When I started selling online, I asked the same question you’re probably asking right now: Should I sell on Etsy, or build my own website?
At first glance, Etsy feels like the obvious answer. It’s fast, it has traffic, and people already trust it. But once I started digging deeper and actually tested both options, I realised the real answer isn’t so simple.
This article is my honest breakdown of Etsy vs your own ecommerce site. I’m going to walk you through every angle — cost, setup, branding, traffic, marketing, customer experience, and long-term growth — and give you a clear verdict at the end of each section.
Let’s get into it.
Etsy: The Marketplace with a Built-In Audience
When I launched my first product, Etsy felt like a gift. I didn’t need to worry about driving traffic. People were already searching. I made my first sale within 48 hours.
Here’s what stood out:
What Makes Etsy So Attractive
- Millions of buyers are already there: As of 2025, Etsy has over 96 million active buyers.
- Built-in trust: Buyers trust Etsy. They feel more comfortable buying there than on a random site.
- Zero setup headaches: No need to worry about hosting, themes, plugins, or tech issues.
- Great for handmade, vintage, and niche products: The platform is tailored for that exact audience.
- Supportive community: There’s a strong seller ecosystem — forums, YouTube tutorials, templates, everything.
But It’s Not All Sunshine
- Fees stack up fast: Listing fees, transaction fees, payment processing fees, ad fees — it adds up.
- You don’t own the customer: You can’t collect emails or remarket easily.
- No branding control: Your store looks like every other Etsy store.
- Competition is fierce: You’re competing with thousands of sellers offering similar products, sometimes at lower prices.
- You’re on rented land: Etsy can suspend or close your shop anytime. It’s happened to many good sellers.
Quick Breakdown: Etsy Fee Structure (2025)
| Fee Type | Amount |
|---|---|
| Listing Fee | $0.20 per item |
| Transaction Fee | 6.5% of the sale |
| Payment Processing Fee | 3% + $0.25 (varies by country) |
| Offsite Ads Fee | 15% (if sale comes from ad) |
Verdict: Great for Testing, Risky for Long-Term Growth
If you’re just starting and want to test the market, Etsy is a solid launchpad. But it’s not where I’d build a long-term brand. It’s too risky and too expensive once you scale.
Your Own Website: Total Control, But You Start From Zero
After a few months on Etsy, I launched my own site using Shopify (see here why). It was a bigger learning curve. But it completely changed the way I think about ecommerce.
It wasn’t just about making sales — it was about building something I could actually own.
Why Your Own Website Wins Long-Term
- You own everything: The store, the customer data, the email list — it’s yours.
- No fees per sale: Just pay your platform fee (e.g. $29/month for Shopify) and payment processing (Stripe or PayPal).
- Full branding control: You can design every pixel, tell your story, and build real brand equity.
- Better margins: No Etsy fees means you keep more profit.
- More advanced marketing: Email flows, retargeting ads, upsells, bundles — it’s all possible.
But It’s Not Plug-and-Play
- Zero traffic on day one: You’ll need to learn SEO, ads, or content to bring people in.
- Takes longer to trust: Shoppers don’t trust new stores as much as marketplaces.
- More moving parts: Hosting, shipping, design, refunds, customer support — it’s all on you.
- Higher upfront learning curve: Expect to spend time learning how everything works.
Popular Platforms (2025) and Starting Costs
| Platform | Monthly Fee (Starting) | Best For |
|---|---|---|
| Shopify | $25 | All-in-one ecommerce |
| WooCommerce | $0 (plus hosting) | WordPress users, custom builds |
| Wix | $27 | Simple drag-and-drop sites |
| Squarespace | $23 | Visually focused brands |
Verdict: Best for Real Businesses, Not Side Hustles
If you’re serious about growing a brand, launching your site is the move. It’s not instant. But the long-term ROI is miles ahead of Etsy — if you can drive your own traffic.
Branding: Whose Name Are They Remembering?
This one is easy.
On Etsy, customers remember Etsy — not your shop. They might love your product, but when someone asks where they got it, they’ll say “I found it on Etsy.”
On your own site, the spotlight’s all yours. You get to control:
- Your colour scheme, typography, and visuals
- Product descriptions and tone of voice
- Checkout experience and follow-up emails
- Your logo and story on every page
When a customer visits your site, they know exactly who they’re buying from. That matters if you ever want to scale or get repeat customers.
Branding Checklist: Etsy vs Website
| Branding Element | Etsy | Own Website |
|---|---|---|
| Logo and visuals | Limited control | Fully customisable |
| Email collection | Not allowed | Fully owned |
| Retargeting ads | Not possible | Fully available |
| Customer lifetime value | Lower | Higher with remarketing |
Verdict: If You Want to Be Remembered, Go With Your Own Site
Etsy will get you exposure, but your brand is an afterthought. With your site, every touchpoint builds your identity. That compounds over time.
Read more: Etsy Shop Ideas
Marketing: Who Drives the Traffic?
Etsy brings the traffic — at least some of it. But you’ll still need to promote your store if you want real traction.
You can’t rely on Etsy search alone. The best sellers are running social ads, growing on Instagram, and doing their own SEO anyway.
With your own website, it’s 100% on you. But that’s not a bad thing.
Etsy Marketing Options
- Etsy SEO (titles, tags, keywords)
- Etsy Ads (can get expensive)
- Instagram/Pinterest to drive traffic to Etsy
- Word of mouth and repeat buyers
Website Marketing Options
- SEO (your own blog, product pages, link building)
- Facebook and Google Ads
- Email marketing automation
- Influencer partnerships
- Affiliate programs
Cost Comparison: Etsy vs Website Marketing
| Platform | Marketing Ownership | Initial Traffic | Paid Ad Options |
|---|---|---|---|
| Etsy | Shared | Medium | Limited (Etsy ads only) |
| Own Website | Full | Low (initially) | Full control (PPC, retargeting, email, etc.) |
Verdict: If You Can Market, You’ll Win Bigger on Your Own Site
Yes, Etsy gives you a small traffic head start. But long term? You’ll always be limited. With your own site, you can scale as far as your marketing allows.
Customer Experience: Who’s Really in Charge?
When a customer buys from your site, you control the entire experience.
- The thank-you email
- The packaging
- The upsell offer
- The follow-up review request
- The return process
On Etsy, you follow their rules. And if something goes wrong, Etsy can override you. Even if the customer is being unreasonable.
Plus, on your own site, you can personalise everything — from shipping notifications to birthday offers. That’s how you build customer loyalty.
Verdict: Your Website = Better Experience and Higher Lifetime Value
Etsy’s fine, but it’s one-size-fits-all. Your site gives you total flexibility to wow customers and keep them coming back.
