Shopify vs Etsy: Why You Don’t Have to Choose Just One

Wondering when to use Shopify vs Etsy? You don’t have to choose! Learn how combining both platforms can boost your sales, grow your brand, and simplify operations. Perfect for sellers ready to take their online business to the next level.

Key Takeaways

→ You can — and should — sell on both platforms. Shopify and Etsy serve different purposes: Etsy offers instant marketplace visibility, while Shopify provides brand control and scalability. Using both helps maximize reach and revenue.

→ Etsy is great for discovery; Shopify is best for growth. Let Etsy attract new shoppers, then direct them to your Shopify store for future purchases. This creates a powerful funnel that boosts loyalty, repeat sales, and long-term brand value.

→ Smart integrations and automation make managing both easy. With the right tools — like Zapier, ShipStation, and Hyperspeed — you can sync inventory, automate orders, and streamline fulfillment, making dual-platform selling efficient and scalable.

The best of both ecommerce worlds

Let’s be real – choosing where to sell your products online is a big deal.

Shopify vs Etsy – best of ecommerce worlds

The platform you pick can make or break your business success. I’ve seen talented creators struggle simply because they weren’t on the right platform for their specific needs.

And here’s the truth: many Shopify store owners limit themselves by thinking they need to choose between Shopify OR Etsy.

But what if you didn’t have to choose?

Shopify and Etsy as two ecommerce giants shaping global online shopping

These two ecommerce giants serve millions of sellers and shoppers worldwide.

Etsy has over 95 million active buyers looking specifically for unique, handmade goods. Meanwhile, Shopify powers more than 5.1 million businesses of all sizes across the globe.

Shopify vs Etsy – Shaping global online shopping

The impact is massive.

In 2023 alone, Shopify merchants generated over $235 billion in sales, while Etsy facilitated billions in transactions for handmade and vintage products.

These platforms aren’t just websites – they’re entire ecosystems shaping how we buy and sell online.

The central thesis: You don’t have to choose just one to grow your business

Here’s my #1 tip for Shopify store owners: stop thinking about Etsy as your competition and start seeing it as a complementary channel.

The smartest sellers I know use both platforms strategically to maximize visibility, sales, and growth.

I’ll show you exactly how to leverage the best of both worlds – Shopify’s brand control and Etsy’s ready-made audience – to take your business to the next level.

Understanding the platforms: Shopify vs Etsy at a glance

Before diving into strategy, it’s important to understand what makes each platform unique. Shopify and Etsy cater to different types of sellers, and knowing their core strengths helps you make informed decisions about how to use them effectively.

Shopify vs Etsy at a glance

What is Etsy? A marketplace for handmade, vintage, and custom goods

Etsy is like a massive digital craft fair where creators sell handmade, vintage (20+ years old), and custom/customizable goods. Unlike other marketplaces, Etsy has strict guidelines about what can be sold – mass-manufactured products generally aren’t welcome.

When you sell on Etsy, you’re essentially renting space in their marketplace. You get a storefront page, but it lives within the Etsy ecosystem. This means you benefit from their massive traffic but have less control over your brand experience.

What is Shopify? A powerful ecommerce website builder for full brand control

Shopify, on the other hand, is your own standalone store. Think of it as building your own boutique rather than renting a booth at a fair. Shopify provides the tools to create a fully customized website where you control everything – from design to checkout experience.

With Shopify, you can sell virtually anything (legal), set up your own domain name, and create a unique brand experience. The tradeoff? You need to drive your own traffic through marketing efforts.

Target users: Which businesses each platform attracts

Etsy typically attracts:

• Artisans and crafters selling handmade goods
• Vintage collectors and resellers
• Custom product creators
• New sellers testing product-market fit
• Side-hustlers and hobbyists

Shopify typically attracts:

• Established brands seeking growth
• Businesses selling non-handmade products
• Sellers wanting complete brand control
• Entrepreneurs building long-term assets
• Multi-channel retailers

But here’s where it gets interesting – there’s a huge overlap in these categories. Many businesses fit both descriptions at different stages of growth.

