Etsy is introducing a new set of online tools aimed at helping sellers better manage their shops.
It designed the upgrades, announced this week, to simplify product listings, streamline daily tasks and improve access to support, according to Etsy senior content strategist Shadi Jurdi. In an article published in Etsy’s Seller Handbook, Jurdi said the goal is to give sellers more time to grow their businesses.
Etsy ranks No. 20 in the Global Online Marketplaces Database, Digital Commerce 360’s ranking of the 100 largest marketplaces by third-party gross merchandise value (GMV).
What Etsy’s new seller tools do
Among the changes are improved listing tools. They also include a more streamlined Shop Manager and faster ways to connect with Etsy Support, Jurdi said.
“We’re committed to regularly improving your experience with updates like these — and we’re also hard at work building new tools and features to help you grow,” he stated.
The changes come at a time when Etsy, like much of the ecommerce industry, is facing pressure from consumers who are cutting back on spending. Other complications have arisen from shifting trade policies. Across the ecommerce industry, retailers, carriers and tech platforms are adjusting to evolving tariff rules and trade disputes. Etsy, for its part, has been helping sellers adapt by offering updated guidance on tariffs. It is also promoting local sourcing and domestic sales.
Tools to help Etsy sellers create listings
Jurdi said the marketplace designed the new enhancements to the Etsy Seller app and website to save sellers time and improve shop performance.
For example, sellers can now upload and edit product photos directly on Etsy.com or through the app, he explained. As they do, images will now process in the background to avoid delays. Sellers can also create and save custom photo filters for a consistent shop appearance, he noted.
Other updates include:
- Access to all listing categories and subcategories in the app, so sellers can categorize listings from their phone.
- A dashboard feature that highlights listings in need of updates to improve search visibility.
- A beta tool providing real-time feedback on listing quality before publishing. The experimental feature is currently only available to a select group of sellers, Jurdi noted.
Etsy streamlines Shop Manager and boosts seller support
Meanwhile, Etsy has redesigned its Shop Manager to help sellers access key information — like orders and shop stats — more easily, Jurdi said. The platform serves as a central hub for managing listings, payments, store settings and performance. Now, it features faster load times as well. The Orders page loads more quickly, and the Sales & Discounts page is now 40% faster, according to Jurdi.
In addition, recent activity now appears in its own tab, helping sellers better track how buyers engage with their listings, he said. Other improvements include:
- Faster load times for messages in the seller app.
- Streamlined navigation and a refreshed Etsy Apps page, making it easier to find third-party tools for shop growth.
- App updates to help Etsy better see which pages are slow or crashing.
Jurdi also noted that sellers with active shops in the U.S., Canada, U.K., Australia and select high-volume markets can now reach Etsy Support directly through Shop Manager, with further expansion planned this year. Additionally, Etsy Ads placements have been refined to help sellers connect with more relevant buyers, he said, while Shop Home layout updates are also being tested to make inventory easier to shop.
Tariff shifts in the background
Etsy is also preparing for upcoming U.S. tariff changes that could raise costs for buyers and sellers who rely on overseas suppliers.
Beginning May 2, the de minimis exemption — which has allowed goods valued under $800 to enter the U.S. duty-free — will no longer apply to shipments from China and Hong Kong. While U.S. president Donald Trump has delayed other tariffs for 90 days, the change closes the long-standing loophole for low-value imports from these regions.
Most items sold on Etsy are typically priced under the de minimis threshold, the company noted. Even so, Etsy’s exposure to the change appears to be limited. CEO Josh Silverman said during the marketplace’s Q4 2024 earnings call that Etsy has “vastly less dependence on products coming in from China than most of our competitors.”
About 75% of Etsy’s purchase activity comes from U.S. buyers. Many sellers source materials locally — often within 60 miles of their homes, he added.
In a follow-up blog post, Silverman noted that “Etsy is uniquely positioned to meet shoppers in this moment, offering them millions of special items from sellers in their country.” He added that Etsy is introducing new features across its website and app. He hopes they will help buyers discover local businesses, including curated shopping pages and spotlights on nearby sellers.
In addition to platform updates, Etsy has provided sellers with new guidance on how the end of de minimis exemptions could affect international shipments.
The company is advising sellers to use Delivered Duty Paid (DDP) shipping options when possible. Carriers like DHL, FedEx and UPS allow sellers to pre-pay tariffs to prevent buyer confusion or delivery issues. Etsy has also updated its Purchase Protection policy, ensuring that sellers won’t be held liable if a buyer refuses to pay tariffs and a package is delayed or returned.
Etsy sells Reverb to focus on core marketplace
Separately, Etsy has agreed to sell its musical instrument marketplace, Reverb, to investment firms Creator Partners and Servco. Once the companies finalize the deal, Reverb will operate as a privately held, independent company, it said.
Etsy acquired Reverb in 2019. Etsy says the sale, disclosed in an April 21 SEC filing, will help it focus more on its core marketplace and Depop, its fashion resale platform.
Before the sale, Reverb ranked No. 45 and Depop No. 49 in Digital Commerce 360’s Global Online Marketplaces Database.
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