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Selling Online: Should You Choose Amazon, Shopify, or Build Your Own Website?

Amazon vs Shopify vs Your Own Site

So, you’re ready to start selling online. That’s exciting—but now you’re stuck at a fork in the road:
Amazon, Shopify, or your own website?

With so many platforms offering tools, features, and promises of growth, how do you pick the right one for your brand? This guide breaks it all down—without the jargon.

We’ll dive into the pros and cons of each option and help you figure out what’s best for your business. So, let’s get right into it!


Why Picking the Right Platform Matters

Think of your sales platform like your storefront. Would you rather open a shop on a busy street with foot traffic (Amazon), rent a beautiful boutique in a shopping mall (Shopify), or build your own unique store from the ground up?

The platform you choose impacts:

  • How you connect with customers
  • Your brand’s visibility
  • Shipping and fulfillment
  • Profit margins
  • Long-term growth

Choosing smart now can save you stress, time, and a whole lot of money down the road.


Amazon: The Online Retail Giant

Let’s start with the most obvious: Amazon. When you list your product here, you’re stepping into a massive marketplace with over 300 million active customers.

Pros of Selling on Amazon

  • Instant traffic – People are already searching for products like yours.
  • Prime trust – Buyers love fast, reliable Prime shipping.
  • Logistics handled – FBA (Fulfilled by Amazon) takes care of storage, packing, and shipping.
  • Built-in trust – Shoppers trust Amazon. That means less friction and more sales.

Cons of Selling on Amazon

  • Fees and commissions can eat into your profit.
  • Limited branding – You’re competing on Amazon’s turf, not yours.
  • You’re not in control – Amazon controls customer data, design, and policies.

That said, Amazon is excellent for volume, especially when launching new products or scaling fast.

Also read this: United Airlines Flights Temporarily Halted Nationwide Due to Major Technology Disruption


Shopify: Build Your Brand With Flexibility

Next up is Shopify—arguably the best-known eCommerce website builder out there. It’s a favorite for entrepreneurs who want to build a branded online store without needing to code.

Pros of Selling with Shopify

  • Brand control – You design your store, layout, and messaging.
  • Multiple payment gateways – Offer flexible options to your customers.
  • Apps for everything – From email marketing to upsells, the Shopify App Store has it all.
  • Sync with Amazon and social media – Easily expand your reach.

Cons of Shopify

  • You drive your own traffic – No built-in audience. You’ll need to invest in marketing.
  • Monthly fees – Subscriptions, apps, and themes can add up.
  • DIY logistics – Unless you use fulfillment partners, shipping’s on you.

Shopify gives you full creative and strategic control, but it does require you to work harder on customer acquisition.


Your Own Website: Total Control, Maximum Responsibility

Building your own independent website using platforms like WooCommerce, BigCommerce, or custom solutions puts everything in your hands—from design to data.

Pros of Having Your Own Site

  • 100% ownership – Your traffic, your data, your rules.
  • SEO opportunities – Grow organic traffic with content and optimization.
  • No platform fees – More control over your profit margins.
  • Tailored user experience – You create the buyer journey.

Cons of Your Own Website

  • Setup and maintenance can be technical and time-consuming.
  • No built-in audience – You need to bring the customers.
  • Security and hosting – You’re responsible for site speed and protection.

This route is best for long-term branding and businesses looking to maximize profitability over time.


Key Differences at a Glance

FeatureAmazonShopifyOwn Website
AudienceBuilt-inNoneNone
ControlLowMediumHigh
FeesHighMediumLow
Ease of SetupEasyEasyModerate/Hard
FulfillmentAmazon handles itOptionalYou handle it
BrandingLimitedStrongFull control

What About “Buy with Prime”?

Here’s where things get really interesting. If you use Shopify and enable Buy with Prime, customers can check out with their Amazon credentials, enjoy Prime shipping, and trust the experience—right from your site.

That means you can have the best of both worlds: Shopify design + Amazon logistics.


Which Platform Is Best for You?

Now, let’s get real. There’s no “one-size-fits-all” answer. It depends on your business stage, goals, and budget.

Choose Amazon if:

  • You want fast exposure and sales
  • You don’t mind playing by Amazon’s rules
  • You’re just starting and want traction

Choose Shopify if:

  • You want to build a brand
  • You’re ready to invest in marketing
  • You value customization and apps

Choose Your Own Site if:

  • You want total control
  • You’re building a long-term business
  • You already have a marketing plan

Why a Multi-Channel Strategy Might Be Smart

Here’s a thought: Why choose one when you can use all three?

Many successful sellers start with Amazon, then move to Shopify to grow their brand, and eventually create their own website to control the entire customer journey.

In today’s eCommerce world, it’s not about being in one place—it’s about meeting customers where they are.


Conclusion: It’s Not “Which One”—It’s “When”

Selling online is no longer just about picking a platform—it’s about building a strategy. Amazon gives you reach, Shopify gives you flexibility, and your own site gives you power.

So instead of asking, “Which one?”—maybe ask, “When should I use each?”

If you’re serious about eCommerce success, consider combining platforms for maximum growth, flexibility, and brand control. Start where you are, grow where you need to, and always stay customer-focused.


FAQs

1. Is it better to start selling on Amazon or Shopify?

If you’re a beginner and want instant traffic, Amazon is easier. Shopify is great if you’re ready to build a brand and bring in your own audience.

2. Can I use both Amazon and Shopify together?

Yes! You can integrate Shopify with Amazon to list your products in both places and manage inventory more efficiently.

3. What are the fees on Amazon vs Shopify?

Amazon takes a commission per sale and charges fees for fulfillment. Shopify charges a monthly fee plus app costs and payment processing fees.

4. Do I need coding knowledge to use Shopify or build my own site?

Shopify doesn’t require coding. Building your own site (like with WordPress/WooCommerce) may need some technical skills or a developer.

5. Is owning my own website better for SEO?

Absolutely. Your own site gives you full control over SEO, blog content, keywords, and organic traffic strategy.

6. What is “Buy with Prime” and how does it work?

“Buy with Prime” allows Shopify sellers to offer Amazon’s trusted checkout and Prime delivery on their own website, boosting conversions and credibility.

author avatar
Ubaid Ur Rehman