Shopify vs Etsy feature comparison table

Shopify vs Etsy – The key differences you should know

While both platforms help you sell online, they operate in fundamentally different ways. From pricing and product restrictions to branding and scalability, these key differences can significantly impact your ecommerce journey.

Shopify vs Etsy – The key differences

Products allowed: Handmade-only on Etsy vs anything on Shopify

The biggest difference between these platforms is what you can sell. Etsy has specific requirements – products must be handmade by you, vintage (20+ years old), or craft supplies. They’ve gotten stricter about this over time, and sellers who try to list mass-manufactured goods often get shut down.

Shopify has virtually no restrictions (beyond legal requirements). Sell handmade jewelry? Great. Dropship print-on-demand t-shirts? No problem. Resell wholesale items? Absolutely. This flexibility makes Shopify the clear winner for diverse product catalogs.

I worked with a candle maker who started on Etsy but wanted to expand into home decor items she wasn’t making herself. Shopify allowed her to grow beyond Etsy’s limitations while keeping her handmade products on both platforms.

Pricing and fees: How the cost structures differ

Etsy’s pricing is deceptively simple but can eat into profits:

• $0.20 listing fee per item (renewals every 4 months)
• 6.5% transaction fee on sales
• 3% + $0.25 payment processing fee
• Optional Etsy ads and Etsy Plus ($10/month)

For example, on a $50 sale, you’ll pay around $5 in fees – that’s 10% off your revenue!

Shopify’s pricing is more predictable:

• Plans from $29-$299/month
• 0% transaction fees (if using Shopify Payments)
• Credit card processing fees (about 2.9% + $0.30)
• App costs for added functionality

At first glance, Etsy seems cheaper, especially for low-volume sellers. But as sales grow, Shopify becomes more cost-effective. A store with $10,000 monthly revenue would pay about $650 in Etsy fees versus $29-$79 on Shopify (plus payment processing).

Ease of setup: Etsy’s plug-and-play simplicity vs Shopify’s setup flexibility

I won’t sugarcoat it – Etsy is way easier to get started with. You can literally be up and selling in an afternoon. Create an account, list products with good photos and descriptions, set up payment info, and you’re live! The simplicity is perfect for testing products or starting a side hustle.

Shopify requires more setup time. You’ll need to:

• Choose and customize a theme
• Configure payment gateways
• Set up shipping options
• Create essential pages (About, Contact, Policies)
• Connect a domain name
• Establish your brand identity

While not rocket science, this process typically takes days rather than hours. The tradeoff is worth it for the control you gain.

Customization: Shopify’s website builder vs Etsy’s standard templates

Shopify shines brightest when it comes to customization. With thousands of themes (both free and paid) and the ability to modify code, your Shopify store can look exactly how you want. Add apps, create custom pages, design unique checkout experiences – the possibilities are endless.

On Etsy, all stores follow the same basic template. You can add a banner and shop icon, write a bio, and arrange your listings, but that’s about it. Every Etsy shop looks recognizably “Etsy,” which limits brand differentiation.

This matters because distinctive branding drives customer loyalty. When shoppers can only remember they “bought it on Etsy” rather than from YOUR brand, you’re missing a massive opportunity.

Marketing and SEO: Shopify’s advanced tools vs Etsy’s built-in marketplace traffic

Here’s where the real magic happens when you use both platforms strategically.

Etsy brings built-in traffic. Millions of shoppers search Etsy daily for products like yours. The platform’s SEO is straightforward – use keywords in titles and descriptions that match what buyers search for. This gives new sellers an immediate audience without marketing costs.

Shopify gives you complete marketing control but requires more work. You’ll need to:

• Build an email list
• Run social media campaigns
• Create content marketing
• Invest in paid advertising
• Optimize for Google SEO (not just platform SEO)

The smart approach? Use Etsy to capture marketplace shoppers while building your Shopify store’s traffic through long-term marketing strategies.

