How Many People UseEtsy
89.6 million active buyers, 8.1 million sellers, 450 million monthly visitors. Discover the complete breakdown of Etsy's user base, demographics, traffic sources, and growth trends to understand the marketplace opportunity.
📊Quick Answer: How Many People Use Etsy?
Etsy has approximately 89.6 million active buyers who made at least one purchase in the past 12 months, 8.1 million active sellers, and attracts around 450 million monthly visitors globally.
Key statistics at a glance:
- Annual GMS — Over $12.5 billion in gross merchandise sales
- Active Listings — More than 100 million items available
- Average Buyer Spend — $131.68 per year per buyer
- Repeat Buyers — 38% of customers are repeat buyers
- International Sales — 40% of sales from outside the US
The opportunity: With 11 potential buyers per seller on average, Etsy offers significant marketplace access—but differentiation through unique products and strong SEO is essential to stand out.
Etsy User Statistics at a Glance (2026)
Current metrics for Etsy's marketplace performance
| Metric | Number | Year-over-Year Change |
|---|---|---|
| Active Buyers | 89.6 million | -2.6% |
| Active Sellers | 8.1 million | -7.2% |
| Monthly Visitors | ~450 million | +8% |
| Active Listings | 100+ million | Stable |
| Annual GMS | $12.5 billion | -3% |
Etsy by the Numbers
Active Buyer Breakdown
Understanding the 89.6 million active buyers on Etsy
| Buyer Category | Number | Percentage |
|---|---|---|
| Repeat Buyers | 36.9 million | 41% |
| Reactivated Buyers | 6.4 million | 7% |
| New Buyers | 5.3 million | 6% |
| Occasional Buyers | 41 million | 46% |
Key insight: 38% of Etsy buyers are repeat customers, and they account for 81% of all purchases on the platform. Building customer loyalty pays off significantly on Etsy.
Seller Demographics
Who sells on Etsy?
| Demographic | Percentage |
|---|---|
| Women | 80% |
| Home-based businesses | 97% |
| Solo operators | 82% |
| First-time entrepreneurs | 65% |
Seller Earnings
- Total seller earnings (2024): $10.566 billion
- Average income per seller: $1,299/year
- Top 10% of sellers earn significantly more, with many generating six figures
Buyer Demographics
Age and gender distribution of Etsy shoppers
Age Distribution
| Age Group | Percentage | Description |
|---|---|---|
| 18-24 | 17% | Gen Z shoppers seeking unique items |
| 25-34 | 29% | Largest segment, Millennials |
| 35-44 | 21% | Established buyers, higher spend |
| 45-54 | 12% | Quality-focused shoppers |
| 55-64 | 12% | Gift-buyers and collectors |
| 65+ | 8% | Larger than most competitors |
Key insight: Two-thirds of Etsy's buyers are between 18 and 44 years old. The 25-34 age group represents your largest potential customer base.
Gender Distribution
While women represent the majority of Etsy shoppers, male buyers have grown significantly, especially in categories like personalized gifts, vintage items, and home office accessories.
Website Traffic and Sources
Where Etsy's 450 million monthly visitors come from
| Traffic Source | Percentage |
|---|---|
| Direct | 42% |
| Organic Search | 35% |
| Referral | 12% |
| Social Media | 6% |
| Paid | 5% |
Opportunity: Organic search represents 35% of traffic. Sellers who optimize their listings for relevant keywords capture more of Etsy's search traffic.
Geographic Distribution
Where Etsy buyers are located globally
| Country | Traffic Share | GMS Share |
|---|---|---|
| United States | 57% | 74% |
| United Kingdom | 9% | 8% |
| Canada | 5% | 5% |
| Germany | 4% | 4% |
| Australia | 3% | 3% |
| Other | 22% | 6% |
For sellers: International buyers now account for 40% of Etsy's sales in 2026. Offering international shipping opens your shop to 40% more potential customers.
Etsy's Growth History
How Etsy's user base has evolved over time
| Year | Active Buyers | Change |
|---|---|---|
| 2019 | 46.3 million | Pre-pandemic baseline |
| 2020 | 81.8 million | +77% |
| 2021 | 96.3 million | +17% (peak) |
| 2022 | 92.1 million | -4% |
| 2023 | 91.8 million | -0.3% |
| 2024 | 89.6 million | -2.6% |
The pandemic doubled Etsy's user base in just one year. While some post-pandemic correction occurred, the platform retained most of these gains.
How Etsy Compares to Other Marketplaces
Etsy's position in the e-commerce landscape
| Marketplace | Monthly Visitors | Active Sellers |
|---|---|---|
| Amazon | 2.7 billion | 9.7 million |
| eBay | 1.2 billion | 18 million |
| Etsy | 450 million | 8.1 million |
| Walmart | 410 million | 150,000 |
Etsy's niche focus on handmade, vintage, and creative goods creates a more targeted buyer audience compared to general marketplaces.
What These Numbers Mean for Sellers
Key takeaways to help you succeed on Etsy
Target Repeat Buyers
Repeat buyers account for 81% of all purchases on Etsy.
- • Focus on customer retention and loyalty
- • Offer incentives for repeat purchases
- • Provide excellent customer service
- • Build a recognizable brand identity
Optimize for Mobile
67% of Etsy sales happen on mobile devices.
- • Ensure images look great on small screens
- • Write scannable product descriptions
- • Test your shop on mobile devices
- • Keep checkout process simple
Offer Personalization
1 in 3 purchases involve customized or personalized items.
- • Add personalization options to listings
- • Clearly communicate customization process
- • Price personalization appropriately
- • Showcase personalized examples in photos
Consider International Shipping
40% of Etsy sales come from outside the US.
- • Offer shipping to key international markets
- • Research international shipping costs
- • Consider customs and import regulations
- • Use calculated shipping for accuracy
Target the 25-34 Demographic
This age group represents your largest potential customer base at 29%.
- • Understand millennial shopping preferences
- • Focus on sustainability and authenticity
- • Use social media for marketing
- • Highlight your unique brand story
Frequently Asked Questions
Common questions about Etsy's user statistics and marketplace data.
Related Guides
Etsy Market Research
Learn to research your Etsy market effectively.
Etsy Keyword Research
Find the best keywords for your listings.
How to Analyze Etsy Competitors
Understand your competition on Etsy.
Why No Sales on Etsy
Troubleshoot and grow your Etsy sales.
What Sells Best on Etsy
Discover top-selling product categories.
Statistics sourced from Etsy's quarterly earnings reports, SEC filings, and third-party research. Data reflects the most recent available figures as of Q4 2024/Q1 2025.
Use Data to Grow Your Etsy Shop
Understanding Etsy's user statistics helps you make informed decisions. InsightAgent provides real-time market research, competitor analysis, and keyword data to help you stand out among 8.1 million sellers.