Introduction
When it comes to eCommerce, one of the biggest debates is: Should you sell on Amazon or Shopify? Both platforms have their advantages, but one undeniable fact remains—Amazon converts customers at a rate up to 4X higher than Shopify.
If you’re running a Shopify store and struggling to generate sales, or if you’re considering launching an eCommerce business, you might be wondering:
👉 Why does Amazon convert so much better?
👉 Should I focus on Amazon instead of Shopify?
👉 How can I leverage Amazon’s high conversion rates while maintaining brand control?
In this post, we’ll break down why Amazon dominates in conversion rates, the challenges of selling on Shopify, and how sellers can leverage both platforms for maximum success. 🚀
Amazon vs. Shopify: Understanding the Conversion Gap
What is a Conversion Rate?
A conversion rate is the percentage of visitors who make a purchase after landing on your product page or website.
💡 Average eCommerce Conversion Rates:
✔️ Amazon: 10-15% (and up to 74% for Prime members!)
✔️ Shopify: 1-3%
That’s a huge difference. If you’re driving the same amount of traffic to both platforms, you’ll likely see 4X the conversions on Amazon compared to Shopify. But why does this happen?
Why Amazon Converts 4X Better Than Shopify
1. Amazon’s Built-In Buyer Trust
Amazon is the largest eCommerce marketplace in the world, and with that comes customer trust.
When shoppers visit Amazon, they already trust the platform, knowing that:
✅ Their purchase is protected by Amazon’s A-to-Z Guarantee
✅ Reviews are verified and trustworthy
✅ Delivery is fast and reliable
On Shopify, however, customers are often visiting a brand’s website for the first time. They don’t know if the site is legit, if the product quality is good, or if they’ll have an issue with shipping or returns.
📉 Trust Barrier on Shopify:
Shoppers on Shopify stores may hesitate to buy because they don’t recognize the brand or feel uneasy about the website’s legitimacy.
📈 Amazon Removes This Barrier:
When someone shops on Amazon, they feel confident that Amazon will protect their order, making them more likely to purchase.
2. One-Click Checkout & Amazon Prime Convenience
One of Amazon’s biggest advantages is its seamless checkout process.
🛒 Amazon’s Checkout Benefits:
✔️ Saved credit card and shipping details for easy purchasing
✔️ One-Click Buy option for Prime members
✔️ Fast, free shipping with Amazon Prime
Meanwhile, Shopify sellers face major friction points during checkout:
❌ Customers must manually enter billing and shipping info
❌ Many stores lack multiple payment options
❌ Cart abandonment is high because shoppers second-guess their decision
📉 Shopify’s Checkout Drop-Off:
Cart abandonment rates for Shopify can be as high as 69% simply because customers don’t want to fill out long forms or don’t trust the checkout process.
📈 Amazon’s Checkout Simplicity Increases Conversions:
Since Amazon already has customers’ payment and shipping info saved, checking out is frictionless, leading to more completed purchases.
3. Millions of Ready-to-Buy Shoppers
Unlike Shopify, where sellers have to drive their own traffic, Amazon has millions of customers searching for products every day.
✔️ Amazon sees over 2.5 billion monthly visits
✔️ 66% of product searches start directly on Amazon (not Google!)
✔️ Amazon customers go there with intent to buy, not just to browse
Shopify, on the other hand, doesn’t bring traffic to your store. Sellers have to invest heavily in:
❌ Facebook & Google Ads
❌ SEO & content marketing
❌ Influencer partnerships
📉 High Customer Acquisition Costs on Shopify:
Many Shopify sellers struggle to generate consistent traffic and sales because acquiring customers through paid ads is expensive and unpredictable.
📈 Amazon Brings the Traffic to You:
Since customers are already searching for products on Amazon, sellers don’t need to spend as much on marketing to get qualified buyers to their listings.
4. Customer Reviews & Social Proof
Amazon’s customer review system is one of the most trusted on the internet. 85% of consumers trust Amazon reviews as much as a personal recommendation.
✔️ Reviews & Ratings Boost Conversions:
Products with hundreds or thousands of reviews naturally convert better than new Shopify listings with little to no social proof.
📉 Trust Issues on Shopify:
When a customer visits a Shopify store, they often wonder:
❌ Is this product legit?
❌ Are these reviews real or fake?
❌ Will I actually receive what I ordered?
📈 Amazon Reviews Increase Buyer Confidence:
When a product has thousands of reviews, shoppers feel reassured, making them more likely to complete their purchase.
Should You Sell on Amazon or Shopify?
While Amazon offers higher conversion rates, Shopify gives sellers more control over branding, pricing, and customer relationships.
Pros & Cons of Selling on Amazon vs. Shopify
| Feature | Amazon | Shopify |
|---|---|---|
| Conversion Rate | 10-15% | 1-3% |
| Traffic | Built-in customer base | Must drive your own traffic |
| Checkout Process | One-click, fast & easy | Requires manual entry |
| Trust Factor | High (Amazon-backed purchases) | Low (customers may hesitate) |
| Branding Control | Limited | Full control |
| Competition | High (many sellers in each niche) | Low (your own storefront) |
💡 The Best Strategy? Use Both!
- Leverage Amazon for its high conversions & massive audience
- Use Shopify to build your brand & retain customer data
How to Leverage Amazon’s High Conversion Rate While Running a Shopify Store
If you run a Shopify store but struggle with low conversion rates, here’s how to combine both platforms for the best results:
✅ List Best-Selling Products on Amazon → Take advantage of Amazon’s high traffic & trust.
✅ Use Amazon’s Brand Registry & Storefront → Drive traffic to your own Amazon page for a branded experience.
✅ Capture Customer Emails from Shopify → Use Shopify to build an email list and remarket.
✅ Run Retargeting Ads → Send traffic from Amazon to your Shopify store for future purchases.
✅ Offer Exclusive Deals on Shopify → Give discounts on Shopify to encourage direct purchases.
📢 Key Takeaway: If you’re struggling with low conversion rates on Shopify, you can leverage Amazon’s high-converting ecosystem to drive more sales and build trust with new customers.
Final Thoughts: Why Amazon Converts 4X Better Than Shopify
Amazon is a conversion machine, and its built-in trust, traffic, and easy checkout process make it the go-to platform for turning shoppers into buyers.
Key Takeaways:
✅ Amazon converts at 10-15%, while Shopify only converts at 1-3%
✅ Amazon removes trust barriers that Shopify stores struggle with
✅ Prime members & one-click checkout make Amazon frictionless
✅ Millions of shoppers are already searching for products on Amazon daily
✅ Amazon reviews & social proof drive higher conversions
💡 If you’re an eCommerce seller, leveraging Amazon alongside Shopify is one of the best strategies to scale your business.
📢 Are you selling on Amazon, Shopify, or both? Share your experiences in the comments! 🚀
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