Shopify vs Etsy
Etsy is great for testing handmade and vintage products because buyers are already there, but you pay fees on every sale and don't own the customer relationship. Shopify gives you your own brand, lower fees per sale and customer data, but you need to bring your own traffic. Many sellers use both.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Side-by-side comparison
| Shopify | Etsy | |
|---|---|---|
| Traffic | You bring your own | Built-in marketplace buyers |
| Branding | Fully your brand | Etsy's marketplace look |
| Customer data | You own it | Limited; can't market to buyers |
| Fees per sale | Card fees only with Shopify Payments | Transaction, payment processing and optional ads fees |
| Competition | No competitors on your page | Similar products shown alongside yours |
| Best for | Building a lasting brand | Testing and discovery |
Costs in the UK
Shopify costs a monthly plan plus card fees. Etsy charges a listing fee per item plus a transaction fee and payment processing fee on each sale, and an Offsite Ads fee on sales it brings from ads. Check Etsy's current UK fee page for exact rates.
Prices change. Check each provider's current UK pricing page before deciding.
Which should you choose?
Choose Shopify if…
- You want to build your own brand
- Your sales are big enough that Etsy fees hurt
- You want to email and retarget your customers
Choose Etsy if…
- You're testing a new handmade product
- You don't have marketing budget yet
- You want buyers who already search Etsy
Frequently asked questions
Can I sell on both?
Yes. Many sellers keep Etsy for discovery and use Shopify for repeat customers.
Can I move my Etsy shop to Shopify?
Do I need a website if I sell on Etsy?
Keep exploring
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