Etsy vs Shopify
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
Shopify
Cloud-based, fully managed SaaS e-commerce platform with built-in payments and hosting
Brand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
Short Answer
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.
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.
Was this verdict helpful?
Choose Etsy if
Artisans, handmade creators, vintage resellers, and niche craft businesses seeking established customer traffic
Choose Shopify if
Brand-focused entrepreneurs, established retailers, high-volume sellers, and businesses requiring advanced features and scalability
Track this comparison
Get notified when prices change, new specs ship, or our verdict updates.
Triggers: price change new spec verdict update
No spam. Stop anytime.
Key Differences at a Glance
Key Facts & Figures
| 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(percentage + fixed fee) | 10.4% | 3.89% | +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(%) | $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% |
| 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) | $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 | — |
| 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(%) | 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) | $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) | — |
| App Ecosystem Size(count) | 9,000+ apps | 9,000+ apps | — |
| 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/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) | — |
| Payment Gateway Options(count) | 100+ | 100+ | — |
| Starting Monthly Cost(USD) | $39 | $39 | — |
| Transaction Fees(percent + fixed) | 2.9% + $0.30 per transaction | 2.9% + $0.30 per transaction | — |
| Setup Time to Launch(hours) | 1-4 hours | 1-4 hours | — |
| Annual Cost (100K Revenue)(USD) | $468 + transaction fees ($2,900) | $468 + transaction fees ($2,900) | — |
All figures sourced from publicly available data. Last updated Jun 2026.
Key Differences
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)🏆
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% |
| 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 18 more attributesTransaction Fee Percentage(%) 6.5% 2.9% Payment Processing Fee(%) $0.20 $0.30 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) $39 — 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) $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(percent + fixed) 2.9% + $0.30 per transaction — Annual Cost (100K Revenue)(USD) $468 + transaction fees ($2,900) — | ||
| Product Variant Limit(variants) | 70 variants max | Unlimited |
| Available App Integrations(apps) | Limited marketplace integrations | 8,000+ |
| Payment Methods Supported(count) | 15+ | 100+ |
| Design Templates Available(count) | 100+ | — |
| Enterprise Plan Available(boolean) | Yes ($2,300+/month) | — |
Show 7 more attributesAvailable Templates(count) ~300 (optimized for sales) — Supported Sales Channels(count) 10+ (online store, POS, social, marketplace, B2B, wholesale) — 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(scale 1-10) 6 (Liquid templating limits) — | ||
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | $1,350 |
| 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 | — |
| Available Apps/Extensions(count) | 2,000+ | 10,000+ |
| Payment Gateway Options(count) | 100+ | — |
| 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+ | — |
| 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 | — |
| AI/Automation Optimization | Native AI-driven commerce agents built-in | — |
| New Features (Feb-Mar 2026)(features) | Ongoing regular updates | — |
| Data Portability | Limited export; difficult migration | — |
| App Integrations(count) | 8,000+ | — |
| Support Channels(channels) | Phone, Email & 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) | — |
| App/Integration Ecosystem(apps) | 4,600+ | — |
| App Ecosystem Size(count) | 9,000+ apps | — |
| Annual Account Suspension Risk(%) | ~0.01% | — |
| Platform Uptime SLA(%) | 99.99% | — |
| 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 to Launch(hours) | 1-4 hours | — |
| Recommended Maximum Annual Revenue(USD) | Unlimited | — |
| Product Listing Limits(count) | Unlimited products | — |
| Product Limit(products) | Unlimited (pricing tier independent) | — |
| 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 | — |
| Transaction Fee (Standard)(percentage + fixed) | 2.7% + $0.30 | — |
| Initial Setup Time(minutes) | Hours to 1 day | — |
| Setup Time(minutes) | 30-60 minutes | — |
| Free Physical Items Limit(items/month) | None (paid plans only) | — |
| Security Management(responsibility level) | Shopify manages all compliance | — |
EtsyShow 18 more attributes
Show 7 more attributes
Visual Comparison
Side-by-side comparison of numeric attributes
Pros & Cons
Etsy
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
Shopify
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
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
Dive deeper with these curated resources
Where to Buy
As an affiliate, we may earn a commission from qualifying purchases at no extra cost to you. Learn more
Wikipedia
Related Comparisons
Shopify vs WooCommerce
software
Squarespace vs Shopify
software
Etsy vs eBay
products
Shopify vs Wix
software
Magento vs Shopify
software
Square vs Shopify
software
Ecwid vs Shopify
software
Amazon vs Etsy
companies
Amazon vs Shopify
software
WordPress vs Shopify
software
WordPress vs Wix
software
Slack vs Microsoft Teams
software
Related Articles
Best Streaming Services in 2026: Top Picks for Every Budget & Interest
Navigating the crowded streaming landscape in 2026 can be overwhelming. We've tested and ranked the best streaming services that offer the most value, from Netflix's massive library to budget-friendly options like Tubi, helping you cut cable and find your perfect entertainment solution.
Best Live TV Streaming Services & Plans for Spring 2026: Complete Buyer's Guide
Tired of overpaying for cable? Discover the best live TV streaming services and plans for Spring 2026, including YouTube TV's new genre-based packages starting at $55/month. Our comprehensive guide breaks down pricing, channels, and features to help you cut the cord.
Philo in 2026: Streaming TV Service Review, Pricing & Reddit Community Insights
Explore Philo's evolution heading into 2026, including pricing tiers, channel lineup, and how it compares to competitors like Sling TV. Discover what the r/PhiloTV Reddit community thinks about the service's current offerings and future prospects.
Best US Fighter Jets 2026: Top American Combat Aircraft Ranked
Discover the most advanced US fighter jets dominating the skies in 2026. From the legendary F-22 Raptor to the versatile F-35 Lightning II, we rank America's best combat aircraft based on performance, stealth, and air superiority capabilities.
Philo in 2026: Pricing, Lineup & How It Compares to Sling TV
As we head into 2026, Philo continues to position itself as an affordable streaming alternative for cable TV lovers. Discover what Philo offers, how its pricing stacks up against competitors like Sling TV, and what the Reddit community thinks about its future.