Ava AbbottEtsy is an e-commerce company based in Brooklyn, NY, for handmade crafts, vintage items, and craft supplies. Entrepreneurs and small business owners can sell jewelry, bags, clothing, artworks, home décor, furniture, toys, and more on the Etsy marketplace.
The company was founded in 2005 by Rob Kalin, Haim Schoppik, Chris Maguire, and Jared Tarbell. In 2021, Etsy had over 1.93 million items on its marketplace and connected 5.2 million sellers to 90.5 million buyers.
The company also recorded a 39.2% surge in gross merchandise sales in 2021. Etsy employs around 1,400 people and expects over $2.5 billion in revenue for fiscal 2021. [1]
Etsy is the largest online marketplace for handmade and vintage goods globally. The company expanded through acquisitions, including Blackbird Tech for $32.5 million and Reverb in 2019 for $275 million.
In 2021, Etsy acquired fashion resell marketplace Depop for $1.63 billion. Since its founding, Etsy has differentiated itself from the crowd by offering unique and high-quality items. The company has several competitors like Amazon, Big Cartel, Folksy, iCraft, and eBay. [2]
Here is an in-depth analysis of top Etsy’s competitors and alternatives:
1. Amazon Handmade
Year founded: 1994
Headquarter: Seattle, Washington
Amazon Handmade is an artisan-only marketplace on Amazon for buying and selling handicrafts. Everything sold on the platform is handmade, hand-altered, or hand-assembled.
In 2021, Amazon had around 1.5 million employees and $469.82 billion in revenue, up 21.7% from $386.06 billion.
Amazon Handmade and Etsy both offer unique and artistic handicrafts. However, only approved artisans can sell products on Amazon Handmade, while Etsy caters to artists and small businesses.
About 83% of consumers have shopped on Amazon versus 21% for Etsy. But shoppers only visit Etsy to purchase unique handmade or vintage items. More artisans sell their products on both platforms to expand their reach. Amazon Handmade is the top Etsy competitor for many reasons. [3]
2. Big Cartel
Year founded: 2005
Headquarter: Salt Lake City, Utah
Big Cartel is an online marketplace designed with creators, musicians, and artisans in mind. The platform provides personalized storefronts for independent artists to display and sell their products.
In 2021, Big Cartel had 30 employees working in non-management positions. The company makes over $10 million in revenues annually. [4]
The main advantage of using Big Cartel over Etsy is its beginner-friendly features. Beginners can set up online stores quickly and easily using pre-made themes and templates. Advanced users can tweak the HTML, CSS, and JavaScript for additional customization.
The platform also provides real-time stats, SEO, order management, and marketing tools to help users manage their businesses more efficiently. Big Cartel is one of the best Etsy alternatives for independent artists and sellers.
3. Aftcra
Year founded: 2013
Headquarter: Milwaukee, Wisconsin
Aftcra is an online marketplace for US-based artists. The platform promotes American handmade products by allowing sellers with US citizenship to sell to buyers globally. Aftcra has around 60 employees and makes about $5 million in revenues annually.
Aftcra is similar to Etsy but less popular than its rival. Unlike Etsy, Aftcra doesn’t allow users to sell vintage products and manufactured goods.
Also, artists outside the US cannot sell products on this marketplace. These restrictions guarantee product quality and authenticity, increasing Aftcra’s competitive advantage over Etsy. [5]
4. Shopify
Year founded: 2006
Headquarter: Ottawa, Ontario
Shopify is a Canadian multinational company that offers an eCommerce platform. Users can build online stores and leverage point-of-sale systems to sell handcrafts online. Unlike Etsy, Shopify allows users to sell unlimited products with no restrictions.
In 2021, Shopify had over 10,000 employees and amassed $2.91 billion in revenue. [6]
Shopify added 2.5 million new stores in the past two years, while Etsy’s sellers increased from 2.6 million to 5.2 million. Both recorded around 200% growth in the number of stores during this period. Shopify is one of the best Etsy alternatives for selling handmade products. [7]
5. Goimagine
Year founded: 2020
Headquarter: Grafton, Massachusetts
Goimagine is an online marketplace for selling handmade crafts. Users can only sell high-quality handmade products. Unlike Etsy and other competitors, Goimagine donates 100% of its profits to charities supporting children in need.
Goimagine launched 16 years after Etsy. But it is already attracting sellers and buyers from Etsy. The company delivers value in areas where Etsy falls short. Trademark violations, scammers, and copyright infringements are prevalent on Etsy due to lax policies.
