Choosing the right marketplace is one of the most important decisions for an online seller. Fees, audience, and competition vary significantly between platforms. Here is a complete comparison so you can make an informed decision.
Use the Seller Fee Comparison tool to see exact fees at your specific price point.
Fee Comparison at a Glance
| Platform | Listing Fee | Referral/Transaction Fee | Payment Processing | Typical Total |
|---|---|---|---|---|
| Amazon | None | 8-15% | Included | 15-20% |
| eBay | $0.35 after allowance | 8-13.25% | 2.7% + $0.30 | 15-17% |
| Etsy | $0.20 per listing | 6.5% | 3-4% + flat | 18-22% |
| Shopify | None | 0-2% | 2.9% + $0.30 | 3-6% |
Shopify appears cheapest but requires a monthly subscription ($29-299/month) and you must generate your own traffic. The true cost of Shopify includes customer acquisition.
Amazon: Best For...
Pros:
- 300+ million active buyers — unmatched traffic
- Prime badge significantly increases conversion
- FBA handles all warehousing, picking, and shipping
- Established trust with buyers
Cons:
- High competition on most product lines
- Price pressure from competing sellers and Amazon itself
- Limited brand-building — you are selling on Amazon, not building your audience
- FBA fees add significant cost for heavy or large items
Best for: branded products, private label, high-volume commodity items with strong margins
eBay: Best For...
Pros:
- Strong for used goods, collectibles, and vintage
- Lower fees on motors/vehicles
- Auction format allows price discovery on unique items
- Large international buyer base
Cons:
- Price-sensitive audience expects deals
- Fees on shipping amount add complexity
- Buyer protection policies favour buyers, increasing return rates
Best for: used goods, collectibles, electronics resellers, surplus stock
Etsy: Best For...
Pros:
- Buyers specifically seeking handmade, unique, and vintage items
- Lower price sensitivity — buyers pay premium for originality
- Strong community and repeat customer culture
- Offsite Ads can drive additional traffic automatically
Cons:
- High effective fee rate when Offsite Ads are included
- Increasing competition as platform has grown
- Limited appeal for mass-produced goods
Best for: handmade, personalised, vintage, and craft products
Shopify: Best For...
Pros:
- Full control over branding, customer data, and experience
- No referral fees (only payment processing)
- Builds long-term customer relationships and email list
- Subscription and digital product capabilities
Cons:
- Must generate all your own traffic
- Monthly subscription cost regardless of sales
- Building an audience takes time and marketing budget
Best for: established brands with existing audiences, subscription businesses, high-margin products
The Right Answer: Multiple Channels
Most successful ecommerce businesses do not choose one platform. They sell on Amazon for volume and discovery, use Etsy for handmade lines, and invest in Shopify as their long-term brand destination. Start on the platform that best matches your product type, then expand as volume allows.
Compare net profit at your specific price point with the Seller Fee Comparison tool.