Etsy Statistics: Key Facts & Trends You Need to Know

Introduction

Etsy has distinguished itself in the e-commerce market by promoting individualism, creativity, and the empowerment of small businesses. Etsy relies on the allure of handcrafted goods, vintage treasures, and specialized crafts, in contrast to large internet merchants prioritizing scale and standardization. With millions of consumers and sellers engaging each month with handmade or vintage items, it has become a global center for independent entrepreneurship and conscientious buying.

In this blog, we’ll examine the most recent Etsy data to thoroughly understand the platform’s performance and potential future. We’ll review the essential facts and information that every Etsy user or e-commerce enthusiast should know, from basic performance metrics and user demographics to seller trends, customer behavior, and financial highlights. These statistics provide a valuable overview of Etsy’s changing environment.

If you’re an interested buyer, a prospective vendor, or someone simply exploring the e-commerce space, here’s what the numbers say about Etsy.

General Etsy Statistics

Since its inception in 2005, Etsy has grown significantly, transforming from a specialized marketplace for handcrafted goods to a global e-commerce network with millions of active shoppers and sellers. During the pandemic, Etsy’s gross merchandise sales (GMS) increased dramatically, reaching a record $13.5 billion in 2021.

Etsy’s revenue is still rising. This transition from quick growth to sustained monetization demonstrates Etsy’s flexibility and long-term outlook. Sellers, investors, and e-commerce aficionados must understand Etsy’s general statistics, including traffic volume, revenue trends, and product category performance. These measurements offer essential information on platform health, market demand, and new prospects in the fiercely competitive digital space.

According to Printful, in 2024, Etsy generated a gross merchandise sales volume (GMS) of $12.6 billion.
GMS is the total cash amount of goods sold on all Etsy marketplaces. This also applies to Etsy-owned Depop and Reverb.

In 2024, Etsy shops reached a new peak. The company announced a record $2.8 billion in revenue, a 2.2% increase over the previous year. Despite decreasing Etsy sales volume, this increase in marketplace revenue helped Etsy’s yearly net profits rise.

A robust Cyber Weekend and holiday season were major contributors to that rise. Q4 alone brought in $852 million in Etsy revenue, making it Etsy’s most profitable quarter ever.

The most popular online marketplace right now is Etsy. Approximately 400 million people visit Etsy each month. This traffic volume demonstrates Etsy’s enormous reach and emphasizes how congested the site is.

Around 88% of all gross goods sales on the Etsy marketplace are in just six product categories.
In 2024, Home & Living took the lead, followed by Apparel and Jewelry & Accessories. Craft Supplies, Paper & Party Supplies, and Toys & Games rounded out the top six.

In 2024, Etsy had over 100 million active listings, making it a crowded marketplace. This overwhelming number reflects Etsy shoppers’ wide range of interests and the platform’s diverse vendor base.

Etsy’s User Demographics

According to Skillademia, more than half of Etsy’s website traffic, specifically 57.77%, originates from American consumers. The remaining top nations are Australia in fifth position with 2.88%, Germany in fourth place with 4.09%, Canada in third place with 4.87%, and the United Kingdom in second place with 9.15%.

Based on statistics provided by Skillademia, we can infer that women make up most of Etsy’s user base, with 41.86% of visitors being men and 58.14% being women. Additionally, visitors between the ages of 25 and 34 comprise the greatest demographic, accounting for 29.63% of all traffic. The following represents the full age distribution of Etsy’s traffic:

• People aged 25 to 34 (29.63%)
• Ages 35 to 44 (18.28%)
• Those aged 18 to 24 (17.53%)
• Individuals aged 45 to 54 (15.06%)
• Those aged 55 to 64 (11.71%)
• Senior citizens (7.79%)

Etsy’s Marketplace Performance

According to Link My Books, Etsy is a marketplace worth $12.5 billion that influences e-commerce culture worldwide. Its revenue was $2.808 billion in 2024, a slight increase of 2.18% from the year before, but a decrease from the epidemic boom of 2020–2021. With 8.1 million merchants and 95.5 million active customers, the market is becoming more competitive, and customer expectations are changing.