Goimagine uses a more proactive trademark protection strategy and a juried system to lock out scam sellers. These policies can help Goimagine poach Etsy customers. [8]
6. Artful Home
Year founded: 1985
Headquarter: Madison, Wisconsin
Artful Home is one of the oldest marketplaces for handmade crafts, home décor, apparel, jewelry, and accessories. Over 96% of products on the platform are made in the US. Buyers can find over 36,000 unique pieces, with more than 1.85 million items sold via the platform.
Artful Home works directly with 1,100 artists, designers, and craftsmen in North America. Some products are shipped from artists’ studios to the buyers. So, Artful Home only handles the payment and delivery.
Both Artful Home and Etsy offer handicrafts and home décor products. But Artful Home is more experienced in the home décor sector than Etsy. [9]
7. iCraft Gifts
Year founded: 2007
Headquarter: Toronto, Canada
iCraft is a craft-only online marketplace. Craftsmen can set up online stores and use marketing and sales tools on the platform to advertise and sell their products. iCraft reviews all products before approving them for listing on the site.
Unlike Etsy, iCraft has a strict no-admission policy for vintage goods. Small businesses and craft makers who want to sell handmade crafts on iCraft have to pay a nominal subscription.
In 2021, the company provided hundreds of free accounts to help struggling craftsmen who could benefit from selling online. iCraft also waived all subscription fees for active members. This strategy enhances loyalty and strengthens the iCraft community. iCraft is a worthy Etsy competitor. [10]
8. Folksy
Year founded: 2008
Headquarter: Sheffield, UK
Folksy is a UK-based online platform for buying and selling crafts. The marketplace features thousands of pieces created by artists, designers, and makers.
Unlike Etsy, Folksy does not offer vintage items or allow craft reselling.
Folksy doesn’t charge a commission on shipping, while Etsy users pay a 5% commission. New users receive three free listings and free resources, such as the ‘Make It Sell’ e-course.
The platform has resourceful forums and sends Folksy newsletter to over 70,000 shoppers. Folksy is the best Etsy alternative for beginners. [11]
9. eBay
Year founded: 1995
Headquarter: San Jose, California
eBay is the second-largest online marketplace in the US for C2C and B2C selling, including unique handmade crafts. It is one of the top three e-commerce companies globally.
In fiscal 2021, eBay’s revenue surged 39% to $11.74 billion. But eBay’s actual income is around $2.5 billion because it doesn’t sell its own products.
Etsy and eBay connect buyers to sellers. However, eBay isn’t limited to handmade crafts. eBay users can buy and sell new or used products, including furniture, clothes, and electronics.
Its auction-style model provides limitless opportunities for buyers and sellers to land the best deal. As the oldest e-commerce company globally, eBay has the resources and experience to challenge Etsy in the handcraft sector. [12]
10. Storenvy
Year founded: 2010
Headquarter: New York, NY
Storenvy first launched as an online store builder and evolved into an e-commerce platform and social marketplace. The platform has over 90,000 merchants and creators of handmade goods, apparel, jewelry, art, and home decor. Since its founding, Storenvy has facilitated over $50 million in sales.
Storenvy generates revenue from its printing service. Everything on the platform is free. Creators and artists can open an online store for free and customize it without paying a cent. Unlike Etsy, Storenvy doesn’t charge commission fees on sales. Storenvy is the best free Etsy alternative. [13]
11. Facebook Marketplace
Year founded: 2004
Headquarter: Menlo Park, California
Facebook Marketplace is an online platform owned by Meta Inc., formerly Facebook Inc. It is part of the Facebook social platform and allows users to buy or sell products online, including handmade crafts.
At the start of 2022, Facebook had around 2.91 billion monthly active users. The company has 71,970 employees and over $85 billion in annual revenue. [14]
The main competitive advantage for Facebook over Etsy is its reach. Sellers on this marketplace can connect with more buyers than on Etsy. Sellers that operate on both platforms get over 50% of sales from Facebook Marketplace.
Some Etsy sellers doubled their business after switching to Facebook Marketplace. Also, selling on Facebook Marketplace is cheaper than on Etsy. Facebook Marketplace is one of the top Etsy competitors and alternatives for many reasons. [15]
12. Flipkart
Year founded: 2007
Headquarter: India
Walmart-owned Flipkart is the largest eCommerce platform in India. The company has more than 100 million registered users and controls 31.9% of India’s online retail market. In 2021, Flipkart’s revenue increased by 25% to $6.1 billion (43,615 crores INR).
