“What are the best platforms for selling handmade crafts and custom products online?”

Here’s a quick, up-to-date guide to the best places to sell handmade and custom products online, grouped by what they’re best for and what they cost.

Big marketplaces (built-in traffic)

• Etsy — Best overall handmade marketplace and discovery. Costs: $0.20 listing fee per item (4-month term), 6.5% transaction fee on the order total, plus U.S. payment processing (typically 3% + $0.25). If a sale comes via Offsite Ads, Etsy also takes 12–15% on that order. (etsy.com)
• Amazon Handmade — Best for reach and Prime‑savvy buyers. No listing fee; 15% referral fee per sale (or $0.30 minimum), and the $39.99/month Pro seller fee is waived for approved Handmade sellers. Application/approval required. (sell.amazon.com)
• eBay — Good for one‑of‑a‑kind items, vintage craft supplies, and auctions; huge buyer base. Fees vary by category; you’ll pay an insertion fee (after free monthly allotments) and a final value fee percentage plus a per‑order amount. (ebay.com)
• TikTok Shop — Strong for creators who sell via short video/live; frictionless in‑app checkout. Current U.S. seller commission listed as 6% per sale. (seller.tiktok.com)

Your own branded storefront (more control, you drive traffic)

• Shopify — Best all‑around for a standalone craft store that can scale. Monthly plans plus payment processing; if you use Shopify Payments you avoid extra “third‑party transaction” surcharges that apply when using other gateways. (shopify.com)
• Squarespace Commerce — Great when you want a polished site + simple store. Commerce plans remove Squarespace’s extra transaction fee (Business plan has one), and processing rates vary by plan and provider. (support.squarespace.com)
• Big Cartel — Maker‑friendly, simple, and inexpensive (including a free plan for small catalogs). Big Cartel itself takes 0% per‑sale platform fees; you only pay your payment processor. (my.bigcartel.com)
• WooCommerce (WordPress) — Maximum flexibility and ownership if you don’t mind setup/maintenance. The core plugin is free; you’ll pay for hosting, any paid extensions, and payment processing (for example, WooPayments/Stripe around 2.9% + $0.30 per U.S. card). (woocommerce.com)

Wholesale to boutiques and retailers

• Faire — Purpose‑built wholesale marketplace for makers. 0% commission on orders you bring via your Faire Direct link; marketplace orders carry commission, and a one‑time $10 “new customer” fee may apply on a buyer’s first order through the marketplace. (faire.com)

How to choose (quick picks)

• Just starting, want buyers fast and low setup: Etsy or eBay. (etsy.com)
• You’re video‑forward and can sell live or with short clips: TikTok Shop. (seller.tiktok.com)
• You want full brand control and plan to build your own audience: Shopify or Squarespace Commerce. (shopify.com)
• You sell to boutiques at wholesale: Faire. (faire.com)
• You want the simplest low‑cost personal shop: Big Cartel. (my.bigcartel.com)
• You’re technical or already on WordPress and want maximum flexibility: WooCommerce. (woocommerce.com)

Fee tips to watch

• Etsy’s Offsite Ads fee only applies if the buyer came via Etsy’s external ad; it’s 12–15% and can materially change your margins. Price with this in mind. (help.etsy.com)
• On Shopify, using Shopify Payments avoids extra “third‑party transaction” fees that otherwise layer on top of normal card processing. (help.shopify.com)
• Squarespace’s Business plan charges an extra commerce transaction fee; upgrade to Commerce plans to remove it. (support.squarespace.com)
• Amazon Handmade waives the monthly Pro fee for approved Handmade sellers but still takes the standard referral fee on each sale. (sellercentral.amazon.com)

If you tell me:

• what you make,
• your average price and order size, and
• where you’re comfortable promoting (search, social video, email),

I can recommend a specific platform mix and a simple launch checklist tailored to you.

The “best” platform depends on whether you want built-in marketplace traffic or your own branded store. The three strongest options for handmade and custom products are Etsy, Amazon Handmade, and Shopify.

