Overview
Etsy is a global online marketplace for unique and creative goods: handmade items, vintage, craft supplies and made-to-order products. Sellers run their own shops on etsy.com, and buyers come to Etsy for things they cannot find in mainstream retail. For a brand, Etsy is a good fit only if its products are genuinely handmade, designed and made by the seller, vintage, or craft supplies.
Who is behind Etsy
Etsy was founded in Brooklyn, New York, more than twenty years ago and is listed on the New York Stock Exchange. In 2025 the Etsy marketplace had gross merchandise sales of USD 10.5 billion, 86.5 million active buyers and 5.6 million active sellers. About 74% of sales came from US buyers, and about 46% of sales were made in the Etsy app. Etsy sold the music marketplace Reverb in 2025 and agreed in early 2026 to sell the fashion resale app Depop to eBay, so it is refocusing on the core Etsy marketplace.
What the shopper sees
Etsy shoppers look for personal, creative and one-of-a-kind items, and many buy gifts. Custom or made-to-order items make up about 30% of sales. The biggest categories include home and living, jewellery and accessories, clothing, craft supplies, and paper and party goods.
How selling on Etsy works
- Strict eligibility rules. Items must be made or designed by the seller, vintage (at least 20 years old), or craft supplies. Sellers who work with production partners must disclose them. Mass-produced resale is not allowed.
- Fees. Etsy charges a listing fee per item, a transaction fee on each sale, and payment processing fees.
- Advertising. Etsy Ads promote listings on Etsy, and Offsite Ads run listings on other sites, with a fee only when an ad leads to a sale.
- Shop presentation. Photos, titles, tags and shop reviews strongly influence visibility in Etsy search.
- International reach. Etsy ships to buyers worldwide, with strong audiences in the US, UK, Canada, Germany, Australia and France.
Why Etsy matters for brands
Etsy is not a general marketplace, and most consumer brands do not qualify. For makers, designers and small brands with handmade or designed products, it offers direct access to buyers who value originality and personal service.
How eBrands looks at Etsy
eBrands works with brands on marketplaces across Europe and North America. If you are unsure whether your products fit Etsy's rules or how it could sit alongside your other channels, we are happy to talk it through.
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