Custom shirts, endless possibilities
The best place to sell shirts online determines how quickly you make sales and how much money you earn per order. Marketplaces like Etsy and eBay attract existing traffic but charge listing and transaction fees. Meanwhile, platforms like Shopify give you full control over your store and pricing, but require you to build your own customer base.
Keep reading as we compare top online marketplaces and eCommerce platforms for selling shirts. We’ll also explain how Printify helps you run both models without holding inventory.
This post may contain affiliate links, which means we may earn a commission if you make a purchase through those links. This comes at no additional cost to you.
Top marketplaces with built-in traffic
Online marketplaces give you access to buyers already searching for custom t-shirts, so you can start selling without building your own website. Here are the best sites to sell custom shirts in this category, along with the pros and cons of each.
Etsy
Etsy focuses on handmade, vintage, and custom products with unique artwork, making it a strong option for selling merchandise online. The platform has over 96 million active buyers, giving you high visibility from day one.
Pros:
- Helpful seller resources. Etsy offers a built-in support system with guides, blog content, forums, and community groups where sellers share advice and answer common questions.
- Built-in marketing tools. Etsy Ads lets you promote listings across search results and category pages, while discounts and social media integrations help drive more traffic.
- Easy setup. The onboarding process walks you through opening a store, while built-in tools handle listings, orders, and customer messages.
Cons:
- Rising fees. Etsy charges $0.20 per listing, 6.5% per sale, plus additional fees that reduce overall profit margins.
- Strong competition. With over 8.1 million sellers, many listings compete for the same search results and buyer attention.
- Mass-produced products. Some sellers offer factory-made items at lower prices, which can impact your sales.
TikTok Shop
TikTok Shop connects content and commerce, letting users discover and buy products without leaving the app. It has a strong presence in the US eCommerce market and could surpass $30 billion in sales by 2028.
Pros:
- Massive audience. TikTok has around 1.99 billion active users, with strong reach among Gen Z buyers.
- Streamlined shopping experience. Buyers can complete purchases in just a few clicks directly from videos or live streams, increasing impulse buys.
- Level playing field. Individual sellers can use live shopping and content tools to compete with larger brands for visibility.
Cons:
- Extra costs. TikTok Shop charges a 6% referral fee, and sellers also pay withdrawal fees when transferring earnings.
- High-effort content. The platform favors original videos with a live speech or a human presence, so sellers must post consistently to stay visible.
- Limited availability. TikTok Shop currently operates in about 15 countries, which limits where you can sell.
eBay
eBay offers access to a global marketplace known for auctions, collectibles, and secondhand goods. With around 132 million active buyers, it’s one of the top marketplaces for custom apparel.
Pros:
- Auction-based selling. eBay supports bidding, which can drive prices higher for collectibles and limited t-shirt designs.
- Custom storefront options. Sellers can add store videos, set policies, offer coupons, and feature products to build a more recognizable apparel brand.
- Global seller community support. eBay connects sellers worldwide and provides region-specific insights, helping new sellers understand local demand and reach buyers in different markets.
Cons:
- High selling fees. eBay charges listing fees and an8% final value fee on apparel, requiring a smart pricing strategy to stay profitable.
- Intense competition. You’ll compete with 17 million sellers for visibility.
- Buyer-focused policies. The marketplace often prioritizes buyer protection, which can lead to refunds or returns in disputed cases.
Amazon
Amazon is one of the world’s largest online marketplaces, giving sellers access to a massive customer base actively searching for apparel and custom products. With integrated fulfillment options and strong buyer trust, it’s a powerful channel for scaling print-on-demand sales.
Pros:
- Strong marketplace reach.Amazon leads the US apparel market, ahead of major retailers like Walmart, making it one of the best places to sell t-shirts online.
- Fast shipping. Global fulfillment centers help deliver orders quickly.
- Amazon ecosystem. Listings benefit from Amazon Prime eligibility and high buyer trust, which can drive more sales.
Cons:
- High competition. Millions of sellers compete for visibility, making it harder to stand out without strong optimization or advertising.
- Strict marketplace rules. Amazon enforces detailed listing and performance requirements that sellers must follow closely.
- Fees reduce margins. Referral fees, fulfillment costs, and optional advertising can significantly impact profit per sale.
Top eCommerce platforms to build your own store and brand
If you want more control over your t-shirt business, eCommerce platforms let you run your own store. You set your prices, design your site, and manage the customer experience. Here are the best platforms for building and growing your t-shirt brand.
