Is Selling on Etsy Worth It? Pros and Cons

Key highlights

• Massive customer base: Tap into millions of shoppers actively searching for unique products. 
• Ease of setup: Create an Etsy shop quickly with a user-friendly interface. 
• Built-in marketing: Utilize Etsy ads, offsite ads and social media exposure. 
• Low upfront costs: Start selling with minimal investment and manageable Etsy fees. 
• Sell beyond Etsy with Bluehost: Own your brand using Bluehost WordPress Commerce Solution. 

Introduction

Imagine this: You’re passionate about crafting beautiful handmade jewelry or curating unique vintage finds. Your friends and family rave about your creations and you start wondering—Could I actually turn this into a business? Then, someone suggested Etsy, the go-to marketplace for artisans, collectors and creative entrepreneurs. 

With over 90 million active buyers, Etsy seems like the perfect place to launch your side hustle or even a full-fledged online business. But before you dive in, you might ask yourself: 

• Is Etsy selling really worth it? 
• How much do Etsy fees actually eat into profits? 
• Can I stand out among millions of sellers? 

The truth? Etsy is a fantastic platform for selling handmade goods, vintage items and craft supplies. You gain access to a global marketplace with Etsy’s search traffic and marketing tools like Etsy Ads. However, you also must pay listing fees, transaction fees and offsite ad costs. Plus, competition is fierce and standing out requires innovative SEO strategies and social media marketing. 

In this guide, we’ll explore: 

• The pros and cons of Etsy selling—so you know exactly what to expect 
• Winning strategies for how to sell on Etsy successfully, from Etsy search optimization to leveraging social media platforms 
• Key costs and challenges, including Etsy fees, payment methods and common questions new sellers face 

By the end, you’ll have a clear picture of whether Etsy selling is the right path for your creative business. Ready to dive in? 

Let’s go! 

Is Etsy selling the right choice for you? 

Etsy selling offers a great platform for artisans, vintage collectors and handmade creators. With a built-in audience, easy setup and marketing tools, it simplifies online selling. However, Etsy fees, competition and policy changes can impact profits.  

If you seek flexibility and branding control, pairing Etsy with a personal website using Bluehost WooCommerce hosting can enhance your business growth and sales potential. 

Understanding Etsy as a marketplace 

Etsy is an eCommerce platform focused on handmade goods, vintage items and craft supplies. Unlike general marketplaces like Amazon, Etsy caters to a niche audience that values craftsmanship and unique designs. 

The future of Etsy in 2025 and beyond

Etsy continues to evolve, introducing features like Etsy Plus, Etsy Ads and improved Etsy search algorithms. However, the rise of mass-produced items and increasing transaction fees raises concerns for sellers. Staying ahead in 2025 will require strong marketing efforts and strategic use of social media platforms like Instagram and Pinterest. 

Despite its popularity as a custom and handmade marketplace, Etsy is still a small player in the eCommerce space compared to Amazon, WooCommerce or Shopify. In 2023, Etsy had just 0.13% market share, with about half of its sellers based in the United States.   

Etsy also saw its biggest growth during the pandemic, like many other online platforms. There have been 95-96 million buyers so far this year, but the number of active sellers has increased by 21% after a brief decline in 2022, showing promise for more growth in 2025.   

The majority of Etsy shoppers are women, but Etsy’s annual report shows that the male customer base is growing rapidly. This means there’s an opportunity to reach more buyers by offering products for men. You should, however, keep in mind that women often purchase gifts as gifts, such as couple’s t-shirts.   

Choosing a target audience based on their age is also important. Nearly half of Etsy’s visitors are between 18 and 34 years old. So, in 2025, creating products that appeal to young adults, young professionals and parents of young children could be your best strategy.   

The most popular categories on Etsy, like jewelry, craft supplies, paper goods and wedding items, are likely to stay in demand in 2025. Additionally, household items and wellness products have been rising in popularity, offering a great opportunity for sellers looking to explore new niches.