Store ownership and branding: Your own domain vs shared marketplace identity

When selling on Etsy, your store lives at etsy.com/shop/yourstorename. This means:

• Etsy owns the domain and platform
• Customers associate purchases with Etsy first, your brand second
• You’re subject to Etsy’s terms, which can change
• If suspended, you could lose access to everything

With Shopify, you own yourstore.com. This creates:

• A professional, branded experience
• Direct customer relationships
• Control over policies and terms
• An asset you could potentially sell someday

Think of it this way: Etsy is renting space; Shopify is building equity.

Scalability and growth: Shopify’s edge in long-term business building

As your business grows, Shopify scales more effectively. I’ve seen sellers hit walls on Etsy once they reach a certain size. Common scaling issues include:

• Etsy’s listing structure becomes unwieldy with large inventories
• Fee structures eat more profit as volume increases
• Limited customer data makes remarketing difficult
• Marketplace rules restrict expansion into new product lines

Shopify grows with you. From 10 sales to 10,000, the platform handles it all with features like:

• Inventory management
• Staff accounts
• Advanced analytics
• International selling
• Wholesale channels
• Integration with ERPs and other business systems

Why choose just one? The case for using both Shopify and Etsy

It’s not a battle between platforms—it’s about using each one for what it does best. Smart sellers are combining Shopify and Etsy to drive discovery, build loyalty, and grow revenue without being boxed into a single system.

Shopify vs Etsy – Use both

Diversifying your online presence: Build your brand while leveraging Etsy’s marketplace

The smartest ecommerce strategy I’ve seen is using both platforms with clear purposes:

• Etsy for marketplace exposure and new customer acquisition
• Shopify for brand building, customer retention, and higher-margin sales

Think of Etsy as your “top of funnel” – capturing buyers who might never find you otherwise. Then, strategically move these customers to your Shopify store for future purchases.

Etsy for discovery, Shopify for loyalty and retention

Let me walk you through the ideal customer journey across both platforms:

1. A shopper discovers your product while browsing Etsy
2. They purchase and love what they receive
3. Your packaging includes a card with a special offer for their next purchase on your Shopify store
4. They visit your website, where you capture their email
5. Now they’re in your ecosystem – purchasing directly, joining your loyalty program, and buying products you can’t even sell on Etsy

This strategy gives you the best of both worlds – Etsy’s discovery power and Shopify’s brand-building capabilities.

Real-world examples of businesses succeeding with both

I worked with a jewelry maker who used this exact approach. She maintained her Etsy shop for simple designs and customer acquisition while featuring her premium collections exclusively on her Shopify store. After implementing this strategy, her revenue grew 137% in just one year.

Another client sells handmade wooden toys. He uses Etsy for popular seasonal products that benefit from marketplace searches while selling his complete collection on Shopify. His Etsy shop effectively functions as a permanent advertisement for his brand.

Shopify vs Etsy: Cross-platform strategies to grow traffic, sales, and visibility

Ready for some actionable tactics? Here’s how to maximize both platforms:

1. Strategic product distribution: Keep some products Etsy-exclusive, some Shopify-exclusive, and some on both platforms. This gives customers reasons to check out both channels.
2. Price differentiation: Price items slightly higher on Etsy to offset fees while offering “direct” discounts on your Shopify store. For example, a $50 Etsy item might be $45 on your website.
3. Bundle offers: Create bundles on your Shopify store that aren’t available on Etsy, then mention these in your Etsy item descriptions.
4. Limited editions: Launch limited-time products on Etsy to capture marketplace attention, then direct customers to your Shopify store for the “full collection.”
5. Cross-promotion inserts: Include branded cards with every Etsy order offering a special discount code for first-time purchases on your website.

These approaches don’t violate Etsy’s terms while effectively building your independent store traffic.

Integrating your Etsy and Shopify stores

Managing two storefronts might sound overwhelming, but integrations and automation make it surprisingly seamless. With the right tools, you can sync inventory, streamline orders, and keep both platforms running smoothly.

