SEO

Etsy User and Sales Statistics: How Many People Will Shop on Etsy in 2021?

etsy-user-and-sales-statistics-how-many-people-will-shop-on-etsy-in-2021

Etsy is a leading e-commerce platform for buying and selling unique handcrafted items.

Founded in 2005, the marketplace now connects 81.9 million buyers with 4.36 million sellers.

Overall, Etsy posted gross merchandise sales of $ 10.28 billion in 2020. This corresponds to a 32.7-fold increase since 2010.

Check out this page for the latest data on Etsy growth. After reading the statistics, you should better understand how the market has annual sales of $ 1.72 billion.

Here is a summary of what we’re going to cover:

Etsy Key Stats

  • Etsy processed $ 10.28 billion in gross sales in 2020.
  • Mobile transactions matter 61% of Etsy’s gross merchandise sales.
  • Etsy generated $ 1.72 billion Revenue in 2020.
  • 4.36 million Sellers are active on Etsy.
  • Etsy has 81.9 million active buyers.
  • 1.209 Employees work at Etsy.

Etsy gross merchandise sales

Etsy processed $ 10.28 billion in gross sales in 2020. That is an increase of 106.84% compared to the previous year.

The gross sales on the e-commerce platform are with an average annual growth rate of 33.64% since 2013.

Here is a table showing Etsy gross sales volume since 2005:

Note: As of 2019, this includes gross sales from Reverb (an Etsy acquisition).

year Gross goods sales
2005 170 thousand dollars
2006 $ 3.8 million
2007 $ 26 million
2008 $ 87.5 million
2009 $ 180.6 million
2010 $ 314.3 million
2011 $ 525.6 million
2012 $ 895.15 million
2013 $ 1.35 billion
2014 $ 1.93 billion
2015 $ 2.39 billion
2016 $ 2.84 billion
2017 $ 3.25 billion
2018 $ 3.93 billion
2019 $ 4.97 billion
2020 $ 10.28 billion

Source: Etsy, Statista.

Etsy new customer sales

There were no new buyers 46.91% of the entire Etsy user base in 2020. You only contributed to that, however 16% of gross sales.

Existing Etsy buyers were responsible for this 84% of Etsy’s gross merchandise sales.

Source: Etsy.

Etsy earnings

Etsy generated $ 1.72 billion in annual sales. The company’s turnover has increased by 110.07% since 2019.

Since 2015, Etsy’s annual revenue has grown 6.29x.

Here is a table of full data on Etsy earnings since 2012:

year revenue
2012 $ 74.6 million
2013 $ 125.02 million
2014 $ 195.59 million
2015 $ 273.5 million
2016 $ 364.97 million
2017 $ 441.23 million
2018 $ 603.69 million
2019 $ 818.79 million
2020 $ 1.2 billion

Source: Etsy, Statista.

How much of Etsy’s revenue comes from the market?

Etsy makes money on its marketplace by collecting listing fees, transaction fees, and payment processing fees.

The company generates $ 1.3 billion in market revenue in 2020, which will be omitted 75.58% of total sales.

Etsy market revenue has increased 2.19x last year.

We have recorded Etsy market fee income since 2012:

year Revenue sharing)
2012 $ 55.33 million (74.17%)
2013 $ 78.54 million (62.82%)
2014 $ 156.82 million (80.18%)
2015 $ 204.33 million (74.7%)
2016 $ 269.63 million (73.8%)
2017 $ 329.36 million (74.64%)
2018 $ 444.77 million (73.67%)
2019 $ 593.65 million (72.5%)
2020 $ 1.3 billion (75.58%)

Swell: Etsy, Statista.

Earnings from Etsy services

In addition to market fees, Etsy generates revenue by offering advertising and shipping label services.

Etsy brought in $ 422.5 million in service revenues in 2020:

year Revenue sharing)
2012 $ 15.86 million (25.83%)
2013 $ 42.82 million (37.18%)
2014 $ 34.41 million (19.82%)
2015 $ 64.92 million (25.3%)
2016 $ 89.43 million (26.2%)
2017 $ 111.87 million (25.36%)
2018 $ 158.93 million (26.33%)
2019 $ 224.73 million (27.5%)
2020 $ 422.5 million (24.42%)

Swell: Etsy, Statista.

Active buyers on Etsy

Etsy defines an active buyer as a user who has made at least one transaction in the past 12 months.

Etsy has 81.9 million active buyers. That is a 1.77x Increase compared to the previous year, which corresponds to an additional amount 35.55 million User.

In 2012, Etsy 9.32 million Buyers. The active buyer base has grown for each subsequent year:

year Active buyers
2012 9.32 million
2013 14.03 million
2014 19.81 million
2015 24.05 million
2016 28.57 million
2017 33.36 million
2018 39.45 million
2019 46.35 million
2020 81.9 million

Source: Etsy.

