Bitshares is so much more... but to start with:

Bitshares has fiat on and off ramps provided by OpenLedger (an exchange business based on the Bitshares network - previously CCEDK). OCASH will also launch soon allowing accounts to be connected to a debt card.

Bitshares also has similar services to Shapeshift and Changelly provided by Blocktrades. Blocktrades runs a independent business just like shapeshift but is also baked right into the wallet. They are also operating the gateways for most Altcoins allowing Alts to trade on the DEX.

Everything else that is Bitshares is cream on top

• Decentralized Orderbook exchange (DEX) allowing trading not just conversion
• Smartcoins (stable value tokens pegged to USD,CNY,EUR,GOLD,SILVER...)
• Asset platform allowing User Issued Assets (that can trade on the DEX)
• Prediction markets
• Flexible account models - Dynamic account permissions - allows for on chain approvals from multiple parties
  Plus heaps more - https://bitshares.org/technology/