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2024 Etsy Buyer Survey: What Sellers Need to Know

2024 Etsy Buyer Survey: What Sellers Need to Know

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12 min read

A female looking at her laptop smiling with a cup of coffee on the table beside the laptop. Doodles on the image shows 5 stars beside her head with a thumbs up and thumbs down doodle below the stars. The implication is the user is reviewing the 2024 Etsy Buyer Survey.

Every year, eRank conducts an in-depth survey of 1,000 recent Etsy buyers to uncover trends, preferences, and behaviors shaping the handmade marketplace. The survey reflects responses from diverse age groups (18 to 80) and an almost even gender distribution (48.4% male, 50.8% female). This annual tradition provides valuable insights for Etsy sellers striving to adapt to their customers’ needs. The 2024 survey reveals both steady patterns and some shifts in buyer expectations.

Here’s a detailed analysis of the results, including comparisons to data from 2022 and 2023.

Key Findings from the 2024 Survey

From the continued importance of high-quality listings to the growing demand for proactive communication, this year’s findings highlight critical areas for sellers to focus on. Additionally, new questions on AI-created products and Etsy’s role as a gifting destination provide fresh perspectives on opportunities for sellers to adapt and grow in an increasingly competitive marketplace.

  1. Quality of Shop Listings Continues to Dominate: High-quality visuals and detailed descriptions remain crucial, with nearly 70% of buyers ranking them as “very important” in purchase decisions. These elements have consistently been top priorities since 2022, underscoring their role in building trust.
  2. Communication Matters More Than Ever: Buyers prioritize updates on shipping delays (70.4%) and order shipments (67.2%). A growing trend shows post-delivery follow-ups are increasingly viewed as “very important,” reflecting a heightened demand for transparency and excellent communication.
  3. Product Reviews Build Confidence: In 2024, 93.7% of buyers said that product reviews significantly influence their purchasing decisions. Reviews validate product quality, build trust, and are relied upon more heavily each year.
  4. Buyers Accept Reasonable Wait Times for Handmade: While slightly down from last year, 59% of buyers remain willing to wait 7–14 days for handmade or unique items, provided sellers communicate timelines clearly.
  5. Free Shipping Remains a Priority: Shipping cost considerations are now the top factor influencing repeat purchases, up from second place last year. Sellers should incorporate shipping costs into product pricing in order to stay competitive.
  6. Clear Return Policy Retains Importance: A clear return policy remains crucial, with 57% of buyers rating it as “very important.” Additionally, 33% said a poor or absent policy discourages repeat purchases.
  7. A Personal Touch Drives Trust: An “About Us” section enhances relatability, with 35% of buyers saying it helps them connect with the seller. This reinforces the value of highlighting personal stories and the human element behind the shop.
  8. Customer Service Does Matter: Over 50% of buyers said poor customer service discourages repeat purchases. It also increases the risk of negative reviews, potentially deterring future customers.
  9. Buyers Are Open to AI: A specific AI-related question* revealed that 61% of buyers are “open to” or “might consider” purchasing AI-generated products. However, 25.3% affirmed their preference for handmade or human-designed items, maintaining Etsy’s appeal to those seeking authenticity.
  10. Etsy’s Role as a Gifting Destination: This year’s survey asked buyers which categories they shop,* allowing multiple selections. The results confirmed Etsy’s reputation as a go-to marketplace for gifts, with the “Gifts” category emerging as the top choice among shoppers.
  11. Additional Proof of Keyword Importance: The Etsy search bar is the primary tool that buyers use to find products,* with 53.6% of respondents relying on it. This emphasizes the critical role of quality keywords in driving visibility and sales.

