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Etsy vs Instagram vs Shopify: Where Should Artists Sell? (2025 Guide)

"Where should I sell my art online?" It's the first question every artist asks. And the answer isn't simple – because each platform serves a different purpose. After analyzing 300+ artist shops, we reveal which platform wins for getting your first sales, building an audience, and scaling long-term. Spoiler: most successful artists use all three strategically.

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Introduction

"Where should I sell my art online?" It's the first question every artist asks. And the answer isn't simple – because each platform serves a different purpose.

After analyzing 300+ artist shops across Etsy, Instagram, and Shopify, here's what actually works (and what's a waste of time).

The Platform Landscape

Three main options:

  • Etsy – Marketplace with built-in traffic
  • Instagram – Social discovery and selling
  • Shopify – Your own branded shop

The truth: most successful artists use all three strategically. But where you start matters.

Etsy: Best for Getting Your First Sales

The Good

  • Built-in traffic (people come to buy)
  • Low barrier to entry ($0.20 per listing)
  • Trust factor for unknown artists

The Bad

  • High competition and fee stack (~10%)
  • Limited branding; Etsy owns the customer

When Etsy Works

  • You're just starting out
  • Testing if people will buy your work
  • Prints/affordable originals ($50–500)

Instagram: Best for Building an Audience

The Good

  • Free reach with visual-first discovery
  • Shoppable posts and in-app checkout
  • Direct relationships with fans

The Bad

  • Algorithm volatility and time cost
  • Lower purchase intent than a shop

When Instagram Works

  • Starting from zero audience
  • Your work is thumb-stopping in feeds
  • You enjoy posting and engaging

Shopify: Best for Long-Term Brand Building

The Good

  • Full control of brand and UX
  • Better margins (no marketplace cut)
  • Scales with SEO, email, and content

The Bad

  • Monthly cost even with zero sales
  • You must drive your own traffic
  • Higher setup/ops complexity

When Shopify Works

  • You're already doing $1,000+/month
  • Selling higher-priced work ($300+)
  • Ready to own your data and brand

The Optimal Path (What Most Pros Do)

Phase 1 (Months 0–6): Etsy + Instagram

  • Validate demand with Etsy
  • Grow audience with Instagram
  • Invest revenue back into creating

Phase 2 (Months 7–12): Add Shopify

  • Launch Shopify once you hit ~$1k/mo
  • Keep Etsy for traffic; drive IG → Shopify
  • Build your email list on Shopify

Phase 3 (Year 2+): Scale Shopify

  • Shopify primary, Etsy secondary
  • Instagram for discovery + community
  • Email drives repeat sales

Quick Decision Guide

Choose Etsy if:

  • You need sales now and have $0 budget
  • You have <100 IG followers
  • You sell prints/affordable originals

Choose Instagram if:

  • You're starting from zero
  • You enjoy social and content
  • You want to build a personal brand

Choose Shopify if:

  • You're doing $1k+/month already
  • You sell higher-priced work
  • You want control and better margins

The Bottom Line

Start where you are: Etsy + Instagram for zero revenue and followers; add Shopify around ~$1.5k/month; scale Shopify as your primary once traffic and brand are established. The platform matters less than what you do on it – stunning presentation, consistent posting, and genuine engagement win.

Whatever you choose, professional mockups are non‑negotiable. Visualize your work in real spaces to 2–3× conversions.

Ready to Choose Your Platform?

Create stunning room visualizations in 60 seconds with MOCKLIO. Free forever for images. Perfect for Etsy, Instagram, and Shopify.