Shopify vs. Etsy: Which Platform Is Right for Your Business?

Starting a print-on-demand business means making an important decision-where to sell. Picking the wrong platform can lead to low profit margins, poor visibility, and slow growth.

With rising marketing costs, transaction fees, and platform competition, your choice of selling platform can make or break your business.

Shopify vs. Etsy: An Overview

Before we look at the specific features and differences between Shopify vs. Etsy, let’s first take a look at what each platform has to offer.

What is Shopify and Why is it a Good Platform For Print-on-Demand Business?

Shopify is a customizable ecommerce platform ideal for print-on-demand businesses because it offers full control over your online store, branding, and integrations with print on demand suppliers.

With Shopify, you have full control over your store. You can build a unique brand, set your own rules, and own your customer data. This flexibility is great for long-term growth.

However, the tradeoff is that you're responsible for bringing in traffic and building your audience. Unlike marketplaces, Shopify doesn't give you instant exposure-you have to grow your brand from the ground up.

What is Etsy and Why Is it a Good Platform for Print-on-Demand Sellers?

Etsy is a popular online marketplace that gives print-on-demand sellers instant access to a large audience looking for custom and handmade products.

Etsy is a great choice for print-on-demand sellers because it gives you instant access to a large audience actively looking for personalized and custom-designed products. The platform handles much of the technical setup, so you can focus on your designs. It also comes with built-in trust and credibility, thanks to Etsy’s well-known and established brand.

Also Read:

• Sell on Etsy in Easy Steps: A Seller's Guide
• 7 Best Print On Demand Services For Artists
• The Ultimate Art Print Size Guide [Standard Sizes for 2025]

Key Differences Between Shopify and Etsy

The decision between Shopify vs. Etsy goes far beyond simple platform features. Let's look at the main differences that will affect your daily operations.

Platform Ownership and Customization  

With Shopify, you're building your own digital storefront. You have full control over the customer journey-from homepage to checkout. You can:

• Customize product collections
• Design mobile-friendly layouts
• Set up custom discounts and post-purchase experiences

This freedom allows you to build a strong brand, but it may require technical skills. While Shopify offers templates and drag-and-drop tools, full customization often means learning basic HTML/CSS or hiring help.

In contrast, Etsy works more like renting space in a large marketplace. Customization is limited to your:

• Shop banner
• Profile photo
• Product listings

You get less flexibility, but setup is easier and faster-ideal for beginners.

Ease of Use

Starting with Etsy is simple and fast. It’s like joining a well-organized craft fair-most of the structure is already in place. The platform guides you step by step:

• Create an account
• Set shop preferences
• List your first product

For POD sellers, Etsy lets you launch quickly without needing technical skills. Integrating with print-on-demand suppliers is easy, though your customization options are more limited than on Shopify.

Shopify takes more effort upfront but offers more control. Setting up involves:

• Choosing and customizing a theme
• Configuring payment methods
• Managing inventory and shipping settings

While it has a steeper learning curve, Shopify’s tools grow with your business. Over time, you gain access to advanced features like:

• Marketing automation
• Inventory tracking
• Customer relationship management

Target Audience and Reach

Etsy gives you instant access to a built-in audience. The platform attracts over 91 million active buyers looking for unique, personalized items. These shoppers value creativity and originality-perfect for print-on-demand products with custom designs.

Etsy’s search engine rewards:

• New listings
• Shops with high customer service ratings

Buyers often browse casually, which leads to discovery-based purchases rather than search-intent purchases.

Shopify puts you in control of your marketing. You build your own audience and drive traffic to your store through:

• Email automation
• Retargeting ads
• Social media campaigns

With Shopify, you can:

• Launch targeted promotions
• Test different customer segments
• Use detailed analytics to improve your results

This makes Shopify ideal for brand-focused sellers who want to scale through advanced marketing strategies.

Also Read:

• Is Selling on Etsy Worth It? Cost, Advantages & Alternatives
• Printful Alternatives: Finding The Right POD For Your Business
• Choosing the Best Ecommerce Platform for Businesses in 2025

Shopify vs. Etsy Fees: Which One Is More Affordable?

To fully understand the cost of  Shopify vs. Etsy platforms, it's important to consider their base prices and how additional fees can affect your profits at different sales levels. 

Let's break down these Shopify vs. Etsy costs to help you make a financially sound decision for your print-on-demand business.

