The Core Difference: Marketplace vs. Independent Store
Etsy is a marketplace — millions of buyers search Etsy daily and your listings appear alongside theirs. Shopify is a platform — you build your own store and drive all your own traffic. This distinction matters because Etsy's higher fees partly pay for that built-in audience access.
Etsy Fee Structure in 2026
| Fee Type | Rate | Applied To |
|---|---|---|
| Monthly subscription | $0 (free) / $10 (Etsy Plus) | Optional upgrade |
| Listing fee | $0.20 flat | Per listing published or renewed |
| Transaction fee | 6.5% | Item price + shipping charged |
| Payment processing | 3% + $0.25 | Total order value |
| Offsite Ads (if triggered) | 15% or 12% | Item sale price |
On a typical $30 sale with $5 shipping, Etsy takes roughly $3.52 in combined fees (~10%). If Offsite Ads triggers, add ~$4.50, pushing the take to 24%.
Shopify Fee Structure in 2026
| Fee Type | Basic ($39/mo) | Shopify ($105/mo) |
|---|---|---|
| Monthly subscription | $39 | $105 |
| Processing (Shopify Payments) | 2.9% + $0.30 | 2.6% + $0.30 |
| 3rd-party gateway fee | +2.0% extra | +1.0% extra |
| Listing fee | None | None |
On a $30 sale via Shopify Payments (Basic), you pay $1.17 in processing. But you've already paid $39/month, so your break-even volume matters.
Real Profit Comparison by Monthly Revenue
| Monthly Revenue | Etsy Total Fees | Shopify Basic Total Fees | Winner |
|---|---|---|---|
| $200/mo (~7 sales) | ~$20 | ~$45 ($39 sub + fees) | ✅ Etsy |
| $600/mo (~20 sales) | ~$61 | ~$62 | — Breakeven |
| $2,000/mo (~67 sales) | ~$203 | ~$97 | ✅ Shopify |
| $2,000/mo + Offsite Ads | ~$503 | ~$97 | ✅✅ Shopify |
The breakeven is roughly $500–700/month. Below it, Etsy is cheaper. Above it, Shopify wins — especially when Offsite Ads kick in.
What Etsy Gives You That Shopify Doesn't
- Built-in traffic — 90M+ active buyers search Etsy daily
- Zero marketing budget needed to get first sales
- No technical setup — no domain, hosting, or design required
- Buyer trust — Etsy buyers specifically look for handmade and unique items
What Shopify Gives You That Etsy Doesn't
- Your own brand — no Etsy branding, full design control
- Lower per-transaction fees at scale
- Your customer email list — Etsy doesn't share customer emails
- No competitor listings appearing next to your products
The Verdict
Choose Etsy if you are starting out
Under $500–700/month in sales, testing a new product, or selling handmade/niche items. Etsy's marketplace provides the best return for new sellers.
Choose Shopify when you're scaling
Consistently above $1,000/month, building a brand, and running paid ads. Shopify's lower per-transaction fees and brand control make it the winner at volume.
Run both simultaneously
Many successful sellers use Etsy for top-of-funnel discovery and Shopify for their independent brand. Use our Etsy Profit Calculator to optimize your Etsy pricing while you scale.
Frequently Asked Questions
Should I sell on Etsy or Shopify in 2026?
Etsy is better if you want built-in traffic and have a handmade/unique product. Shopify is better if you want full brand control and are willing to drive your own traffic via ads or SEO. Many successful sellers use both simultaneously.
What are Shopify's fees compared to Etsy?
Shopify charges $29–$79/month subscription plus 2.9% + $0.30 payment processing (if using Shopify Payments). Etsy charges $0.20/listing + 6.5% transaction + ~3% payment processing — no monthly fee to start.
Can I sell on both Etsy and Shopify at the same time?
Yes. Many sellers use Etsy for discovery and traffic, then convert loyal customers to their Shopify store for repeat purchases (saving the 6.5% Etsy fee on future orders). Printful and Printify both integrate with both platforms.
Does Shopify take a percentage of sales?
Shopify takes 0% of sales if you use Shopify Payments. If you use PayPal or another gateway, Shopify adds 0.5–2% transaction fees on top of the payment processor's own fees depending on your plan.