Quick Summary
When you speak of eCommerce, the first name that comes to mind is Amazon. It’s the biggest online marketplace in the world. But what if you want to create one of your own? Well, in that case, one of the top platforms for B2B multivendor marketplaces is Shopify.
But still, people often like to compare Amazon vs Shopify. They both dominate the space, but they serve very different needs–one is a vast marketplace and the other can help create one.
Through this blog, we’ll differentiate between Amazon and Shopify based on the key factors, from pricing and audience reach to long-term growth potential. Plus, we’ll tell you when the eCommerce experts choose Shopify for their projects. So let’s get straight into it.
| Factor | Amazon | Shopify |
| Business Model | Marketplace (sell alongside competitors) | Standalone online store (branded website) |
| Ease of Setup | Quick listing process | Requires store customization (themes, apps) |
| Audience Reach | Massive built-in traffic (~300M+ users) | Must drive your own traffic (SEO, ads, social) |
| Fees | Referral fees (8–45%) + FBA costs | Monthly subscription (29–299) + transaction fees (if not using Shopify Payments) |
| Brand Control | Limited (Amazon-branded experience) | Full control (custom domain, design, branding) |
| Fulfillment | FBA (Amazon handles storage/shipping) | Self-fulfill or use Shopify Fulfillment Network |
| Scalability | Great for quick sales | Better for long-term brand building |
| Best For | Sellers wanting instant access to buyers | Entrepreneurs focused on brand identity & independence |
Choose Amazon if you want to leverage an existing customer base and sell quickly. But Shopify would be better if you prioritize branding, customer ownership, and long-term growth.
Founded by Jeff Bezos in 1994, Amazon is the world’s largest online marketplace. It operates as both an eCommerce platform and a third-party seller hub. In the past decade or so, it has grown into a global giant, offering everything from Echo and Kindle to digital services like AWS and Prime Video.
Amazon is perfect for those looking to get in front of millions of people without heavy marketing. They can leverage Amazon FBA (Fulfilled by Amazon) to ensure a well-rounded eCommerce fulfillment experience.
Shopify is one of the most popular and competent eCommerce development platforms. With it, you can create your independent online stores. It powers over 4 million websites, everything from small startups to global brands like Goodfair and Hiut Denim Co.
Unlike Amazon, Shopify doesn’t host a marketplace—instead, it provides the tools to build, customize, and grow a branded store.
Shopify is a great platform for entrepreneurs focused on long-term brand building. And those looking for full control over customer relationships will also benefit from this platform.
To that end, you may opt for our Shopify development company. We can help you leverage the best of this platform to create the best eStore effectively.
Amazon vs Shopify: One offers you instant sales on a marketplace while the other offers you full control over a branded store. Let’s differentiate between them in detail.
On Amazon, setting up a seller account is straightforward—list products, optimize descriptions, and start selling. Amazon handles checkout, payments, and (with FBA) even shipping.
However, navigating seller policies, competing for the Buy Box, and managing PPC ads can be complex.
Shopify, on the other hand, requires more initial setup—choosing a theme, customizing your store, and integrating apps. However, Shopify’s drag-and-drop editor and intuitive dashboard make it beginner-friendly. You’ll need to handle payments, shipping, and marketing yourself.
Verdict
Amazon wins for simplicity, but Shopify offers more long-term flexibility.
Amazon sellers have minimal control over branding. Product pages follow Amazon’s template, limiting uniqueness. You compete in a sea of similar listings, making differentiation tough.
Shopify, on the contrary, offers complete design freedom. Choose from 100+ themes, customize layouts, and tailor the shopping experience to your brand. Apps like PageFly allow advanced customization without coding.
Verdict
Shopify wins—essential for businesses prioritizing brand identity.
Amazon leverages its built-in traffic—millions search Amazon daily. Tools like Sponsored Products and Deals help boost visibility. However, you can’t capture customer emails for remarketing.
