1. Setting Up Your Etsy Shop
2. Things to consider when choosing a shop name:!
• Be original: Interesting names will stick with those who visit your shop. Names that involve physical things will evoke a visual image, which can help form a more
powerful memory.An interesting word or phrase that is meaningful for you can add a bit of history and a point of interest.
• Show your style: Choose a name that reﬂects your style. If your items are elegant, choose an elegant name. If your items are quirky or clever, you want your
name to speak to that aesthetic. Let your own unique point of view as an artist shine through in everything about your shop, especially your name!
• Spelling counts: Pick something that is easy to pronounce and spell.The former helps people remember your name, the latter makes it easy to ﬁnd you again!
• Take the shop name memory test: Sit down with a piece of paper and the writing utensil of your choice and ask yourself:“What shops do I know the name of
on Etsy?” It doesn’t have to be your favorite shop or any reason other than the fact that you remembered their name.This is key.After you have your list of
remembered names, take a look at them.Why are they so memorable? After asking yourself these questions, learn from what these sellers have done to create
your own memorable name.
• Google it: Search for your intended name on Google.Will you be able to be the top result? Avoid generic names that you won’t be able to “own.” While you’re at
it, check to see if the name is available on Twitter, Facebook, and any other social networks you plan to use.
• Know the law: Think about legalities. Some words and names are trademarked, so do your homework ﬁrst to avoid a possible conﬂict later. Consider consulting
an attorney if you need specialized advice in this area.
• Capitalize multiple words: Once you have decided on a name for your shop, take advantage of capital letters to make the appearance of your shop name more
coherent. If you have two words in your shop name, create a visual separation by making the ﬁrst letters of each word capital letters instead of lowercase.  For
example,“BoyfriendLetters” reads so much better than “boyfriendletters.” Plus, capitalization doesn’t make a difference when people type your shop name in their
browser, so it won’t be harder for them to ﬁnd you.
• The power of search: If you are selling a very speciﬁc product or certain type of supply, it wouldn’t hurt to actually put the basic name of what you are selling in
your shop name; this may help you show up in search engines whenever someone searches for this item. But be careful: if you’re thinking about branching out to
other types of items, you may not want to follow this tip.There are advantages to having a name that will allow you to sell a range of items, since many sellers
evolve over time.
• Keep it consistent: Use the same name everywhere — as your Etsy shop name, in your banner, on your blog, and on any social networking sites you use.This
makes it super easy for buyers to ﬁnd your shop!
• Get some feedback: Ask others who are in your target market what they think about your name.Your Etsy team can be a great place to get advice and feedback
as well.Ask what they’d expect a shop with this name to be about.
• Make sure it’s worth it: Does your new name reﬂect a change in product? Is it much easier to remember? Does it ﬁt much better with the image of your shop? If
3. How to Write Enticing Item Descriptions!
1. Create an inverted pyramid. The most important information about your item should be ﬁrst in your description — not
only because shoppers want the details on your items as soon as possible, but also because it’s a smart way to optimize the way
your description displays in Google search results. Feel free to repeat the words used in your item title.
2. Just like a good therapist suggests, use “I” statements. Speaking in the ﬁrst person will help you connect with your visitor
on an individual level — and isn’t that what they are looking for when they come to shop on Etsy? Show a bit of your personality!
Think of your item descriptions like meeting a new friend: you want to be polite, but you also want to be your natural self.
3. Short paragraphs and bullet points are your friends. Visitors to your shop might be looking for a speciﬁc size or material,
so make it easy for them to glean that info from your descriptions by cutting out superﬂuous language and making good use of
4. Keep an eye on your Shop Stats. Maintain a list of the keywords visitors search for when they ﬁnd your shop and write with
these keywords in mind. Remember that your titles and tags are keywords used by Etsy search, but your most important tags and
materials should also be scattered throughout your descriptions so that Internet search engines can ﬁnd you too! External sites
are more likely to pick up keywords from your descriptions than your list of tags.
5. End with a link. Did you know you can copy and paste Etsy URLs in your descriptions and they will function as a hyperlink?
