Etsy is an e-commerce platform focused on small businesses and artisans which sell handmade or vintage items. It started life in Brooklyn, New York and quickly expanded throughout the US and into Europe.
In a competitive US e-commerce market with Amazon and eBay, Etsy separated itself with the uniqueness of items sold and the focus on quality. Etsy’s editorial team in the early days also focused on highlighting artistic work, rather than commercially-made items.
That has led to Etsy’s booming creator economy, with millions of sellers who use Etsy as a side-gig to sell handmade homeware or jewelry items. In some cases, the income from Etsy has allowed these sellers to go full-time.
Etsy has increased revenue and usage every year since its IPO in 2010, but the coronavirus pandemic supercharged its growth, from $818 million revenue in 2019 to $1.72 billion in 2020. Etsy also doubled active buyers in that time period.
In 2019, Etsy acquired music equipment marketplace Reverb for $275 million. In 2021, it acquired clothing reseller Depop for $1.63 billion, its largest acquisition to date, which mirrors Etsy in some respects with its vintage community.
Etsy has made it clear it wants to have a hub of apps that cater towards niche, and higher-value in some cases, e-commerce markets. More acquisitions or the launch of new apps to fit certain niches should be expected in the near future.
We have collected data and statistics on Etsy. Read on below to find out more.
Etsy key statistics
- Etsy generated $2.32 billion revenue in 2021, a 34% year-on-year increase
- Net income for Etsy reached $493 million in 2021
- It increased its gross merchandize volume to $13.4 billion, after doubling it the year prior
- 96 million people are active buyers on Etsy, it has 7.5 million sellers
Etsy overview
| Title | Title 2 |
|---|---|
| Launch date | June 2005 |
| HQ | New York City, US |
| People | Josh Silverman (CEO), Rachel Glaser (CFO), Mike Fisher (CTO) |
| Business type | Public (NASDAQ: ETSY) |
| Industry | E-commerce |
Etsy revenue
Etsy made $2.32 billion revenue in 2021. In 2020, its annual revenues increased by 112%.
Etsy quarterly revenue 2014 to 2022 ($mm)
Etsy annual revenue 2012 to 2021 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2012 | 0.07 |
| 2013 | 0.12 |
| 2014 | 0.19 |
| 2015 | 0.27 |
| 2016 | 0.36 |
| 2017 | 0.44 |
| 2018 | 0.6 |
| 2019 | 0.81 |
| 2020 | 1.72 |
| 2021 | 2.32 |
Source: Company data
Etsy profit
Etsy reported an annual net income of $493 million, the company’s fifth straight year of profit.
Etsy annual net income/loss 2012 to 2021 ($mm)
| Year | Net income/loss ($mm) |
|---|---|
| 2012 | -3 |
| 2013 | -1 |
| 2014 | -15 |
| 2015 | -54 |
| 2016 | -30 |
| 2017 | 82 |
| 2018 | 77 |
| 2019 | 96 |
| 2020 | 349 |
| 2021 | 493 |
Source: Company data
Etsy GMS
Etsy managed $13.4 billion in gross merchandize sales in 2021, a 30% annual increase.
Etsy annual gross merchandize sales 2012 to 2021 ($bn)
| Year | Gross Merchandize Sales ($bn) |
|---|---|
| 2012 | 0.89 |
| 2013 | 1.35 |
| 2014 | 1.93 |
| 2015 | 2.39 |
| 2016 | 2.84 |
| 2017 | 3.25 |
| 2018 | 3.93 |
| 2019 | 4.97 |
| 2020 | 10.3 |
| 2021 | 13.4 |
Source: Company data
Etsy users
Etsy had 96.3 million active buyers in the fourth quarter of 2021, a 17% increase. In 2020, it increased its active buyers by 76%.
Etsy quarterly users 2014 to 2022 (mm)
Etsy annual users 2012 to 2021 (mm)
| Year | Users (mm) |
|---|---|
| 2012 | 9.3 |
| 2013 | 14 |
| 2014 | 19.8 |
| 2015 | 24 |
| 2016 | 28.5 |
| 2017 | 33.3 |
| 2018 | 39.4 |
| 2019 | 46.3 |
| 2020 | 81.8 |
| 2021 | 96.3 |
| 2022 | 93.9 |
Note: Annual totals are from Q4 of respective year. Source: Company data
Etsy sellers
Etsy had 7.5 million active sellers on its platform in 2021, a 74% increase on the previous year.
Etsy annual sellers 2012 to 2021 (mm)
| Year | Sellers (mm) |
|---|---|
| 2012 | 0.8 |
| 2013 | 1 |
| 2014 | 1.3 |
| 2015 | 1.5 |
| 2016 | 1.7 |
| 2017 | 1.9 |
| 2018 | 2.1 |
| 2019 | 2.6 |
| 2020 | 4.3 |
| 2021 | 7.5 |
| 2022 | 7.3 |
Source: Company data
Etsy FAQ
How many customers are repeat buyers on Etsy?
40% of Etsy buyers are repeat customers, 8.9% are what Etsy call “habitual buyers”
What is the most popular category on Etsy?
Homeware & Home Furnishings is the most popular category on Etsy, followed by Jewelry & Personal Accessories and Craft Supplies
How much did Etsy pay for Depop?
Etsy paid $1.5 billion (£1.1 billion) for vintage clothing reseller Depop
What is the gross merchandise sale of each active buyer?
In Q3 2021, the GMS for active buyer on Etsy was $132, a 20% year-on-year increase
How many times has the Etsy app been downloaded?
We estimate the Etsy app has been downloaded 88.9 million times (Appfigures)
What are Etsy’s seller gender demographics?
81% of Etsy sellers are women, according to the company’s 2020 seller census
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