Picture this: You’re searching for a birthday gift that actually feels special—something you won’t find on aisle 12 at a big-box store or buried in the depths of Amazon’s “Customers Also Bought” section. You open your phone, tap the Etsy app, and suddenly you’re browsing a world of handmade jewelry, quirky home décor, and personalized gifts crafted by real people, not faceless factories. That’s the Etsy experience in a nutshell—and it’s why, even as e-commerce giants flex their muscles, Etsy has carved out a unique spot among tech companies and online marketplaces.
But how big is Etsy in 2026? Is it still growing, or has the pandemic-fueled boom faded? I’ve dug into the latest numbers, trends, and a few eyebrow-raising stats (spoiler: nearly 90 million people shopped on Etsy last year) to give you the most up-to-date, data-packed look at Etsy’s marketplace. Whether you’re a seller, a buyer, or just a stats nerd like me, let’s dive into the numbers that define Etsy’s place in the e-commerce universe.
Etsy Statistics at a Glance: 2026 Snapshot
Let’s kick things off with a quick snapshot of Etsy’s scale and performance as we head into 2026. Here are the headline numbers you need to know:
- Annual Revenue (2024): (up ~2.2% year-over-year, a record high)
- Active Buyers: (2024), though recent quarters show a slight dip to ~86.6 million
- Active Sellers: (2024), with a post-purge count closer to 5.5 million in 2025
- Gross Merchandise Sales (GMS): (2024, down about 4–5% from 2023)
- Etsy App Downloads: (2024 average)
- Website Traffic: (late 2025; peaks over 500 million during the holidays)
- Mobile Share of Sales: (2023) comes from mobile devices
Etsy may not be the size of Amazon, but these numbers put it firmly in the top tier of U.S. e-commerce marketplaces—especially for anyone who values creativity, community, and a little bit of quirk.
Etsy Revenue Trends: How Much Does Etsy Make?
Let’s talk dollars and cents. Etsy’s revenue has been on a steady climb, even as the wild growth of the pandemic years has cooled. In 2024, Etsy’s , a modest but meaningful 2.2% increase from the previous year. Not bad for a platform that started as a haven for indie crafters.
| Year | Annual Revenue (USD) | YoY Growth |
|---|---|---|
| 2019 | $0.82 billion | – |
| 2020 | $1.73 billion | +111% |
| 2021 | $2.33 billion | +35% |
| 2022 | $2.57 billion | +10% |
| 2024 | $2.81 billion | +2.2% |
(Source: )
Where Does Etsy’s Revenue Come From?
Etsy’s business model is a blend of marketplace fees and seller services:
- Marketplace Revenue (72%): Transaction fees, listing fees, and other charges tied directly to sales ()
- Services Revenue (28%): Seller tools like advertising, payment processing, and shipping label fees ()
What’s interesting is that even as gross merchandise sales (GMS) have dipped, Etsy’s revenue keeps rising. How? Fee increases and a bigger push into services. Etsy’s “take rate”—the cut it earns from every sale—has climbed from under 12% a few years ago to .
And if you’re wondering how Etsy stacks up against other tech companies: while Amazon’s revenue is measured in the hundreds of billions, Etsy’s growth rate and profitability are nothing to sneeze at. In fact, , while eBay’s has remained flat.
Etsy Buyers: Who Shops on Etsy in 2026?
Etsy’s buyer community is massive, but it’s also evolving. As of early 2025, Etsy reported about —down about 5% from the previous year’s peak. During the pandemic, Etsy’s buyer base nearly doubled, but as life returned to normal, some of those one-time shoppers drifted away.
Still, nearly 90 million people shopping for unique, creative goods is nothing to scoff at. And Etsy’s buyers aren’t just casual browsers—many are fiercely loyal. In 2024, about (6+ purchases and $200+ spent per year), and they accounted for a whopping .
Average annual spend per buyer:
Why Do People Shop on Etsy?
