Picture this: It's a chilly Saturday morning, and you’re scrolling through Etsy with a hot cup of coffee in hand, hunting for that perfect, quirky mug or a one-of-a-kind birthday gift. You’re not alone—millions of buyers and sellers are doing the same thing every day, fueling a vibrant digital bazaar that’s as much about human creativity as it is about commerce. Etsy isn’t just another tech company; it’s the online heartbeat of the handmade, vintage, and creative goods movement. And in 2025, the numbers behind Etsy’s marketplace tell a story that’s just as fascinating as the products you’ll find there.

![1.png](https://strapi.thunderbit.com/uploads/1_0cd240d9c3.png)

As someone who’s spent years in SaaS and automation, I’m always drawn to the data behind the platforms that shape our digital lives. Etsy’s latest stats reveal a marketplace that’s evolving fast—sometimes in surprising ways. Whether you’re running an Etsy shop, tracking e-commerce trends, or just curious about how this creative powerhouse stacks up against tech giants like Amazon and Shopify, this deep dive into Etsy’s 2025 statistics is for you.

## Etsy Statistics 2025: Quick Facts & Key Numbers

Let’s kick things off with the essential Etsy numbers for 2025. If you’re in a hurry (or just want to sound smart at your next team meeting), here’s your cheat sheet:

- **Active Buyers:** ~88.5 million (Q1 2025), down 3% YoY from 91.6M in Q1 2024  
  ([Marketplace Pulse](https://www.marketplacepulse.com/stats/etsy-number-of-active-buyers#:~:text=Last%20reported%20quarter%202025%20Q1,year%20from%2091.60%20million))
- **Active Sellers:** ~5.4 million (Q1 2025), down 23% YoY from 7.0M  
  ([Marketplace Pulse](https://www.marketplacepulse.com/stats/etsy-number-of-active-sellers#:~:text=potential%20for%20growth%20in%20GMS,the%20health%20of%20our%20ecosystem))
- **Total Revenue (2024):** $2.81 billion (record high, +2.2% YoY)  
  ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Growth%202024%202023%202024%202023,4%29))
- **Marketplace Revenue (2024):** $2.02 billion  
  ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=GMS%20,6))
- **Services Revenue (2024):** $788 million (+4.8% YoY)  
  ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=GMS%20,6))

![2.png](https://strapi.thunderbit.com/uploads/2_37ab5456a7.png)

- **Gross Merchandise Sales (GMS, 2024):** $10.9 billion (down 5% YoY)  
  ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Active%20sellers%20,9%C2%A0million))
- **Monthly Website Visits:** 390–400 million (early 2025)  
  ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Total%20Visits))
- **Top Traffic Country:** United States (53–58% of visits)  
  ([Yaguara](https://www.yaguara.co/etsy-statistics/#:~:text=Etsy%20has%20attracted%20over%20417,of%20that%20traffic))
- **Buyer Demographics:** 59% female, 66% aged 18–44  
  ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Gender%20Distribution), [Yaguara](https://www.yaguara.co/etsy-statistics/#:~:text=,billion%20in%20revenue%20in%202024))
- **Marketing Spend (2024):** $856.6 million (30% of revenue)  
  ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc.-Reports-Fourth-Quarter-and-Full-Year-2024-Results/default.aspx#:~:text=Marketing))
- **Take Rate (Q1 2025):** 23.3% (record high)  
  ([StockTitan](https://www.stocktitan.net/news/ETSY/etsy-inc-reports-first-quarter-2025-4oke3c5enfnu.html#:~:text=Positive))

![Etsy Statistics 2025_ Buyers, Sellers & Revenue Data - visual selection.png](https://strapi.thunderbit.com/uploads/Etsy_Statistics_2025_Buyers_Sellers_and_Revenue_Data_visual_selection_9d287633c9.png)

## Etsy Buyers: Who’s Shopping in 2025?

Etsy’s buyer base is still massive, but it’s not growing at the breakneck pace we saw during the pandemic. In Q1 2025, **Etsy reported about 88.5 million active buyers**, a slight dip from the previous year’s 91.6 million ([Marketplace Pulse](https://www.marketplacepulse.com/stats/etsy-number-of-active-buyers#:~:text=Last%20reported%20quarter%202025%20Q1,year%20from%2091.60%20million)). That’s still nearly double the number of buyers Etsy had in 2019, but it does signal a new era of stability—and, let’s be honest, a little post-pandemic hangover.