Shopify
Shopify is one of the most popular eCommerce platforms for building an online store. It powers brands like Gymshark, Red Bull, and Haus, giving you the tools to run a t-shirt business in one place.
Pros:
- All-in-one tools. Shopify includes everything you need to build, launch, and manage a store – from product listings to payments.
- Thousands of apps. The platform offers apps that add features like email marketing, page builders, and analytics.
- Extensive design options. Shopify provides a wide range of themes that fit different niches and store styles.
Cons:
- Operational costs.Shopify plans start at $19/month (billed annually), with a $1/month promotional offer for the first three months. It doesn’t have a free plan.
- Limited free themes. Only a few are free, while paid themes can cost hundreds of dollars.
- Transaction fees. Shopify charges an additional 0.5%-2% per sale if you don’t use Shopify Payments.
Wix
Wix is a beginner-friendly website builder known for its drag-and-drop editor and design flexibility. Brands like Nikon, Coca-Cola, and Walmart use Wix for marketing sites, but it also supports selling custom apparel and more through built-in eCommerce features.
Pros:
- Free plan available. Good for testing the platform and building basic pages, but it doesn’t support online sales.
- Large product capacity. You can list up to 50,000 print-on-demand t-shirts and accessories.
- Wide template selection. Wix provides over 2,000 free templates across different styles and niches.
Cons:
- Higher starting cost. You need at least the Core plan ($29/month) to accept online payments.
- Fixed templates. You can’t switch templates after your site goes live, limiting redesign options.
- Limited storage. The Core plan includes 50GB of storage, while unlimited storage is only available on the highest-tier plan ($159/month).
WooCommerce
WooCommerce is a free eCommerce plugin for WordPress, a platform that powers about 43.5% of all websites. It’s a solid option for sellers who want full control over their store and already use – or plan to use – WordPress.
Pros:
- No platform fees. WooCommerce is free to use and doesn’t charge transaction fees on sales.
- Flexible design options. You can choose from 100+ built-in themes or use third-party themes to match your brand.
- Full customization. The platform supports advanced customization of design and features, helping you build an online clothing store tailored to your exact needs.
Cons:
- Steep learning curve. Setup and management take more time, especially if you’re not familiar with WordPress.
- Self-managed setup. You handle hosting, updates, security, and site maintenance yourself.
- Extra costs. Hosting, domains, premium plugins, and paid themes can increase your overall costs.
Squarespace
Squarespace offers professionally designed templates and built-in tools for creating a polished online store with minimal setup. Fashion brands that focus on design and visual presentation may find it the right platform to sell t-shirts online.
Pros:
- No transaction fees. Mid- and higher-tier plans don’t charge extra fees per sale or limit contributors.
- Easy editor. The drag-and-drop builder makes it simple to create and update your store pages.
- Data portability. Squarespace supports data import and export, allowing sellers to switch platforms if needed.
Cons:
- No free plan. Paid plans range from $10-$23/month (billed annually), with eCommerce features included.
- Fewer integrations. Squarespace supports fewer third-party extensions compared to other eCommerce platforms on this list.
- Email limits. Business email is only included on mid- and higher-tier plans and is free for the first year only.
Specialized sites for merch and enterprise
As your t-shirt business grows, basic platforms may not cover everything you need. These options handle larger operations, more products, and custom setups.
PrestaShop
PrestaShop is an open-source eCommerce platform built for both B2C and B2B sales. It gives t-shirt entrepreneurs full control over their store setup, making it one of the best places to sell merch at any scale.
Pros:
- No platform fees. PrestaShop is free to use and doesn’t charge transaction fees.
- User-friendly product editor. It also includes SEO settings that help your listings rank in search results.
- Large module library. You can add features using over 2,400 modules, including marketing tools and payment options.
Cons:
- Paid support. You need to pay for help with updates, optimization, and security.
- Ongoing costs. Like WooCommerce, you need to pay for hosting and a domain to launch a PrestaShop store. Additional costs may include modules and premium themes.
- Steep learning curve. Like most self-hosted t-shirt selling platforms, PrestaShop takes time to learn.
BigCommerce
If you plan to run multiple stores or sell in different regions, BigCommerce gives you the tools to manage everything in one place. It’s a good fit for sellers who need multi-store setups, shared inventory management, and global payments.
Pros:
- Multi-storefront support. You can run multiple stores from one account and connect four or more inventory locations.
- Flexible payments. BigCommerce supports over 65 payment gateways, giving customers more ways to pay.
