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.