Who is Etsy best for?

Etsy is an excellent platform for: 

• Artisans and crafters selling handmade goods such as jewelry, clothing or home decor 
• Vintage collectors who specialize in rare or antique items 
• Makers of digital products like printables, planners and graphic designs 
• Small business owners looking for a side hustle to supplement income 
• Those who want a new storefront without the hassle of creating a website from scratch 

If you fit into one of these categories, Etsy could be a great place to grow your online business. 

What are the pros of selling on Etsy? 

Etsy is the biggest market for one-of-a-kind and custom-made things, giving artists and small business owners a unique place to sell handmade items.  

Etsy is better than selling on your own website or other options in a number of ways. For one, it lets you show off your work to people all over the world. 

1. Access to a global market 

One of the biggest reasons for opening an Etsy store is its huge customer base. Etsy has nearly 100 million active buyers. It’s a big pool of potential customers, even compared to Amazon’s 300 million users. 

When you start your own online store, you’ll need to build your audience from the ground up. Without a strong social media presence or brand, this can take much more time and money than using Etsy’s active customer base. 

2. Quick and easy set-up 

Setting up an Etsy shop is fast and simple, taking less than 10 minutes. You don’t need any technical skills and there are no monthly or yearly fees for creating an account. You only pay when you’re ready to sell and list your first product. 

If you create an online store, you’ll need to hire a web designer or build it yourself using platforms like Squarespace, WordPress or Shopify. Plus, you’ll have to pay for the site, even if you aren’t making sales. 

Etsy’s easy setup also lets you test new product ideas with little risk. Digital products have a low entry barrier. It is easy to spot trends and sell across platforms without a big upfront investment. 

3. Low starting costs 

While it does cost money to sell on Etsy, the fees are much lower compared to other platforms. For example, Amazon Handmade takes 15% off each sale, whereas Etsy charges just $0.20 per Etsy listing fee. 

You don’t need a large upfront investment to start selling on Etsy. If you create your own online store, you’ll have to pay for design, hosting and a domain name before showing your products to customers. 

By learning Etsy SEO, you can increase your visibility without spending too much. Since Etsy’s algorithm is simpler and more stable than Google’s or social media’s, it’s easier to reach the right audience and maintain your visibility longer. 

4. Multiple marketing opportunities 

Etsy makes it effortless to list your products. But, the real challenge is marketing and selling them through your Etsy storefront. Luckily, Etsy provides several tools to help promote your shop and reach more customers.

You can use Etsy ads, offer discounts and run free shipping promotions. You can also use offsite ads and social media integrations. Etsy’s promotion guide makes it easier to market your shop, even if you’re not a marketing expert. 

Advertising on Etsy takes time and practice to succeed. Promoting your own website usually requires much more effort. You may need a marketing expert to get your Etsy listing noticed on Google or social media. 

5. Community Support and SEO Benefits

Etsy forums, seller communities and great customer service support provide valuable insights and assistance. Additionally, Etsy’s search engine optimization (SEO) structure makes it easier for sellers to appear in search results, bringing in new customers without relying solely on paid marketing efforts. 

6. Extensive learning resources 

One often-overlooked benefit of selling on Etsy is its wealth of helpful resources. The Etsy Seller Handbook covers everything. It includes optimizing your listings for search engines. It also includes building an audience and a content strategy. 

You can use Etsy’s resources and online tools like EtsyHunt, eRank and Alura. They can help with market research and improve your listings. 

Etsy also offers a dedicated community page with forums where sellers can collaborate and share insights. It’s hard to find a sense of community when selling on your own. You need to seek out online groups or attend events to connect with other sellers. 

What are the cons of selling on Etsy? 

Etsy seems like a great opportunity for small businesses to sell handmade or vintage items. But, it has its challenges. 

While the platform is user-friendly and easy to join, there are many rules to follow. Plus, with growing competition, it can be harder to stand out and reach profitability. 

