How many sellers do you think are on Etsy?
I recently discovered Etsy's sellers app, and if you've been following the newsletter for long enough, you know how much I love to use this type of app, the kind that you have to download to do something, as a proxy for real-world performance.
Etsy Seller is a pretty comprehensive app for sellers to manage most of the things about their store, listings, promotions, and even ads. While I imagine some sellers don't have the app, I doubt that number is high considering its value and that it's available for both iOS and Android.
The app was released in the summer of 2022 and received a lot of downloads in the first few months, most likely from existing sellers. According to Appfigures Intelligence, Etsy Seller was downloaded 2.7M times in its first 12 months of availability.
The downloads eventually stabilized as most existing sellers got their hands on the app making subsequent months of downloads more of a proxy to how the marketplace is growing.
According to our estimates, the app was downloaded 2.4M times in 2024, not far off the first 12 months, and 2.2M times in the first 10 months of 2025.
I expected the rate would drop after Etsy changed its stance on selling 3D printed goods earlier this summer, but the data doesn't agree. Downloads continued on trend.
In total, our estimates show the app was downloaded 9M times since release with a smidge more downloads coming from the App Store than Google Play.
I knew Etsy's marketplace was big, but this is far more than I expected. Now keep in mind, I'm using downloads to estimate sellers which isn't perfect so I might be off. I couldn't find (m)any numbers to compare to, but I was able to find a tracker from Marketplace Pulse that estimates the number of active sellers to be 5.4M active as of Q2 2025, which sounds about right considering not all sellers succeed.
The variety Etsy offers along side its well-established brand are what makes Etsy so hard to compete with, and similar to the App Store and Google Play, a business-maker for those not selling code.
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