Etsy Statistics 2024 (Sellers, Buyers & Financial Insights)
Etsy houses 9.03 million sellers that serve over 96.5 million active buyers with over 100 million products. Known for its handmade crafts and goods, Etsy is now expanding to various niches and seeing positive results too.
The eCommerce platform sold products worth over $13 billion in 2023 alone.
Explore the state of Etsy through numbers, and get insights on the platform's sellers, buyer behavior, and financials as of 2024 in this post!
Etsy Statistics 2024 (Top Highlights)
- Etsy has 9.03 million sellers on the platform, out of which 79% are females.
- 96.5 million buyers actively shop on Etsy.
- Etsy has over 100 million products listed across 50 categories.
- Etsy earned a revenue of $2.74 billion by selling products worth $13.16 billion in 2023.
- Etsy.com gets 500 million visitors every month.
General Etsy Statistics
Know the general facts about Etsy like the number of visits on the platform to the number of employees.
Etsy gets over 500 million visits every month
Etsy.com attracts over 500 million visitors monthly. Visitor counts vary throughout the year, with months like December hitting the peak. These fluctuations are related to seasonal shopping events and Etsy’s promotions.
Etsy received traffic of 539 million in February and 596 million in January 2024. December 2023 saw a traffic count of 651 million.
Source: Semrush.
An average visitor spends around 13 minutes on Etsy
During this time, the visitor explores 4.6 pages on average.
Etsy.com has a bounce rate of 46.44%
Source: Semrush.
Etsy currently has 2400 employees
This number reflects the employee count of Etsy.com-owned and Etsy.com-managed channels.
Etsy laid off 11% of its workforce in 2023 due to a "challenging macroeconomic environment as per the company's CEO Josh Silverman.
Source: Etsy 2024 Fact Sheet, Retail Dive.
Etsy Seller Statistics
This section has statistics on number of Etsy sellers, how they manage their business, and their demographics.
Etsy has 9.03 million sellers on the platform
Over 9 million sellers from 234 countries and territories serve millions of Etsy customers.
The number of Etsy sellers grew 21% Year-over-Year and has doubled since 2020.
Etsy seller growth peaked in 2013 when the sellers grew 1194% compared to the prior year!
Here is a table showing the number of Etsy sellers over the years:
| Year | Number of Etsy Sellers |
| 2023 | 9.035 million |
| 2022 | 7.470 million |
| 2021 | 7.522 million |
| 2020 | 4.365 million |
| 2019 | 2.699 million |
| 2018 | 2.115 million |
| 2017 | 1.933 million |
| 2016 | 1.748 million |
| 2015 | 1.563 million |
| 2014 | 1.353 million |
| 2013 | 1.074 million |
| 2012 | 83,000 |
Source: Etsy.
79% of sellers on Etsy are women
Etsy is a great platform to start with for entrepreneurial women, with 79% of its sellers being female. Etsy’s commitment to empowering women sets it apart as a prime destination for all entrepreneurs seeking a supportive and inclusive marketplace.
Source: Etsy Global Seller Census.
Most Etsy sellers make $45,000 per year
$45,000 is a substantial figure, especially if you’re running an Etsy side hustle. It’s well above minimum wage, and you get to be your own boss. You have the flexibility to work from anywhere, manage your schedule, and take breaks whenever necessary.
Some Etsy sellers reported earning less than $500 monthly on the platform, while others have achieved monthly earnings exceeding $9,000. Moreover, there are highly successful sellers on the platform too, generating hundreds of thousands, if not millions, of dollars in revenue.
It’s essential to recognize that the earnings of Etsy sellers depend on numerous factors. While some sellers may earn less and others more within the same niche, success ultimately comes down to execution. If you’re a seller reading this, focus on optimizing your store, because with the right strategy, there’s no limit to how much you can earn.
Source: Sale Samurai.
Etsy's Seller Demographics
The median age of an Etsy seller is 45, younger than the typical business owner in most countries across the world, which is just above 50 years old.