1. Numerous Etsy seller fees 

Listing a product on Etsy costs less than a dollar, with a $0.20 listing fee per item, but there are several other Etsy fees to consider and many sellers have noted that these costs are increasing. This can negatively impact profit margins, especially for smaller shops. 

On top of the listing fee, Etsy charges a 6.5% transaction fee on every sale and sellers also need to account for additional fees such as payment processing fees, which vary depending on the order amount through Etsy Payments.

Shipping fees are another consideration, as sellers may need to cover the cost, though some may pass this on to buyers if they don’t offer free shipping. 

Additionally, Etsy sellers can opt to use advertising options like Etsy Ads or offsite ads, which come at an extra cost based on their budget. For those looking to grow their shop, there’s also the Etsy Plus package, which costs $10 a month and provides more advanced tools.

With rising Etsy seller fees, it’s becoming essential for sellers to carefully monitor their costs to maintain profitability. 

2. Tough competition 

Although major international brands can’t sell on Etsy, that doesn’t mean there’s no competition. In 2023, there were over 9 million active sellers. Some categories are especially crowded, making it harder but not impossible, to stand out. For example, a search for “custom mugs” brings up thousands of similar listings. 

This intense competition leads many potential sellers to question if selling on Etsy is worth it. You’ll need to regularly adjust prices and run promotions to stay competitive. and protect your bottom line. Plus, even unique designs aren’t fully protected from copycats who can mimic your ideas and sell them at a lower price.

Idea theft can happen anywhere online. But Etsy makes it easier to spot top-selling products through customer reviews and badges like “Popular now” and “Bestseller.” 

3. Influx of mass-produced items 

Etsy was once a platform for artists, craftsmen and collectors to showcase their unique creations. However, many categories are now filled with cheap, factory-made items. This drives prices down and hurts small, local artisans. 

Some Etsy users have raised concerns on forums about products falsely labeled as “locally made.” They are actually resold items from sites like AliExpress. 

Etsy doesn’t allow reselling, except for vintage or craft supplies. It takes time to catch and ban rule-breakers. However, you can still work with a production partner, like a print-on-demand service, if you design the product yourself. 

4. Limited brand control 

When you have your website, you have complete freedom to design and control how it looks and works. On Etsy, you can’t customize or brand your shop as much. You must follow the platform’s rules. 

You can only personalize your Etsy shop by changing the banner and shop description. It’s like other marketplaces, such as Amazon and eBay. This isn’t a big issue for most Etsy sellers. The limits apply to everyone. But some worry about the lack of control over their shop. 

Because you don’t own your Etsy store, you’re more like a renter of space you can’t control what happens on the platform. Etsy might change product categories or marketplace features. This could hurt your business or even shut down your shop. 

5. Unexpected suspensions 

Etsy is clear about possible policy violations and reasons for suspensions. However, many community members report surprise at repeated account suspensions without valid explanations. 

Most suspensions stem from issues with ID checks or selling copyrighted elements in your designs. Etsy usually sends a warning. It tells you how to fix your shop. Yet, the procedure may not be clear. You’ll need to contact Etsy support to resolve the issue. 

6. No direct customer relationships

Etsy controls most aspects of buyer-seller interactions. Unlike an independent online store, where you can build an email list and engage directly with customers, Etsy limits direct communication. This makes it harder to create lasting customer relationships, upsell products or drive repeat business without relying on Etsy’s ecosystem. 

As long as you follow the rules and use the platform as intended, your Etsy business should be fine. However, consider diversifying your sales channels for extra safety.  

Winning strategies for how to sell on Etsy successfully   

Selling on Etsy can be a highly rewarding endeavor for artisans, crafters and small business owners. To thrive in this market, you must use effective strategies. These strategies must address key aspects of your business, as Etsy sellers often review these critical factors.

Here are strategies to make your shop stand out and stay profitable.  

