Etsy and Wix are two of the most popular ecommerce platforms, and each caters to a distinctly different business need. While Etsy functions as a ready made online marketplace for creatives to sell handmade and vintage products, Wix provides a customizable website builder that’s ideal for businesses seeking full control over their online store. 

Let’s look at the key differences, pros and cons, and actionable tips to help you decide which platform is best suited for your business and branding goals!

What is Etsy?

Etsy is perhaps the best known ecommerce platform for selling a wide range of goods, including handmade products, digital downloads, and vintage items. Launched in 2005 in Brooklyn, NY, Etsy has grown into a thriving marketplace with nearly 100 million active buyers seeking unique products.

Key Features 

• Built In Audience: Etsy attracts buyers looking specifically for handmade or vintage products, or more unusual items that they can’t find anywhere else.
• Easy Listing Process: Sellers can list products and product photos quickly, with straightforward and easy to use guidelines.
• Search Engine Visibility: Etsy’s internal search engine helps connect products with potential buyers.

Pricing 

• Listing Fees: $0.20 per item, which renews each time you sell an item.
• Transaction Fees: 6.5% of the sale price plus payment processing fees.
• Advertising Costs: Optional Etsy Ads to boost product visibility.
• Other Costs: Depending on the payment methods you make available to your customers, there may be additional payment processing fees.

Pros 

• Instant access to a very large customer base.
• Positive name recognition - most people who shop online know about Etsy.
• Minimal setup and low fees required to launch an Etsy shop.
• User friendly interface makes it easy to upload product listings and add a customized banner and logo.

Cons 

• High competition among a large amount of fellow Etsy sellers.
• Limited control over branding and store design, as all Etsy stores are required to follow the same basic design format and layout. 
• Additional fees are required to pay for Etsy’s services and features, but can cut into your profits.

2025 Updates: Etsy has introduced new seller tools to improve inventory management, plus newly streamlined options for advertising, making it even easier for sellers to grow their Etsy store.

What’s Wix?

Wix is an ecommerce platform with a versatile website builder that allows users to create fully customized Wix online stores. Wix offers a drag and drop editor featuring a variety of templates, offering flexibility for businesses of all types and sizes. Wix is a little bit younger than Etsy; it was founded in 2006 in Tel Aviv, Israel.

Key Features 

• Drag and Drop Editor: Wix provides users with easy tools for creating and customizing your Wix website.
• Ecommerce Tools: Wix includes tools for payment processing, inventory tracking, and shipping management.
• Promotions: Wix also offers social media integrations plus tools for email campaigns and SEO.

Pricing 

• Subscription Plans: Start at $17 per month for the most basic ecommerce features; for creators getting serious about their site/ecommerce shop, you’ll probably want the more comprehensive $29 per month or $36 per month plan.
• Feature Costs: Paid apps, integrations, and premium templates may cost more.
• Other Wix Charges: Payment processing fees depending on which payment processors you choose; these can range from 2% - 5% of the transaction amount plus an additional .20 to .50 cents. 

Pros 

• Complete control over your website design, layout, and branding.
• Scalable options for growing businesses, and marketing tools to support that growth.

Cons 

• Requires more effort to drive traffic to your site.
• Advanced customization requires more skills, so it’s a steeper learning curve if you want to really make your Wix website unique.

2025 Updates: Wix recently enhanced its ecommerce features, including new AI tools for site design and more.

Etsy vs. Wix - Let’s Compare! 

Etsy is perfect for creative sellers and niche products looking for a quick start in a broader marketplace, while Wix provides the flexibility needed to build a specific online store from scratch for basically any type of business or brand. 

Types of Sellers

• Etsy: artists, crafters, graphic designers, digital creators, and vintage sellers.
• Wix: small businesses across most industries.

Fee Structure

• Etsy: listing fees, transaction fees, payment processing fees, and optional ad costs.
• Wix: Subscription plans, payment processing fees, and extra Wix fees for premium tools.

Pricing

• Etsy: Listing fees of $0.20 per item, plus transaction fees of 6.5% of the sale price and payment processing fees that depend on which payment method you choose. Etsy advertising has separate costs, but is optional.
• Wix: Wix requires a subscription for each Wix website, and those start at $17-$36 per month. Plus payment processing fees of at least 2% - 5% of the transaction amount. Premium features may cost more.

Customization

• Etsy: Limited to Etsy’s standard marketplace layout.
• Wix: Full control over your design and branding.

Marketing Tools

• Etsy: Built in search visibility, off site ads, optional Etsy paid ads, and the Star Seller program.
• Wix: SEO tools, email marketing, integrations.

