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What is Etsy?
Etsy is a marketplace, not a website builder. You get a shop inside somebody else's storefront, and about 87 million people already shop there. That is the whole trade. You skip the part where you build an audience, and in exchange Etsy sets the rules, owns the customer, and keeps about a quarter of every dollar that moves through it.
Category
E-commerce
Information Last Updated
Sep. 4, 2026
Service Review
Positive
The Buyers Are Already There
Etsy had 87 million active buyers and moved $2.58 billion of goods in a single quarter this year. You do not buy traffic to make your first sale. No website you launch tomorrow starts with that.
No Subscription To Sell
Etsy does not bill you monthly. It bills $0.20 a listing and takes its cut when you sell. Opening a shop does cost a one time set-up fee, but Etsy stopped publishing the amount in 2024. You see your number at signup.
Share And Save Pays You Back
Any order that arrives through your own trackable link pays you back 4% on your Etsy bill. You have to switch it on yourself under Marketing in Shop Manager. If you already post about your shop, take it.
Negative
Etsy Keeps 25.9 Cents On The Dollar
That is the take rate Etsy reported across the whole marketplace in Q2 2026. Your own stack: 6.5% transaction, 3% plus $0.25 processing, $0.20 to list, and 12% Offsite Ads you cannot refuse past $10,000.
Etsy Can Hold Your Money
A payment account reserve holds back part of each new sale after your first order or a sharp jump in orders or refunds. Most clear within 90 days. Etsy says its own support agents cannot remove one. Star Sellers are exempt.
Support Is A Bot First
There is no number to call. Chat opens with an AI assistant and only eligible shops in good standing get it. Phone is a callback you request through a form. If your shop gets suspended, good standing is exactly what you lost.
Things To Be Aware Of
Listings Expire, Then Renew Themselves
A listing runs four months, then renews at $0.20 unless you turn auto renew off. Sell one unit out of a multi quantity listing and it renews then too. None of that is the transaction fee, it sits on top.
Handmade Is A Written Rule Now
Etsy's Creativity Standards, last updated June 10 2025, require a human touch on everything. You must disclose AI use and any production partner, and resale is out unless the item is 20 years old. Pulled listings still cost you the fee.
The Feed Is Personalised, Not Ranked
Etsy now runs machine learning profiles on 65 million buyers and says they carry three times the signals they did earlier this year. Discovery is a match against that profile, not a ranking of listings you can climb.
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