Etsy statistics 2026: sales, revenue, sellers and buyers

By Jan Suski. I go deep on every review, checking every number against its source and digging up details other coverage misses, a habit from six years of SEO and link building for tech companies. Bylines at Surfer, Brand24, and Senuto. How the scoring works.

Published 16 October 2026Prefer this source on Google

Etsy Inc. sold $11.92 billion of goods across its marketplaces in 2025 and kept $2.88 billion of it as revenue, per its full-year 2025 results of 19 February 2026. Sales fell 5.3%. Revenue rose 2.7%. A smaller pie with a bigger slice cut from it runs through nearly every Etsy statistic on this page.

The count of Etsy sellers depends on which line of the filing you read. The Etsy marketplace had 5.6 million active sellers at the end of 2025, while the consolidated company, with Depop still attached, reported 8,762,000. Blog roundups quote both as if they measured the same thing.

This report pulls Etsy statistics from Etsy's own Form 10-K for 2025, its quarterly shareholder letters and its fee policies, with third-party trackers named wherever they appear. It's written for sellers sizing up the marketplace, for analysts following the ecommerce market, and for anyone checking a number before repeating it. Every figure carries a date, because Etsy's buyer and seller counts move every quarter.

Etsy revenue and gross merchandise sales by year

Etsy got popular in 2020. Consolidated GMS rose 106.7% that year to $10.3 billion from $4.97 billion in 2019, revenue rose 110.9% to $1.7 billion, and active buyers jumped 76.7% to 81.9 million, per Etsy's 2020 results. The company hit the ground running when lockdowns moved shopping online.

Since 2022 the two lines have split. Consolidated GMS has fallen every year while Etsy revenue has risen every year, because Etsy keeps a larger share of each dollar that changes hands.

Sources: Etsy's 2023 results, 2024 results and 2025 results. Take rate is revenue divided by consolidated GMS, the definition Etsy uses in its releases.

Profit hasn't followed Etsy revenue up. Net income was $307.6 million in 2023, $303.3 million in 2024 and $163.0 million in 2025, a 46.3% drop on the previous year. Adjusted EBITDA for 2025 was $734.5 million, a 25.5% margin.

The consolidated series also mixes in other marketplaces. Reverb sat inside it until its sale on 2 June 2025 and Depop through all of 2025. Etsy's GMS for the marketplace alone was $11.6 billion in 2023, $10.9 billion in 2024 and $10.5 billion in 2025.

Etsy in 2026: two growth quarters and the Depop sale

Marketplace GMS grew 5.5% to $2.46 billion in Q1 2026, per the Q1 2026 shareholder letter, and 7.5% to $2.58 billion in Q2, per the Q2 2026 letter of 5 August. Etsy revenue was $631.3 million in Q1 and $668.3 million in Q2.

Buyers came back slowly. Active buyers grew sequentially in Q1 "for the first time in two years," then added about 350,000 in Q2 to reach roughly 87 million. Net income from continuing operations was $114.3 million in Q2 2026, against $45.6 million a year earlier.

Etsy now owns one marketplace. It sold Reverb, the marketplace for people playing musical instruments, on 2 June 2025, and closed the sale of Depop to eBay on 30 July 2026. eBay agreed a $1.2 billion price, and the Q2 2026 Form 10-Q puts total cash at about $1.4 billion with an estimated gain of $840 million for Q3. Guidance for Q3 2026 is GMS of $2.53 billion to $2.58 billion, up 4% to 6%.

How many Etsy sellers there are

The marketplace had 5.6 million active sellers on 31 December 2025, down 1.5% on the previous year. The figure was 7.0 million at the end of 2023, so Etsy has shed about 20% of its sellers in two years. For the many sellers who remain, increased competition now comes from the existing catalogue. The low point was 5.5 million in Q3 2025, a 10.9% year-over-year fall in a quarter when consolidated GMS was $2.72 billion, per Etsy's Q3 2025 results.