Use this to your advantage. If your visitor has read your item description and is not biting, don’t let them ﬂoat away to another
website, Etsy shop or back to their search results. Instead, give them a link to learn more about you, see your entire shop, check
out a shop section or even link to a search within your shop.
6. Lastly, edit your description! See what sentences are too long and make them shorter. Short, sweet and punchy prose is
easier for a buyer to connect with. Run your description through a spell checker. If English isn’t your ﬁrst language, try to consult
with an Etsy team member who can help look for grammatical errors.
4. Questions your buyers are
1.What is it? It may be totally obvious to you what the item is,
but it might not be obvious to your customer.
2.What color is it? The color on your computer monitor may
not be the same as mine.
3.How big is it? As a buyer I don’t want to guess if that painting
will ﬁt over my ﬁreplace or if those earrings are going to hang
past my shoulders.
4.What is it made from? What materials and techniques are
5.How do I care for it? Can I wash and dry that wool sweater?
6.Who should buy it? or Who should NOT buy it? Is it
appropriate for pregnant women? Children? Pets?
7.What is it used for? Is it decorative? Does it have a function?
8.What does it feel like? Is that scarf soft to the touch? What’s
the texture like? Is that necklace very heavy?
9.How does it work? Does it slip over my head? Is there a
clasp? Do I tie it around my waist?
10.Why is this one better than the one in the next shop?
What special skills, materials, or ideas do you use that make
your item the best?
11.Do I get everything in the picture? I see 12 items in your
picture, do I get them all? Only one? Does that lovely bauble in
the background come with it or is it just for display?
12.Will it ﬁt me? When I shop in a brick and mortar shop I
might try on 12 things and ﬁnd only 1 that ﬁts well. I am taking
a BIG chance on buying clothes online. Please make it easier
for me by offering extensive measurement and sizing
information. Don’t assume that your customer will know what
you mean by “small” or “large.”
13.What if it doesn’t ﬁt? Am I stuck with it? Will you
exchange it? Who pays to ship it back?
14.Is it ready to use? Is that painting ready to hang? Do I need
to frame it ﬁrst?
15.How does it arrive? Is it gift wrapped? Is it ready to ship
or is it made to order?
16.Will I get the EXACT item in the photo? Is it a stock
photo or do I get the exact item?
17.Is it gonna stink? Does that vintage item have a funky,
musty odor? Does the seller smoke while he creates that
18.How do I know it’s “vintage”? What kind of research did
you do to determine how old that item is? Is it marked? Is
there a date on it? Are you experienced with vintage and
19.What do those fancy terms mean? Don’t take for granted
that your customer knows what a cabochon is or what giclee
or gocco means.
20.Can I live without this item? Chances are your customer
can easily live without your items. It’s your job to SELL it to
them. Let them know why owning this item is so wonderful.
Are they going to feel like a princess with that lovely bracelet?
Is that platter not only functional, but makes a wonderful work
of art? Is that item the perfect gift for hard-to-buy-for people?
Does the item evoke certain emotions? Tell us what’s so great
5. Why Stocking Your Shop Is Important!
Items help you get found. The most common way that someone will ﬁnd your shop is via one of your items.
Customers may ﬁnd an item in search, or see it featured on Etsy or on a blog. Once they get to an item, they now have
access to your shop.The more items you have out there, the more ways you have to be found.
Make more sales to one customer. If you have a well-stocked shop, you’re more likely to sell multiple items to one
customer since there is more for them to choose from. Plus, for many types of items, the customer may want to buy
multiple items from one seller to save on shipping. In this case, they will ﬁnd a well-stocked shop that will allow them to
do that. Make sure you beneﬁt from this by offering free secondary shipping if it doesn’t cost you extra.
Fresh merchandise keeps shoppers coming back. If you add new items regularly, fans of your shop will want to
check back often to see what’s new.
6. Tips for Stocking Your Shop!
Renew sold items you can make again. You’ve already done all the work of taking the photos and creating the
listing. If you can make this item again, relist it when it sells!You can recreate it when someone orders. Successful
sellers tend to sell items they can make over and over again.
Focus on what’s doing well. If you’re ﬁguring out what to sell, take note of what people seem most interested in —
what sells the most, what gets the most hearts and views? What do you enjoy making or curating the most? What
items do you make a nice proﬁt on? These can give you good direction on what to sell more of.
