How to Create an Etsy Listing That Makes Sales

When it comes to Etsy, most people aren’t making sales because they miss the key things that they need to have in their listings.

In this article I’ll be taking you through the factors that Etsy tell sellers are key in making sales. Etsy have all the data and they want you to make sales, you just have to follow their guidance.

Keep reading if you’d like to make sales on Etsy and even online in general.

I wrote an article called Best Places to Sell 3D Prints Online, and Etsy made the cut.

Analyzing a Successful Etsy Listing

Here is an Etsy listing of a 3D print that has 3,000+ sales and an estimated revenue of $140,000.

Let’s analyze this listing based on Etsy’s view of a well-crafted Etsy listing.

Listing images
Listing title
Price
Estimated delivery date
Shop policies
Listing description
Average review rating
Attributes
Tags
You and your small business story

1. Listing Images

The first listing image is the most important.

It’s what buyers will first see as an introduction to your listing. Basically, the thumbnail picture.

The thumbnail picture is professional, clean, and showcases the product as well as it’s intended use. People can straight away see what it does without having to spend time working it out.

Your job with the pictures is to make it very easy to see what the product is, what it does, and how it looks.

It looks like the picture was taken with a lightbox using a white sheet of paper as the background. The SureFeed product is sitting ontop of the product which is a 3D printed adjustable stand.

Etsy gives you a maximum of 10 images and 1 video.

They are using the maximum number of images, though they are missing a key thing here.

They really should implement a video.

A good example would be showing the setup process + a cat using the feeder. You can add a 15 second edited video to Etsy. When people are scrolling through results and hover over your thumbnail picture, the video plays.

This will get more clicks to your Etsy listing, which leads to more sales.

The key tips Etsy mentions for listing photos are:

Show multiple angles – shots from different perspectives + close-ups that show texture
Include lifestyle images – show product in use or within its intended environment
Use good lighting – natural light is best, avoid using flash
Keep the background simple – clean and neutral
Factor in resolution (2,000 pixels width & height recommended)

Check out Etsy’s 7 Essential Types of Product Photos.

This listing is hitting most of these tips fairly well.

You can see all angles of the products, including close-up shots that highlight details and textures.

They could have better lifestyle images by showing the product in use or within its intended environment. Having a picture of a cat eating from the feeder would be purrfect (sorry).

Here’s a good example from one of the review photos.

It helps people develop the emotional connection of seeing how it would look in their home and with their cat. People buy off logic AND emotions, so even if something makes sense to buy, if there’s no emotional connection, buying is less likely.

The lighting is pretty good, no harsh shadows or bright spots on one side. That means there’s lighting from multiple angles.

The backgrounds are simple, neutral and clean, so the focus stays on the product.

It looks like they use Photoroom to edit their images which is a great tool, though it has to be used carefully.

The resolution of the images look top notch, but some backgrounds can use some work.

For example, in image #4 I’d try to use a better background in the app because it does look slightly off when you look at it for a few seconds. This could also be down to how the pictures were cut by Photoroom.

Similar idea with image #6 as well.

The text they use in some of the images are great to give a fuller picture and more information without people having to read the description.

Pictures are worth 1,000 words, so make sure you let them speak.

For image #4 it could be useful to have arrows pointing to what makes these two options different, so it’s immediately clear. You basically want to take all of the work out of the potential customer’s hands, and make it as easy as possible for them.

They have these two larger pictures of option 1 and 2 which is good.

With a listing making this many sales, it’s a good idea to invest into some professional pictures and even those cool picture edits you see with dimensions for example.

2. Listing Title

The title of the listing is: SureFeed® Feeder Adjustable Stand (Raised / Tilted)

The listing title is doing it’s job in being easy for shoppers to quickly see what you’re selling. Etsy also adds that your title should say what makes it unique.

Shoppers only see the first few words of your title when looking at search results, so use that space wisely, to describe what your item is. They recommend it be short and easy to read.

I think this title serves it’s purpose pretty well.

They could be more descriptive and specific by using keyword-rich phrases that potential buyers would type into the search bar.

Etsy gives an example, instead of using just “Mug”, use “Handmade Ceramic Mug with Blue Foral Design”. It’s more specific and searchable.

Include important info for your target customer such as material, color, size, or style, as well as whether it can be customized or personalized.

I used Claude.ai to come up with some alternative title options using information from the description.

Here’s what it came up with:

SureFeed® Microchip Pet Feeder Adjustable Stand – Raised & Tilted for Cat Digestion (20-45°)
Ergonomic SureFeed® Feeder Stand – Adjustable Height & Angle for Senior Cats & Arthritis
SureFeed® Microchip Feeder Elevated Stand – Tilting Design for Cat Digestive Health (3D Printed)
SureFeed® Cat Feeder Ergonomic Stand – Adjustable Angle & Height for Healthy Feeding
Senior Cat SureFeed® Adjustable Stand – Raised & Tilted Design for Better Digestion

Which title would you pick?

3. Price

Etsy says the most important thing with price is your cost and profit. You want to make sure you are accounting for all of your expenses in the process – creation, sale, and dispatch. Add that cost along with your desired profit and that gives you a base retail price.