1. Optimize your listings for SEO 

Keyword research 

Good SEO (Search Engine Optimization) is vital. It boosts your shop’s visibility on Etsy and Google. First, find keywords that potential customers might use to search for your products. Use tools like Etsy’s search bar, Marmalead or eRank.

They can find popular, long-tail keywords like “sell handmade,” “vintage items,” and “digital products.” Using these keywords in your listings can boost their search visibility. 

Descriptive titles and tags 

Craft clear, descriptive titles that naturally incorporate your primary keywords. Place the most important keywords at the beginning of the title to enhance search ranking.

Additionally, utilize all available tag slots with relevant keywords and phrases. This mix of broad and specific tags helps capture a wide range of search queries, making it easier for potential buyers to find your products. 

2. Leverage social media platforms 

Promote your products 

Use social media, like Instagram, Pinterest and Facebook, to show your products. It will drive traffic to your Etsy shop or website. High-quality images and posts can attract followers interested in your handmade or vintage items.

Use Instagram Stories, Pinterest Boards and Facebook Shops. They will help you create a cohesive, appealing brand presence. 

Engage with your audience 

Building a community around your brand is important for long-term success. Engage your followers. Respond to comments, share behind-the-scenes content and run promotions or giveaways.

Engaging content builds connections and loyalty. It encourages customers to return and recommend your shop. 

3. Utilize Etsy ads and offsite ads 

Boost visibility 

Investing in Etsy ads can significantly increase the exposure of your listings. Etsy offers various advertising options that allow you to promote your products within the platform, ensuring they appear prominently in search results and other key areas.

This targeted exposure can lead to higher click-through rates and more sales. 

Monitor performance 

Regularly review your ad performance metrics to optimize your ad spend and maximize return on investment (ROI). Track key metrics like click-through rates (CTR) and conversion rates.

Also, check the cost per click (CPC). These will assess your campaigns’ effectiveness. Use this data to refine your ads. Focus on high-performing keywords and adjust budgets. 

4. Provide excellent customer service 

Prompt responses 

Timely and professional responses to customer inquiries build trust and encourage repeat business. Aim to answer questions within 24 hours and provide clear, helpful information.

Excellent customer service can lead to positive reviews, which enhance your shop’s reputation and attract more buyers. 

Quality products and packaging 

Ensure your handmade items are of high quality and well-packaged to enhance the customer experience. Durable, attractive packaging protects your products in transit. It also creates a memorable unboxing experience.

Add personal touches, like thank-you notes or branded packaging. This will delight your customers and encourage positive feedback. 

5. Engage in the Etsy community 

Participate in forums 

Active participation in Etsy forums allows you to connect with other sellers, share tips and stay updated on platform changes. These discussions can offer valuable insights. They can help you overcome challenges and create a supportive community.

Learning from the experiences of other Etsy sellers can inspire new ideas and strategies for your own Etsy shop worth well. 

6. Collaborate with other sellers 

Teaming up with other Etsy sellers for joint promotions can help. It can expand your reach and introduce your products to new audiences.

Collaborations can take many forms. They include co-hosted giveaways, shared marketing campaigns and creating complementary product sets.

These partnerships use the strengths of multiple sellers. They increase visibility and sales for all parties involved. 

How to sell on Etsy with your own website?

While Etsy is a fantastic marketplace for reaching customers interested in handmade and vintage products, having your own website alongside your Etsy shop can significantly boost your brand’s credibility, sales and customer retention.  

A standalone website gives you full control over branding, customer relationships and marketing strategies without being limited by Etsy’s fees, policies and marketplace rules. 

Here are the steps to build your own website: 

Step 1: Secure a custom domain name

The first step to establishing a strong online presence is securing a custom domain name. This is your online address and having a memorable domain name helps customers recognize and trust your brand beyond Etsy. 

