English-speaking countries make up most of the list, with US shops at 75% of total shops, followed by United Kingdom, Canada, and Australia. Since launch in 2005, 11 years ago, Etsy has been most visible there, however as it grew bigger and as international shipping got easier and more affordable many more sellers joined the platform.
10% of Etsy shops are from all over the world. From Europe with Ireland or Bulgaria, to Asia with South Korea or Singapore, or even Jordan, to Africa with South Africa or Ghana, to South America with Puerto Rico or Brazil, to Australia or New Zealand. There are even shops from Antarctica. Practically every country in the world is participating on Etsy, creating what has to be the most diverse offering of products.
Many of these shops offer international shipping, so Etsy is uniquely positioned as a global marketplace. There has been changes over the years to the search algorithm affecting how international shops are displayed, often negatively affecting shops far away from the buyer. There isn’t much clarity how Etsy decides which shops to put at the top of the list, but there is no doubt that for international shops it’s harder to compete with US-based ones both because of the algorithm, and because shipping price is unavoidably going to be greater.
There was even a petition titled “Etsy Sellers for a Fair Etsy Global Marketplace” signed by over 5,000 Etsy shops. The core message was:
On October 16th Etsy announced new local shopping experience in UK and Australia by giving preference to local sellers in Etsy search results. Etsy sellers all over the world are feeling the impact in sales and views from this new search algorithm change. We call on Etsy to remove the new local search preference algorithm and make Etsy once again a fair global marketplace.
Other marketplaces like Amazon or Ebay have separate marketplaces for international audiences, but they don’t cover many countries so many customers choose to shop around on for example Amazon even if they are not operating a website in their country. They end up being faced with having to figure out which sellers offer international shipping. Etsy instead has one website, with languages available for translation, but that means that a shop has immediate access to a global audience without having to operate in multiple versions of the same marketplace.
Here are the Top 100 countries on Etsy. We analyzed all shops with products on sale, of which there are close to a million.
|United Arab Emirates||179|
|Bosnia and Herzegovina||116|
|U.S. Virgin Islands||55|
|Isle of Man||44|
|Trinidad and Tobago||36|