Remember when Etsy seemed like a haven for artists and crafters?
Back in the early days, Etsy felt like a cozy, indie marketplace full of unique, handmade gems. But fast-forward to today, and it’s a very different story. Between steep fees, AI-generated knock-offs, and mass-produced print-on-demand shops spamming the same mockups, Etsy is a lot less “artist-friendly” and more like a digital flea market.
In this article, we’ll break down the pros and cons of using Etsy versus building your own website with platforms like Shopify or Squarespace. Spoiler alert: While Etsy has a few perks, I wouldn’t recommend it for anyone looking to grow a sustainable, long-term art business. Let’s dig in!
Why Some Artists Still Like Etsy
Built-in Marketplace with Traffic
When you’re juggling all the roles—artist, marketer, web designer, social media strategist—it’s easy to see the appeal of Etsy’s built-in audience. Etsy does have a large user base, and the marketplace can make it easy to start out, especially if you’re creating digital art and turning it into print-on-demand products like t-shirts, hoodies, prints, or stickers.
For example, a digital artist who’s new to selling might list a few designs on Etsy and feel like it’s a safe space to get some exposure without driving traffic themselves. Plus, traditional artists can list their original pieces for a small audience of art lovers browsing Etsy daily.
But here’s the thing: once you start gaining traction, Etsy’s fees start to feel less like a necessary evil and more like a hefty price for every sale you make.
Learning SEO with Etsy
Etsy’s search engine is all about keywords, which is why you see listings titled like, “Handmade Cute Cat Mug for Coffee, Tea, and Gift Idea.” This SEO game can help you reach a wider audience on the platform itself, and it’s a solid intro to SEO strategy if you’re new to it.
For example, if you’re a traditional artist listing “Original Watercolor Landscape Painting,” learning to keyword-stuff (without making your listing look spammy) can be a decent first step into online sales.
But be real: learning to keyword-stuff on Etsy doesn’t necessarily help you build your brand. Sure, it’s a start, but wouldn’t it be better to put that effort into your own site and actually own your traffic?
Easy Setup and Beginner-Friendly
Setting up an Etsy shop is pretty straightforward. They’ve made it easy for anyone to jump in and start selling in a day, which can feel like a breath of fresh air compared to building a whole website from scratch. And yeah, for beginners, it can feel like less of a commitment. But—if you’re in it for the long haul, it’s worth investing in a site of your own to centralize your art, products, and services.
Community Feel
Etsy has its own community vibe, where artists can connect in Facebook or Discord groups. You’ll see “Etsy Seller” hashtags everywhere, and it can be comforting to know there are others navigating the same challenges.
But couldn’t you just start your own artist community on Discord? Why limit yourself to Etsy’s ecosystem if you could gather like-minded artists and customers around your brand?
The Big Downsides of Etsy
Fees on Fees ON FEES
Etsy fees add up fast. For every sale, there’s a listing fee, transaction fee, payment processing fee, and—if you use their offsite ads—a random marketing fee, too. And this can be a real hit when you’re using Etsy to sell custom print-on-demand products, where you’re already working with a thin profit margin.
“Etsy’s seller fees add up fast. From listing fees to transaction fees to the new offsite ads fee, it can feel like you’re constantly losing a chunk of each sale. In fact, sellers on Etsy can expect to lose around 8% to 15% of every transaction in fees.”
(Source: Printful Etsy Statistics)
Let’s say you sell a $25 T-shirt with your art on it. After paying Etsy’s fees and your print-on-demand company, you might walk away with… $5? Maybe? It’s like having a “Get Taxed by Etsy” game on every sale. And if you’re already bringing in your traffic from social media, you’re basically paying Etsy extra to sell to your audience. Ouch.
Competitor Ads and Knock-Offs
One of the worst things about Etsy is that you could spend hours perfecting a listing, only for Etsy to display a competitor’s ad right under your product. Imagine someone finally finds your work, say, an original oil painting, and right under it, there’s a print for half the price, often a cheap knock-off.
Plus, if you’re selling digital designs, AI-generated products are everywhere on Etsy, making it harder to stand out. Artists who spend hours creating original illustrations get lost in a sea of AI images that look similar but took seconds to produce. And Etsy? They’re not really cracking down on this.