Suggested Actions for Etsy Sellers (with eRank Tool Suggestions)

The 2024 Etsy Buyer Survey highlights key trends and buyer preferences that provide actionable insights for Etsy sellers looking to improve their shops and increase sales. From optimizing listings with high-quality visuals and strategic keywords to enhancing communication and offering free shipping, these findings reveal practical steps to align with what buyers value most. Leveraging tools like eRank’s Keyword Tool, Listing Audits, AI Listing Helper, and Delivery Status, sellers not only address these priorities but also refine their strategies to stay competitive and build lasting relationships with their customers. Here’s how Etsy sellers can take action based on this year’s survey results

  1. Optimize Shop Listings with High-Quality Visuals and Detailed Descriptions: Standout listings start with high-resolution photos showcasing products from multiple angles and detailed descriptions that highlight features and build trust. eRank’s Listing Audit ensures all photo slots are used, alt text is added, and keywords are optimized for SEO. The AI Listing Helper simplifies creating engaging, professional descriptions, allowing you to craft polished listings that attract buyers and drive sales.
  2. Enhance Communication Throughout the Buying Process: Keep buyers informed at every stage—from order confirmation to shipping updates and post-delivery follow-ups. Clearly communicate processing times and manage expectations to build confidence. Use eRank’s Delivery Status to monitor shipments and the eRank Calendar to plan timely updates during peak seasons. Proactive communication fosters trust and encourages repeat purchases.
  3. Encourage and Highlight Product Reviews: Reviews build trust and drive sales. Ask buyers for feedback and respond professionally to both positive and negative reviews. Showcase positive reviews prominently in your shop to reassure future buyers. Managing reviews effectively strengthens your reputation and encourages more customers to choose your shop.
  4. Communicate Realistic Processing and Shipping Times: Clearly outline production and shipping timelines in your listings and policies to manage buyer expectations, especially for handmade items. Use Etsy’s saved replies to quickly and professionally address common questions about shipping or delays. For more tips, check out Streamline Customer Communication with Etsy Saved Replies. Transparent communication builds buyer trust and strengthens reliability.
  5. Offer Free or Discounted Shipping: Free or discounted shipping can boost sales and loyalty. Factor shipping costs into product pricing to make these offers financially viable and clearly advertise them in your shop. Highlighting free shipping attracts new buyers, while encouraging repeat purchases.
  6. Maintain a Clear and Hassle-Free Return Policy: A simple, accessible return policy builds buyer trust and reduces negative feedback. Clearly outline return steps and conditions in your shop policies and address concerns promptly. A hassle-free return process reassures buyers and fosters repeat purchases.
  7. Personalize Your Shop with an “About Us” Section: An engaging “About Us” section connects buyers with the person behind the products. Share your story, mission, and inspiration to highlight your shop’s uniqueness. A well-crafted section humanizes your brand, builds trust, and encourages support from buyers.
  8. Focus on Excellent Customer Service: Prompt, professional responses to inquiries and issues are essential for retaining buyers and avoiding negative reviews. Proactive customer service fosters trust, encourages repeat purchases, and strengthens your shop’s reputation.
  9. Leverage Buyer Openness to AI Thoughtfully: As buyer interest in AI grows, use it transparently to enhance your creative process. Highlight how AI tools improve efficiency or customization, while emphasizing the human craftsmanship behind your products. Balancing innovation with authenticity maintains trust and appeals to both traditional and tech-savvy buyers
  10.  Market Products for Gift Shoppers: Optimize listings with targeted keywords like “gift for [recipient]” and emphasize unique, customizable features. Offer gift-wrapping services during peak seasons to attract buyers. Use eRank’s Keyword Tool and Tag Report to refine listings for better visibility and consult the Monthly Trends and Trend Buzz reports to align your products with current and seasonal shopping trends. These tools help your shop stand out in the competitive gifting market.
  11. Prioritize Keyword Optimization: With 53.6% of buyers using Etsy’s search bar, strong keywords are critical for discoverability. Use relevant keywords in titles, descriptions, and tags to improve rankings. eRank’s Keyword Tool helps you find high-performing keywords tailored to your products, boosting visibility and driving sales.

Closing Insights for Etsy Success

The 2024 Etsy Buyer Survey provides a wealth of insights for Etsy sellers looking to adapt and thrive in an evolving marketplace. From the importance of high-quality visuals and detailed descriptions to the growing emphasis on communication and trust, the survey highlights key areas where sellers can align their strategies with buyer expectations. Additionally, emerging trends such as AI acceptance and Etsy’s continued role as a gifting destination present new opportunities for growth.