- Unique selection:
- Support for small businesses:
- Gifting:
- Personalization:
Buyer Demographics and Behavior
Who’s powering Etsy’s marketplace? The data paints a clear picture:
- Gender:
- Age: ; the largest group is 25–34 ()
- Geography: , followed by the UK, Canada, Germany, and France
And how do they shop? Mobile is king: , and the Etsy app alone accounts for .
Fun fact: The average session on Etsy’s site or app lasts about 5 minutes—plenty of time to fall down a rabbit hole of custom mugs and crochet patterns.
Etsy Sellers: The Global Etsy Shop Community
Behind every quirky mug or hand-stamped necklace is a seller—usually a solo entrepreneur, often working from home, and more often than not, a woman. In 2024, Etsy reported , but after a major cleanup (purging inactive accounts and adding a $15 verification fee), the number dropped to .
Seller Demographics
- 80% identify as women ()
- 97% run their shops from home
- Average age: 43 years old
- 38% started their shop for extra income (side hustle nation, unite!)
- Only 29% are full-time Etsy sellers—the rest juggle Etsy with other gigs
Etsy sellers are a diverse bunch, but most are micro-businesses or creative side hustlers. And with a buyer-to-seller ratio of about 16:1, there’s still plenty of room for new shops to find their audience.
Etsy Shop Fees and Seller Economics
Let’s talk about the not-so-glamorous side: fees. Here’s what sellers pay in 2026:
- Listing Fee: $0.20 per item (renewed every 4 months)
- Transaction Fee: 6.5% of sale price plus shipping
- Payment Processing Fee: ~3% + $0.25 per order (U.S. rates)
- Offsite Ads Fee: 12–15% (only if a sale comes from Etsy’s ads)
- New Shop Verification: One-time $15 fee (since 2024)
All told, . The , and Etsy took about $345 per seller in platform revenue.
How does this stack up to other platforms? It’s pretty comparable: eBay’s fees are often 12–15%, Amazon Handmade is about 15%, and Shopify’s structure is different (monthly fee plus transaction fees). Etsy’s big advantage: no monthly store fee, so it’s low-risk to start.
But sellers do have to keep an eye on rising fees and competition—especially as Etsy’s take rate keeps inching up. (And yes, there was a when transaction fees increased.)
Gross Merchandise Sales (GMS): Tracking Etsy’s Marketplace Volume
GMS is the heartbeat of Etsy’s marketplace—it’s the total dollar value of all goods sold, before fees. Here’s how it’s trended:
| Year | GMS (USD) | YoY Change |
|---|---|---|
| 2019 | $4.97 billion | – |
| 2020 | $10.28 billion | +107% |
| 2021 | $13.49 billion | +31% |
| 2022 | $13.3 billion | –1.5% |
| 2023 | $13.16 billion | –1.2% |
| 2024 | $12.59 billion | –4.4% |
(Source: )
After the pandemic surge, GMS has gently declined but remains nearly triple what it was in 2018. Etsy’s management chalks up the recent dip to inflation, economic uncertainty, and a return to in-person shopping.
Mobile and international sales are growing fast: , and .
Etsy’s Place Among Tech Companies & E-Commerce Giants
Let’s put Etsy on the map. Compared to Amazon’s 300+ million active customers and $600 billion in sales, Etsy is a minnow—but it’s a mighty one in its niche.
- Amazon: 40–50% of U.S. e-commerce market share
- eBay: 133 million buyers, $73B GMV (2022)
- Shopify: $60B+ GMV (across millions of independent shops)
- Etsy: , but #1 for handmade, vintage, and creative goods
Etsy consistently ranks among the and is the go-to for unique, personalized, or custom items. In a 2025 holiday survey, —not bad, considering Amazon’s 75%!