Limited Customization
When you sell on Etsy, your shop looks just like everyone else’s. Sure, you can choose a profile photo and header, but forget about setting the mood, showcasing different themes, or having control over the customer journey. If you’re building a brand, you want your store to feel like you, not just another “Add to Cart” page in the Etsy grid.
Why Building Your Own Website Is Worth It
Total Control Over Your Brand
With a platform like Shopify or Squarespace, your website becomes a one-stop shop for all your art, products, and services. Want to sell T-shirts and hoodies? Done. Have a section for commissions? Absolutely. Need a portfolio page to attract client work, like book cover designs or branding projects? It’s all possible, and all you.
Let’s say you’re selling a print series inspired by your favorite vintage horror books. On Etsy, it’s just another listing, but on your own site, you could create a cinematic experience with custom backgrounds, related products, and storytelling. No competitor ads, no distractions, just your art and your story.
Save on Fees
With your own site, you’ll only have hosting and payment processing fees—no hidden surprises. If you’re just starting out, you can get a Squarespace site for around $12-$15 a month, which is often less than what you’d pay in Etsy fees after a few sales.
Organic Traffic with a Blog
Adding a blog to your site is one of the best ways to bring in organic traffic from Google. Imagine posting an article titled, “10 Tips for Starting an Art Collection” or “How to Style Graphic Tees in Every Season.” These kinds of posts can lead people who’d never find you on Etsy right to your website. And a blog builds authority over time, helping you gain loyal fans.
Better Customer Experience
With your own site, you can guide customers from the moment they see your work on social media to the checkout. Custom email newsletters let you share product launches, process updates, and even tips on displaying your art. You can craft a sales funnel that doesn’t feel salesy at all, just a journey to get people excited to own your work.
Challenges of Running Your Own Website
Learning Curve
Yes, building a site is more work, but it’s also worth it. Platforms like Shopify and Squarespace have tons of tutorials, and you can always hire someone from Fiverr to help set up the basics. (Pro tip: Shopify is ideal for large inventories, while Squarespace is perfect for portfolios and commission-based work.)
If you’re tech-shy, don’t stress. These website builders are designed to be user-friendly, and honestly, just diving in and exploring is the best way to learn.
Driving Your Own Traffic
Unlike Etsy, your own site won’t have an instant audience. You’ll need to get people there through social media that documents your artist life, SEO, and marketing. But think of it as an investment: every visitor who lands on your site is yours alone—no fees, no competition, just you and your potential buyer.
Balancing Tech and Art Skills
You don’t need a degree in coding, but you’ll need to learn some basics. Shopify has great apps for customizations, but it’s better suited for those ready to treat their art business more like a store. If you’re mainly offering commissions or a few products, Squarespace is likely the easier choice.
So, How Do You Decide?
Goals Matter: Are you looking to create a sustainable income stream with diverse products, or just looking for a few quick sales?
Control Over Your Brand: If you want full brand control and to create an experience around your art, a website is the way to go.
Comfort with Marketing: Are you willing to put in the time to learn basic marketing? Even if it feels overwhelming, remember, you don’t have to master it all at once. It’s a process!
If you’re serious about your art, your website is a long-term investment. Don’t let the learning curve intimidate you; take it one step at a time.
Ready to Build Your Website Without the Overwhelm?
Creating a website from scratch can feel like an endless maze of choices, tasks, and technical hiccups. But with the right guidance, you can launch your site confidently—step-by-step and stress-free. That’s where I come in! Through my monthly mentorship program, I’ll help you build a site that works for you, not against you, so you can finally bring your art and products to life without second-guessing every decision.
Here’s why having a coach makes all the difference: I know the ins and outs of both Squarespace and Shopify, so I can help you navigate any sticky spot or confusing feature. Plus, you get email access to me between sessions, so if you’re stuck, you don’t have to wait for our next meeting. Ask a quick question anytime, and I’ll guide you through the next steps.
Ready to take control? Leave your questions in the comments, or book a session to get started on building the site your art deserves. Together, we’ll make your art business the confident, polished brand you want it to be. 🎨