How to choose

• If you need traffic fast: Start with Etsy. It already has an audience shopping for handmade, vintage, and custom items. etsy.com
• If you want Amazon-scale reach: Apply to Amazon Handmade. The fee waiver and FBA option can be attractive, but you must qualify and follow Handmade guidelines. sell.amazon.com
• If you want your own brand and customer list: Use Shopify. You control the storefront, but you’re responsible for driving traffic. forbes.com
• If you sell personalized/custom products: Etsy is custom-friendly, and Amazon offers Amazon Custom for personalization. However, Amazon Custom products must be seller-fulfilled and can’t be fulfilled through FBA. etsy.com sell.amazon.com
• If you already sell on Etsy: Amazon Handmade lets you transfer product details from Etsy to Handmade, which can make cross-listing easier. sell.amazon.com

Other options worth considering

Beyond those three, many sellers also use:

• Big Cartel, Squarespace, Wix, or WooCommerce for branded/DIY storefronts.
• Instagram/Facebook Shops, TikTok Shop, or Pinterest for social selling.
• Faire for wholesale to boutiques.
• Niche marketplaces like Folksy, ArtFire, Zibbet, or GoImagine.

A common strategy is to use Shopify as your home base and then cross-list to Etsy and Amazon Handmade for discovery. Just check current fees, category rules, and customization limits before committing.

The best platforms depend on whether you want the biggest audience, the easiest setup, or more control over your brand. For most sellers, Etsy and Amazon Handmade are the strongest starting points, while Shopify is best if you want to build your own store and brand.^4671819

• Etsy: Best overall for handmade crafts and custom products because it is widely recommended for beginners and is known for attracting shoppers specifically looking for unique, handmade, and custom items.^12451118
• Amazon Handmade: Best for reaching a very large customer base while still selling handcrafted goods; it is repeatedly recommended as a strong option for makers who want broad reach.⁶⁷⁸
• Shopify: Best if you want full control over branding, customer experience, and your own storefront rather than competing inside a marketplace.⁷¹⁶¹⁹
• Faire: Good for wholesale-focused sellers who want to sell to retailers rather than directly to consumers.⁷
• eBay: Useful for one-of-a-kind handmade items and for sellers who want access to a massive general marketplace.¹⁴
• Facebook Marketplace / social commerce: Helpful for local or fast-turnover sales, especially if you want to sell without a dedicated storefront.⁹¹⁵
• iCraft: A niche handmade marketplace with a global focus, especially for handmade goods across categories like jewelry, clothing, gifts, and home décor.¹²²⁰

If you want the simplest recommendation:

• Start with Etsy if you are new or want direct handmade buyers.⁴⁵¹⁸
• Choose Amazon Handmade if you want scale and large traffic.⁶⁷⁸
• Choose Shopify if you want to build a long-term independent brand.⁷¹⁹

If you want, I can also rank these platforms by fees, ease of use, traffic, or best product type.

Choosing the best platform depends on whether you want an established marketplace with built-in traffic or an independent storefront where you own your brand and customer relationships.

Here is a breakdown of the best platforms for handmade crafts and custom products, categorized by how they work:

1. Established Marketplaces (Built-In Shopper Traffic)

These platforms already attract millions of active buyers, making them ideal if you don't have an existing audience.

• Etsy
• Best for: Beginners, general handmade goods, personalized gifts, and vintage items.
• Pros: The undisputed global standard for handmade crafts with massive search traffic; easy setup and recognizable buyer trust.
• Cons: Highly competitive; increasing transaction, listing, and payment processing fees; strict algorithm dependence; risk of competing against mass-produced items masquerading as handmade.
• Amazon Handmade
• Best for: Makers who can scale production and want access to Amazon Prime shoppers.
• Pros: Massive built-in audience; allows integration with Fulfillment by Amazon (FBA); waives the standard $39.99/month Professional selling plan fee for approved artisans.
• Cons: Strict application and approval process (all items must be genuinely handmade); Amazon keeps customer data, limiting your ability to build an email list.
• MakerPlace by Michaels
• Best for: US-based crafters, DIYers, and artisans offering classes or patterns alongside products.
• Pros: Backed by craft giant Michaels; lower fee structures compared to Etsy; allows sellers to sell finished crafts, digital guides/patterns, and host online crafting classes.
• Cons: Audience is smaller and primarily US-focused; still growing compared to Etsy’s global reach.
• GoImagine
• Best for: US artisans seeking an ethical, strictly handmade alternative to Etsy.
• Pros: Dedicated 100% to genuine handmade items (no mass-produced goods allowed); donates 100% of marketplace profits to children’s charities; supportive maker community.
• Cons: Currently limited to US sellers and buyers; smaller search volume, so you may need to drive some of your own traffic.

