If you’ve ever wondered how shoppers find your Etsy products, you’re not alone. Etsy’s traffic used to come almost entirely from Etsy search. Today, that’s only part of the picture. Buyers now discover products through Google, Pinterest, TikTok, and even ChatGPT.
Knowing where shoppers find your Etsy listings (and how to show up in those places) is what separates the hobby sellers from the ones who scale.
In this guide, we’ll break down the biggest discovery engines in 2025, what kind of traffic they bring, and how to optimize your listings to get found more often using Marmalead.
Key Takeaways
- 🧭 Etsy Search, Google, and ChatGPT are the three biggest discovery engines driving traffic in 2025.
- 📈 Learning how shoppers find Etsy products helps you prioritize where to spend your time optimizing.
- 🧠 Use Marmalead to find keyword phrases buyers actually type, and use Marma AI to future-proof listings for AI traffic.
Table of Contents
- Etsy Search
- Google Search
- ChatGPT & AI Discovery
- Social Media Search
- New AI Shopping Tools to Watch
- How to Optimize for Every Discovery Engine
1. Etsy Search
Etsy’s internal search engine is still the #1 way shoppers find your products. Roughly 70–80% of all Etsy sales begin with an Etsy search.
The algorithm ranks listings based on:
- Relevance: How closely your titles, tags, and descriptions match what buyers type.
- Listing Quality: How well your listings convert (views → favorites → purchases).
- Recency: New or recently renewed listings get a short boost.
- Customer Experience: Reviews, shipping speed, and Star Seller metrics.
How to optimize for Etsy Search:
Start with Marmalead. Its real Etsy search data shows you what shoppers are typing right now, not what used to work months ago. Understanding how Etsy SEO works can transform your results, so make sure your basics are dialed in.
Use Marmalead to:
- Identify long-tail phrases that match your niche (like ‘personalized moon phase print’) and fine-tune your titles and tags around real buyer language.
- Compare engagement and competition to choose the most winnable keywords.
- Fine-tune your titles and tags around real buyer language.
Pro Tip: Once you’ve locked in your best keywords with Marmalead, rewrite your descriptions to sound natural. Etsy’s algorithm rewards listings that perform well and read like they were written for humans, not bots.
2. Google Search
Google drives about 15–20% of Etsy’s external traffic, often surfacing listings in organic search and Google Shopping panels.
When buyers search for “handmade crystal bracelet” or “custom pet portrait,” Etsy listings often show up within the top results.
How to optimize for Google Search:
- Use clear, descriptive titles that blend Etsy and Google SEO.
Example:
“Personalized Birthstone Necklace – Custom Gold Jewelry Gift for Her.” - Write your first 150 characters as if they’ll appear in Google results—because they might.
- Include materials, size, and occasion keywords buyers would search.
Use Marmalead to:
- Find Google-friendly long-tail keywords your competitors aren’t ranking for.
- Compare which phrases perform well on Etsy and have search volume outside the platform.
- Track seasonality so you can swap keywords before trends peak. Staying current with what buyers are searching makes all the difference.
Pro Tip: When optimizing for Google, clarity wins. Write for search engines second, humans first—and let Marmalead guide your data decisions.
3. ChatGPT & AI Discovery
This is where the game is changing fast.
AI discovery platforms like ChatGPT are now driving traffic to Etsy listings directly in responses. Reports show ChatGPT accounts for over 20% of Etsy’s referral traffic—and growing.
When someone types:
“Find a handmade ceramic mug under $40.”
or
“Show me minimalist art prints from Etsy.”
ChatGPT fetches real Etsy listings that best match that intent.
How to optimize for AI traffic:
- Break descriptions into short paragraphs and bullet lists. This helps both shoppers and AI agents understand your listings instantly, boosting your chances to show up in search.
- Use natural, conversational phrasing.
- Include structured product details: materials, dimensions, colors, personalization options, and shipping time.
- Avoid keyword stuffing—AI models prefer clarity and readability.
Use Marma AI (inside Marmalead) to test how your listings read to AI models. It analyzes your title and description through an “AI visibility” lens—helping you adapt for platforms like ChatGPT, Perplexity, and Google Gemini.
Pro Tip: Think of AI tools as a new kind of search engine. Listings that clearly describe what, who, and why will rank higher when AI recommends products.
4. Social Media Discovery
Pinterest, Instagram, and TikTok are the visual discovery engines behind many Etsy sales.
Pinterest especially acts like long-term SEO. Pins can drive traffic months after posting—especially in décor, jewelry, and gift niches.
How to optimize for social discovery:
- Use your Marmalead keywords in captions, pin descriptions, and hashtags.
- Post vertical, high-quality images with text overlays that describe what you sell.
- Include your Etsy link in every post.
- Show behind-the-scenes content to build trust and authenticity.
Pro Tip: Repurpose your Etsy listing photos as Pinterest Pins or short Reels. Sharp, high-converting product photography can make all the difference.
5. New AI Shopping Tools to Watch
Beyond ChatGPT, several new discovery engines are emerging fast: Microsoft Copilot, Google Gemini, and Perplexity all use AI to recommend products.
These platforms pull information from structured data—titles, pricing, and descriptions—to match shoppers with listings that fit their query.
How to prepare for AI:
- Keep product info clean and detailed.
- Include clear attributes (color, size, materials).
- Write concise opening sentences—AI models read the first 1–2 lines first.
Use Marma AI to check if your listings are “AI-ready.” It highlights unclear descriptions and suggests phrasing that helps AI agents correctly categorize your products.
6. How to Optimize for Every Discovery Engine
Step 1: Start with Real Data
Don’t guess which keywords work—use Marmalead. It shows real Etsy shopper search volume, engagement, and competition so you can target what’s trending right now.
Step 2: Make Listings Readable for Humans and Machines
Break descriptions into short paragraphs and bullet lists. This helps both shoppers and AI agents understand your listings instantly.
Step 3: Lead with Clarity
Your first sentence should summarize your product in plain language.
Example:
“Hand-thrown ceramic mug made from stoneware, perfect for coffee or tea lovers.”
Step 4: Watch Your Traffic Sources
In Shop Stats, track growth across:
- Etsy Search
- Etsy Marketing & SEO (Google)
- Social Media
- AI Referrals
If AI traffic starts to rise, optimize further using Marma AI. Consistent SEO and marketing strategies can lead to steady growth.
Over To You
The way buyers discover products on Etsy is evolving faster than ever.
Here’s the 2025 breakdown of the top discovery engines:
- Etsy Search: Your foundation.
- Google Search: Steady external traffic.
- ChatGPT & AI Discovery: The newest (and fastest-growing) referral channel.
Social and visual platforms like Pinterest and TikTok are right behind them, feeding long-term visibility and brand awareness.
If you want to stay ahead of the curve, use Marmalead to optimize your Etsy SEO and Marma AI to prepare your listings for the AI-powered world of shopping.
Because the sellers who adapt first—get found first.
As always, happy selling!
