Choosing between Shopify vs Gumroad vs Stan Store vs Etsy is one of the first big decisions you'll make as a new digital product seller. The wrong platform can cost you unnecessary fees, complicate your tech setup, or limit your growth. The right platform makes selling feel simple and sustainable.

The truth? You don't need the most expensive or complex platform to start. You need the one that matches what you're selling, where your audience is, and how much time you want to spend on setup versus selling.

This complete platform comparison breaks down Shopify, Gumroad, Stan Store, and Etsy—covering features, fees, pros and cons, and which platform works best for your first offer. By the end, you'll know exactly which one to choose.

Not Sure Where to Sell? Let’s Break It Down.

Before we dive deep, here's the 30-second breakdown:

Shopify: Full e-commerce platform for building a branded online store (digital + physical products)

Gumroad: Simple platform for selling digital products with minimal setup (courses, templates, ebooks)

Stan Store: Mobile-first storefront designed for creators selling via Instagram/TikTok

Etsy: Online marketplace with built-in traffic for handmade, vintage, and digital products

Now let's compare them in detail.

Quick Platform Overview: What Each One Does Best

Shopify

Best For: Building a long-term brand with custom design and full control

What You Can Sell:

• Digital products (templates, courses, ebooks)

• Physical products (merch, print-on-demand, inventory)

• Services and bookings (with apps)

• Subscriptions and memberships

Pricing:

• Basic Plan: $39/month

• Transaction fees: 2.9% + 30¢ per sale (using Shopify Payments)

• No transaction fees if you use Shopify Payments

Pros:

• Full website builder with custom domain

• Unlimited products and customization

• Professional look and feel

• Built-in marketing tools (email, SEO, analytics)

• Scales as you grow

• Integrates with tons of apps

Cons:

• Monthly fee even if you make $0

• Steeper learning curve

• Requires more setup time

• Need to drive your own traffic

Recommendation: Choose Shopify if you're serious about building a long-term brand, want full design control, or plan to sell both digital and physical products.

Shopify vs Gumroad vs Stan Store vs Etsy: Detailed Comparison

Gumroad

Best For: Selling digital products fast with minimal setup

What You Can Sell:

• Digital downloads (PDFs, templates, ebooks, courses)

• Memberships and subscriptions

• Pre-orders

• Physical products (limited features)

Pricing:

• Free plan: 10% transaction fee

• Gumroad Pro: $10/month + 3.5% transaction fee

• No monthly fee if you use the free plan

Pros:

• Extremely easy setup (10 minutes to launch)

• No monthly fee on free plan

• Clean, simple checkout experience

• Built-in email collection

• Automatic file delivery

• Works great for courses and digital products

Cons:

• Limited customization (basic branding only)

• High fees on free plan (10%)

• Not ideal for physical products

• No built-in traffic

• Basic analytics

Recommendation: Choose Gumroad if you want to launch a digital product TODAY with zero tech hassle and don't need a custom-branded store.

Stan Store

Best For: Creators selling directly from Instagram, TikTok, or social media

What You Can Sell:

• Digital products

• Coaching/consulting bookings

• Courses

• Affiliate links

• Memberships

Pricing:

• $29/month (all features included)

• No transaction fees beyond payment processor (Stripe: 2.9% + 30¢)

Pros:

• Built specifically for social media creators

• Mobile-optimized checkout

• Booking calendar included

• Easy link-in-bio setup

• Clean, creator-focused design

• No transaction fees (just Stripe's standard rate)

Cons:

• Requires $29/month even with no sales

• Limited customization

• Not ideal if you want a full website

• No built-in traffic (you drive all traffic)

Recommendation: Choose Stan Store if you're a social media creator (Instagram/TikTok) who wants a professional link-in-bio storefront with booking capabilities.

Etsy

Best For: Reaching buyers actively searching for handmade, vintage, or digital products

What You Can Sell:

• Digital downloads (printables, templates, planners)

• Handmade physical products

• Vintage items (20+ years old)

• Craft supplies

Pricing:

• $0.20 listing fee per item (lasts 4 months)

• 6.5% transaction fee on sale price

• 3% + 25¢ payment processing fee

• Optional: Etsy Plus ($10/month) or Etsy Premium ($20/month) for extra features

Pros:

• Built-in marketplace with millions of active buyers

• People are already searching for products

• No monthly fee (just per-listing fees)

• Great for passive income (list once, sell repeatedly)

• Established trust and buyer protection

Cons:

• High competition in popular niches

• Etsy controls your storefront design

• Fees add up (9.5%+ total per sale)

• You don't own your customer list

• Etsy can suspend accounts without warning

Recommendation: Choose Etsy if you want built-in traffic and discoverability, especially for printables, planners, or handmade goods. Not ideal if you want to build your own brand long-term.