Integrating your Etsy and Shopify

Connecting platforms with tools like Zapier, Gelato, and others

Managing two stores doesn’t mean double work if you set up the right integrations.

Here are the tools making dual-platform selling easier:

• Shopify’s Etsy Integration App: Sync products, inventory, and orders between platforms
• Zapier: Create custom workflows between Etsy, Shopify, and other tools
• Gelato: Print-on-demand fulfillment for both platforms
• ShipStation: Unified shipping management
• Printful/Printify: POD products across both channels

Setting these up takes a few hours upfront but saves countless hours of manual work later.

Automating order management, inventory syncing, and customer data

The key to making this strategy work is automation. Here’s what you should automate first:

• Inventory syncing: When an item sells on either platform, update quantity everywhere
• Order fulfillment: Centralize shipping regardless of where the sale happened
• Customer data collection: Gather buyer information from both channels into a single CRM
• Pricing updates: Push price changes to both platforms simultaneously
• Product creation: Set up systems to push new products to both channels

Without these automations, managing multiple platforms quickly becomes overwhelming.

Examples of automations

• Add new Shopify orders to Google Sheets
• Sync new customers to Google Ads
• Notify your team on Slack when you make a sale

Let’s get more specific with automation examples you can implement today:

1. Etsy to Shopify customer capture: Use Zapier to automatically add Etsy customers to your Shopify email list (with appropriate permissions)
2. Inventory alerts: Set up Slack notifications when inventory runs low across either platform
3. Unified analytics: Create a Google Sheet that pulls daily sales data from both platforms for side-by-side comparison
4. Review management: Collect reviews from both platforms into a single dashboard for monitoring
5. Social proof: Automatically share new 5-star Etsy reviews on your social media accounts

These automations create a seamless ecosystem that feels like managing one store, not two.

Tips for maintaining a cohesive brand across both platforms

Your customers shouldn’t feel like they’re dealing with two different businesses.

Here’s how to create a unified brand experience:

1. Visual consistency: Use identical product photos, logo, and color schemes
2. Voice and tone: Maintain consistent product descriptions and brand messaging
3. Packaging: Ship orders in the same branded packaging regardless of platform
4. Customer service: Provide the same level of support across channels
5. Policies: Align return policies, shipping timeframes, and other terms
6. Cross-referencing: Mention your presence on both platforms in your profiles

The goal is for customers to recognize your brand instantly, whether they’re on Etsy or your Shopify store.

Shopify vs Etsy: Common challenges and how to solve them

Selling on multiple platforms brings unique challenges—from inventory headaches to shipping and customer service. This section explores practical solutions to keep your operations efficient and your customer experience strong.

Shopify vs Etsy – Common challenges

Managing inventory across both stores

Inventory challenges are the #1 headache for multi-channel sellers. Here’s how to solve them:

1. Use a central inventory management system: Consider tools like TradeGecko or Cin7
2. Set inventory buffers: Keep a small safety stock to prevent overselling
3. Prioritize platforms: Decide which platform takes precedence if stock becomes limited
4. Batch processing: Handle inventory updates at scheduled times rather than continuously
5. Automation alerts: Set up notifications when inventory discrepancies occur

With proper systems, inventory management becomes nearly automatic.

Keeping shipping and fulfillment efficient

Shipping from multiple platforms can quickly become chaotic. Streamline with these approaches:

1. Centralized shipping station: Process all orders through a single system like ShipStation
2. Batch processing: Fulfill orders in scheduled batches rather than one-by-one
3. Platform-specific packaging inserts: Use color-coded inserts based on sales channel
4. Shipping rules: Create consistent shipping methods and pricing across platforms
5. 3PL consideration: Once volume justifies it, consider third-party logistics

The goal is for your shipping process to be platform-agnostic – the same efficient system regardless of where the order originated.

