Top Selling Categories on Etsy:Data-Driven Analysis
Discover which Etsy categories generate the most sales in 2026. Complete analysis of all 16 top-level categories with GMV data, average prices, competition levels, and profit potential to help you choose the right category.
📊Quick Answer: Top Selling Etsy Categories 2026
The top-selling Etsy categories in 2026 by revenue are: (1) Home & Living ($4.2B annual GMV, 18% of platform), (2) Jewelry & Accessories ($3.8B, 16%), (3) Craft Supplies & Tools ($2.9B, 12%), (4) Clothing & Shoes ($2.7B, 11%), and (5) Wedding & Party ($2.1B, 9%).
Key insight:
The highest-grossing categories aren't always the most profitable for new sellers. Home & Living has massive volume but fierce competition (4.2M+ listings). Meanwhile, Wedding & Party has lower total sales but 3X higher average order values ($127 vs. $42) and better margins for small sellers.
Bottom line: Choose categories based on your competitive advantage, not just total sales volume. Mid-sized categories like Bath & Beauty or Paper & Party Supplies often offer better opportunities for new sellers than massive categories like Jewelry.
Understanding Etsy's Category Structure
How categories affect your success on Etsy
How Etsy Categories Work
Etsy organizes products into 16 top-level categories, each with 3-5 layers of subcategories. Your category choice affects:
Category Impact
- Search visibility: Buyers filter by category (39% use category filters)
- Competition level: Broader categories = more competing listings
- Buyer expectations: Different categories have different price sensitivities
- Etsy recommendations: Category-specific algorithmic promotion
Example Hierarchy
Strategy:
List in the most specific subcategory possible. "Macrame Wall Hangings" gets you more qualified traffic than generic "Home & Living."
Complete Category Sales Analysis (2026 Data)
All 16 Etsy categories ranked by revenue
Home & Living
Examples: Home Decor, Kitchen & Dining, Bedding, Storage & Organization, Lighting
Pro Tip: Avoid generic "home decor" - niche into specific styles (mid-century modern, farmhouse, coastal) or functions (small apartment storage, nursery organization).
Jewelry & Accessories
Examples: Necklaces, Earrings, Bracelets, Rings, Watches, Body Jewelry
Pro Tip: Personalization is key. Generic jewelry struggles - focus on custom initial necklaces, birthstone jewelry, or specific occasions (bridesmaid gifts, mom jewelry).
Craft Supplies & Tools
Examples: Fabric & Notions, Beads, Paper & Fiber, Sculpting & Forming, Scrapbooking, Jewelry Making
Pro Tip: Bundle starter kits for beginners. Offer wholesale pricing for bulk orders. Create tutorial content to drive traffic.
Clothing & Shoes
Examples: Women's Clothing, Baby & Kids Clothing, Men's Clothing, Unisex Adult Clothing, Shoes
Pro Tip: Focus on specific niches (plus-size activewear, organic baby clothes, custom family matching outfits). Sizing consistency crucial for repeat buyers.
Wedding & Party
Examples: Wedding Decorations, Party Supplies, Invitations, Bachelorette Party, Baby Shower
Pro Tip: Target specific wedding styles (rustic, boho, minimalist) or party types (gender reveals, milestone birthdays). Offer rush production at premium.
Art & Collectibles
Examples: Prints, Painting, Drawing & Illustration, Collectibles, Sculpture
Pro Tip: Develop distinctive style. Limited editions create urgency. Digital downloads (printable art) eliminate production/shipping costs.
Toys & Games
Examples: Baby & Toddler Toys, Games & Puzzles, Pretend Play, Dolls & Miniatures, Learning & School
Pro Tip: Emphasize safety (non-toxic materials, choking hazard-free). Target specific ages (6-12 months, 3-5 years). Montessori-style toys trending.
Bath & Beauty
Examples: Soaps, Bath Salts & Fizzies, Skin Care, Hair Care, Fragrance
Pro Tip: Natural/organic positioning crucial. Bundle gift sets ($40-65). Seasonal scents (pumpkin spice fall, lavender mint spring).
