If you’re serious about growing your Etsy shop in 2025, you need to know your Etsy business stats. Not just your total sales, but the metrics that actually drive profitability, help you make smarter decisions, and tell you what’s working (or what’s not).
In this guide, we’re cutting out the noise. No fluff—just the 7 Etsy business stats that matter most, why they matter, and how to track them.
To improve your results across the board, these stats should work alongside a solid Etsy SEO strategy.
#1. Year-to-Date Orders (YTD Sales)
YTD sales is the total number of orders you’ve received from January 1st to today.
YTD orders give you a quick snapshot of how your Etsy shop is performing so far this year. It’s one of the simplest business stats to track growth, spot slowdowns, and compare your current performance against past years.
Let’s say your shop had 375 orders by April 1st last year, and you’re sitting at 500 this year—that’s a clear sign your visibility or conversion rate is improving. If the number is lower, it’s a cue to dig into what changed (seasonality, SEO rankings, pricing, etc.).
Where to find it:
Head to your Etsy dashboard → Shop Manager → Stats → Orders. Select “Year to Date” as the time range.
How to use it:
- Compare this year’s YTD to the same period last year
- Break it down by month to spot trends
- Use it to set realistic goals for the rest of the year
- Cross-reference with traffic and conversion rates for context
Pro Tip: Save your YTD order count in a spreadsheet every month. It makes year-over-year growth easier to track—and helps you understand when busy seasons hit.
#2. Cost of Goods Sold (COGS)
Your COGS is the total cost to produce and deliver each item you sell. This includes materials, production, packaging, shipping, and Etsy fees.
If you don’t know how much it costs you to sell a product, you can’t price it properly—or know if you’re making a profit at all. Sellers who guess at pricing usually end up underpricing. That’s a fast track to burnout.
What to include in COGS:
- Raw materials (fabric, beads, wax, paper, etc.)
- Etsy listing + transaction + payment processing fees
- Packaging and branding materials
- Shipping labels
- Labor costs (even if it’s just your time)
How to calculate it:
COGS = materials + Etsy fees + shipping + packaging + labor
You can manually add up your costs for each item or use a tool like the Etsy Profit Calculator to plug in your price and get a breakdown that includes Etsy fees and shipping.
How to use it:
- Set pricing that covers your costs and leaves room for profit
- Identify low-margin products that may need price adjustments
- Understand the real cost behind “free shipping” or discounts
Pro Tip: Build a reusable spreadsheet that lists every cost per item (materials, time, shipping, etc.) and updates automatically when fees change. You’ll avoid surprises and stay profitable.
#3. Gross Profit
Your gross profit is what’s left over after subtracting your Cost of Goods Sold (COGS) from your total revenue. It tells you how much you make per sale before accounting for business overhead like marketing, software, or taxes.
This is the first number that shows whether your Etsy shop is actually profitable. If your COGS eats up most of your revenue, you’re working hard for very little return. Gross profit helps you figure out which products are worth your time and which ones are dragging you down.
Gross Profit = Total Revenue – COGS
For Example:
You sell a handmade candle for $28. It costs you $11 in wax, packaging, Etsy fees, and shipping.
Your gross profit is:
$28 – $11 = $17
Now imagine selling 100 of those candles:
100 x $17 = $1,700 gross profit
Not bad—but not great if your monthly business expenses are $1,600. That’s why gross profit isn’t the final number, but it’s a crucial step in getting there.
How to use it:
- Compare gross profit across products to see what’s most profitable
- Spot opportunities to raise prices or lower costs
- Prioritize products with the best profit-to-effort ratio
Pro Tip: Sort your listings by gross profit, not just revenue. Your best-selling item isn’t always your most profitable one.
#4. Net Profit
Net profit is your real profit—the money that’s actually yours after covering all expenses. That includes your COGS and your operating costs like marketing, Etsy Plus, shipping upgrades, software, insurance, and taxes.
This is the bottom line. If this number is consistently low (or negative), your business isn’t sustainable. Net profit is what pays your bills, funds new inventory, and lets you grow.
Net Profit = Gross Profit – Operating Expenses
For EXAMPLE:
Let’s say you made $5,000 in gross profit last quarter. But after subtracting:
- $500 in Etsy ads
- $250 in subscription tools
- $300 in shipping supplies
- $750 in taxes
Your net profit is:
$5,000 – $1,800 = $3,200
That’s what you actually made.
How to use it:
- Set aside enough for taxes each month
- Evaluate where your business is leaking money
- Know how much you can reinvest into new products or tools
Pro Tip: Use a separate spreadsheet to track monthly net profit. Include every recurring and one-off expense—because small subscriptions add up fast. You want full visibility into what’s eating into your margins.
