Choosing the Right Platform for Your Online Business: Etsy or Website?

Starting an online presence is an important step for businesses. When deciding between using a popular online marketplace like Etsy or making your own website, it's important to think about what your business needs now and in the future.

This choice affects how you run your business today and how it can grow and connect with customers over time. In the next sections, we'll look at the pros and cons of each option to help you make the best decision.


Etsy and Other Online Selling Platforms: A Quick Start

Services like Etsy let you quickly set up shop within their system. They have lots of customers already, which can make getting sales easier from the start. But there are some limits to consider.

Think of selling on Etsy like having a kiosk in a busy mall. It's a spot where people already come to shop, so you might catch their eye without much effort. You're set up and selling in no time, but your kiosk looks a lot like the others, and there's not much room to make it your own. Plus, you're sharing the space with lots of other sellers.


  • Quick and Easy Setup: Setting up a shop on Etsy is straightforward. You sign up, list your items, and decide how you'll get paid. It's designed to be user-friendly, so you can start selling within hours.
  • Access to Shoppers: Etsy attracts an audience that is interested in unique, handmade, and vintage items. Creating a shop on the platform puts you in a space with them.
  • Easy Payment Solutions: Platforms like Etsy handle one of the most complicated parts of online selling: processing payments. This lets you focus more on creating your products and running your business.
  • Integrated Customer Reviews: Good reviews from buyers make you products appear higher in search results. It's like word-of-mouth recommendations but visible to anyone visiting your shop.


  • Limited Customization: Your ability to personalize your Etsy shop is quite limited. While you can add your own flair, the overall look and feel are controlled by Etsy's template, making it challenging to fully express your brand's unique style.
  • High Competition: With thousands of shops on Etsy, standing out can be tough. You need to be creative in showcasing your products amidst a sea of sellers. A basic understanding of Etsy's search algorithm is important.
  • Fees: Selling on Etsy comes with various fees, including costs for listing items and a percentage taken from each sale. These fees can add up, especially for shops with a lot of transactions.
  • Risk of Being Removed: Following Etsy's policies is crucial. If you don't, you may face penalties – including having your shop restricted or even shut down. If you are removed, it is a long process for reinstatement.

Your Own Website: A Custom Storefront

Creating your own website means you can set up your online shop exactly how you want. You can make the website look like your brand, work in a way that's best for you, and share your story directly with customers. This personal touch can make your brand more memorable and keep customers coming back.

Now, picture your own website as opening a brick-and-mortar store tailored just for your brand. This space is all yours, from the design to the products you showcase. You create a unique shopping experience that can turn visitors into loyal customers. Sure, it takes more work to bring people in the door, but the freedom to shape their experience is worth it.


  • Complete Control: You have the power to shape every part of the shopping experience, from the moment someone finds your site to when they checkout. Want a fast, no-fuss shopping trip? You got it. Prefer to give your customers a unique journey with interactive elements? You can do that, too. It's all about crafting a visit that's just right for your brand and keeps customers coming back for more.
  • Easier to Find Online: By using smart strategies, you can help your website show up higher in Google searches, making it easier for people to find you.
  • Room to Grow: Your website can grow with your business. You can add new products, features, or even a blog whenever you like, without any restrictions.


  • Costs: Starting a website comes with both startup and ongoing costs, like buying a domain name, paying for hosting, and hiring someone to design and build your website.
  • Drawing in Customers: You won't have the built-in audience that platforms like Etsy provide, so it's up to you to bring people to your site using marketing strategies like search engine optimization, social media, and email marketing.
  • Setup Time: Getting your website just right could take weeks or even months. You'll need to plan your design, set up the shop, and test everything to make sure it's working well.
  • Technical Skills Required: Running a website involves some technical tasks, like updating software and securing your site. If you're not tech-savvy, you might need some extra help.

Making the Right Choice

Choosing between an online marketplace and a personal website depends on what you're selling, who you're selling to, and how you see your business growing. If you want complete control and room to grow, a personal website might be best. But if you're just starting out or have a specific item to sell, online marketplaces like Etsy are a good way to start.

The last option is to leverage both: many businesses use an online marketplace and personal website to get hands-on experience and determine which is the best fit.