Total website visits to etsy.com peaked in November 2023, with over 650 million visits. Headquartered in New York, Etsy is a leading consumer-to-consumer (C2C) marketplace specialized in handmade crafts.

As of October 16, 2024, CaitlynMinimalist was the Etsy seller with the most sales on the platform in the previous year. The store, which sells jewelry, recorded over 680,000 purchases by Etsy buyers in 12 months. Esty’s Overview Etsy, an online marketplace, generates revenue from three primary segments: marketplace revenues, this includes fees for sales transactions and listings of products; seller service revenues; and other revenues which includes third-party payment processor fees. The annual revenue of Etsy has steadily increased over the past years, reaching over 2.7 billion U.S. dollars, which in part is due to a steady increase of investment into their advertising. Usage of Etsy When ranking the leading websites by share of visits in the United States, esty.com was fourth, outranked by amazon.com, ebay.com, and walmart.com. Still, over the past years, the number of active Etsy sellers has increased, reaching over 9 million in 2023. That year, Etsy's active buyers also grew, reaching over over 96 million, a new high for the company.

Over the first quarter 2024, Etsy counted approximately 6.2 million unique users in Italy. The average number of unique users has increased since 2020, when the marketplace had been visited by 1.4 million users.

In 2024, about 8.1 million sellers sold goods through the Etsy Inc's platforms, a decrease from the nine million active sellers in the previous year. By comparison, there were around 96 million active Etsy buyers worldwide. Etsy sellersEtsy has sellers from 234 countries, most of them being based in the United States. With so many users across Etsy Inc's marketplaces, it is easy to question what motivates Etsy sellers to run their shops. In the latest recorded year, 71 percent of Etsy sellers reported that they considered their Etsy shop as a business. Another 82 percent of Etsy sellers aspired to increase their sales in the future. From the seller’s side of things, Etsy platforms are also women-dominated, with the majority of Etsy sellers identifying as women as of 2021. Etsy marketplace salesThe online marketplace has three core sections: handmade, vintage and supplies. During the coronavirus pandemic, the most popular categories among handmade Etsy sellers worldwide were home & living, art & collectibles and jewelry. In 2021, Etsy’s annual gross merchandise sales volume (GMV) amounted to nearly 13.5 billion U.S. dollars, up from 10.3 million in product sales in 2020.

As of June 2021, Amazon was the most visited e-commerce site in the United States, recording approximately 2.45 billion monthly visits to Amazon.com. eBay ranked second, with more than 885 million visits per month, while Walmart came in third, surpassing 410 million.

Online retail in a nutshell Online retail in the United States is a multi-billion dollar sector of business-to-consumer transactions where goods and services are sold via the internet. There are several business models at play here with the likes of Walmart, Home Depot, or Target based on brick-and-mortar stores whereas others such as Amazon, eBay, or Etsy are designated online marketplaces. It also includes eBay which allows third-party or private sellers to market their goods.

Online retail sites enable customers to browse through a range of products before placing them into an electronic shopping cart. Unlike their retail counterparts, online retail sites are not bound to a physical location or limited by store opening hours, and as such, have proven themselves immensely convenient for consumers. Apparel & accessories and computers & consumer electronics are some of the most popular e-commerce categories in the United States.

Fast-growing retailers In addition to being the most visited retail site in the United States, Amazon also accounts for the vast majority of e-commerce sales. Over the past few years, Amazon’s retail sales in the United States have grown steadily, however, competition in this space is growing strong. Etsy, followed closely by Walmart and Target, are among the companies that recorded the fastest online retail sales growth in 2021.

As of April 2023, Amazon was the most visited online marketplace in the United States, with about *** billion visits per month. Second place went to eBay, with approximately *** million visits, followed in third place by Etsy, with close to *** million. U.S.-founded online marketplaces dominate the industry In 2023, Amazon ranked as the online marketplace generating the highest gross merchandise value (GMV) in the United States. That year, its GMV reached over *** billion U.S. dollars. The company is able to maintain its dominant market position due to its broad product offerings, from furniture, home goods and accessories to health and personal care products, gaining a huge chunk of the online market. Another U.S.-founded brand, Walmart, placed second in the ranking, with a GMV of around *** billion U.S. dollars. Chinese shopping apps challenge U.S. retailers Despite the dominance of U.S. retailers, when it comes to shopping apps, two Chinese companies are heading the market. In 2023, Temu was the most downloaded e-commerce app in the U.S., with over *** million downloads, followed by SHEIN with a download count of around ** million. Amazon placed third, with users downloading the app roughly ** million times. Temu was estimated to have over *** million active users on its app in the U.S. alone, almost triplicating the number from January to April in 2023. In July of that year, the company was able to retain almost ** percent of its shoppers within a **-day period, meaning the percentage of customers who continue to purchase from the company over the period, as opposed to leaving or switching to a competitor.

