Highlights. Over 100 million people worldwide buy and sell on the Etsy marketplace.
- Etsy’s global revenue totaled $2.33 billion in 2021, up 35.0% year-over-year (YoY).
- 96.3 million active buyers shopped on Etsy in 2021, up 17.6% YoY.
- 7.52 million sellers used Etsy in 2021, up 72.3% YoY.
- 120 million items are listed for sale on Etsy.
- Shoppers make 277 million monthly visits to Etsy.com.
Etsy Sales Statistics
While 2021 was Etsy’s biggest year for sales, 2020 saw the greatest revenue growth, more-than doubling total revenue from 2019.
- Etsy revenue totaled $2.329 billion in 2021, 75.0% of which came from marketplace revenue.
- In addition to $1.746 from marketplace revenue or general merchandise sales (GMS), Etsy took in $583.29 million in service revenue.
- GMS or buyer-seller transactions totaled $13.492 million, giving Etsy a take rate of 12.9%.
- In 5 years, Etsy’s revenue has increased at an average annual rate of 107.6%.
- The Top 6 retail categories represented approximately $10 billion or 87% of GMS in 2021.
- The Top 6 retail categories are:
- Homewares and home furnishings
- Jewelry and personal accessories
- Apparel
- Craft supplies
- Paper and party supplies
- Beauty and personal care
| Year | Revenue (billions) |
YoY Change |
|---|---|---|
| 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% |
Etsy Shopping Statistics
In surveys, Etsy shoppers often indicate that they prefer to shop on Etsy for its unique selection.
- Etsy users shop 120 million listed items.
- 87% of Etsy buyers report that the Etsy marketplace has items they can’t find anywhere else.
- 72% of buyers say Etsy is a unique store.
- 55% of buyers shop for specific, unique items for themselves.
- 36% of buyers shop on Etsy to look for a gift.
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).
- Also in 2021, 96.336 million consumers purchased items from Etsy.
- 8.1 million Etsy consumers are habitual buyers.
- The average Etsy consumer spends $140.05 on the marketplace in a year.
- Approximately 45% of GMS in 2021 came from habitual buyers.
- 42% of GMS included a buyer or seller located outside the United States.
- Mobile users purchased 64% of consolidated GMS in 2021.
- 1.49 million mobile shoppers download the Etsy app in an average month.
Etsy Seller Statistics
Etsy sellers earned a collective total $11.75 billion for an average income of $1,562 in 2021.
- Among the 7.522 million sellers on Etsy’s marketplace in 2021, 79% identify as women.
- 71% of sellers consider their Etsy shop to be a business; 91% of them are sole proprietorships.
- 95% run their shops out of their home.
- 63% of sellers started their Etsy shop to supplement their income.
- 32% use their Etsy shop as their primary source of income.
- Etsy sellers uploaded 13 million product videos in 2021.
| Year | Total Transactions (billions) |
Take Rate |
|---|---|---|
| 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 12.9% means every market transaction nets Etsy 12.9¢ on the dollar.
- In 2021, Etsy’s had its highest annual take rate of 12.9%, up 2.09% YoY.
- Since 2014, Etsy’s take rate has increased an average of 8.49% annually.
- Etsy made an average of $24.18 per consumer in 2021, up 14.8% YoY.
- Etsy made $309.64 per seller in 2021, down 21.7% YoY.
- Etsy’s operating expenses are equivalent to 51.9% of its revenue, up 7.01% YoY.
Etsy Employment Statistics
The average Etsy employee is a female aged 30 to 34 years. The majority of Etsy’s board of directors identifies as male.
- Employment at Etsy hit a record high in 2021, up 69.9%YoY.
- 46.2% of employees identify as male, and 46.9% identify as female; 6.9% choose not to declare or identify as another gender.
- 48.2% of managerial positions are held by females and 47.7% by males; 4.1% choose not to declare or identify as another gender.
- Etsy’s board of directors is 55.6% male and 44.4% female.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.