Over 60% of Etsy sellers are under 45. older sellers, particularly those over 55, often focus on Etsy as their main occupation.
Here is a table showing the share of Etsy sellers by age:
| Age Group | Percentage of Etsy Sellers |
| Under 45 | 60% |
| 45 and older | 40% |
Etsy also provides opportunities for rural entrepreneurs, with 28% of sellers in core markets being from rural areas.
Here is a table showing the share of Etsy sellers by communities:
| Location Type | Percentage of Etsy Sellers |
| Urban | 23% |
| Suburban | 49% |
| Rural | 28% |
80% of Etsy sellers run their business alone
Most Etsy businesses (80%) consist of only one person and 97% run their creative enterprises from their homes. Microbusinesses, typically defined as having fewer than ten employees, on Etsy usually employ fewer than three people.
The vast majority (91%) of Etsy sellers are sole proprietors, while those who share ownership often do so with family members, primarily spouses, partners, or other relatives, offering a distinctive perspective on family-run businesses.
Source: Etsy.
Etsy sellers spend half of their time on making, designing, and acquiring activities.
Etsy's seller census report reveals that 51% of a seller's time goes into making, designing and acquiring activities. Sellers further invest 11.4% of their time managing the inventory.
Nearly 10% of the time goes to marketing activities while the least time is spent on hiring and managing employees (2%).
Source: Etsy.
54% of Etsy sellers are part of the independent workforce
The majority of Etsy sellers (54%) work independently, and 31% have traditional full-time jobs.
A good 10% of sellers on Etsy are either retired individuals or students!
Here is a table showing the employment among Etsy sellers:
| Independent workers | 54.1% |
| Full-time employees | 31% |
| unemployed | 3% |
| Retired, student or caregiver | 10% |
| Others | 2% |
Overview of Etsy sellers in the United States
Etsy sellers in rural areas, outpacing traditional businesses in the US. They’ve set up shop in nearly every county of the Nation.
Etsy provides a launchpad for diverse entrepreneurs, with over half (54%) starting their journey on the platform.
Most Etsy sellers in the United States (79%) operate solo, but a quarter get help. Hispanics (30%) are more likely to receive assistance.
Etsy sellers drive economic growth through sales, job creation, income, and value-added, showcasing their vital role in the economy.
Source: Etsy Seller Census
What do Etsy sellers think about the expansion of their business?
82% of Etsy sellers aim to expand their businesses, but surprisingly, over half of sellers (57%) prefer to keep things small-scale rather than hiring additional help.
63% of people sell on Etsy to make more money, but a whopping 65% are in it to unleash their creativity.
Source: Global Etsy Seller Census
Etsy Buyers Statistics
Know how buyers behave on Etsy. Also, explore their demographics and other insights that will help sellers craft a well-thought strategy on Etsy.
Etsy has 96.5 million active buyers as of 2024
Etsy achieved this feat by reactivating nearly 9.7 million lapsed buyers and acquiring 8.4 million new buyers in the fourth quarter of 2023.
Since 2012, the number of buyers on Etsy has consistently increased, with one exception in 2022 when the platform experienced a decline of 1.26 million buyers compared to 2021.
Here is a table showing the number of active buyers on Etsy over the years:
| Year | Etsy Active Buyers |
| 2023 | 96.5 million |
| 2022 | 95.08 million |
| 2021 | 96.34 million |
| 2020 | 81.9 million |
| 2019 | 46.35 million |
| 2018 | 39.45 million |
| 2017 | 33.36 million |
| 2016 | 28.57 million |
| 2015 | 24.05 million |
| 2014 | 19.81 million |
| 2013 | 14.03 million |
| 2012 | 9.32 million |
Source: Etsy.
Etsy Buyers by Segment
Etsy's buyers can be divided into three segments
- New Buyers – customers who purchased on Etsy for the first time.
- Reactivated Buyers – customers who return to make a purchase on the platform after more than a year.
