Etsy Statistics For 2026 (Buyers, Sellers, And Revenue)
Etsy has 5.7 million active sellers that serve around 87 million active buyers and is known for its handmade crafts and goods. The company is now sharpening its focus on its core marketplace and seeing positive results too.
With an inventory of 100 million+ products, the eCommerce platform sold products worth over $11.92 billion in 2025, a decline of 5.3% from the previous year.
With Etsy’s vast inventory and diverse seller base, savvy shoppers often seek out Etsy Coupon Codes to maximize their savings on unique handmade items.
Explore the state of Etsy through numbers, and get insights on the platform’s sellers, buyer behavior, and financials in this post!
Etsy Statistics 2026 (Top Picks)
- Etsy has 5.7 million active sellers on the platform as of Q2 2026, up 5.9% year over year.
- 87 million buyers actively shop on Etsy.
- Most Etsy buyers belong to the 25 to 34 age group.
- Etsy earned $2.89 billion by selling products worth $11.92 billion in 2025.
- The platform has over 100 million products listed across 50 categories.
- Etsy.com gets 400 million visitors every month.
General Etsy Statistics
Know the general facts about Etsy like the number of visits to the platform to the number of employees.
Etsy gets over 342 million average visits every month
Etsy.com attracts around 342 million visitors monthly on average. 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 327.7 million in September, 341.79 million in August, and 326.39 million in July 2025.
Source: Semrush
An average visitor spends around 9 minutes on Etsy
During this time, the visitor explores 5.5 pages on average.
Etsy.com has a bounce rate of 45.26%. This bounce rate suggests that nearly half of the visitors leave the site after viewing only one page, which is slightly above the typical range for e-commerce sites, where bounce rates usually fall between 20% and 45%.
Despite this, the relatively high average page views per visit indicate that users who do stay on the site engage with multiple listings or categories before potentially making a purchase or exiting
Source: Semrush
Etsy currently has 2400 employees
As per the official source, 2,400 people work at Etsy as of 2025. 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.
In August 2026, Etsy announced a restructuring plan that will reduce the Etsy marketplace workforce by roughly 12% (about 220 employees), as the company streamlines its business around its core marketplace under new CEO Kruti Patel Goyal.
Source: Etsy 2024 Fact Sheet, Retail Dive, Etsy Q2 2026 10-Q
Etsy Seller Statistics
This section has statistics on number of Etsy sellers, how they manage their business, and their demographics.
Etsy has 5.7 million active sellers on the platform
Etsy has 5.7 million active sellers on its marketplace as of Q2 2026, a 5.9% increase year over year and the strongest seller growth since Etsy introduced its seller setup fee. Note that Etsy now reports sellers for the Etsy marketplace only, following the sale of Reverb in June 2025 and Depop in July 2026, so this figure is not directly comparable with older consolidated counts.
Seller retention has also improved: Etsy ended 2025 with 5.6 million active sellers, with retention of prior-year sellers turning positive in the fourth quarter.
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 |
| Q2 2026 (Etsy marketplace only) | 5.7 million |
| 2025 (Etsy marketplace only) | 5.6 million |
| 2024 | 8.13 million |
| 2023 | 9.03 million |
| 2022 | 7.47 million |
| 2021 | 7.52 million |
| 2020 | 4.36 million |
| 2019 | 2.69 million |
| 2018 | 2.11 million |
| 2017 | 1.93 million |
| 2016 | 1.74 million |
| 2015 | 1.56 million |
| 2014 | 1.35 million |
| 2013 | 1.07 million |
| 2012 | 83,000 |
Source: Etsy
Etsy seller demographics
79% of Etsy sellers are women, which means nearly 7 million women entrepreneurs are selling their products on the platform.This significant proportion not only highlights Etsy as a crucial marketplace for women but also illustrates its role in supporting female-driven businesses
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:
| Employment | Share |
| 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.
Number of Etsy buyers
As per Etsy’s official data, Etsy has 87 million active buyers on the Etsy marketplace as of Q2 2026, roughly flat year over year and up around 350,000 from the previous quarter, the second consecutive quarter of sequential growth.