The listing is priced at around $40 base, with a current sale of 10%, so $36.

The actual 3D print itself looks to be about 50-60g altogether ($0.90), and made from PLA. I’d assume it’s printed with a decent wall thickness and infill for strength since it’s functional and for pets.

Seems like it requires some assembly with the moving connection, or could even be a few pieces attached together.

The seller is based in The Netherlands and have a delivery cost of £9.10 ($12) for delivery to the UK (same cost for the US). So that would be a total cost of $52 without the 10% sale, and $48 with the sale. Delivery to The Netherlands is £4.54 or $6.

Do keep in mind Etsy’s new algorithm now lowers listing rankings based on postage prices. Directly from their website, for 1st October 2024:

Keep your postage prices under $6 then raise the price of your product for better search rankings.

This is based on Etsy saying that high postage prices can discourage shoppers from completing a purchase, being listed as a top 10 barrier to purchase on Etsy.

Etsy says their data shows that “shifting some postage costs into item price while keeping total price the same can be an effective way to improve your sales.”

I did a deeper estimate of the potential costs for this 3D printed product:

PLA Filament (60g at ~$15-20/kg): $0.90-1.20
Electricity (per print): $0.10-0.15
Failed prints allowance (5-10% failure rate): $0.30-0.40
3D printer depreciation (assuming $500-800 printer over 2,000 prints): $0.25-0.40
Maintenance and replacement parts: $0.15-0.25
Packaging materials: $1.00-1.50
Order processing time (15-20 min): $2.50-3.50
Design time (amortized): $0.50-1.00
Software/CAD subscriptions: $0.10-0.20
Actual shipping cost (portion of the £9.10 charged): $6.00-8.00
Handling and packaging time: $1.00-1.50
Listing fees: $0.20
Transaction fee (6.5% of sale price): $2.34
Payment processing (3% + $0.25): $1.33 + $0.25 = $1.58

Total Estimated Cost: $15.00-18.90

Sale Price: $36 (with 10% discount) Full Price: $40

Profit (with discount): $16.60-21.50 Profit Margin (with discount): 46-60%

Profit (without discount): $20.60-25.50 Profit Margin (without discount): 52-64%

A lot of new sellers will miss out on key costs and be pricing their 3D prints at a margin much lower than they thought. You might think you are at 50% margins with basic costing, but after looking deeper, you might be at 10% margins or even breaking even.

Etsy links some resources to help you with pricing – How to Price for Profit, Conversion, and Growth to learn more about two popular approaches to pricing. Plus, get a refresher on How Postage Price Is Factored Into Search for US Domestic Listings.

Etsy even have made a worksheet to help price your listings.

4. Estimated Delivery Date

Everyone loves quick delivery, and this can impact your sales as Etsy mentions. You want to set buyer expectations and stay realistic about how long it will take you to prep the item and dispatch it.

The date I did this was 14th April, here are the dispatch times. So you can expect to receive the item 4-9 days after the order date.

Estimated delivery date is a mixture of 2 Etsy settings:

Processing time
Standard delivery

Processing time is how long it takes you to prepare the order and put it in the post. The quicker this is, the more likely shoppers are to buy.

Standard delivery is how long your chosen delivery service takes to deliver your item after you hand it off to them.

The faster the better of course, though you have to balance it with what you can do, along with delivery costs.

You might start off with a slightly longer processing time, but then speed it up after you get used to processing orders.

5. Shop Policies

Having clear shop policies sets expectations for buyers on what they can expect when they purchase from your store. Do you accept returns or exchanges?

Etsy says having shop policies does have a positive effect on search placement, and using Etsy’s shop policies template can give you an additional boost.

How to Set Up Your Shop Policies

To set up your shop policies:

On Etsy.com, open **Shop Manager.**
Select Settings.
Choose Policy Settings.

Go through the list and set up policies for each section. They have helpful links and templates you can use.

6. Listing Description

Etsy say your listing descriptions help convert those views into sales. Make sure to keep descriptions short and informative, while still engaging.

They recommend putting essential info at the top such as size, dimensions, colors, or ordering directions, then end on a note that best tells your product’s story with your brand in mind.

The current description does this pretty well, starting with a direct description of the product and the benefit, plus some details:

“Adjustable Stand for SureFeed® Microchip Pet Feeder – Elevated & Ergonomic Design for Better Digestion!

Give your cat a healthier, more comfortable feeding experience with this adjustable stand, designed specifically for the SureFeed® Microchip Pet Feeder. With an adjustable tilt range of 20 to 45 degrees, this stand helps food move easily from mouth to stomach, promoting better digestion and reducing strain on your cat’s neck and back.”

After that, they get into some easy-to-read bullet points such as what it’s ideal for, key features, then some extras:

“Ideal for:

✔️ Cats with difficulty bending, swallowing, or digestive sensitivities

✔️ Senior cats or those with arthritis or mobility issues

✔️ Any cat—preventing future neck and back strain for long-term health

Key Features:

✅ Adjustable tilt (20-45°) – Find the perfect angle for your cat

✅ Elevated design – Reduces strain on joints and promotes better digestion

✅ Anti-slip base – Keeps the stand stable on hard floors

✅ Easier button access – Conveniently reach the feeder’s controls

Upgrade your SureFeed® feeder with this ergonomic stand and make mealtime more comfortable for your cat!

