Guide · Updated June 2026

TikTok Shop vs Amazon vs Etsy: Where Sellers Keep the Most in 2026

Quick answerOn headline fees, TikTok Shop (6%) beats Etsy (6.5% plus processing) and Amazon (8-15%). But true cost flips the ranking. TikTok requires creator commissions (often 15%+) that push effective costs to 20-26%. Amazon demands 15-30% PPC ad spend. Etsy charges Offsite Ads fees of 12-15%. The platform where you keep the most depends on your product category and how you drive traffic.

Last verified June 2026 · Figures are estimates, verify against official platform documentation

Sellers love comparing marketplace fees by the headline number, but that number is misleading on all three platforms. Here is the honest cross-platform comparison for 2026, including the costs each platform buries.

Headline fees vs true cost

Platform	Headline fee	Hidden cost	True take
TikTok Shop	6% + $0.05	Creator commissions 10-30%	20-26%
Amazon	8-15% referral	PPC ads 15-30%	25-40%
Etsy	6.5% + processing	Offsite Ads 12-15%	10-22%

The headline ranking (TikTok cheapest, Amazon most expensive) holds only if you ignore the hidden costs each platform structurally requires.

TikTok Shop: low base, high commission

The 6% referral fee is the lowest headline rate. But TikTok Shop is built on creator-driven sales, and creator commissions of 15%+ are effectively required to get visibility. Adjusted for returns, a 15% commission costs 18.75%. Add the 6% referral and you are at roughly 25% true cost. TikTok wins for products that go viral through creators and for sellers who can keep commissions modest.

Amazon: high fees, high intent

Amazon's 8-15% referral plus fulfillment plus the near-mandatory 15-30% PPC spend makes it the most expensive on true cost, often 25-40% of revenue. But Amazon buyers have the highest purchase intent of any platform. You pay the most, but you reach customers ready to buy. Best for established products with proven demand.

Etsy: moderate fees, built-in discovery

Etsy's 6.5% plus processing is moderate, and if you avoid Offsite Ads (which charge 12-15% on attributed sales), your true cost can stay as low as 10-12%. Etsy provides built-in marketplace traffic for handmade and unique goods. Best for craft, vintage, and personalized products where the audience is already searching on Etsy.

Where do you keep the most?

Etsy if you sell handmade or unique items and can rank in Etsy search without heavy Offsite Ads reliance, your true cost is the lowest of the three. TikTok Shop if your product is visual and creator-friendly and you can keep commissions reasonable. Amazon if you have a proven product and the capital for PPC, you pay most but reach the highest-intent buyers. Run your specific product through each platform's fee math before deciding, the right answer changes by category and price point.

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Frequently asked questions

On headline fees, TikTok Shop (6%) is lowest, then Etsy (6.5% plus processing), then Amazon (8-15%). But true cost flips this: TikTok creator commissions push it to 20-26%, Amazon PPC pushes it to 25-40%, and Etsy without heavy Offsite Ads can stay as low as 10-12%.

It depends on category. Etsy often allows the lowest true cost (10-12%) for handmade goods if you avoid Offsite Ads. TikTok Shop suits visual creator-driven products. Amazon costs the most but offers the highest-intent buyers. Match the platform to your product and traffic strategy.

Only on the headline 6% referral fee. Once you add the creator commissions that TikTok Shop sales depend on (often 15%+, more after returns), the true cost reaches 20-26%, comparable to or higher than Etsy and approaching Amazon.

Amazon combines an 8-15% referral fee, fulfillment fees, and a near-mandatory 15-30% PPC ad spend because products without ads get buried. Combined true cost is 25-40% of revenue, the highest of the three, though Amazon offers the highest buyer purchase intent.

Many successful sellers do, matching products to platforms: handmade on Etsy, viral-friendly products on TikTok Shop, proven high-demand products on Amazon. Diversifying also reduces the risk of any single platform suspending your account or changing fees.