Business Model Canvas Gallery

Key Partners

Sellers — 5.6 million active sellers supply every listing (FACT).
Google Cloud — hosts a substantial part of the Etsy marketplace's computing (FACT).
Payment and shipping providers — payment services, postal services and carriers (FACT).
Social and search platforms — Facebook, Instagram, Pinterest and search engines (FACT).
AI shopping platforms — partnerships that surface sellers' items and in some cases allow checkout there (FACT).
eBay — bought Depop for about $1.4B cash, closed Jul 30, 2026 (FACT).

Search and recommendations — machine-learning re-architecture began in 2025 (FACT).
Etsy Ads — ranking and budget-pacing improvements raised revenue per click (FACT).
Payments and fee operations — transaction, Offsite Ads and payments fees (FACT).
Trust, safety and support — policies and tools for both sides (FACT).
Loyalty and personalization — Etsy Insider beta, personalized push and email (FACT).
Seller tools — Shop Manager, Community Hub, optional AI tools (FACT).

Buyers and sellers — 86.5M active buyers and 5.6M active sellers at end of 2025 (FACT).
Catalog — more than 100 million items, about 30% of GMS custom or made-to-order (FACT).
Brand and community — one of four Right to Win qualities, with 74% of GMS from U.S. buyers (FACT).
Technology — search, ads, payments and trust systems; $450.2M of product development in 2025 (FACT).
Cash — $901.3M cash and $221.0M short-term investments at Jun 30, 2026 (FACT).

Unique items — 81% of surveyed buyers say they cannot find them elsewhere (FACT, Etsy survey).
Support real people — 82% say Etsy lets them shop from and support real people (FACT, Etsy survey).
Custom and personalized goods — about 30% of GMS (FACT).
Seller on-ramp — 89% of sellers are businesses of one, per the 2024 Seller Census (FACT).
Right to Win — unique items, search and discovery, human connection, trusted brand (FACT).

Personalized push and email — vast majority of content personalized by end of 2025 (FACT).
Etsy Insider — loyalty beta with rewards and shipping discounts, Q4 2025 (FACT).
Reactivated buyers — 30.0M in 2025, a record (FACT).
Habitual buyers — 5.9M, about 7% of buyers and about 40% of GMS (FACT).
Seller care — Shop Manager dashboard, Community Hub, AI tools, member support (FACT).

Etsy app — 45% of GMS in 2025, up from 42% (FACT).
Performance marketing — paid GMS 24% of Etsy marketplace GMS in 2025 (FACT).
Search, social, affiliate and display — SEO, SEM, Facebook, Instagram, Pinterest (FACT).
Offsite Ads — 12% or 15% fee on sales driven by Etsy's ads on other platforms (FACT).
Owned push and email — personalized messaging to buyers (FACT).
AI shopping platforms — items surfaced inside third-party AI experiences (FACT).

Gift and occasion buyers — 29% of recent visits were for a gift (FACT, Etsy survey).
Custom and personalized shoppers — 31% of recent visits (FACT, Etsy survey).
Core categories — top six categories about $8.9B, 85% of Etsy marketplace GMS (FACT).
Sellers — 5.6M active; 89% are businesses of one per the 2024 Seller Census (FACT).
International — 26% of GMS from non-U.S. buyers (FACT).

Marketplace revenue $2,007.2M in FY25, 69.6% of the total (FACT).
Services revenue $876.3M in FY25, +11.3%, 30.4% of the total (FACT).
GMS $11.92B and take rate 24.2% in FY25 (FACT).
Fees — $0.20 listing, 6.5% transaction, 3.0% to 6.5% payments, 12% or 15% Offsite Ads (FACT).
H1 2026 continuing revenue $1,299.6M (+4.7%) at a 25.8% take rate (FACT).