Then on the other side you have shape shifting wallets, Exodus, Jaxx, keep key, and shapeshift.io
These wallets are just integrated with shapeshift.io. When you're exchanging between coins in your Exodus or Jaxx wallet, you're using shapeshift.io.
Shapeshift are not very transparent with their fees - . I just they
claim to have none, but the exchange rate varies. I just compared the Ether-Bitcoin exchange rate from Shapeshift (on quick setting) and Coinmarketcap, and I found that the Shapeshift rate was about 0.4% higher. By comparison, Bittrex rates are 0.2%.
Personally, I'm happy using Shapeshift for small amounts, but I would prefer to use an exchange for larger amounts because of the liquidity and, arguably, lower fees when doing it in bulk.
I would also like to add that ShapeShift fees are very high and so I will recommend you to use small amounts with ShapeShift whereas big amounts should be dealt by the exchanges.