Shopify Fees 

Shopify offers a tiered pricing system to fit different business needs. Here’s a quick breakdown of each plan:

• Basic – $32/month
  Best for small businesses. Includes product listings, credit card processing, and abandoned cart recovery.
• Shopify – $92/month
  Great for growing stores. Adds detailed analytics, lower fees, and supports up to 5 staff accounts.
• Advanced – $399/month
  Designed for scaling businesses. Offers advanced reporting, lower transaction fees, and up to 15 staff accounts.‍
• Shopify Plus – Custom pricing (starting at $2,300/month)
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Built for enterprise-level operations. Includes dedicated support, API access, and advanced security features.

When using Shopify, it's important to factor in the following additional costs beyond the monthly plan:

• Transaction Fees: If you use Shopify Payments, there are no extra transaction fees. However, using a third-party payment processor adds a fee ranging from 0.2% to 2%, depending on your plan.
• Credit Card Processing Fees: In the U.S., these fees range from 2.5% to 2.9% per transaction. Rates may vary by country.

Free Trial: Shopify offers a free trial, so you can explore the platform and its features before choosing a plan.

Etsy Fees

Etsy's fee structure may seem straightforward, but its various charges can significantly impact your profits. The platform operates on a pay-as-you-go model, making it a cost-effective option for businesses with smaller budgets. The two main fees are:

1. Listing Fees: $0.20 per item. Listings expire after four months, so maintaining a product in your store for a year will cost $0.60 if set to auto-renew.
2. Transaction Fees: 6.5% of the item’s sale price.

Image via Etsy

Additional Costs to Consider:

• Etsy Payments: Etsy’s in-house payment processor applies credit card and transaction fees. For U.S. sellers, this is 3% + $0.25 per transaction. In the U.K., it’s 4% + £0.20.
• Etsy Plus: $10/month subscription, which provides 15 listing credits, $5 Etsy Ads credit, and minor perks like discounts on branded packaging.
• Pattern Store: $15/month for creating a basic standalone ecommerce site. However, functionality is limited compared to Shopify.

Detailed Fee Comparison

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In this Shopify vs. Etsy comparison, the more affordable platform ultimately depends on your business model, sales volume, and growth trajectory. Etsy's pay-as-you-go model suits businesses with lower sales volumes or seasonal fluctuations, while Shopify's predictable monthly fee structure benefits steady, higher-volume sellers.

Also Read:

• Top Print-On-Demand Companies and How to Choose the Best
• Top Gelato Print-on-Demand Alternatives

Features and Tools Comparison

Understanding the feature sets of Shopify vs. Etsy is key to determining how each platform can cater to your print-on-demand business's specific needs. Let’s dive into the  Shopify vs. Etsy capabilities from the perspective of a POD entrepreneur.

Shopify Features

Shopify has a suite of tools designed for scalable ecommerce operations. Here’s a rundown of its features:

• Multi-Channel Selling: Sell your products across platforms like Amazon, Facebook, Instagram, and TikTok. Shopify syncs orders and inventory, making multi-channel selling easy to manage.
• Abandoned Cart Recovery: Shopify automatically sends reminder emails to shoppers who leave items in their cart. This can recover up to 12–15% of abandoned checkouts-ideal for increasing conversions.
• Advanced SEO Tools: Each product and page has customizable SEO settings including meta titles, descriptions, and URLs. This helps improve visibility on Google.
• Built-in Blogging: You can run a blog directly on your Shopify site. Sharing helpful content builds authority and brings targeted traffic to your store.
• Fraud Analysis: Shopify flags high-risk orders using customer behavior and payment details-helping you avoid potential chargebacks or scams.
• Discount and Coupon Codes: Easily create discount codes or run storewide sales. Great for seasonal promotions or product launches.
• SSL Certificates: Every Shopify store includes SSL encryption, which protects customer data and builds trust at checkout.‍
• Application Integrations and API Access: Shopify connects with thousands of apps. You can integrate print-on-demand services, analytics tools, and more using Shopify’s robust API access.

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Etsy Features

Etsy simplifies selling within its established marketplace. It offers tools designed to streamline the process. The features include:

1. Basic SEO Settings: Etsy lets you edit titles, descriptions, and image alt text to improve visibility on Etsy and search engines like Google. However, SEO settings are more limited than Shopify’s customizable options.
2. Etsy Marketplace: Gain instant access to millions of active shoppers looking for unique and personalized products. No need for heavy marketing-Etsy brings the audience to you.
3. Etsy Ads: Sellers can run targeted ads within Etsy’s ecosystem, promoting products directly in search results and other pages.
4. Etsy Pattern: This optional feature allows merchants to create a standalone website outside the Etsy marketplace. However, Pattern sites have limited functionality compared to Shopify and lack direct integration with Etsy search.