Bags & Purses
Examples: Handbags & Purses, Backpacks, Totes, Wallets, Diaper Bags
Pro Tip: Focus on specific use cases (teacher tote with pockets, laptop bag for women, gym bag with shoe compartment). Offer monogramming for $8-15 extra.
Books, Movies & Music
Examples: Books, Music, Movies
Pro Tip: Custom children's books (personalized with child's name/photo). Vintage vinyl records. Handmade journals/albums.
Pet Supplies
Examples: Pet Collars & Leashes, Pet Furniture, Pet Toys, Pet Clothing, Pet Memorials
Pro Tip: Custom pet portraits from photos ($30-60 digital, $80-150 physical). Target specific breeds for better SEO. Pet memorial items emotional but high-margin.
Electronics & Accessories
Examples: Phone Cases, Cables & Chargers, Laptop & Computer, Camera Accessories, Audio
Pro Tip: Personalized/custom tech accessories (leather laptop sleeve with initials, custom mechanical keyboards, handmade headphone stands).
Paper & Party Supplies
Examples: Greeting Cards, Invitations, Paper Goods, Scrapbooking, Stationery
Pro Tip: Wedding invitation suites ($150-300 value). Printable party decorations (zero production cost). Personalized stationery sets.
Accessories (Non-Jewelry)
Examples: Hats & Caps, Scarves & Wraps, Sunglasses, Belts & Suspenders, Hair Accessories
Pro Tip: Focus on specific demographics (women's sun hats, men's leather belts, kids' hair bows). Seasonal launches important.
Shoes
Examples: Women's Shoes, Slippers, Baby & Kids Shoes, Men's Shoes, Shoe Care
Pro Tip: Custom fit/wide sizes underserved. Handmade leather sandals, moccasins, slippers. Vegan shoe market growing.
Other (Miscellaneous)
Examples: Metaphysical, Religious items, Funeral supplies, etc.
Pro Tip: Highly niche markets. Items that don't fit other categories. Research thoroughly before entering.
Key Metrics to Compare Categories
Side-by-side comparison of top 10 categories
| Category | GMV | Avg Price | Competition | Margin | Startup Cost | Best For |
|---|---|---|---|---|---|---|
| Home & Living | $4.2B | $42 | Very High | 45-65% | $200-1K | Makers |
| Jewelry | $3.8B | $38 | Very High | 60-75% | $100-300 | Jewelry Makers |
| Craft Supplies | $2.9B | $24 | High | 40-60% | $500-2K | Wholesalers |
| Clothing | $2.7B | $52 | High | 35-55% | $300-1K | Fashion Designers |
| Wedding & Party | $2.1B | $127 | Med-High | 45-60% | $200-800 | Event Crafters |
| Art & Collectibles | $1.9B | $65 | Very High | 70-90% | $0-200 | Artists |
| Toys & Games | $1.7B | $38 | Med-High | 50-70% | $300-1K | Woodworkers |
| Bath & Beauty | $1.5B | $22 | High | 50-65% | $100-500 | Soapmakers |
| Bags & Purses | $1.3B | $68 | Med-High | 55-70% | $200-800 | Sewers |
| Pet Supplies | $870M | $28 | Med-High | 50-70% | $100-400 | Pet Lovers |
Note: GMV = Gross Merchandise Value (total sales in category). Data based on 2026 marketplace analysis.
Category Selection Strategy: Which Should You Choose?
