Etsy Statistics (2026): Revenue, Customer & Seller Growth Data (original) (raw)

Highlights. Over 102 million people worldwide buy and sell on the Etsy marketplace.

93.5 million active buyers shopped on Etsy in 2025, down 2.01% year-over-year (YoY).
8.76 million sellers used Etsy in 2025, up 7.72% YoY.
In a typical month, Etsy receives 459 million visits.
Etsy’s global revenue totaled $2.884 billion in 2025, up 2.68% YoY.
Gross merchandise volume on Etsy is worth $11.9 billion.

Bar Graph: Etsy Annual Revenue in billions from 2015 ($273) to 2025 ($2,884) according to Form 10-K as filed with the U.S. Securities and Exchange Commission (SEC)

Sales in 2025 slowed compared to growth from 2021 and 2022, and Etsy’s sales declined slightly from 2024.

Over 100 million items are listed for sale on Etsy.
1.80 million mobile shoppers download the Etsy app in an average month.
Etsy revenue totaled $2.884 billion in 2025, 69.6% of which came from marketplace revenue.
In addition to 2.007billionfrom2025marketplacerevenueorgeneralmerchandisesales(GMS),Etsytookin2.007 billion from 2025 marketplace revenue or general merchandise sales (GMS), Etsy took in 2.007billionfrom2025marketplacerevenueorgeneralmerchandisesales(GMS),Etsytookin876.3 million in service revenue.
In 2025, GMS or buyer-seller transactions totaled $11.916 billion.
Etsy’s take rate was 16.8% in 2025, up 4.91% YoY.
The Top 6 retail categories represented approximately $8.9 billion or 85% of GMS in 2025.
The Top 6 retail categories are:
1. Homewares and home furnishings
2. Jewelry and personal accessories
3. Apparel
4. Craft supplies
5. Paper and party supplies
6. Toys and games

Etsy Quarterly Revenue and Growth

Year	Revenue (in millions)	YoY Revenue Growth
2025 Q4	$881.64	3.46%
2025 Q3	$678.03	2.36%
2025 Q2	$672.66	3.84%
2025 Q1	$651.18	0.81%
2024 Q4	$852.15	1.17%
2024 Q3	$662.41	4.10%
2024 Q2	$647.81	3.01%
2024 Q1	$645.95	0.79%
2023 Q4	$842.32	4.35%
2023 Q3	$626.30	7.04%
2023 Q2	$628.88	7.48%
2023 Q1	$640.88	10.6%
2022 Q4	$807.24	12.6%
2022 Q3	$594.47	11.7%
2022 Q2	$585.14	10.6%
2022 Q1	$579.27	5.20%
2021 Q4	$717.14	16.2%
2021 Q3	$532.43	17.9%
2021 Q2	$528.90	23.4%
2021 Q1	$550.65	141.5%
2020 Q4	$617.36	128.7%
2020 Q3	$451.48	128.1%
2020 Q2	$428.74	136.7%
2020 Q1	$228.06	34.7%

Etsy Sales History

While 2025 was not Etsy’s biggest year for sales, 2020 saw the greatest revenue growth, more than doubling total revenue from 2019. Since then, the growth rate has steadily declined.

In Etsy’s first year (2005), its marketplace gross merchandise volume (GMV) totaled just $170,000.
Between 2015 and 2025, Etsy’s GMV increased 399%.
From 2019 to 2020, Etsy revenue increased 111% YoY (from 818.4millionto818.4 million to 818.4millionto1.726 billion).
From 2016 to 2025, Etsy’s revenue had a compound annual growth rate (CAGR) of 25.8%.
In addition to 2.021billionfrom2024marketplacerevenueorgeneralmerchandisesales(GMS),Etsytookin2.021 billion from 2024 marketplace revenue or general merchandise sales (GMS), Etsy took in 2.021billionfrom2024marketplacerevenueorgeneralmerchandisesales(GMS),Etsytookin787.6 million in service revenue.
In 2024, GMS or buyer-seller transactions totaled $12.587 billion, giving Etsy a take rate of 16.1%.

Etsy Annual Revenue and Growth

Year	Revenue (in billions)	YoY Change
2025	$2.88	2.68%
2024	$2.81	2.18%
2023	$2.75	7.10%
2022	$2.57	10.2%
2021	$2.33	35.0%
2020	$1.73	110.9%
2019	$0.82	35.6%
2018	$0.60	36.8%
2017	$0.44	20.9%
2016	$0.36	33.4%
2015	$0.27	39.8%
2014	$0.20	56.4%

In surveys, Etsy shoppers often indicate that they prefer to shop on Etsy for its unique selection.

