As the number of Etsy sellers grows annually, it’s becoming increasingly challenging to make your products visible to the right audience. Which is why leveraging an effective Etsy SEO tool, like Marmalead, is crucial in this competitive environment. However, while eCommerce continues to expand, attracting more consumers to shop with small businesses, it’s important to remember that Etsy is not your sole option.

To safeguard your business and stay ahead in 2024, keep a vigilant eye on the evolving landscape of Etsy’s competition.

Forward-thinking Etsy sellers have indeed been known to diversify their sales channels. Why sell out of the trunk of your car when you can also sell at the local craft fair? But will rising Etsy competitors truly compete with Etsy in 2024 and beyond?

Etsy Competitors VS. Etsy

In this article, we’ll look at a handful of marketplaces that are becoming popular among shoppers and have the potential to become genuine competitors to Etsy.

While these platforms may not yet boast Etsy’s extensive customer base, they are carving out a distinct niche, attracting a dedicated following of buyers. This trend suggests these marketplaces may expand their reach as the year progresses.

For sellers thinking of starting with one of these alternative marketplaces, a thoughtful approach is key. Remember to weigh factors such as the marketplace’s fee structure, other sellers’ experiences, and success rates, and whether the platform aligns with your selling goals and preferences.

Etsy stands out as the premier online destination for unique, handmade items, a position it has held since its inception in 2005. The platform is uniquely tailored to the needs of handmade goods sellers. Despite various changes through the years, Etsy’s core commitment to the handmade community has remained steadfast.

Etsy has always had this quirky charm that encourages makers to innovate in their craft, even since 2007. And today, they continue to put makers that specialize in individual art and handmade pieces at the top of their priority list. Just take a look at the recent winners of Etsy’s Design Awards to get an idea of the types of products Etsy likes to promote.

Etsy ACTIVE BUYERS

• Active Buyers: 96 million
• Active Sellers: 8.3 million
• Buyer-to-Seller Ratio: ~11.6:1

Etsy competitors lack a close community of sellers.

On top of that, the community of makers on Etsy is a tight-knit group of sellers. Through all the online forums, YouTube channels, and various blogs, Etsy sellers worldwide help foster a positive culture with a can-do spirit. No matter where you’re selling on Etsy, the greater community ultimately works together to help your business prosper both in the long and short term. There aren’t many other online communities that do that!

So, who else is out there to compete with Etsy?

Look-alikes and copycats will appear out of the woodwork when something is good. And even if none of the Etsy competitors on this list are true rivals of the Etsy marketplace, they are attempting to stake their own claim in the handmade world.

Whether you plan to check out these marketplaces for yourself or just want to keep them on your radar, these are the Etsy competitors you should watch out for in 2024.

Here they are in no particular order:

• Aftcra
• Amazon Handmade
• Folksy
• Goimagine
• Mercari
• Ruby Lane
• eBay
• Shopify
• Zibbet
• Bonanza
• Poshmark
• Social Media

Etsy Competitors: Handmade Marketplaces

Aftcra

Aftcra: This platform, focusing on American-made artisans, remains a niche competitor, particularly for those emphasizing products made in the USA.

Aftcra is a marketplace committed to showcasing American-made artisans. Launched in 2013, the company focuses on creating a boutique-feeling website of artisans who are the best in their work. 

Aftcra aims at giving American-made products the limelight in their online marketplace. In fact, their “philosophy” is that you can ONLY sell American-made goods on their marketplace. While this limits the competition from other sellers, buyers can come from all over the world.

Unfortunately, if you’re selling vintage items, Aftcra isn’t a marketplace for you, as they focus on handmade products only.

There are no fees for listing; listings live online for up to 6 months unless sold. Once sold, you’ll pay a 7% transaction fee. 

With fees pretty low compared to Etsy, it’s no wonder they made this list.

Keep your eye on Aftcra.

aftcra active buyers

• Active Buyers: Data not widely available
• Active Sellers: Estimated in the thousands
• Buyer-to-Seller Ratio: Not specified due to lack of comprehensive buyer data

Amazon Handmade

Amazon Handmade: Continues to be a significant competitor to Etsy, leveraging Amazon’s massive reach and customer base

You already knew this list wouldn’t be complete without Amazon Handmade. Amazon, one of the biggest companies in the world (behind Walmart), has ventured into the handmade business. Without a doubt, Amazon Handmade competes directly with Etsy. The idea was to use the Amazon name to help create a space (and a market) for handmade goods. 

