PLATFORM COMPARISON
Shelfkit vs Etsy: Complete Fee Comparison
Etsy's fees have grown significantly over the years. Understand exactly what you're paying, and see how much you could save by selling on your own store.
Disclaimer: Pricing and fee information was accurate at the time of publishing and is provided for general comparison purposes only. Etsy may have updated their fees, features, or terms since this page was last updated. For the most current and complete information, please visit Etsy's official fees page.
Etsy transaction fee
Etsy payment processing
Etsy offsite ads (if applicable)
Shelfkit total fees
Understanding Etsy's Fee Structure
Etsy's fees have grown significantly since the platform launched. Here's every fee you'll encounter as a UK seller in 2025.
1. Listing Fee: £0.15 per listing
Every time you create or renew a listing, Etsy charges £0.15. Listings expire after 4 months and must be renewed (another £0.15). If you use variations, each variation also incurs the listing fee.
When listing fees add up
- • 100 listings renewed quarterly = £60/year in listing fees alone
- • Multi-quantity listings: fee charged each time an item sells
- • Variations: each variation may require additional listing
2. Transaction Fee: 6.5%
Etsy's main fee is a 6.5% transaction fee charged on the total sale amount, including the shipping cost you charge the customer. This fee has increased multiple times over the years (it was 3.5% before 2018).
Important: The 6.5% applies to shipping too. If you charge £5 for shipping on a £20 item, Etsy takes 6.5% of £25 (= £1.63), not just the item price.
3. Payment Processing: 4% + £0.20
Etsy Payments (mandatory in most countries) charges 4% + £0.20 per transaction. This is higher than standard payment processors like Stripe (1.5-2.4%) or PayPal (2.9%).
Etsy Payments
4% + £0.20 per transaction
No choice—mandatory for most sellers
Stripe (via Shelfkit)
1.5% + £0.20 (UK cards)
~2.4% average including international
4. Regulatory Operating Fee: 0.32%
Added in 2022, this fee covers Etsy's regulatory compliance costs in the UK. While marketed as separate from Etsy's profit, it's still money out of your pocket on every sale.
5. Offsite Ads Fee: 12-15%
This is the fee that catches many sellers off guard. Etsy automatically enrols you in their offsite advertising programme. If a buyer clicks an Etsy ad on Google, Facebook, Instagram, or Pinterest and purchases from you within 30 days, you pay an additional fee.
Offsite Ads Rates
- • Sellers under $10,000/year: 15% fee (can opt out)
- • Sellers over $10,000/year: 12% fee (CANNOT opt out)
The catch: Once you exceed $10,000 in annual sales, you cannot opt out of offsite ads. A sale that came from an offsite ad could cost you over 24% in total fees (6.5% + 4% + 0.32% + 12% = 22.82% minimum).
6. Etsy Ads (Optional but Often Necessary)
In addition to offsite ads, many sellers find they need to pay for Etsy Ads (on-platform advertising) to maintain visibility. With millions of competing listings, organic discovery has become increasingly difficult.
Sellers report spending £50-500+/month on Etsy Ads just to maintain sales levels. This cost varies widely but should be factored into your true cost of selling.
Real Fee Calculations
See exactly how much Etsy takes from your sales compared to Shelfkit.
£30 Handmade Item (Standard Sale)
Etsy Fees
- Listing fee£0.15
- Transaction fee (6.5%)£1.95
- Payment processing (4% + £0.20)£1.40
- Regulatory fee (0.32%)£0.10
- Total Etsy fees£3.60 (12%)
Shelfkit Fees (Free Plan)
- Transaction fee (3.5%)£1.05
- Stripe processing (~2.4%)£0.72
- Total Shelfkit fees£1.77 (5.9%)
Save £1.83 per sale with Shelfkit
£30 Item (Via Offsite Ads)
Etsy Fees (with Offsite Ads)
- Listing fee£0.15
- Transaction fee (6.5%)£1.95
- Payment processing (4% + £0.20)£1.40
- Regulatory fee (0.32%)£0.10
- Offsite ads fee (12%)£3.60
- Total Etsy fees£7.20 (24%)
Nearly 1/4 of your sale goes to Etsy!
£75 Sale (Ceramic Vase)
Etsy Fees
- Listing fee£0.15
- Transaction fee (6.5%)£4.88
- Payment processing (4% + £0.20)£3.20
- Regulatory fee (0.32%)£0.24
- Total Etsy fees£8.47 (11.3%)
Shelfkit Fees (Starter Plan)
- Transaction fee (2.5%)£1.88
- Stripe processing (~2.4%)£1.80
- Total Shelfkit fees£3.68 (4.9%)
Save £4.79 per sale with Shelfkit
£150 Sale (Custom Jewellery)
Etsy Fees
- Listing fee£0.15
- Transaction fee (6.5%)£9.75
- Payment processing (4% + £0.20)£6.20
- Regulatory fee (0.32%)£0.48
- Total Etsy fees£16.58 (11.1%)
Shelfkit Fees (Growth Plan)
- Transaction fee (1%)£1.50
- Stripe processing (~2.4%)£3.60
- Total Shelfkit fees£5.10 (3.4%)
Save £11.48 per sale with Shelfkit
Annual Savings Example
A seller doing £500/month in Etsy sales (£6,000/year) could save:
Etsy fees/year (~11%)
Shelfkit fees/year (~4.9%)
Saved per year
*Savings could be even higher if you're paying offsite ads fees on Etsy
Beyond Fees: Why Sellers Leave Etsy
Algorithm Anxiety
Your Etsy sales depend entirely on their search algorithm. Sellers report dramatic visibility changes overnight—a bestseller can suddenly stop appearing in search. With your own store, you control your visibility through SEO, social media, and email marketing.