- Existing Buyers – Customers who have made repeated purchases on Etsy within a span of one year.
Here is a breakdown of Etsy buyers by segment as of 2024:
| New Buyers | 8.4 million |
| Reactivated Buyer | 9.7 million |
| Existing Buyers | 78.5 million |
Source: Etsy.
Repeat buyers make 81% of purchases on Etsy
Etsy defines repeat buyers as any buyer who made purchases on two or more days in the previous 12 months, including habitual buyers. Habitual buyers are buyers who have spent $200 or more and made purchases on six or more days in the previous 12 months.
48% of Etsy's buyers are repeat buyers and they make 81% of purchases on the platform.
Etsy also reported that it has 7.1 million habitual buyers on the platform.
These insights reveal that the platform has a pretty loyal customer base!
Source: Etsy
54% of buyers on Etsy are looking to buy from businesses with sustainable packaging
An Etsy survey revealed that 54% of Etsy buyers in the US stated they would be more inclined to buy from a seller on Etsy if they used eco-friendly packaging for their deliveries, without charging extra for it.
Etsy offers help to sellers to run a sustainably-minded business through their partnership with EcoEnclose which allow sellers to purchase packaging made from 100% recycled materials or certified responsibly sourced paper at a discount.
Source: Etsy's Seller Handbook
Etsy buyers prefer to shop from their phones
Most of Etsy’s sales come from mobile devices, making up 68% of total sales. This is a big jump from 2013 when less than one-third of sales came from smartphones or tablets.
Etsy's website traffic data revealed that the website gets 62% of its traffic from mobile devices!
If you are a seller, It's important to optmize your Etsy store for smaller screens.
Sources: Market Pulse, Semrush.
Etsy buyers by country
Both the app downloads data and website traffic data reveal that the United States is Etsy's biggest market.
The United States is responsible for 58.15% of Etsy's traffic. The Etsy app was downloaded 53 million times in the country from 2015 to 2023.
Here is a table showing the share of Etsy buyers in different countries:
| Country | Buyer Traffic Share | No. of Downloads |
| United States | 58.15% | 53.08 million |
| United Kingdom | 7.25% | 8.98 million |
| Canada | 4.86% | 3.79 million |
| Germany | 4.43% | 5.09 million |
| France | 2.68% | 3.58 million |
The above data also shed light on the fact that only 40% of Etsy's purchases come from outside of the United States.
Etsy's Gross Merchandise Sale per buyer is $126
These figures are from Q4 2023, Which means an average Etsy buyer spent $126 on every order during that period.
Etsy's GMS per buyer has grown 22% since 2019.
Etsy Product Statistics
Take an inside look at the number of products on Etsy and what sells most during different times of the year. Also, know which products are expected to perform well on Etsy in 2024.
There are over 100 million products on Etsy
Millions of sellers have collectively listed over 100 million items across 50+ categories on Etsy. That's approximately 50% more product listings than just 2 years ago.
Etsy continues to expand into new categories and add more listings every day! More in the next section
Source: Etsy,
Top product categories on Etsy
Etsy has over 50 main categories with 3,000+ subcategories that have a hundred million product listings.
Etsy thrives on unique, handcrafted, and vintage goods, top categories for sellers reflects this exact trend. Jewelry, home decor, wedding essentials, printables, clothing, and accessories consistently see high sales on Etsy.
But if you are a seller who doesn't wish to jump into the main category, don’t be afraid to niche down, a well-defined product line within a popular category can be a recipe for success.
Here is a table showing Etsy's top categories during different times of the year:
| Month | Popular Etsy Categories |
| January | Mom's Birthday, Home Decor. |
| February | Valentine gifts. |
| March | Vacation items, Pet supplies. |
| June | Wedding anniversary, Father's day gifts. |
| September | Baby products, Back-to-school shopping. |
| October | Halloween items. |
| November | Holiday shopping. |
| December | New Year's shopping. |
Source: Etsy
Demand for Printables on Etsy has skyrocketed
print-on-demand (POD) services have become hugely popular among Etsy sellers in recent years. POD services offer a straightforward and cost-effective way to kickstart businesses without the hassle of managing inventory or shipping concerns.
