Shopify vs Etsy: I Explore Key Features, Pricing, & More

Shopify and Etsy are both giants of the online shopping world. Attracting millions of sellers from across the globe, these online store builders could take your business to the next level. But which is the right fit for you?

I’ve compared online store builders and found that Shopify is the best ecommerce website builder on the market, offering powerful sales tools designed for scaling businesses. Meanwhile, Etsy is a trusted online marketplace which is a haven for homemade goods, vintage items, or craft supplies.

Curious about the best platform for your needs? Read on to discover the key differences between Shopify and Etsy that span pricing, sales tools, security, and more.Short on time? Take our quick quiz to find your next ecommerce platform instead.

Shopify vs Etsy: Quick Comparison

Need a quick comparison? Here’s a brief overview of both platforms and the key differences between them.

Shopify vs Etsy: Key Differences

Before I go into further detail, there’s one key point you need to know about Shopify and Etsy. Shopify is an all-in-one ecommerce platform, while Etsy is an online marketplace.

Since Shopify is a dedicated ecommerce platform, you’ll receive sophisticated features and apps designed to help you set up your store and grow your online presence. From start to finish, you’ll have everything you need to upload products, design your store, set up shipping and payments, and so on.

On the other hand, Etsy is a popular online marketplace with over 500 million visitors each month. This leaves your store with a large customer base to tap into, so you don’t have to worry about making your products visible to buyers through marketing efforts.

Unlike Shopify, which lets you sell anything, Etsy is a specialized platform. It focuses on three types of product: handmade, vintage, or craft goods. If you’re selling something outside of those product types, I’d recommend Shopify instead.

1. Best for Pricing: Both

At first glance, Shopify’s pricing is most expensive. Its three main plans – Basic, Shopify, and Advanced – range from $29-$299 per month billed annually, though you can test Shopify beforehand with its first three months for $1 per month offer. If you’re on a budget, the steep price increase between each plan could put you off from upgrading from the cheapest plan too soon.

In the table below, I’ve broken down each plan for you, listing the key features:

While these plans can be expensive, Shopify’s high pricing is worthwhile for its exceptional sales features. Even on the Basic Plan, you’ll receive Shopify shipping discounts and global selling across three markets. If you’re at the helm of a medium-large company with a lot of inventory to sell, these features are great value for money.With Etsy, there’s a one-off $15 fee when you first set up your shop. After that, you can start uploading your items or tweaking your store settings. Though this costs considerably less than Shopify’s plans, you will have fewer features at your disposal, so keep that in mind.

To upgrade your Etsy store, there are additional fees you could pay:

1. Etsy Plus – For an additional $10 per month, you can access an additional budget for listings, personalized Etsy ads, and advanced customization options.
2. Etsy Pattern – Free for your first 30 days, but $15 per month afterwards, Pattern lets you create a more personalized page for your business. If you want creative control over your Etsy page, then you may want to consider it.

What About Additional Fees?

When using Etsy, you will come across additional fees. Let me break it down for you:

• A 6.5% transaction fee on each order
• Payment fees on each order (depending on the third-party payment processors used)
• A $0.20 fee per product listing

If you have a high volume inventory, these combined costs will build up over time. For that reason, I recommend Shopify instead. There are no listing fees, while you can remove transaction fees by signing up for Shopify Payments, the platform’s all-in-one payment solution.

However, you still can’t avoid those pesky processing fees, which vary based on the third-party payment processors used.

2. Best for Setting Up: Both

Whether you’re a beginner or a veteran of online store building, Etsy and Shopify are both stress-free platforms to set up with. To start selling on Etsy, I was taken through a linear process that was easy to follow, and I particularly liked how it broke down the setup process into six easy steps.

Setting up with Shopify is also straightforward. Once I’d answered key questions about my website (like what I was selling and whether I was already selling elsewhere), I was redirected to a personalized setup guide. If you’re new to ecommerce builders, this handy guide tells you what you need to do when creating your online store, so you won’t be left in the dark.

There are also ways that you can streamline the setup process. For instance, Shopify Magic, its AI website builder tool, is a useful way to generate content for your store. You can generate text such as product descriptions, headings, and email subject lines, or use the image editor tool to enhance your site’s imagery.

One more thing to note is that you can integrate your Etsy store with Shopify during setup. When Shopify asks you if you’re selling through another platform, you can choose Etsy and import your items directly from your Etsy shopfront.

3. Best for Ecommerce Templates: Shopify

The Winner

Shopify’s customizable templates beat Etsy’s generic page designs

Giving you more ways to edit your website, Shopify wins due to its numerous template options and customization tools.

Etsy’s store designs all follow a standard template. Since you can’t change them much, it’s not the best platform to establish your unique brand identity with.

For instance, every product page has the same features in the same order. You have your logo and store name, a photo carousel, your product title, and so on. Since all stores follow this layout, standing out from the competition is tricky. The most you can do is make sure you have appealing product photos and product titles with the right keywords.