Leveraging eRank’s tools like the Keyword Tool, Listing Audit, and Trend Reports helps sellers meet customer needs, foster loyalty, and stay competitive. With this data in hand, Etsy sellers have a clear roadmap to elevate their shops and achieve lasting success.

Detailed Results from 2024 Etsy Buyer Survey

eRank’s 2024 Etsy Buyer Survey provides a comprehensive view of Etsy shoppers’ preferences and behaviors, offering valuable insights for sellers. Conducted with 1,000 recent Etsy shoppers randomly selected, the survey provides an in-depth look at shopping trends, motivations, and opportunities for growth.

Survey Demographics

The diversity of respondents highlights Etsy’s broad appeal across demographics. The survey included buyers of varying ages with the 75.1% of respondents being between ages 30-69.

Circle graph showing the percentages for each age group of surveyors: Under 18 1%, 18-29 15.5%, 30-49 41.1%, 50-69 34%, and 70+ 8.4%

This year’s gender distribution was 48.4% males, 50.8% females, and 0.8% other or prefer not to say. Notably, the percentage of male respondents has grown annually, suggesting a broader male audience on Etsy.

Circle graph showing the gender distribution of surveyors: Female 50.8%, Male 48.4%, and Other/Prefer Not to Say 0.8%

All 50 states were represented with most respondents identifying as “Caucasian/White.” However, the percentage of those identifying as “African-American/Black” has steadily increased each year.

Bar graph showing the ethnic background distribution of surveyors: Caucasian/White 61.8%, African-Amercian/Black 21.2%, Hispanic/Latino 14.1%, Asian/Pacific Islander 5.7%, Eastern Indian 0.9%, Middle Eastern 1.3%, Native American 3.1%, and Other Ethnic Background Not Listed 0.7%

Higher-income households ($75,000 or more) remain the majority at 36.3%, but income levels are becoming more evenly distributed, with a notable 4.4% increase in the “Under $20,000” category. This trend suggests sellers should monitor pricing to remain competitive as buyer demographics evolve.

Circle graph showing the total household income of surveyors: Under $20,000 13.4%, $20,000-$29.999 9.6%, $30,000-$39.999 11.1%, $40,000-$49,999 6.8%, $50,000-$59,999 12.4%, $60,000-$74,999 10.5%, $75,000-$99,999 14.4%, and $100,000+ 21.9%

Etsy Shopping Behavior

Etsy buyers are loyal and frequent shoppers, with 23.8% making 4 or more purchases annually. 

Circle graph showing how many times that those surveyed have purchased on Etsy in the past 12 months: 1 time 35.7%, 2-3 times 42.6%, 4-6 14.2%, 7-9 times 3.9%, and 10+ times 3.7%

With 52.7% of respondents shopping on Etsy for over three years, the platform enjoys strong loyalty.

Circle graph showing how long that those surveyed have been buying on Etsy: Under 1 Year 14.1%, 1-2 years 33.3%, 3-5 years 34.2%, and 5+ years 18.5%

Additionally, 60.2% of respondents stated they were “very likely” to refer Etsy to family and friends, while only 3.3% said they were “not likely.” This highlights the importance of delivering excellent customer service, quality products, and personalized experiences to foster loyalty and encourage referrals.

Product Categories Purchased

Buyers shop across diverse categories,* with gifts, accessories, and clothing leading at over 40% each. Arts & Collectibles followed at 31.9%, while Bath & Beauty, Home & Living, and Jewelry each attracted 24–25%. Sellers in niche categories such as weddings or party supplies should highlight their unique appeal to stand out.

Bar graph showing what categories that those surveyed purchase from on Etsy (rounded): Accessories 41%, Art & Collectibles 32%, Baby 17%, Bags & Purses 17%, Bath & Beauty 25%, Books, Movies, & Music 17%, Clothing 40%, Craft Supplies & Tools 22%, Electronics & Accessories 16%, Gifts 44%, Home & LIving 24%, Jewelry 24%, Paper & Party Supplies 9%, Pet Supplies 13%, Shoes 12%, Toys & Games 13%, and Weddings 6%

Shopping Motivations and Preferences

Buyers consistently prioritize quality and trust when shopping on Etsy. Shoppers look for a balance between quality and affordability in the Etsy marketplace.*

Circle graph showing the expectations of those surveyed regarding quality and price on Etsy: I look for a balance between quality and affordability 57.2%, I'm willing to pay more for high-quality, unique items 37%, and I priorities affordability, even if the quality is average 5.8%

A thorough “About Us” shop section including the seller’s bio, picture, and name greatly adds to a shop’s trustworthiness along with good reviews, star rating, and good product pictures.