- 24/7 support. The platform offers round-the-clock phone and chat support to help resolve issues quickly.
Cons:
- Higher starting cost. Plans start at $29/month (billed annually), with no free plan available.
- Extra storefront costs. Each additional storefront adds at least $30/month, depending on your plan.
- Basic filtering on lower-tier plans. You can list unlimited products, but advanced product filtering is only available on the highest-tier plan.
Printify
Printify is a print-on-demand platform that simplifies the entire process of creating and selling custom t-shirts online. You upload your designs, apply them to products, and sell without holding inventory, while Printify handles printing and shipping.
You can connect Printify to your existing store through built-in integrations with platforms like Shopify, Etsy, and Amazon, or use the Printify API for custom setups. If you want to start faster, the Printify Pop-Up Store lets you launch and start selling custom t-shirts immediately without building a full website.
Pros:
- No coding required. You can start selling without technical skills unless you decide to use the API for more control.
- Large product Catalog. Printify offers over 1,300 custom products, including a wide range of t-shirt styles.
- Global shipping.Print Providers around the world fulfill orders closer to your customers, which can speed up delivery times.
- 100% free. There are no listing fees or subscription costs, and you only pay when you make a sale.
Cons:
- Varying product quality. Quality depends on the Print Provider, but Printify’s transparent performance scoring system helps you compare and choose reliable options.
- No phone support. Assistance is provided through 24/7 live chat.
- Separate shipping costs. Items from different product types or Print Providers ship separately, so each may have its own shipping fee. Similar items may qualify for bulk discounts.
Sell custom t-shirts online with Printify
Follow these steps to start selling t-shirts without inventory using Printify:
1. Sign up
Create a free Printify account to access custom products and design tools.
2. Choose your t-shirts
Browse the Catalog to find styles that match your brand. You can filter by color, material, fit, and printing method to create custom t-shirts for different audiences.
3. Apply your design
Upload your artwork or create new designs in the Product Creator. Generate mockups to display your products in your store.
4. Decide where to sell
Connect Printify to your preferred platform or marketplace. This step lets you sync products and manage listings in one place.
5. Start selling
Once your store is live, Printify handles printing, packaging, and shipping for you.
Frequently asked questions
Print on Demand is a model where products are printed only after a customer places an order. For t-shirt sellers, this removes the need to buy stock upfront or manage storage. You create custom t-shirt designs, list them online, and a provider prints and ships each order.
You can connect Printify to most eCommerce platforms in a few steps. Supported platforms like Shopify, Etsy, and Squarespace include built-in integrations with guided setup, so you can sync products and start selling custom t-shirts immediately.
If your chosen platform isn’t supported, you can use the Printify API to connect your store. This option gives you more control, but requires technical setup.
Yes, you can sell custom apparel with your own branding using Printify. Add your designs, logos, and brand elements to custom t-shirts and other products in the Product Creator. Printify also supports branding features like custom labels, packaging inserts, and gift messages, depending on the Print Provider.
The best website to sell custom t-shirts depends on how you want to run your business. Marketplaces like Etsy and eBay give you access to built-in traffic, while platforms like Shopify and WooCommerce offer more control over branding, pricing, and growth. Your choice comes down to whether you prioritize quick access to buyers or long-term brand growth.
Yes, selling t-shirts online can be profitable if you manage costs and pricing. Experts claimed that the custom t-shirt market could reach over $9.8 billion by 2030, showing steady demand for personalized apparel.
Profit depends on your margins, design quality, and marketing. With Print on Demand, you can lower upfront costs and reduce the risk of unsold inventory, which helps protect your margins.
Etsy works well for sellers targeting a craft-focused audience. With over 96 million active buyers, it offers high visibility from the start. Success depends on niche targeting, strong designs, and consistent marketing. When you factor Etsy fees into your pricing strategy, it can deliver solid margins, especially in the early stages.
Start by choosing a niche and creating designs that match your audience, then pick the right eCommerce platform or marketplace based on your business goals. Optimize your listings with clear descriptions and good photos, and promote your products through marketing channels like social media and email. Use print-on-demand platforms like Printify to streamline production and minimize start-up costs.
Final thoughts
When deciding where to sell shirts online, the answer depends on how you want to grow your brand. Marketplaces help you get started fast with a built-in audience, while eCommerce platforms give you the freedom to customize your store and showcase your brand.
No matter what you choose, consider Printify for t-shirt design and fulfillment. Sign up today and launch your store with a simple setup.