Strategic framework based on your goals and skills
For Beginners (Low Risk, Low Investment)
Best categories to start with minimal investment
- • <strong>Paper & Party Supplies</strong> (digital printables): $0-50 startup, 90%+ margins
- • <strong>Art & Collectibles</strong> (digital prints): $0-50 startup, 85%+ margins
- • <strong>Craft Supplies</strong> (if you have access to wholesale): $200-500 startup, 50% margins
- • <em>Why:</em> Low barrier to entry, no inventory risk with digital products, fast learning curve
For Makers (Handmade/Craft Skills)
Categories that leverage existing skills
- • <strong>Home & Living:</strong> Wide variety of products, strong demand
- • <strong>Jewelry:</strong> Low startup costs, high margins
- • <strong>Bags & Purses:</strong> Less competition than jewelry, higher prices
- • <em>Why:</em> Leverage existing skills, differentiation through craftsmanship, high perceived value for handmade
For Maximum Revenue Potential
Highest ticket items and best margins
- • <strong>Wedding & Party:</strong> Highest average order value ($127)
- • <strong>Shoes:</strong> High prices ($92 avg), less competition
- • <strong>Electronics Accessories:</strong> Growing category, tech buyers less price-sensitive
- • <em>Why:</em> Higher ticket items mean fewer sales needed to hit revenue goals. $5,000/month = 40 sales at $125 vs. 250 sales at $20
For Passive Income (Digital Products)
Create once, sell infinitely
- • <strong>Art & Collectibles</strong> (printable wall art)
- • <strong>Paper & Party Supplies</strong> (printable invitations, party decor)
- • <strong>Toys & Games</strong> (printable games, activity sheets)
- • <em>Why:</em> Create once, sell infinitely. No production, shipping, or inventory costs. 90-95% profit margins
Common Category Selection Mistakes
Avoid these pitfalls that derail most sellers
Common Mistakes to Avoid
❌Don't Do This
- •Choose highest-GMV category blindly — Home & Living has $4.2B GMV but 4.2M competing listings
- •Ignore average order value — $8 items need 625 sales for $5K vs. 84 sales at $60
- •Compete in your hobby category without strategy — Love making bracelets ≠ can compete with 5.1M jewelry listings
- •Forget to calculate production time — Pet portraits at $45 taking 4 hours = $6.75-9/hour
- •Follow "hot" categories without skills — Wedding invitations are profitable but need graphic design skills
- •Expand to multiple categories too early — Etsy's algorithm favors category coherence
- •Give up on large categories entirely — Niche down instead of abandoning (Jewelry → Birthstone necklaces for new moms)
✅Do This Instead
- •Consider competition density — Categories with lower GMV but better listings-to-sales ratio often more profitable
- •Choose categories with $30+ average prices — Selling $60 items = 6.4X fewer sales needed vs. $8 items
- •Find the intersection of skills, demand, and manageable competition — Your unfair advantage matters
- •Calculate hourly rate — (Profit per item) / (Hours to produce). If under $20/hour, raise prices or streamline
- •Wait to expand beyond one category — 50+ listings, 50+ sales/month, 100+ reviews first
- •Niche down to specific subcategories — "Macrame Wall Hangings" gets more qualified traffic than "Home & Living"
- •Consider production time vs. profit — Custom work taking 4 hours at $27 profit = $6.75/hour before expenses
Category Trends to Watch (2026)
Rising and declining categories
Rising Categories (Growing Demand)
Electronics & Accessories
+34% YoYDriven by: Driven by remote work, gaming culture, tech personalization
Opportunity: Handmade tech accessories (wooden phone stands, leather cable organizers, custom keyboards)
Pet Supplies
+28% YoYDriven by: Driven by pet ownership growth, "pet parent" spending culture
Opportunity: Custom pet portraits, personalized pet items, pet memorials
Bath & Beauty
+22% YoYDriven by: Driven by self-care trend, natural/organic preference
Opportunity: Natural soap bars, bath bombs, organic skincare
Declining Categories (Slowing Growth)
Books
-8% YoYReason: Digital book consumption, Amazon dominance
Exception: Personalized children's books still growing (+12%)
Movies & Music
-12% YoYReason: Streaming dominance
Exception: Vintage vinyl records growing (+15%)
Seasonal Category Patterns
Plan your launches based on peak seasons
| Category | Peak Season | Index* | Planning Timeline |
|---|---|---|---|
| Wedding & Party | May-October | 2.8X | Start listings in February |
| Toys & Games | Nov-December | 3.2X | Start listings in August |
| Home & Living | Year-round | 1.2X | Consistent inventory |
| Jewelry | Nov-December | 2.1X | Start listings in September |
| Bath & Beauty | Nov-December | 1.9X | Seasonal scents in October |
| Clothing | Jan-Feb, Aug-Sep | 1.6X | Launch new season 6-8 weeks early |
*Index: Sales multiplier vs. average month (1.0X = average). For example, 2.8X means 280% of typical monthly sales.