Bar graph that shows what makes an Etsy shop trustworthy according to those surveyed (rounded): An "About Us" section & seller's name 35%, Product Pictures 55%, Product Videos 31%, Reviews 72%, Star rating 57%, Star Seller Status 35%, Shop Location 17%, Shop Logo 11%, Shop Name 13%, and Other 0.9%

Buyers value transparent communication, particularly regarding shipping delays and follow-ups after delivery. A noticeable shift shows increasing importance placed on checking in with customers post-delivery to ensure satisfaction.

A bar graph showing how important is it to hear from sellers when certain events occur per those surveyed (rounded): (1) When the seller thanks you for your order Very Important 49% Somewhat Important 42% Not That Important 10% (2) When the sller starts marking your order Very Important 50% Somewhat Important 41% Not That Important 9% (3) When the seller ships your order Very Important 67% Somewhat Important 29% Not That Important 4% (4) When the seller gets a delivery notification Very Important 52% Somewhat Important 39% Not That Important 10% (5) When there is a delay in shipment Very Important 71% Somewhat Important 24% Not That Important 4% (6) A few days after delivery to see if everything is okay Very Important 46% Somewhat Important 41% Not That Important 12%

Nearly 70% of respondents emphasized the importance of clear, high-quality photos and detailed descriptions. In addition, product reviews play a vital role in building trust (59.4%), and buyers relying on them to make purchasing decisions. For sellers, this highlights the value of requesting reviews and addressing feedback professionally.

Bar Graph showing which factors were important when making a buying decision: STAR SELLER BADGE Very Important 39.6% Somewhat Important 45.6% Not That Important 14.8% AGE OF SHOP Very Important 29.4% Somewhat Important 46.3% Not That Important 24.3% FAST SHIPPING Very Important 55% Somewhat Important 38.3% Not That Important 6.7% FREE SHIPPING Very Important 57.7% Somewhat Important 35% Not That Important 7.3% LISTING VIDEO Very Important 29.8% Somewhat Important 44% Not That Important 26.2% NUMBER OF SALES Very Important 35.2% Somewhat Important 45.7% Not That Important 19% PERSONALIZATION OPTIONS Very Important 41.2% Somewhat Important 46.2% Not That Important 12.6% PICTURES Very Important 66.7% Somewhat Important 28.3% Not That Important 5% PRICE Very Important 67.7% Somewhat Important 28.4% Not That Important 3.9% PROCESSING TIME Very Important 49.1% Somewhat Important 44.9% Not That Important 6% PRODUCT DESCRIPTION Very Important 68.2% Somewhat Important 28.2% Not That Important 3.6% PRODUCT REVIEWS Very Important 59.4% Somewhat Important 35.5% Not That Important 5% RETURN POLICY Very Important 57% Somewhat Important 34.4% Not That Important 8.6% SHOP'S STAR RATING Very Important 54.2% Somewhat Important 38.5% Not That Important 7.3%

Free and fast shipping, along with reasonable pricing, were the top factors influencing repeat purchases.

Bar graph showing what brings shoppers back to the same Etsy seller (rounded): Coupon Code 30%, Fast Shipping 53%, Free Shipping 64%, Freebies 28%, Personal Note 21%, Quality & Variety of Products 51%, Reasonable Pricing 58%, Seller's Customer Service 36%, Nice Packaging 18%, Other 0.3%

However, 37.5% of buyers surveyed were willing to wait up to seven days for a purchase on Etsy. Clear communication about processing and shipping times is critical to maintaining trust.