Etsy has become the go-to platform for creative individuals looking to turn their designs into actual products. Etsy’s focus on handmade and unique items makes it the perfect marketplace, especially for small business owners aiming to reach a specific audience.
The global print-on-demand market is well worth over $8 billion as of 2024 and is estimated to reach $38.21 billion by 2023. Many sellers have already made over $100,000 by selling print-on-demand products on Etsy.
Source: Etsy Hunt, Grand View Research.
People are searching for birthday-related stuff every second on Etsy
According to Etsy's 2024 fact sheet, there’s a constant stream of birthday item searches happening every second, wall art items every two seconds, and baby shower items every three seconds.
The demand for custom or handmade furniture is notable too, with searches happening every minute. Additionally, searches for anniversary items occur every two seconds. This ongoing activity underscores the diverse interests and needs of Etsy’s user base.
Source: Etsy 2024 Fact Sheet.
Etsy Financial Statistics
This section will shed light on Etsy's revenue, its gross merchandise sales, net income, and other financial aspects.
Etsy Gross Merchandise Sale over the years
Etsy generated $13.16 billion in gross merchandise sales in 2023, which is a 1.2% decrease from $13.32 billion in 2022.
Etsy's Gross Merchandise Sales (GMS) trended downward for the second consecutive year despite crossing the $13 billion mark third consecutive time.
Etsy recorded a GMS of $13.49 billion and $13.32 billion in 2021 and 2022 respectively.
Here is a table showing Etsy's Gross Merchandise Sales (GMS) over the years:
| Year | Etsy's Gross Merchandise Sale |
| 2023 | $13.16 billion |
| 2022 | $13.32 billion |
| 2021 | $13.49 billion |
| 2020 | $10.28 billion |
| 2019 | $4.97 billion |
| 2018 | $3.93 billion |
| 2017 | $3.25 billion |
| 2016 | $2.84 billion |
| 2015 | $2.39 billion |
| 2014 | $1.93 billion |
| 2013 | $1.35 billion |
| 2012 | $0.90 billion |
| 2011 | $0.53 billion |
| 2010 | $0.31 billion |
Source: Etsy Financial Reports.
Mobile share of Etsy’s gross merchandise sales volume
In 2022, most of Etsy’s sales came from people shopping on their phones or tablets, accounting for 67% of all the stuff sold on the site. Back in 2013, it was way lower, with less than one-third of sales coming from mobile shoppers.
Source: Statista
Etsy revenue over the years
Etsy registered a revenue of $2.74 billion in 2023, which is 7.1% YoY growth and the highest recorded yearly revenue to date.
Etsy managed to earn $640.87 million in the first quarter, $628.87 million in the second quarter, $636.30 million in the third quarter, and $842.32 million in the fourth quarter of the year.
The COVID-19 pandemic notably boosted Etsy's revenue as consumer behavior shifted towards online shopping, particularly for unique, handmade goods. In 2020, Etsy's revenue doubled to $1.72 billion from 818 million the prior year.
Although Etsy's growth moderated in 2022 and 2023 (with 10.18% and 7.1% respectively), the eCommerce company still managed to achieve its highest annual revenue ever in 2023.
Here is a table showing Etsy's revenue over the years:
| Year | Etsy Revenue |
| 2023 | $2,748.37 million |
| 2022 | $2,566.11 million |
| 2021 | $2,329.11 million |
| 2020 | $1,725.63 million |
| 2019 | $818.38 million |
| 2018 | $603.69 million |
| 2017 | $441.23 million |
| 2016 | $364.97 million |
| 2015 | $273.5 million |
| 2014 | $195.59 million |
| 2013 | $125.02 million |
| 2012 | $74.6 million |
Source: Etsy Financial Reports.
