Etsy vs. Amazon vs. Shopify, which fits your business?
Etsy, best for handmade, vintage, and craft-supply products with a distinct point of view. Built-in buyer traffic looking specifically for that kind of product, but fees stack (listing + transaction + payment processing + optional ads) and you're competing inside Etsy's own search, not building your own brand traffic.
Amazon (FBA or FBM), best when your product is more commodity-like and you want Amazon's logistics and massive built-in demand. Referral and fulfillment fees are real costs to model carefully (use the FBA fee calculator), and competition on price is intense.
Shopify (your own store), best once you have some traffic of your own (social, email list, ads) since you're not borrowing someone else's marketplace audience. Full control over branding and customer data, no per-transaction marketplace fee (though payment processing still applies), but you own 100% of the traffic problem too.
Many sellers run more than one at once. A common pattern: Etsy or Amazon for discovery and cash flow, Shopify for margin and repeat customers once you have an audience worth owning.