14 Interesting Etsy statistics you need to know in 2026

Etsy is one of the most recognizable online marketplaces in the world. Known for handmade items, jewelry, vintage items, and creative craft supplies, the platform connects millions of buyers and sellers globally.

How big is Etsy today, and what do the latest Etsy statistics reveal about selling on the platform? This article breaks down updated Etsy stats covering sellers, buyers, traffic, revenue, and buyer behavior to help you understand where the marketplace stands in 2026.

Whether you already run an Etsy shop, are researching the eCommerce market, or are considering selling print-on-demand products, these data-backed insights show how Etsy is performing and what trends matter most right now.

Key takeaways

• Etsy remains one of the world’s largest online marketplaces, with strong revenue driven by high traffic, repeat buyers, and steady demand for personalized and handmade items, even as the broader eCommerce market faces slower growth.

• Competition has increased as active sellers returned to growth, pushing Etsy sellers to optimize their listings with better keywords, tags, and search terms to rank higher in Etsy search results and capture buyer attention faster.

• Buyer behavior on the platform shows a clear focus on personalized products, jewelry, craft supplies, and home-focused product lines, which continue to rank among Etsy’s best-selling items across multiple time periods.

• Mobile usage dominates discovery, with most Etsy visitors arriving via mobile devices or the Etsy app, while desktop traffic drives deeper engagement, longer sessions, and higher-value purchases.

• Successful Etsy shops in 2026 are increasingly run by multi-channel sellers who combine Etsy marketing tools, Etsy ads, and the Etsy seller app to manage traffic, reach repeat customers, and reduce reliance on a single source of direct traffic.
  
  

Statistics Etsy sellers need to know in 2026

Etsy continues to evolve as competition increases and buyer expectations shift. The Etsy statistics below highlight where active sellers should focus in 2026, from traffic and sales trends to demographics and product demand.

1. Etsy’s gross merchandise sales reached $12.72 billion

Gross merchandise sales (GMS) represent the total value of all items sold across the Etsy marketplace, including previously owned platforms like Depop and Reverb.

In 2024, Etsy’s GMS totaled $12.72 billion, down roughly 3% from the $13.16 billion reported in 2023 (Marketplace Pulse). Q3 2025 reports indicate that quarterly GMS was $2.72 billion, as the platform navigated a shifting economic landscape. Etsy attributed these fluctuations to cautious consumer spending and ongoing macroeconomic pressure affecting online purchases.

2. Etsy generated record revenue of $2.85 billion

While Etsy’s GMS saw some softness, Etsy's revenue continued to grow. For the twelve months ending September 30, 2025, Etsy reported $2.85 billion in total revenue, a 1.98% year-over-year increase (Macrotrends).

Marketplace revenue growth has been a key driver for Etsy’s annual net income. In Q3 2025 alone, revenue was $678 million, up 2.4% on an as-reported basis (Etsy Investor Relations). This indicates that despite lower sales volumes, the platform is effectively monetizing through tools like Etsy Ads and payment processing.

3. Roughly 454 million people visit Etsy each month

Etsy remains a high-traffic platform. Recent traffic data shows that Etsy attracts approximately 454.6 million visitors per month globally (Yaguara).

This traffic gives sellers massive exposure but also means increased competition. With so many listings competing in Etsy search, sellers need strong visuals, optimized keywords, and clear value propositions to convert visitors into buyers.

4. Six product categories generate nearly 90% of Etsy’s GMS

Etsy reports that six categories account for roughly 87% to 88% of gross merchandise sales on the platform:

• Home and Living (~34% of GMS)

• Jewelry and Accessories

• Apparel

• Craft Supplies

• Paper and Party Supplies

• Toys and Games

These categories consistently dominate Etsy sales (LinkMyBooks). For sellers, this concentration highlights both a massive opportunity and high competition within these popular niches.

5. Etsy hosts more than 100 million active listings

The Etsy marketplace remains extremely crowded. As of 2026, the platform hosts over 100 million active listings (Analyzify).

For sellers, success depends on more than just adding products. Optimizing listings for search, refining tags, and improving product photography are critical for standing out.

6. Active Etsy sellers reached 8.1 million

If you’re wondering how many Etsy sellers there are today, the number has grown as more entrepreneurs join the creator economy. Recent data indicates there are now 8.1 million active Etsy sellers (Yaguara).

While seller numbers declined in previous years due to platform cleanup and increased competition, current figures show a resilient creator community. Sellers face higher expectations from buyers who are increasingly looking for high-quality, professional-grade service.

7. Etsy has over 86 million active buyers

Etsy’s buyer base remains substantial. As of late 2025/early 2026, the platform reports 86.6 million active Etsy buyers, defined as users who made at least one purchase during the past 12 months (Marketplace Pulse).

While this is a 5% year-over-year decrease from previous peaks, the count of 93.1 million consolidated active buyers across the entire Etsy house of brands (including Depop) remains strong (Etsy Investor Relations).