Shopify requires driving traffic via SEO, social media, or ads. But you own customer data, enabling email campaigns (Klaviyo), loyalty programs (Smile.io), and targeted discounts.
Verdict
Tie. Amazon offers instant traffic; Shopify enables long-term marketing control.
Amazon offers robust fulfillment (with FBA), Prime eligibility, and global reach. However, features like A+ Content (enhanced listings) are restricted to brand-registered sellers.
On the flip side, Shopify expands functionality via apps (e.g., Oberlo for dropshipping, Shopify POS for retail). It lacks built-in logistics, but integrates with fulfillment services (ShipBob, Deliverr).
Verdict
Amazon wins for convenience, but Shopify offers more scalability.
On Amazon, products appear in Amazon searches, but competitors’ listings sit beside yours. Branding is diluted—customers see Amazon as the seller, not you.
With Shopify, your store is your brand’s home. Customers associate purchases with you, fostering loyalty. SEO efforts (blogging, content marketing) can boost organic visibility.
Verdict
Shopify wins—critical for businesses building a recognizable brand.
With Amazon, there is no monthly fee, but per-sale costs add up. There is a “Sell on Amazon Fees” of around 2% per sale, based on the product category, along with Closing fees and Weight handling (Shipping) fees. High competition can drive up PPC costs.
Shopify pricing starts from $29 per month for the basic plan. And there is an additional transaction fee of around 2.9% + 30¢ per transaction. That will go up to 5% per transaction in case of Shopify Payments.
Verdict
Shopify wins for predictable costs—Amazon’s fees can erode margins.
Amazon seller support is notorious for slow, templated responses. High-volume sellers get dedicated account managers.
Shopify, on the other hand, offers 24/7 live chat, email, and phone support. Plus there are extensive help docs and community forums. And Shopify Plus users get a dedicated manager.
Verdict
Shopify wins—better for sellers needing hands-on help.
For most businesses, the ideal strategy is using both—Amazon for immediate revenue and Shopify for brand growth. You may also opt for our eCommerce consulting services to get a better idea on the best strategy.
Both Amazon and Shopify are excellent platforms if you want to sell products. While one lets you get started instantaneously, the other lets you create the perfect outlet for yourself. Let me give you an idea on which platform would be best and in which scenario.
All in all, Amazon is for sellers prioritizing speed, convenience, and volume over brand control. Shopify, on the flip side, is for entrepreneurs focused on brand equity, customer relationships, and omnichannel sales.
Yes! Many businesses use Amazon for reach and Shopify for branding. Tools like Multi-channel Fulfillment (MCF) or third-party apps (e.g., Sellbrite) sync inventory and orders.
Yes. Tools like LitExtension help transfer product data. However, customer/review data can’t be moved from Amazon to Shopify.
Shopify is easier to set up a branded store with its user-friendly interface. Amazon simplifies selling but has steeper competition and complex seller rules. Beginners who want full control often prefer Shopify, but those looking for quick sales may opt for Amazon.
Amazon handles returns automatically for FBA sellers, deducting fees from refunds. On Shopify, you manage returns yourself, allowing more flexibility in policies but requiring manual processing.
Shopify provides detailed store analytics, customer behavior tracking, and marketing insights. Amazon offers sales reports and advertising metrics, but limits customer data access.
Shopify is ideal for dropshipping due to app integrations (Oberlo, DSers). Amazon allows dropshipping but enforces strict shipping policies, making it riskier for compliance.
The truth is, neither platform is universally “better”—it depends on your business goals.
Choose Amazon if you want fast sales with minimal marketing, don’t mind fees, and prioritize convenience over brand control. Choose Shopify if you’re building a long-term brand, want full creative control, and are willing to drive your traffic.
For many sellers, the best strategy is using both—Amazon for immediate revenue and Shopify for sustainable growth. For further help, connect with us today!
As a Business Consultant at Brainspate, I collaborate with clients to understand their business objectives, challenges, and opportunities, and develop tailored strategies and action plans to drive organizational growth, increase efficiency, and enhance profitability.