Balancing advertising budgets and analytics

With limited marketing dollars, how do you allocate between platforms? Follow this framework:

1. Track platform-specific ROI: Measure return on ad spend separately for Etsy and Shopify
2. Funnel-based allocation: Invest more in whichever platform performs better for new customer acquisition
3. Lifecycle marketing: Use Etsy for discovery, Shopify for retention campaigns
4. Attribution modeling: Implement UTM parameters to track cross-platform customer journeys
5. Test and adjust quarterly: Reallocate budgets based on performance data

Remember, sometimes advertising on one platform drives sales on another – proper attribution tracking is essential.

Handling reviews and customer communication

Managing feedback across platforms requires organization:

1. Unified inbox: Use tools like Gorgias to centralize customer communication
2. Response templates: Create consistent answers to common questions
3. Review monitoring: Check reviews on both platforms daily
4. Cross-platform reputation management: Address negative feedback quickly, regardless of platform
5. Review leveraging: Share great reviews across platforms (where terms allow)

Consistent, prompt communication builds trust regardless of where customers find you.

Optimizing store performance across platforms

Running both a Shopify store and an Etsy shop means performance issues can multiply—especially as your traffic grows. Here’s how to stay fast and efficient:

1. Speed matters: Shoppers expect fast load times. A slow Shopify store can hurt conversions and search rankings.
2. Use speed optimization apps: Most speed optimization apps help boost page load times by compressing images, deferring non-critical scripts, and removing unused code—automatically.
3. Audit regularly: Run monthly speed tests using tools like Google PageSpeed Insights or GTmetrix to catch performance drags.
4. Streamline your theme: Avoid heavy or bloated themes and remove unnecessary apps that slow your site down.
5. Mobile-first optimization: Most shoppers are on mobile—ensure your store runs seamlessly on all screen sizes.

A high-performing store doesn’t just convert better—it enhances the customer experience, builds trust, and improves your Shopify SEO. Hyperspeed helps make your Shopify store fast, no matter how many products or pages you manage.

Discover more tips and strategies in our Ultimate Guide to Ecommerce Site Speed Optimization.

When to expand from Etsy to Shopify (and vice versa)

Timing your platform expansion is key. Whether you’re an Etsy seller thinking about launching a Shopify store or vice versa, this guide helps you recognize the right moment and the best steps to take.

Shopify and Etsy – When to expand

Signs you’re ready to build your own ecommerce website

If you’re currently only on Etsy, here’s how to know you’re ready for Shopify:

• You have repeat customers: They’re searching for your brand specifically
• Etsy fees exceed Shopify costs: Calculate your monthly Etsy fees vs. Shopify subscription
• You want to sell non-compliant products: Your product line is expanding beyond Etsy’s rules
• You’re building email marketing: You need better customer data
• Brand recognition is growing: People remember your brand, not just “something from Etsy”

Don’t wait too long – the best time to start building your Shopify presence is before you desperately need it.

How to transition or complement Etsy with a Shopify store

Here’s a 90-day plan to expand from Etsy to Shopify without losing momentum:

Days 1-30: Setup Phase

• Set up your Shopify store with core products
• Create essential pages and policies
• Set up tracking and analytics
• Test the complete purchasing process

Days 31-60: Soft Launch

• Invite existing customers to your new store with special offers
• Begin collecting emails through your Shopify store
• Keep Etsy fully operational
• Test marketing channels for your Shopify store

Days 61-90: Full Integration

• Implement cross-platform promotions
• Establish automation between platforms
• Scale successful marketing channels
• Analyze customer behavior across platforms

This gradual approach maintains your Etsy revenue while building your Shopify presence.

When Etsy might still be a strategic addition to a standalone store

Already on Shopify but considering Etsy? Here’s when adding Etsy makes sense:

• Your products fit Etsy’s handmade/vintage categories
• You need more top-of-funnel traffic
• Your customer acquisition costs are rising
• You want to test new product lines with lower risk
• Seasonal sales are a significant part of your business

Even established Shopify brands can benefit from Etsy’s marketplace visibility for the right products.

