How to open and set up your Etsy shop for success, covering shop branding, product listings, SEO, pricing, shipping, and getting your first sales.
Last updated:
0 of 23 completed0%
Copied!
Account and Shop Setup
Create your Etsy seller account
Use a dedicated email address for your shop, not your personal one. You can change your shop name once after opening, but subsequent changes require contacting support. Choose carefully — your shop name is part of your brand and your URL.
Choose a memorable and searchable shop name
Your shop name can be up to 20 characters with no spaces. Include a keyword related to your product type if possible (e.g., 'WillowPrintStudio' for a print shop). Search Etsy first to make sure a similar name is not already taken.
Set up your payment and billing information
Etsy deposits funds to your bank account on a rolling basis, typically 3-5 business days after a sale. You will also need a credit card on file for Etsy fees. The listing fee is $0.20 per item, and the transaction fee is 6.5% of the sale price including shipping.
Complete your shop's About section with your story
Shops with a completed About section get 30% more views. Include why you started, your creative process, and a photo of yourself or your workspace. Buyers on Etsy specifically seek the personal connection behind handmade items.
Shop Branding
Design and upload your shop banner and logo
Your shop banner should be 1200 x 300 pixels. Your logo (shop icon) should be 500 x 500 pixels. Use consistent colors and fonts that match your product style. A cohesive brand presence increases trust and makes your shop look established.
Write shop announcement and policies
Your shop announcement appears at the top of your page — use it for current promotions, processing times, or holiday schedules. Write clear policies for shipping, returns, exchanges, and custom orders. Shops with complete policies have 25% fewer customer disputes.
Write your return and exchange policy
Set processing times for each product type
Add at least 5 sections to organize your shop
Sections are like categories within your shop. A jewelry shop might have sections for Necklaces, Earrings, Bracelets, Rings, and Gift Sets. Organized shops keep visitors browsing 40% longer than unorganized ones.
Product Listings and SEO
List at least 20-30 products before promoting your shop
Shops with 20+ listings get significantly more search visibility than shops with fewer than 10. If you do not have 20 products, create variations (different colors, sizes, bundles) as separate listings.
Write keyword-rich titles using all 140 characters
Front-load your title with the most searched term. Use natural language, not keyword stuffing. Example: 'Personalized Wooden Cutting Board - Custom Engraved Kitchen Gift for Mom - Housewarming Present.' Etsy's search algorithm weights the first 40 characters most heavily.
Use all 13 tags on every listing
Tags are 20 characters each and can be multi-word phrases. Use long-tail phrases customers actually search ('gift for new homeowner' not just 'gift'). Do not repeat words already in your title — Etsy considers titles and tags together for search ranking.
Upload 10 photos per listing with your best image first
The first photo appears in search results and is your most important selling tool. Use natural lighting, a clean background, and show the item from multiple angles. Include at least one photo showing the item in use and one showing scale.
Write detailed descriptions with dimensions and materials
Start with the key selling point, then list dimensions, materials, care instructions, and shipping details. Include 200-300 words minimum. The description does not directly affect search ranking but determines whether a visitor actually purchases.
Set competitive prices that cover all fees and costs
Calculate: materials + labor + overhead + Etsy fees (listing $0.20 + 6.5% transaction + 3% payment processing + $0.25 per transaction) + shipping materials + profit margin. Many new sellers underprice and discover they are losing money per sale.
Shipping Configuration
Set up shipping profiles for your product types
Create profiles by weight/size category so you do not re-enter shipping info for each listing. Etsy's calculated shipping uses your item weight and dimensions to generate accurate rates. Free shipping on orders over $35 gets your items prioritized in U.S. search results.
Purchase a postal scale and shipping supplies
A digital postal scale costs $15-$30 and prevents you from overpaying on shipping. Stock up on mailers, boxes, tissue paper, and thank-you cards. Budget $1-$3 per shipment for materials. Buy in bulk to save 30-50%.
Set realistic processing times
Be honest about how long it takes to make and ship items. 1-3 business days for ready-made items and 5-10 business days for custom orders is standard. Late shipments result in negative reviews and lower search ranking.
Enable Etsy shipping labels for discounted rates
Etsy offers discounted shipping labels through major carriers, saving you 30-60% versus retail counter prices. Print labels at home with any inkjet or thermal printer. Tracking is included automatically with Etsy labels.
First Sales Strategy
Share your shop with friends and family for initial sales
Your first 10-20 sales and reviews are critical for building search credibility. Share your shop link with everyone you know. A personal message explaining what you make converts much better than a generic social media post.
Run an opening sale with 10-15% off
Etsy allows you to create sales events that show original and discounted prices. The visual of a crossed-out price increases click-through rates by 20-30%. Run your opening sale for 7-14 days to build initial momentum.
Respond to messages within 2 hours during business hours
Quick response time improves your shop's 'Star Seller' eligibility and customer satisfaction score. Set up the Etsy seller app on your phone for push notifications. Shops that respond within 1 hour close sales at 2x the rate of slower shops.
Follow up with each customer requesting a review
Send a brief thank-you message when the item ships and again 5-7 days after delivery. Ask if they are happy with their purchase and kindly request a review. Shops with 50+ five-star reviews consistently rank higher in search.
Frequently Asked Questions
How much does it cost to sell on Etsy?
Etsy charges a $0.20 listing fee per item (lasts 4 months or until sold), a 6.5% transaction fee on each sale, and a 3% + $0.25 payment processing fee. On a $30 sale, total fees come to roughly $3.10 (10.3%). Etsy Plus ($10/month) adds shop customization features and 15 free listing credits. There are no monthly fees for a standard shop. Offsite advertising charges 12-15% commission on sales driven by Etsy ads, and shops earning over $10,000 per year cannot opt out.
How do I get my first sale on Etsy?
Most new shops get their first sale within 2-6 weeks if they have 15+ listings with strong photos and keyword-optimized titles. Share your shop link with friends and family, post your products on social media (Pinterest drives the most Etsy traffic), and activate Etsy Ads with a $1-$5 daily budget targeting your best-selling category. Shops with 10+ five-star reviews see a noticeable jump in search visibility and conversion rates.
What sells best on Etsy in 2026?
The top-selling categories are personalized and custom items (jewelry, mugs, clothing), digital downloads (printables, planners, wall art), vintage items over 20 years old, and wedding accessories. Digital products have the highest profit margins because there are no shipping or material costs after creation. Trending niches change seasonally — use the Etsy search bar autocomplete and tools like eRank (free) to identify current demand patterns.
How does Etsy search (SEO) work?
Etsy search ranks listings based on keyword relevance, listing quality score, recency, and shop score. Use all 13 available tags per listing (each up to 20 characters) with specific phrases customers would search. Place your most important keyword in the first 40 characters of the title. Etsy gives new listings a temporary visibility boost for their first few days, so launch with your best photos and pricing to capitalize on this window.
Do I need a business license to sell on Etsy?
Etsy does not require one, but your local government likely does. Most cities and counties require a general business license ($25-$100/year) for any commercial activity, including online sales. If you sell taxable goods, you need a state sales tax permit (free in most states). If you earn over $400 net profit per year, you must report the income on your tax return regardless of whether you have a license. Operating without required permits can result in fines if discovered.