Part of the drop was deliberate. Marketplace Pulse (Ben Donovan, 14 March 2025) tied it to Etsy removing bad sellers and counterfeit products, a listing quality cleanup. The same article counts nearly 14 million sellers registered since launch, and new seller sign-ups under 20,000 a month in 2024 against 300,000-plus a month during the pandemic.

The catalogue didn't shrink with the seller count. Etsy carries more than 100 million active listings against 86.5 million active buyers, so there are more listings than buyers and every shop competes for a click in the active listings pool.

Why the published seller and sales figures diverge

Five numbers circulate as the seller count, and four of them are correct for something. The devil's in the details, and the trouble starts when a roundup drops the label.

• 5.6 million: marketplace active sellers, 31 December 2025, the figure Etsy puts on its company information page.
• 8,762,000: Etsy Inc. consolidated sellers, 31 December 2025, which includes Depop's 3.2 million.
• 8,134,000: consolidated sellers at the end of 2024, with Depop and Reverb inside, the source of the 8.1 million figure on several blogs.
• 7.0 million: marketplace sellers at the end of 2023, the peak of the current series.
• Nearly 14 million: sellers registered since launch, Marketplace Pulse's count, which measures sign-ups.

Subtract 5.6 million from 8.76 million and you get roughly Depop's 3.2 million sellers. Depop left Etsy on 30 July 2026, so the consolidated seller count no longer describes any business Etsy owns. Read between the lines of any roundup quoting 8 million or more: it's counting a resale app eBay now runs.

Sales figures drift the same way, which is par for the course when roundups copy each other. The $12.72 billion figure for 2024 that blog roundups repeat matches neither of Etsy's reported 2024 numbers, $12.59 billion consolidated and $10.9 billion for the marketplace. The 10-K puts the top six categories at 85% of GMS, against the nearly 90% quoted elsewhere, and the 2024 Seller Census puts women at 80% of sellers, against the 86% that circulates.

Who Etsy sellers are and how sellers work

Etsy's 2024 Seller Census, published in the 2025 10-K, describes a business of one run from a spare room:

• 89% are businesses of one
• 97% run their businesses from home
• 80% identify as women
• 27% live in rural areas
• 51% are multi channel sellers
• 70% consider their shop a business
• 29% say creative business is their sole occupation
• 38% use the income to cover bills, rent and food

Seven in ten Etsy sellers treat their own shop as a business, and 29% live on it. Being your own boss sells the idea, and the 38% using shop income to make ends meet are closer to the median case.

Half of all sellers don't put all their eggs in one basket. With 51% selling elsewhere, on their own site or another marketplace, most sellers treat Etsy as one channel among several. They split time 52% making and designing, with the rest on admin.

Etsy buyers: active, habitual and repeat buyers

Active buyers on Etsy fell from 92.0 million at the end of 2023 to 89.6 million in 2024 and 86.5 million in 2025. The Q2 2026 count of roughly 87 million is the first rise in that run. Etsy counts a buyer as active after one purchase in the trailing 12 months.

Habitual buyers carry more weight. Etsy defines them as buyers who spent $200 or more and bought on six or more days in 12 months. The count was over 7 million in Q4 2023, 6.4 million at the end of 2024 (down 9.5%) and 5.9 million at the end of 2025. Repeat buyers, who bought on two or more days, and habitual buyers "each" showed slight sequential gains in Q2 2026 "for the first time since 2023."

Spending per head has turned up. GMS per active buyer was $121 in 2025, $122 in Q1 2026 and $124 in Q2 2026, up 2.8%.

Etsy's own buyer behavior surveys from 2025 show why people visit. 45% shopped for a specific need, 31% looked for custom or personalized products, 29% searched for a gift, and 24% browsed with nothing in mind, which makes Etsy search a discovery engine for one visit in four.

