Selling on Shopify and Amazon: Smart ecommerce strategy in 2025

Let’s be honest, the question 4-5 years ago was “Should I sell on Amazon or Shopify?”

But by 2025, that question has changed. Now, the smartest ecommerce brands aren’t picking between Amazon and Shopify, but they’re using both or started thinking about the process of selling on Shopify and Amazon. 

And the ones doing it well? They’re dominating their niches.

If you’re still treating Amazon and Shopify as competing platforms instead of a connected ecosystem, you’re probably leaving money (and future customers) on the table.

Let’s go through the pros of selling on Shopify and Amazon.

Reach vs. ownership

Amazon is unbeatable when it comes to exposure. Your listing can appear in front of millions of ready-to-buy shoppers within days. You don’t need to build brand awareness from scratch. Customers trust the platform, and the checkout process is made to fit the customer experience expectations.

But what you gain in reach, you lose in control. The customer belongs to Amazon. You don’t get to build a direct relationship with them or market to them again outside of Amazon’s rules. You don’t get to build the brand.

Shopify, on the other hand, gives you freedom. Your store is your space. You can customize the design, test conversion tools, run email campaigns, and offer loyalty programs that keep customers coming back. Every visit, every sale, every customer interaction is yours to build on. So:

• Amazon = exposure and traffic ✅
• Shopify = ownership and retention ✅

The data doesn’t lie

In 2025, the way consumers discover and buy products continues to change, so brands need to be prepared to adapt. In locations like the UK and the US, where Amazon is a leader in ecommerce, a big part of shoppers begin their search on Amazon. It’s become something like the common search engine for online shopping.

But while Amazon excels at product discovery, it falls short of building brand relationships. That’s why building a store on Shopify or another platform earns its place. When consumers find a brand they like, they’re much more likely to go directly to that brand’s website for a second or third purchase. On your shop you can deliver a full experience that you created and controlled, collect emails, offer loyalty perks, and speak directly to your audience.

And what’s even more encouraging? Apart from loyalty, Shopify stores convert more efficiently. High-performing Shopify brands now report average conversion rates over 3%, thanks to clean design, fast load times, and customer trust.

The numbers go even further: when brands decide to start selling on Shopify and Amazon, their revenue potential expands dramatically. Selling on both platforms creates a flywheel effect.

• 63% of product searches begin on Amazon (eMarketer)
• 83% of shoppers will buy again if there’s a loyalty program (Yotpo)
• Up to 190% more revenue from multichannel selling (Pattern)

What a dual ecommerce strategy looks like in practice

A dual-platform strategy doesn’t mean double the work if you do it the correct way. It means setting each platform up to do what it does best. Smart sellers sell their products on Amazon where the demand already exists. They use FBA to handle fulfillment, launch and scale Amazon ads, and grow fast.

Once they gain traction, they start to think about how to double the sales. The logical answer to this question is to start selling on Shopify and Amazon. 

Why Shopify? It’s one of the most developed ecommerce platforms for all brand’s needs. This is where they capture emails, offer bundle deals, and keep customers in their ecosystem. You need to own the communication between you and your customers. So:

• Sell on Amazon for good reach and fast discovery
• Sell on Shopify for long-term value and sales increase

Frequent worries and questions

Can you use the same inventory for both Amazon and Shopify orders?

Yes, you can. Thanks to Amazon’s Multi-Channel Fulfillment (MCF), you don’t need to split your inventory. You can store everything in Amazon’s warehouses and fulfill orders from your Shopify store using the same stock.

Will you still be able to use FBA to fulfill orders from Shopify store?

Absolutely. With MCF, Amazon will pick, pack, and ship your Shopify orders just like they do for Amazon ones. Shopify connects easily to FBA using approved apps or custom integrations.

Is it worth the effort to build a separate store if you’re already selling well on Amazon?

If you’re thinking long term – yes, absolutely. With Shopify, you build something that’s yours: your email list, your community, your margins. Of course, Amazon DTC is not for everyone, only for experienced sellers ready to grow more.

Will you need to manage two separate inventories or systems?

Not if you don’t want to. Most sellers sync inventory automatically between Amazon and Shopify using MCF or a centralized inventory system. That way, when a product sells on one channel, stock levels update on both.

Can you set up Shopify to reflect your Amazon brand without rebuilding everything from scratch?

We usually start by pulling in your Amazon product content and your branding. Then we build a Shopify store that feels like a natural extension of your brand, with better design and conversion features.

How do returns work when orders are placed through Shopify but fulfilled by Amazon?

Returns are still handled by Amazon. MCF supports return processing for non-Amazon orders. You’ll get return tracking, restocking, and the same logistics reliability. And if you’d rather use your own return process for Shopify, that’s possible too.

Do we offer a service to build a Shopify store for Amazon sellers?

Yes, that’s exactly what we do. We specialize in working with Amazon FBA sellers who want to build a direct-to-consumer (DTC) presence through Shopify. Our team takes care of everything: design, development, integrating FBA for fulfillment, and setting up apps like Klaviyo or review platforms. And we also offer setting up a full marketing strategy. Find more details here.

How can you get in touch or learn more?

👉 You can book a free strategy call with us, no strings attached. We’ll walk you through the process, answer any specific questions about your business, and show you what launching or improving a Shopify store could look like for your brand.

Prefer email? Just shoot us a message at [email protected].

We also made a 100% free course so you can see the whole process of building a Shopify store and combining it with Amazon. Watch it here.

How long does it take to launch a Shopify store if you already have everything set up on Amazon?

If your listings and images are solid, and you’re not building something super custom, we can usually get a clean, conversion-ready Shopify store live within 2-4 weeks.

Selling on Shopify and Amazon – final thoughts (and how can we help)

FBA is incredible for scaling. But in 2025, building a brand means having your own home too. Shopify gives you that.

We help Amazon sellers launch and grow on Shopify. We build stores that convert, pull in repeat business, and stay synced with your Amazon backend. You keep the best of both worlds:

Shopify + Amazon = more revenue, better margins, and customer loyalty!