• Visit Bluehost’s domain registration page and search for an available domain 
• Choose a domain that matches your Etsy shop name to maintain brand consistency 
• Select the best extension (e.g., .com, .shop, .store) for your business 
• Complete the purchase and connect it to your hosting plan 

A custom domain name allows you to establish brand identity and makes your shop look more professional when sharing links on social media, email campaigns and marketing materials. 

Step 2: Choose a WooCommerce hosting plan

To run an independent eCommerce store, you need a reliable hosting plan that ensures fast loading speeds, security and scalability. Bluehost offers specialized WooCommerce hosting, which is optimized for WordPress-based online stores. 

When you purchase Bluehost WooCommerce hosting, you gain access to a powerful suite of features designed to streamline your online store setup, security and performance.   

With our comprehensive solution you get: 

• Bluehost WordPress Commerce Solution: With feature-rich Bluehost WordPress Commerce Solution, you can seamlessly integrate your own online store with your Etsy shop. The solution is an all-inclusive eCommerce toolkit that includes AI-powered site creation, secure payments, store analytics and automated backups. This way, you can diversify your revenue streams, build a loyal customer base and gain more flexibility over your business growth. 
• Freebies to kickstart your store: Get a free domain (1st year), free SSL (Let’s Encrypt) and free CDN (Cloudflare with Argo Routing) for enhanced security and performance. 
• Advanced security & performance: Enjoy Web Application Firewall (WAF), DDoS protection, free malware scanning and managed WordPress & PHP updates for a secure, high-speed store. 
• Seamless customer experience: Offer product search & filtering, gift cards, wishlists, customer account customization and secure checkout for an optimized shopping journey. 
• Sales & marketing tools: Utilize Sales & Promotions Builder by Wondercart and Free Yoast SEO to drive traffic and conversions effortlessly. 
• Business essentials: Access Pro Email (free trial), automated real-time backups and free site migration to ensure smooth store operations. 
• 24/7 support & developer-friendly features: Benefit from round-the-clock chat & phone support, SSH & WP-CLI access, WordPress staging site and static & object caching for seamless store management. 

With WooCommerce hosting, you get all the tools necessary to create a professional eCommerce website while still maintaining your Etsy shop. This all-in-one solution simplifies store creation, enhances security and boosts sales—making it ideal for entrepreneurs and growing businesses. 

Step 3: Set up your WordPress Commerce store

Once your hosting is set up, it’s time to build your eCommerce store using Bluehost WordPress Commerce Solution. This suite of tools helps you design a stunning website without needing advanced technical skills. 

• Use WonderBlocks: A collection of WordPress blocks to create and customize your storefront effortlessly. 
• Enable SEO tools: Bluehost includes Yoast SEO to help optimize your website’s content for better search rankings. 
• Set up payments: Integrate PayPal, Stripe and WooCommerce Payments to accept secure transactions. 
• Implement product listings: List the same products you sell on Etsy, making it easier to cross-promote your Etsy shop and independent store. 
• Offer subscription-based products: Use YITH Subscriptions to create recurring revenue streams, such as exclusive handmade product memberships. 
• Enable advanced customer support features: Implement live chat, FAQs and automated email sequences to engage with customers. 

Also read: Build your WooCommerce Store with Bluehost WordPress Commerce Solution 

Step 4: Sync your Etsy shop with your WooCommerce store

Once your independent store is live, you can sync your Etsy listings with WooCommerce using Ecomdash, providing a unified solution for multichannel selling. With Ecomdash, you can: 

• Manage inventory across multiple marketplaces like Etsy, eBay, Amazon, Walmart and more—preventing overselling or stockouts. 
• Automate listings and keep product details updated across all platforms from a single dashboard. 
• Streamline order management by importing and tracking orders in real time. 
• Access insightful reports on sales, inventory and tax data to optimize business performance. 
• This integration simplifies multichannel selling, enhances efficiency and expands your reach—making it easier to scale your online business. 

This multichannel approach gives you more control over your business, fewer restrictions on branding and marketing and direct customer relationships. 

