Udemy vs Teachable vs Skillshare: Where to Launch Your Online Course or Coaching Business First
When you are launching an online course or coaching business, the platform you choose first shapes everything — your student reach, your profit margins, your relationship with your learners, and your long-term growth options. Marketplaces like Udemy and Skillshare, versus owned platforms like Teachable and Thinkific, each offer a different trade-off between ease of setup, fee structure, and who owns the student relationship. Here is how to think through it.
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The Quick Answer
Start on a course marketplace like Udemy or Skillshare if you are creating your first online course and want built-in student traffic from day one. Build your own Teachable or Thinkific site in parallel if you want to own your student list, control your brand, and avoid high fee dependency long-term. Consider larger professional networks like LinkedIn Learning only after you have validated your content's demand and can meet their high production standards — the exposure is significant but the revenue share is often high and control is limited.
Side-by-Side Breakdown
Udemy/Skillshare (Marketplace Model): Udemy charges a 25% commission on sales you bring (using your instructor coupon) and 50% for organic Udemy sales. Skillshare offers a royalty pool based on watch time. Both provide high built-in organic traffic for various course topics. You have limited brand control, and the marketplace owns the student relationship and data. Teachable/Thinkific (Owned Platform Model): These platforms have monthly fees, typically $39–99/month for starter plans, plus standard payment processing (Stripe/PayPal at 2.9% + $0.30). You own the student list, brand experience, and content. You are responsible for driving your own traffic through marketing. LinkedIn Learning (Premium Network Model): Often involves a revenue-share agreement (e.g., 50% or more for them) rather than a direct fee structure for course sales. You gain access to a massive professional audience and significant credibility. However, there's brutal competition for attention, LinkedIn owns the student relationship, and strict content approval processes are required.
When to Prioritize Marketplaces (Udemy, Skillshare)
Marketplaces like Udemy or Skillshare offer the fastest path to your first student enrollment if you are new to online education. Millions of learners are already searching on these platforms for exactly what you teach — you inherit that traffic from day one without spending on ads. This is ideal for testing course topics, getting initial reviews, and validating demand for your teaching style. The trade-off is that you are building the marketplace's brand, not your own. They can change search algorithms, increase fees, or promote competitor courses. Treat these as lead generation and validation channels, not the foundation of your long-term education business.
When to Prioritize Owned Platforms (Teachable, Thinkific) or Professional Networks (LinkedIn Learning)
Build your own Teachable or Thinkific site once you have proven your course or coaching program has demand on a marketplace or through a small beta launch. Use marketplaces to learn which topics resonate and what students say in reviews, then invest in your own branded storefront. Your owned platform allows you to create course bundles, offer coaching packages, build an email list for future launches, and upsell premium programs without high platform commissions. LinkedIn Learning or similar large professional networks make sense if you are an established expert and can produce highly polished content that meets their stringent quality guidelines. While they offer immense exposure to a professional audience, at high revenue-share percentages (often 50%+) and less control over your student data, the math only works if your margins are strong and your primary goal is wide credibility rather than direct profit. Do not start on LinkedIn Learning before you understand their content requirements and the significant time investment needed.
The Verdict
A multi-channel strategy starting with a marketplace (Udemy/Skillshare) + an owned platform (Teachable/Thinkific) in parallel is effective for most new online educators and coaches. Marketplaces drive initial discovery and validation; your owned platform captures direct repeat students and lets you build an email list for direct communication and future launches. Over time, shift your marketing effort toward your own channels to reduce dependency on marketplace fees and algorithms. Add major professional networks like LinkedIn Learning as a third channel when your content quality and personal brand justify the operational overhead and revenue share for vast exposure.
How to Get Started
1. Udemy/Skillshare: Open an instructor account at udemy.com/teaching-start/ or skillshare.com/teach. You need 1-2 hours of high-quality video content, a complete course outline, and clear learning objectives before you launch. 2. Teachable/Thinkific: Start your free trial, select a clean, intuitive course theme, and mirror your validated course content. Set up email capture and a simple payment gateway (Stripe or PayPal) from day one to collect student leads. 3. LinkedIn Learning: Apply to become an instructor via their talent portal. Approval takes time and typically requires a portfolio of existing high-quality video content or an established professional presence demonstrating your expertise. Be ready for a structured content development and review process.
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FREQUENTLY ASKED QUESTIONS
Can I sell on both Etsy and Shopify at the same time?
Yes. Many sellers run both simultaneously. Shopify has an Etsy integration app that can sync inventory between both platforms. This avoids overselling and saves time managing listings separately.
Does Etsy allow you to direct customers to your own website?
Etsy prohibits directly linking to your own shop in messages or listings as a means to circumvent Etsy's transaction fees. However, you can include your website URL in your shop bio and branding materials. Buyers who want to purchase directly can find you through your brand name.
What is the total fee percentage on an Etsy sale?
Roughly 9.5–10% total on most sales: 6.5% transaction fee + approximately 3% + $0.25 payment processing + $0.20 listing fee. On a $50 item, you pay approximately $5.15 in fees. Factor this into your pricing from the start.
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