Marketing and SEO

The marketing and SEO approaches for Shopify vs. Etsy platforms differ, requiring distinct strategies for success. Shopify gives you complete control over your SEO. You can optimize every aspect of your store's search presence, including:

• Custom meta titles and descriptions
• URL structures
• Content hierarchy
• Image alt text
• Robots.txt configuration
• XML sitemaps
• Redirects management

Etsy's SEO approach operates on two levels. First, you optimize for Etsy's internal search engine, which prioritizes:

• Relevant keywords in titles and descriptions
• Recent listings
• Customer engagement metrics
• Shop performance scores
• Shipping costs and processing times

Second, your Etsy listings can appear in general search engine results, expanding your SEO reach. This means your products could rank both within Etsy and in Google search results, potentially reaching customers through multiple channels.

Also Read:

• Print-on-Demand vs Dropshipping: The Essentials Explained
• What is WooCommerce? A Guide to Ecommerce on WordPress

Selling on Etsy vs. Shopify: Pros and Cons

Let's examine how the  Shopify vs. Etsy platforms serve print-on-demand businesses, analyzing their strengths and limitations to help you make an informed decision.

Below is a comprehensive breakdown of Shopify vs. Etsy pros.

Pros of Selling on Shopify

1. Full Customization and Branding: You can customize every element of your online store, from the domain name to the design, ensuring a professional and cohesive look that resonates with your target audience.
2. Dropshipping-Friendly: Shopify is a top choice for dropshipping businesses, with seamless integrations for apps. It provides the infrastructure to sell products without holding inventory.
3. Payment Methods & Fees:  Shopify supports payments via credit/debit cards, PayPal, Apple Pay, Google Pay, Meta Pay, Amazon Pay, and cryptocurrency (via third-party integrations). The transaction fees range from 2.5% to 2.9% per sale.
4. Advanced Point-of-Sale (POS) Tools: Shopify's POS system is excellent for businesses that sell both online and in-person. If you need to manage inventory, payments, and sales across physical locations and your website, Shopify is an ideal choice.
5. Marketing and SEO Tools: Shopify includes a built-in blog and free email marketing tools, empowering sellers to drive traffic and boost sales without relying solely on paid advertising.
6. Omnichannel Selling: Shopify lets you list your products across multiple channels, including social media platforms and Etsy. This gives you the flexibility to combine Etsy's marketplace with your Shopify store for broader reach.
7. Global Accessibility: Shopify offers 24/7 support in multiple languages, making it an ideal choice for international sellers.

Cons of Selling on Shopify

It’s important to know Shopify vs. Etsy cons as well. Cons of selling on Shopify include:

1. Higher Upfront Costs: Shopify charges a monthly subscription fee, starting at $39 per month. For small-scale sellers or those just starting out, this can be a significant expense compared to Etsy, which doesn’t require monthly fees.
2. Requires Traffic Generation: Shopify stores don’t come with built-in audiences. Invest in marketing, SEO, and advertising to attract customers. Without an existing audience, generating traffic can take time and effort.
3. Time-Intensive Setup: Unlike Etsy, which is ready to go once you list your products, Shopify requires more initial work. You’ll need to design your website, register a domain, and handle hosting, which can be daunting for beginners.

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• How To Sell Digital Art: Maximizing Earnings With POD Services
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• Shopify Statistics To Know in 2025

Pros of Selling on Etsy

We'll discuss Etsy pros in this  section of our Shopify vs. Etsy comparison.

1. Built-In Audience: Etsy provides access to a massive audience of over 90 million buyers who are specifically interested in handmade, vintage, and creative goods. This gives you a head start in reaching potential customers.
2. No Monthly Fees: Etsy doesn’t require a subscription fee. Instead, you pay transaction fees (6.5%) and listing fees ($0.20 per item).  
3. Ease of Use: Setting up a shop on Etsy is straightforward and doesn’t require technical expertise. You don’t need to worry about web design, hosting, or domain registration — Etsy takes care of all that for you.
4. Search Engine Visibility: Etsy allows sellers to target two types of audiences: internal and external search engine users (e.g., Google). This dual exposure increases the likelihood of your products being discovered.
5. Niche-Focused Marketplace: Etsy is tailored for sellers of handmade, vintage, and craft products. If your business falls within these niches, Etsy’s audience is already primed to appreciate and purchase your goods.

