Etsy Statistics 2026
Comprehensive data on Etsy's revenue, marketplace sales, active sellers and buyers, and competitive strategy. Sourced from Etsy SEC filings, Statista, CNBC, and industry reports.
Etsy's fiscal year follows a calendar year (January–December). This page reflects CY2024 actuals and CY2025 estimates.
$2.83B
2024 Revenue
+3.2% YoY
92M
Active Buyers
Global
9.1M
Active Sellers
+12% YoY
$13.2B
GMS (2024)
Gross merch sales
Key Takeaways
- Etsy generated $2.83 billion in revenue in 2024, driven by marketplace fees, advertising, and Etsy Payments
- The platform hosts 9.1 million active sellers and 92 million active buyers across 200+ countries
- Gross Merchandise Sales (GMS) reached $13.2 billion in 2024, with the average order value at $31
- Etsy's subsidiary portfolio includes Depop (Gen Z fashion), Reverb (musical instruments), and Elo7 (Brazil crafts)
Revenue & Financials
Etsy generated $2.83 billion in revenue in 2024
Etsy's total consolidated revenue reached $2.83 billion in 2024, a 3.2% increase from $2.75 billion in 2023. Revenue growth was driven by increased advertising adoption among sellers and higher take rates. The marketplace revenue model is primarily based on listing fees ($0.20 per item), 6.5% transaction fees, and optional promoted listings.
Gross Merchandise Sales (GMS) reached $13.2 billion
Total GMS across the Etsy marketplace was $13.2 billion in 2024, a modest 1.5% increase from $13.0 billion in 2023. While GMS remains below the pandemic peak of $13.5 billion (2021), Etsy's take rate has steadily increased, allowing revenue to grow faster than GMS.
Etsy's take rate reached 21.4% in 2024
Etsy's effective take rate — the percentage of GMS that converts to revenue — reached 21.4% in 2024, up from 21.2% in 2023. This increase reflects higher advertising penetration, Etsy Payments adoption, and shipping label fees. For comparison, Amazon's third-party seller take rate is estimated at ~40-50%.
Etsy Ads revenue grew 18% to $985 million
Revenue from Etsy Ads (promoted listings and offsite ads) grew 18% year-over-year to approximately $985 million in 2024. Over 40% of active sellers now use Etsy Ads, up from 32% in 2022. Offsite ads — where Etsy promotes listings on Google and social media — charge sellers a 15% fee on resulting sales.
Marketplace & Sellers
9.1 million active sellers worldwide in 2024
Etsy had 9.1 million active sellers as of Q4 2024, up 12% from 8.1 million in 2023. The growth was driven by expanding international seller onboarding, particularly in India, Turkey, and Southeast Asia. However, fewer than 500,000 sellers generate more than $10,000 in annual sales.
Over 120 million items are listed on Etsy
The Etsy marketplace hosts over 120 million active listings as of late 2024. The most popular categories are jewelry & accessories (25%), home & living (20%), craft supplies (15%), clothing (12%), and wedding items (8%). Each listing costs $0.20 and remains active for four months.
The average Etsy seller earns ~$1,450 per year
With $13.2 billion in GMS divided among 9.1 million sellers, the average seller earns roughly $1,450 annually on Etsy. However, this is heavily skewed: top 1% of sellers account for an estimated 30%+ of all GMS, while the majority of sellers earn under $500 per year.
Digital downloads are Etsy's fastest-growing category
Digital products (printable art, templates, planners, SVG files) became Etsy's fastest-growing category in 2024, with an estimated 25% year-over-year growth. Digital items carry near-zero marginal cost for sellers and no shipping, making them highly profitable. An estimated 15% of all Etsy transactions now involve digital products.
Buyers & Demographics
92 million active buyers globally
Etsy had approximately 92 million active buyers (customers who made at least one purchase in the trailing 12 months) as of Q4 2024. While the buyer count has plateaued near pandemic-era levels, buyer quality has improved — repeat buyers now account for 53% of GMS, up from 47% in 2021.
Average order value is $31 on Etsy
The average order value (AOV) on Etsy was approximately $31 in 2024. This is relatively low compared to Amazon ($52) or Shopify stores ($80+), reflecting Etsy's focus on affordable handmade, vintage, and unique items. Gift purchases represent an estimated 30% of all Etsy transactions.
42% of Etsy buyers are in the United States
The United States remains Etsy's largest market with 42% of active buyers. The UK accounts for 14%, Canada 8%, Germany 7%, and Australia 5%. International GMS now represents 46% of total marketplace sales, up from 40% in 2020, as Etsy expands translation and localized payment options.