The platform was able to achieve this by reactivating 10.4 million lapsed buyers and acquiring 6.8 million new buyers in the fourth quarter of 2025, taking total gross buyer additions to 17.2 million, up 2.7% year over year.
Here is a table showing Etsy’s active buyers over the years:
| Year | Etsy Active Buyers |
| Q2 2026 (Etsy marketplace only) | 87.0 million |
| 2025 (Etsy marketplace only) | 86.5 million |
| 2024 | 95.4 million |
| 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 managed to reactivate 10.4 million buyers and gain 6.8 million new buyers in Q4 2025. Etsy’s strategic initiatives, including targeted marketing campaigns and enhanced user experience features, contributed to these gains.
Here is a breakdown of Etsy buyers by segment (Q4 2025):
| Segment | Buyers |
| Active Buyers | 86.5 million |
| Reactivated Buyers | 10.4 million |
| New Buyers | 6.8 million |
- 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.
Source: Etsy
Etsy Buyers by Age
29.5% of Etsy’s buyers are from the 25 to 34 age group. This segment of Millennials and older Gen Z consumers value unique, personalized products and handcrafted items, aligning well with Etsy’s marketplace offerings.
People aged 35 to 54 also contribute a significant share of 32.97%. This demographic is majorly younger Gen X and older Millennials.
Here is a table showing the share of Etsy users by age:
| Age Group | Share of Etsy users |
| 18 to 24 | 17.71% |
| 25 to 34 | 29.52% |
| 35 to 44 | 18.11% |
| 45 to 54 | 14.86% |
| 55 to 64 | 11.8% |
| 65+ | 8% |
Source: Similarweb
Repeat buyers make 81% of purchases on Etsy
38% of Etsy’s buyers are repeat buyers and they make 81% of purchases on the platform. This translates to repeat buyers contributing $4.80 billion to Gross Merchandise Sales (GMS) in the first half of 2024.
Encouragingly, Etsy’s habitual and repeat buyer cohorts showed slight growth in Q2 2026, the first time since 2023.
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.
Source: Etsy, Etsy Q2 2026 earnings call
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.
The Etsy app is an increasingly important driver: mobile app GMS grew 12.5% year over year in Q2 2026 and now accounts for close to half of the marketplace’s GMS.
Etsy’s website traffic data revealed that the website gets 59.27% of its traffic from mobile devices! 40.73% of the traffic comes from desktops.
If you are a seller, It’s important to optmize your Etsy store for smaller screens.
Sources: Market Pulse, Semrush, Etsy Q2 2026 earnings call
Etsy buyers by country
The United States is the biggest market for Etsy, both in terms of customer traffic and app downloads. The United States accounts for 51.68% of Etsy’s traffic, and the Etsy app has been downloaded 53 million times in the country between 2015 and 2024.
The United Kingdom is the second biggest market for Etsy, accounting for 8.13% of the platform’s traffic. People in the region have also downloaded the Etsy app 14.51 million times since 2015.
Here is a table showing the share of Etsy customers in different countries:
| Country | Share of Etsy customers | Etsy app downloads |
| United States | 51.68% | 169.37 million |
| United Kingdom | 8.13% | 26.65 million |
| Germany | 7.29% | 23.89 million |
| France | 3.19% | 10.44 million |
| Canada | 3.08% | 10.09 million |
The above data also shed light on the fact that only 40% of Etsy’s purchases come from outside of the United States.
Source: Semrush
An Etsy buyer spends an average of $124 on the platform
Each Etsy buyer spent around $124 on the platform on a trailing 12-month basis as of Q2 2026.
Etsy’s GMS per buyer has grown 2.8% year over year, the first sustained increase since late 2022, reflecting higher listing prices and a shift toward higher-quality items.
Source: Etsy
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
Etsy 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
Home and living is the top category on Etsy contributing 38% of the platform’s total GMS. Jewelry (18%), and Apparel (15%) round up to the top three positions.
