Every guide on one set of shelves, by aisle. Each label tells you what it covers and how long it takes to read.
Aisle 1Choose Your ChannelEtsy, Amazon or your own Shopify store: what each allows, who brings the buyers and when to add a second channel.
No. 01Etsy vs Amazon vs ShopifyEtsy vs Amazon vs ShopifyA plain comparison of Etsy, Amazon and a Shopify store for small sellers: what each one allows you to sell, how each charges, who brings the buyers and which kind of product fits where, based on the platforms’ own policies and filings.4 min readNo. 02What sells on EtsyWhat Sells Best on EtsyWhat sells on Etsy according to the company’s own 2025 annual report, which products Etsy’s creativity rules allow, and how custom orders, gifting and repeat buyers shape what a small seller should list.4 min readNo. 03What sells on AmazonWhat Sells Best on Amazon for a Small SellerAmazon does not publish a ranking of its best-selling categories for sellers, but its fee schedule, approval rules and listing requirements show which products a small seller can list, ship and still profit on.4 min readNo. 04Your own Shopify storeWhen to Start Your Own Shopify Store (and When a Marketplace Is Still Better)The signs that a small seller is ready for their own Shopify store, what it costs according to Shopify’s pricing page, what you take on that marketplaces handled for you, and the federal rules that apply once you run the store yourself.4 min readNo. 05Multichannel sellingSelling on More Than One ChannelHow small sellers can add a second marketplace or their own store without overselling, breaking platform rules or losing track of fees, with the policies of Etsy, Amazon and Shopify that matter most when you sell in several places.4 min read
Aisle 2Costs & PricingWhat the platforms take from a sale, how to price handmade work and what shipping really costs.
No. 06Fees comparedMarketplace Fees ComparedA worked comparison of seller fees on Etsy, Amazon and a Shopify store for the same $40 item with $6 shipping, using each platform’s published fee schedule, plus the advertising fees that can change the picture.4 min readNo. 07Pricing handmadePricing Handmade ProductsA step-by-step method for pricing handmade products: materials, labor, overhead, marketplace fees and shipping, with how the IRS treats cost of goods sold and what federal pricing guides say about sales and “was” prices.4 min readNo. 08Shipping and packagingShipping and Packaging for Small SellersHow small online sellers can ship efficiently with USPS Ground Advantage and Priority Mail, avoid dimensional-weight surprises, pack restricted items correctly and meet the FTC’s rules on shipping promises.4 min read
Aisle 3Listings & CustomersPhotos, titles and descriptions that follow the rules, the first sales, and handling returns and reviews.
No. 09Product photosProduct Photos That SellHow to photograph products for online marketplaces: Etsy’s and Amazon’s image requirements, a simple home setup, the shot list that answers buyers’ questions, and the honesty rules that apply to edited and AI-generated images.4 min readNo. 10Writing listingsWriting Product Listings That ConvertHow to write product titles and descriptions that help buyers find and choose your product, using Amazon’s current title rules, Etsy’s disclosure requirements and the FTC’s standards for origin, pricing and review claims.4 min readNo. 11First salesGetting Your First Sales OnlineA practical first-month plan for a new online shop: choosing a starting channel, building enough listings, using marketplace ads carefully, promoting through people you know without breaking FTC rules, and earning first reviews honestly.4 min readNo. 12Returns and reviewsHandling Returns and ReviewsHow small sellers can handle returns on Etsy, Amazon and their own store, respond to negative reviews without breaking the FTC’s review rule, and use complaints to fix listings, based on platform help pages and FTC guidance.4 min read