If you’re an artisan or small business owner looking to sell handmade jewellery online in India, choosing the right platform can make all the difference. Here’s a detailed comparison of top options from global marketplaces like Etsy to local favourites like LBB and Amazon Karigar, analysing set up costs, pros and cons.
1. Etsy
Etsy is a global artisanal marketplace with a large Indian seller community and one of the best online platforms for selling handmade jewellery with major global reach and visibility. Ideal for high-quality handmade or designer jewellery.
Setup Cost: ₹830 one-time shop fee
Listing Fee: ₹17 per item (active for 4 months or until sold)
Commission: 6.5% transaction fee + 5% payment processing
Pros: Best for global exposure, buyers actively look for handmade items.
Cons: You’ll need to factor in international shipping, currency conversion, and that it’s global rather than purely India-domestic.
2. Amazon Karigar
Amazon Karigar is a initiative by Amazon for Indian artisans, verified under the “Make in India” program. You can sell handmade jewellery here with official artisan certification. This online platform is ideal for artisans, traditional jewellery makers, or rural/ethnic designs.
Setup Cost: Free onboarding for Karigar-registered artisans.
Commission: 6% referral fee on jewellery + shipping.
Pros: Trusted platform, massive Indian customer base, artisan recognition badge.
Cons: You need to apply via the Karigar program (takes 1–2 weeks approval).
For Indian artisans/ creators looking for a not so rural centric option can enlist with Amazon directly instead of the Amazon Karigar.
3. LBB (Little Black Book)
LBB started as a discovery app for Indian indie brands and now supports e-commerce through its curated shop section. This online platform is ideal for trendy, modern handmade jewellery with a appeal to Genz and millennials.
Setup Cost: Free onboarding for handmade brands (invite or approval-based).
Commission: 10–15% per sale depending on category.
Pros: Great for small creative brands in fashion and accessories; curated audience that loves handmade aesthetics.
Cons: Limited to select sellers; you must apply and be approved.
4. Shopify India + Instamojo Combo (Own Website)
If you want brand control but Indian-friendly setup use Shopify India for your online store and connect to Instamojo for local payment gateways (UPI, Paytm, etc). This kind of an online platform is ideal for long-term brand building, aesthetic & niche handmade jewellery brands with an already established market.
Setup Cost: ₹1,499/month (Shopify Basic) + optional ₹3,999/year (Instamojo premium).
Pros: You own your website and have full control over branding and aesthetic with no commission.
Cons: You’ll need to drive your own traffic (marketing cost), handle logistics and customer service.
5. Social Media (Instagram, WhatsApp, Pinterest)
Social media is a great platform for businesses/ creators who want to build direct-customer relationships, doing custom orders and showcasing process/story. Example: Pinterest is highlighted as a strong visual platform for handmade goods.
Setup Cost: None; there is no set up cost, you just need to make an Instagram/ Whatsapp/ Pinterest account and start posting.
Pros: no cost; you own your customer list and own brand building; one-on-one relationship with customers.
Cons: You must manage everything (branding, payments, logistics, marketing) and is very manual as orders are taken via DM.
What to Consider When Choosing a Platform
Customer data & relationships: On your own store you often get more freedom; in marketplaces it may be restricted.
Fees & commissions: How much of the sale price goes to the platform?
Control & branding: Do you want your own brand identity or are you okay being one among many in a marketplace?
Traffic / discoverability: Does the platform bring ready buyers, or will you have to drive your own traffic?
Logistics / shipping: Especially for jewellery—shipping cost, packaging, safety matter.
Target market: Local (India) vs international. If you sell abroad, your platform must support international payments/shipping.
Onboarding & ease: How many approvals, how much paperwork, how much technical setup?
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