Shopify vs Amazon: Which is Better?

Ecommerce Platforms
Ecommerce Platforms

When it comes to selling products online, two of the biggest players in the game are Shopify and Amazon. Both platforms offer a range of tools and features to help businesses establish an online presence and reach customers around the world. However, each platform has its own strengths and weaknesses, and choosing between them can be a difficult decision.

Shopify is an e-commerce platform that allows businesses to create their own online store, while Amazon is a massive online marketplace where businesses can sell their products alongside millions of other sellers. Shopify offers a range of features to help businesses build and customize their online store, while Amazon provides access to a massive customer base and offers tools to help businesses manage their sales and inventory.

Ultimately, the decision between Shopify and Amazon will depend on a number of factors, including the size and type of your business, your budget, and your goals for selling online.

Shopify: Pros and Cons

Shopify Interface
Shopify Interface

When it comes to choosing between Shopify and Amazon, there are pros and cons to consider for each platform. Here are some of the pros and cons of using Shopify:


  • Easy to use: Shopify is known for its user-friendly interface that allows even beginners to create an online store quickly and easily.
  • Customizable: Shopify offers a wide range of customizable templates and themes, allowing you to create a unique look and feel for your online store.
  • Flexible payment options: Shopify supports a variety of payment options, including credit cards, PayPal, and Apple Pay, giving your customers more ways to pay.
  • Good customer support: Shopify provides 24/7 customer support via phone, email, and live chat, so you can get help whenever you need it.
  • No transaction fees: Unlike Amazon, Shopify does not charge transaction fees for using third-party payment gateways.


  • Monthly fees: Shopify charges a monthly fee to use its platform, and the cost increases as you move up to higher-tier plans.
  • Limited marketplace exposure: While Shopify does offer a marketplace for its users, it is not as widely used as Amazon’s marketplace, which could limit your exposure to potential customers.
  • Limited shipping options: Shopify’s shipping options are not as robust as Amazon’s, which could be a drawback if you are shipping a large volume of products.

Overall, Shopify is a great option for businesses that want a customizable, easy-to-use platform with flexible payment options. However, it may not be the best choice for businesses that rely heavily on marketplace exposure or need more robust shipping options.

Amazon: Pros and Cons

Amazon Interface
Amazon Interface

When it comes to selling products online, Amazon is undoubtedly one of the biggest players in the game. Here are some pros and cons of using Amazon as a seller platform:


  • Huge audience: Amazon has a massive customer base, with millions of active customers visiting the site every month. This means that as a seller, you have access to a large potential audience.
  • High credibility: Many users are more likely to buy a product from Amazon rather than from a shop they have never heard of. This means that as a retailer, you can gain higher credibility by selling on Amazon.
  • Fulfillment services: Amazon offers fulfillment services that can help you store, pack, and ship your products. This can save you a lot of time and effort, especially if you have a large inventory.
  • Easy to get started: Setting up an Amazon seller account is relatively straightforward, and you can start selling your products within a few days.


  • High fees: Amazon charges a variety of fees, including referral fees, fulfillment fees, and storage fees. These fees can add up quickly, especially if you have a lot of products and/or low profit margins.
  • Limited branding opportunities: When you sell on Amazon, you are essentially using Amazon’s platform to sell your products. This means that you have limited control over your branding and marketing efforts.
  • Competition: Because Amazon is such a popular platform, there is a lot of competition among sellers. This means that it can be challenging to stand out and get noticed, especially if you are selling in a crowded market.

Overall, Amazon can be an excellent option for sellers who are looking to reach a large audience and take advantage of Amazon’s fulfillment services. However, it’s essential to be aware of the fees and limitations of selling on Amazon and to carefully consider whether it’s the right platform for your business.

Shopify vs Amazon: Features Comparison

When it comes to choosing between Shopify and Amazon, it’s important to compare their features to determine which platform is the best fit for your business needs. Here’s a breakdown of how the two platforms stack up against each other in terms of ecommerce, design flexibility, SEO, and shipping.


Shopify is an ecommerce platform, meaning it’s designed to help you build and manage your own online store. This gives you full control over your branding, customer experience, and sales process. With Shopify, you can create a custom website, list your products, process payments, and manage orders all in one place.