Bar graph showing how long shoppers are prepared to wait to receive their items per those surveyed: (1) AMAZON 1 day 15.2% 3 days 43.5% 7 days 31.4% 14 days 6.4% 30 days 19% I don't buy from this platform 1.6% (2) EBAY 1 day 6.8% 3 days 24.6% 7 days 37.5% 14 days 12.6% 30 days 4.1% I don't buy from this platform 14.5% (3) ETSY 1 day 6.5% 3 days 27.1% 7 days 40.1% 14 days 19% 30 days 4.3% I don't buy from this platform 3.0% (4) FB MARKETPLACE 1 day 9.5% 3 days 23.2% 7 days 23.3% 14 days 7% 30 days 3% I don't buy from this platform 34.1% (5) TARGET 1 day 9.4% 3 days 37.5% 7 days 30.8% 14 days 7.2% 30 days 1.3% I don't buy from this platform 13.8% (6) TEMU 1 day 6.8% 3 days 18.2% 7 days 23% 14 days 15.7% 30 days 3.1% I don't buy from this platform 33.2% (7) TITKOK 1 day 6.7% 3 days 16.4% 7 days 21.2% 14 days 7.1% 30 days 2.1% I don't buy from this platform 46.4% (8) WALMART 1 day 11.6% 3 days 38.7% 7 days 32.5% 14 days 6.3% 30 days 2.2% I don't buy from this platform 8.7%

Buyers identified key factors that could deter them from purchasing on Etsy, with poor or bad reviews (55.7%) and poor customer service (51.2%) emerging as the top concerns. These findings highlight the critical role of trust and responsiveness in the buyer’s decision-making process, emphasizing the need for sellers to maintain a strong reputation through quality products and excellent customer service.

Bar graph showing what would make a shopper hesitate about purchasing from an Etsy shop according to those surveyed (rounded): Poor Customer Service 51%, Poor Product Description 43%, Poor Product Photos/Video 35%, Poor/Bad Reviews 56%, Pricing 54%, Return Policies 33%, Shipping Time/Cost 39%, Shop Appearance 12%, Shop Location 10%, Star Rating 24%, and Other 0.5%

Attitudes Toward AI-Generated Products

A majority of respondents (61%) are open to or curious about AI-generated products,* though 25.3% still prefer handmade, human-designed items. This highlights opportunities for sellers to use AI tools for efficiency while maintaining transparency and craftsmanship, appealing to both traditional and innovative buyers.

Circle graph showing how shoppers feel about the use of AI in creating or curating products on Etsy: I'm open to buying AI-generated products 25.4%, I might consider it depending on the product 35.8%, I prefer handmade or human-designed items 25.4%, I'm neutral 8.3%, and I hadn't considered it before 5.2%

Product Discovery

Over half of respondents (53.6%) rely on Etsy’s search bar to discover products,* reaffirming the importance of strong keyword optimization. 

Circle graph showing how shoppers typical shop or find products on Etsy: Etsy Search Bar 53.5%, Etsy Recommended Products and/or Emails 14.5%, Etsy Gift Mode 12.3%, Search Engines 13.4%, Social Media 4%, Friends or Word of Mouth 2.4%

Holiday Shopping Intentions

Black Friday and Cyber Monday present significant opportunities for Etsy sellers, with 74.3% of buyers planning to shop on these days.* Focusing on discounts, free shipping, and gift-worthy items can help sellers capitalize on peak shopping periods.

Circle graph showing if shoppers plan to shop on Etsy on Black Friday or Cyber Monday: Yes 74.3% and No 25.7%

For those not planning to shop on these days, common reasons included “I don’t need anything” or “Other commitments.” However, some noted they “hadn’t thought about it,” suggesting potential to convert these buyers with targeted promotions.

The percentage of buyers shopping for “Myself” decreased in 2024 as compared to previous years. Other categories remained steady with the exception of a slight increase in those shopping for “Children.”

Bar graph showing who the usual intended recipient is when shopping on Etsy (rounded): Children 30%, Female 39%, Friend 29%, Male 19%, Myself 58%, Parent 12%, Pet 10%, Relative 18%, They/Them 2%, and Other 0.7%

Holidays are a popular time for Etsy shoppers. “Christmas/Holiday Season” remained the top occasion for shopping, followed by strong interest in “Birthdays” and “Mother’s Day.” Shoppers were also somewhat likely to shop for events like “Baby Showers,” “Weddings,” and “Valentine’s Day.” 

