Etsy is a multi-marketplace commerce company whose main Etsy marketplace reached $10.9 billion in 2024 GMS, while its consolidated businesses recorded $12.6 billion. The figures below distinguish Etsy.com and Etsy marketplace measures from consolidated results that include Reverb, Depop and, where noted, Elo7.
Key Etsy Statistics
The following figures summarize Etsy’s scale, participation and recent performance:
- In 2024, Etsy marketplace GMS was $10.9 billion, measured across the Etsy marketplace.
- In 2024, consolidated GMS was $12.6 billion, including Reverb and Depop.
- In 2024, consolidated revenue was $2.8 billion, with $303.3 million in net income.
- In 2023, Etsy marketplace GMS was $11.6 billion, or 88.0% of consolidated GMS.
- In 2023, 92.0 million active buyers used Etsy, measured on a trailing-twelve-month basis.
- In 2023, more than 27 million new buyers joined Etsy, down 7% year over year.
- In 2022, 7.4 million habitual buyers generated about 44% of Etsy GMS, although they were 8% of active buyers.
- In 2023, Etsy.com had 7.0 million active sellers, with active defined by at least one transaction in the prior 12 months.
- In 2023, Etsy.com generated 67% of GMS on mobile devices, including mobile web and the Buy on Etsy app.
- In 2023, 47% of Etsy.com GMS came from outside the U.S. domestic market, based on Etsy’s geography definition.
- In 2023, six categories generated about 87% of Etsy marketplace GMS, led by homewares, jewelry, apparel, craft supplies, paper and party supplies, and toys and games.
- In 2021, Etsy marketplace GMS reached $13.492 billion, up 31.2% from 2020.
- In 2021, consolidated revenue reached $2.329 billion, up 35.0% year over year.
- In Q2 2025, Etsy marketplace GMS was $2.8 billion, down 4.8% year over year.
- In Q4 2025, Etsy marketplace had 86.5 million active buyers, down 3.4% year over year.
- In Q4 2025, Etsy marketplace GMS per active buyer was $121, measured over the trailing twelve months.
- In Q4 2025, Depop had 7.0 million active buyers, up 37.7% year over year.
Contents
- Etsy marketplace GMS, revenue and profitability
- Etsy buyer statistics and shopper cohorts
- Etsy seller statistics and participation
- Etsy category, mobile and geographic trends
- Recent quarterly Etsy statistics
- Etsy, Reverb, Depop and Elo7 scale
Etsy Marketplace GMS, Revenue and Profitability Statistics
Gross merchandise sales (GMS) are the dollar value of items sold in Etsy’s marketplaces, excluding shipping fees and net of refunds. GMS is therefore different from company revenue, which is reported under GAAP, while adjusted EBITDA is a non-GAAP measure.
| Period | Marketplace or consolidated measure | Result |
|---|---|---|
| 2021 | Consolidated GMS | $13.492 billion, up 31.2% |
| 2022 | Consolidated GMS | Approximately $13.3 billion, down 1.3% |
| 2023 | Etsy marketplace GMS | $11.6 billion; 88.0% of consolidated GMS |
| 2024 | Etsy marketplace GMS | $10.9 billion, down 6% |
| 2024 | Consolidated GMS | $12.6 billion |
Sources: Etsy 2021 Annual Report, Etsy 2022 Annual Report, Etsy 2023 Annual Report, and Etsy 2024 Annual Report.
The 2021 consolidated income statement reported $2.329 billion in revenue, $1.746 billion in marketplace revenue, $583.3 million in services revenue, $1.675 billion in gross profit and $493.5 million in net income. Adjusted EBITDA was $716.6 million, equal to a 31% adjusted EBITDA margin; that measure is non-GAAP.
In 2022, consolidated revenue rose to $2.566 billion, up 10.2% from 2021, while Etsy reported a $694.3 million net loss after a $1.0 billion goodwill impairment charge. Adjusted EBITDA was $716.9 million, with a 28% adjusted EBITDA margin.
In 2024, Etsy recorded $2.8 billion in revenue, $303.3 million in net income and $781.5 million in adjusted EBITDA. These consolidated figures include the company’s broader marketplace portfolio where applicable.
Etsy Buyer Statistics: Active, New, Repeat and Habitual Shoppers
Etsy’s active-buyer metric generally counts people who made at least one purchase during the trailing 12 months. New, repeat and habitual buyers are separate company-defined cohorts, so their figures should not be treated as interchangeable.
| Year or period | Active buyers | Additional buyer measure |
|---|---|---|
| 2019 | 46.351 million | Etsy marketplace |
| 2020 | 81.898 million, up 76.7% | Etsy marketplace |
| 2021 | 96.336 million, up 17.6% | Etsy marketplace |
| 2022 | Approximately 89.4 million | Etsy marketplace |
| 2023 | 92.0 million, up 3% | More than 27 million new buyers |
| Q4 2025 | 86.5 million, down 3.4% | Etsy marketplace |
Sources: Etsy 2021 Annual Report, Etsy 2022 Annual Report, Etsy 2023 Annual Report, and Etsy Q4 and Full Year 2025 Results.
In 2023, Etsy acquired more than 27 million new buyers, down 7% year over year. A new buyer used an email address never previously used for an Etsy purchase, and this cohort represented approximately 11% of Etsy marketplace GMS, with new-buyer GMS down 8% year over year.
In 2022, approximately 48% of active buyers were repeat buyers, defined as people who purchased on two or more days in the prior 12 months. Habitual buyers numbered 7.4 million, down 9% from 2021; they spent at least $200 and purchased on at least six days in the prior 12 months.
