Should I move from Etsy to my own Shopify store?

It's rarely either/or at first. Etsy gives you a built-in marketplace audience; Shopify gives you your own brand, lower per-sale fees at volume, full customer data, and no algorithm between you and buyers — but you have to drive your own traffic. The smart play for many sellers is to run both: keep Etsy for discovery while you build Shopify as your owned channel, then shift weight as your direct traffic grows.

When Shopify clearly wins: you have repeat customers you could be emailing, your margins are squeezed by fees, or you want a real brand rather than a marketplace listing. You can import your products and start building direct relationships you simply can't on Etsy.