On the other hand, Amazon is a marketplace that allows you to sell your products alongside other sellers. While this can provide access to a large customer base, it also means you have less control over your branding and customer experience. Additionally, Amazon charges fees for each sale, which can eat into your profit margins.

Design Flexibility

Shopify offers a wide range of design options, including customizable templates, drag-and-drop editors, and access to HTML and CSS code. This means you can create a unique and visually appealing website that reflects your brand and stands out from the competition.

Amazon, on the other hand, has more limited design options. While you can customize your product listings to some extent, your overall store design will look similar to other sellers on the platform. This can make it harder to differentiate your brand and stand out from the competition.


Search engine optimization (SEO) is crucial for driving traffic to your website and increasing sales. Shopify offers a range of SEO tools, including customizable meta tags, sitemaps, and automatic redirects. This makes it easier to optimize your website for search engines and improve your ranking in search results.

Amazon also offers some SEO tools, but they are more limited. For example, you can optimize your product listings with keywords and descriptions, but you have less control over other factors that affect SEO, such as page load speed and site structure.


Shipping is a critical part of ecommerce, and both Shopify and Amazon offer tools to help you manage it. With Shopify, you can set up shipping rates, print shipping labels, and track packages all in one place. You can also integrate with third-party shipping providers to offer more shipping options to your customers.

Amazon also offers shipping tools, including fulfillment by Amazon (FBA), which allows you to store your products in Amazon’s warehouses and have them shipped directly to customers. This can save you time and hassle, but it also comes with fees and less control over the shipping process.

Ease of Use

When it comes to ease of use, both Shopify and Amazon have their pros and cons. Let’s take a closer look.


Shopify is known for its user-friendly interface and intuitive dashboard. The platform offers a drag-and-drop website builder that allows you to easily customize your online store without any coding knowledge. Plus, Shopify offers a wide range of templates and themes to choose from, so you can create a professional-looking store in no time.

In addition, Shopify has a straightforward checkout process and offers a variety of payment gateways to choose from. Plus, the platform offers 24/7 customer support via phone, email, and live chat, so you can get help whenever you need it.


Amazon, on the other hand, can be a bit more complicated to navigate. The platform offers a seller dashboard that can be overwhelming at first, with a lot of different options and settings to configure. However, once you get the hang of it, Amazon can be a powerful tool for selling your products online.

One advantage of Amazon is that it has a massive customer base, so you have the potential to reach a wider audience than you might with Shopify. Plus, Amazon offers a streamlined checkout process and handles all of the payment processing for you.

Pricing Comparison

When it comes to pricing, Shopify and Amazon have different fee structures. Shopify offers four pricing plans: Basic Shopify, Shopify, Advanced Shopify, and Shopify Plus. The Basic Shopify plan costs $39 per month, while the most expensive plan, Shopify Plus, costs $2,000 per month. The cost of each plan varies based on the features and capabilities it offers.

On the other hand, Amazon charges a referral fee for each item sold on its platform. The referral fee varies depending on the category of the item sold, but it typically ranges from 6% to 45% of the item’s sale price. Additionally, Amazon offers a Professional plan that costs $39.99 per month, which includes additional features such as access to Amazon’s advertising tools and analytics.

It’s worth noting that Shopify charges a transaction fee of up to 2% for users who don’t use Shopify Payments. However, if you use Shopify Payments, you won’t have to pay any transaction fees. Amazon doesn’t charge any transaction fees, but it does charge a per-item fee for certain categories of products.

Customer Support

When it comes to customer support, Shopify and Amazon have distinct differences. Shopify excels in providing help and support services compared to Amazon. Shopify’s support system offers easier access and comprehensive services, while Amazon’s support services are limited, inflexible, and less user-friendly, with room for improvement in navigation.

Shopify offers 24/7 customer support through multiple channels, including live chat, phone, and email. Their support team is knowledgeable and responsive, and they provide detailed documentation and tutorials to help users troubleshoot issues on their own. Additionally, Shopify offers a community forum where users can connect with each other and share tips and advice.

On the other hand, Amazon’s support services are limited to email and phone support during business hours. Their support team is less responsive and often provides generic responses to user queries. Amazon also lacks a community forum where users can connect with each other and share tips and advice.

