68 Etsy Statistics for 2026

ByShane Tran Updated on

Etsy began as a place to buy handmade goods and craft supplies. Today its sellers also offer custom and made-to-order goods, plus home and living products. The company changed shape this year: it sold Depop, changed CEOs, and cut staff. Here are the statistics that show who buys and sells on Etsy, how much they spend, and what the platform charges.

Top Etsy Statistics

How Many People Use Etsy?

In Etsy’s reporting, “active buyers” are buyers who made at least one purchase in the last 12 months. Each buyer account is identified by its email address, so one person with several accounts can be counted more than once.

In Etsy’s reporting, “active sellers” are sellers who had a charge or sale in the last 12 months.

1. The Etsy marketplace had 87.0 million active buyers over the 12 months to Q2 2026, down 0.4% year over year (Etsy, Q2 2026 shareholder letter). That was about 350,000 more than the previous quarter.

87.0 million active buyers on the Etsy marketplace, 12 months to Q2 2026

Source: Etsy, Q2 2026 shareholder letter, p. 10

2. The Etsy marketplace had 5.7 million active sellers over the 12 months to Q2 2026, up 5.9% year over year (Etsy, Q2 2026 shareholder letter). Active sellers grew year over year for the second quarter in a row.

How Much Is Sold on Etsy?

In Etsy’s reporting, “GMS” (gross merchandise sales) is the dollar value of items sold, excluding shipping fees and net of refunds. GMS is not Etsy’s revenue.

3. Etsy marketplace GMS was $2.6 billion in Q2 2026, up 7.5% year over year (Etsy, Q2 2026 shareholder letter). It was the third quarter in a row of year-over-year growth.

4. Etsy marketplace GMS was $10.5 billion in 2025, down 4% from 2024 (Etsy, 2025 Form 10-K).

5. Etsy, Inc.’s total GMS was $11.9 billion in 2025, down 5.3% year over year (Etsy, 2025 Form 10-K). The total includes the Etsy marketplace, Depop, and Reverb until its sale on June 2, 2025.

6. Etsy has generated nearly $90 billion in GMS since its founding (Etsy, 2025 Form 10-K).

How Much Money Does Etsy Make?

In Etsy’s reporting, “take rate” is revenue divided by GMS.

7. Etsy marketplace revenue was $668 million in Q2 2026, up 9.3% year over year (Etsy, Q2 2026 shareholder letter). The figure excludes Depop’s results.

8. Etsy’s net income excluding Depop was $114 million in Q2 2026 (Etsy, Q2 2026 shareholder letter). Including Depop, Etsy posted a net loss of $46.7 million.

9. Etsy, Inc.’s revenue was $2.9 billion in 2025, up 2.7% year over year (Etsy, 2025 Form 10-K). Its take rate, which includes Depop and, until its June 2025 sale, Reverb, was 24.2%, up from 22.3% in 2024.

10. 25.4% was the Etsy marketplace’s take rate in 2025 (Etsy, Q4 2025 earnings presentation). Etsy marketplace revenue was $2.7 billion, up 2.9% from 2024.

11. 30.4% of Etsy, Inc.’s 2025 revenue came from services such as on-site ads and shipping labels (Etsy, 2025 Form 10-K). Services revenue rose 11.3% to $876.3 million.

12. Etsy, Inc.’s net income was $163.0 million in 2025, down 46.3% from 2024 (Etsy, 2025 Form 10-K).

Who Shops on Etsy?

Etsy reports several groups of buyers. Each group has its own definition.

In Etsy’s reporting, “habitual buyers” spent at least $200 and bought on six or more days in the past 12 months.

In Etsy’s reporting, “repeat buyers” bought on two or more days in the previous 12 months, not counting habitual buyers.

In Etsy’s reporting, “new buyers” use an email address never used before for an Etsy purchase.

In Etsy’s reporting, “lapsed buyers” had not made a purchase in a year or more. Reactivated buyers are lapsed buyers who bought again.

13. Etsy marketplace buyers spent $124 each, on average, over the 12 months to Q2 2026 (Etsy, Q2 2026 shareholder letter). This GMS per active buyer was up 2.8% year over year.

14. Habitual buyers were about 7% of Etsy marketplace active buyers but accounted for about 40% of 2025 GMS (Etsy, 2025 Form 10-K).

15. About half of Etsy’s buyers made a purchase just once in 2025 (Etsy, 2025 Form 10-K). The other half bought on about five separate days.

16. The Etsy marketplace had 34.6 million repeat buyers over the 12 months to Q2 2026, down 1.8% year over year (Etsy, Q2 2026 shareholder letter).

17. The Etsy marketplace had 5.9 million habitual buyers over the 12 months to Q2 2026, down 2.7% year over year (Etsy, Q2 2026 shareholder letter). Repeat and habitual buyer counts both rose from the previous quarter.

18. The Etsy marketplace gained 5.0 million new buyers in Q2 2026, up 4.4% year over year (Etsy, Q2 2026 shareholder letter).