<VideoPlayer url={"https://www.youtube.com/watch?v=26VLOiSGxj0"} />

What’s especially interesting is the churn beneath the surface. In Q1 2025 alone, Etsy welcomed **4.8 million new buyers** and **reactivated 6.5 million lapsed buyers** ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc--Reports-First-Quarter-2025-Results/default.aspx#:~:text=,growth%2C%20particularly%20in%20the%20United)). But not everyone sticks around: the number of **habitual buyers** (those who shop 6+ days and spend $200+ per year) dropped 11% to 6.2 million ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc--Reports-First-Quarter-2025-Results/default.aspx#:~:text=%2A%20Active%20buyers%20decreased%203.4,business%20was%20acquired%20in%202021)). It’s a classic case of “easy come, easy go”—but the core audience remains highly engaged.

### Etsy Buyer Demographics

Who are these buyers? Etsy’s audience is a marketer’s dream if you’re selling to creative, young, and mostly female shoppers:

- **Gender:** 59% female, 41% male ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Gender%20Distribution))
- **Age:** 66% are between 18 and 44, with the largest group being 25–34 ([Yaguara](https://www.yaguara.co/etsy-statistics/#:~:text=,billion%20in%20revenue%20in%202024))
- **Geography:** Majority in the U.S., but international buyers are growing—about 25% of GMS now comes from outside the U.S. ([Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=Services%20revenue%2C%20which%20includes%20revenue,year%20to%20%24120%2C%20Baker%20said))

Etsy buyers are also shifting to mobile: the Etsy app now accounts for a record 44% of GMS ([Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=Services%20revenue%2C%20which%20includes%20revenue,year%20to%20%24120%2C%20Baker%20said)). And if you’re wondering what they’re buying, gifting occasions drove 44% of all Etsy purchases in 2024 ([LinkMyBooks](https://linkmybooks.com/blog/etsy-sales-statistics-by-category#:~:text=Gifting%20drives%2044,4%20percentage%20points%20in%202024)). So, if you’re selling “World’s Okayest Dad” mugs, you’re in good company.

## Etsy Sellers: Growth, Decline & Global Reach

Here’s where things get spicy. The number of **active Etsy sellers** dropped sharply to about **5.4 million in Q1 2025**, down 23% from 7 million a year earlier ([Marketplace Pulse](https://www.marketplacepulse.com/stats/etsy-number-of-active-sellers#:~:text=potential%20for%20growth%20in%20GMS,the%20health%20of%20our%20ecosystem)). What happened? Etsy decided to clean house—purging inactive and low-quality sellers, and tightening the definition of “active.” It’s a bold move, but it means the sellers who remain are more committed and, frankly, more likely to deliver a great buyer experience.

![3.png](https://strapi.thunderbit.com/uploads/3_fd5bcdc7f4.png)

The **buyer-to-seller ratio** is now about 16:1 ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=,need%20for%20differentiated%20seller%20listings)), which is good news for sellers worried about overcrowding. Etsy’s seller base is still dominated by U.S. micro-businesses—often solo entrepreneurs and overwhelmingly women (83% of U.S. sellers identify as women) ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=match%20at%20L280%20,6B%20GMS%20in%202024)). About 29% run their shop as a full-time business, while the rest use Etsy for supplemental income.

### Etsy Seller Trends & Insights

- **Global Reach:** After the U.S., the UK is the second-largest seller base, followed by Canada, Germany, France, and Australia ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=France%2C%20Canada%2C%20and%20Australia%2C%20all,highlighted%20as%20growth%20markets)).
- **Product Categories:** Jewelry & Accessories lead the pack (32% of GMS), followed by Homewares & Furnishings (19%), Apparel (11%), Craft Supplies (9%), and Paper & Party Supplies (6%) ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=From%20Etsy%E2%80%99s%20investor%20presentation%20and,annual%20filing)).
- **Custom & Digital Goods:** About 30% of GMS in 2024 came from custom or made-to-order products ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=%2A%20Seller,need%20for%20differentiated%20seller%20listings)), and digital goods (like printables) are a fast-growing niche.

Etsy’s new seller setup fee and stricter policies have weeded out less serious sellers, but also raised the bar for newcomers. If you’re thinking about opening an Etsy shop, it’s more important than ever to bring your A-game—and maybe a little extra glitter.

## Etsy Revenue 2025: Marketplace, Services & Growth

Despite a dip in sales volume, Etsy’s revenue continues to climb. In 2024, **Etsy reported $2.81 billion in revenue**, a new record and up 2.2% from 2023 ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Growth%202024%202023%202024%202023,4%29)). The revenue split is telling:

- **Marketplace Revenue:** $2.02 billion (fees from transactions, listings, etc.)
- **Services Revenue:** $788 million (ads, payments, shipping labels), up 4.8% YoY

By Q1 2025, quarterly revenue hit $651.2 million, up slightly despite a drop in Gross Merchandise Sales ([Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=For%20the%20Etsy%20marketplace%2C%20specifically%2C,said%20reflects%20the%20GMS%20decline)). Marketplace revenue dipped 1.8% YoY, but services revenue jumped 7.7% ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc--Reports-First-Quarter-2025-Results/default.aspx#:~:text=Marketplace%20revenue)). In other words, Etsy is making more money per sale, thanks to higher fees and a booming ad business.