2. Standalone E-Commerce Stores (Full Brand Control)

If you already have a social media following or want to build a long-term, independent brand without marketplace fees or competitor ads on your listings, host your own store.

• Shopify
• Best for: Serious creators building a scalable, standalone brand.
• Pros: Complete control over branding, customer emails, and the checkout experience; endless integrations with shipping carriers, marketing tools, and Print-on-Demand (POD) providers; handles complex product customization options via apps.
• Cons: Monthly subscription cost ($39/mo base); zero built-in traffic—you must drive all your own visitors via social media, ads, or SEO.
• Squarespace / Wix
• Best for: Artists, visual makers, and custom commission businesses wanting an aesthetic portfolio store.
• Pros: Drag-and-drop website builders with visually stunning templates; easy to set up contact forms for custom commissions or bespoke project inquiries.
• Cons: E-commerce tools and inventory management are less advanced than Shopify.
• WooCommerce (WordPress)
• Best for: Tech-savvy sellers who want maximum customization and lowest ongoing platform fees.
• Pros: Open-source, highly flexible, no monthly platform subscription (only hosting and payment gateway fees).
• Cons: Requires technical management, updates, and maintenance.

3. Niche & Specialty Channels

• TikTok Shop & Instagram Shop:
• Best for: Visual makers who create process videos, pottery reveals, woodworking time-lapses, or behind-the-scenes content.
• Why it works: Social commerce lets customers purchase directly through short-form video and live streams without leaving the app.
• Folksy (UK Only):
• Best for: UK-based artisans. It is often described as the "British Etsy," with a loyal local audience and strict handmade criteria.
• Faire:
• Best for: Wholesale orders. If you want to sell your handmade goods in bulk to independent gift shops and boutiques worldwide, Faire is the leading wholesale platform.

Recommended Strategy for Most Makers

• 1.Start on a Marketplace: Begin on Etsy (and apply to Amazon Handmade) to validate product demand, test pricing, and learn how to package and ship orders reliably using existing customer traffic.
• 2.Collect Your Audience: Include branded packaging inserts with every order (e.g., a card offering a discount code or free care guide if they sign up for your email newsletter).
• 3.Graduate to Your Own Store: Once you have steady demand and a growing email/social following, launch your own Shopify or Squarespace store to reduce third-party fees and build long-term brand equity.

Best Platforms for Selling Handmade Crafts & Custom Products Online

🏆 Marketplaces (Built-in Audience)

1. Etsy — Still the default choice for most makers. For most new makers, Etsy is the best starting platform: it has a built-in buyer audience, low upfront cost, and the fastest path to your first sale.

Etsy is the most well-known platform for selling crafts online, with over 90 million active buyers. Keep in mind that in April 2022, Etsy raised its transaction fee from 5% to 6.5%, sellers organized a strike, thousands signed petitions, but the fee increase stayed.

2. Amazon Handmade — Sellers also use Amazon Handmade to reach different kinds of buyers , and artists who ultimately choose Handmade Amazon will do so because of the support and platform offered.

3. TikTok Shop — The fastest-rising option in 2026. TikTok Shop is the fastest-growing commerce channel for handmade sellers in 2026 — if your products have visual appeal and you're willing to make short videos, it can drive sales at a speed that's genuinely hard to match through traditional SEO or marketplace discovery. Fee-wise, referral fees are 2–8% depending on category, which is significantly lower than Etsy or Amazon. It works because post a video, tag products from your shop, viewers can purchase without leaving the app.

4. eBay — eBay suits you better if you want more flexibility, quicker sales, or a mix of handmade and other products, and if you want wider exposure or quick testing, eBay can still work well.

5. Niche/emerging marketplaces:

• Goimagine —

a US-only handmade marketplace with a social mission where 100% of marketplace profits are donated to children's charities, founded in 2020 and catering exclusively to US-based artisans selling handmade, vintage, and craft supplies.

• Folksy —

a strong option for its celebration of British craftsmanship, well-suited for sellers of traditional crafts, jewelry, homewares, and gifts with a British aesthetic.