With Shopify, you have much more creative control. At the time of writing, the platform offers 12 free themes and 222 paid themes (priced between $100-$500 each), giving you more ways to customize your store. When using Shopify’s editor, I was able to tweak my store’s design by adding new sections, or by changing the website’s key fonts, colors, and imagery. Overall, Shopify gave me far more ways to tweak my store than Etsy did.

However, this isn’t to say that Shopify’s editor doesn’t have its limitations. Since the editor requires you to stack different sections on top of each other, there was little variation on how I could arrange a page and make it my own.

4. Best for Sales Features: Shopify

The Winner

Shopify’s sales features are second to none

From advanced product management tools to varied shipping options, Shopify’s sales features are designed to support your store’s growth.

According to our research, Shopify is the best ecommerce platform on the market, and this is due in part to its top sales features that you won’t find anywhere else. Here’s a fraction of what Shopify offers:

• Unlimited products – You can sell as much as you want, while you can sell a wider range of products as long as it’s in line with Shopify’s T&Cs
• Multichannel selling – Shopify lets you share and sell across multiple social media platforms, like Facebook, Instagram, Pinterest, and TikTok
• Payment methods – There are over 100 payment providers to integrate with your store. Popular options include Amazon Pay, Stripe, PayPal, and Shopify Payments
• Shipping options – You can use Shopify Shipping to connect your account with carriers like USPS, UPS, DHL Express, and FedEx, or download the Planet app to let buyers choose carbon-neutral shipping
• App market – To add additional functionality to your store, you can choose from over 8,000 free or paid Shopify apps to integrate with your website

Curious about adding apps to a Shopify store? Our in-depth video tutorial below will show you how to install these apps (and it’s speedier than you think!)

Etsy’s sales features are overshadowed by Shopify’s. However, it’s not to say that Etsy doesn’t offer anything of value. The platform has a small selection of tools that can assist you with your ecommerce operations:

• Etsy Seller App – This app helps you manage your store from your phone. You can track orders and shipments, be notified of repeat buyers, access order details, and upload photos or videos to your listing
• Search Analytics – Located on your dashboard, you can see how people find your Etsy shop through detailed insights
• Shipping labels – You can access Etsy’s shipping labels for international and domestic orders, which includes tracking numbers and discounted shipping rates

However, Etsy’s sales features still don’t compare to Shopify’s. If you have a large business and plenty of stock to push, you’ll want to make the most of Shopify’s powerful tools, ranging from product management to shipping.

Do Etsy or Shopify Offer Point of Sale?

Keen to sell in person too? To do so, you’ll need to use Point of Sale (POS), a device that lets you process sales in physical retail locations. Thankfully, you can integrate POS with both Shopify and Etsy.

The main difference is that Shopify has its own built-in POS, while Etsy must be integrated with Square to access POS. Square’s and Shopify’s POS score highly in our research, with both options letting you personalize your POS or purchase POS accessories to integrate with your store.

5. Best for Marketing Tools: Shopify

The Winner

Shopify’s marketing tools empower you to grow your business online

It’s easier to reach new customers with Shopify’s marketing tools. You can set up professional email campaigns, ace your store’s SEO, or download a wealth of marketing apps from the App Store.

Shopify has the most marketing tools. However, there’s a specific reason for this.

Since Etsy is a global online marketplace with millions of visitors, your account doesn’t come with that many marketing tools. Your items will already be visible to Etsy’s users, so there’s less of a need to spend lots of time on your marketing efforts.

However, it does come with a downside. You’ll also have to compete with other Etsy sellers in your niche. This means optimizing your store so Etsy’s algorithm lets you rank as high as possible in search results.   

Of course, you’ll still want to share your products online. Etsy lets you create and share social posts, a feature you can access from your Shop Manager. You can choose from six different types of social posts and share your finished product on Facebook, Instagram, Twitter, or Pinterest.

On the other hand, you’ll need to build your customer base from scratch on Shopify, especially if you’re opening your first online store. Thankfully, the platform comes with a myriad of marketing tools you can use:

• Shopify Email – This built-in tool lets you create professional email marketing campaigns, with your first 10,000 emails being free
• Strong ecommerce SEO – You can improve your visibility on search engines by creating SEO-friendly product descriptions, adding alternative text, and changing your meta titles and descriptions
• Shopify Forms – Offers an easy way to generate new leads while growing your subscriber base

6. Best for Help & Support: Shopify

The Winner

Shopify’s comprehensive help and support will assist you every step of the way

Whether you need to access the live chat or are keen to learn new skills from a video tutorial, Shopify’s help and support will allow you to do so.

So what do you do if your product images magically disappear one day? If you want to feel supported no matter what happens, I recommend Shopify. It has the most comprehensive help and support options.

When I had a question related to domains, I could find an answer directly from my dashboard. I was able to consult Shopify’s virtual help center assistant, which provided me with useful resources and could put me in contact with a human “Support Advisor” if I needed additional help. With the assistant, we noticed speedy response times during our hands-on testing – under 10 seconds to be exact!

I could also access Shopify’s detailed help center. The page was neatly organized into different topics, so it was easy to track down the information I needed. There are also video tutorials, in-depth guides, and its community forums to access for further help.

