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Blog / Ecommerce platform guide / Shopify vs. eBay: The Ultimate Guide for Sellers

Ecommerce platform guide

Shopify vs. eBay: The Ultimate Guide for Sellers

Shopify vs. eBay: The Ultimate Guide for Sellers
Sandra Ķempele

By Sandra Ķempele

14 min read

Eager to start selling online? Selecting the right platform for your ecommerce business is a key decision that shapes your entire business journey. With Shopify and eBay being some of the most popular options available, you need to decide which platform aligns best with your goals, target audience, and products you’d like to sell online.

Whether you’re leaning toward the customization of Shopify or the convenience of eBay, this comparison will equip you with the knowledge to choose the best platform for launching and growing your ecommerce business.

In our detailed guide, we’ll explore the nuances between Shopify vs. eBay to help you decide which is the best fit for your online store. 

Shopify vs. eBay at a glance

Before diving in, let’s briefly look at what Shopify and eBay offer to different types of ecommerce sellers.

Who is Shopify best for?

Shopify is the go-to platform for online sellers who want to create their own customized online stores. With extensive customization options and app integrations, Shopify suits entrepreneurs who want to build and control every aspect of their online business. It’s perfect for those who highly value brand identity and seek a scalable, long-term ecommerce solution that grows with them.

Who is eBay best for?

eBay is a good fit for individuals looking to sell products online and quickly tap into an existing audience. It’s a marketplace known for listing items for auction or direct sale, without the need to build and maintain your own website. eBay is perfect for sellers with unique items or small quantities of stock who want to benefit from eBay’s global reach and established trust.

Shopify vs. eBay: an in-depth comparison

Ready to dive into the specifics of Shopify vs. eBay? Below, we’ll weigh the pros and cons of each platform, dissecting key areas like cost implications, store customization possibilities, and everything in between.


Understanding Shopify’s subscription costs and eBay’s variable fees is important when deciding which platform to use. While Shopify may seem pricier upfront due to its monthly fees and add-ons, eBay’s costs can quickly accumulate, making it more expensive for high-volume sellers.


Shopify operates on a subscription-based model, with pricing plans to accommodate businesses of all sizes. 

The Basic Shopify plan starts at $29/month, offering all the essential features a small business needs to get off the ground. This includes an online store, blog, and integrations with sales channels. 

For brands needing more advanced features, the Shopify plan at $79/month and the Advanced Shopify plan at $299/month provide additional tools for analytics, reports, and improved shipping discounts. Finally, you can upgrade to the Shopify Enterprise plan for $2,300/month on a 3-year term.

Beyond the monthly subscription fees, there are additional costs for Shopify users. These include transaction fees if you choose a payment provider other than Shopify Payments, which range from 2.9% + 30¢ to 2.4% + 30¢ per transaction. 

While Shopify offers a selection of free themes for your website design, premium themes range from $140 to $180. Additionally, many apps in the Shopify App Store come with their own subscription fees, adding to the monthly costs.


eBay’s fee structure is different, emphasizing a per-sale model rather than a fixed monthly cost. 

Sellers are allowed up to 250 free listings per month. Every additional listing costs 35¢. When an item sells, eBay collects a final value fee. This fee is a percentage of the total sale amount, including shipping. This fee varies by category but is generally around 12–15%.

eBay also offers store subscriptions, ranging from $4.95 per month for a Starter store to $2,999.95 per month for an Enterprise store. These subscriptions offer more free listings and lower final value fees in exchange for a monthly subscription fee. 

Additionally, eBay sellers need to consider payment processing fees, generally 2.9% + 30¢ per transaction. There are also extra costs if you don’t meet minimum seller performance standards.

Even though selling on eBay comes at a lower initial cost than Shopify, it might lead to higher costs when scaling your business. As a seller, you should weigh these costs in the context of your own business’s size, sales volume, and growth expectations to choose the platform that offers the best financial fit.

a person holding a credit card and using a laptopSource: Pexels

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The choice between Shopify and eBay also depends on how you plan to reach and grow your audience. Let’s explore some key differences that you should consider when comparing Shopify vs. eBay.


Shopify is a good fit for businesses seeking to carve out their own space in the ecommerce world. It appeals to both sellers who want to try Shopify dropshipping and established brands expanding their online presence.

When opening a Shopify store, you’re more likely to draw in shoppers looking for products they can’t get elsewhere. Such consumers typically don’t mind spending a bit more on items that reflect their personal values, like sustainability and quality.

As a result, Shopify merchants find it easier to deeply connect with their audience, fostering a loyal community with the help of engaging brand stories. This allows sellers to both attract and retain customers, and build a devoted following.


eBay, with its vast online marketplace and a whopping 1.2B monthly visits, eBay attracts a large, diverse audience. The ecommerce platform is known for its eclectic mix of products, from vintage finds and collectibles to new, trending items. This appeals to a broad spectrum of buyers, including those looking for special deals on new products or the excitement of auction-style bidding.

