TikTok Shop vs Amazon vs Etsy: Where to Sell

TikTok Shop vs Amazon comes down to how buyers find you: on TikTok Shop, a short video creates demand from people who weren't shopping, while on Amazon (and on Etsy), buyers search for something they already want and compare listings. That single difference decides which skills matter, which products work and how your costs add up.

Etsy adds a third model: a search marketplace built around handmade, designed, vintage and craft items. This guide compares all three on discovery, fees, products, startup requirements and effort, as of 2026, so you can pick where to start.

What is the main difference between TikTok Shop, Amazon and Etsy?

TikTok Shop is discovery-first; Amazon and Etsy are search-first. On TikTok your content is the storefront, and on the other two your listing is.

If the "affiliate" column matters to you, TikTok Shop is the only one of the three where promoting others' products is built into the same marketplace. See how to become a TikTok Shop affiliate.

How do the fees compare?

On headline percentages, TikTok Shop's standard US referral fee is lower than most Amazon referral fees and Etsy's combined fees. But each platform has other costs that change the real picture.

Sources: TikTok Shop's US fee pages, Amazon's selling-fees page and Etsy's fees policy, checked for this article. Rates change, so confirm them on each platform before you price. TikTok's side is covered in detail in TikTok Shop fees explained.

Example: the same sale on three platforms

Example (hypothetical): you sell a $25 item with free shipping. Using the headline rates above:

• TikTok Shop: 6% referral fee is $1.50. If an affiliate creator made the sale at a 15% commission, add $3.75, for $5.25 in total.
• Amazon: at a 15% referral rate, the fee is $3.75, plus $0.99 on the Individual plan, for $4.74 in total, before any advertising.
• Etsy: $0.20 listing plus 6.5% transaction ($1.63) is $1.83, plus payment processing, and any Offsite Ads fee if the sale came from an Etsy ad.

The cheapest headline isn't always the cheapest sale. What matters is the total cost of getting that buyer, including your time, ads and commissions.

UK sellers

In the UK, TikTok Shop charges a 9% commission fee including VAT, calculated on a base that includes customer-paid shipping, with a 5% effective rate for eligible Electronics and Beauty products. Amazon and Etsy also set UK-specific fees, so compare using each platform's UK pages.

Which products fit each platform?

Product fit matters more than fees. A product that suits one platform can struggle on another.

TikTok Shop rewards products with a visible result: gadgets, cleaning tools, beauty, small home items, anything that looks good in a 20-second demo. Many categories need approval in the US, and some are invite-only.

Amazon rewards products people already type into a search bar: replacement parts, household staples, specific named items. You compete on price, reviews and delivery speed, often against established brands.

Etsy rewards originality. Its creativity standards allow items you made, designed (including items produced by a disclosed production partner), handpicked (like vintage items at least 20 years old) or sourced (craft supplies, some personalized items). Reselling generic mass-produced goods doesn't fit.

What do you need to start on each?

All three verify sellers, but the effort differs.

• TikTok Shop (US). Individual sellers must be 18 or older and live in the US, with a government ID, the last four digits of an SSN or an ITIN, proof of address, a W-9 and a bank account. Affiliates need no store at all.
• Amazon. Choose the Individual or Professional plan, verify your identity and bank details, and create or match product listings.
• Etsy. Open a shop, set up payments and list items that meet the creativity standards.

For TikTok Shop, you also need a plan for content: either you make videos or you recruit creators through the affiliate program, paying the commission you set (1% to 80% per product).

Which platform should a beginner choose?

Pick the platform that matches the skill you already have, and add others once you know what sells.

Can you use more than one?

Yes, and many sellers eventually do. A common path is to find a product that sells on one platform and then add a second channel, so a rule change or a slow month on one doesn't stop all sales. The trade-off is more inventory tracking, customer service and listings to maintain, so wait until the first channel runs smoothly.

What are the trade-offs beginners overlook?

• Content is a cost on TikTok. Even if you don't pay creators, your time making videos is the real price of each sale.
• Ads are often a cost on Amazon. New listings with no reviews can be hard to find without advertising.
• Etsy search takes time. New shops often need many listings and reviews before steady traffic arrives.
• Rules differ. Each platform has its own restricted products, shipping standards and payout timing. On TikTok Shop, payouts come after delivery and settlement; see how TikTok Shop pays you.

Whatever you choose, results depend on your effort, product and execution, and most beginners earn little at first on any of the three.

Next steps

If TikTok Shop's discovery model fits your strengths, start there with a low-cost test.

• Follow a structured plan in our TikTok Shop guide for beginners.
• Weigh the downsides first in is TikTok Shop worth it?
• Check the full cost picture in TikTok Shop fees explained.

For a wider comparison of ways to earn, see our guide to making money online. When you've picked TikTok as your starting point, learn how to make money on TikTok Shop step by step.