---
title: "Shopify vs Etsy：完全比較（2026年版）"
description: "Shopify vs Etsy：どちらのプラットフォームを選ぶ？手数料、コントロール、マーケティング、成長の比較。"
url: https://easyappsecom.com/ja/guides/shopify-vs-etsy.html
lang: ja
date: 2026-04-07
---

# Shopify vs Etsy: Own ストア vs Marketplace (2026)

By Easyアプリ Ecommerce

更新日 March 8, 2026

14 分で読めます

**TL;DR — 評価:** Etsy is the best starting point for handmade, vintage, and craft sellers who want built-in marketplace トラフィック without upfront investment. As your business grows past $500/month in 売上, Shopify becomes more cost-effective due to lower per-transaction fees. The smartest strategy is to sell on both: use Etsy for discovery and Shopify as your owned brand hub. For Shopify ストアs, apps like EA スピンホイール ポップアップ and EA [送料無料バー](https://easyappsecom.com/ja/guides/free-shipping-bar-strategies.html) help convert marketplace visitors into direct 顧客.

## 概要: Shopify vs Etsy

Shopify and Etsy are fundamentally different. Shopify is a platform for building your own online ストア with your own domain, brand, and 顧客 relationships. Etsy is a marketplace — like a digital craft fair — where you set up a booth alongside millions of other sellers. The choice is essentially: do you want to own a ストア, or rent space in a mall?

Etsy has 96+ million active buyers who browse the marketplace looking for handmade, vintage, and unique items. This built-in トラフィック is Etsy's biggest advantage. Shopify has no built-in トラフィック — you must drive visitors through SEO, social media, ads, and word of mouth. But Shopify gives you complete ownership of your brand, 顧客 data, and profit margins.

## 料金 and Fee 比較

Etsy fees: $0.20 per listing (renewed every 4 months or upon sale), 6.5% transaction fee, plus 3% + $0.25 payment processing. Etsy Ads and Offsite Ads can add additional costs. Total fees per sale typically range from 9.5-15% depending on ad participation.

Shopify: $39/month (Basic plan) with 2.9% + $0.30 payment processing via Shopify Payments. いいえ per-listing fees, no transaction fees beyond payment processing. For a ストア doing $2,000/month in 売上, Shopify costs approximately $97/month total (サブスクリプション + processing) versus Etsy's approximately $200-300 in fees.

The breakeven point is roughly $500/month in 売上. Below that, Etsy's pay-per-sale model is often cheaper. Above that, Shopify's flat [サブスクリプション model](https://easyappsecom.com/ja/guides/shopify-subscription-guide.html) saves significant money as volume grows.

## 機能 比較 Table

| 機能 | Shopify | Etsy |
| --- | --- | --- |
| 料金 | $39/mo flat + ~3% processing | ~10% per sale (fees + processing) |
| Built-in トラフィック | いいえne — you drive your own トラフィック | 96M+ active buyers |
| Branding | Full brand control, own domain | Limited — exists within Etsy's ecosystem |
| SEO | Own domain SEO, full control | Etsy search + some Google visibility |
| Customization | Full ストア design + 8,000+ apps | Minimal — shop banner and sections |
| Payment Options | 100+ gateways | Etsy Payments only |
| Scalability | Unlimited — margins improve with scale | Fees grow proportionally with 売上 |
| 顧客 データ | You own all 顧客 data | Etsy controls the 顧客 relationship |

## Shopify: メリット and デメリット

### メリット

- Complete brand ownership and custom domain
- Lower per-sale costs at higher volumes
- You own your 顧客 data and email list
- 8,000+ apps for CRO, email marketing, and 成長
- Multi-channel selling (including Etsy integration)
- いいえ percentage-based transaction fees with Shopify Payments

### デメリット

- いいえ built-in marketplace トラフィック — you drive your own
- Monthly サブスクリプション cost regardless of 販売
- Requires more marketing effort to acquire 顧客

## Etsy: メリット and デメリット

### メリット

- 96M+ active buyers provide built-in トラフィック
- いいえ monthly fee (pay-per-sale model)
- Quick and easy setup — list products in minutes
- 信頼 and credibility from the Etsy brand
- Great for handmade, vintage, and craft items

### デメリット

- High per-sale fees (approximately 10%+ per transaction)
- Very limited branding and design options
- You do not own 顧客 data or the 顧客 relationship
- Heavy competition from other sellers in the marketplace
- Etsy controls search rankings and can change algorithms
- Limited to handmade, vintage, and craft supply categories