In terms of seller support, Shopify offers a dedicated support team for sellers, providing assistance with issues related to payments, shipping, and order fulfillment. Amazon, on the other hand, offers seller support through their Seller Central platform, which can be difficult to navigate and lacks personalized assistance.

Integration Capabilities

When it comes to integration capabilities, both Shopify and Amazon provide a wide range of options to connect with third-party services and tools. However, there are some differences between the two platforms.

Shopify Integration Capabilities

Shopify has a robust app store that offers over 4,000 apps and integrations to extend the functionality of your online store. These apps cover a wide range of areas such as marketing, shipping, accounting, customer service, and more. Some of the popular integrations include:

  • Mailchimp: for email marketing campaigns
  • QuickBooks: for accounting and bookkeeping
  • Oberlo: for dropshipping products from AliExpress
  • ShipStation: for shipping and order fulfillment

In addition to the app store, Shopify also provides APIs and webhooks to allow developers to build custom integrations and automate tasks.

Amazon Integration Capabilities

Amazon offers various integration options for sellers to connect their online store with other platforms, tools, and services. Some of the popular integrations include:

  • Amazon Pay: for processing payments on your website
  • Multi-Channel Fulfillment (MCF): for fulfilling orders from other sales channels
  • Amazon Advertising: for promoting your products on Amazon
  • Amazon Web Services (AWS): for hosting and managing your website

Amazon also provides APIs and SDKs for developers to build custom integrations and automate tasks.

User Reviews

When it comes to choosing between Shopify and Amazon, user reviews can be a valuable source of information. We scoured the internet for reviews from real users of both platforms to get a better understanding of their experiences. Here’s what we found:


Overall, users seem to be very satisfied with Shopify. Many reviewers praised the platform’s ease of use and intuitive interface, as well as its wide range of features and customization options. Some users also noted that Shopify’s customer support is top-notch, with helpful and responsive representatives.

However, there were a few common complaints among users as well. Some found the pricing to be too high, particularly for larger businesses. Others noted that certain features, such as multi-currency support, are not available on all plans.


Amazon is a massive platform with a wide range of users, so it’s not surprising that opinions vary widely. However, there were a few common themes among user reviews. Many praised Amazon’s massive customer base and the ability to reach a large audience quickly. Others noted that Amazon’s fulfillment services are top-notch, making it easy to manage inventory and shipping.

However, there were also a number of complaints among Amazon users. Some found the platform to be overly complicated and difficult to navigate, particularly for new sellers. Others noted that Amazon’s fees can be quite high, particularly for smaller businesses.


After comparing Shopify and Amazon, we can conclude that both platforms have their own unique features, advantages, and disadvantages. Choosing between the two will depend on the specific needs and goals of your business.

Shopify is an excellent choice for small to medium-sized businesses that want to create their own online store and have more control over their branding and customer experience. On the other hand, Amazon is a powerful platform with a massive customer base and a global reach. Amazon offers features such as Fulfillment by Amazon (FBA), which can help businesses save time and money on shipping and storage.

Ultimately, the decision between Shopify and Amazon will depend on your business’s specific needs and goals. We recommend carefully considering the pros and cons of each platform and choosing the one that best aligns with your business’s needs.

Frequently Asked Questions

How does the business model of Shopify differ from Amazon?

Shopify is an ecommerce platform that provides tools for building and managing an online store, while Amazon is primarily a marketplace where sellers can list and sell their products. Shopify charges a monthly fee for its services, while Amazon collects a referral fee for each sale. Shopify also offers more control over branding and design, while Amazon provides access to a larger customer base.

Is it better to sell on Amazon, or Shopify?

The answer to this question depends on the specific needs and goals of the seller. Amazon offers access to a large customer base and fulfillment services through FBA, but charges referral fees and has strict policies. Shopify provides greater control over branding and design, but charges transaction fees and requires more effort to build and manage an online store.

Can Shopify compete with Amazon’s FBA program?

Shopify does not offer a fulfillment service like Amazon’s FBA, but it does offer integrations with third-party fulfillment providers. These providers can handle storage, shipping, and returns, similar to FBA. However, the cost and level of service may vary depending on the provider chosen.

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