#5. Average Order Value (AOV)
Average Order Value (AOV) tells you how much the average customer spends per order in your Etsy shop.
Boosting your AOV is one of the fastest ways to grow revenue without needing more traffic. If you get 100 orders a month and increase your AOV from $25 to $35, that’s an extra $1,000 per month—without increasing traffic or ad spend.
Where to find it:
Etsy doesn’t show AOV directly, but you can calculate it by dividing your total revenue by the number of orders. Use your Etsy stats dashboard or a spreadsheet to track this over time. Curious how AOV affects your income? Read how much you can make on Etsy to see what real sellers earn and what drives higher sales numbers.
AOV = Total Revenue ÷ Total Orders
How to improve it:
- Offer product bundles (e.g., 3 stickers for $10)
- Use quantity discounts (buy 2, get 10% off)
- Add a free shipping threshold (free shipping on orders over $35)
- Suggest add-ons in your product description or photo gallery
Pro Tip: Track AOV by product category too. Some product types naturally attract higher spenders. Knowing this helps you focus your energy where it counts.
#6. Shipping Costs
Your shipping cost is the total amount you spend to deliver orders—whether you charge customers for it or not. That includes postage, packaging materials, and any extras like insurance or tracking upgrades.
Shipping is often one of the biggest expenses Etsy sellers face. If you offer free shipping without knowing your true costs, you might be losing money without realizing it.
Even if you charge for shipping, you need to make sure what you’re charging covers the full cost—or that your product price is high enough to absorb it.
Shipping Cost per Order = (Postage + Packaging Materials + Add-ons) ÷ Total Orders
What to include in your shipping cost:
- Postage rates
- Boxes, mailers, tissue, tape, labels
- Custom inserts or free gifts
- International fees (customs forms, surcharges)
How to use it:
- Decide whether free shipping is financially viable
- See if bundling or flat-rate shipping makes more sense
- Identify high-cost zones or product sizes to optimize your listings
Pro Tip: Use a spreadsheet to log actual shipping costs per order, not just your estimates. Carriers raise prices regularly, and this lets you catch price creep before it cuts into your margins.
#7. Profit Margin
Your profit margin shows the percentage of revenue you actually keep after covering all costs. It’s one of the clearest indicators of your shop’s health and long-term potential. This tells you how efficient your business is at turning sales into profit.
Two shops can both make $10,000 in revenue. But if one has a 30% profit margin and the other only 10%, the difference is huge. One business keeps $3,000. The other? Just $1,000. Same revenue—very different outcomes.
What’s a good profit margin on Etsy?
Most sellers aim for 20–30%. Digital product sellers often exceed 50%, while physical product sellers usually sit closer to 15–25%, depending on materials and shipping.
How to increase it:
- Lower your COGS (buy materials in bulk, optimize shipping)
- Raise your prices (especially if competitors charge more)
- Reduce unnecessary business expenses (subscriptions, ads that don’t convert)
- Focus on best-sellers with the highest margin
Pro Tip: Track your profit margin on Etsy by each product. Some of your listings may look great on the surface but are barely profitable once all costs are factored in. Others might be your silent money-makers.
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If you’re serious about improving your Etsy stats, start with better visibility. Marmalead helps you rank for the keywords real buyers are searching—and gives you data to track performance, pricing, and competition in real time.
Stop guessing. Start growing.
Tracking Etsy Business Stats (Without Getting Overwhelmed)
You don’t need a complicated system—just consistency. Here’s a simple chart to help you track everything in one place:
| Total Orders | 120 |
| Total Revenue | $3,600 |
| Cost of Goods Sold | $1,400 |
| Gross Profit | $2,200 |
| Operating Expenses | $800 |
| Net Profit | $1,400 |
| Average Order Value | $30.00 |
| Shipping per Order | $3.25 |
| Profit Margin | 38.9% |
Copy these numbers over to a spreadsheet, then update it at the end of each month. After 3–6 months, you’ll have a clear picture of your trends, strengths, and weak spots.
Over to you
Tracking your Etsy business stats helps you know what’s working, what’s not, and where to focus your energy. When you keep tabs on key metrics like orders, profit, and expenses, you stop guessing and start making smarter decisions.
The best Etsy sellers are creatives, sure. But they also operate like business owners. If you want to grow, scale, or even go full-time, these business stats are your roadmap.
Start simple. Pick one or two stats to track this month then start dialing in your listings.
Here’s to a stronger, more profitable shop in 2025. And as always, happy selling!