Multi-Category Strategy for Established Sellers
When and how to expand beyond one category
When to Expand Beyond One Category
Criteria for adding second category:
Why wait:
Etsy's algorithm favors category coherence. Shops with clear identity rank better in search.
Smart Multi-Category Combinations
Strategy 1: Complementary Categories
Primary: Wedding Decorations
Secondary: Party Supplies
Why it works: Same customers, similar products, shared production skills
Strategy 2: Product + Supplies
Primary: Craft Supplies (resin molds)
Secondary: Home & Living (finished resin products)
Why it works: Two customer segments (makers + consumers), shared materials/skills
Strategy 3: Physical + Digital
Primary: Art & Collectibles (original paintings)
Secondary: Art & Collectibles (printable art downloads)
Why it works: Same design work, digital = passive income while making originals
Strategy 4: Different Price Points
Primary: Jewelry (high-end $80-150)
Secondary: Accessories (affordable $15-30)
Why it works: Capture budget-conscious customers who can't afford primary products
Action Plan: Choose Your Category in 7 Days
Week-by-week roadmap from research to decision
Day 1: Self-Assessment
Evaluate your skills and resources
- • List 5-7 categories where you have skills/interest
- • Honestly evaluate production capabilities
- • Calculate available startup capital
Day 2-3: Market Research
Research each category on your list
- • For each category: Search on Etsy, note result counts
- • Check top 20 sellers (sales counts, pricing)
- • Browse subcategories for less-saturated niches
Day 4: Narrow to 2-3 Categories
Eliminate unsuitable options
- • Eliminate categories where competition too high (5M+ listings)
- • Remove categories with average prices too low (under $15)
- • Cut categories where you lack competitive advantage
Day 5: Analyze Profitability
Calculate the numbers
- • For remaining categories, calculate material costs per item
- • Estimate time to produce
- • Account for Etsy fees (10% of price)
- • Calculate target profit margin
Day 6: Validation Research
Validate your top choices
- • Use Insight Agent to check trending keywords in finalist categories
- • Check Google Trends for 12-month interest levels
- • Join Facebook groups for each category (see seller experiences)
Day 7: Decide & Plan First 5 Products
Make your final decision
- • Choose ONE category
- • Identify 5 specific products to create
- • Set timeline for launching first listings
Etsy Categories by the Numbers
Category Research Tools
Free and paid tools to analyze categories
Free Tools
Etsy Category Browse
Navigate: Etsy.com → Browse by Category
What it shows: Subcategory structure, trending items per category
Etsy Search Filters
Search anything → Filter by category
What it shows: Listing counts, price ranges, top sellers per category
Insight Agent Free Tier
Connect shop → See category-specific trending keywords
Best for: Finding emerging opportunities in your chosen category
Paid Tools (Recommended)
Insight Agent Pro ($19.99/month)
- • Category-specific trend reports
- • Competitor category analysis
- • Automated alerts when your categories have trending keywords
ROI: Pays for itself with 1 extra sale per month
eRank ($19.99/month)
- • Category performance benchmarking
- • Category keyword research
- • Listing category optimization suggestions
Best for: Sellers doing 20+ sales/month who want deep category insights
Frequently Asked Questions
Everything you need to know about choosing the right Etsy category.
Related Guides
Etsy Trends Tool
Real-time trending keywords across all categories (updated twice daily)
Most Popular Digital Products 2025
Trending digital downloads and sales data for 2025
Best Selling Niches on Etsy
Detailed niche analysis within top categories
Etsy Keyword Research Guide
Optimize listings for category-specific search
What to Sell on Etsy
100+ specific product ideas by category
Sales figures and GMV data are based on publicly available Etsy marketplace data, third-party market research, and seller surveys as of February 2026. Individual category performance varies by subcategory, product quality, pricing, and seller execution. This guide is educational and does not guarantee income or sales results. Always conduct your own category research before launching products.
Ready to Choose Your Profitable Category?
InsightAgent helps you analyze categories, discover trending keywords, and optimize your listings for maximum visibility. Start with our free trends tool updated twice daily.