From artisan crafts and vintage treasures to digital masterpieces, Etsy is home to a diverse community of sellers and buyers totalling over 100 million.
Valued at $8.96 billion, the platform stands out as one of the best global marketplaces that promote creativity, uniqueness, and human connection.
Here, we share some of the most important Etsy statistics from trusted sources, offering valuable insights into its massive impact on the global market.
You will explore key statistics that highlight:
along with innumerable insights into what makes Etsy a top global marketplace.
Let’s get started and explore the numbers that tell the story of Etsy’s dynamic ecosystem, shedding light on trends, strategies, and opportunities that define the future of online shopping.
97% of Etsy sellers run their shops from their homes.
Why Important: This high percentage indicates that Etsy provides a platform conducive to home-based businesses, which might appeal to individuals seeking flexible work environments.
82% of Etsy shops are run by one person.
Why Important: The predominance of single-person operations highlights the entrepreneurial nature of Etsy sellers and suggests that the platform is accessible for individual business owners.
80% of Etsy sellers identify as women.
Why Important: This statistic reflects gender representation on the platform and indicates that Etsy is a particularly popular choice for female entrepreneurs. It might also influence the types of products offered and the marketing strategies of the sellers.
79% of Etsy sellers consider their Etsy shop to be a business.
Why Important: A significant majority of Etsy sellers are serious about their endeavors and likely approach their Etsy shop with a business mindset, focusing on growth and sustainability.
61% of Etsy sellers sold for the first time on Etsy.
Why Important: This could indicate that Etsy is a starting point for many individuals looking to enter e-commerce. This percentage may also suggest that Etsy is effective in attracting new sellers, potentially because of its user-friendly platform and community support structures.
54% of Etsy sellers are multi-channel sellers.
Why Important: Over half of Etsy sellers are not solely reliant on Etsy and sell through multiple channels. This diversification can help mitigate risks associated with relying on a single platform and may also suggest that Etsy sellers are looking to expand their reach and customer base.
44% of Etsy sellers use their Etsy income to cover household expenses like bills, rent, and food.
Why Important: This significant proportion indicates that nearly half of the sellers depend on their Etsy income to support their livelihood. This reliance underscores the economic impact of Etsy on individual sellers and highlights the platform’s role in the broader gig economy.
34% of Etsy sellers were pursuing their creative business as their sole occupation.
Why Important: A third of Etsy sellers are fully committed to their craft as their primary source of income, suggesting that the platform can support full-time entrepreneurship. However, it also highlights that a majority have other sources of income, which might include additional jobs or businesses.
25% of Etsy sellers live in rural areas.
Why Important: A quarter of Etsy sellers are based in rural areas, indicating that the platform provides economic opportunities beyond urban centers. This can be vital for the economic health of these areas and demonstrates the reach of digital marketplaces in providing access to global markets, regardless of geographic location.
Etsy has over 100 million items listed for sale on its platform.
Why Important: This figure represents the vast range of products available to consumers, showcasing the diversity and breadth of offerings from sellers worldwide. The sheer volume of items for sale highlights Etsy’s significant position in the online marketplace, catering to various interests and needs, from handmade goods and vintage items to craft supplies and unique personal gifts.
Visits in December were 651.42 million, a 6.06% increase from November.
Why Important: Etsy experienced a significant uptick in traffic compared to the previous month. This could be indicative of successful marketing efforts, seasonal shopping patterns, or other factors that have drawn more visitors to the site.
Pages per Visit of Etsy’s was 4.47.
Why Important: Visitors are browsing through multiple pages per session, which suggests they are engaging with the content on Etsy and not just landing on one page and leaving. It indicates good user engagement and interest in the products listed on the site.
Average Visit Duration: 12 minutes and 29 seconds.
Why Important: Visitors are spending a considerable amount of time on the site per visit, further emphasizing strong engagement and interest in the marketplace’s offerings.
Bounce Rate of Etsy’s was 44.85%.
Why Important: The bounce rate, which is the percentage of visitors who navigate away from the site after viewing only one page, is relatively high. While not uncommon for ecommerce platforms, this could point to opportunities for Etsy to further optimize user experience or enhance the initial landing pages to encourage deeper navigation within the site.
Total Visits of Etsy’s in the Last 3 Months in 2023 were:
Why Important: There has been a steady increase in site visits over the last quarter. The growth in visits each month could be attributed to the holiday shopping season or other seasonal factors that traditionally lead to increased e-commerce activity.
In the United States, there were 386.05 million visits to Etsy, accounting for 59.26% of the total visits, with a device split of 34.37% desktop and 65.63% mobile.
