How to Sell Handmade Products Online: Shopify vs Etsy vs Faire

Ready to sell your handmade products online but not sure which platform to choose? You're not alone! With so many options available, it can be overwhelming to decide where to start. In this comprehensive guide, we'll compare the three most popular platforms for selling handmade products: Shopify, Etsy, and Faire. By the end, you'll know exactly which platform (or combination!) is right for your business.

Why Choosing the Right Platform Matters

Your selling platform affects everything:

• Costs - Fees, subscriptions, transaction costs
• Control - Branding, customer data, pricing flexibility
• Audience - Who sees your products and how they find you
• Scalability - How easily you can grow your business
• Time investment - Setup, maintenance, marketing effort

The good news? You don't have to choose just one! Many successful makers use multiple platforms strategically.

Platform Overview: Quick Comparison

Shopify: Build Your Own Brand

What is Shopify?

Shopify is an e-commerce platform that lets you create your own online store with complete control over branding, design, and customer experience.

Pros:

• Full brand control - Your store, your rules, your design
• Own your customer data - Build email lists, retarget customers
• Professional appearance - Looks like a real business, not a marketplace listing
• Scalable - Grows with your business from startup to enterprise
• Integrations - Thousands of apps for marketing, shipping, accounting, etc.
• Multi-channel selling - Sell on Instagram, Facebook, TikTok, Amazon from one dashboard
• No competition - Customers aren't browsing competitors' products on your site
• SEO control - Optimize for Google search rankings

Cons:

• Monthly subscription - €27-289/month depending on plan
• You drive traffic - No built-in marketplace, you handle all marketing
• Learning curve - More setup and maintenance than marketplaces
• Payment processing fees - 1.5-2% + card fees (unless using Shopify Payments)

Costs Breakdown:

• Basic Plan: €27/month + 2% transaction fee + payment processing (~2.9% + €0.30)
• Shopify Plan: €79/month + 1% transaction fee + payment processing
• Advanced Plan: €289/month + 0.5% transaction fee + payment processing

Best for:

• Makers who want to build a recognizable brand
• Those with marketing skills or budget
• Businesses planning to scale and grow
• Sellers who want full control and customer data
• Multi-channel sellers (social media, wholesale, retail)

Real Example:

"I started on Etsy but moved to Shopify after 6 months. Now I own my customer relationships, can email them about new products, and my profit margins are higher. Best decision for my candle business!" - Sarah, Candle Maker

Etsy: Quick Start with Built-In Traffic

What is Etsy?

Etsy is an online marketplace specifically for handmade, vintage, and craft supplies. It's like a giant craft fair where millions of shoppers browse for unique, handmade items.

Pros:

• Built-in traffic - Millions of shoppers already browsing for handmade products
• No monthly fee - Only pay when you sell (listing fees + transaction fees)
• Easy setup - Create a shop in minutes, no technical skills needed
• Trust factor - Customers trust Etsy for handmade goods
• Low barrier to entry - Perfect for testing products and market
• Community - Connect with other makers, get advice and support
• Mobile app - Manage shop from your phone

Cons:

• High competition - Thousands of similar products, hard to stand out
• Fees add up - 6.5% transaction fee + 3-4% payment processing + €0.20 listing fee
• Limited branding - Your shop looks like everyone else's
• No customer data - Can't build email list or retarget customers easily
• Algorithm changes - Your visibility depends on Etsy's search algorithm
• Price competition - Customers often shop by lowest price
• Etsy owns relationship - Customers are Etsy's, not yours

Costs Breakdown:

• Listing fee: €0.20 per item (renews every 4 months or when sold)
• Transaction fee: 6.5% of sale price (including shipping)
• Payment processing: 3-4% + €0.25 per transaction
• Etsy Ads (optional): Set your own budget, pay per click

Example: €50 candle sale = €0.20 listing + €3.25 transaction fee + €1.75 payment processing = €5.20 in fees (10.4%)

Best for:

• Complete beginners testing the market
• Makers with limited marketing budget or skills
• Those who want quick setup and immediate sales potential
• Sellers with unique, niche products that stand out
• Side hustlers who don't want to manage a full website

Real Example:

"Etsy was perfect for my first year. I made sales immediately without any marketing. Once I understood my customers and best sellers, I opened a Shopify store and now use both!" - Maria, Soap Maker

Faire: Wholesale to Retailers

What is Faire?

Faire is a wholesale marketplace connecting makers with independent retailers, boutiques, and gift shops. Instead of selling to individual customers, you sell in bulk to stores who then sell your products.

