Etsy generated record-high revenue of $2.8 billion in 2024
Even as sales dipped, Etsy hit a new high in 2024. The marketplace reported a record $2.8 billion in Etsy revenue, up 2.2% from the year before. This growth in marketplace revenue came despite lower sales volume, and it contributed to Etsy’s strong annual net income.
That growth came largely from a strong Cyber Weekend and holiday season. In fact, Q4 alone brought in $852 million in Etsy revenue, making it Etsy’s most profitable quarter ever.
Etsy’s betting on continued momentum as it approaches its 20th anniversary. As Josh Silverman, CEO of Etsy, notes, the popular platform is in a unique position to appeal to sellers and buyers alike:
“For the past two decades, Etsy has been the home for creativity and self-expression. In today’s world of automation and generic, commoditized goods, we believe our mission has never been more important.”
Roughly 400 million people visit Etsy every month
Etsy is the hotspot of online marketplaces. Every month, the platform hosts roughly 400 million Etsy visitors. That level of traffic shows Etsy’s massive reach—but also highlights how crowded the platform is.
To make the most of that traffic, sellers need to grab attention quickly. Clear photos, strong product descriptions, and well-placed keywords can help turn casual browsers into buyers.
Etsy traffic by country. Source: SEMRush
6 Etsy product categories make up 88% of gross merchandise sales
Think Etsy is just about vintage items and party supplies? Turns out, just 6 product categories account for a massive 88% of all gross merchandise sales on the Etsy marketplace.
Home & Living led the pack in 2024, followed by Jewelry & Accessories and Apparel. The top 6 were rounded up by Craft Supplies, Paper & Party Supplies, and Toys & Games. As the overall Etsy GMS declined in 2024, all of the top six categories saw a decline on a year-on-year basis in their respective GMS results.
What do these Etsy shop stats tell us? First, it’s clear what products Etsy buyers typically look for—home decor, jewelry, accessories, apparel, hobby supplies, toys, and games.
But Etsy shops in these categories face a massive challenge—competition. In 2025, Etsy sellers must carve out their market niche to differentiate themselves and make their stores stand out.
Source: Etsy
With over 100 million active listings on Etsy in 2024, the marketplace is as packed as ever. This sheer volume reflects the platform’s diverse seller base and the wide-ranging interests of Etsy buyers.
For sellers, standing out requires more than just listing a great product. You need strong product descriptions optimized for Etsy search, compelling photography, and strategic pricing.
Active Etsy sellers dropped 20% YoY in 2024
Let’s talk Etsy seller statistics. Can you guess how many Etsy sellers there are?
At the end of 2024, Etsy reported 5.6 million active sellers were selling on Etsy. That excludes sellers that use the previously Etsy-owned marketplace Elo7.
That’s a big 20% drop from 2023, when Etsy had 7 million active sellers. It’s a significant shift for Etsy, reflecting the challenges Etsy sellers run into. A decline in active sellers suggests that increased competition, shifting consumer behavior, or economic pressures make it harder for some to sustain their creative businesses on the platform.
Etsy had a 96% increase in active Etsy buyers since 2019
OK, Etsy seller statistics are clear. What about buyers?
The number of active Etsy buyers nearly doubled. Etsy statistics show a 96% increase in Etsy active buyers since 2019. That’s a climb from 45.7 million to 89.6 million. These are buyers who have made at least one purchase over the past 12 months.
But growth is slowing down. Etsy ended 2023 with 92 million active buyers, which is a 2.6% YoY decrease.
The online marketplace’s active buyer count. Source: Etsy
Repeat buyers are Etsy’s backbone. Etsy stats show that 36 million active buyers are repeat customers.
Repeat customers spend more and are easier to retain, making them a top asset for Etsy sellers. According to Etsy, a repeat customer is “any buyer who made purchases on two or more days in the previous 12 months.”
Etsy also reactivated 9.8 million lapsed buyers in Q4 2024—a record high. It’s a sign that with the right timing and messaging, Etsy can bring back shoppers who’ve gone quiet.
Etsy boasts strong active buyer numbers and remains one of the heavy hitters in ecommerce.
Habitual buyers are driving Etsy’s long-term growth
Habitual and repeat buyers are essential for a thriving business. In 2024, Etsy recorded 6.4 million habitual buyers. A habitual Etsy buyer has “spent $200 or more and made purchases on six or more days in the previous 12 months.” Essentially, these are customers who regularly shop big on Etsy.
Etsy statistics indicate a massive growth in this valuable audience. In 2019, only 2.5 million of Etsy active buyers could be considered habitual buyers. The more than double number of habitual buyers demonstrates big potential for active sellers.
An absolute majority of Etsy sellers are women
What does your competition as an Etsy seller look like?
Etsy sellers are predominantly women and solo entrepreneurs, highlighting the platform’s role in supporting independent businesses. Etsy reports that around 80% of sellers on the platform are women, and 9 out of 10 Etsy sellers run their businesses alone.
And they’re most likely doing their business from home. Nearly all Etsy sellers work from home, and about half rely on Etsy as their only sales channel.
These figures reinforce Etsy’s identity as a marketplace for independent creators, many of whom balance their businesses with other responsibilities. The high percentage of women sellers also suggests that Etsy remains a key platform for female entrepreneurship.
Almost 30% of Etsy users are people aged 25–34
The broad appeal of Etsy is visible when you look at how popular it is among different age groups. While Etsy is most loved by people aged 25–34, other age groups aren’t far behind.