Sellers on eBay benefit from access to an established customer base, ready and eager to purchase. The platform’s algorithm plays a crucial role in matching products with the right buyers based on search history and buying behavior, which can significantly increase visibility for new listings. It’s great for sellers with niche products or those looking to validate new product ideas quickly.

Understanding the types of products that thrive on Shopify vs. eBay can determine where to launch your online store. Both platforms support a wide product range yet cater to different seller and buyer needs.


With the rise of print-on-demand services like Printful, sellers can offer personalized apparel and home decor items without managing inventory. This business model is perfect for Shopify’s customizable storefronts, allowing sellers to show off their product designs and create unique brand experiences.

Artists, designers, and crafters also find a welcoming home on Shopify, where they can tell their brand’s story through a personalized online store. The ability to create your own branded online store with a curated shopping experience on Shopify makes it ideal for sellers who want to establish themselves as experts and sell products within their niche.


eBay’s marketplace thrives on the diversity of products available, from new items to second-hand goods and collectibles. Its auction format and vast audience make it an ideal platform for selling rare items that are difficult to find elsewhere.

Collectors worldwide turn to eBay to find rare coins, vintage toys, sports memorabilia, and more. The auction format can drive up prices for rare items, benefiting sellers with unique finds.

Most recently, eBay has expanded its reach beyond collectibles and second-hand items. The eBay marketplace has seen a significant increase in various product categories, including those suitable for dropshipping.

For those interested in eBay dropshipping, sourcing products from wholesale or print-on-demand suppliers such as Printful is a viable option. Tech accessories, from custom phone cases to laptop sleeves, stand out as popular items ripe for customization. Plus, you’d be tapping into the growing demand for personalized tech gear.

Store branding

A strong brand identity is important to distinguish yourself in the bustling ecommerce world. eBay and Shopify offer different paths when branding your online store.


One thing is clear—Shopify excels at branding. Shopify offers extensive customization options through themes and apps, which make it easy for sellers to create a unique online presence that’s tailor-made to their brand identity.

Shopify store owners can easily tailor the look and feel of their shop to match their brand identity. From the layout to the color scheme, typography, and imagery, every element can be adjusted to create a cohesive brand experience across all pages.

Shopify themes are not just visually appealing but also easy to navigate. With features such as responsive design, it’s easy to build an online store with a seamless shopping experience across all devices—mobile, tablet, or laptop.

Plus, there are many high-quality design themes that are available for free, especially benefiting small online sellers with limited budgets for customization. Here are some of the most popular free Shopify store themes tailored to meet the needs of small online stores:

  • Spotlight is a versatile and user-friendly theme that’s perfect for new sellers. Its clean and minimalistic design focuses on showcasing products effectively. Plus, the easy setup process allows for a quick launch.

  • Colorblock is a theme great for modern, bold apparel stores and any merchant with a visually-driven inventory.

  • Dawn is a clean and minimal theme that offers a straightforward shopping experience. It supports large media for product pages to help your customers get a clear sense of your products.


eBay, by its nature as a marketplace, offers a more constrained environment for store customization and branding. Online business owners are confined to a set template that’s used across the marketplace. In turn, it’s limiting the ability for eBay store owners to stand out through bespoke design. 

Customization options are primarily focused on product listings, where sellers can show off their brand through photography, product descriptions, and customization of their eBay storefront with banners and logos.

While these limitations might seem restrictive, the platform’s template-based system levels the playing field for sellers, allowing products to take center stage. This ensures that even new sellers can effectively showcase their offerings, competing on the quality and appeal of their products rather than the design of their own store.

a screenshot of a social media postStorefront banner and logo customization options. Source: HattreeShop on eBay

Apps and integrations

In the competitive ecommerce landscape, the choice of apps and integrations can significantly influence the success of your online store.

Shopify offers a huge app store, focusing on brand development and customer personalization. eBay, on the other hand, provides tools to optimize listing and selling efficiency within its marketplace. 


The Shopify app store is amongst Shopify’s strongest selling points, offering over 8,000 apps that cover everything from advanced analytics to marketing automation and customer service enhancements.

a screenshot of a websiteSource: Shopify app store

The app ecosystem helps optimize the different ecommerce tasks needed to run a successful online store. For example, integrations with logistics and marketing apps streamline shipping and customer engagement processes, freeing up time and resources.

Integrations with dropshipping and print-on-demand apps like Printful allow sellers to effortlessly add unique products like custom t-shirts, accessories, and other best-selling print-on-demand products to their Shopify store. Printful handles everything from product creation to fulfillment and shipping, making it a useful tool for Shopify sellers looking to capitalize on trending products without inventory management.


eBay’s offerings match the needs of marketplace sellers, including listing optimization tools and integration with shipping services.

In a nutshell, eBay’s integrations are aimed at simplifying the listing and order management, making it easier for sellers to use the platform. In addition to the more basic features available on My eBay Selling, Seller Hub offers advanced tools for sellers to optimize their listings.

In terms of integrations, Printful also works well with eBay, allowing sellers to tap into the dropshipping and print-on-demand model within eBay’s marketplace. 