Attitudes run warmer than spending. 85% say shopping on Etsy means supporting small businesses, brand recognition most retailers pay for, and 66% see Etsy as a destination for consistent quality, in the survey's words "consistently high-quality items."

Best selling items: what sells on Etsy

Six categories take the lion's share of Etsy's GMS. Home and living, jewelry and personal accessories, apparel, craft supplies, paper and party supplies, and toys and games brought in about $8.9 billion, or 85% of GMS, per the 10-K. Craft supplies sit in that group because Etsy specifically serves people making things as well as people buying them. Etsy doesn't break out each category's share in the filing.

Custom or made-to-order merchandise made up about 30% of total GMS. That's the slice of personalized products, personalized items, custom products and handmade items that mass produced products on bigger marketplaces can't copy, and 81% of Etsy users agree the site offers items they can't find anywhere else.

Gift occasions drove 2026. The Q2 letter reports double-digit growth in birthdays & weddings, a surge in toys and games, and the strongest recent pace for vintage items in the first half. Etsy's spring and summer 2026 trend report measured people searching for embroidered straw bags up 20,000%, bridesmaid baskets up 4,200% and vintage barware up 1,550%, comparing the three months to 10 February 2026 with a year earlier.

Etsy app, mobile traffic and Etsy visitors

The Etsy app keeps gaining share. It carried 42% of GMS in 2024, 45% in 2025, and about 47% in Q2 2026, when app GMS grew 12.5% year over year as more Etsy users bought on mobile devices. Etsy reports mobile by GMS through the app, and the 64% mobile traffic share quoted on blogs has no Etsy filing behind it.

Third-party trackers fill in the traffic side. Similarweb, read 15 October 2026, counts 458.6 million visits to etsy.com over the last three months to September 2026, with an average visit of 4 minutes 44 seconds, 6.09 pages per visit and a 40.21% bounce rate. That visit length is half the 9-minute session figure on several Etsy statistics roundups.

Most Etsy visitors are American. Similarweb puts 56.91% of traffic in the US, ranks etsy.com 63rd worldwide and lists direct traffic as the top channel at 31.95%. In Etsy's own data, 74% of 2025 GMS came from US buyers and 26% from abroad. Since October 2025, US ChatGPT users can also discover and buy Etsy items through an OpenAI partnership.

Etsy fees: what Etsy takes from a $100 sale

Three fees apply to every sale, per Etsy's fees and payments policy, last updated 5 October 2026. Listing fees are $0.20 per item for four months, the only upfront cost. The transaction fee is 6.5% of the price plus shipping. Payment processing for a US bank account is 3% plus $0.25, per the Etsy Payments policy.

On a $100 sale with free shipping, that's $0.20 plus $6.50 plus $3.25, or $9.95, and the seller keeps $90.05. If the order came through Offsite Ads, Etsy adds 15% of the order, or 12% once a shop passes $10,000 in sales over the prior 365 days. At 15%, Etsy's cut becomes $24.95 and the seller keeps $75.05.

Etsy Ads are where the take rate grows. The Q2 2026 letter says take rate expansion was "primarily driven by Etsy Ads," the paid placements at the top of Etsy search results. Services revenue, the line that holds Etsy Ads, Offsite Ads and shipping labels, was $212.2 million in Q2 2026, up from $194.1 million, or 31.8% of revenue.

Optional costs stack on top: Etsy Plus at $10 a month and a 2.5% currency conversion fee. Offsite Ads claim any order placed within 30 days of the click.

Etsy against eBay and Shopify

Sources: Etsy's 2025 results, eBay's 2025 results of 18 February 2026, and Shopify's 2025 results of 11 February 2026.

eBay is Etsy's biggest marketplace competitor, with 6.7 times Etsy's consolidated GMS and the Depop business it bought from Etsy. Etsy keeps 24.2 cents of every dollar sold against eBay's 13.9 cents. In the wider ecommerce market, Etsy's $11.92 billion is a drop in the bucket next to Shopify's $378.4 billion, but Shopify sells software to merchants who run their own site, so its 3.1% ratio isn't a marketplace fee; our Shopify statistics report covers its store counts.