## Fee Calculator: At What 売上 Level Is Shopify Cheaper?

One of the most common questions sellers ask is exactly when Shopify becomes more cost-effective than Etsy. Here is the detailed math.

| Monthly 売上 | Etsy Total Fees | Shopify Total Fees | Annual Savings on Shopify |
| --- | --- | --- | --- |
| $250 | $25 | $46 | Etsy cheaper by $252/yr |
| $500 | $50 | $54 | Nearly breakeven |
| $2,000 | $200 | $97 | Shopify saves $1,236/yr |
| $5,000 | $500 | $184 | Shopify saves $3,792/yr |
| $10,000 | $1,000 | $329 | Shopify saves $8,052/yr |

**まとめ:** At $500/month 売上, the platforms cost roughly the same. Above $500/month, every additional dollar earned on Shopify keeps more in your pocket. At $10,000/month, Shopify saves you over $8,000 per year in platform fees alone.

## Running Both Platforms: The Dual-Channel 戦略

The smartest approach is not choosing one platform over the other but using both strategically. Here is how to run a dual-channel Etsy + Shopify operation.

1. **Use Etsy for discovery:** Etsy's 96 million buyers provide organic トラフィック you cannot get elsewhere. List your best-selling products on Etsy to capture shoppers who are browsing the marketplace.
2. **Use Shopify as your brand hub:** Your Shopify ストア is where you own the 顧客 relationship. It is where you build your email list, control the brand experience, and earn higher margins.
3. **Convert Etsy buyers to Shopify 顧客:** Include branded packaging inserts with your Shopify URL and a first-purchase 割引. Mention your website on Etsy [product descriptions](https://easyappsecom.com/ja/guides/shopify-product-description-guide.html) where allowed. Build an email list from Etsy 顧客 and market your Shopify ストア directly.
4. **Sync inventory automatically:** Use Shopify's Etsy integration or tools like Sellbrite to keep inventory synchronized across both platforms, preventing overselling.
5. **Capture emails on Shopify:** Install [EA スピンホイール ポップアップ](https://easyappsecom.com/ja/apps/spin-wheel-popup.html) on your Shopify ストア to capture emails from every visitor at 8-15% opt-in rates. Each subscriber becomes a repeat 顧客 you do not need to find again through Etsy.

## Building a Brand: Shopify vs Etsy Capabilities

For sellers who want to build a lasting brand rather than just sell products, the platforms differ dramatically.

- **Custom domain:** Shopify gives you yourname.com. Etsy gives you etsy.com/shop/yourname. 顧客 remember brands, not marketplace subpages.
- **ストア design:** Shopify offers 100+ professional themes with full customization. Etsy gives you a banner image and a shop description. The visual brand experience is incomparably richer on Shopify.
- **Email marketing:** On Shopify, you own your 顧客 list and can email them freely. On Etsy, 顧客 emails are obscured and direct marketing is restricted by their terms of service.
- **[コンバージョン 最適化](https://easyappsecom.com/ja/guides/shopify-conversion-optimization.html):** Shopify lets you install free tools like [EA 送料無料バー](https://easyappsecom.com/ja/apps/free-shipping-bar.html) (15-30% AOV lift), [EA 固定カートボタン](https://easyappsecom.com/ja/apps/sticky-add-to-cart.html) (12-18% mobile CVR lift), and [EA アップセル & クロスセル](https://easyappsecom.com/ja/apps/upsell-cross-sell.html) (10-20% AOV increase). Etsy offers none of these 最適化 levers.
- **SEO control:** Shopify gives you full control over URLs, meta tags, structured data, and page content. Etsy controls your URL structure and provides limited SEO customization.

## Who Should Choose Which?

### Choose Shopify If:

- You want to build a recognizable brand with your own domain
- You are doing $500+/month in 売上 (Shopify is more cost-effective)
- You want to own your 顧客 relationships and email list
- You sell products outside Etsy's handmade/vintage niche
- You want access to コンバージョン 最適化 tools and apps

### Choose Etsy If:

- You are just starting and want access to marketplace トラフィック
- You sell handmade, vintage, or craft items
- You want a zero-upfront-cost way to start selling
- You do not want to manage marketing and トラフィック acquisition
- You are testing a product idea before investing in a full ストア

### ベスト 戦略: Use Both

The smartest approach is to sell on Etsy to capture marketplace トラフィック while building your Shopify ストア as your branded home base. Include business cards and packaging inserts directing Etsy 顧客 to your Shopify ストア. Over time, shift the majority of your business to Shopify where margins are higher and you own the 顧客 relationship.