Final thoughts – Grow your ecommerce business using both giants

Shopify and Etsy aren’t rivals—they’re powerful partners when used strategically. By understanding their strengths and aligning them with your goals, you can build a more resilient and profitable ecommerce business.

Grow your ecommerce business with Shopify and Etsy

Shopify and Etsy don’t have to be competitors—they can be collaborators

The biggest mistake I see sellers make is viewing these platforms as competitors when they should be viewed as complementary tools in your business toolkit. Each has strengths that offset the other’s weaknesses.

By strategically using both, you create a more resilient business with multiple growth avenues. If Etsy changes its algorithm or Shopify’s ads become more expensive, you’re not completely dependent on either.

Choose the right fit for each stage of your online business journey

Your platform strategy should evolve with your business:

• Starting out: Focus on Etsy for its simplicity and built-in traffic
• Building momentum: Add Shopify while maintaining Etsy presence
• Scaling up: Shift primary focus to Shopify while keeping Etsy as a customer acquisition channel
• Brand dominance: Maintain Etsy strategically for specific products and marketplace visibility

There’s no one-size-fits-all approach – let your business stage guide your platform balance.

Let your goals guide your strategy—not the platform limitations

Finally, remember that these platforms are tools, not destinations. Your business goals should drive your platform decisions, not vice versa.

If building a recognized brand is your priority, invest more in Shopify. If maximizing immediate sales matters most, Etsy might deserve more attention. If creating a sustainable, diversified business is the goal, use both strategically.

The most successful online sellers I know aren’t loyal to platforms – they’re loyal to strategies that drive growth.

Frequently Asked Questions

Can I sell on both Shopify and Etsy at the same time?

Yes, you can run a Shopify store while selling on Etsy’s marketplace. Many businesses use both ecommerce platforms to reach more shoppers, grow brand visibility, and attract customers across the globe. It’s a great way to scale your online store.

What are the key differences between Shopify and Etsy?

Shopify is a customizable ecommerce website builder, while Etsy is a global marketplace focused on handmade and vintage goods. Shopify offers more control, branding, and scalability, whereas Etsy makes it easier to start selling online quickly.

Which platform is better for handmade goods?

Etsy is the best platform for handmade goods, vintage items, and custom creations. It connects you to millions of shoppers already looking for unique products, making it ideal for sellers focused on creative and artisanal ecommerce.

Is Shopify or Etsy cheaper to use?

Etsy charges listing and transaction fees, while Shopify has monthly plans plus payment processing fees. Etsy may be cheaper initially, but Shopify offers more control and value as your business grows and takes ecommerce to the next level.

Why should I consider using both Shopify and Etsy?

Using both platforms helps you reach Etsy’s built-in audience and build a branded store with Shopify. It expands your ecommerce presence, improves visibility, and gives you tools to grow your business across different shopping channels.

How do I sync my Shopify store with Etsy?

You can use integrations like Zapier, CedCommerce, or Etsy Marketplace Integrator to sync orders, inventory, and product listings between Shopify and Etsy. This helps streamline your workflow and manage your online business efficiently.

Which is better for long-term growth: Shopify or Etsy?

For long-term growth, Shopify is the better fit. It gives businesses full control over branding, marketing, and scalability, unlike Etsy’s marketplace, where sellers are limited by platform rules and increased competition across the globe.

Do I need different product strategies for Shopify and Etsy?

Yes, tailor your strategies for each platform. Use Etsy for trending or niche handmade goods and Shopify to showcase a full product catalogue, create a branded ecommerce website, and build customer loyalty with owned shopping experiences.

Can Etsy reviews be used on my Shopify site?

Yes, many apps let you import Etsy reviews to your Shopify store. This builds trust with new customers on your ecommerce website by showcasing social proof from your marketplace presence and helps convert visitors into buyers.

What types of businesses benefit most from using both?

Small businesses, artists, and makers selling handmade or vintage goods benefit from Etsy’s marketplace traffic and Shopify’s customizable store builder. Using both platforms helps reach millions and grow a global ecommerce presence.