Why Important: The majority of Etsy’s traffic comes from the United States, and a significant portion of that is from mobile devices, indicating the importance of mobile optimization for the U.S. market.
In the United Kingdom, there were 55.69 million visits to Etsy, constituting 8.55% of the total visits, with a device split of 31.82% desktop and 68.18% mobile.
Why Important: The UK is the second-largest source of traffic for Etsy, with a strong mobile usage. This suggests that Etsy’s mobile platform should be tailored to cater to the UK audience as well.
In Germany, there were 31.95 million visits to Etsy, making up 4.91% of the total visits, with a device split of 28.83% desktop and 71.17% mobile.
Why Important: German users show the highest proportion of mobile use among the top five countries, emphasizing the trend towards mobile shopping in European markets.
In Canada, there were 25.32 million visits to Etsy, accounting for 3.89% of the total visits, with a device split of 34.8% desktop and 65.2% mobile.
Why Important: Canada contributes a significant percentage of traffic with a fairly balanced device usage, suggesting the need for a responsive design that provides a consistent experience across devices.
In France, there were 17.47 million visits to Etsy, representing 2.68% of the total visits, with a device split of 28.45% desktop and 71.55% mobile.
Why Important: French users also predominantly access Etsy on mobile devices, which aligns with the global trend of increasing mobile e-commerce.
There has been a decline in backlinks from approximately 235 million in July to about 220 million in December.
Why Important: Over the six-month period, Etsy has seen a significant reduction in the number of backlinks by around 15 million. This downward trend could suggest that fewer pages are linking back to Etsy, which may affect its search engine rankings if these backlinks were from authoritative sources.
The number of referring domains has increased from just over 1.05 million in July to nearly 1.15 million in December.
Why Important: Etsy has gained approximately 100,000 new referring domains over six months. This growth indicates a broadening base of unique domains that find Etsy’s content valuable enough to link to, which is a strong signal of trust and can positively influence search engine algorithms.
Consolidated Gross Merchandise Sales (GMS) of Etsy is $3.0 billion, marking a 1.2% increase from the previous year, but with no significant change when adjusting for currency fluctuations.
Why Important: The GMS indicates the total sales value through the platform, serving as a key indicator of its market activity and health. The year-over-year growth, despite being modest, suggests resilience in the face of economic uncertainties and strategic shifts like the divestiture of Elo7.
Etsy Marketplace GMS reached $2.7 billion, with a 1.0% increase from the previous year and a slight 0.3% decrease on a currency-neutral basis.
Why Important: Etsy’s core marketplace continues to sustain its business, albeit with modest growth. The slight decline on a currency-neutral basis highlights the impact of global currency fluctuations on its international business.
Etsy reported that active buyers increased by 3.4% to 97.3 million. This includes a resurgence in U.S. buyer growth, strong international buyer growth, 6 million reactivated buyers (up 19%), and 6 million new buyers.
Why Important: Active buyers are crucial for Etsy’s ecosystem, driving demand for products. Growth in this area, especially reactivating and acquiring new buyers, indicates effective engagement strategies and a strong market position.
Active Etsy sellers grew by 19.0% to 8.8 million.
Why Important: The growth in active sellers and buyers reflects the platform’s expanding ecosystem, crucial for driving more transactions and, consequently, GMS.
GMS per Active Buyer decreased by 6% year-over-year to $127, though showing signs of stabilization. The number of habitual buyers remained steady at 7 million.
Why Important: A decline in GMS per active buyer suggests that, on average, each buyer is spending less. Stabilization in this metric and the steady number of habitual buyers are positive signs, pointing towards potential for future growth.
International GMS accounted for 47% of total GMS, with a 7% year-over-year increase, showcasing accelerated positive trends outside the U.S.
Why Important: This growth underscores Etsy’s expanding global footprint and the increasing acceptance of its marketplace beyond the United States, contributing to its diversity and resilience.
Consolidated Net Income rose dramatically to $87.9 million, a significant increase primarily due to a prior year’s impairment charge. The net income margin was 13.8%, and earnings per share were $0.64.
Why Important: The sharp increase in net income, despite being influenced by last year’s charges, reflects strong profitability and financial health. The net income margin and earnings per share provide insights into the company’s efficiency and profitability.
Adjusted EBITDA reached $182.2 million, with a margin of 28.6%.
Why Important: The Adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization) and its margin highlight Etsy’s operational efficiency and its ability to generate profit from its core operations, excluding one-off items and financial anomalies.
Etsy concluded the quarter with $1.1 billion in cash and investments. It repurchased $297 million worth of its own stock, showing confidence in its financial stability and future prospects.
Why Important: High liquidity and stock repurchases signal strong financial health and management’s belief in the company’s intrinsic value, often seen positively by investors.
