Choosing where to sell online is fundamentally a math problem. Every platform takes a different cut of your revenue through different combinations of referral fees, payment processing, monthly subscriptions, and listing costs. What looks cheaper at the headline level often is not when you model the full fee stack.
This comparison uses real 2026 fee schedules for TikTok Shop, Amazon, Etsy, eBay, and Shopify — with worked net-profit examples at $15, $30, and $60 price points — so you can see exactly which platform keeps the most money in your pocket for your specific product and price.
Platform Fee Comparison — 2026 Overview
| Platform | Core Fee | Monthly | Listing | Processing | No-Affiliate True Take |
|---|---|---|---|---|---|
| 🎵 TikTok Shop | 6% referral | $0 | $0 | 2.5% + $0.30 | ~8.5% |
| 📦 Amazon (Individual) | 8–15% referral | $0 | $0.99/item | Included in referral | 9–16% + $0.99/item |
| 📦 Amazon (Professional) | 8–15% referral | $39.99 | $0 | Included in referral | 8–15% + monthly |
| 🛍 Etsy | 6.5% transaction | $0 | $0.20/item | 3% + $0.25 | ~9.75% + $0.45/item |
| 🛒 eBay | 13.25% final value | $0 | Free (250/mo) | Included | ~13.25% |
| 🏪 Shopify (Basic) | 2% (if not using Shopify Payments) | $29 | $0 | 2.9% + $0.30 | 4.9% + $0.30 + $29/mo |
Net Profit Comparison — $30 Product
Using a $30 selling price, $8 cost of goods, and $3.50 shipping cost — no affiliate commissions — here is what you actually keep on each platform:
| Platform | Total Fees | Net Profit | Profit Margin |
|---|---|---|---|
| 🎵 TikTok Shop (direct sale) | $2.85 | $15.65 | 52.2% |
| 🛒 Shopify Basic (high volume) | $1.47 + $29/mo amortized | Depends on volume | Best at scale |
| 🛍 Etsy | $3.60 | $14.90 | 49.7% |
| 📦 Amazon Individual | $3.90 + $0.99 | $13.61 | 45.4% |
| 🛒 eBay | $3.98 | $14.52 | 48.4% |
TikTok Shop wins on direct sales — but only when you are not using affiliate creators. Add a 15% affiliate commission and TikTok Shop's total cost on a $30 order jumps to $7.35, making it the most expensive option of the five for creator-driven sales.
When TikTok Shop Is the Best Choice
TikTok Shop outperforms competing platforms in specific scenarios:
- New sellers with no brand recognition — TikTok's discovery algorithm surfaces products to new audiences without paid advertising or established reviews. A product that would struggle to rank on Amazon in its first 6 months can go viral on TikTok Shop in its first week.
- Visually demonstrable products — Products that benefit from video demonstration (beauty, kitchen gadgets, fitness, fashion) consistently outperform static listing formats on other platforms.
- High-margin products using affiliate creators — If your product can support a 15–20% affiliate commission and still maintain a 30%+ margin, TikTok's creator network is an unmatched customer acquisition channel.
- Products priced above $25 — The $0.30 flat payment processing fee is more dilutive on low-AOV products. Above $25, the effective platform rate becomes more competitive.
When Amazon Is the Better Choice
Amazon's marketplace has advantages TikTok Shop cannot yet match:
- High-intent purchase searches — Amazon buyers are further along in the purchase decision. Search traffic on Amazon converts at 10–15%, versus TikTok's discovery-driven 1–3%.
- Trust and Prime eligibility — Amazon Prime badges and FBA fulfillment provide credibility that TikTok Shop is still building. For commodity products where buyer trust is the primary purchase barrier, Amazon wins.
- Established review systems — Amazon's verified review system, while imperfect, drives significant purchase decisions for products where social proof matters more than video content.
When Etsy Is the Better Choice
Etsy's marketplace is purpose-built for handmade, vintage, and unique products — and its buyer base specifically searches for those items. For sellers of genuinely handcrafted or differentiated products:
- Etsy buyers have high purchase intent for artisan goods and will pay premium prices
- Etsy's fee structure (~9.75% total) is competitive with TikTok Shop for direct sales
- No video content creation requirement — strong product photos suffice
- Established international marketplace with cross-border selling tools
Multi-Platform Strategy — The Data-Backed Approach
The highest-revenue e-commerce sellers in 2026 do not choose one platform — they use each platform for what it does best:
- TikTok Shop — discovery, new product launches, creator-driven demand generation
- Amazon — high-intent buyers, recurring customers, Prime-driven conversions
- Shopify — brand building, email list ownership, higher-margin direct sales
- Etsy — artisan and unique product search traffic, international buyers
The risk of TikTok-only selling is platform concentration. TikTok has faced regulatory uncertainty in the US market repeatedly since 2020. Building revenue across multiple platforms protects against any single-platform policy change, fee increase, or account suspension.
Net Profit Comparison — Three Price Points
The table below models net profit across platforms at $15, $30, and $60 selling prices using: $5/$8/$18 COGS, $2.50/$3.50/$4.50 shipping, no affiliate commissions, standard 2026 fees. Amazon Individual plan, Etsy standard, TikTok Shop standard rate.
| Platform | $15 Net Profit | $30 Net Profit | $60 Net Profit |
|---|---|---|---|
| TikTok Shop | $5.17 (34.5%) | $15.65 (52.2%) | $32.80 (54.7%) |
| Etsy | $4.90 (32.7%) | $14.90 (49.7%) | $31.60 (52.7%) |
| Amazon Individual | $4.27 (28.5%) | $13.61 (45.4%) | $30.50 (50.8%) |
| eBay | $4.51 (30.1%) | $14.52 (48.4%) | $30.95 (51.6%) |
Model Your Specific Product
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