Flipkart offers a wide variety of goods, including handmade crafts. In Sep 2021, Flipkart partnered with Amazon to empower 27,000 women in self-help groups in India. The retail giants showcase the group’s handmade products online. This initiative increases Flipkart’s competitive advantage. Flipkart is the best Etsy alternative in India. [16]
13. Bonanza
Bonanza is an online marketplace for handmade products. The platform has around 300,000 users who list their products to be sold. Buyers can find over 3.4 million items under different categories.
Bonanza allows buyers to negotiate with sellers to get the best price. This flexible approach can poach some buyers from Etsy.
Bonanza integrates seamlessly with Shopify, Amazon, eBay, and WooCommerce. So, users can import their product listings directly from these platforms. Bonanza is one of the best Etsy alternatives for handicraft sellers and buyers. [17]
14. Zibbet
Year founded: 2007
Headquarter: Surry Hills, Australia
Zibbet is an online platform for selling handmade crafts, vintage collectibles, goods, and fine art. Users can also sell hand-altered or hand-assembled items and craft supplies. Zibbet has around 20 employees and attracts over 35,000 unique visitors per month.
Both Zibbet and Etsy assign shops to artists, so they don’t create their own websites. Users on both platforms can manage their product listings and sales. Unlike Etsy, Zibbet doesn’t charge users to list or sell products.
Users can pay $5 to manage their Zibbet Marketplace, Etsy, Stitch, Facebook, Instagram Shops, and more all in one place. Zibbet is one of the best Etsy alternatives. [18]
15. Uncommon Goods
Year founded: 1999
Headquarter: Brooklyn, New York
Uncommon Goods started as a market for recycled housewares and evolved into an online site for unique crafts and handmade goods. It is an exclusive platform with a thorough admission process and product quality checks. Approved sellers must submit retail and wholesale prices for their products in advance.
Buyers can find problem-solving gifts, such as bookmarkers, self-watering flower pots, and road trip pillows. Each product undergoes rigorous quality checks to guarantee customer satisfaction. Uncommon Goods is the best Etsy alternative for avid handcraft collectors. [19]
References & more information
- Stein, S. (2021, Nov). With Little Supply Chain Pain, Etsy Posts Strong Sales This Quarter. Forbes
- Curry, D. (2022, Jan 11). Etsy Revenue and Usage Statistics. Business of Apps
- Connolly, B. (2021, Jan 2). How to Sell on Amazon Handmade in 2021. Jungle Scout
- Silberling, A. (2021, Dec 14). Big Cartel staff are voluntarily recognized as the latest tech workers union. TechCrunch
- Nathaniel, T. (2021, Aug 13). Aftcra Review: A Good Etsy Alternative? Lush Dollars
- Carney, L. (2021, Oct 22). Shopify vs. Etsy: Should You Sell Through an Online Store or an Online Marketplace? Website Builder Experts
- Pleuni (2022, Jan 18). The number of Shopify stores grew by 200%. eCommerce News
- CB Associate (2021). Is the GoImagine Marketplace an Alternative to Etsy? Cutting for Business
- com (2022, Jan 1). About Artful Home. Artful Home Blog
- iCraft Team (2021, Jun 18). Help in Tough Times: Free Accounts for those in need. iCraft Blog
- BEAM (2021, May 14). How to sell on Folksy. Dannell’s Blog
- Warren, R. (2022, Feb 10). Is eBay a Top Stock to Buy and Hold in 2022? The Motley Fool
- S4S (2022, Feb 2). Is Storenvy the right eCommerce platform for your business? Shift4Shop
- SRD (2022, Feb 14). Facebook: number of monthly active users worldwide 2008-2021. Statista
- HS Mag (2021, Jan 4). How Former Etsy Sellers Get Over 50% of Their Sales from Facebook Marketplace. Handmade Seller Magazine
- Shimla, S. (2021, Sep 20). Flipkart empowers HP women by providing a market for handmade products. The Statesman
- Mustafa, A. (2022, Feb 2). How to Sell on Bonanza? Your Ultimate Guide. Pixel Phant
- Adobe Spark (2021, Oct 27). How Artists and Makers Sell Goods on Zibbet. Adobe
- Viera, M. (2022, Feb 3). 10 Cute and Problem-Solving Gifts from Uncommon Goods. Refinery29
- Featured image by Rebecca Grant
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