Following a rise in popularity during the COVID-19 pandemic in 2020, the e-commerce platform focused on vintage, handmade, and specialty wholesale items, Etsy, continued to see the results of its popularity in the following years. While gross merchandise sales peaked in 2021, in 2024, Etsy's gross merchandise sales volume still amounted to over 12 billion U.S. dollars. Attaining and retaining consumers Following the coronavirus pandemic in 2020, the e-commerce platform maintained its jump in popularity in 2021 and 2022. In 2022, the company spent about 22 million dollars more on its global advertising expense than in the previous year. Etsy's advertising spend has been consistently rising since 2016. In addition to advertising spend, Etsy also made sure to increase its global marketing expense, both dependable methods in order to attract new users towards buying or selling on the platform. Bridging the gap between artists and buyers Even though, or precisely because, Etsy operates on a niche market model, the online marketplace has managed to attract a large number of sellers and buyers over the past few years. Following the e-commerce boom triggered by the coronavirus, the number of active sellers on the platform went from 4.4 million in 2020 to 7.5 million a year later. Similarly, the number of buyers grew by nearly 18 percent in a year, with approximately 96 million users making at least one purchase in 2021. In 2022, while growth has declined, it has not been by much. The platform still retains 7.47 million sellers, along with 95 over million buyers.

In 2024, there were approximately 95.45 million active buyers who purchased goods through the Etsy ecosystem. The number of Etsy's active buyers peaked in 2023 is higher than it ever has been, just over the amount of buyers recorded in 2021 (96.34 million). An overview of EtsyEtsy is an online commerce website with strong integration of social features such as user profiles and collections, as well as interactive seller storefronts and the ability to share content to other social networks. In 2021, Etsy’s annual company revenue amounted to over 2.3 billion U.S. dollars, with the majority of revenues generated through its marketplace. That year, the social commerce site’s annual merchandise sales volume amounted to 13.5 billion U.S. dollars. Etsy salesEtsy sellers predominantly offer handcrafted or vintage products, and the platform serves as the most popular marketplace for such items. As the platform has a large pool of active buyers, the same can be said about the number of active sellers on Etsy. Both buyers and sellers helped the company increase its annual gross merchandise sales by 33 percent from 2020 to 2021.

In the fourth quarter of 2024, the e-commerce company Etsy Inc. reported a total of 89.6 million active buyers globally who purchased goods through the Etsy ecosystem.

The e-commerce M&A landscape was relatively quiet in 2023 and 2024. The acquisitions made in recent years did not make it into the all-time top 10 based on deal value. The purchase of Flipkart, an Indian online shopping platform based in Bengaluru, by Walmart in 2018 ranks as one of the largest e-commerce startup acquisitions to date, with a value of 16 billion U.S. dollars. Online food delivery company Wolt was bought by DoorDash in 2018, an operation which cost the acquiring company some 8.1 billion dollars. Most recently in December 2022, the Turkish quick commerce company Getir acquired its German competitor, Gorillas, for 1.2 billion U.S. dollars. Quick commerce giants Getir and Gorillas are two of the best-funded quick commerce startups in the world. In its home country of Germany, Gorillas was not only the leading quick commerce startup, but the leading e-commerce startup in all segments in terms of funds raised, with 1.3 billion U.S. dollars of investments accumulated as of December 2022. Different regions, different startup realities The e-commerce startup landscape varies widely from one region of the world to the next. This can be seen clearly when comparing the funds raised by e-commerce startups in Africa to the funds raised by Mexican e-commerce startups, or the UK.

How high is the brand awareness of Etsy in the UK?When it comes to second-hand apparel online shop users, brand awareness of Etsy is at 81% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Etsy in the UK?In total, 40% of UK second-hand apparel online shop users say they like Etsy. However, in actuality, among the 81% of UK respondents who know Etsy, 49% of people like the brand.What is the usage share of Etsy in the UK?All in all, 33% of second-hand apparel online shop users in the UK use Etsy. That means, of the 81% who know the brand, 41% use them.How loyal are the customers of Etsy?Around 27% of second-hand apparel online shop users in the UK say they are likely to use Etsy again. Set in relation to the 33% usage share of the brand, this means that 82% of their customers show loyalty to the brand.What's the buzz around Etsy in the UK?In July 2022, about 30% of UK second-hand apparel online shop users had heard about Etsy in the media, on social media, or in advertising over the past three months. Of the 81% who know the brand, that's 37%, meaning at the time of the survey there's some buzz around Etsy in the UK.If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.