We watched Etsy Up 2024 so you don’t have to! To save you time, we’ve summarized all the insights and Etsy seller tips from the event. Give these tips a shot to start improving your shop, increase visibility, and engage more buyers.

Key Takeaways

• 🧐 Use the Etsy Search Visibility page to improve your listings and customer service, both of which influence how your shop ranks in search results.
• 📩 Respond quickly to messages, ship on time, and maintain high review ratings to build trust, earn repeat buyers, and boost your shop’s visibility.
• 📈 Following seasonal and popular trends can help you stay relevant, attract more buyers, and adjust your marketing strategies for maximum impact.
• 📸 Creating engaging content—whether through social media, videos, or tutorials—helps you connect with potential buyers and drives more traffic to your shop.

Table of Contents

• What is Etsy Up?
• Insights from Etsy Up 2024
• Optimize Your Shop for Search
• Prioritize Good Customer Service
• Keep Seller Funded Case Rates Low
• Stay Agile with Trends and Seasonal Strategies
• Boost Engagement with Content Marketing

What is Etsy Up?

Etsy Up is an online event hosted every year leading up to the busy holiday season. It’s a roundup of recent Etsy updates, seller advice, and a look to the future. It’s aimed at helping sellers ensure they’re on the right track to running a successful business. And it’s usually packed with helpful tidbits and insights to improve your shop.

Every Insight from Etsy Up 2024

This year, Etsy Up 2024 primarily focused on the recent search visibility updates. While Etsy may not have overhauled the search algorithm, they are being a little more transparent about what it takes to rank higher in search. And a good majority of the event was spent on telling sellers how to do this.

Let’s take a closer look at every insight from Etsy Up 2024!

Optimize Your Shop for Etsy Search

The Search Visibility Page is your new dashboard to make sure you’re following some of Etsy’s best-practices to get your listings higher in search results. This means meeting Etsy’s minimum standards for customer service, listing quality, and case-rate.

If you’re unfamiliar with these terms, we recently explained everything you need to know about how Etsy’s customer service standards affect search position. Or, you can keep reading to learn more.

“When shoppers are searching Etsy, it’s important they can easily find quality listings from shops that they can trust. This is what keeps them coming back to Etsy again and again.”

—Maxwell Tang from Etsy’s Search & Ads Teams

Since Etsy’s goal is to keep shoppers coming back to the platform, they’re counting on sellers like you to meet these minimum requirements. This is why Etsy search takes into account your overall shop, listing, and customer service quality.

Here’s how Etsy recommends you optimize your shop for search visibility:

Use the Etsy Search Visibility Page

• Access this tool through Shop Manager to get personalized insights on your listings’ performance and identify areas for improvement.
• Evaluate how both your shop presentation and customer service quality impact your search visibility. These factors play a crucial role in how buyers find your products.

Ensure a Trustworthy Shop Profile

• Add a shop icon and complete your shop information to establish transparency and build trust with potential buyers.
• Share details about your business, what makes your products special, and your creative process to enhance buyer confidence. This helps buyers know who they’re purchasing from—improving trust.

Improve Customer Service

• Great customer service builds trust and helps ensure you give buyer’s a positive experience on the Etsy marketplace. This keeps them coming back for more.
• Shops that consistently meet Etsy’s customer service standards are prioritized in search.

Enhance Listing Quality

• Include multiple high-quality photos of your products, showcasing different angles with clear lighting and high resolution.
• Provide detailed descriptions to give buyers all the information they need about your products.
• Add a return policy to each listing—even if you don’t accept returns. This transparency helps set clear expectations and builds buyer trust from the start.

Prioritize Good Customer Service

Customer service is a big deal on Etsy, and for good reason. It helps build trust with buyers, which leads to better reviews and repeat business. Plus, keeping customers happy can boost your shop’s visibility in search results.

When [customer service] is done well, you create a positive shopping experience and help build trust, which can lead to repeat purchases and buyer loyalty.

—Isabella Diaz from Community & Seller Education

Etsy search prioritizes shops that consistently offer great service, which means responding quickly, shipping on time, and maintaining a good relationship with buyers. The bottom line is if you take care of your customers, Etsy will help take care of you by showing your listings to more shoppers.

Here’s what Etsy recommends you do to improve customer service:

Meet Etsy’s Customer Service Standards

• If you have less than 40 reviews, no more than four should be rated 3-stars or lower. If you have more than 40 reviews, less than 10% should be 3-stars or lower.
• Focus on maintaining a high average review rating (4 or 5 stars), quick message response rate, on-time shipping, and low case rates.
• Etsy checks your shop’s customer service performance every three months—consistent performance can earn you a Star Seller badge, increasing buyer trust.
• Don’t let bad reviews go unaddressed. Each bad review is an opportunity to improve.

Respond to Customer Messages Promptly

• Reply to at least 80% of initial messages within 48 hours to meet Etsy’s customer service standard.
• Etsy only looks at the first message in a thread. Make sure you respond to these initial messages as soon as possible.
• Etsy doesn’t keep track of response rates for From Etsy messages or messages marked as spam.

