Etsy vs. Shopify – Which Should You Use?

Quick answer: If you’re just starting out, start with Etsy. It’s far simpler and cheaper to launch — listings are just $0.20 each, you only need one to open your shop, and you get instant access to Etsy’s 95 million active buyers without needing ads, coding, or a marketing budget. A standalone Shopify site gives you more control over pricing and branding, but it runs about $100 a month and comes with no built-in audience (MGL’s Ashlee Falco spent two months learning coding, apps, and taxes to launch hers). The recommended path: grow on Etsy first, build a customer base and email list, then expand to your own Shopify site once you’re established.

If you’re planning to start a small business online, there is a question that comes up all the time: Should you start an Etsy shop or create your own standalone Shopify website? If you’re an online seller, you’ve probably wondered which platform is better for your business. Ashlee Falco has been selling on Etsy since 2012, and she also runs a standalone cardstock website, so she has experience with both and is sharing her knowledge with us. Let’s dive into the pros and cons of each option.

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Etsy vs. Shopify – Which Should You Use?

Ashlee’s Journey with Etsy and a Standalone Shopify Website

In 2012, she opened her Etsy shop selling high-end party decorations. At the time, she had no social media presence and no experience in online selling. Fast forward to 2020, when her wholesale cardstock supplier went out of business. As a business-minded entrepreneur, she decided to create her own cardstock warehouse to sell cardstock at wholesale prices. However, she quickly realized that Etsy’s fees would make it difficult to keep her prices low. That’s when Ashlee decided to build her own Shopify website.

The Reality of Running a Standalone Website

Opening a Shopify website was no small feat. Ashlee signed up for Shopify, which cost her $100 per month, and spent countless hours watching YouTube tutorials just to understand the platform. She had to learn coding, install apps, and figure out taxes. It took Ashlee two months just to get her site up and running.

Even though she had been in business for years, the process was frustrating. She didn’t know anyone else who had built their own Shopify store, so she had to figure everything out independently.

At the time, Ashlee had 1,200 Instagram followers—mostly fellow crafters—so she leveraged that audience to drive traffic to her Shopify store. As of 2025, she still runs that website, but she also spent money on Google Ads and other marketing tools to generate traffic.

The Ease of Starting an Etsy Shop

Setting up an Etsy shop is much simpler. When you sign up, Etsy suggests adding five listings, but you technically only need one to get started. It costs just $0.20 per listing, and you can change your shop name later if needed. Compared to Shopify’s $100 monthly fee, this is a much lower commitment.

Of course, getting sales takes time on any platform, but Etsy has 95 million active buyers. When Ashlee started her Shopify website, she had only 1,200 followers. The difference in potential customers is staggering.

Etsy gives you instant access to a massive audience without requiring social media ads, coding skills, or an extensive marketing budget.

The Best Strategy for New Sellers

Ashlee’s recommendation? Start with Etsy. Build your shop, add more listings over time, and refine your selling process. Etsy’s fees may be higher, but they also invest millions in marketing, bringing in more customers for you.

Once you’ve established a solid customer base, collected email addresses, and gained social media traction, then you can consider launching your own website. At that point, you’ll have more control over your business, pricing, and marketing.

Ashlee loves having her own website, but it doesn’t come with the built-in audience that Etsy provides. Even after years in business, she still doesn’t have the reach that Etsy does.

To summarize: If you’re just starting, Ashlee’s advice is to open an Etsy shop, refine your products, and grow your brand. Then, when you’re ready, expand to a standalone website. This approach allows you to scale your business without overwhelming yourself right from the start.

Frequently Asked Questions

Is Etsy or Shopify cheaper to start?

Etsy is much cheaper to start. Listings are $0.20 each and you only need one to open your shop, versus Shopify’s roughly $100 per month. Etsy’s per-sale fees are higher, but the upfront commitment is far lower.

Should a brand-new seller choose Etsy or Shopify?

For a brand-new seller, the recommendation is Etsy. It gives you instant access to 95 million active buyers without ads, coding skills, or a big marketing budget, so you can focus on refining your products instead of building an audience from scratch.

When should I move from Etsy to my own website?

Once you’ve established a solid customer base, collected email addresses, and built some social media traction. At that point a standalone Shopify site gives you more control over your pricing and marketing — but expect to invest time and money driving your own traffic, since it doesn’t come with Etsy’s built-in audience.