<VideoPlayer url={"https://www.youtube.com/watch?v=Xx24uLzhtpA"} />

### Marketplace vs. Services Revenue

Etsy’s **take rate** (revenue as a % of GMS) hit a record 23.3% in Q1 2025 ([StockTitan](https://www.stocktitan.net/news/ETSY/etsy-inc-reports-first-quarter-2025-4oke3c5enfnu.html#:~:text=Positive)), up from 21.6% a year earlier. Services—especially Etsy Ads—are the fastest-growing revenue stream. Sellers are spending more to promote their listings, and Etsy is happy to collect those ad dollars.

Compared to other tech companies, Etsy’s revenue growth is modest but steady. It’s not in Amazon’s league, but it’s outpacing eBay in some metrics and carving out a profitable niche.

## Etsy Traffic & User Engagement Statistics

[Etsy.com](http://etsy.com/) is a traffic magnet, drawing **390–400 million visits per month** in early 2025 ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Total%20Visits)). For context, that’s more than [Walmart.com](http://walmart.com/) but less than eBay or Amazon. The average session lasts about 5 minutes, with users viewing 6.2 pages per visit. The bounce rate? Around 42%—pretty healthy for e-commerce ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Bounce%20Rate)).

Peak traffic hits during holidays and gifting seasons—no surprise there. Etsy’s mobile app is also seeing record engagement, now accounting for 44% of GMS ([Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=Services%20revenue%2C%20which%20includes%20revenue,year%20to%20%24120%2C%20Baker%20said)). AI-driven personalization is nudging users to browse more and buy more often.

### Etsy Users by Country

- **United States:** 53–58% of web traffic
- **United Kingdom:** ~8–9%
- **Canada:** ~5%
- **Germany:** ~4%
- **France:** ~3%
- **Rest of World:** ~21% ([LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=Etsy%20Sellers%20by%20Country))

![5.png](https://strapi.thunderbit.com/uploads/5_7982020053.png)

Etsy’s international share of GMS is growing—25% of sales now come from outside the U.S., up from about 20% a few years ago ([Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=Services%20revenue%2C%20which%20includes%20revenue,year%20to%20%24120%2C%20Baker%20said)). The UK is Etsy’s strongest non-U.S. market, but Germany, France, Canada, and Australia are all on the rise.

## Gross Merchandise Sales (GMS) & Profitability

Let’s talk about the big number: **Gross Merchandise Sales (GMS)**—the total value of goods sold on Etsy. In 2024, Etsy’s GMS was **$10.9 billion**, down about 5% from the previous year ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Active%20sellers%20,9%C2%A0million)). Including subsidiaries, consolidated GMS was $12.59B—a third consecutive annual decline from the $13.5B pandemic peak ([LinkMyBooks](https://linkmybooks.com/blog/etsy-sales-statistics-by-category#:~:text=Etsy%E2%80%99s%20Gross%20Merchandise%20Sales%20,focused%20products)).

But here’s the twist: **Etsy’s profitability remains strong**. In Q1 2025, adjusted EBITDA was $171.1M (26.3% margin), and full-year 2024 net income was ~$303M (11% margin) ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Gross%20profit%20%24%20634%2C471%20%24,December%2031%2C%202024%20includes%20Etsy)). Q1 2025 saw a net loss due to a one-time charge, but excluding that, Etsy’s operations are solidly profitable.

### Etsy Profit Trends

What’s driving profits? Higher fees, more advertising, and disciplined expense control. Etsy’s **gross margins are around 72%** ([Etsy IR](https://s22.q4cdn.com/941741262/files/doc_financials/2024/q4/Exhibit-99-1-12-31-2024.pdf#:~:text=Gross%20profit%20%24%20634%2C471%20%24,December%2031%2C%202024%20includes%20Etsy)), which is impressive for a marketplace model. Compared to other tech companies, Etsy’s margins are enviable—especially given its focus on a niche market.

## Etsy Advertising & Marketing Spend

Etsy isn’t shy about spending to grow. In 2024, the company poured **$856.6 million into marketing**—about 30% of total revenue ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc.-Reports-Fourth-Quarter-and-Full-Year-2024-Results/default.aspx#:~:text=Marketing)). That’s up 13% from the previous year and includes everything from search engine ads to splashy TV campaigns.

Why so much? Etsy’s strategy is to attract new buyers and re-engage lapsed ones, especially during key shopping seasons. The company’s on-site ad business (Etsy Ads) is also booming, with services revenue (mostly ads) up 7.7% YoY in Q1 2025 ([Etsy IR](https://investors.etsy.com/press-releases/press-release-details/2025/Etsy-Inc--Reports-First-Quarter-2025-Results/default.aspx#:~:text=%281.8%29%C2%A0)). Etsy’s marketing mix is increasingly data-driven, pulling back in channels that don’t deliver high-value buyers.

