While Etsy used to be a great platform for a new handcrafter to start selling, this is sadly no longer the case. Etsy's fees have grown massively over the years, and rule changes have taken the focus away from small handcrafters. Today, it's almost impossible to build a brand on Etsy and you'll lose a significant portion of your sales to their fees. Building your own website with Shift4Shop will prove to be more cost-effective and better for establishing your business, plus you won't be subject to the rules Etsy places on its sellers.