Which Platform is Best for Selling Your Handmade Goods?
A Guide for Artists and Designers
As a jewelry designer, clothing maker, or creator of handmade products, you’ve likely wondered which platform is the best fit for selling your creations. Should you stick with a popular marketplace like Etsy, explore Amazon Handmade, or jump into the world of e-commerce with Shopify? Maybe social media or even local markets feel more aligned with your goals.
In this post, we’ll explore the pros and cons of various selling platforms to help you decide which one suits your handmade business best—and why, ultimately, owning your business through Shopify might be your best long-term option.
Platform Overview: Pros and Cons
1. Shopify: Full Control of Your Business
Best for: Makers ready to own their brand, scale, and control customer relationships.
Pros:
Ownership: With Shopify, you own everything—your customer data, your brand, your images, and content.
No Direct Competitors: Unlike Etsy or Amazon, there’s no side-by-side competition distracting your buyers.
Customization: You can fully customize your online store with Shopify’s flexible templates and apps.
Long-Term Growth: Whether you’re looking for a side hustle or full-time income, Shopify scales with your needs.
Cons:
Cost: Shopify charges a monthly fee, plus transaction fees.
Marketing: You’re responsible for driving traffic, which requires time and marketing know-how.
Why Shopify Works: If you want to create a brand that reflects your vision and control how your products are presented, Shopify is the ultimate choice. You’re not dependent on third-party platforms, and you can grow at your own pace.
2. Etsy: The Handmade Marketplace
Best for: New sellers testing the waters or creators who prefer a pre-built customer base.
Pros:
Instant Audience: Etsy is a well-known marketplace with millions of buyers searching for handmade goods.
Low Start-Up Costs: Listing fees are low, and setup is easy.
Support for Creatives: Etsy offers tools and support specifically for makers.
Cons:
Competition: You’re competing with hundreds of similar products, and Etsy’s search algorithms decide who gets seen.
Fees: Etsy charges both listing and transaction fees, which eat into your profits.
Ownership: You don’t have access to customer information.
Limited Branding: Your storefront looks like Etsy’s brand more than your own.
Why Etsy Works: If you’re just starting out and want to test your products in a low-cost, highly visible marketplace, Etsy is a great way to get quick exposure. However, as you grow, Etsy’s limitations can become frustrating, especially the lack of brand control.
3. Amazon Handmade: The Giant Marketplace
Best for: Sellers who prioritize reach and convenience over branding.
Pros:
Massive Customer Base: Amazon gives you access to a global marketplace.
Prime Shipping: You can leverage Amazon’s fulfillment services for fast shipping.
Brand Trust: Amazon is a trusted shopping platform with built-in credibility.
Cons:
Fees: Amazon’s referral fees and fulfillment costs are high, cutting into profits.
Little Control: Your brand can get lost in the vastness of Amazon’s platform, and Amazon owns the customer relationship.
Risk of Copying: Amazon’s marketplace is notorious for copycat sellers, including potential risks of your product being duplicated.
Why Amazon Works: If your primary goal is high-volume sales and you’re not as concerned with branding or customer relationships, Amazon is a strong choice. Just be aware that you won’t have much control over how your products are presented or who your customers are.
4. Instagram & Social Media: The Visual Platforms
Best for: Artists with highly visual products and a social media presence.
Pros:
Visual Appeal: Instagram is ideal for showcasing visually striking products like jewelry and clothing.
Customer Engagement: You can interact directly with your audience and build a loyal following.
Low Cost: No fees to sell unless using Instagram’s shopping features.
Cons:
Algorithm Dependence: Instagram’s algorithm changes can limit how many of your followers see your posts.
Sales Management: You’ll spend time manually handling inquiries, orders, and payments.
Lack of Ownership: You don’t own the platform or your audience, and Instagram can shut down your account without warning.
Why Instagram Works: If your handmade goods are visually appealing and you enjoy building relationships with your audience, Instagram can be a fantastic platform. However, relying on social media algorithms for visibility can be unpredictable.
5. Craft Markets & Farmers Markets: The Local Scene
Best for: Creators who enjoy in-person sales and the local market atmosphere.
Pros:
Direct Customer Interaction: You get immediate feedback and can build personal relationships with buyers.
Low-Tech: No need for a complex online setup—just show up and sell.
Community Appeal: Ideal for those who want to connect with their local community.
Cons:
Limited Reach: You’re limited to your local area, and sales are seasonal or event-based.
Time Investment: Markets require time for setup, teardown, and being present to sell.
Weather-Dependent: Outdoor markets can be affected by weather and attendance fluctuations.
Why Markets Work: If you love interacting with customers and don’t mind the time and energy that markets require, this can be a rewarding option. However, if you want to grow beyond your local scene or minimize time at events, an online store like Shopify can offer a more scalable solution.
Which Platform Should You Use?
Now that you’ve seen the breakdown of the major platforms, you may have an idea of where your business fits best. But to help clarify, here are a few key questions to ask yourself:
1. What are your business goals?
2. How much control do you want over your brand and customer experience?
3. Are you ready to invest in your business’s growth?
4. What kind of customer experience do you want to create?
Why Shopify Is the Ultimate Choice for Growth
After reviewing the pros and cons of each platform, it becomes clear that Shopify offers the best balance of control, scalability, and brand ownership. While Etsy, Amazon, and social media can be great for testing products or gaining initial exposure, Shopify allows you to build something truly your own.
Here’s why Shopify stands out:
You Own Everything: No other platform gives you full ownership of your customer data, branding, and business decisions. With Shopify, you’re in the driver’s seat.
No Competition on Your Storefront: On platforms like Etsy and Amazon, your products are surrounded by competitors. On Shopify, your website is all about you.
Long-Term Growth: Shopify’s flexible tools and apps allow you to grow at your own pace, whether you’re scaling to a full-time income or keeping it as a side hustle.
Security: You can’t be shut down or suspended without warning, like on Instagram or Etsy.
If you’re ready to take your handmade business to the next level, the 90-Day Online Boutique Launch course will guide you through building your Shopify store step by step. You’ll have a professional, polished online boutique ready to take on the world—no matter where you’re starting from.
For more tips and resources on selling handmade goods, visit MadeRealOnline.com. Whether you’re just starting out or ready to scale, we’re here to help you build a thriving business.