Platform Comparison for Makers
Every marketplace has different fees, audiences, and requirements. Here's how the main options compare for independent sellers.
★ Etsy fees current as of May 2026. Always verify current rates directly with each platform before selling.
How to Start & Grow Your Handmade Shop
Whether you're just starting out or looking to scale an established handmade business, these are the questions we hear most.
Should I start on Etsy?
For most new makers, Etsy is the right first marketplace. Its buyer base of 90M+ gives you the best chance of organic discovery. The $0.20 listing fee is low-risk, and the platform's existing trust infrastructure removes many early barriers.
See our Etsy review →Photography matters more than you think
Across all handmade marketplaces, product photography is the single biggest driver of conversion. Natural light, clean backgrounds, and lifestyle shots showing your product in use will dramatically outperform studio-style white backgrounds.
More on shop setup →Should I sell on multiple platforms?
Once established on Etsy, diversifying to a second platform (Amazon Handmade or your own website via Shopify) makes strategic sense. Use each platform's strengths: Etsy for discovery, Amazon for volume, your own site for margin.
See our platform comparison →Custom orders: a competitive advantage
Personalisation is one of the most searched-for features on Etsy. If your craft allows it, enabling custom orders — even simple things like name engraving or colour choice — can significantly increase your visibility and average order value.
Gift guide for context →Packaging: the unboxing moment is your marketing
With handmade goods, the unboxing experience is often shared on social media by buyers. Thoughtful packaging — tissue paper, a handwritten note, a sticker with your brand name — turns one-time customers into repeat buyers and brand ambassadors. It doesn't need to be expensive; it needs to feel intentional.
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