Keep it cohesive. Having a cohesive shop is what makes having a well-stocked shop so beneﬁcial. If a shopper
comes in on one of your items, and the rest of your shop appeals to that same customer, there are now a variety of
items they might buy. If you’ve ever seen something cute in a shop window and then gone in and bought something
else, you know how this works.This is a major way sales are made on Etsy. If you have this, great! However, lots of
new shops start out selling a wide variety of things.This is ﬁne if you’re getting started and want to see what works,
but you’ll probably want to create a cohesive line at some point. If you’re in the “testing the waters” phase, you may
not want to go as wild with adding lots of items — after all, you don’t want to do a lot of extra work if you are
going to narrow it down later. Pay special attention to what’s popular and make more of that as you stock up.
Add more styles. Sometimes I see a new seller with, say, one skirt made up in 20 colors.When you’re stocking your
shop, focus more on making more styles rather than a lot of extra colors.Why? People are unlikely to buy two of
the same skirt, but they might buy a miniskirt and maxi skirt, or a skirt and a dress. Plus, you’ll get found by people
who are looking for all of those things. Create a chart of your options and put it into your listings.Yes, it’s great to
see something made up in your various color options as separate listings with their own photos, but you can do this
as time goes on. Consider photographing and listing separately any custom orders in colors that you wish to carry.
7. Common Question about Stocking Your Shop!
How many items? This depends on what you are selling and your personal preference. In
general, shops with higher-priced and more labor-intensive items tend to have fewer items.
Those selling jewelry with commercial components frequently make a goal of having 100 items
in their shop. Look at successful sellers of similar items whose shops are where you want your
shop to be and see how stocked their shops are.
Should I wait until I have a lot of items to start selling? No! Start with what you have.You
can add items as you go — perhaps create a weekly listing goal for yourself. Having an Etsy shop
is fun, and getting views, hearts, and sales while you stock up will keep you motivated!
8. Why Your Proﬁle and Product Need a Compelling Story!
• Think of your favorite celebrity or role model of success. Steven Spielberg? Martha
Stewart?Your great-aunt? What is that you remember about them? Odds are, it’s
their story — from humble beginnings to stardom or other versions of success, to
how they live their life today. People’s stories are what we connect with most.The
same is true in business.And it’s at the heart of the DIY culture on Etsy.
• We often self-sabotage our ability to connect with people. If you’ve ever been out
on a date or a job interview, you know that feeling when you second-guess
yourself:”Did I say the right things?” Let’s talk about your Etsy Proﬁle and why you
need to tell a story here as well.
• On the Internet, the “about” page is one of the most important elements of any
website. If you pull up Google Analytics you’ll often ﬁnd that the “about” page is
one of the top 5 pages that people visit. [Ed. note, check out your Shops Stats to
see how many people are viewing your Public Proﬁle.] It’s where people go to
locate themselves in your story and to decide if there’s something of relevance for
them on your website.This is core to building a brand.And since you’re probably
the creative genius behind your artistic creations, your Etsy Proﬁle needs to
capture your personal story with ﬂair.
9. Share your story!
1. Nail down precisely why you are relevant. Right out of the gate you want to establish your relevance for
your viewer — who you are, what you do, and who you serve.This is basic positioning. In the case of an Etsy
Proﬁle, you want to describe your shop’s focus and specialty (for example, fashion, knits, jewelry, prints, etc.) and
for what audience (vintage lovers, tweens, etc.).
2. Fly your freak ﬂag. Let your audience in on your secret passion.Are you embarrassingly obsessed with pastels?
Do you have an entire steampunk ensemble that you wear to cons? Maybe you’re unable to create something that
doesn’t have polka dots! Describe what makes your pulse race or your heart sigh contentedly.