How to Choose the Right Platform for Your First Offer

Still not sure? Answer these questions:

Question 1: Do you already have an audience?

• Yes (email list or social following): Gumroad or Stan Store

• No: Etsy (built-in traffic)

Question 2: What are you selling?

• Digital products only: Gumroad or Stan Store

• Physical + digital: Shopify or Etsy

• Services/coaching: Stan Store or Shopify (with booking apps)

Question 3: What's your budget?

• $0/month: Gumroad (free plan) or Etsy

• $10-30/month: Gumroad Pro, Stan Store, or Etsy Plus

• $39+/month: Shopify

Question 4: How tech-savvy are you?

• I want simple and fast: Gumroad or Stan Store

• I can handle some setup: Etsy or Shopify

• I want full control and customization: Shopify

Question 5: What's your long-term vision?

• Test an idea quickly: Gumroad or Etsy

• Build a recognizable brand: Shopify or Stan Store

• Passive income with discoverability: Etsy

My Recommendations by Situation

If you're launching your first digital product and want the simplest setup: → Gumroad (free plan, 10-minute setup)

If you're a social media creator with an engaged audience: → Stan Store (mobile-first, booking features)

If you have zero audience and want built-in traffic: → Etsy (millions of active buyers searching daily)

If you're building a long-term brand and willing to invest: → Shopify (most customization and scalability)

If you're not sure yet: → Start with Gumroad (free plan, no risk). Test your product. If it sells, upgrade or migrate to Shopify later.

Common Mistakes When Choosing a Platform

Avoid these pitfalls:

Choosing based on what looks cool, not what you need - A fancy Shopify store won't help if you have no traffic to drive there

Overthinking and not launching - Pick one, launch, and adjust later. You can always switch platforms.

Ignoring fees - Etsy's 9.5% + Gumroad's 10% adds up fast. Calculate your actual profit margins.

Not reading platform policies - Etsy and other marketplaces can suspend accounts. Always backup your customer list.

Picking a platform your audience doesn't use - If your buyers are on Instagram, Etsy might not be the best fit

The best platform is the one you'll actually use to launch.

Frequently Asked Questions About Choosing a Platform

Can I use multiple platforms at once?

Yes! Many creators sell on Etsy for passive discoverability AND use Gumroad/Stan for their own audience. Just make sure you can manage inventory/delivery across both.

Which platform has the lowest fees?

Stan Store ($29/month flat) has no transaction fees beyond Stripe. Shopify's 2.9% + 30¢ is competitive if you're on a paid plan. Etsy and Gumroad free plan have the highest total fees (~9-10%).

Do I need my own website if I use these platforms?

No—Gumroad, Stan Store, and Etsy provide everything you need. Shopify IS a website. You can always add a simple landing page later with Carrd or Canva.

Can I switch platforms later?

Yes, but it may cause challenges down the line. You'll need to migrate products, update links, and notify customers. Choose thoughtfully, but don't let fear of "wrong choice" stop you from launching.

Which platform is best for complete beginners?

Gumroad (free plan) or Etsy. Both require minimal tech skills and let you launch in under an hour.

Does Shopify work for digital products?

Yes, with the Digital Downloads app (free). Shopify is great for digital products if you want a professional branded store.

Your Next Steps After Choosing Your Platform

Launch Checklist: Next Steps

1. Pick your platform (don’t overthink it)

2. Upload your digital product, session, or service

3. Create a short bio + link in bio (use Prompt Pack AI support)

4. Add one CTA (freebie or low-ticket offer)

5. Share it with your audience or post to get feedback

Let AI Help

Need help writing your product descriptions or store bio?
Use ChatGPT or Claude prompts from the Main Character Prompt Pack to write:

• A short store bio

• A product headline

• Your first sales caption

All done in under 15 minutes.

Ready to Launch Your First Offer?

You don't need fancy tools or perfect timing—you need to pick a platform and start selling.

The Boss Up Blueprint includes a complete 4-Week Launch Sprint that walks you through:

• Setting up your chosen platform (Week 2)

• Creating your first offer

• Launching with confidence

• Getting feedback from the community

Download the Free Boss Up Blueprint here

Pick your platform, launch your offer, and build momentum. You've got this.

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All rights reserved.
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