Etsy profits over the years
Etsy managed to book a profit of $307.56 million in 2023. That is a good recovery after experiencing a loss of $694.28 million in 2022.
Etsy's 2022 negative net income came after being profitable for five consecutive years.
Overall, Etsy has had six years where they ended up with a loss since 2012. However, there have also been some strong years of profit, like in 2021 when the platform made $493 million.
Here is a table showing Etsy's profits over the years:
| Year | Etsy Profit |
| 2023 | $307.56 million |
| 2022 | $-694.29 million |
| 2021 | $493.51 million |
| 2020 | $349.25 million |
| 2019 | $95.89 million |
| 2018 | $77.49 million |
| 2017 | $81.8 million |
| 2016 | $-29.9 million |
| 2015 | $-54.06 million |
| 2014 | $-15.24 million |
| 2013 | $-0.8 million |
| 2012 | $-2.39 million |
Source: Etsy Financial Reports.
Etsy market cap
As of April 2024, Etsy has a market cap of $7.71 Billion. This makes Etsy the world’s 1978th most valuable company.
Etsy's market cap peaked in November of 2021 when the company was valued at $37.21 billion.
Source: Companies Market Cap.
Etsy Acquisitions and Funding
Etsy has raised a total of $97.3 million in funding over 10 rounds as of 2024. Their latest funding was raised on Feb 1, 2024, from a Post-IPO Equity round.
Etsy is funded by 20 investors. Elliott Investment Management and Dragoneer Investment Group are the most recent investors.
| Date | Investment Round | Number of Investors | Amount Invested | Investors |
| Feb 1, 2024 | Post-IPO Equity – Etsy | 1 | – | Elliott Investment Management |
| May 15, 2017 | Post-IPO Equity – Etsy | 2 | – | – |
| May 22, 2014 | Private Equity Round – Etsy | 1 | $5.6 million | – |
| May 9, 2012 | Series F – Etsy | 8 | $40 million | Index Ventures |
| Aug 26, 2010 | Series E – Etsy | 4 | $20 million | Index Ventures |
| Jan 1, 2008 | Series D – Etsy | 4 | $27 million | Accel |
| Jul 1, 2007 | Series C – Etsy | 3 | $3.3 million | – |
| Jan 1, 2007 | Series B – Etsy | 2 | – | – |
| Nov 1, 2006 | Series A – Etsy | 5 | $1 million | Union Square Ventures |
| Jun 18, 2005 | Angel Round – Etsy | 3 | $400k | – |
Etsy has acquired 9 organizations to date. It's most recent acquisition was Elo7 in June of 2021 which it acquired for $217M. But Etsy sold it to a Brazilian Corporation in 2023 as it wasn;t seeing the expected results.
Source: Crunchbase, The Motley Fool.
Etsy Trends for 2024
Etsy predicts a surge in demand for food and fruit motifs, offering a sophisticated alternative to past trends in the early days of 2024.
Gifting and occasions:
- Expect a +11% YoY increase in searches for “meal prep” products.
- Gifts for loved ones: Interest extends to diverse recipients, with an +18% YoY increase in searches for custom dog gifts and a +106% YoY increase in searches for gold charm necklaces.
- Mother’s Day: Anticipate demand for comfort and luxury, with a +227% YoY increase in searches for custom charm necklaces.
Decor trends:
- Flexibility and curved shapes are popular, with a +50% YoY increase in searches for boho wall art.
- Denim decor is on the rise, reflecting a desire for casual sophistication.
- Statement bathrooms are in demand, signaling a focus on luxury and detail.
Style trends:
- Clothing trends include versatile staples and moody details, with an +852% YoY increase in searches for gothic clothing.
- Jewelry and Accessories highlight charming pieces and mixed metals, with a +227% YoY increase in searches for custom charm necklaces.
Sellers can capitalize on these trends by staying updated and incorporating them into their offerings.
Source: Etsy Seller Handbook,