Step 5: Market your brand beyond Etsy

Selling on Etsy is great for organic discovery, but promoting your brand beyond Etsy increases long-term success. With a WordPress-powered store, you can take advantage of advanced marketing strategies, including: 

• SEO optimization: Maximize search visibility with Yoast SEO plugins: 
• Yoast SEO Free: Automates technical SEO and simplifies content optimization, helping you improve rankings while saving time. 
• Yoast WooCommerce SEO: Enhances product pages for better search performance, increasing organic traffic and sales. 
• Yoast News SEO: Optimizes content-heavy or news-based sites with automatic news sitemap generation, ensuring faster indexing in Google News. 
• Yoast Video SEO: Boosts video content visibility, automates XML sitemaps and improves video previews for higher rankings. 
• Yoast Local SEO: Helps local businesses appear in location-based searches, attracting nearby customers and increasing foot traffic. 
• Email marketing: Utilize CreativeMail Email Marketing to engage with customers and send promotions. 
• Social media integration: Drive traffic to your website from Instagram, Facebook, Pinterest and TikTok. 
• Paid advertising: While Etsy offers Etsy Ads and Offsite Ads, you can also run targeted Google and Facebook Ads for more direct customer reach. 
• Loyalty programs & gift cards: Implement YITH Points & Rewards and YITH WooCommerce Gift Cards to boost repeat purchases. 

By combining Etsy with a self-hosted WooCommerce store on Bluehost, you unlock full control over your pricing, branding and customer engagement strategies, ensuring long-term eCommerce success.  

This step-by-step guide will help you sell on Etsy while establishing your independent eCommerce presence with Bluehost. 

Etsy vs. other platforms: A quick comparison 

Etsy is a popular marketplace for handmade, vintage and unique goods, but how does it stack up against other eCommerce platforms? Each platform offers its own benefits, catering to different types of sellers and buyers.  

Let’s take a quick look at how Etsy compares to its competitors: 

Feature	Etsy	Shopify	Wix	Bluehost
Fees	Transaction, listing, processing, offsite ads	Monthly subscription + transaction fees	Monthly subscription + payment fees	Hosting fee only
Customization	Limited	High	High	Full control
Marketing support	Etsy Ads, Offsite Ads	SEO, email marketing, ads	SEO, email marketing	SEO, email, promotions
Scalability	Moderate	High	Moderate	High
Ownership & branding	Etsy-owned	Full control	Full control	Full control

Etsy provides a convenient marketplace for artisans and vintage sellers, offering built-in traffic and an easy-to-use platform. However, it comes with listing fees, transaction costs and limited branding flexibility. Other platforms, such as Shopify, Wix and Bluehost, offer greater control, customization and scalability—making them ideal for long-term business growth.  

For those seeking a fully customizable and scalable solution, Bluehost stands out as the best option, providing robust eCommerce tools, seamless integrations and the flexibility to grow a brand beyond marketplace limitations. 

Final thoughts

Etsy is an incredible marketplace for creative entrepreneurs, but that doesn’t mean you cannot explore your options. Whether you’re selling handmade jewelry, vintage collectibles or custom prints, choosing the right niche and standing out from the competition is key.

Leveraging Etsy’s built-in audience while optimizing your pricing, marketing and branding can make all the difference. 

Diverse product range to sell on Etsy: 

• Handmade crafts: Jewelry, candles, pottery, home décor and art prints. 
• Vintage items: Clothing, furniture, accessories and collectibles. 
• Personalized goods: Custom gifts, monogrammed items and tailored designs. 
• Craft supplies: Fabrics, beads, embroidery kits and DIY tools. 
• Digital products: Printable planners, artwork, templates and stickers. 

Selling on Etsy is a great start, but scaling your business requires your own website. With Bluehost’s WooCommerce hosting, you gain independence while still leveraging Etsy’s massive audience. 

Ready to take control of your brand and profits? Start your WooCommerce store with Bluehost today!

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