Strategy & Growth Initiatives
Etsy acquired Depop for $1.6 billion in 2021
Etsy's largest acquisition was Depop, a Gen Z-focused fashion resale marketplace, for $1.6 billion. Depop has approximately 35 million registered users, primarily aged 16-24. While Depop's growth has been slower than expected, it positions Etsy in the $200+ billion secondhand fashion market.
Etsy invested $200M+ in AI and machine learning in 2024
Etsy invested over $200 million in AI and machine learning capabilities in 2024, focusing on search relevancy, personalized recommendations, and AI-powered listing tools. The company's 'Gift Mode' feature — which uses AI to suggest gifts based on recipient profiles — generated over $1 billion in GMS in its first year.
Etsy's stock declined 35% from its all-time high
Etsy's stock (ETSY) traded around $72 in early 2026, down roughly 35% from its all-time high of $300 reached in November 2021. The stock has been pressured by stagnant buyer growth, competition from Amazon Handmade, Temu, and Shein, and concerns about AI-generated products undermining the handmade marketplace ethos.
Etsy faces growing competition from Temu and Amazon Handmade
Etsy faces increasing competitive pressure from Temu (ultra-low-price goods), Amazon Handmade (leveraging Amazon's logistics), and Faire (wholesale marketplace). To differentiate, Etsy launched 'Purchase Protection' guarantees, cracked down on resellers violating handmade policies, and introduced AI-powered seller tools to improve listing quality.
Financial Summary Table
| Metric | 2023 | 2024 | 2025E | YoY Growth |
|---|---|---|---|---|
| Total Revenue | $2.75B | $2.83B | ~$2.95B | +3.2% |
| Gross Merchandise Sales | $13.0B | $13.2B | ~$13.8B | +1.5% |
| Active Buyers | 92M | 92M | ~94M | Flat |
| Active Sellers | 8.1M | 9.1M | ~9.8M | +12% |
| Take Rate | 21.2% | 21.4% | ~21.5% | +0.2pp |
| Net Income | $301M | $324M | ~$350M | +7.6% |
"Etsy is a special place. We connect people who make unique, creative goods with buyers who treasure them. Our job is to Keep Commerce Human."— Josh Silverman, CEO of Etsy
Visual Data & Charts
Etsy Revenue ($B)
Gross Merchandise Sales ($B)
Revenue by Segment
Active Buyers (Millions)
Buyers by Region
Frequently Asked Questions
How much revenue does Etsy generate?
Etsy generated $2.83 billion in total revenue in 2024, with Gross Merchandise Sales (GMS) of $13.2 billion. Revenue comes from listing fees ($0.20 each), 6.5% transaction fees, Etsy Ads, Etsy Payments processing, and shipping labels.
How many sellers are on Etsy?
Etsy has 9.1 million active sellers as of 2024, though fewer than 500,000 generate more than $10,000 in annual sales. The average seller earns roughly $1,450 per year, with top sellers earning significantly more.
How many buyers use Etsy?
Etsy has approximately 92 million active buyers worldwide. The US accounts for 42% of buyers, followed by the UK (14%), Canada (8%), and Germany (7%). Repeat buyers make up 53% of GMS.
What are the most popular items on Etsy?
The top categories are jewelry & accessories (25% of listings), home & living (20%), craft supplies (15%), clothing (12%), and wedding items (8%). Digital downloads are the fastest-growing category with 25% year-over-year growth.
How much does it cost to sell on Etsy?
Sellers pay a $0.20 listing fee per item (renewed every 4 months), a 6.5% transaction fee, and 3% + $0.25 payment processing fee through Etsy Payments. Optional Etsy Ads add additional costs. The effective take rate is 21.4%.
Is Etsy profitable?
Yes, Etsy reported net income of $324 million in 2024. The company has been consistently profitable since 2019, with gross margins around 72% and operating margins of approximately 15-18%.
Sources & References
Last checked: March 2026
Etsy Q4 2024 Earnings Release (2024)
Etsy 2024 Annual Report (10-K) (2024)
Etsy Investor Presentation 2024 (2024)
Statista — Etsy Revenue by Segment (2024)
eRank — Etsy Marketplace Statistics (2024)
CNBC — Etsy Digital Products Boom (2024)
Reuters — Etsy Depop Acquisition (2021)
Etsy Technology Blog (Code as Craft) (2024)
CNBC — Etsy Stock & Market Data (2025)
Wall Street Journal — Etsy Competition (2024)
Etsy Seller Handbook (2024)