Etsy Statistics 2026: Active Sellers, Buyers, GMS and Fees from Etsy's Filings

Etsy had 5.84 million active sellers and 87.5 million active buyers at the end of September 2026, and they sold $2.65 billion of goods (gross merchandise sales, or GMS) in the third quarter, up 8.8% on a year earlier. Sellers grew 6.5% over that year while buyers grew 1.0%, so the average shop now competes for a slightly smaller share of shoppers.

Every figure on this page comes from Etsy, Inc.'s own investor relations site: the third-quarter 2026 10-Q, released with Q3 results on 28 October 2026, the Q2 2026 and Q1 2026 10-Qs, and the 2025 annual report on Form 10-K. Figures are for the Etsy marketplace only, as of Oct 2026. Where a number is our own calculation, the page says so.

Retailpresso data: dividing Etsy's trailing 12-month marketplace GMS by its active sellers, the average seller sold about $1,882 of goods in the year to September 2026, and there were 15.0 active buyers for every active seller, down from 15.8 a year earlier (our arithmetic on Etsy's filed figures). Toolradar data: for sellers building a stack around their shop, Toolradar, the software directory we run, tracked 356 ecommerce tools on 28 October 2026, and 144 of them (40%) offer a free tier.

Five findings

1. Etsy's sales are growing again, and faster each quarter. Marketplace GMS rose 5.5% year over year in Q1 2026, 7.5% in Q2 and 8.8% in Q3, after falling 4% across 2025 to $10.5 billion.
2. Sellers are growing faster than buyers. Active sellers rose 6.5% in the year to September 2026 against 1.0% for active buyers, so the ratio of buyers to sellers fell from 15.8 to 15.0 (our arithmetic).
3. Etsy keeps a bigger slice of each sale. Revenue equalled 26.2% of GMS in Q3 2026, up from 25.7% a year earlier. Required marketplace fees made up 17.7 points of that and optional services, mostly Etsy Ads, 8.5 points (our split of the filed revenue lines).
4. Paid traffic drives more of the marketplace. Sales that Etsy attributes to its paid marketing were 26% of GMS in Q3 2026, up from 23% a year earlier, and marketing spend reached 29.9% of revenue.
5. A small group of buyers carries the business. In 2025, 5.9 million habitual buyers, about 7% of active buyers, accounted for about 40% of GMS, while roughly half of all buyers purchased only once in the year.

Etsy sellers, buyers and sales by quarter

Active sellers and buyers are trailing 12-month counts: a seller with a charge or sale in the last 12 months, a buyer with at least one purchase. Both are counted per email address, so one person with two shops counts twice.

Sources: the 10-Qs and 10-K linked above. The 2025 rows are Etsy marketplace figures excluding Reverb, which Etsy sold on 2 June 2025, as restated in the 2026 filings. Etsy does not publish a separate Q4 figure: we took full-year 2025 Etsy marketplace GMS of $10,460.7 million and subtracted the first nine months ($7,167.7 million).

The seasonal pattern is the first thing a seller should plan around. The holiday quarter carries about a third of Etsy's annual sales, more than $850 million above any other quarter of 2025. Stock, ad budgets and shipping cut-offs for October to December matter more than any other decision in the year.

How many sellers and buyers does Etsy have?

At the end of Q3 2026 Etsy counted 5.84 million active sellers, the highest of the seven quarters in the table, and 87.5 million active buyers. The buyer count is roughly where it was a year earlier, after a 3.4% fall during 2025 to 86.5 million.

The two lines are moving apart. Over the year to September 2026, sellers grew more than six times as fast as buyers. For an individual shop, that means more competition for each shopper's attention in search, and Etsy's advertising revenue is rising faster than its GMS. If you are opening a shop in 2026, budget for promotion from the start rather than counting on organic search alone.

Spending per buyer is the brighter signal. Etsy reports trailing 12-month GMS per active buyer of $126 at Q3 2026, up 3.9% year over year, against $121 for 2025 as a whole. Buyers are not more numerous; they are spending a little more each.

Who buys on Etsy

Etsy's 2025 annual report breaks its buyers into groups, and the split explains why repeat customers matter so much to a shop:

Active buyers bought on about three separate days in 2025 on average, but the average hides a split: roughly half bought once, and the other half bought on about five days. Etsy also estimates that about 17% of adults in the US and UK shopped on Etsy at least once in 2025, rising to about 30% among women. For a seller, the takeaway is that a buyer who already likes your shop is worth far more than a new visitor, so follow-up offers and good reviews pay back.

US shoppers dominate. In Q3 2026, 75% of GMS came from buyers with a US shipping address, so a non-US seller is mostly selling to Americans and should price shipping and delivery times for them.

How much Etsy charges sellers

Etsy's 10-K sets out the core seller fees. Each listing costs a fixed $0.20 for four months, and every completed sale carries a 6.5% transaction fee calculated on the item price plus the shipping charged. Etsy Payments processing typically adds 3.0% to 6.5% of the total sale price, plus a flat per-order fee that depends on the country of the seller's bank account. A sale that Etsy brings in through its Offsite Ads costs 12% or 15% more, depending on the seller's yearly sales volume.