Etsy active buyers by segment

Etsy had 38 million new buyers in 2020. That’s a two-fold increase over last year.

Etsy also identifies reactivated buyers: customers who return to shop on the platform after more than a year.

43 million Existing or reactivated buyers made a purchase on Etsy in 2020:

segment Number of buyers in 2020 (compared to 2019 data)
New 38 million (19 million)
Reactivated 22 million (13 million)
Existing 21 million (14 million)

Source: Etsy.

What is the Etsy Net Promoter Score?

The Net Promoter Score (NPS) is a market research index that reflects the likelihood that a customer would recommend a service. Any score above 0 indicates net customer loyalty.

Etsy has an NPS of 59 among buyers.

Source: Etsy.

How many active sellers are there on Etsy?

Etsy defines an active seller as a user who has had at least one Company fee (related to marketplace or service fees) in the past 12 months.

Etsy reached out 4.36 million active sellers in 2020. That’s a 1.98x Increase compared to 2019, which is reflected in an additional increase 2.16 million Seller.

Here is a table showing the number of active sellers on Etsy since 2012:

year Active sellers
2012 830 thousand
2013 1.07 million
2014 1.35 million
2015 1.56 million
2016 1.75 million
2017 1.93 million
2018 2.11 million
2019 2.7 million
2020 4.36 million

Source: Etsy.

Etsy Mobile Sales

Etsy generated 61% its gross merchandise sales from mobile transactions. In other words, smartphone and tablet users are spending $ 6.27 billion per year on Etsy.

The proportion of mobile transactions on Etsy has increased 2.03x since 2013:

year Share of Etsy sales on mobile devices
2013 30%
2014 37%
2015 43%
2016 48%
2017 51%
2018 55%
2019 58%
2020 61%

Source: Etsy.

Etsy Sales Volume by Region

Etsy identifies an international sale whenever a transaction has a billing or shipping address outside of the United States.

Etsy generated 36% of gross sales from the international (non-US) user base in 2020. That amounts to $ 3.7 billion.

Here is a table with full data on the percentage of Etsy sales identified as international since 2012:

year International GMS
2012 28.4%
2013 28.4%
2014 30.9%
2015 29.8%
2016 30.4%
2017 33%
2018 35%
2019 36%
2020 36%

Source: Etsy.

The Etsy marketplace has more than 50 Categories.

The Top 6 categories are housewares and furnishings, jewelry and personal accessories, handicraft supplies, clothing, beauty and personal care products as well as paper and party items. Together these make up 80% of the total gross sales.

The largest category on Etsy is housewares and home furnishings that contribute to it $ 3.2 billion in annual sales. That is twice as much as in the second largest category (jewelry and personal accessories).

Here’s a full breakdown of the top categories on Etsy, as well as their 2020 year-over-year growth:

* Note: Etsy Marketplace only, excluding mask sales.

category GMS (YoY Growth)
Housewares & furnishings 3.2 billion USD (+ 118%)
Jewelry & personal accessories 1.6 billion USD (+ 57%)
Craft material $ 1.2 billion (+ 102%)
clothing $ 1 billion (+ 60%)
Paper & party supplies $ 400 million (+ 32%)
Beauty and body care * $ 200 million (+ 180%)

Etsy mask sales reached $ 743 million in 2020.

Source: Etsy.

Etsy Listing Videos

Etsy introduced a feature in 2020 that enables video listings.

Overall, Etsy sellers have uploaded 3.21 million Video listings throughout the year.

Here is a breakdown of the number of video listings on Etsy by quarters:

Quarter, year Number of video uploads
Q2 2020 211 thousand
Q3 2020 1.3 million
Q4 2020 1.7 million

Source: Etsy.

How many people work at Etsy?

Etsy has 1,209 employees (without further 205 employees at Reverb). The company has increased its number of employees by 14.49% since 2019.

59.1% of Etsy employees are between 25 and 34 years old.

Here is a full breakdown of Etsy employees by age group:

Age group share
24 years and younger 3.3%
25-29 years 25.3%
30-34 years 33.8%
35-39 years 21.4%
40-49 years 12.9%
50 years and older 3.3%

Across all departments 47.7% of Etsy employees identify themselves as female. 45.3% identify as male. Within the development team 60.2% of Etsy employees are male and 30.3% are female.

The average salary on Etsy is $ 107,017 (based on comparable data estimates).

Etsy employees on an H1-B work-related resident visa have an average salary of $ 150,000.

Swell: Etsy, comparatively H1B salary database.

Conclusion

That’s it for my list of Etsy stats in 2021.

The e-commerce platform stands out thanks to its unique range of products from sellers around the world.

New buyers have come to Etsy, especially during the pandemic.

Now I will hand it over to you:

Do you think Etsy can keep growing?

I would also love to hear from you if you think we have overlooked important facts about Etsy. Or if you have general questions or feedback.

Don’t hesitate to let us know in the comments section below.

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Jeffrey Rabinowitz