Pros:

• Larger order volumes - Sell 10-100+ units per order instead of 1
• Predictable income - Wholesale orders are bigger and more consistent
• Brand exposure - Your products in physical stores across the country/world
• No marketing to consumers - Retailers handle customer-facing marketing
• Net 60 payment terms - Faire pays you upfront, retailers pay Faire later
• Free returns - Faire covers return costs for first orders
• Built-in retailer network - Access to thousands of vetted buyers

Cons:

• Lower profit margins - Wholesale prices are 50% of retail (or less)
• High commission - Faire takes 15-25% commission on sales
• Minimum order requirements - Retailers expect minimums (€100-500+)
• Production capacity needed - Must be able to fulfill larger orders
• Professional requirements - Need proper labeling, packaging, compliance
• Longer payment cycles - Net 60 terms mean waiting for payment
• Quality expectations - Retailers expect consistent, professional products

Costs Breakdown:

• No monthly fee
• Commission: 15% (established brands) to 25% (new brands)
• Payment processing: Included in commission
• First order incentives: Faire offers retailers 60-day payment terms + free returns

Example: €500 wholesale order = €75-125 commission to Faire

Best for:

• Established makers with production capacity
• Those who can produce in larger quantities
• Makers with professional branding and packaging
• Businesses ready to scale beyond direct-to-consumer
• Products that work well in retail stores (gift shops, boutiques)

Real Example:

"Faire changed my business! I went from making 5-10 candles a week for Etsy to producing 200+ per month for retailers. My income tripled, and I love seeing my candles in stores across Europe!" - João, Candle Business Owner

Which Platform Should You Choose?

Choose Shopify if:

• You want to build a recognizable brand
• You have (or can learn) basic marketing skills
• You want to own your customer relationships
• You're planning to scale and grow long-term
• You want full control over design and pricing

Choose Etsy if:

• You're just starting and want to test the market
• You have limited marketing budget or experience
• You want quick setup and immediate sales potential
• You prefer low upfront costs (pay as you sell)
• You're running a side hustle, not full-time business

Choose Faire if:

• You can produce products in larger quantities
• You have professional branding and packaging
• You want to sell wholesale to retailers
• You're ready to scale beyond individual sales
• You can handle lower margins for higher volume

The Multi-Platform Strategy (Best Approach!)

Most successful makers use a combination of platforms strategically:

Beginner Strategy:

1. Start with Etsy - Test products, get initial sales, learn what sells
2. Add Shopify after 3-6 months - Once you know your best sellers and target audience
3. Keep Etsy running - Use it for discovery, Shopify for brand building

Growth Strategy:

1. Shopify as main store - Your brand home, where you drive traffic
2. Etsy for discovery - Capture marketplace shoppers, direct them to Shopify
3. Add Faire when ready - Scale with wholesale once production is consistent

Advanced Strategy:

1. Shopify - Direct-to-consumer sales, full margins, brand control
2. Etsy - Marketplace discovery, testing new products
3. Faire - Wholesale to retailers, bulk orders
4. Social commerce - Instagram Shop, TikTok Shop, Facebook Shop (all managed through Shopify)

Getting Started: Your Action Plan

If You're Brand New:

1. Start with Etsy to test your products (low risk, quick start)
2. Create 5-10 listings with great photos and descriptions
3. Make your first 10-20 sales and gather feedback
4. Identify your best-selling products
5. After 3-6 months, open a Shopify store

If You Have Some Experience:

1. Open a Shopify store as your main platform
2. Also list on Etsy for additional discovery
3. Focus marketing efforts on driving traffic to Shopify
4. Use Etsy sales to supplement and test new products

If You're Ready to Scale:

1. Maintain Shopify for direct sales and brand building
2. Apply to Faire for wholesale opportunities
3. Keep Etsy for marketplace presence (optional)
4. Expand to social commerce channels

Tips for Success on Any Platform

• Professional photos - Quality images are non-negotiable (see our phone photography guide!)
• Clear descriptions - Answer all customer questions upfront
• Competitive pricing - Research similar products, price for profit
• Excellent customer service - Fast responses, easy returns, go above and beyond
• Consistent branding - Same look, feel, and voice across all platforms
• SEO optimization - Use relevant keywords in titles and descriptions
• Regular updates - Add new products, refresh photos, stay active

Ready to Start Selling?

Now you know the pros, cons, and costs of each platform! Remember:

• Start where you're comfortable (usually Etsy for beginners)
• Add platforms as you grow (Shopify for brand building)
• Scale with wholesale when ready (Faire for bulk orders)
• Focus on quality products and excellent customer service

Need help getting started?

• Download our free guide to setting up your Shopify store
• Get our Etsy listing optimization checklist
• Join our community of creative entrepreneurs for support and advice

Your handmade products deserve to be seen and sold! Choose your platform and start your journey today. 🛍️✨

Questions about selling online? Contact us or check our FAQ!