19. 7.1 million reactivated buyers shopped on the Etsy marketplace in Q2 2026, up 9.0% year over year (Etsy, Q2 2026 shareholder letter).

20. Etsy reactivated 30.0 million lapsed buyers in 2025 and added 21.2 million new ones (Etsy, 2025 Form 10-K). Etsy said it reactivated more lapsed buyers than in any prior year.

21. Reactivated buyers have about 40% higher first-year lifetime value than new Etsy buyers (Etsy, 2025 Form 10-K).

Similarweb, a web traffic tracker, also estimates who visits etsy.com.

22. 58.2% of etsy.com’s audience was female, according to Similarweb’s August 2026 estimates (Similarweb, etsy.com overview). The largest age group was 25 to 34.

Where Do Etsy Shoppers Come From?

23. 74% of Etsy marketplace GMS in 2025 came from U.S. buyers (Etsy, 2025 Form 10-K). The other 26% came from buyers outside the United States.

24. etsy.com drew 465.9 million visits from June to August 2026, Similarweb estimates (Similarweb, etsy.com overview).

25. 57.69% of etsy.com desktop traffic came from the United States in August 2026, Similarweb estimates (Similarweb, etsy.com overview). The United Kingdom followed at 7.67%, then Canada at 4.45%, Germany at 3.65%, and France at 2.72%.

Countries sending the most desktop traffic to etsy.com, August 2026

Source: Similarweb, etsy.com overview, snapshot taken September 26, 2026

How Do People Shop on Etsy?

26. 45% of Etsy marketplace GMS went through the Etsy app in 2025, up from 42% in 2024 (Etsy, 2025 Form 10-K).

27. The Etsy app drove about 47% of Etsy marketplace GMS in Q2 2026 (Etsy, Q2 2026 shareholder letter).

28. 45% of Etsy buyers shopped for a specific need or item on their latest visit, on average across Etsy’s monthly buyer surveys in 2025 (Etsy, 2025 Form 10-K). Buyers could pick more than one answer: 31% looked for something custom or personalized, 29% for a gift, and 24% browsed or sought inspiration without a particular item in mind.

What Etsy buyers shopped for on their most recent visit, 2025

Source: Etsy, 2025 Form 10-K, p. 5. Buyers could choose more than one answer.

29. Agentic traffic (visits from AI agents) made up less than 1% of Etsy’s total traffic, its CEO said in February 2026 (Etsy Q4 2025 earnings call, via The Motley Fool). She said agentic traffic in Q4 2025 was about 15 times its level a year earlier.

What Sells on Etsy?

30. Etsy’s CFO called home and living “our largest category” on the Q4 2025 earnings call (Etsy Q4 2025 earnings call, via The Motley Fool). He said the category returned to year-over-year GMS growth in Q4 2025.

31. About 85% of Etsy marketplace GMS in 2025 came from its top six categories (Etsy, 2025 Form 10-K). They were home and living, jewelry and personal accessories, apparel, craft supplies, paper and party supplies, and toys and games.

32. More than 100 million items were for sale on Etsy in 2025 (Etsy, 2025 Form 10-K).

33. About 30% of Etsy marketplace GMS in 2025 came from custom or made-to-order items (Etsy, 2025 Form 10-K).

34. Searches rose over 1,200% for linen clothing on Etsy in the three months to November 3, 2025 (Etsy, 2026 Color of the Year). Etsy compared those searches with the same period a year earlier.

35. Searches rose 4,200% for bridesmaid baskets on Etsy in the three months to February 10, 2026 (Etsy, Spring/Summer 2026 Seller Trend Report). Etsy compared those searches with the same period a year earlier.

Who Sells on Etsy?

Most figures below come from a survey Etsy ran of its sellers.

36. 80% of Etsy sellers identify as women, according to Etsy’s 2024 seller survey (Etsy, 2024 Seller Report). The survey covered 2,402 sellers in six countries.

37. 89% of Etsy sellers are businesses of one, Etsy’s 2024 seller survey found (Etsy, 2024 Seller Report).

38. 97% of Etsy sellers run their businesses from home, Etsy’s 2024 seller survey found (Etsy, 2024 Seller Report).

39. 43 is the average age of an Etsy seller, according to Etsy’s 2024 seller survey (Etsy, 2024 Seller Report).

40. 29% of Etsy sellers say their creative business is their sole occupation, per Etsy’s 2024 seller survey (Etsy, 2024 Seller Report). That business covers sales both on and off Etsy.

41. Etsy sellers’ creative businesses provide 11% of their household income, on average, per Etsy’s 2024 seller survey (Etsy, 2024 Seller Report).

42. 64% of Etsy sellers say financial challenges prompted them to start their business, per Etsy’s 2024 seller survey (Etsy, 2024 Seller Report). Rising cost of living or inflation were the main contributors cited.

43. The Etsy marketplace ended 2025 with 5.6 million active sellers, down year over year (Etsy, 2025 Form 10-K). Etsy says the count stabilized from the second quarter of 2025.

