Shopify has implemented much of Etsys value as a selling platform, though it doesn’t serve as a marketplace for discovery. Social media (TikTok and Insta) can easily offboard to a website shop, and lots of product creators sell there (and some use TikTok’s Shop, which admittedly is competing more with Etsys garbage dropshipping than anything else). Clearly there are gaps here, as not everyone can create a Shopify site, and social media isn’t exactly an e-commerce marketplace.