• Cratejoy — Best if you want to sell via subscription boxes rather than single items:

it works differently from everything else — it is not for single items, it is the largest marketplace built specifically for subscription boxes.

🏗️ Your Own Store (Full Control)

Shopify — The top choice for branded, owned storefronts: if you're thinking about setting up your own online store, you've probably heard of Shopify — it's super popular, with over 4.8 million sites using it to power their businesses. Standalone stores make sense especially for custom work since higher-priced or custom work often sells better on a branded site or through social channels where you can tell your story.

WooCommerce — Ideal if you already use WordPress: WooCommerce is free to download and install.

Other builders: BigCommerce ( designed for merchants managing larger catalogs or complex operations, offering more built-in features than most platforms ) and PrestaShop ( best for developers or teams with technical experience, fully customizable and suited for multilingual, international, or B2B setups ).

🎨 Print-on-Demand for Custom Products

If you're doing custom/personalized items (mugs, apparel, phone cases, etc.):

• Printful —

The best platforms depend on whether you want built-in buyers, brand control, or both. Most successful makers use more than one channel.

Top platforms

Etsy is the strongest starting point for most handmade and custom sellers. Buyers already search there for unique, personalized, and gift-oriented items, so you get discovery without building an audience from scratch. It supports personalization fields well, which fits custom orders.

Typical US fees (as of recent seller policies): about $0.20 per listing, a 6.5% transaction fee on the item price plus shipping, and payment processing around 3% + $0.25. Offsite Ads can add another 12–15% on attributed orders (optional under a sales threshold, mandatory above it). Competition is high, and Etsy owns the customer relationship.

Shopify (or similar store builders) is best once you want your own brand and customer list. You control the design, checkout, email marketing, and margins. There is no marketplace transaction fee if you use Shopify Payments—mainly a monthly plan (often starting around $29–$39) plus payment processing (roughly 2.9% + $0.30). The tradeoff is that you must drive your own traffic through social media, SEO, ads, or marketplaces. Apps can add sophisticated custom-product builders (text, photos, live previews).

Amazon Handmade gives access to a huge shopping audience and buyer trust. Sellers must apply and show that items are genuinely handmade or customized. The main cost is a 15% referral fee in the US (or $0.30 minimum per unit, whichever is greater); the usual monthly Professional selling fee is typically waived after the first month for approved Handmade sellers. It suits products that can handle volume more than highly bespoke, low-volume work. Branding and customer ownership are limited.

Big Cartel is a lighter, lower-cost option for your own shop, especially with a small catalog. It has a free tier for a limited number of products and paid plans that often charge no extra transaction fee beyond payment processing. It lacks Etsy’s built-in traffic.

Social commerce works well alongside the above:

• TikTok Shop — strong for visual crafts (process videos, “how it’s made”). Referral fees are often lower than Etsy or Amazon (commonly cited in the low-to-mid single digits depending on category and promotions). Success depends on consistent short-form content.
• Instagram Shopping and Facebook — useful if you already have followers or want local/regional sales. Local Marketplace listings are often free; shipped checkout can involve a fee.
• Pinterest — better as a long-term traffic driver to your Etsy or Shopify store than as a primary checkout.

Other useful options

Niche handmade marketplaces exist, but many struggle to match Etsy’s traffic. GoImagine, for example, closed in 2026.

How to choose

• Just starting, no audience — Begin on Etsy. It is the fastest way to test demand for handmade and custom goods.
• Personalized or made-to-order items — Etsy first (buyers expect customization and messaging). Add Shopify when you want better workflows and repeat customers.
• Building a brand and email list — Shopify (or Big Cartel / Squarespace) as the home base, with Etsy or social for discovery.
• Proven products and volume — Add Amazon Handmade.
• Strong on video — Layer in TikTok Shop and Instagram.
• Selling to stores — Explore Faire.

A common pattern is Etsy for discovery + your own store for ownership, then social channels for traffic. Price each channel so fees still leave a healthy margin—Etsy’s stacked fees often land around 10–12% on a normal sale before ads, while Amazon Handmade is a flatter 15%.

Fees, rules, and availability change, so confirm current rates on each platform’s official seller pages before you list. Product photos, clear customization options, shipping policies, and response time matter as much as the platform itself.