Fun fact: Etsy’s holiday ad campaigns regularly put real sellers front and center, reinforcing the brand’s “human touch” in a world of algorithmic shopping.

## Etsy vs. Other Tech Companies: Market Position & Trends

Etsy is a big fish in a very creative pond. Among U.S. e-commerce marketplaces, it ranks #4 by traffic—behind Amazon, eBay, and Walmart, but ahead of many niche competitors ([Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Category%20Rank%20Marketplace%20,In%20United%20States%20Global%20Rank)). Amazon Handmade is the closest rival for artisan goods, but Etsy’s lower fees (6.5% vs. Amazon’s 15%) and craft-focused community give it a unique edge ([Shopify](https://www.shopify.com/blog/amazon-handmade-vs-etsy#:~:text=Amazon%20Handmade%20vs,up%20costs)).

Shopify, meanwhile, powers millions of independent stores, but doesn’t aggregate buyer traffic the way Etsy does. eBay’s annual merchandise volume dwarfs Etsy’s, but eBay is more about collectibles and mass-market goods.

Etsy’s **take rate (23% in Q1 2025)** is much higher than eBay’s (~13%), reflecting the value sellers place on Etsy’s integrated ads and payments ([StockTitan](https://www.stocktitan.net/news/ETSY/etsy-inc-reports-first-quarter-2025-4oke3c5enfnu.html#:~:text=,2M%20in%20cash%20and%20investments)). And while Etsy is smaller in scale, it punches above its weight in cultural impact—especially for makers, crafters, and anyone who’s ever tried to sell a hand-knitted scarf to a stranger on the internet.

![4.png](https://strapi.thunderbit.com/uploads/4_f70350ab45.png)

## Key Takeaways: Etsy’s 2025 Outlook

- **Etsy’s buyer base is stable** at nearly 90 million, with churn offset by new and returning shoppers.
- **Seller numbers are down, but quality is up**—and the buyer-to-seller ratio is healthier than ever.
- **Revenue is rising** (thanks to higher fees and booming ad sales), even as total sales volume dips.
- **International growth is picking up**, with 25% of GMS now from outside the U.S.
- **Marketing spend is at an all-time high**, fueling both buyer acquisition and seller success.
- **Etsy’s niche focus and community** remain its biggest strengths in a crowded tech landscape.

For Etsy shop owners, these trends mean more opportunity (and a bit less competition). For buyers, it’s a sign that Etsy’s marketplace is as vibrant and creative as ever. And for anyone watching the e-commerce space, Etsy’s ability to grow profits while staying true to its roots is worth keeping an eye on.

## Methodology & Data Sources

All statistics in this report are drawn from up-to-date, credible sources, including [Etsy Investor Relations](https://investors.etsy.com/financials/quarterly-results/default.aspx), [Marketplace Pulse](https://www.marketplacepulse.com/stats/etsy-number-of-active-buyers#:~:text=Last%20reported%20quarter%202025%20Q1,year%20from%2091.60%20million), [LinkMyBooks](https://linkmybooks.com/blog/how-many-sellers-are-on-etsy#:~:text=Etsy%20finished%202024%20with%205,6%20million%20active%20buyers), [Similarweb](https://www.similarweb.com/website/etsy.com/#:~:text=Total%20Visits), [Digital Commerce 360](https://www.digitalcommerce360.com/article/etsy-revenue-gms/#:~:text=For%20the%20Etsy%20marketplace%2C%20specifically%2C,said%20reflects%20the%20GMS%20decline), [Statista](https://www.statista.com/statistics/409373/etsy-international-gms/#:~:text=Etsy%3A%20international%20GMS%20share%202024,States%2C%20up%20from%20the), and [Shopify](https://www.shopify.com/blog/amazon-handmade-vs-etsy#:~:text=Amazon%20Handmade%20vs,up%20costs). I’ve cross-checked numbers across quarterly reports, analytics platforms, and industry news to ensure accuracy and relevance.

If you’re as obsessed with data as I am, you’ll find plenty more e-commerce insights on the [Thunderbit Blog](https://thunderbit.com/blog). And if you’re looking to automate your own data collection from sites like Etsy, check out [Thunderbit’s AI Web Scraper Chrome Extension](https://chromewebstore.google.com/detail/thunderbit-ai-web-scraper/hbkblmodhbmcakopmmfbaopfckopccgp)—it’s the tool I wish I’d had back when I was manually tracking e-commerce trends for hours on end.

Etsy hosts 88.5M buyers and 5.4M sellers in 2025; Thunderbit tracks Etsy revenue, shop trends, and how it compares to other tech companies.

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