How to read your own Etsy shop stats

The shop stats page, the core of Etsy stats for sellers, shows four numbers: visits, orders, conversion rate and revenue, with data back to November 2017, per Etsy's help center. One visitor viewing five listings in your shop counts as one visit and five views. Visits refresh a few times a day, and counts can drop by evening as bot traffic gets filtered out.

Each traffic source in shop stats falls into one of two groups. Etsy-driven traffic covers Etsy search, Etsy app & other Etsy pages, and Etsy marketing & SEO. Seller-driven traffic covers direct traffic, social media, Etsy Ads and Offsite Ads. Under How shoppers found you, select Etsy search to see the search terms buyers typed.

Search terms that don't match your listings are the cheapest fix in any Etsy shop: edit titles and tags until the traffic source mix and the shoppers found by search line up with what you sell.

The Compare to previous period toggle compares against the previous year once your shop has been open more than a year. Listing stats show views, favorites, orders and revenue per listing, and listing views update in real time. In the Etsy seller app, More then Stats covers the past seven days.

Pick a longer time period than a week, and check which items sold against which traffic source over the same time period. Etsy's seller handbook recommends reviewing at least 30 days at a time and puts a normal conversion rate at 1% to 5%, based on Etsy orders in 2019. Keep an eye on conversion rate first. Listings with views and no orders usually point at price or product photography, and select stats by listing to see which ones.

Frequently asked questions

How do you look up Etsy sellers?

Type the shop name into Etsy search, or open any listing and click through to the shop page, which shows the shop's sales count and reviews. Etsy stats roundups that quote 8.1 million or 8.7 million sellers are counting Depop and Reverb too.

Is Etsy still worth it in 2026?

GMS grew 5.5% in Q1 2026 and 7.5% in Q2 after a 4% fall in 2025. The cost of access rose too, with the take rate at 25.9% in Q2 2026, so every shop pays more per sale.

How much does Etsy take from a $100 sale?

$9.95 in standard fees for a US seller with free shipping: $0.20 to list, $6.50 transaction fee and $3.25 to process the payment. An Offsite Ads order adds $15 at the 15% rate.

What is the #1 selling item on Etsy?

Home and living is the first of Etsy's six top categories in the 10-K, and those six produced 85% of GMS. Custom and made-to-order items made up about 30% of GMS.

Why are sellers leaving Etsy?

Etsy's cleanup of bad sellers removed some, and new sign-ups fell under 20,000 a month in 2024, per Marketplace Pulse. A take rate rising toward 26% is a bitter pill to swallow for low-margin shops.

Can you make $1,000 a month on Etsy?

Some do. The 2025 average was roughly $156 of GMS a month per seller before fees, so $1,000 a month in total sales puts a shop well above average.

What percentage of Etsy sellers are successful?

Etsy publishes no success rate. Its Seller Census says 29% of sellers live on their creative business, the closest proxy for the most successful shops, and 70% call their shop a business.

What companies does Etsy own?

Only the Etsy marketplace, since the Depop sale to eBay closed on 30 July 2026. Reverb was sold on 2 June 2025.

Bottom line

Etsy's statistics tell one story from two angles. Buyers and sellers shrank from 2023 through 2025, and Etsy offset it by charging more per sale, mostly through Etsy Ads. The 2026 quarters are the first sign of the buyer side turning, and the Depop sale leaves Etsy a single marketplace again.

For anyone quoting an Etsy number, go straight from the horse's mouth. The 10-K and the shareholder letters label each figure as marketplace or consolidated, and most bad Etsy statistics come from dropping that label. For sellers, the fee math on a $100 order is the number to price around.

More marketplace data sits in our creator economy statistics and small business statistics reports, and the ecommerce analytics tools ranking covers software for tracking sales across channels.