3. Explain your superhero origins. Provide a back story for your passionate streak of genius. Maybe you
discovered your true talents in the 4th grade pageant. Go ahead and reveal that crazy thing that happened
freshman year of college (if it’s good, they’ll remember you for it).Anchor your brand story in the past, and
establish “natural authority” for your subject. Pedigree is always nice, and it can be established in any number of
creative ways (your uncle was a tailor, your grandmother was a jungle explorer, your dad is a race car driver…)
4. Show your trophies. If you’re a DIY revolutionary, you want to balance your story with external validation, so
that your authority in your arena doesn’t just feel like fairy tales from the land of make believe (and if your arena
is fairy tales from the land of make believe, get some testimonials from Snow White, Donald Duck and the rest of
the gang). Mention media outlets, recognition, credentials, or other markers that reinforce your “in-demand”
success, although be careful not to lead with bragging and boasting (this can be a total turnoff). Lead with your
5. Be authentic (even if you’re eccentric).Your Etsy Proﬁle needs your personality.You don’t have to go open
kimono and share your entire life story or every detail imaginable, but you do want a few details that are uniquely
you — hobbies, guilty pleasures, and idiosyncrasies. For example, I’m left-handed, color-blind, and eat more
chocolate than the average human.And my TV guilty pleasures are Millionaire Matchmaker and Celebrity Rehab.
Now don’t you suddenly feel like we were separated at birth?
10. Service Tips for Sellers: Creating Policies That Work!
1.Be informative.Your policies are a great place to detail your processes.What do buyers absolutely need to know
when they buy from your shop? Provide important information about how you do business, like your shipping
turnaround time, whether or not you offer refunds or exchanges, how you handle customs and duty fees, and
what types of payments you accept.
2.Stay positive. Use your policies to emphasize the over-the-fence,World-Series kind of customer service you
provide. Stay upbeat by avoiding negative or accusatory phrases, like “I don’t take any responsibility.” Create
policies that you would appreciate and trust as a buyer.
3.Research. Take a look at other sellers whom you admire.What about their policies are compelling? Do they
make you want to purchase from their shop?
4.Be fair. Policies are designed to protect both you as a seller and your buyers. Offer assurance and instill
conﬁdence in wary buyers with policies that are safe, fair and respectful.
5.Keep it simple. Policies that are overly wordy can sometimes be confusing and may turn a customer away. Craft
your policies in clear, concise sentences.
6.Listen up. What are common questions  shoppers ask you? If you receive similar questions from multiple buyers,
consider reworking your policies to provide more info up front, so buyers don’t have to convo you.
7.Special sauce. What is it about your business that is special? Maybe it’s the handmade packaging you include with
every order or your super speedy custom work. Make sure your policies communicate what distinguishes you and
8.Be ﬂexible. Shop policies are as unique as the items in your shop, so take time to develop policies that will help
you and your growing business. It’s a continuing process that  goes hand in hand with learning what works and
what doesn’t for your shop.
11. Your First Sale!
1. Communicate. Send your buyer an Etsy Conversation to thank her for her order. If she paid with check or
money order, let her know you’ll ship once it clears.
If a customer (or potential customer) writes to you, it’s always a good idea to respond quickly.This shows that you
are on the ball!
2. Make a pretty package. Etsy sellers are known for sending thoughtful packages. Since this is your ﬁrst sale, you
may not have a ton of materials, but even a piece of tissue paper can make all the difference.Tuck in a thank-you
card with a hand-written note (you can DIY this out of a scrap of pretty paper).Tuck in a business card if you have
one. If not, remember to write your Etsy shop name somewhere on your thank-you card. Check out these DIY
packaging ideas for some inspiration!
3. Ship quickly. Your buyer is anxiously awaiting her package! Impress her by shipping the item as quickly as
4. Mark as shipped. Note that you’ve shipped the item on your Sold Orders page. If you have a tracking number,
you can include it in the Shipping Notiﬁcation, an option that appears after you mark the item as shipped.
5. Leave feedback. Once the transaction is complete, thank your buyer with positive feedback and a friendly
Many new sellers wonder how to get a customer to leave feedback. Many buyers don’t leave feedback, so be
patient! However, here is a little trick to improve your chances:When you ﬁrst write to the customer, include a
line like,“I want you to be completely satisﬁed! Please let me know if there are any issues or questions with your
order. If you’re pleased with your purchase, please feel free to leave me feedback.” Include a link to the Feedback
page, and voila!
12. Setting Up Your Etsy Shop