Ship on Time with Tracking

• Ship at least 80% of your orders on time to maintain good standing.
• On time means in the carrier’s hands and marked off as complete by your order ship by date.
• Use Etsy’s shipping labels for easy tracking, automatic order completion, and better customer experience.
• On time shipping doesn’t effect search ranking yet, but it could in the future.

Keep Seller Funded Case Rates Low

If something goes wrong when fulfilling an order, a buyer may eventually open a case. This typically happens when buyers feel like they’re not being taken care of by the seller. When this happens, Etsy has to intervene.

It’s best to try and resolve any issues with your buyers before it escalates to that point. Here’s how you can do this:

Follow Etsy’s Minimum Standard for Case Rates

• If you have less than 300 orders, no more than three cases should result in a refund. For more than 300 orders, less than 1% of cases should result in a refund.
• Only cases where refunds taken from your payment account apply.
• If you meet the requirements for Etsy’s Purchase Protection, the case won’t be counted against you.
• Cases for orders over $250 are excluded.

How to Keep Your Case Rate Low on Etsy

• Make sure your listings are high-quality and accurate.
• Add tracking and ship on time to qualify for Etsy Purchase Protection.
• Set accurate processing times for estimated delivery dates.
• Respond to buyer messages quickly.
• Offer great customer service.

Stay Agile with Trends and Seasonal Strategies

Staying on top of Etsy trends is key to keeping your shop fresh and relevant. Trends help you understand what buyers are searching for right now, so you can adjust your products or marketing to meet those demands.

Whether it’s seasonal items, trending colors, or popular themes, following Etsy trends gives you an edge in attracting new customers and standing out in search.

Trends don’t only apply to the products themselves. While they can be a source of inspiration for new products—trending styles, colors, and themes can show up in many different ways.

—Dayna Isom Johnson, Etsy’s Resident Trend Expert

Trends can influence your shop’s visuals, tags, and even how you promote on social media. When you know what’s trending on Etsy and everywhere else, you can stay ahead of the competition and boost your own sales.

Marmalead’s product and marketplace trends offers a dynamic feature, providing real-time visibility into Etsy’s most popular search terms. Stay ahead by adapting your listings to these hot keywords as they emerge.

Etsy’s own trend expert is most excited about the ‘Western 2.0’ vibe flooding the market over the past year or so.

To learn more about hot product trends on Etsy, check out our recent search trend updates. Or keep reading to see how Etsy recommends you capitalize on rising trends:

Trends and Marketplace Insights

• Etsy’s marketplace insights sheds some light on products shoppers could be looking for in the coming months.
• Look to the Etsy design awards for inspiration to think outside the box for your own listings.

Align Your Shop with Seasonal Trends

• Incorporate trending styles, colors, and themes into your holiday product offerings and shop visuals (e.g., pastel Halloween decor or nature-inspired holiday items).

Optimize for Holidays and Gift-Giving

• Prepare your inventory for key shopping periods like Halloween and Christmas.
• Focus on personalization and sustainability—buyers love unique, meaningful gifts and eco-friendly options.

Brainstorm New Products

• Blend old and new to create modern heirlooms that are built to last and be shared for generations.
• Showcase vintage items with styling that taps into trending holiday themes.

Jump on Viral Moments

• To make the most of rising trends, you’ll need to jump on them quickly to get ahead of the competition.
• Monitor culturally relevant trends, like viral moments or pop culture references, and adjust your marketing and product designs accordingly.

Boost Engagement with Content Marketing

Content marketing is a powerful way to drive traffic to your Etsy shop and build a loyal customer base. It’s all about creating valuable, relevant content that showcases your products, tells your brand story, and engages potential buyers.

Etsy recommends you take advantage of these content marketing strategies:

Utilize Instagram Stickers

• Create custom stickers of your listings for stories or Reels. This is an easy and fun way to promote your products on social media.
• Create gift guides with stickers to feature trending or holiday-appropriate items.

Leverage POV and Process Videos

• Create point-of-view (POV) videos to show behind-the-scenes action like packing orders, creating products, or studio tours.
• Speed up videos for time-lapse content, giving viewers a glimpse of your creative process in seconds.

Promote Listing Videos

• Highlight your personalization process or unique gift wrapping in listing videos. Show the care and effort you put into each order to increase buyer confidence.

Create Tutorials

• Show how your products can be used in practical, fun, or creative ways. This adds value to your content and positions you as an expert.

Join the Etsy Creator Collective

• Earn commissions for driving sales to Etsy through your social media channels by participating in the Etsy Creator Collective.

Wrapping Etsy Up 2024

To wrap it all up, these tips from Etsy Up 2024 are designed to help you optimize your shop, connect with more buyers, and make the most of the busy holiday season.

Whether it’s improving your search visibility, staying on top of trends, or stepping up your customer service game, these strategies will put you on the right track. Keep up with future workshops and live webinars at EtsyUp.com.

Now that you’ve got all the insights in one place, it’s time to take action and get your shop ready for success. Happy selling!

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