad Revenue (2026)(billion USD) | $68.5 | $68.5 | — |
| Prime Day 2026 Revenue(billion USD) | $24.1 | $24.1 | — |
| AI Rufus Interaction Growth(percent) | +210% | +210% | — |
| Free Shipping Minimum(USD) | $35 | $35 | — |
| Standard Non-Perishable Pet Delivery Time(days) | 1-2 days (Prime) | 1-2 days (Prime) | — |
| Pet-Specific Product SKU Count(SKUs) | ~50,000-100,000 (estimated pet section) | ~50,000-100,000 (estimated pet section) | — |
| Total Product Categories(categories) | 500+ million SKUs across all categories | 500+ million SKUs across all categories | — |
| Return Window (Standard Pet Supplies)(days) | 30 days (standard Amazon) | 30 days (standard Amazon) | — |
| Active Users (2026)(millions) | Amazon 380 million | Amazon 380 million | — |
| Avg Product Price(USD) | $15-50 | $15-50 | — |
| Standard Shipping Time(days) | 5-7 days | 5-7 days | — |
| Avg Customer Rating(stars) | 4.1/5 | 4.1/5 | — |
| Premium Membership Cost($) | Prime $139 | Prime $139 | — |
All figures sourced from publicly available data. Last updated May 2026.
Shopify
2.9% + $0.30 per transaction (basic plan)🏆
Amazon
8-45% depending on category (FBA: 30-50% all-in)
Shopify
Complete ownership of store design, branding, and customer experience🏆
Amazon
Limited customization within Amazon's marketplace format
Shopify
Requires your own marketing; no pre-existing customer base
Amazon
300+ million active customers with built-in discovery🏆
Shopify
Direct access to all customer data and email lists🏆
Amazon
Limited customer data; Amazon owns the relationship
Shopify
Flexible payment gateway integration options🏆
Amazon
Forced to use Amazon Pay; limited third-party options
Shopify
Requires design work, SEO knowledge, marketing expertise
Amazon
Minimal technical setup; list products and start selling🏆
Shopify
30-90+ days (depends on marketing efforts)
Amazon
3-7 days (access to existing customer base)🏆
Shopify is significantly cheaper long-term for high-volume sellers. A Shopify Basic plan ($29/month) + 2.9% fees on $10,000 monthly sales = $319/month total. The same sales on Amazon with category and FBA fees (averaging 35-45%) = $3,500-$4,500/month. However, Amazon has $0 upfront cost, making it cheaper for sellers testing new products or making <$500/month.
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| Attribute | Shopify | Amazon |
|---|---|---|
| Active Stores | 4.6 Million+ | — |
| Global Market Share(%) | 27% | — |
| Market Dominance Share(%) | 40% US e-commerce market share | — |
| Market Share (E-Commerce)(%) | 40% global e-commerce market share | — |
| Platform 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 | — |
Show 10 more attributesTransaction Processing Fee(percent) 0% (on Shopify Payments) — Transaction Fee Rate(%) 3.89% — Monthly Costs at 100 Sales ($50/item)(USD) $214 — Base Monthly Subscription (Starter Plan)(USD) $29 — Listing Renewal Fee(USD per listing) Included in subscription — Transaction Fee Percentage(%) 2.9% — Annual Membership Cost(USD) $139 per year — Furniture Pricing Advantage(%) Competitive on items under $50 — Avg Product Price(USD) $15-50 — Premium Membership Cost($) Prime $139 — | ||
| 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 | — |
| Design Templates Available(count) | 100+ | — |
| Enterprise Plan Available(yes/no) | Yes ($2,300+/month) | — |
| Product Variant Limit(variants) | Unlimited | — |
| Available App Integrations(apps) | 8,000+ | — |
| App Integrations(count) | 8,000+ | — |
| Payment Gateway Options(count) | 140+ integrations supported | 1 (Amazon Pay only) |
| Available Apps/Extensions(count) | 10,000+ | — |
| 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 | Varies by category and account tier |
| Sales Breakeven Point(USD/month) | $1,350 | — |
| Monthly Active Buyers (Marketplace Access)(millions) | Self-driven traffic | — |
| Commission Fee (Per Transaction)(%) | 2.9% + $0.30 | 8-45% + 30-50% FBA |
| Monthly Base Cost(USD) | $29-$399 | $0 (pay per sale) |
| Seller Commission Rate(%) | 15% base commission | — |