Etsy is the place to be for Millennial and Gen Z active buyers. The 25–34 age group makes up 28% of Etsy’s audience. The next largest age group is people between 35 and 44, who make up around 18%. Together, these two groups make up close to half of all Etsy visitors over recent months.
The third most active age group is users aged 18–24, which makes up around 17% of Etsy’s audience, followed by older folks. An interesting thing to note is that Etsy has more users in the 65+ age group than most of its competitors, reaffirming Etsy’s broad appeal and accessibility.
Source: Similarweb
Additionally, Etsy buyer demographics show that while people in their teens and early 20s favor Etsy, the general trend leans more toward adults in their mid-20 to mid-40s. This makes Etsy different from an ecommerce marketplace like Redbubble, which is overwhelmingly used by Gen Zers.
Source: Similarweb
Around 33% of all Etsy sales come from personalized or customized items
Etsy has historically been one of the top places where buyers come looking for unique gifts, and Etsy intends to put an even bigger emphasis on personalization in the future.
1 out of 3 buyers comes to Etsy specifically for personalized items. And the same data shows that they find what they are looking for—1 out of 3 Etsy-generated sales on the platform are for customized goodies.
This demand for customization strengthens Etsy’s reputation as a go-to marketplace for unique and thoughtful gifts. Unlike mass-produced items, personalized products create a meaningful shopping experience, keeping buyers returning.
If you sell made-to-order goods, now’s the time to lean in. As Etsy continues to invest in personalization, sellers who offer made-to-order goods may see even greater opportunities to grow their businesses.
Source: Etsy
Last year, there was a dip in downloads for Etsy’s buyer app. The number for the Etsy app peaked in December 2023 with 2.57 million downloads. But in May 2024, Etsy mobile app downloads fell to around 1.7 million.
But mobile still matters—a lot. According to data from Similarweb, 60% of Etsy’s traffic comes from mobile devices.
The average Etsy site visit lasts 5:14 minutes
How long do Etsy visitors spend browsing the site? According to Etsy statistics from Similarweb, Etsy’s average visit duration is 5:14 minutes.
That’s not a lot of time to make an impression, right? This means Etsy sellers should focus on refining product titles, descriptions, and visuals to ensure their business catches the buyer’s eye.
Interestingly, visitors spend more time on Etsy on desktop than on mobile. Over the past 3 months, desktop visit duration averaged around 8:35 minutes, while on mobile, it’s only roughly 3 minutes.
Source: Similarweb
In addition, the average Etsy visitor will visit 9 pages while browsing Etsy on their desktop but only 4 when browsing on mobile.
3 key takeaways from Etsy statistics
Despite Etsy sales drop, Etsy is still growing in key areas
Ecommerce has had its ups and downs. Post-pandemic, many platforms struggled to maintain momentum—and global uncertainty hasn’t helped.
Etsy statistics show resilience. While Etsy’s gross merchandise sales volume has slightly declined, Etsy has retained growth in several key aspects. Etsy revenue has reached historic heights, and the number of active Etsy buyers is growing despite challenging macroeconomic circumstances.
Etsy’s top sellers are listing home decor and personalized products
Move over, Ikea—Etsy’s taking over. According to 2024 Etsy stats, Home & Living was the top category, bringing in the most sales. Customers are looking for individuality and are increasingly turning to Etsy. Etsy visitors turn to the platform for distinctive home decor pieces that are hard to find elsewhere.
Additionally, Etsy continues to live up to its reputation as the marketplace for unique products. In 2024, 1 in 3 sales on the platform involved customized goods, a trend Etsy expects to continue growing in 2025 and beyond.
People visit Etsy more on mobile but browse longer on desktop
Mobile traffic is still strong, even as Etsy app downloads dip. Shoppers aren’t quite as keen as they once were on the Etsy mobile app. However, that doesn’t mean Etsy is struggling with mobile ecommerce. Much of Etsy’s traffic comes from mobile, and sellers still use mobile devices to manage their online store.
That said, Etsy users spend more quality time on Etsy on their desktops—they spend longer browsing and visiting more pages.
Etsy statistics paint a clear picture: while Etsy sales have dipped slightly, the marketplace is still growing in meaningful ways. Active buyers want personalized and home-focused products, mobile traffic remains strong, and overall engagement is steady.
If you sell on Etsy in 2025, focus on a clear niche, optimize for mobile, and make your listings stand out fast. When marketing your business, invest in strong visuals, personalized options, and optimized listing content.
What is Etsy?
What is Etsy, and how is it different from other ecommerce sites?
Etsy is an ecommerce marketplace that focuses on craft supplies and vintage or handmade items. That means anything outside those categories isn’t allowed on the marketplace.
You can’t sell just anything on Etsy, and that’s kind of the point. So, if you’re thinking of starting a clothing brand using print-on-demand, you can—as long as the designs are yours. But if you want to do traditional dropshipping, Etsy might not allow it.
There’s one catch with online marketplaces—you don’t get your own website. Unlike ecommerce platforms like Shopify or Wix, on Etsy you can only open a storefront. While you won’t get your own site, there’s a perk. The preexisting audience—almost 400 million monthly Etsy visitors.
Source: Etsy
This means creating an Etsy shop takes less time, and you can immediately start adding your products without worrying about website design. On the other hand, Etsy sellers have less control over what their Etsy shop will look like and must consider various Etsy fees.
Source: CostureroReal on Etsy