Target Customers

• Etsy: Buyers looking for original, handmade, unique items. 
• Wix: Customers seeking out the specific type of businesses that the Wix site is supporting.

Etsy vs Wix: Which is Better for You?

Choosing between Etsy and Wix is an individual decision that very much depends on your business and branding needs. Both platforms offer valuable exposure and tools, so your choice should be based on your unique goals. 

Whether you start with Etsy in a ready to go storefront, or choose Wix for more customization control, the right ecommerce platform will help you succeed! Let’s do one more comparison of these two platforms to help you narrow down your choice:

1. Ease of Use

• Etsy: Offering an intuitive platform where you can list products and start selling almost immediately, Etsy is definitely user friendly. Etsy’s own marketplace also handles most of the technical aspects on the site, freeing you from dealing with components like payment processing and much of customer management.
  
  
• Wix: Wix does offer drag and drop tools, but actually setting up a fully customized Wix store requires more time and effort. If you’re willing to invest time into learning its tools, though, Wix allows for much more detailed branding. 

Verdict: Etsy is better for quick setup, smooth product listings, and minimal effort, while Wix better suits users looking for a high amount of control and customization.

2. Pricing Structure

• Etsy: Listing fees and transaction fees are required for all products listed on your Etsy shop; you can choose to utilize Etsy advertising for additional costs.
  
  
• Wix: Wix requires a monthly subscription plan, with additional costs for premium features and payment processing fees.

Verdict: In spite of Etsy’s transaction fees, Etsy’s pay as you go model works really well for new sellers, and is still within acceptable ranges as you scale up your sales. Wix may offer better long term cost efficiency for established businesses, but keep in mind that you’ll be paying Wix’s subscription fees every month.

3. Target Audience

• Etsy: Best for creative entrepreneurs selling handmade, vintage, or niche items. Etsy’s audience is generally looking for unique, original, artisan quality products. SO if you’re selling handmade or vintage items, Etsy’s marketplace is ideal for you. For other more traditional products or services, Wix may offer more flexibility.
  
  
• Wix: With Wix, you can launch a website suitable for businesses of all types, including regular products and services plus digital products. Wix’s customers are more varied, in that what they’re looking for is more specific to each individual Wix website; but Wix doesn’t have built-in audiences, so you’ll have to do more promo on your own.

Verdict: This one’s easy, as it simply depends on what kind of business you’re running. Choose Etsy if you cater to a more creative or niche market; choose Wix if you’re pursuing a more traditional business model.

4. Branding Opportunities

• Etsy: All Etsy stores follow a uniform layout, so it’s tough to really create a complete branding experience on your Etsy shop. You can upload a logo and custom banner, but other than that, customization options on Etsy are minimal.
  
  
• Wix: Wix does provide you with full control over branding. You can design a unique website on Wix, customize colors and fonts, and incorporate your own branding elements.

Verdict: Wix is the clear winner for businesses prioritizing branding, so it’s the better option if you want full control over your brand’s ecommerce website.

5. Growth Potential

• Etsy: Growth can be limited on Etsy by platform competition with your fellow Etsy creators, and fees can put a dent (albeit fairly small) in your profits. So scaling beyond Etsy often requires setting up an independent ecommerce store elsewhere.
  
  
• Wix: Wix sites are basically generalized websites, so can be highly scalable, with options to expand functionality through various apps and integrations. Wix’s SEO tools can also help drive traffic to your site.

Verdict:  For businesses hoping to grow and planning to scale, Wix’s customizable tools provide more room for growth than the limitations of Etsy shops allow; but if you’re content with just an Etsy shop, Etsy is easier to set up and run.

Launch a Successful Shop with Fourthwall on Your Team!

Etsy and Wix basically end up on the opposite ends of the spectrum of ecommerce platforms. Wix is better for businesses seeking a lot of customization, while Etsy is best for unique and niche creators looking to launch their shop quickly and easily. 

But for creators seeking a hybrid solution, Fourthwall easily bridges the gap between Etsy and Wix! 

Fourthwall offers comprehensive tools for creating custom physical products, selling digital products, bringing in your own handmade or vintage items, and offering subscriptions/memberships, all through Fourthwall’s easy to use website builder and Creator Dashboard. Fourthwall additionally lets you customize your Fourthwall website and store to your liking, to perfectly line up with your unique brand.

With built-in marketing features, seamless payment options, and advanced selling capabilities, Fourthwall empowers creators to monetize their content and their goods so you can really grow! 

Whether you're selling customized physical products, handmade items, digital downloads, or building a subscription-based business, Fourthwall can streamline your ecommerce goals and give you the best of Etsy and Wix’s online features, plus all the unique hype of Fourthwall itself. Get started on Fourthwall today!