8. Repeat buyers make up a large share of Etsy customers

Repeat buyers are central to Etsy’s long-term performance, with approximately 36.9 million reported (Yaguara). These are individuals who made purchases on two or more days during the past year.

Repeat customers tend to spend more and respond better to Etsy marketing and Etsy ads. For sellers, building brand recognition and consistent quality helps capture this valuable audience.

9. Habitual buyers are a vital growth segment

Habitual buyers are Etsy’s highest-value customers, defined as those who spent $200 or more and made purchases on six or more days during the past year.

In the most recent reporting period, Etsy reported 6 million habitual buyers (Etsy Investor Relations). This group represents a loyal core that helps stabilize Etsy's revenue during slower economic periods.

10. 86% of Etsy sellers are women running solo businesses

Etsy demographics continue to reflect the platform’s creator-first focus. Approximately 86% of Etsy sellers identify as women (Institute for Women's Policy Research).

Roughly 9 out of 10 Etsy sellers operate their shop alone (Printful). Most sellers work from home, highlighting Etsy’s importance for independent creators and small business owners globally.

11. Etsy users skew toward younger millennials

Etsy attracts a wide age range, but younger adults are the dominant demographic. According to the latest traffic share data (Yaguara):

• Users aged 25-34 account for 28.91% of Etsy traffic.

• Ages 35-44 make up roughly 18.27%.

• Ages 18-24 represent around 17.52%.

This mix makes Etsy highly appealing to both Gen Z trend-seekers and millennials with established purchasing power.

12. One-third of Etsy sales involve personalized products

Personalization remains a defining Etsy trend and a cornerstone of the print-on-demand business model. Etsy reports that around 33% of all Etsy sales involve personalized or customized items.

Buyers often come to Etsy specifically for made-to-order products. This makes customization a strong opportunity for sellers offering print-on-demand or personalized designs.

13. Mobile traffic drives 64% of visits

While the Etsy app is a popular way to shop, mobile browser traffic is equally significant. Current data shows 64.49% of visitors come from mobile devices, while desktop drives 35.51% of visits.

Mobile sales on the Etsy app itself represent approximately 46% of total GMS. This underscores the need for sellers to ensure their shop and listings are perfectly optimized for smaller screens.

14. Average session duration exceeds 9 minutes

Etsy visitors are becoming more engaged over time. Recent data indicates an average session duration of 9 minutes and 30 seconds on the site.

However, there’s a clear divide: desktop users spend more time browsing than mobile users. This means Etsy sellers must capture attention quickly with strong imagery while providing enough detail for the deep-browsing desktop shopper.

The 3 most important takeaways from Etsy statistics for 2026

Based on the data and trends discussed above, here are the three most important things to keep in mind for your strategy in 2026.

Etsy sales softened, but revenue and buyer quality remain strong

While Etsy’s GMS has seen slight year-over-year declines, Etsy revenue and the presence of millions of habitual buyers show that the platform continues to monetize its audience effectively.

Personalized and home-focused products dominate

Home decor, jewelry, and personalized items remain among the best-selling items on Etsy, reinforcing the platform’s focus on unique and meaningful products.

Mobile traffic is high, but desktop drives deeper engagement

Etsy visitors increasingly discover products on mobile, while desktop shoppers browse longer and view more listings before purchasing.

How Reverb’s sale influences Etsy stats for 2026

You may have noticed some surprising dips in the consolidated numbers this year – and for good reason. Etsy officially completed the sale of Reverb on June 2, 2025.

What exactly is Reverb? Think of it as the "Etsy for musicians." It’s a specialized online marketplace dedicated to new, used, and vintage musical instruments. Etsy acquired the platform in 2019 but sold it in mid-2025 to a buyer group led by Servco Pacific Inc. and Creator Partners.

This sale significantly impacts how we read Etsy statistics in 2026:

• The "optical" sales drop: Because Reverb is no longer part of Etsy's portfolio, Etsy’s "as reported" consolidated gross merchandise sales (GMS) will look lower. For example, in Q3 2025, consolidated GMS appeared down 6.5% year over year. However, excluding Reverb, the core Etsy marketplace outperformed expectations with a 0.9% growth.

• A leaner user base: Total active users dropped because music-gear enthusiasts are no longer being counted in the consolidated totals. As of late 2025, the core Etsy marketplace held a solid 86.6 million active buyers.

• Better profitability metrics: Interestingly, the sale helped the platform's revenue take rate. Reverb had lower fees than the main site, so without it, Etsy’s consolidated take rate jumped to nearly 25%.

Keep track of eCommerce trends with Printful

These Etsy statistics show a platform that’s evolving, competitive, and full of opportunity. For sellers using Print on Demand, Etsy remains a powerful channel when paired with strong design, clear niches, and optimized listings.

On the Printful blog, you’ll find updated eCommerce data, platform insights, and practical guides to help you grow across multiple sales channels.