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Etsy in 2024: What You Need To Know

In the dynamic landscape of e-commerce, Etsy stands as a beacon of creativity, innovation, and entrepreneurial spirit. As we delve into 2024, the Etsy marketplace continues to evolve, presenting both seasoned sellers and aspiring entrepreneurs with new opportunities and challenges alike. In this blog, we'll explore the ever-changing world of Etsy, examining the latest trends, strategies, and insights to help you thrive in this bustling online marketplace. Whether you're a crafty artisan, a passionate creator, or a savvy business owner, join us as we unravel the secrets to success on Etsy in the year 2024 and beyond.




What is Etsy?

Before we discuss the latest Etsy information that will help your business succeed

in 2024, let's chat about Etsy a bit. Founded on the principle of connecting artists, crafters, and creators with a global audience, Etsy is a haven for all things handmade, unique, and one-of-a-kind. From handcrafted jewelry and personalized home decor to vintage treasures and custom artwork, Etsy offers a diverse array of goods that celebrate the ingenuity and passion of independent sellers around the world.


At the heart of Etsy lies a thriving community of artisans and entrepreneurs, each with a story to tell and a craft to share. With millions of active sellers and buyers spanning every corner of the globe, Etsy fosters a culture of connection, collaboration, and creativity. Whether you're a seasoned maker or a curious shopper, Etsy welcomes you into its virtual marketplace, where inspiration is boundless, and imagination knows no limits.


With its intuitive platform and commitment to supporting small businesses, Etsy empowers both sellers and buyers to embrace individuality, express themselves authentically, and celebrate the beauty of handmade craftsmanship. As a trusted destination for thoughtful gifts, unique finds, and unforgettable treasures, Etsy invites you to explore, discover, and connect with a world of creativity that knows no bounds.


Facts to Know



Growing Buyers

In 2023, Etsy experienced a remarkable surge in its active buyer base, reaching an impressive milestone of 92 million active buyers. This staggering increase represents a staggering 101% year-over-year growth, showcasing the platform's undeniable appeal and growing popularity among consumers worldwide. As Etsy continues to attract a diverse range of buyers seeking unique, handmade, and personalized goods, this significant uptick underscores the platform's pivotal role in shaping the future of e-commerce and reaffirms its status as a leading destination for artisans, crafters, and shoppers alike.


Repeat buyers

In a testament to Etsy's enduring appeal and the loyalty it inspires among its customers, a noteworthy 48% of buyers on the platform in the measured period were repeat shoppers. This substantial figure marks a remarkable increase of 660 basis points year-over-year, underlining the platform's ability to cultivate lasting relationships with its audience. The significant rise in repeat shoppers not only speaks volumes about Etsy's ability to deliver on its promise of unique, handcrafted goods but also underscores the trust and satisfaction that buyers have come to associate with the platform. As Etsy continues to prioritize customer experience and engagement, this uptick in repeat shoppers serves as a powerful testament to its ongoing success and its position as a go-to destination for discerning shoppers seeking authenticity and quality.


An increase in spending

In 2023, Etsy saw an impressive increase in its total trailing twelve months (TTM) gross merchandise sales (GMS) per active buyer, reaching a notable $126. This figure represents a substantial 22% year-over-year growth, highlighting the platform's ability to drive increased engagement and spending among its active user base. The rise in TTM GMS per active buyer underscores Etsy's effectiveness in delivering value and satisfaction to its customers, encouraging them to explore and purchase a diverse array of handcrafted, vintage, and unique goods. As Etsy continues to innovate and enhance its offerings, this upward trend in spending per buyer reaffirms its position as a leading player in the e-commerce landscape, trusted by millions to provide an unparalleled shopping experience tailored to individual tastes and preferences.


The loyalty is there

In a testament to Etsy's growing appeal and its ability to cultivate dedicated customers, the platform boasted a staggering 7.1 million habitual buyers in 2023. This remarkable figure represents an impressive 184% year-over-year increase, highlighting Etsy's effectiveness in nurturing long-term relationships with its audience. The rise in habitual buyers underscores the platform's success in delivering consistent value, quality, and personalized experiences that keep customers coming back time and again. As Etsy continues to innovate and expand its offerings, this surge in habitual buyers serves as a testament to its enduring influence and its status as a trusted destination for those seeking unique, handcrafted goods and a sense of community in the online marketplace.