A worked example, using the lowest processing rate in the filing: a $30 sale with shipping included pays $1.95 in transaction fee, at least $0.90 in processing and the $0.20 listing fee, so at least $3.05 before the flat per-order payment fee, about 10% of the sale (our arithmetic). If an Offsite Ad brought that buyer in, another $4.50 at the 15% rate goes to Etsy. Our Etsy seller fees guide prices every fee and country in detail.

What the average seller sells and pays

Average GMS per active seller is the closest Etsy's filings come to a typical shop's sales. Trailing 12-month marketplace GMS to September 2026 adds up to $10,983 million (Q4 2025 plus the three 2026 quarters), and dividing by 5.836 million active sellers gives about $1,882 per seller (our arithmetic). That is a mean, pulled up by large shops: Etsy does not publish a median, and with habitual buyers driving 40% of sales, most shops sell well below it.

Etsy's revenue lines show what that seller pays on average. In Q3 2026, marketplace revenue (transaction, payments and listing fees) was $468.1 million and services revenue (mostly Etsy Ads, plus shipping labels) was $224.3 million, against GMS of $2,646.9 million. At those rates, the average seller's year of sales would generate about $333 in required fees and $160 in optional services, roughly $493 in total (our arithmetic, applying Q3 2026 rates to a 12-month figure). The optional part is where a seller has control: ads and labels are choices, the required fees are not.

What changed at Etsy in 2026

• Depop sold to eBay. Etsy closed the sale of its fashion resale marketplace Depop to eBay on 30 July 2026 for $1.4 billion in cash, booking an $839.7 million gain. Depop had $1,074.9 million of GMS in 2025; from 2026 the filings report it as a discontinued operation, so the figures above are Etsy only.
• A 12% workforce cut. On 3 August 2026 Etsy approved a restructuring that removed about 220 roles, roughly 12% of the Etsy marketplace workforce, with $33.9 million of charges in Q3.
• More money from ads. Services revenue grew 15.0% in Q3 2026, led by a $30.9 million rise in advertising revenue from higher click volume on Etsy Ads, faster than the 9.1% rise in marketplace fees.

For context on the wider market, our ecommerce statistics page tracks US online sales from Census data, and the marketplace seller fees comparison sets Etsy's fees against Amazon, eBay, Walmart and TikTok Shop. Sellers weighing other channels can read our eBay seller fees, TikTok Shop seller fees and Faire seller fees guides; for tools, see the best Etsy seller tools, best Etsy SEO tools, print on demand for Etsy and shipping software for Etsy sellers rankings.

Methodology

All Etsy figures come from Etsy, Inc.'s 10-Q filings for the first three quarters of 2026 and its 2025 Form 10-K, read on Etsy's investor relations site on 28 October 2026. We use Etsy marketplace figures only, excluding Depop and Reverb, as Etsy's own tables do. The Q4 2025 GMS, buyers per seller, GMS per seller, the fee split and the fee examples are our arithmetic on those filed figures, and are labelled as such. Etsy's filings note that these operating metrics are not independently verified by a third party. We refresh this page after each quarterly report; the next is Etsy's fourth-quarter 2026 results.

FAQ

How many sellers are on Etsy in 2026?

Etsy had 5,836,000 active sellers on its marketplace at 30 September 2026, up 6.5% from a year earlier, according to its Q3 2026 10-Q. An active seller is one with a charge or sale in the past 12 months, counted per email address, so people running several shops count more than once.

How many buyers does Etsy have?

Etsy reported 87,506,000 active buyers at the end of Q3 2026, people who bought at least once in the previous 12 months. That is 1.0% more than a year earlier, after the count fell 3% during 2025.

How much does Etsy sell per year?

Etsy marketplace gross merchandise sales were $10.5 billion in 2025 and about $11.0 billion over the 12 months to September 2026 (our sum of Etsy's quarterly figures). Q3 2026 alone was $2.65 billion, up 8.8% year over year.

How much does the average Etsy seller make?

Etsy does not publish a median. Dividing trailing 12-month GMS by active sellers gives an average of about $1,882 in sales per seller per year, before fees and costs (our arithmetic). Because large shops pull the mean up, most sellers sell less than that.

What fees does Etsy charge sellers in 2026?

Etsy's 10-K lists a $0.20 listing fee per item, a 6.5% transaction fee on the item price plus shipping, payment processing of typically 3.0% to 6.5% plus a flat per-order fee, and a 12% or 15% Offsite Ads fee on sales Etsy's external ads bring in. Etsy Ads and shipping labels are optional extras.

Does Etsy still own Depop?

No. Etsy sold Depop to eBay on 30 July 2026 for $1.4 billion in cash. Etsy had already sold Reverb, its musical instrument marketplace, on 2 June 2025, so it now runs the Etsy marketplace only.

Cite this: Retailpresso, "Etsy Statistics 2026: Active Sellers, Buyers, GMS and Fees from Etsy's Filings", November 2026. Source: Etsy, Inc. SEC filings. Our calculations licensed CC BY 4.0.

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