The demand for handmade and home-focused goods and moves toward online purchasing during the pandemic were significant factors in Etsy’s 2021 peak of $13.5 billion in gross merchandise sales (GMS), up from $10.2 billion in 2020.

After that peak, there was a three-year correction:

• Etsy’s gross merchandise sales for 2022: $13.3B (-1.5%)
• GMS for 2023: $13.1B (-1.5%)
• GMS for 2024: $12.5B (-4.5%)
• 2025 GMS: Estimated to be around $11.2 billion

Some points to consider:

• Q1 2025 Performance: Etsy’s consolidated GMS of $2.8 billion was a 6.5% decrease from the previous year.
• Consistent Decline: This decline indicates a decreasing trend and is consistent with a pattern seen in prior quarters.
• Annual Projection: If the current pace of reduction continues, it is realistic to expect a total GMS of approximately $11.2 billion for 2025, down from $12.5 billion in 2024.

Etsy’s revenue is increasing despite a drop in sales volume:

• Revenue for 2020: $1.726B
• Revenue for 2023: $2.748B
• Revenue for 2024: $2.8 billion (+2.2% YoY)
• Revenue for 2025: around $2.9 billion

Even if GMS remains unchanged, Etsy’s income is anticipated to increase going forward due to the following factors:

• Profiting from AI-powered search functions and machine learning
• Expanding the scope of promoted listing initiatives
• Increased use of mobile apps (currently accounting for 42% of GMS)

Etsy Seller Statistics

Next, we move on to Etsy seller stats as reported by Ecommerce Bonsai to uncover questions like: What are they selling? Do active sellers run their companies independently? From where do they originate?

What Kinds of Sellers Are There on Etsy?

Around 86% of the 4,000 US-based retailers surveyed by Etsy are women. By a factor of two, they are more likely to be young adults. Around 17% of them earn less than $25,000 per year, and 56% of active Etsy sellers have a college degree. Their typical age is 39.

How Many Etsy Sellers Run Their Business Solely?

Around 88% of Etsy sellers are sole proprietors. Just 12% of respondents claimed to have unpaid family or friends assist them in managing their enterprises. Only 5% of merchants use assistants. Furthermore, according to 83% of handcrafted merchants, they are self-taught. While 83% depended on their savings, 65% said they required some assistance with initial cash. Just 1 percent of them borrowed money to get started.

What Kinds of Goods Should You Sell on Etsy?

According to recent data from Etsy, the search phrase “black satin dress” has increased by 193% year over year (YoY). The phrase “emerald green velvet dress” also saw a 28% YoY increase. Additionally, the keyword “preppy pajamas” has increased by an astounding 1,112% year over year. The word “emerald green wall art” increased by 158% year over year, suggesting a desire for everything emerald green in terms of décor. Additionally, interest in “eclectic home decor” grew by 719% year over year. Since it increased 336% yearly, selling “modern candles” would also be smart.

Etsy Buyer Statistics

According to Link My Books, Etsy users have increased significantly, from about 40 million before the epidemic to 96.6 million active Etsy buyers in early 2024. But by Q4 2024, there were only 89.6 million active buyers, a 2.6% decrease from the previous year. This reduction, as well as the GMS contraction, raises concerns regarding buyer engagement and retention.

Unless platform enhancements and customization tools help re-engage dormant customers, active Etsy purchasers will decline to below 88 million by 2025.

Despite consistent revenue growth, Etsy’s stock price has dropped by almost 40% from its pandemic-era peak of $317 (2021) to less than $48 in May 2025, according to Yahoo Finance’s 5-year stock chart for Etsy Inc.

Investors right now worry about a dwindling GMS and customer base and heightened competition in the e-commerce market.

