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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
- 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.
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.
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.
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.
Etsy Shopping Behavior
Etsy buyers are loyal and frequent shoppers, with 23.8% making 4 or more purchases annually.
With 52.7% of respondents shopping on Etsy for over three years, the platform enjoys strong loyalty.
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.
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.*
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.
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.
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.
Free and fast shipping, along with reasonable pricing, were the top factors influencing repeat purchases.
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.
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.
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.
Product Discovery
Over half of respondents (53.6%) rely on Etsy’s search bar to discover products,* reaffirming the importance of strong keyword optimization.
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.
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.”
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.”
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.
Etsy continues to be valued as a gift-shopping platform, with 80% of surveyed buyers agreeing it is a great place to find gifts.
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.
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
