Amazon vs eBay vs TikTok Shop vs Shopify: Where Should You Sell First?

New sellers usually ask the same question: which platform should I start on? Amazon, eBay, TikTok Shop and Shopify all work, but they suit different products, budgets and ways of working. Here is a straightforward comparison to help you choose, and a word on when it makes sense to sell on more than one.

Amazon: the biggest audience, the strictest rules

Best for: branded or everyday products that people search for by name.

Buyers arrive ready to purchase, and the traffic is enormous. In return, Amazon expects tight performance: fast shipping, valid tracking and very few defects or cancellations. Fees are a mix of a monthly plan and a referral fee on each sale. If you ship orders yourself, the daily routine matters as much as the product. Read our guide to Amazon account health.

eBay: flexible and forgiving for many product types

Best for: used, refurbished, collectible and hard-to-find items, plus new goods at competitive prices.

eBay is easier to start on, supports both auctions and fixed-price listings, and has loyal buyers in the US, UK and Australia. Your seller level affects fees and visibility, so on-time shipping and tracking still count. See how Top Rated status works.

TikTok Shop: discovery-driven and fast-moving

Best for: visual, demonstrable, impulse-friendly products, and sellers comfortable with video.

Sales come from content rather than search, through your own videos, live streams and affiliate creators. Growth can be explosive, but orders arrive in waves that stretch fulfilment. Our viral spike playbook covers how to cope.

Shopify: your own store and your own customers

Best for: brands that want control over design, pricing and customer relationships.

There is no marketplace traffic, so you bring visitors yourself through social media, ads, email or search. You keep the customer data and avoid marketplace referral fees, but you are fully responsible for shipping and customer experience.

Quick comparison

	Built-in traffic	Main way buyers find you	Rules on shipping performance
Amazon	Very high	Search	Strict
eBay	High	Search and Best Match	Moderate
TikTok Shop	High, content-led	Videos, lives, affiliates	Strict on dispatch
Shopify	None by default	Your own marketing	Set by your customers

Should you sell on more than one?

Usually, yes, once the first channel runs smoothly. Each platform reaches different buyers, and spreading sales reduces the risk of one account problem stopping your income. The catch is operations: more channels means more orders, more tracking and more places to check stock and sales.

One team for every channel

That is why we built PREP. We run Amazon, eBay, TikTok Shop and Shopify stores for sellers in the USA, UK and Australia, with every order tracked and reported in one portal, for $30 every 30 days.