If you already have an eBay account, it’s easy to connect it to Printful. First, log in to your Printful account. Then, go to the Dashboard, click Stores > Choose platform > find eBay, and click Connect.

a screenshot of a phoneSource: Printful


Scalability is crucial in ecommerce, impacting business growth across traffic, sales, product range, market reach, and customer experience.


At its core, Shopify is designed to grow with your business, offering advanced features and plans to accommodate increasing traffic and sales. The platform subscriptions support sellers at every stage, from startup to enterprise.

As businesses scale, their needs become more complex, from inventory management and logistics to marketing. Shopify’s app integrations help businesses add new functionalities and ecommerce tools as needed, supporting their expansion without extensive custom development.

Moreover, Shopify’s multi-channel selling capabilities make it easier for businesses to expand into new markets. The platform supports multiple languages and currencies, reducing the barriers to international ecommerce. Additionally, the flexible Shopify Point of Sale (POS) system and integrations with social media platforms allow for a unified approach to sales.


For sellers, scaling their eBay store often means expanding their product range, optimizing listings, and leveraging eBay’s international platforms to reach buyers in new markets. 

As businesses scale, eBay offers various tools and programs designed to support sellers. For example, the eBay Store subscriptions (Starter, Basic, Premium, Anchor, and Enterprise) provide increased store visibility, more free listings, and lower final value fees as sellers move to higher tiers.

However, intense competition and marketplace saturation on the eBay platform can slow down growth. Sellers may find it increasingly difficult to stand out as they grow, with visibility often governed by eBay’s search algorithms and paid promotions. This leads to a race to the bottom on pricing, squeezing margins, and potentially compromising profitability.

Eventually, businesses might diversify onto other platforms or build a new website (most often using Shopify), due to the limitations of marketplace selling.

Customer interaction and support

The success of an ecommerce business heavily depends on how well it interacts with and supports its customers. Shopify and eBay each offer different ways to do this, with their pros and cons for building strong customer connections.


Shopify gives sellers complete control over how they connect with customers, making shopping more personal. Sellers can use Shopify’s features and apps to tailor messages, create targeted marketing offers, and provide personalized help based on customer shopping history and preferences.

Also, Shopify stores can add live chat with tools like Tidio or Zendesk. This means customers get help right away, which improves their shopping experience. Direct, efficient customer support solves problems fast and makes customers feel valued.

Finally, Shopify supports sellers with 24/7 customer service, virtual assistant, and plenty of helpful online guides, creating an environment for businesses to learn and grow.


eBay structures customer interactions to fit its marketplace model, leading to a more standardized but less personalized experience. Buyers and sellers can communicate through eBay’s messaging system, keeping interactions straightforward to protect privacy and security.

The platform also has a feedback system where buyers can leave reviews. Good feedback boosts visibility and trust, but sellers have limited ability to address negative feedback privately before it affects their reputation.

Despite this, eBay Seller Hub is useful for getting insights into customer behavior. Plus, the platform’s support, including the help center and seller forums, are helpful community-driven features. However, these options might not always offer the personalized, in-depth help needed to solve problems quickly.

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Marketing and SEO

In the digital marketplace, visibility is crucial for drawing in and keeping customers. Sellers need to balance the value of branded marketing with the advantages of instant marketplace exposure when comparing Shopify vs. eBay.


Shopify provides powerful SEO and marketing tools for drawing and keeping customers via organic search and digital campaigns. It grants complete control over SEO essentials like meta titles, tags, and URLs, boosting search engine rankings.

Strategically using Shopify’s customization features also bolsters a brand’s SEO and content marketing. Take Gymshark as an example: A well-crafted blog and optimized pages boost visibility and engagement, which ultimately helps build a loyal brand community. This approach can significantly pay off, setting your brand apart in a competitive market.

a screenshot of a websiteSource: Gymshark blog

However, maximizing these benefits demands continuous effort in content creation and web design. Sellers must invest time and resources into maintaining a dynamic online presence, regularly updating their site with fresh, SEO-optimized content.


In contrast, eBay relies more on its internal search engine for visibility. eBay store owners can optimize their listings with keywords and quality images, but the scope for SEO and external marketing is limited compared to Shopify. While eBay offers some promotional tools, such as sponsored listings, to boost visibility, these come at an additional cost. 

The platform’s built-in audience is a significant advantage, but sellers have less control over attracting customers outside of eBay.

Shopify vs. eBay: Which platform will you choose?

Selecting the ecommerce platform that’s well-suited for your online store is not easy. Ultimately, the choice between Shopify and eBay rests on your unique business needs, long-term aspirations, and how much control you want over your store and branding.

Shopify stands out with its extensive, customizable platform, perfect for crafting a distinct brand and scaling at your own pace. The eBay platform, meanwhile, offers a quick, direct route into ecommerce.

Have you tried either of these ecommerce platforms? Share your experience with us in the comments!


By Sandra Ķempele on May 7, 2024

Sandra Ķempele

Guest author

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.