Wix vs Etsy: should you sell on your own Wix store or on Etsy?

The short answer, by where you are

Our read of both platforms' own pages, for a seller of handmade or vintage goods. It is a starting point, not a rule: plenty of shops run both.

Who brings the buyer

On Etsy a shopper types into Etsy's search box, and Etsy matches the query against your title and up to 13 tags, each up to 20 characters, which its help calls an opportunity to be matched with a shopper's search. The listing competes inside Etsy, and Etsy charges for the sale whether the buyer found you there or through your own link.

On Wix there is no marketplace search. The product page lives on your site, and a buyer reaches it from Google, from your social posts, your emails or your own store search. Wix builds the page's title tag from the product name and your site name, and the meta description from the product description, so the product name and the opening of the description are what you write for search.

Wix product SEO: the name, the title tag and the description → · How Etsy search reads a listing →

Sources: Etsy Help: How to Use Tags to Get Found in Search (13 tags, 20 characters each), checked 1 November 2026 · Wix Help: Wix Stores, Optimizing Your SEO for Product Pages (title tag = name + site name, up to 60 advised; meta description = product description, up to 156; revised 26 March 2026), checked 1 November 2026

The fees on one order

A $40 mug with $6 shipping, a $46 order paid by card in the United States. Etsy charges its 6.5% transaction fee on the price plus delivery, and its 3% + $0.25 processing on the order. Wix lists no commission, so the only per-order fee is Wix Payments' 2.9% + $0.30.

• Per order, Wix keeps you $3.19 more on this sale.
• Divide your Wix plan's monthly price by $3.19 and you have how many orders like this one a month the plan needs to pay for itself, on fees alone. That is our arithmetic, not either platform's.
• It ignores the sales Etsy's search brings that your own site wouldn't. That is the real cost of leaving Etsy, and no fee table shows it.

Wix fees per sale, every rate → · Free Etsy fee calculator →

Sources: Etsy Fees & Payments Policy ($0.20 listing fee, 6.5% transaction fee on price plus delivery and gift wrap, Offsite Ads 15% or 12%, Etsy Plus $10 a month, set-up fee; last updated 5 October 2026), checked 1 November 2026 · Etsy Payments Policy (United States: 3% + $0.25; last updated 31 July 2026), checked 1 November 2026 · Wix Help: Wix Payments, Service Fees (US rates, cross-border, currency conversion, refunds, chargebacks; revised 24 April 2026), checked 1 November 2026 · Wix Help: Connecting Pagsmile as a Payment Provider (FAQ: a Premium plan that supports payments is needed to accept payments; provider transaction fees vary), checked 1 November 2026

Two listing forms for the same product

The fields differ more than the fees. Etsy gives a title of up to 140 characters and suggests fewer than 15 words, 13 tags for search, and up to 20 photos and 2 videos. Wix gives a product name of up to 80 characters that also becomes the title tag and the URL slug, with 60 recommended, and a description whose first 156 characters are the meta description by default. A Wix product has tags too, but Wix describes them as a way to organize and filter your products.

So the same mug needs two different pieces of writing. On Etsy the title can stay short and readable while the 13 tags carry the variations shoppers type. On Wix there is no field behind the name to carry them: the main phrase goes in the name, and the rest in the opening of the description.

Free Wix title checker: the 80 and the 60 → · Free Etsy tag generator →

Sources: Etsy Help: How to Create a Listing (title up to 140 characters, under 15 words suggested, 20 photos and 2 videos), checked 1 November 2026 · Etsy Help: How to Use Tags to Get Found in Search (13 tags, 20 characters each), checked 1 November 2026 · Wix Help: Wix Stores, Adding a Physical Product (name up to 80 characters, Generate AI Text, info sections; revised 17 June 2026), checked 1 November 2026 · Wix Help: Wix Stores, Optimizing Your SEO for Product Pages (title tag = name + site name, up to 60 advised; meta description = product description, up to 156; revised 26 March 2026), checked 1 November 2026 · Wix Help: Adding Tags to Products (to organize and filter products; revised 4 June 2026), checked 1 November 2026

Selling on both without doing the work twice

Many shops keep Etsy for discovery and a Wix store for repeat buyers and their own audience. The cost is two listings per product and one stock count shared between them. Take an item down on one the moment it sells on the other if you have only one.

Rewriting a listing for another marketplace →

What Sellura does here, and what it doesn't

Sellura writes both. Choose Etsy and it returns a title, 13 tags of up to 20 characters and a description. Choose Wix and it returns a product name aimed at Wix's 60 characters, a description whose first 156 read as the snippet, and 8 search phrases to work into the text, a number of ours since Wix has no such field. Each comes back with a deterministic 0–100 score: the same listing always gets the same number, and each weak factor comes with one fix.

The score and the title preview are free on every generation, no card, and so are the Etsy fee calculator, the Wix title checker and the Listing checker. A credit unlocks one finished listing: Starter is $15 a month for 25 credits or $150 a year, and Pro is $24 a month for 65 credits plus bulk, or $240 a year. Sellura doesn't post to Etsy or Wix, connect to either, or track where a listing ranks, has no research database or ads analysis, and is not affiliated with Wix or Etsy.

Write the Wix product, score and name free → · Write the Etsy listing, score and title free → · Plans and credits →