Etsy’s top 6 categories contribute to the platform’s 88% Gross merchandise sales
| Category | Share in Etsy GMS |
| Home and living | 38% |
| Jewelry and accessories | 18% |
| Apparel | 15% |
| Craft Supplies | 7% |
| Paper and party supplies | 6% |
| Toys and games | 4% |
| Other | 12% |
Home and Living, Etsy’s largest category, returned to positive year-over-year GMS growth in Q4 2025, led by strength in high average order value subcategories.
Etsy has over 50 main categories with 3,000+ subcategories that have a hundred million product listings. 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.
Source: Etsy 1 and Etsy 2, Etsy Q4 2025 results
Around 33% of all Etsy sales come from personalized items
1 in 3 shoppers comes to Etsy just to buy personalized items? And the numbers show they’re finding what they want, as 33% of sales on the platform are for a customized product.
This shows that buyers love the personal touch. Unlike factory-made stuff, custom items feel special. They make great gifts and give people a reason to come back again.
If you sell made-to-order products, this is your moment. Etsy is putting more focus on personalization, and sellers who offer custom options could see more views, more favorites, and more sales.
Source: Etsy Q4 Report.
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
In the second quarter of 2026, Etsy marketplace GMS grew 7.5% year over year, with GMS from continuing operations reaching $2.58 billion. Revenue for the quarter came in at $668.3 million, representing a 6.2% year-over-year rise on a continuing-operations basis. The company’s take rate stood at 25.9% for this period. These metrics illustrate accelerating growth in the core marketplace.
Etsy registered a consolidated GMS of $11.92 billion in 2025, that’s a 5.3% year-over-year decrease, partly reflecting the sale of Reverb in June 2025. The Etsy marketplace returned to slight GMS growth in the fourth quarter, and US buyer GMS rose 0.3% in Q4, its first increase in four years.
Etsy registered a GMS of $12.58 billion, $13.16 billion, and $13.32 billion in 2024, 2023, and 2022, respectively.
Here is a table showing Etsy’s Gross Merchandise Sales (GMS) over the years:
| Year | Etsy’s Gross Merchandise Sales |
| Q2 2026 (continuing operations) | $2.58 billion |
| 2025 | $11.92 billion |
| 2024 | $12.58 billion |
| 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 (2015-2025)
As of Q2 2026, Etsy generated a revenue of $668.3 million, representing a 6.2% year-over-year rise on a continuing-operations basis. Etsy’s revenue totaled $2.89 billion in 2025, that’s a 2.7% growth year over year and the company’s highest recorded yearly revenue to date.
Etsy registered a revenue of $2.80 billion in 2024 and $2.74 billion in 2023, which was 7.1% YoY growth.
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 after the pandemic surge, the e-commerce company has now delivered record annual revenue in three consecutive years, 2023, 2024 and 2025.
Here is a table showing Etsy’s revenue over the years:
| Year | Etsy Revenue |
| Q2 2026 | $668.3 million |
| 2025 | $2.89 billion |
| 2024 | $2.80 billion |
| 2023 | $2.74 billion |
| 2022 | $2.56 billion |
| 2021 | $2.33 billion |
| 2020 | $1.72 billion |
| 2019 | $818 million |
| 2018 | $603 million |
| 2017 | $441 million |
| 2016 | $364 million |
| 2015 | $273 million |
| 2014 | $195 million |
| 2013 | $125 million |
| 2012 | $74.6 million |
Source: Etsy Financial Reports.
Etsy Net Income (2012-2025)
Etsy made a profit of $163 million in 2025, which is a 46.2% decline on a year-over-year basis, largely reflecting divestiture-related charges as the company sold Reverb and prepared the sale of Depop.
Etsy had a net income of $307.56 million in 2023, which was 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 Net Income |
| 2025 | $163 million |
| 2024 | $303.28 million |
| 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 August 2026, Etsy has a market cap of around $7.6 billion. This makes Etsy the world’s 2439th 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. Its 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.
Etsy has since unwound its “house of brands” strategy entirely: it completed the sale of Reverb, its musical instrument marketplace, on June 2, 2025, and sold Depop, its fashion resale marketplace, to eBay on July 30, 2026. The company is now focused exclusively on growing the core Etsy marketplace.
Source: Crunchbase, The Motley Fool, Etsy investor relations
