Why Are Amazon Sellers Expanding to Shopify Beyond the Marketplace?
Amazon sellers are expanding to Shopify to build an additional direct-to-consumer (DTC) sales channel while keeping their Amazon business running. Shopify gives brands more opportunities to diversify revenue, build customer relationships, encourage repeat purchases, strengthen their brand, and take greater control of marketing.
However, launching a store is only the beginning. Sellers also need to attract customers, manage fulfillment, and turn website traffic into sales. An experienced Amazon to Shopify agency can help bring these activities together and support long-term DTC growth.
1. Diversify Revenue and Reduce Amazon Dependence
Amazon can bring steady sales, but listing issues or account suspensions can sometimes disrupt orders. An Amazon seller shared in a Reddit discussion that their account had been suspended for six months, costing their business an estimated $12 million in sales. If most of your revenue comes from Amazon, even a temporary problem can leave a big gap in your sales.
Expanding from Amazon to Shopify gives sellers an opportunity to build another revenue stream beyond the marketplace. By bringing customers to their own website through Google, paid ads, and email marketing, sellers can gradually build a source of orders that doesn’t depend on marketplace traffic. One German apparel brand started selling on Amazon before expanding to Shopify. Over time, its own online store grew to account for around 70% of its revenue, while the business continued selling on Amazon and other marketplaces, as shared in this case study. Shopify had become a major revenue channel alongside its marketplace business.
2. Own Customer Data and Build Direct Relationships
With Shopify, Amazon sellers can learn more about their customers and stay connected after a purchase. This is especially helpful when customers have questions or concerns about a product. For example, a seller of reusable shopping bags, whose Amazon sales once reached around $60,000 a month, shared their experience with product construction issues. They wanted to understand customers’ concerns and offer support but had limited ways to contact those who left reviews.
With their own Shopify store, sellers can access purchase histories, respond to customer inquiries, and collect feedback directly. They can also use Klaviyo to send helpful tips, personalized recommendations, and special offers to customers who opt into marketing, helping build stronger relationships and encourage repeat purchases.
3. Turn One-Time Buyers Into Repeat Customers
Repeat purchases help brands generate more revenue from existing customers without having to spend on attracting new shoppers for every order. Through their Shopify store, sellers can use tools like Klaviyo to follow up with customers who opt into marketing, sending restock reminders, recommending products based on previous purchases, and sharing special offers that encourage them to buy again.
For KimEcopak, a Canadian eco-friendly food packaging brand, IMP Marketing built 62 automated email flows and a full campaign calendar to turn its customer base into a stronger revenue source. Over 12 months, email’s share of total revenue grew from 4% to 37%.
Amazon sellers building a Shopify DTC channel can use tools like Klaviyo to build similar email programs for their customers. This could mean sending a restock reminder when someone may be running low, recommending products that go well with a previous order, or reaching out to customers who haven’t purchased in a while.
4. Build a Stronger Brand Beyond the Marketplace
Shopify gives sellers more freedom to build a storefront that reflects their brand and helps customers understand what makes their products different. Beyond product descriptions and specifications, sellers can share their founder’s story, use photos and videos to show products in everyday life, highlight customer reviews, and create buying guides to help shoppers choose the right products.
For Amazon sellers expanding to Shopify, having their own storefront creates more opportunities to connect with shoppers beyond individual product listings. Customers can learn about the brand, see how its products fit their needs, and feel more confident about making a purchase.
5. Take Control of Marketing and Drive Traffic Beyond Amazon
With a Shopify store, sellers have more control over how they bring customers to their website and turn visits into orders. They can run ads on Google, Meta, or TikTok, work with influencers, and attract shoppers through SEO. Instead of sending everyone to the same page, they can direct customers to specific products, bundles, or special offers based on what they’re looking for.
Sellers can also test different ad messages, offers, and landing pages to see what brings in more orders. With the right tracking tools connected to Shopify, they can see which campaigns are driving sales, how much they’re spending to get a customer, and where they might need to make changes.
This is where an Amazon to Shopify agency with experience in DTC marketing can help. For brands ready to scale, IMP Marketing brings these efforts together through CoScale, a revenue-share growth partnership covering Google and Meta Ads, store improvements, email marketing, and ongoing performance tracking. Rather than focusing on ads alone, the team works across these areas to help brands turn more of their traffic into sales.
Conclusion
For Amazon sellers, expanding to Shopify isn’t about leaving Amazon behind. It’s about building another sales channel to reach customers directly, grow their brand, and encourage repeat purchases.
However, launching a Shopify store also requires reliable fulfillment, conversion-focused design, and marketing systems. The right Amazon to Shopify agency can help sellers handle these activities without building an entire in-house team.
If you’re an established Amazon seller looking to expand into DTC, IMP Marketing‘s DTC Launchpad for Amazon Sellers may be worth exploring. Having supported 130+ eCommerce brands since 2014, we offer a structured 4–8-week launch process covering Shopify development, fulfillment setup, tracking, and essential marketing systems.
Reach out to discuss your expansion plans and see if we’re the right fit.
Amazon to Shopify Agency FAQs
1. Who should consider hiring an Amazon to Shopify agency?
An Amazon to Shopify agency can be a good fit for established Amazon sellers who already have products selling on the marketplace and want to build an additional DTC sales channel. It's particularly useful for brands that need support with Shopify development, fulfillment integration, and marketing setup without hiring an in-house team.
2. What are the biggest challenges when expanding from Amazon to Shopify?
Unlike Amazon, Shopify doesn't come with built-in marketplace traffic. Sellers need to attract customers, turn visitors into buyers, manage fulfillment, and set up tracking and email marketing. An experienced eCommerce partner can help bring these activities together, from launching the store to growing sales. This is where IMP Marketing's experience in Shopify and eCommerce growth comes in, with a client achieving 10x revenue growth in 18 months through a broader growth partnership.
3. How can I sell on both Amazon and Shopify at the same time?
You can keep your Amazon store running while launching Shopify as an additional sales channel. To manage both, you can connect Shopify to Amazon Multi-Channel Fulfillment (MCF) to use your existing FBA inventory for Shopify orders. This allows you to sync inventory and manage fulfillment across both channels. You can also use a third-party logistics provider (3PL) if that better fits your operations.
4. Should I dropship products from other Amazon sellers to my Shopify store?
It's possible to source products from other Amazon sellers, but relying on retail purchases for dropshipping can be risky. You may have limited control over inventory, pricing, packaging, delivery, and returns, making it harder to maintain margins and a consistent customer experience. If you want to sell another brand's products, working directly with an authorized supplier is generally a more reliable option.
5. How do I choose the right Amazon to Shopify agency for my business?
Look for an agency with proven experience in Amazon operations, Shopify development, and eCommerce growth. They should review your products, fulfillment setup, and business goals before recommending a launch plan. Check their past results, launch timeline, and whether their services cover MCF or 3PL fulfillment, conversion tracking, email marketing, and paid ads setup. Make sure pricing is clear, you retain ownership of your store and accounts, and training is included. The right partner should also offer optional support after launch to help grow your Shopify channel alongside Amazon.