Etsy’s Q4 2025 release reported 6.8 million new buyers and 10.4 million reactivated buyers, or 17.2 million gross buyer additions. Gross additions combine new and reactivated buyers and are not the same as net active-buyer growth.
Etsy Seller Statistics and Marketplace Participation
Seller counts vary by scope. Etsy.com-only figures are narrower than consolidated marketplace figures that can include Etsy, Reverb and Depop, while Elo7 was excluded from the 2023 year-end consolidated seller metric.
| Period | Population | Active sellers |
|---|---|---|
| 2019 | Etsy marketplace | 2.699 million |
| 2020 | Etsy marketplace | 4.365 million, up 61.7% |
| 2021 | Etsy marketplace | 7.522 million, up 72.3% |
| 2022 | Etsy marketplaces | Approximately 7.5 million |
| 2023 | Etsy.com | 7.0 million |
| Q3 2025 | Etsy marketplace | 5.5 million, down 10.9% |
| Q4 2025 | Etsy marketplace | 5.6 million, down 1.5% |
Sources: Etsy 2021 Annual Report, Etsy 2022 Annual Report, Etsy 2023 Annual Report, and Etsy Q4 and Full Year 2025 Results.
At the end of 2023, Etsy.com had 7.0 million active sellers and 92.0 million active buyers. Under Etsy’s metric definitions, active means at least one transaction in the trailing 12 months.
The broader 2023 Etsy, Reverb and Depop marketplaces connected 9.0 million active sellers to 96.5 million active buyers. In 2022, Etsy’s marketplaces connected approximately 7.5 million active sellers to 95.1 million active buyers.
Etsy reported 5.4 million active marketplace sellers at June 30, 2025. The Q3 and Q4 figures are quarterly company-reported counts, and the Q4 release described modest sequential improvement despite the year-over-year decline.
Etsy Marketplace Trends by Category, Mobile Use and Geography
Etsy’s 2023 category mix was concentrated. The six largest categories were homewares and home furnishings, jewelry and personal accessories, apparel, craft supplies, paper and party supplies, and toys and games; together they generated approximately $10 billion, or 87% of Etsy marketplace GMS.
Craft supplies and Home and Living together made up more than 40% of Etsy marketplace GMS in 2023. This is a GMS share, not a count of products or units sold.
Mobile use expanded across the earlier reporting period: mobile GMS was 58% in 2019, 61% in 2020 and 64% in 2021. Etsy later stopped reporting mobile GMS as a key operating metric beginning in 2024, while its 2023 disclosure put Etsy.com mobile GMS at approximately 67%, including mobile web and the Buy on Etsy app.
Geographic participation also differs by definition. Non-U.S. GMS was 36% in both 2019 and 2020, then 42% in 2021, while Etsy.com GMS outside the U.S. domestic market was 47% in 2023.
The 2023 ex-U.S. domestic measure uses seller billing address and/or buyer shipping address outside the United States. Etsy also estimated that about 30% of adults identifying as women in the United States and United Kingdom shopped Etsy at least once in 2023; this is a company estimate covering only those countries and that population.
Recent Quarterly Etsy Statistics and Buyer Movement
Quarterly measures add recent context but often use trailing-twelve-month windows. GMS excludes shipping fees and is net of refunds, while take rate is consolidated revenue divided by consolidated GMS.
| Period | Etsy marketplace measure | Consolidated measure |
|---|---|---|
| Q3 2024 | GMS $2.915 billion, down 4.1%; GMS per active buyer $123, down 3.4% | Revenue $662.4 million; 22.7% take rate |
| Q1 2025 | GMS per active buyer $120, down 3.5% | Revenue $651.2 million, up 0.8%; 23.3% take rate |
| Q2 2025 | GMS $2.8 billion, down 4.8% reported and 5.8% currency neutral | 87.3 million active buyers at June 30, down 4.6% |
| Q4 2025 | GMS per active buyer $121, down 0.5% | 86.5 million active buyers, down 3.4% |
Sources: Etsy Q3 2024 Results, Etsy Q1 2025 Results, and Etsy Q4 and Full Year 2025 Results.
The Q2 2025 currency-neutral comparison is a company-presented supplemental measure. GMS per active buyer is not spending during that quarter alone because it uses a trailing-twelve-month period.
Etsy Marketplace Scale Compared With Reverb, Depop and Elo7
Etsy’s consolidated GMS includes multiple specialized marketplaces, so component figures are useful for scope rather than direct comparisons of shopper behavior.
| Marketplace | 2021 GMS | 2022 GMS | 2023 GMS |
|---|---|---|---|
| Etsy.com | $12.2 billion | $11.8 billion | $11.6 billion |
| Reverb | $948.0 million | $942.5 million | $942.1 million |
| Depop | $294.4 million | $552.1 million | $599.6 million |
| Elo7 | $32.0 million | $69.7 million | $42.1 million |
Sources: Etsy 2021 Annual Report, Etsy 2022 Annual Report, and Etsy 2023 Annual Report.
In 2023, Etsy.com represented 88.0% of consolidated GMS, while Reverb, Depop and Elo7 represented approximately 7.1%, 4.6% and 0.3%, respectively. The percentages are rounded company disclosures and sum approximately to 100%.
Depop’s Q4 2025 activity was reported separately: it had 7.0 million active buyers, up 37.7% year over year, and 3.2 million active sellers, up 41.1%. Depop GMS was $299.7 million, up 37.2% year over year on a currency-neutral basis; these figures should not be treated as Etsy.com activity.