Has that idea worked? Well, it’s arguable. Amazon Handmade doesn’t get the same traffic and sales (for handmade goods) that Etsy does. And, it’s notoriously hard to get approval to sell on Amazon Handmade, as you have to prove that your products are unique and even show where (and how) your products are made.

But you can’t deny that Amazon Handmade is a worthy competitor to Etsy. In most cases, you’ll find that Amazon Handmade sellers also have their own Etsy shop, which begs the question, which one does handmade better?

Related: Here are 3 signs that your Etsy shop will ALSO work on Amazon Handmade.

So, while the barrier for entry to Amazon Handmade is high, once you are approved, you’re privy to sellers who genuinely want something unique and handmade – which is precisely what you do. 

Keep your eye on Amazon Handmade to see what they have in store for 2024.

Amazon Handmade ACTIVE BUYERS

• Active Buyers: As part of Amazon’s broader 300+ million active customer accounts globally, the specific number of buyers who shop exclusively on Amazon Handmade isn’t disclosed.
• Active Sellers: 100,000
• Buyer-to-Seller Ratio: ~3,000:1

Folksy

Folksy: Offers a localized, community-driven marketplace that emphasizes support for local artisans and craftspeople in the handmade space.

Based in the UK and established in 2008, Folksy has become a significant player in the British handmade goods market. It’s a dedicated platform for artists, designers, and crafters, offering a curated space for buying and selling handmade items.

Folksy’s emphasis is on supporting local artisans and craftspeople, creating a community feel similar to Etsy but with a distinctly British flavor.

It’s an excellent platform for UK-based sellers looking for a local alternative to Etsy, offering lower competition and a supportive community focused on promoting handmade and artisanal products.

Keep a close eye on Folksy this year.

Folksy Active Buyers

• Active Buyers: Estimated in the hundreds of thousands
• Active Sellers: Approximately 10,000
• Buyer-to-Seller Ratio: Estimated at 10:1 to 100:1 (exact buyer data not widely available)

Goimagine

Goimagine: Brings a unique philanthropic approach to the online marketplace with 100% of profits donated to charities.

This platform is dedicated exclusively to handmade products, with a notable twist: 100% of its profits are donated to charities supporting children in need.

Goimagine focuses on high-quality handmade goods, offering an alternative for sellers and buyers who are passionate about social causes.

While it’s still growing its base, Goimagine’s commitment to social responsibility and its focus on quality handmade products make it an intriguing alternative to Etsy, especially for sellers and buyers looking to make a positive impact.

Be on the lookout for big things with Goimagine.

Goimagine Active Buyers

• Active Buyers: Data not widely available (platform still growing)
• Active Sellers: 1,000-2,000
• Buyer-to-Seller Ratio: Not specified due to lack of comprehensive buyer data

Mercari

Mercari: A rising star in the online reselling space, offers a unique platform for both new and pre-owned items.

Founded in Japan in 2013, it has rapidly gained popularity in various markets, including the U.S. Mercari stands out for its ease of listing items and conducting transactions, attracting a diverse array of sellers, including those offering handmade goods.

While it doesn’t specialize exclusively in handmade products, its simplicity and broad customer base make it a notable option for Etsy sellers looking to diversify their sales channels.

With competitive fees and a straightforward process for sellers, Mercari is a marketplace to watch in the evolving eCommerce landscape.

Keep your eye on Mercari.

Mercari Active Buyers

• Active Buyers: Over 20 million monthly active users
• Active Sellers: Over 1 million
• Buyer-to-Seller Ratio: ~20:1

Etsy Competitors: Vintage Marketplaces

Ruby Lane

Ruby Lane: Still relevant for sellers specializing in vintage and antique items, offering a niche marketplace that differs from Etsy’s broader approach.

If the vintage world is where you make your money, then Ruby Lane is one of Etsy’s top competitors.

Ruby Lane is home to:

• Antiques & collectables
• Vintage & Art
• Dolls
• Jewelry

There’s an insane amount of vintage products and antique goods on Ruby Lane. In fact, the entire website feels kinda antique. But the stuff you’ll find on their online marketplace isn’t the “glorified trash” that passes as vintage on other websites. It’s all genuinely vintage and of the highest quality, which sometimes comes with a hefty price tag.

While Etsy dabbles in vintage, it doesn’t do it at the same level as Ruby Lane. In a fine example of niche marketing, Etsy is a marketplace with virtually everything, whereas Ruby Lane excels in selling vintage and vintage-only.

The listings on Ruby Lane all have clear photos and concise descriptions, making it really simple to get the information needed to make a purchase. 

The downside? Ruby Lane fees aren’t the most straightforward. 