This analysis encapsulates Etsy’s third-quarter lustrating its strategic positioning and operational strengths amidst challenges, with a keen focus on growth areas and financial stability.
Marketplace revenue grew by 3.9% to $460.9 million, whereas services revenue saw a significant increase of 16.2% to $175.4 million for the quarter.
Why Important: This differentiation highlights the increasing importance of supplementary services (like ads and payment processing) in driving revenue growth, underscoring the company’s ability to leverage its platform beyond mere transaction fees.
Gross Profit rose by 6.5% to $447.5 million for the quarter, showing a healthy increase in profitability.
Why Important: The increase in gross profit indicates effective cost management and the ability to translate higher revenue into actual profit, showcasing operational efficiency.
Operating Expenses dramatically decreased by 73.9% to $358.9 million for the quarter, largely due to a prior year’s impairment charge.
Why Important: The significant reduction in operating expenses reflects a non-recurring expense in the previous year and shows a more normalized operational cost structure without such extraordinary items.
Net Income (Loss) improved remarkably from a loss of $963.1 million to a profit of $87.9 million for the quarter.
Why Important: This turnaround from a substantial loss to profit emphasizes the impact of last year’s impairment charge and the company’s ability to recover and generate profit within a year.
The percentage of listings with an Expected Delivery Date increased from 69% in Q3 2020 to 99% in Q3 2023.
Why Important: The availability of an expected delivery date on listings went from being on just over two-thirds to virtually all listings. This demonstrates a commitment to transparency, allowing customers to have a clear expectation of when their items will arrive, which is a critical factor in purchasing decisions and customer satisfaction.
Percentage of U.S. domestic orders over $10 that have tracking information improved from 94% in Q3 2020 to 99% in Q3 2023.
Why Important: This near-universal provision of tracking information for orders above $10 shows that customers can now almost always monitor their order’s journey. This level of service likely reduces customer anxiety about order status and can lead to a decrease in customer service queries regarding order whereabouts.
Delivered on time in the U.S. last Holiday season was over 98%.
Why Important: Achieving over 98% on-time delivery during what is presumably the busiest time of year is indicative of a robust and reliable logistics operation. High on-time delivery performance is particularly critical during the holiday season, as it can impact customer loyalty and the platform’s reputation.
Percentage of listings (excluding digital items) with a policy of “accepts returns,” which are clearly visible at the listing level increased from less than 10% in Q3 2022 to about 40% in Q3 2023.
Why Important: There’s a significant increase in the visibility of return policies, with four times as many listings showing this information clearly. This change can greatly influence purchasing decisions, as a clear, visible return policy provides buyers with a sense of security and may reduce hesitancy in committing to a purchase.
Q3 2023 Revenue was $636M, up 7.0% year-over-year.
Why Important: The platform has experienced a revenue increase, indicating healthy business growth and an expanding market presence.
Take rate was 20.9%.
Why Important: The take rate indicates the percentage of sales revenue the platform retains from the transactions it processes. A take rate of 20.9% is relatively high, reflecting the platform’s ability to monetize its transactions effectively.
Etsy Marketplace Increased Product Launches up~40% year-over-year from Q3 2022 to Q3 2023.
Why Important: Etsy has significantly increased the number of product launches, indicating an aggressive strategy to innovate and expand its offerings. This may be aimed at keeping the marketplace fresh and attractive to users.
Consolidated Product Development Spend Grew from $108 million in Q3 2022 to $114 million in Q3 2023, while the percentage of revenue dedicated to product development decreased from 18.2% to 17.9%.
Why Important: The increase in spending reflects continued investment in product development, yet the decrease in the percentage of revenue spent indicates improved efficiency or revenue growth outpacing the growth in product development spend. This suggests that Etsy is achieving better leverage on its product development investments.
Growth in Revenue per Headcount for Etsy Marketplace Since 2019 increased by 57% from $0.8 million to $1.3 million.
Why Important: There is a substantial increase in revenue generated per employee, which typically suggests improvements in operational efficiency and productivity. This is a positive sign for the company’s scalability and financial health.
Consolidated Performance & Brand Marketing Spend saw a decrease of 4% year-over-year, while performance marketing increased by 16% year-over-year from Q3 2022 to Q3 2023.
Why Important: A 4% reduction in marketing spend indicates a move towards more efficient or strategic marketing, aiming for profitability or a sharper market focus. Meanwhile, a 16% increase in performance marketing highlights a focus on direct, measurable growth strategies, suggesting adaptability and an effort to drive rapid expansion and customer acquisition.
The consolidated quarterly marketing spend has slightly decreased from $245 million in Q4 2022 to $161 million in Q3 2023, with marketing spend as a percentage of revenue decreasing from 30% to 25%.