In comparison, Etsy’s help and support tools are lackluster. Though it has its own Help Center that is kept up-to-date, its contact lines are lacking. For instance, when I needed tailored help, I couldn’t find accessible contact lines and, instead, had to submit a help request from the Help Center.

7. Best for Security: Shopify

The Winner

For maximum security, Shopify is my top recommendation

If you’re making multiple sales a day, you need an ecommerce platform that will keep you and your buyers safe. Shopify achieves this by applying key security measures like fraud detection and two-step verification.

Website security is no joke, especially when 30,000 websites are attacked everyday. To keep your customers protected, you need to choose a platform you can trust.

Shopify is a strong choice. Because it’s a dedicated ecommerce platform supporting stores across 170+ countries, it understands the importance of keeping merchants and buyers safe. These are the key security measures Shopify takes:

• SSL certificates to ensure your store runs on a secure server
• Secure customer login areas
• Two-step authentication that makes it harder for hackers to access customer accounts
• PCI compliance to show users that Shopify conducts transactions in a secure environment

Shopify also offers advanced fraud protection. You can use Shopify Payments for its in-depth fraud analysis tools, or download Shopify Flow to set up automations that spot suspicious activity for you.

By contrast, information on Etsy’s key security measures is trickier to find. However, since it’s a major website with daily traffic, all stores do come with an SSL certificate by default.

Buying Guide: How To Choose Your Ecommerce Platform

Need help with your decision? To help you choose between Shopify and Etsy, these are the standout features of each platform:

Choose Shopify If…

• You’re a medium-large business with scaling inventory, since Shopify’s inventory tools will help you manage and grow your stock
• You want built-in marketing features to help you grow online, like email marketing and multichannel integration
• You desire more creative control over your website’s design through customizable templates
• You want a large number of different payment options to choose from

Choose Etsy If…

• You specialize in handmade, vintage, or craft goods, which is Etsy’s main focus
• You’re a smaller store with moderate inventory
• You want immediate access to a large number of potential customers – without needing to spend time on marketing

How We Tested Shopify and Etsy

Our in-house ecommerce website builder research is the backbone of our articles. In fact, we’ve conducted over 200 hours of testing to ensure that you make the right decision.

We analyzed each platform via seven key criteria: sales features, website features, help and support, design functionality, user experience, and customer score, and value for money.

These criteria are based on what users are looking for in an ecommerce platform. This makes sure that we have your unique needs in mind! For instance, since merchants value sales features, I checked to see if Shopify or Etsy offer popular tools like multichannel selling or numerous payment methods.

Shopify vs Etsy: Summary

After a barrage of comparisons, I can finally announce the best ecommerce platform overall: Shopify. Best fit for growing businesses, it’s currently the best online store builder on the market with exceptional sales and marketing tools to boot.

Despite Shopify’s win, Etsy is still a good fit for a specific kind of seller. If you’re a smaller, creative business offering handmade, vintage, or craft products and want your goods shown to millions of active users, Etsy is also a worthy choice.

To learn more about each platform, check out our Shopify review or our detailed guide to selling on Etsy.

Written By

Holly Choules

Holly Choules is a Writer at Website Builder Expert with a background in researching and crafting engaging content for digital platforms. In previous roles, she has demonstrated her wordsmith skills by writing for public facing brands in a range of industries. After gaining hands-on experience using leading website builders, like Wix and WordPress, she is now keen to share her findings through informative, easy-to-follow articles that help small business owners get online and grow their presence.

Since joining the team in 2024 and transitioning into the tech sphere, Holly is passionate about applying her three years of content writing experience and upholding Website Builder Expert’s position as an authoritative source on website builders, ecommerce, and digital marketing.

You can read Holly’s articles below, or connect with her on LinkedIn.

More about

Reviewed By

Natasha Willett Lead Researcher

Natasha brings her expert credentials – a BSc, Ma, and MMRS – to Website Builder Expert. Natasha has qualifications in Advanced Statistical Analysis, MRS certificate in Market Research, Brand, Finding the Story in the Data, and Big Data: Measuring and Predicting Human Behaviour. These have allowed her to carefully analyze over 64 providers across website builders, ecommerce web builders, and hosting.

Natasha began building websites when studying sports science, originally using Weebly to create websites to help students learn in a more interactive way. During her first week at Website Builder Expert, she realized that website builders would become important in giving business owners full control over their websites. She began creating a rigorous methodology of research that centered around testing providers and products against a large set of mixed criteria turned into quantitative findings, comparing value for money, design, ease of use, and more. All to provide the most honest and objective insights rather than just looking at their claimed features.

In five years at Website Builder Expert, Natasha has attended multiple expos in her field, including ESOMAR, MRS, eCommerce Expo, Ad World, Digital Customer Engagement Summit, and IMRG, just to name a few. Natasha has also worked alongside website builders directly to share her research with them, so that they might improve their products for users.

She’s clocked an impressive 9,600 hours of product research and testing, pulling data from multiple sources and providing the Website Builder Expert team with the scores and product details they need to give you the best recommendations to succeed online.

More about