This item is NOT dishwasher safe!

This item is 3D Printed.

SureFeed® is a registered trademark of Sure Petcare and Purrposeful Prints has no affiliation with Sure Petcare.”

The size of the product isn’t too relevant here since it fits directly on an existing product and can easily be seen in the pictures.

Etsy says avoid copying your title verbatim or just listing your top keywords. They prefer you to craft a sentence or two that casually includes a few top keywords that sounds natural and written in your brand’s voice.

Be informative and engaging, focusing on what makes your product unique. Add details like dimensions, materials, care instructions + customization options.

Tell a story, as people love to connect with the creators behind the items. What inspired you to create and sell this product? What process do you use to make it?

Etsy also say to use bullet points or short paragraphs for easier reading. Long blocks of texts are hard to digest and people avoid them.

Etsy also considers keywords and phrases within listing descriptions when ranking your listings. They say it’s the second phase of search ranking within Etsy’s search algorithm.

7. Average Review Rating

The higher your review rating the better of course.

The store has a great 5-star rating from 1,760 reviews, with this particular item having 700+ reviews. They also have the Star Seller rating by earning 5-star reviews, dispatching on time, and replying quickly to messaged.

You get prioritized in Etsy’s search rankings when you have better ratings. Here are the customer service standards during a 3-month review period to get the boost:

Shops with less than 40 reviews should have no more than four 3-star-or lower reviews per period.
For shops with more than 40 reviews, 3-star-or lower reviews should be less than 10% of their average reviews for the period.

Here are the three important factors for getting 5-star reviews from Etsy:

Quality: The item they received matched or exceeded their expectations. It was made from the materials they expected, its size was accurate, and the craftsmanship was just superb.
Customer service: Shoppers mention the great customer service they received – and the extra-special touches that they can only find on Etsy.
Delivery: When they make a purchase on Etsy, shoppers want to know that their orders will arrive on time. Shoppers frequently talk about delivery in their reviews.

Use your listing description to give detailed measurements, descriptions of materials, notes about what is and isn’t included, additional features shoppers may be looking for.

Showcase your products from all sides, add props so people can see the scale, and add close up shots so shoppers understand the texture.

Have clear return policies, set up expectations early.

Respond to messages quickly – Star Sellers need to respond to 95% or more of initial messages within 24 hours (just the first message and not ongoing ones). You can download the Etsy app to respond to messages while away from the computer.

Also, let shoppers know when their item will be delivered and dispatch your orders on time.

It’s a great idea to surprise shoppers with thoughtful touches with a hand-written note and lovely packaging.

You can send a thank-you coupon as a finishing touch so they keep your shop in mind next time they want to order something. You can create thank you coupons automatically after their order is complete.

8. Attributes

Attributes are specific characteristics of the item which includes material, primary color, secondary color, celebration, occasion, height, and width.

This is done within the listing so I can’t see what attributes are put down for the listing.

You can sometimes add more attribute depending on what category you pick. Etsy give an example of the jewelry category, you can give attributes for chain style or number of strands, or for beads, the bead size and shape.

If a phrase is in your attributes you don’t need to add it as a separate tag.

Here are the attributes for a simple listing in the Stands category.

9. Tags

Tags are great for search. Etsy mention you should add all 13 tags and they should be multi-word phrases that use natural-sounding language.

If you can’t imagine someone typing the phrase into Google, it shouldn’t be in your tags.

Also make sure to add variety to your tags. Add tags that describe what your product is, how it’s made, and who it’s for. Look for things that make it unique, and something people would search for.

Here are the tags for this listing:

surefeed elevation
surefeed tilted
surefeed raised
petsafe
microchip feeder
surefeed
surefeed tilted bowl
tilted bowl
digestive problems
digestive issues
cat bowl stand
surefeed stand, bowl stand

These could be done better, here’s the list of tags I would use:

surefeed stand
cat bowl stand
microchip pet feeder
elevated cat bowl
tilted pet feeder
cat feeding stand
senior cat feeder
pet digestion helper
raised feeding station
adjustable pet stand
cat health accessory
pet feeding solution
ergonomic cat feeder

10. You and Your Small Business Story

Etsy is different from traditional marketplaces because shoppers like to buy from real people. They like seeing the person behind the products as it gives them greater confidence to make a purchase.

Learning your personal story gives people inspiration to be loyal to your brand. They are more likely to be return buyers and even recommend it to their friends.

Etsy recommend for you to add photos and details about your brand story to your shop’s about section.

It shows people what makes your shop special and can even lead to collaborations, press coverage, and new opportunities.

They also recommend sharing your story in the shop title section where you can describe your shop. You can go with a either a tagline, slogan or even a concise description of what you sell.

Check out How to Craft a Killer About Section for more inspiration.