April 24, 2023
Type 2

As an Amazon FBA seller, you've probably wondered whether you should expand your e-commerce business to other platforms, such as Etsy. With a vast marketplace like Amazon, why bother? The truth is that Etsy offers unique opportunities that can complement your existing Amazon FBA business, attracting different types of customers and increasing your overall reach.

In this ultimate guide, we'll delve into the benefits and challenges of expanding your Amazon FBA business to Etsy, and how you can successfully navigate the process to enjoy the best of both worlds.

  1. Understanding the Etsy Marketplace

Before diving into the expansion process, it's crucial to understand what makes Etsy unique. Launched in 2005, Etsy is a global e-commerce marketplace that specializes in handmade, vintage, and unique products. The platform emphasizes craftsmanship, creativity, and personalization, attracting customers who appreciate the human touch in their products.

As of September 2022, Etsy has over 4.7 million active sellers and 90.7 million active buyers. While these numbers are smaller compared to Amazon, Etsy's niche focus on handmade and vintage items means the competition is less fierce, and sellers have the opportunity to cultivate a loyal customer base.

  1. Pros of Expanding to Etsy

Here are some advantages of expanding your Amazon FBA business to Etsy:

a. Target a New Customer Base - Etsy shoppers are often interested in unique, personalized items that aren't mass-produced. By expanding your presence to Etsy, you'll tap into a new market segment that values originality and creativity.

b. Stand Out from the Competition - Since Etsy is more focused on handmade and vintage products, there's generally less competition compared to the Amazon marketplace. Your products have a better chance of standing out, and you can potentially enjoy higher profit margins.

c. Build a Brand Identity - Etsy allows sellers to customize their online storefronts, giving you more control over your brand image. You can showcase your unique selling points and engage directly with customers, building stronger relationships and boosting customer loyalty.

  1. Cons of Expanding to Etsy

However, expanding to Etsy does come with some challenges:

a. Limited Product Scope - Etsy is not the right platform for all types of products. If your product offerings do not fit into the handmade, vintage, or craft supply categories, Etsy may not be the ideal marketplace for you.

b. Time-Consuming Process - Managing two platforms can be time-consuming, as you'll need to create and maintain product listings, manage orders, and handle customer service on both Amazon and Etsy.

c. Different Fee Structure - Etsy's fee structure is different from Amazon's, with a mix of listing fees, transaction fees, and payment processing fees. It's essential to understand these costs and factor them into your pricing strategy.

  1. Steps to Expanding Your Amazon FBA Business to Etsy

Ready to expand your Amazon FBA business to Etsy? Follow these steps to set yourself up for success:

Step 1: Assess Your Product Offerings

First, determine whether your products align with Etsy's categories of handmade, vintage, or craft supplies. Remember that Etsy buyers are drawn to original and unique items, so if your products don't fit the bill, it may be wise to reconsider expanding to this platform.

Step 2: Create an Etsy Shop

To create an Etsy shop, sign up for a seller account and follow the platform's instructions for setting up your storefront. You'll need to customize your shop's appearance, create a unique shop name, and set up your shop policies (e.g., shipping, returns, etc.).

Step 3: Optimize Your Product Listings

Next, create product listings for your Etsy shop. Ensure your titles, descriptions, and tags are optimized for Etsy's search algorithm. High-quality photos and detailed product information are essential to attract potential buyers. If you're already successful on Amazon, you can use your existing product listings as a starting point, but be sure to tailor them to fit Etsy's unique audience and marketplace requirements.

Step 4: Price Your Products Appropriately

Consider Etsy's fee structure when pricing your products. Factor in listing fees, transaction fees, payment processing fees, and shipping costs to ensure you maintain a healthy profit margin. Keep in mind that Etsy shoppers may be willing to pay more for unique, handmade items, so don't be afraid to price your products accordingly.

Step 5: Develop a Marketing Strategy

Once your Etsy shop is up and running, it's time to promote your products. Leverage social media, email marketing, and content marketing to reach potential customers. Engage with Etsy's community by participating in forums, joining teams, and following other sellers. You can also use Etsy Ads to boost your products' visibility on the platform.

Step 6: Manage Inventory and Fulfillment

Since Etsy does not have a fulfillment service like Amazon FBA, you'll need to manage your inventory and order fulfillment yourself. However, you can still streamline the process by using inventory management software or working with a third-party fulfillment service that integrates with Etsy.

Step 7: Monitor and Optimize Your Etsy Shop

Regularly monitor your shop's performance using Etsy's built-in analytics tools. Identify areas for improvement, such as optimizing product listings, adjusting prices, or tweaking your marketing strategy. Continuously refine your shop to enhance the customer experience and boost sales.


Expanding your Amazon FBA business to Etsy can be a valuable strategy for reaching new customers and diversifying your e-commerce presence. It's crucial to understand Etsy's unique marketplace and assess whether your products align with the platform's niche focus.

By following the steps outlined in this guide, you'll be well on your way to establishing a successful Etsy shop that complements your existing Amazon FBA business. Remember that managing two platforms can be time-consuming, so be prepared to dedicate the necessary resources to maintain and grow your Etsy presence. With the right approach, expanding to Etsy can bring fresh opportunities and contribute to the overall growth and success of your e-commerce business.

There is no cost, no obligation and no pressure. And it may be the best 30 minutes you’ve ever spent on getting your business off the ground.

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