There are no listing and setup fees but a monthly maintenance fee of $25 (even though your first month is free). However, if you add over 15 products in your first month, you’ll get your $25 maintenance fee back. There’s a service fee of 9.9% based on the Purchase Total, capped at $250. 

Keep your eye on Ruby Lane.

Ruby Lane Active Buyers

• Active Buyers: Approximately 1.1 million monthly visitors
• Active Sellers: 2,000-3,000
• Buyer-to-Seller Ratio: ~366:1 to ~550:1

eBay

eBay: Remains a major player and a competitor to Etsy, especially in the vintage and collectibles market.

One of the biggest names in eCommerce doesn’t really need an introduction. It’s an online marketplace that’s been around since 1995 and is probably widely considered the go-to platform for resellers everywhere.

And while eBay has seen stiff competition from Amazon and Facebook Marketplace over the last decade, it remains a household name for online buyers and sellers alike.

EBay stands as one of Etsy’s top competitors in the vintage space. You can indeed purchase handmade items from eBay, but the marketplace wasn’t designed for handmade items, and the quality of products is significantly lacking compared to Etsy.

However, regarding vintage, you can find just about anything on eBay. Remember, becoming an eBay seller doesn’t take much, so you’ll be more apt to sift through random junk that people are trying to offload for a buck or two. Still, you can bet you’ll find some vintage gems on eBay if you look hard enough.

The downside to eBay? It’s expensive. Final value fees vary from 3% to 15% of the final sales price depending on the type of product you sell (with some other intricacies in place).

Keep your eye on eBay.

eBay Active buyers

• Active Buyers: 159 million
• Active Sellers: 20 million
• Buyer-to-Seller Ratio: ~7.95:1

More Marketplaces Competing with Etsy

Shopify

Shopify: An industry leader in eCommerce, Shopify empowers sellers to create their own unique online stores.

Founded in 2006, Shopify offers a comprehensive suite of tools for businesses of all sizes. Shopify gives sellers complete control over their store’s design, functionality, and customer experience unlike other marketplace platforms.

Shopify’s appeal lies in its versatility and scalability, making it a top choice for those looking to expand beyond Etsy’s boundaries.

Sellers considering expanding their Etsy business to Shopify should keep an eye on the Shopify Shop app. This feature within Shopify’s platform allows merchants to optimize their online store for mobile shoppers. It helps boost engagement and drive conversions through customized branding, collections, and more.

Essentially, the Shop app enhances the shopping experience for users on mobile devices, making it easier for Shopify store owners to reach and engage with a mobile audience. This app is part of Shopify’s broader set of tools aimed at helping entrepreneurs grow their businesses in the eCommerce space.

Shopify is one to watch in 2024.

Shopify active buyers

• Active Buyers: Shopify doesn’t provide specific “active buyers” data as it’s a platform for building individual e-commerce stores. However, Shopify has over 2.1 million active stores globally as of 2024.
• Active Sellers: Approximately 2.1 million active stores (Shopify considers each store as an individual seller, though larger brands may run multiple stores).
• Buyer-to-Seller Ratio: Not directly comparable due to Shopify’s model (buyers interact with individual stores, not a central marketplace).

Zibbet

Zibbet: Zibbet’s status has evolved over time. It’s crucial to check the latest updates on this platform, as its role and impact in the market might have changed.

Zibbet is a bit of a tricky one to explain. It’s been around since 2009 and has evolved a lot since then. 

First, Zibbet is a marketplace like Etsy and all the others mentioned in this article. But it’s unique because it syncs with other sales channels, meaning other marketplaces or websites where you sell your products.

And the only fee you pay to use Zibbet is $5 per month per sales channel.

You can upload your products from other marketplaces to Zibbet with just a few clicks and vice-versa. It’s like one of those social media scheduling tools but for sellers on multiple marketplaces. And to simplify various sales channels, it could come in handy.

But why sell on Zibbet? Well, if they had more shoppers using their platform, it might be more worthwhile. For now, though, using multiple sales channels doesn’t sound too bad.

The founder of Zibbet announced that it was acquired in July 2021, but he’s been pretty hush-hush on who bought the place. Some signs point to the A.C. Moore Marketplace behind the acquisition (now owned by Michaels).

Time will tell what’s in store for Zibbet in 2022 if it doesn’t wholly fizzle out of its marketplace venture.

Keep a close eye on Zibbet.

Zibbet Active Buyers

• Active Buyers: Data not widely available (small niche platform)
• Active Sellers: Estimated at around 55,000 sellers
• Buyer-to-Seller Ratio: Not specified due to lack of comprehensive buyer data, but Zibbet serves a smaller niche market.