| Fulfillment Cost (FBA/Self)(% of sale) | 15-25% (FBA included) | — |
| Built-in Customer Base(millions) | Zero (must generate own traffic) | 300+ active customers |
| Average Time to First Sale(days) | 30-90 days (with marketing) | 3-7 days (instant access) |
| Brand Customization Level(scale 1-10) | Complete (10/10) | Minimal (2/10) |
| Customer Data Access(percentage) | 100% direct access to customer emails and data | 0% customer data; Amazon owns relationship |
| Payment Methods Supported(count) | 100+ | — |
| Setup Time to Live Store(days) | 7-14 days | — |
| Platform Uptime SLA(%) | 99.99% | — |
| Built-in Enterprise Features | Moderate; app-dependent for advanced needs | — |
| API Control & Headless Capability | Good GraphQL API; limited headless options | — |
| Store Design Flexibility(scale 1-10) | Extensive (9/10) | — |
| Ideal Business Size(GMV) | $0-20M GMV (optimal fit) | — |
| Payment Processing Fee(percent) | $0.30 | — |
| Annual Marketplace Visitors(billions) | Self-generated | — |
| Suitable Product Categories(primary focus) | All product types | — |
| Annual Revenue(USD) | $514 Billion | — |
| Market Cap(USD) | $1.8 Trillion | — |
| Global User Base(millions) | 240+ Prime members + broader reach | — |
| Mobile App Downloads (All-Time)(millions) | 500+ million | — |
| Annual Gross Merchandise Value (GMV)(billions USD) | $638 billion | — |
| Company Market Capitalization(trillions USD) | $2.36 trillion (July 2026) | — |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | — |
| Prime/Membership Members(millions) | 220 million Prime members | — |
| Subscription/Membership Base(Millions) | 240M+ Prime members | — |
| Physical Store Locations(count) | 500+ Amazon Go/Fresh stores | — |
| Average Delivery Speed(days) | Same-day to 1 day (Prime) | — |
| Return Window(days) | 30 days (standard) | — |
| Annual Revenue(billions USD) | $638 billion | — |
| Annual Revenue (2025)(Billion USD) | $638B (e-commerce only) | — |
| Market Capitalization(trillions USD) | $2,360B | — |
| YoY Revenue Growth (2025)(Percent) | 12-15% (estimated) | — |
| Gross Margin Trend (Q4 2025)(Basis Points) | Industry average ~40-45% | — |
| Prime/Membership Benefits(members) | 240 million Prime members | — |
| Average Shipping Time(days) | 1-2 days (Prime) | — |
| Home Goods Focus(%) | Multi-category general retailer | — |
| Design Curation Tools | Basic category and keyword filters | — |
| In-House Brands(count) | Limited home furniture brands | — |
| Product Category Focus | All categories (diversified) | — |
| Specialty Pet Food Availability (Exotic/Medical Diets)(inventory depth) | Limited; depends on seller listings | — |
| Autoship/Subscription Discount Range(Percent) | 5-20% on Subscribe & Save | — |
| Geographic Coverage(states) | 190+ countries and territories | — |
| Prime Members(millions) | 220+ | — |
| Ad Revenue (2026)(billion USD) | $68.5 | — |
| Physical Locations(stores) | Limited | — |
| AI Shopping Assistant(users) | Rufus 250M users | — |
| AI Rufus Interaction Growth(percent) | +210% | — |
| Prime Day 2026 Revenue(billion USD) | $24.1 | — |
| In-Person Support(availability) | Online support only | — |
| Free Shipping Minimum(USD) | $35 | — |
| Standard Non-Perishable Pet Delivery Time(days) | 1-2 days (Prime) | — |
| Pet-Specific Product SKU Count(SKUs) | ~50,000-100,000 (estimated pet section) | — |
| Total Product Categories(categories) | 500+ million SKUs across all categories | — |
| 2025 Pet Supplies Market Position (GMV Rank)(rank) | Not #1 in pet supplies | — |
| Return Window (Standard Pet Supplies)(days) | 30 days (standard Amazon) | — |
| Autoship Subscription Discounts(percent) | Limited pet-specific subscriptions | — |
| Active Users (2026)(millions) | Amazon 380 million | — |
| Standard Shipping Time(days) | 5-7 days | — |
| Product Categories(count) | 30+ main categories | — |
| Avg Customer Rating(stars) | 4.1/5 | — |
| Seller Verification(text) | Strict vetting, A9 quality standards | — |
Side-by-side comparison of numeric attributes