Etsy users shop more than 100 million listed items.
81% of Etsy buyers report that the Etsy marketplace has items they can’t find anywhere else.
85% of buyers say that shopping on Etsy means they can support small businesses.
66% of buyers shop on Etsy as they consistently offer high-quality products.
29% of buyers shop on Etsy to look for a gift.
Custom or made-to-order merchandise contributed 30% of 2024 GMS.

Bar Graph: Average Etsy Sellers' Annual Revenue from 2015 ($1,528) to 2024 ($1,360) according to SEC Form 10-K

Etsy Consumer Statistics

Most shoppers on Etsy consider the website to be unique and many are habitual buyers (consumers who shopped at least 6 times over the past 12 months and spent over $200 on Etsy).

In 2025, 93.539 million consumers purchased items from Etsy.
An estimated 5.90 million Etsy consumers (7%) are habitual buyers.
There was a 2.01% YoY decrease in repeat buyers in 2025.
The average Etsy consumer spends $127.40 on the marketplace in a year.
Approximately 40% of GMS in 2025 came from habitual buyers, down 2.44% YoY.
Mobile users (through the Etsy app) purchased 45% of consolidated GMS in 2025, up 7.14% YoY.
75% of GMS in 2025 included a buyer located inside the United States.

Etsy Consumer Demographics

54.6% of Etsy’s web traffic comes from the U.S.

Most Etsy shoppers (64.7%) are under 44 years old.
28.9% of Etsy users are between the ages of 25 and 34 years.
17.5% of Etsy users are aged 18 to 25, and 18.3% are aged 35 to 44.
Female shoppers account for 58.4% of Etsy users.

Bar Graph: Etsy Sellers' Consolidated Revenue in billions from 2015 ($2.18) to 2025 ($9.91) according to SEC Form 10-K

Etsy Seller Statistics

Etsy sellers earned a collective total of 9.910billionforanaverageincomeof9.910 billion for an average income of 9.910billionforanaverageincomeof1,131 in 2025.

Among the 8.762 million sellers on Etsy’s marketplace in 2025, 80% identify as women.
70% of sellers consider their Etsy shop to be a business; 89% of them are sole proprietorships.
97% run their shops out of their home.
38% of sellers started their Etsy shop to supplement their income.
25% of Etsy sellers live in rural areas.
Etsy supplemental income represented, on average, 11% of a seller’s household income in 2024.
29% of sellers use their Etsy shop as their primary source of income.
The average Etsy seller’s age in 2024 was 43 years.
Etsy sellers uploaded 13 million product videos in 2021.

Total Value of Marketplace Transactions and Etsy Take Rate

Year	Total Transactions (in billions)	Take Rate
2025	$11.92	16.8%
2024	$12.59	16.1%
2023	$13.16	15.2%
2022	$13.32	14.3%
2021	$13.49	12.9%
2020	$10.28	12.7%
2019	$4.97	11.9%
2018	$3.93	11.2%
2017	$3.25	10.0%
2016	$2.84	9.49%
2015	$2.39	8.56%
2014	$1.93	8.12%

Etsy Corporate Statistics

A take rate of 16.84% means every market transaction nets Etsy 16.84¢ on the dollar.

Etsy had its highest annual take rate in 2025, up 4.91% YoY.
Previously, Etsy’s highest take rate was in 2024 at 16.05%, up 5.80% YoY.
Since 2014, Etsy’s take rate has increased annually with a 6.86% CAGR.
Etsy made an average of $30.83 per consumer in 2025, up 4.78% YoY.
Etsy made $329.09 per seller, down 4.68% YoY.
Etsy’s operating expenses were equivalent to 61.7% of its revenue in 2025, up 7.62% YoY.

Grouped Bar Graph: Total Buyers and Sellers in millions from 2016 (28.6 buyers, 1.7 sellers) to 2025 (93.5 buyers and 8.8 sellers) according to SEC Form 10-K

Etsy Employment Statistics

The average Etsy employee is a female aged 30 to 34 years. The majority of Etsy’s board of directors is male, whereas females comprise 47.8% of all Etsy employees.

Etsy employs 2,375 workers worldwide.
Employment at Etsy dropped in 2025, down 1.04%YoY.
47.1% of employees identify as male, and 47.8% identify as female; 5.10% choose not to declare or identify as another gender.
54.4% of managerial positions are held by females and 42.9% by males; 2.7% choose not to declare or identify as another gender.
Etsy’s board of directors in 2024 was 60.0% male and 40.0% female.

Line Graph: Etsy annual Revenue Growth from 2015 (39.8%) to 2025 (2.68%) according to SEC Form 10-K

These data and insights were compiled by the Capital One Shopping team based on publicly available data.