How Much Does Etsy Charge Sellers?

These fees and seller terms come from Etsy’s seller policies.

44. Etsy charges a 6.5% transaction fee on each sale in 2026, including shipping and gift wrapping (Etsy, Fees & Payments Policy).

45. Etsy charges $0.20 to list each item for sale in 2026 (Etsy, Fees & Payments Policy). Listings renew automatically after four months unless the seller turns renewal off.

46. 3% plus $0.25 per order is Etsy’s 2026 payment processing fee for sellers whose bank account is in the United States (Etsy, Payments Policy). The rate depends on where the seller’s bank account is located.

In Etsy’s fee policy, “Offsite Ads” orders are any orders from a shop placed within 30 days of a buyer clicking an ad for that shop’s listing. Etsy buys these ads on other sites, such as social networks and search engines.

47. 15% is Etsy’s standard 2026 Offsite Ads fee for shops that have never made $10,000 in sales over a 365-day period (Etsy, Fees & Payments Policy). Once a shop reaches that level, it pays 12% for the life of the shop.

48. Etsy caps its Offsite Ads fee at $100 per attributed order in 2026 (Etsy, Fees & Payments Policy).

49. Etsy Plus, an opt-in seller subscription, costs $10 a month in 2026 (Etsy, Fees & Payments Policy).

50. Etsy may cover buyer refunds of up to $250 under its Purchase Protection program for sellers, as of 2026 (Etsy, Purchase Protection for Sellers). Sellers must meet conditions such as shipping on time with valid tracking.

Etsy Listing Removals and Shop Closures

Etsy’s yearly transparency report covers listings and shops it removes for intellectual property, counterfeit, and safety reasons.

51. Etsy processed around 111,000 alleged intellectual property infringement reports in 2025, up 30% from the year before (Etsy, 2025 Transparency Report).

52. 64% of intellectual property takedowns on Etsy in 2025 involved copyright (Etsy, 2025 Transparency Report). Another 33% involved trademarks.

53. Etsy removed about 180,000 listings for potential counterfeit violations in 2025 (Etsy, 2025 Transparency Report). These were flagged by Etsy’s internal systems.

54. Etsy closed about 28,000 shops in 2025 for repeat infringement or counterfeiting (Etsy, 2025 Transparency Report). Etsy called this an uptick of 3.8% from 2024.

55. Etsy removed more than 50,000 items for potential safety reasons in 2025, including recalled products (Etsy, 2025 Transparency Report).

Etsy Company Facts

56. Etsy was founded in June 2005 in Brooklyn, New York, as a marketplace for handmade goods and craft supplies (Etsy, 2015 IPO prospectus).

57. Etsy priced its IPO at $16.00 per share in April 2015 (Etsy, 2015 IPO prospectus).

58. Kruti Patel Goyal became Etsy’s CEO on January 1, 2026, succeeding Josh Silverman (Etsy, Form 8-K (October 2025)). Silverman became executive chair of the board.

59. Etsy, Inc. had 2,375 employees worldwide at the end of 2025 (Etsy, 2025 Form 10-K). About 475 of them worked at Depop.

60. Etsy announced cuts of roughly 220 jobs, about 12% of its workforce, in August 2026 (Etsy, Q2 2026 shareholder letter). It expects headcount of about 1,600 afterward.

61. Etsy bought back 14.4 million of its own shares in 2025, at a total cost of $777.1 million (Etsy, 2025 Form 10-K).

62. Etsy spent $250 million buying back about 3.9 million shares in Q2 2026 (Etsy, Q2 2026 shareholder letter). A new $2 billion buyback program was authorized on August 3, 2026.

Depop and Reverb Statistics

Etsy has sold Depop and Reverb, marketplaces it used to own.

63. Etsy received about $1.4 billion in cash when it sold Depop to eBay on July 30, 2026 (Etsy, Form 8-K (July 2026)). That included a $1.2 billion purchase price plus net adjustments and interest.

64. Depop’s GMS was $1.07 billion in 2025, up 36.3% year over year (Etsy, 2025 Form 10-K).

65. Depop had 7.0 million active buyers and 3.2 million active sellers at the end of 2025 (Etsy, 2025 Form 10-K).

66. 87% of Depop’s buyers in 2025 were under the age of 34 (Etsy, 2025 Form 10-K).

67. Etsy sold Reverb for $105.0 million in cash, subject to closing adjustments, in a deal that closed June 2, 2025 (Etsy, 2025 Form 10-K). Etsy recorded a $5.1 million loss on the sale.

68. Reverb’s GMS was $381.3 million in 2025, counted until its sale on June 2, 2025 (Etsy, 2025 Form 10-K).

Conclusion

Etsy now runs one marketplace. Its buyer count has held steady, while spending per buyer and the app’s share of sales have grown. Most sellers work alone and from home, and they pay several kinds of fees. We’ll update this page as new data comes out.