In 2023, Etsy reported $13.2 billion in overall gross merchandise sales

In a testament to its growing influence and widespread appeal, Etsy reached new heights in 2023, boasting an impressive $13.2 billion in overall gross merchandise sales. This milestone not only solidifies Etsy's position as a powerhouse in the e-commerce landscape but also highlights the incredible success of its diverse community of sellers. From handmade crafts to vintage treasures, Etsy continues to captivate shoppers worldwide, offering a unique and personalized shopping experience that celebrates individuality and creativity. As we look ahead, this remarkable achievement serves as a testament to the enduring allure and boundless potential of the Etsy platform.


Why are shoppers shopping?



Etsy's data reveals an intriguing insight into the motivations behind gift purchases on its platform, with approximately 90% of total gift purchases being evenly distributed between holidays and personal events. This balanced split reflects the diverse range of occasions that prompt shoppers to seek out unique and meaningful gifts for their loved ones. Within this distribution, 45% of purchases are attributed to holidays and occasions, demonstrating the significance of traditional celebrations such as Christmas, Valentine's Day, and birthdays in driving gift-giving activity. Simultaneously, an equal 45% are earmarked for personal occasions, highlighting the importance of life milestones like weddings, anniversaries, and graduations in inspiring heartfelt gestures of generosity.


With just 10% of Etsy buyers shopping "just because," the overwhelming majority of shoppers on the platform are driven by a specific occasion or purpose, underscoring the deeply personalized and meaningful nature of their purchases. Whether it's celebrating a holiday, commemorating a personal milestone, or expressing spontaneous generosity, Etsy serves as a trusted destination for individuals seeking unique and heartfelt gifts tailored to their recipients. This statistic reflects the platform's ability to cater to the diverse needs and preferences of its discerning clientele, fostering a community where each purchase is infused with thoughtfulness and significance.


What are shoppers buying?



In 2023, Etsy's sales data unveiled a striking trend, with the top six categories collectively accounting for approximately 87% of the platform's gross merchandise sales (GMS). Leading the pack was the "Home & Living" category, capturing a significant portion of consumer spending with its diverse array of artisanal home decor, handmade furniture, and personalized household essentials. Following closely behind were "Jewelry & Accessories" and "Apparel," reflecting the enduring popularity of unique, handcrafted adornments and fashion-forward pieces among Etsy's discerning clientele. These categories not only showcase the platform's commitment to offering distinctive and customizable products but also underscore its ability to cater to consumers' evolving tastes and preferences in the realms of home decor and personal style.


Furthermore, the prominence of "Craft Supplies" and "Paper & Party" categories in Etsy's sales landscape highlights the platform's appeal to both creators and celebrants alike. From DIY enthusiasts seeking high-quality materials for their next project to party planners in search of bespoke invitations and decorations, Etsy provides a one-stop shop for all things creative and festive. Rounding out the top six is the "Toys & Games" category, reflecting the platform's ability to delight shoppers of all ages with its curated selection of handmade toys, educational games, and nostalgic treasures. Together, these six categories paint a vivid picture of Etsy's vibrant marketplace, where creativity flourishes, and every purchase tells a story.


Etsy's top categories not only reflect consumer preferences but also speak to the platform's role as a catalyst for entrepreneurship and artistic expression. By providing a platform for artisans, crafters, and small businesses to showcase their talents and reach a global audience, Etsy empowers creators to turn their passions into profitable ventures. The success of these top categories underscores the enduring appeal of handmade, customizable, and ethically sourced goods, positioning Etsy as a trailblazer in the world of e-commerce. As the platform continues to evolve and expand its offerings, it remains dedicated to fostering a community where creativity thrives, and shoppers can discover the perfect blend of quality, craftsmanship, and individuality in every purchase.


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