Strategic moves: Etsy acquired Reverb (music gear) and Depop (Gen Z fashion resale), though it later sold Reverb to refocus on its handmade core. Depop remains a key part of Etsy’s international and youth strategy.
Tech investments: Etsy’s been rolling out AI-powered search, image-based recommendations, and other features to keep the experience fresh and competitive ().
Etsy App & Web Traffic: Mobile Commerce on the Rise
Etsy’s mobile game is strong—and getting stronger. In 2024, the Etsy app averaged , with a cumulative .
Website traffic: , peaking over 500 million during December’s holiday rush (). The average visit lasts 5–6 minutes, and bounce rates are reasonable for e-commerce.
Mobile vs. desktop: , and the app alone drives .
Etsy’s app consistently ranks in the top 10 shopping apps, especially during the holidays. The company spends heavily on marketing (over $600 million in 2023) to keep the traffic flowing and the brand top-of-mind.
Top-Selling Categories and Trending Products on Etsy
Etsy’s catalog is a treasure trove, but a few categories dominate the charts. In 2024, the :
- Homewares & Home Furnishings (): Wall art, candles, planters, custom décor
- Jewelry & Personal Accessories (): Handmade rings, necklaces, personalized pieces
- Apparel: T-shirts, dresses, vintage clothing, costumes
- Craft Supplies & Tools: Beads, patterns, DIY kits, digital files
- Paper & Party Supplies: Invitations, decorations, wedding essentials
- Toys & Games: Handmade dolls, puzzles, collectibles
Personalized gifts are a cross-category powerhouse—about .
Trending Products for 2026
- Emerald green everything (from wall art to velvet dresses)
- Nostalgia & retro (Y2K fashion, 90s prints)
- Eclectic home décor
- Self-care items (candles, bath goods, loungewear)
- Printables & digital downloads (planners, art, SVG files)
Seasonality is huge: Q4 is all about gifts and holiday décor, while spring and summer bring spikes in wedding and party supplies.
Key Takeaways: What Etsy Statistics Reveal for 2026
So, what does all this data tell us about Etsy’s present—and its future?
- Etsy is stable, not stagnant: The pandemic boom has faded, but Etsy’s user base and revenue are holding strong. The challenge now is reigniting growth, especially among casual buyers.
- Revenue is up, but so are fees: Etsy’s monetization strategy is working, but sellers are feeling the pinch. Balancing platform profits with seller happiness will be crucial.
- Sellers are more serious than ever: The post-purge seller community is smaller but more engaged. Etsy remains a launchpad for creative entrepreneurs—especially women and solo founders.
- Mobile is the future: With two-thirds of sales coming from phones and tablets, Etsy’s investment in its app and mobile experience is paying off.
- Competition is heating up: Amazon Handmade, niche apps, and social commerce are all nipping at Etsy’s heels. Etsy’s best defense? Doubling down on its brand, community, and unique inventory.
- Opportunities abound: International growth, new product categories (like digital goods), and AI-powered discovery could drive the next wave of expansion.
My prediction? Etsy’s not going anywhere. It’s become the Amazon of handmade and creative goods—a place where shoppers and sellers connect over things that are anything but ordinary.
Methodology & Data Sources
I pulled these stats from a mix of Etsy’s own investor reports, third-party analytics, and industry research. Major sources include:
- (for revenue, GMS, buyers, and sellers)
- (for buyer and seller demographics, revenue breakdowns)
- (for historical trends)
- and (for web traffic and GMS)
All data is the most recent available as of early 2026. For more on e-commerce data, web scraping, and how to analyze online marketplaces, check out the .
Want to dig deeper into Etsy or scrape your own e-commerce data? Thunderbit’s makes it easy to extract marketplace data for research, sales, or competitive analysis—no code required. (And yes, we’re all about supporting small businesses, too.)
If you’ve made it this far, you deserve a custom mug. Or at least a high-five from me, Shuai Guan, CEO of Thunderbit. Happy data hunting—and happy shopping!