Cons of Selling on Etsy

1. Higher Transaction Fees: Etsy charges a 6.5% transaction fee per sale, plus listing and optional ad fees, which can eat into your profit margins over time.
2. Limited Customization: Etsy shops all follow the same design template, offering little room for personalization. Your brand may not stand out as much as it would on Shopify, where you control the design of your website.
3. Marketplace Competition: While Etsy’s audience is large, it also has significant competition. Your products are listed alongside many other sellers, making it difficult to stand out without investing in Etsy Ads.
4. Limited Scalability: Etsy is less suitable for large-scale operations. Its structure and tools are optimized for small to medium-sized businesses, and its focus on handmade and niche goods can limit growth opportunities.

Also Read:

• How To Make Phone Cases And Start Selling Online
• Is Print-On-Demand Profitable? An In-Depth Guide

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Which Platform Is Better for Print-on-Demand?

Whether it’s Shopify vs. Etsy, the ideal platform for your POD business depends on your specific needs, goals, and resources.

Choose Shopify if you:  

• Have the time and resources to invest in marketing
• Your monthly sales volume can justify the platform costs
• Want to expand into multiple sales channels
• Offer a wide range of customization options
• Manage technical aspects of your business

Choose Etsy if you:    

• Want immediate access to an established customer base
• Budget is limited and you need to minimize upfront costs
• Selling primarily to craft and customization enthusiasts
• Want to start selling quickly with minimal setup

The most strategic approach might be using both platforms synergistically. Start with Etsy to validate your products and build initial revenue, then expand to Shopify as your brand grows and you need more control over the customer experience. 

This hybrid approach lets you leverage Etsy's marketplace visibility while building your independent brand presence through Shopify.

Also Read:

• Print-on-Demand vs Dropshipping: The Essentials Explained
• 7 Best Print On Demand Services For Artists For 2025

Shopify vs. Etsy for Different Business Types

Choosing between Shopify vs. Etsy depends largely on your business type, goals, and the products you sell. 

Below, we’ll explore how the  Shopify vs. Etsy platform caters to different business models.

1. Handmade and Artisan Products

• Etsy is the ideal platform for businesses specializing in handmade, vintage, or artisan products. Its built-in marketplace is filled with buyers actively looking for unique, creative goods. Etsy's focus on these niches makes connecting with the right audience easier.
• Shopify, while not tailored to handmade goods, offers more freedom to build a standalone brand. Shopify can help you create a professional website that reflects your brand identity beyond Etsy's marketplace limitations.

2. Print-on-Demand Businesses

• Shopify is the clear winner for print-on-demand businesses. It integrates seamlessly with services like Printful, Printify, and others, automating the production and shipping process. Shopify’s customization tools also allow you to create a store that reflects your print-on-demand brand’s personality.
• Etsy is ideal for print-on-demand sellers, especially if your designs align with Etsy’s niche audience. However, Etsy doesn’t support the same level of integration with print-on-demand toolsg.

3. Dropshipping Businesses

• Shopify is unmatched for dropshipping. It offers apps like Oberlo and Spocket that streamline product sourcing and order fulfillment. With Shopify, you can customize your site, manage inventory, and focus on marketing while the dropshipping service handles logistics.
• Etsy is not built for dropshipping. Its marketplace is geared towards sellers who create or curate their own products, so dropshipping is not an option here.

4. Local and In-Person Sellers

• Shopify is ideal for businesses that sell both online and in-person. Its advanced POS system allows you to manage sales across multiple channels, including brick-and-mortar stores, pop-up shops, and events.
• Etsy is limited to online sales. While it provides access to a massive marketplace, it doesn’t offer tools for managing in-person sales.

5. Small-Scale Sellers and Hobbyists

• Etsy is perfect for small-scale sellers and hobbyists looking to sell their products with minimal upfront investment. With no monthly fees and an easy setup process, Etsy makes it simple to start selling immediately.
• Shopify requires a bigger commitment due to its subscription fees and setup time. It may not be the most cost-effective choice for small-scale sellers without plans for significant growth.

Also Read:

• How To Make Printables To Sell Online: And Make Money
• Top 12 Print-On-Demand Companies and How to Choose the Best for Your Business in 2025

Final Word 

Shopify and Etsy are both popular platforms for online businesses, but they serve different needs. Shopify is ideal for those looking for a customizable, independent store with more control, while Etsy is perfect for smaller businesses focusing on handmade or vintage items. Choosing depends on your business goals and products. You make your pick based on your business goals and products.

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