Why Important: The decrease in both absolute spend and as a percentage of revenue indicates that Etsy is potentially improving the efficiency of its marketing spend or experiencing growth in revenue, or both. This suggests a more disciplined approach to marketing investment, focusing on maximizing the impact of each dollar spent.
The top 4 categories, which are Home & Living, Jewelry & Accessories, Apparel, and Craft Supplies, represented more than 75% of the Total Etsy Marketplace GMS in Q3 23.
Why Important: For sellers, this highlights key areas for growth and product focus, enhancing sales opportunities. For buyers, it indicates a wide selection in popular categories, improving their shopping experience on Etsy.
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Cash and Cash Equivalents decreased to $741,958,000 in Q3 2023 from $921,278,000 as of December 31, 2022.
Why Important: There is a noticeable reduction in liquid assets. This could be due to operational expenditures, investment activities, or other financial strategies that involved spending cash.
Short-term Investments decreased to $234,930,000 in Q3 2023 from $250,413,000 as of December 31, 2022.
Why Important: This further indicates a reduction in highly liquid investment assets. The company may be using these investments to fund operations or strategic initiatives.
Accounts Receivable, Net decreased to $19,410,000 in Q3 2023 from $27,888,000 as of December 31, 2022.
Why Important: The decrease suggests that the company has collected more on its receivables or is billing less for its services/products, which could affect liquidity.
Funds Receivable and Seller Accounts decreased to $221,958,000 in Q3 2023 from $233,961,000 as of December 31, 2022.
Why Important: This line item represents the funds due to sellers on the platform. A decrease could be due to a lower volume of sales or faster payout to sellers.
Property and Equipment Net slightly decreased to $245,806,000 in Q3 2023 from $249,744,000 as of December 31, 2022.
Why Important: There is a small decline in the value of property and equipment, which may be due to depreciation or disposal of assets.
Intangible Assets, Net and Other Current and Noncurrent Assets increased to $847,674,000 in Q3 2023 from $813,953,000 as of December 31, 2022.
Why Important: The company has increased its intangible assets or other assets, possibly through acquisitions or investment in intangible assets.
Total Assets decreased to $2,449,197,000 in Q3 2023 from $2,634,961,000 as of December 31, 2022.
Why Important: There is an overall decrease in total assets, which could impact the company’s financial stability and future investment capacity.
Total Liabilities decreased to $3,071,725,000 in Q3 2023 from $3,182,235,000 as of December 31, 2022.
Why Important: The company has reduced its total liabilities, which is a positive sign for its debt management and financial health.
Total Stockholders’ Deficit increased to $(622,528,000) in Q3 2023 from $(547,274,000) as of December 31, 2022.
Why Important: The increased deficit indicates that the company has more liabilities than assets, which raises concerns about its financial stability and potentially its ability to raise capital or secure loans.
Cost of Revenue rose to $188,827,000 in Q3 2023 from $174,401,000 in Q3 2022.
Why Important: The increase in cost of revenue is lower than the increase in revenue, which suggests the company is scaling efficiently, with costs not rising as steeply as revenue.
Marketing Revenue increased to $160,936,000 in Q3 2023 from $147,242,000 in Q3 2022.
Why Important: There’s an increase in marketing revenue, which could be a strategic move to capture more market share or enhance brand recognition.
Operating Expenses decreased significantly to $358,919,000 in Q3 2023 from $1,374,848,000 in Q3 2022.
Why Important: The decrease is largely due to the absence of the previous year’s asset impairment charges. Lower operating expenses contribute to more income from operations.
Net Income (Loss) per Share (Diluted) increased to $0.64 in Q3 2023 from a loss of $7.62 per share in Q3 2022.
Why Important: On a per-share basis, the company has recovered from a significant loss to a profitable status, which is favorable for shareholders.
Distribution of Etsy Inc. employees in the United States as of December 2022, by ethnicity
Today, we took a close look at Etsy, focusing on its key stats and what they tell us about the platform.
It’s clear that for many, Etsy is not just a side project but a real business that helps cover living costs. The stats on site visits show more people are checking out Etsy, spending time on it, and browsing through different pages, which is great for sellers.
We also touched on how Etsy is reaching customers worldwide, not just in the U.S., and how it’s adapting to online shopping trends like mobile use. The financials show Etsy is doing well, making money, and investing back into the platform to keep growing.
In short, Etsy is a big deal for small businesses and shoppers looking for unique items. It’s managing to keep up with the digital world’s demands while providing a space for creative and entrepreneurial folks to thrive.
Here are the sources we’ve used to craft the top Etsy statistics:
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