## Which Products Work ベスト on Each Platform?

いいえt all products perform equally on Etsy and Shopify. Understanding which platform favors your product category helps allocate effort and inventory strategically.

| Product Category | Etsy Fit | Shopify Fit | Recommendation |
| --- | --- | --- | --- |
| Handmade jewelry | Excellent | Good | Start on Etsy, build Shopify brand |
| Custom/personalized items | Excellent | Good | Both platforms simultaneously |
| Clothing/fashion brand | Limited | Excellent | Shopify primary, skip Etsy |
| Electronics/tech | Poor | Excellent | Shopify only |
| ホーム decor | Good | Excellent | Both platforms simultaneously |
| Beauty/skincare | Limited | Excellent | Shopify primary for brand control |
| Vintage/antiques | Excellent | Moderate | Etsy primary for discovery |

**Category Insight:** Etsy excels for handmade, vintage, and craft items where the marketplace audience actively searches for these products. Shopify dominates for branded products, resale items, and any category where you want to build a recognizable brand with repeat 顧客. The overlap categories (personalized items, home decor) benefit most from a dual-platform strategy.

## 移行 ヒント

1. **Export from Etsy:** Use Etsy's CSV export to download your product listings, then import them into Shopify.
2. **Keep Etsy running:** Do not close your Etsy shop immediately. Run both channels and gradually shift marketing effort to Shopify.
3. **Build your brand:** Invest in a custom domain, professional logo, and branded packaging for your Shopify ストア.
4. **Install コンバージョン apps:** Add [EA スピンホイール ポップアップ](https://easyappsecom.com/ja/apps/spin-wheel-popup.html) to capture email addresses, [EA 送料無料バー](https://easyappsecom.com/ja/apps/free-shipping-bar.html) to boost AOV, and [EA 固定カートボタン](https://easyappsecom.com/ja/apps/sticky-add-to-cart.html) for better mobile コンバージョン.
5. **Start email marketing:** Build an email list on Shopify — something you cannot do effectively on Etsy.

## 関連ガイド

- [ベスト Accessibly 代替ツール for Shopify](https://easyappsecom.com/ja/guides/accessibly-alternative-shopify.html)
- [ベスト AfterShip 代替ツール for Shopify](https://easyappsecom.com/ja/guides/aftership-alternative-shopify.html)
- [ベスト Also Bought 代替ツール for Shopify](https://easyappsecom.com/ja/guides/also-bought-alternative-shopify.html)
- [ベスト Avada 代替ツール for Shopify](https://easyappsecom.com/ja/guides/avada-alternative-shopify.html)
- [ベスト 無料 Shopify アプリ （2026年版） (いいえ Hidden Costs)](https://easyappsecom.com/ja/guides/best-free-shopify-apps-2026.html)

## よくある質問

Should I sell on Etsy or Shopify?

If you are just starting with handmade or vintage items, Etsy is a great starting point for built-in トラフィック. As 売上 grows past $500/month, Shopify becomes more cost-effective. Many successful sellers use both platforms: Etsy for discovery and Shopify as their branded home base with higher margins.

What are Etsy's fees compared to Shopify?

Etsy charges $0.20 per listing, 6.5% transaction fee, and 3% + $0.25 processing — about 10% per sale total. Shopify Basic is $39/month with 2.9% + $0.30 processing and no transaction fees via Shopify Payments. For ストアs doing $500+/month in 売上, Shopify is typically cheaper overall.

Can I use Shopify and Etsy together?

はい, and this is actually the recommended strategy. You can sync inventory between Shopify and Etsy using integration apps, benefiting from Etsy's marketplace トラフィック while building your own brand on Shopify.

Does Etsy provide more トラフィック than Shopify?

Etsy has 96+ million active buyers browsing the marketplace. Shopify provides no built-in トラフィック — you must drive visitors yourself through SEO, social media, and ads. However, Shopify トラフィック is exclusively yours, while Etsy トラフィック is shared with competing sellers.

Can I build a brand on Etsy?

Etsy allows limited branding — shop name, banner, and about section. But 顧客 remember Etsy, not your brand. Shopify gives you complete brand control: your own domain, custom design, branded チェックアウト, and direct 顧客 relationships through email marketing.

Which is better for scaling: Shopify or Etsy?

Shopify is far better for scaling. Etsy's percentage-based fees grow with 売上 (10% of $10,000/month = $1,000 in fees). Shopify's flat monthly fee means margins improve as 売上 grows. Shopify also offers superior [inventory management](https://easyappsecom.com/ja/guides/shopify-inventory-management-guide.html), multi-channel selling, and CRO tools.