Customer Relationship Barriers
Etsy owns the customer relationship. You can't email customers marketing messages, can't add them to your mailing list, and have limited access to contact information. With your own store, you build direct relationships and customer loyalty.
Competition on Your Listings
Every Etsy listing shows "You may also like" and competitor products. You're paying fees while Etsy actively shows your customers alternatives. On your own store, the only products customers see are yours.
Build Your Brand
On Etsy, you're "Jane's Shop on Etsy". Customers remember Etsy, not you. With your own store at yourbrand.com, you build real brand recognition. Customers come to YOU, not a marketplace.
Full Feature Comparison
| Feature | Shelfkit | Etsy |
|---|---|---|
| Monthly Fee | £0 (Free tier available) | £0 (marketplace model) |
| Transaction Fee | 1-3.5% | 6.5% |
| Listing Fee | £0 | £0.15 per listing (4 months) |
| Payment Processing | Stripe/PayPal (~2.4%) | 4% + £0.20 per transaction |
| Offsite Ads Fee | 12-15% on referred sales | |
| Your Own Domain | ||
| Own Your Brand | ||
| Customer Data Access | Full access | Very limited |
| Standalone Store | ||
| Compete with Others | Millions of sellers | |
| Control Over Policies | Full control | Etsy rules apply |
| Product Variants | Unlimited (Growth plan) | Limited variations |
| Algorithm Dependency | High | |
| Shipping Configuration | Flexible zones | Basic |
| Ads Required for Sales | Often necessary | |
| Email Marketing to Customers |
The Smart Strategy: Use Both
You don't have to abandon Etsy entirely. Many successful makers use a hybrid approach.
The Etsy + Own Store Strategy
- 1
Use Etsy for Discovery
Etsy has millions of shoppers actively looking for handmade items. Use it to reach new customers who wouldn't otherwise find you.
- 2
Build Your Own Store with Shelfkit
Set up your branded store with your full product range. This becomes your home base and where you direct repeat customers.
- 3
Include Store Info in Packaging
Add cards or inserts mentioning your website (check Etsy's current policies). Many customers appreciate knowing they can buy directly from you in the future.
- 4
Transition Repeat Customers
Happy customers will bookmark your store and buy directly next time. You keep more profit, and they get a better experience buying from your brand.
- 5
Grow Direct Sales Over Time
As your direct customer base grows through social media, SEO, and word of mouth, your Etsy dependency decreases and your profits increase.
Many Shelfkit Sellers Use This Exact Strategy
They keep a minimal Etsy presence for discovery while doing the bulk of their sales through their own store. Over time, some phase out Etsy entirely. Others maintain both indefinitely—the choice is yours.
Frequently Asked Questions
What are Etsy's fees for UK sellers in 2025?
Etsy charges UK sellers multiple fees: £0.15 listing fee per item (every 4 months), 6.5% transaction fee on sale price including shipping, 4% + £0.20 payment processing fee, a 0.32% regulatory operating fee, and potentially 12-15% offsite ads fee if you make over $10,000/year. Total fees typically range from 11-12% per sale, or up to 25%+ if offsite ads apply.
How much does Etsy take from a £100 sale?
For a £100 sale on Etsy, you'll typically pay: £0.15 listing fee, £6.50 transaction fee (6.5%), £4.20 payment processing (4% + £0.20), and £0.32 regulatory fee (0.32%). Total: approximately £11.17 (11.2%). If the sale came from offsite ads, add another £12-15, bringing total fees to 23%+ of your sale.
What are Etsy offsite ads and can I opt out?
Etsy automatically enrols sellers in offsite ads, which advertise your products on Google, Facebook, and other platforms. If a buyer clicks an ad and purchases within 30 days, you pay 12-15% of the sale (depending on your total sales). Sellers making over $10,000/year cannot opt out of this programme—it's mandatory.
Is it worth having my own website alongside Etsy?
Many successful sellers use both. Etsy provides discovery and access to millions of shoppers, while your own store lets you keep more profit and build customer loyalty. The strategy: use Etsy to find new customers, then transition repeat buyers to your own store where fees are lower.
Why do sellers leave Etsy?
Common reasons include: high fees eating into profits (12-25% per sale), lack of control over customer relationships, algorithm changes affecting visibility overnight, increased competition from mass-produced goods, mandatory offsite ads, and the desire to build an independent brand rather than being just another Etsy shop.
How does Etsy's algorithm work?
Etsy's search algorithm considers factors like listing quality, recency, customer reviews, shipping speed, and seller performance metrics. However, the algorithm changes frequently without notice, and sellers report dramatic swings in visibility. With your own store, you control your traffic through SEO, social media, and direct marketing.
Can I keep my Etsy customers if I start my own store?
Etsy restricts direct marketing to customers and limits the contact information you receive. However, you can include cards or inserts in your packaging mentioning your own website (check Etsy's current policies). Building your own store lets you own the customer relationship going forward.
Is Etsy good for handmade sellers in 2025?
Etsy still offers value for discovery and reaching new customers, but the platform has increasingly favoured larger sellers and commercial products. For handmade sellers, maintaining an Etsy presence while building your own store provides the best of both worlds—traffic from Etsy, profit from direct sales.
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