Platform Overview
Direct Sales Overview
Direct sales through your own store (Shopify, WooCommerce) offer full control and higher margins but require traffic generation.
Marketplace Sales Overview
Marketplace sales through Amazon, eBay provide built-in traffic but charge 10-17% fees and limit brand control.
Fee Comparison
| Aspect | Direct Sales | Marketplace Sales | Notes |
|---|---|---|---|
| Traffic | You generate | Platform provides | Both different |
| Margins | 60-80% typical | 60-80% typical | Decop higher |
| Platform Fees | 0-3% + marketing | 10-17% | Decop cheaper |
| Customer Data | You own | Platform owns | Decop own data |
| Brand Control | Complete | Limited | Decop full |
| Competition | Varies | High | Decop less |
| Time Investment | High (marketing) | Lower (built-in) | Decop easier |
Our Recommendation
Multi-channel strategy is best: marketplaces for traffic, direct for brand and margins.
Key Takeaways
What to Consider
- Platform fees are only part of the equation - factor in fulfillment, shipping, and your time.
- Consider your product type and target audience when choosing between Direct Sales and Marketplace Sales.
- Use our Profit Calculator to estimate exact costs.
Frequently Asked Questions
Which platform is cheapest for selling?
For most categories, Shopify (0% transaction fee with Shopify Payments) plus marketing costs works out cheaper than marketplace fees for sellers with their own traffic. For sellers relying on platform traffic, Etsy (6.5%) and TikTok Shop (3.8-9.8%) are generally cheaper than Amazon (15-17%) or eBay (13-15%) before accounting for fulfillment costs.
Do fee structures change by product category?
Yes. All major platforms have tiered category fees. Amazon ranges from 6% (books) to 17% (clothing/jewelry). eBay ranges from 12.9% (media) to 14.9% (clothing/jewelry). Always check your specific category's rate before listing.
Data Methodology & Disclaimer
Fee data and benchmarks in this article are sourced from official platform documentation and cross-referenced with publicly available rate schedules as of April 2026. Calculations use standard fee formulas; individual results vary based on product category and specific listing details.
Disclaimer: This article is for informational purposes only and does not constitute financial, legal, or tax advice. Check the latest rates at each platform's official seller fees page. Fee structures reflect publicly available information as of April 2026 and are subject to change. Always verify current rates before making financial decisions.