Bar graph showing on what occasions a shopper is likely to shop on Etsy (rounded): BABY SHOWER Very Likely 29%, Somewhat Likely 42%, and Not Very Likely 29% BIRTHDAYS Very LIkely 49%, Somewhat Likely 42%, and Not Very Likely 9% CHRISTMAS/HOLIDAY SEASON Very Likely 54%, Somewhat Likely 38%, and Not Very Likely 8% FATHER'S DAY Very Likely 29%, Somewhat Likely 35%, and Not Very Likely 36% MOTHER'S DAY Very Likely 42%, Somewhat Likely 37%, and Not Very Likely 21% VALENTINE'S DAY Very Likely 37%, Somewhat Likely 40%, and Not Very Likely 24% WEDDING Very LIkely 31%, Somewhat Likely 41%, and Not Very Likely 28%

Etsy Versus Other Marketplaces

The survey included three questions comparing Etsy, Amazon, eBay, Target, and Walmart. For the 2024 survey, Facebook Marketplace, Temu, and Tiktok were added to the e-commerce sites.

Amazon remains dominant, with 76.6% of respondents shopping there in the past month. Etsy captured a notable share, with 39.7% of respondents shopping on the site during the same period.

Bar graph showing on what online retail sites surveyors have shopped in the past month (rounded): Amazon 77%, eBay 32%, Etsy 40%, FB Marketplace 20%, Target 36%, Temu 23%, TikTok 15%, and Walmart 53%

Etsy continues to be valued as a gift-shopping platform, with 80% of surveyed buyers agreeing it is a great place to find gifts.

Bar graph showing which websites shoppers think are great for buying gifts (rounded): AMAZON Agree 85% Neither Agree or Disagree 13% Disagree 2% EBAY Agree 55% Neither Agree or Disagree 35% Disagree 10% ETSY Agree 80% Neither Agree or Disagree 17% Disagree 3% FB MARKETPLACE Agree 38% Neither Agree or Disagree 45% Disagree 17% TARGET Agree 68% Neither Agree or Disagree 24% Disagree 8% TEMU Agree 42% Neither Agree or Disagree 35% Disagree 23% TIKTOK Agree 31% Neither Agree or Disagree 38% Disagree 31% WALMART Agree 67% Neither Agree or Disagree 25% Disagree 8%

Additionally, 58.6% of respondents plan to shop for gifts on Etsy before the end of the year, highlighting its appeal during the holiday season.

Bar graph showing how likely surveyors are to shop for gifts on the websites before the end of the year: AMAZON Very Likely 75.7% Somewhat Likely 20.4% No Likely 3.9% EBAY Very Likely 38.7% Somewhat Likely 37.1% No Likely 24.2% ETSY Very Likely 58.6% Somewhat Likely 36% No Likely 5.3% FACEBOOK MARKETPLACE Very Likely 28.5% Somewhat Likely 33% No Likely 38.5% TARGET Very Likely 51.9%% Somewhat Likely 31.9% No Likely 16.2% TEMU Very Likely 31.2% Somewhat Likely 31.7% No Likely 37.1% TIKTOK Very Likely 24.9% Somewhat Likely 24.7% No Likely 50.5% WALMART Very Likely 55.3% Somewhat Likely 31.6% No Likely 13.1%

About eRank

Founded in 2016, eRank is the #1 SEO tool for Etsy sellers,** providing powerful tools to support handmade businesses. Key tools include the Keyword Tool, which provides insights based on shopper search behavior across multiple marketplaces; the AI Listing Helper for generating titles, descriptions, and tags; Competitor Comparison Tools to evaluate competitors’ listings within the same categories; and comprehensive Trend Reports highlighting emerging and upcoming trends.

In 2024, eRank continued to expand its data capabilities beyond Etsy to include insights for a wide range of marketplaces. Currently, the Keyword Tool provides data for 13 marketplaces in nine countries/regions, while the Trend Buzz Report tracks top trends for 33 global retailers—both online and brick-and-mortar—offering unparalleled resources for sellers worldwide.

*Indicates a new question on the 2024 survey

**According to SimilarWeb

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