Exploring New Opportunities and Navigating Marketplace Changes
As a handmade seller, it's essential to stay on top of trends and understand your competition, especially as we head into 2024. Etsy has long been the go-to platform for handmade and unique goods, but competitors are rising, and the marketplace landscape is evolving quickly. Whether you're looking for alternatives or just want to stay informed, there are some exciting and surprising changes coming in 2024 that handmade sellers should be aware of.
In this blog post, we'll explore emerging competitors to Etsy, along with some recent updates and closures that are impacting the handmade industry. Let’s dive into the platforms and opportunities you should keep on your radar.
Competitors to Watch
1. Michaels Marketplace
Michaels, one of the largest arts and crafts retailers, has stepped into the handmade marketplace space with Michaels Marketplace. This platform is geared towards makers, crafters, and artisans who want to sell their products in a familiar, craft-focused environment. Michaels Marketplace is a natural extension for sellers who already rely on Michaels for supplies, and the brand recognition could help build trust with new customers.
Why it’s important:As a major craft retailer, Michaels has built-in brand trust, a broad customer base, and marketing reach. If you’re already purchasing supplies from Michaels, the integration makes it easy to turn those materials into sellable products directly on the platform.
Pro Tip: Keep an eye on the customer traffic and fee structures to ensure that you’re making the most out of the platform without cutting into your profit margins.
2. Bulk Apothecary’s Marketplace – Quiet Shutdown
In contrast to the rise of competitors, some marketplaces have quietly closed their doors. Bulk Apothecary, known for selling raw materials like essential oils, packaging, and DIY supplies, launched a wholesale marketplace that was anticipated to compete with Etsy. However, their Wholesale Marketplace was quietly shut down in 2023. This leaves a gap for sellers in the DIY beauty and wellness space, which was Bulk Apothecary's primary market.
Why it’s important:If you were considering Bulk Apothecary’s Marketplace, or you were a seller there, you’ll need to find alternative platforms or pivot to self-hosted options. The closure highlights the volatility in the marketplace landscape and emphasizes the importance of diversifying where you sell your products.
New Opportunities: Etsy Competitors on the Rise
3. Amazon Handmade
Amazon continues to compete aggressively in the handmade space with Amazon Handmade, giving makers access to Amazon’s massive customer base. The major benefit of Amazon Handmade is its unparalleled exposure—millions of potential customers who may have never visited Etsy can now find your products. However, the fees and requirements for listing on Amazon Handmade can be higher than Etsy’s, so it's essential to weigh the pros and cons before jumping in.
Why it’s important:Amazon Handmade is becoming a significant player, and if you have the inventory and ability to meet Amazon's shipping expectations, this could be a great platform to expand to.
Pro Tip: Utilize Amazon’s vast customer base to get your handmade products in front of more eyes, but be sure to monitor your margins, as Amazon’s fees can quickly add up.
Honorable Mentions: Emerging and Shifting Marketplaces
Here are 11 Etsy alternatives for handmade sellers that are worth exploring in 2025:
Michaels Marketplace
Michaels Marketplace provides a great opportunity for handmade sellers, especially those already sourcing supplies from the retailer. The built-in customer base and strong brand recognition make it a compelling alternative to Etsy.Visit Michaels Marketplace
Amazon Handmade
Amazon's handmade platform gives access to a vast customer base. While fees can be higher, the reach is unmatched, and it’s a powerful way to gain exposure beyond Etsy.Visit Amazon Handmade
ArtFire
ArtFire offers lower fees than Etsy and targets a niche audience focused on handmade items. With subscription options, it’s ideal for sellers who want flexibility in their store management.Visit ArtFire
Zibbet
Zibbet lets sellers manage their products across multiple platforms, including Etsy, from a single dashboard. This multi-channel approach can simplify inventory management and expand your sales reach.Visit Zibbet
Aftcra
Aftcra is a niche marketplace that focuses on American-made handmade goods. With low fees and a strong emphasis on locally made products, it’s a solid alternative for U.S.-based sellers.Visit Aftcra
Folksy
Focused on the UK market, Folksy is a marketplace for British makers and artists, offering low fees and a dedicated handmade community.Visit Folksy
Goimagine A socially conscious marketplace where all profits go to charity, Goimagine is gaining popularity among handmade sellers looking to make a difference.Visit Goimagine
Mercari Known for second-hand goods, Mercari also offers a platform for handmade sellers to list unique products. It’s easy to use, with a mobile-first approach.Visit Mercari
Ruby Lane Ruby Lane specializes in vintage, collectibles, and antiques. If your handmade items lean toward vintage-inspired or traditional designs, this is a strong platform to consider.Visit Ruby Lane
eBay eBay remains a massive marketplace for all types of products, including handmade items. It provides the opportunity to reach a global audience and benefit from high traffic.Visit eBay
Bonanza Bonanza is a highly customizable marketplace that allows sellers to build branded stores and has low listing fees. Its focus is on unique, curated products, making it ideal for handmade sellers.Visit Bonanza
Poshmark While primarily known for fashion, Poshmark is expanding to include home goods and handmade items. It’s a social marketplace, which encourages interaction and sharing between buyers and sellers.Visit Poshmark
Jane.com Jane is back, offering a curated marketplace where handmade sellers can sell their products alongside boutique and trendy items. The platform is known for its focus on women’s products and family-friendly offerings.Visit Jane
Society6
If your handmade products include designs or artwork, Society6 is a great platform to consider. It focuses on allowing artists to sell their creations as prints, home decor, and accessories.Visit Society6
Depop
While primarily known for vintage and second-hand fashion, Depop has a growing community of creators selling handmade products. Its social media-style interface appeals to younger buyers and creators.Visit Depop
Cratejoy
If you’re creating subscription boxes, Cratejoy is a platform built specifically for subscription-based businesses. It’s ideal for sellers looking to offer curated monthly or seasonal boxes.Visit Cratejoy
Shopify Finally, Shopify is an e-commerce platform that allows full customization of your website and brand. It’s not a marketplace like Etsy, but it gives you complete control over your business and customer interactions, allowing you to scale as you grow.Visit Shopify
The Key Takeaways for Handmade Sellers
Diversify Your Platforms:While Etsy has been a dominant marketplace, relying solely on one platform can be risky. Look for opportunities to expand to marketplaces like Michaels or Amazon Handmade while keeping an eye on upcoming platforms.
Monitor Marketplace Closures:With Bulk Apothecary’s Marketplace shutting down, it’s a reminder that marketplaces can come and go. It’s essential to have a presence on more than one platform or start building your own e-commerce website.
Take Advantage of Specialized Niches:Platforms like ArtFire cater to more niche audiences. If you have a highly specialized product, consider listing on a platform with a smaller, dedicated customer base where you may have less competition.
Stay Informed About Industry Changes:The handmade industry is constantly evolving, and staying informed about new opportunities and platform changes is key to long-term success.
Conclusion
As we head into 2024, handmade sellers have more options than ever to sell their products. From the established giants like Amazon Handmade to niche platforms like ArtFire, each offers unique advantages and challenges. Whether you’re looking to diversify, pivot, or explore new marketplaces, it’s essential to stay informed, adaptable, and ready to seize the opportunities that fit your brand best.
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