In Part 1 of Key Insights to Keep in Mind as an Etsy Seller, we explored some foundational lessons learned from running an Etsy shop. We explored some fundamental lessons every Etsy seller should know, from understanding customer behavior to mastering product photography as well as understanding the limits to optimizing your listings.
These early insights are essential for any seller looking to grow. But the journey doesn’t end there.
In this second installment, we’ll dive even deeper into the strategies and experiences that have proven crucial to long-term success on Etsy. Whether you're just starting or looking to refine your approach, these additional lessons will help you navigate the unique challenges and opportunities of running an Etsy shop.
Let’s continue uncovering the key insights that can make all the difference in building a thriving Etsy business.
1. Your flagship product is the cornerstone of your Etsy shop. Choose one product that embodies your brand and offers customers the greatest value - This is the product you want to be recognized for. This product will be your shop's star, driving traffic and sales. In simple terms, It’s also the product you’ll aim to rank highest for in Etsy search results. Everything else in your shop should complement and support this flagship item.
For example, If you sell handmade candles, your flagship product could be a luxury candle with custom scents. It offers customers a unique sensory experience, creating ambiance and relaxation. All other items in your store, like wax melts, candle care kits, and decorative candle holders, will support this main product, making it the focus of your shop.
2. Not all products that you list will become popular. On Etsy, product popularity can vary greatly, with some listings gaining traction quickly while others take much longer to find their audience. Several factors contribute to this, for instance, products that align with current trends or seasonal demand might see a surge in popularity within just a few weeks or months. Listings that cater to events like weddings, holidays, or trending styles often experience quick growth due to the immediate interest and search volume surrounding those occasions.
On the other hand, some products may take years to gain recognition. These slow-burn listings often require time to build up reviews, establish credibility, or get discovered organically through search engine optimization (SEO). They might cater to a niche audience, or require time for potential buyers to trust the quality and uniqueness of the product.
3. Promote your products on at least one external platform to expand your reach beyond Etsy. Whether you choose a social media channel like Instagram, TikTok, or Pinterest, it’s a great way to drive additional traffic to your shop. This allows you to tap into a new audience while still attracting Etsy’s marketplace shoppers.
To avoid feeling overwhelmed, start by focusing on just one platform. Focus on building a presence there before branching out, as managing multiple social channels can quickly become time-consuming.
In other words, master it, and then consider expanding to others over time as your shop grows.
4. You don’t need a massive following on your social media platforms like Instagram, Facebook, or Pinterest to make six figures on Etsy. This is because success on Etsy relies more on the quality of your products, effective search engine optimization (SEO), and a well-executed shop strategy than on social media influence.
While having a large social media following can help drive traffic to your shop, it’s not the only or even the most critical factor in building a profitable Etsy business. Many sellers with modest followings have achieved significant success by focusing on other key elements, such as: Running effective promotions, offering exceptional customer service, creating high-quality unique products, etc.
5. As an Etsy seller, it’s common to find that a small handful of your listings generate the majority of your income, even if you’re a six-figure seller. Not every product you create will be a best-seller, and that’s perfectly normal. Many successful sellers discover that only a few standout products consistently drive most of their revenue, while other listings may not perform as well.
This can happen due to various factors like market demand and trends, customer preferences, social proof and reviews, and most importantly, repeat business and word of mouth.
As stated earlier, It’s important to recognize that not every listing will be a hit, even for a six-figure Etsy seller. The key is to focus on those high-performing products and use them as anchors for your shop’s success. You can experiment with new listings, but it’s those core products that will likely provide the financial backbone of your business.
6. Don’t “hold on” to inventory—stock your Etsy shop as soon as possible. Many sellers make the mistake of waiting for the “perfect time” to list new products, whether it's to time it with a special event or simply because they’re unsure if the product is ready for launch. However, holding onto inventory unnecessarily can hold back your shop’s potential for growth and sales.
List your products as soon as they are ready to maximize visibility, gain customer insights, build your shop's reputation, continuous shop engagement, and even opportunity costs.
The only exception to this approach is if you’re planning a strategic product launch, such as releasing a new collection. In these cases, building anticipation by promoting the release date through social media or email marketing can be beneficial. This can create excitement and demand, leading to a successful launch where customers are eagerly waiting for your new listings to go live.
However, outside of these specific situations, don’t hold back on listing your inventory. The sooner your products are available, the sooner they can start generating traffic, feedback, and sales.