Bonanza

Bonanza: Continues to be a competitor, known for its variety of products and user-friendly interface.

Bonanza’s claim is you’ll “find everything but the ordinary.” 

And that’s an interesting claim because this marketplace has a lot of ordinary. But don’t get us wrong, there is some extraordinary, too. 

For example, in the lead-up to Halloween, you can buy boxes of Jolly Ranchers, Candy Corn, and Tootsie Pops in bulk. But you can also buy a handmade Darth Vader costume for your pug. Now, that in and of itself doesn’t sound too different than what you can find at Walmart or Dollar Tree. 

Still, categories extend to fashion, jewelry, cosmetics, and the typical categories you’d expect from a large online marketplace. What’s most interesting about Bonanza is that it puts your small, handmade products next to large wholesale importers and exports. 

So, how can this be beneficial to your small business?

Think Amazon without the flood of sellers fighting for an inch of exposure. Yes, there’s everything (including the kitchen sink) for sale on Bonanza, but only a few stores sell kitchen sinks – and handmade Vader pug costumes. This means you’ll find little competition from other sellers, regardless of what you’re selling.

Keep an eye on Bonanza.

Bonanza Active Buyers

• Active Buyers: Estimated in the lower millions
• Active Sellers: Approximately 50,000
• Buyer-to-Seller Ratio: Estimated 20:1 to 40:1 (exact buyer data not widely available)

Poshmark

Poshmark: While primarily known for secondhand fashion, Poshmark also allows handmade fashion and accessories, keeping it relevant as a competitor.

According to Poshmark, they’re the leading social marketplace for new and secondhand styles for women, men, kids, pets, homes, and more. With their online marketplace, you can buy and sell clothing, home decor, beauty products, etc.

At first glance, you may not consider Poshmark the ideal marketplace to sell handmade clothing items. That’s because most items for sale are gently-used, vintage, and secondhand. However, Poshmark is excellent if you sell handmade fashion, accessories, and “permitted home goods.”

One of the exciting aspects of Poshmark is that it has its own social aspect to it. Poshmark users can like and follow other sellers and attend Posh Parties and virtual buying and selling events.

Poshmark prides itself on a simple fee structure. For all sales under $15, there is a flat fee of $2.95. For sales that are $15 or more, Poshmark takes 20% of the total sale.

Keep your eye on Poshmark.

Poshmark Active Buyers

• Active Buyers: Over 80 million users
• Active Sellers: Over 8 million
• Buyer-to-Seller Ratio: ~10:1

Social media competing with Etsy.

Facebook, Instagram, Pinterest, Twitter, TikTok, etc: These platforms are increasingly significant in social commerce, representing a growing area of competition in the online marketplace arena. They offer unique ways for sellers to reach customers directly on social platforms.

In 2023, more social media channels ventured into social commerce. So, the dedicated marketplaces on the list above are no longer the only places to sell products online. In fact, Facebook, Instagram, Pinterest, Twitter, and TikTok have all beefed up their social commerce game.

Within each of these apps, there are ways to set up your business profile and begin selling products to your followers. It’s an excellent way to capitalize on an existing social media following.

What is social commerce?

It’s when a consumer’s shopping experience occurs directly on a social media platform, i.e., you swipe through Facebook, see someone wearing a pair of shoes you like, and with a quick swipe and a tap, you just buy those shoes yourself.

We talked in more depth about social commerce in a recent edition of The Squeeze, a weekly newsletter we send to our subscribers. Subscribe to our newsletter to stay up to date with the world of eCommerce!

But social commerce can also include clicking links from social media and linking to a retailer’s product page with an immediate purchase option.

In other words, social media may just very well be one big Etsy competitor in the future.

Keep your eye on social commerce when you subscribe to The Squeeze.

Wrapping up our list of Etsy competitors

There you have it! There are a handful of Etsy competitors to watch in 2024.

While it seems a new small-time Etsy competitor shows up online every year, Etsy continues to reign supreme. And while Etsy doesn’t operate without its flaws, it remains the go-to marketplace for handmade sellers, and for good reasons.

The whole is greater than the sum of its parts. Regarding the Etsy marketplace, it’s a household name that buyers know and expect to purchase premium, one-of-a-kind goods from creative and passionate makers.

Still, it never hurts to keep an eye on the competition.

If you enjoyed this article or know of an Etsy competitor you think should be included in this list, let us know in the comments below! Do you sell on multiple marketplaces or just stick to selling on Etsy?

We’d love to know!

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