Etsy Financial Performance

Regarding Etsy’s financial performance this year, it has been a good year so far for the marketplace. Let’s have a look at the economic performance highlights for the first quarter of 2025, according to Nasdaq:

• At $2.8 billion, consolidated GMS was down 5.7% on a currency-neutral basis and 6.5% year over year.
• The Etsy marketplace GMS was worth $2.3 billion, a decrease of 8.9% from the previous year and 8.1% when adjusted for currency.
• Etsy shop stats were 88.5 million; active buyers fell 3.4% from the previous year.
• Etsy acquired 4.8 million new buyers and reactivated 6.5 million existing buyers, a 2.1% increase over the previous year.
• On a trailing 12-month basis, the Etsy marketplace’s GMS per active buyer fell 3.5% year over year to $120.
• There were 6.2 million regular buyers, a 11.0% decrease from the previous year.

At the end of the first quarter, Etsy had $997.2 million in cash and cash equivalents, along with short—and long-term investments. In the first quarter of 2025, Etsy repurchased 3.7 million shares of its common stock, totaling around $189 million, under its stock buyback program. A 10b5-1 plan was used to purchase these shares.

Etsy Market Share

According to 6 Sense, Etsy is anticipated to hold a 0.07% market share in the e-commerce platform industry by 2025. Around 2,738 businesses worldwide use Etsy as an e-commerce platform tool, demonstrating its specialized market position. After a decline, the platform’s GMS is expected to stabilize at around $11.2 billion. While negotiating a cutthroat e-commerce market, Etsy continues to concentrate on enhancing its reputation as a place to find distinctive presents and goods.

Etsy Mobile Usage

When it comes to mobile usage, the numbers are based on the Etsy app downloads that users download on their mobile phones to make purchases. The Etsy buyer app had over 1.9 million downloads worldwide as of March 2025. The US is the largest market, with over 81 million app downloads between 2015 and March 2025. The Etsy seller app received over 355,000 downloads in March 2025, according to Statista.

Etsy Customer Satisfaction

According to CapitalOne Shopping, most Etsy shoppers believe the site is unique, and many of them are repeat customers—those who have made at least six purchases on Etsy in the previous 12 months and spent more than $200. Around 96.459 million people made purchases on Etsy in 2024. Around 7.5% of Etsy’s 6.75 million users are regular shoppers. The number of repeat customers fell 13.4% year over year in 2024.

The typical Etsy user spends $131.68 a year on the site. Habitual purchasers accounted for almost 41% of GMS in 2024, a decrease of 2.38% year over year. In 2023, mobile consumers bought 68% of consolidated GMS, an increase of 1.49% year over year. In 2024, 46% of GMS had a buyer or seller based outside the US.

Conclusion: Why Etsy is a Game-Changer

By developing a platform that supports independent sellers—the majority of whom are women, self-taught, and operating solo businesses—Etsy has completely transformed the e-commerce industry. Etsy relies on originality, unlike typical marketplaces dominated by mass-produced goods. Etsy distinguishes itself from large retail companies by providing customers with an experience focused on creativity and individuality, with over 100 million active listings and a strong emphasis on handmade, vintage, and niche products.

Etsy continues to grow its income, reaching a record $2.8 billion in 2024, despite a reduction in gross goods sales, which dropped from $13.5 billion at its epidemic peak to a projected $11.2 billion in 2025. Clever monetization techniques, such as promoted listings, mobile-first purchasing (currently 42% of GMS), and AI-powered search tools that improve consumer experience and seller visibility, drive this shift from volume to value. Etsy’s resilience is demonstrated by its capacity to develop and adapt while preserving its artisan-focused ethos.

With 96 million active purchasers and around 400 million monthly visits in 2024, Etsy has built a devoted customer base and a global presence. The site serves as a cultural hub for self-expression and considerate gifting in addition to being a marketplace. Etsy is positioned to be a real game-changer in the future of e-commerce because of its emphasis on individuality, community, and quality, even as competition heats up and customer preferences shift.