On this label
- Etsy’s Offsite Ads charge only when an ad leads to an order, at 15% for shops under $10,000 in yearly sales.
- Friends and family may review your business, but should disclose the relationship (FTC).
- Incentives for reviews may not be conditioned on positive sentiment.
The first sale is the hardest. A new shop has no reviews, no sales history and no place in search results. Buyers hesitate, and marketplace algorithms have little to go on. The way through is not a trick but a set of small, steady steps that give buyers and search engines reasons to trust you.
Week 1: pick one channel and build a real shop
Start where buyers already search for your kind of product, which for most new sellers is a marketplace rather than their own store; see Etsy vs Amazon vs Shopify: Matching the Channel to the Product. Then build a shop that looks established:
- List a range of products, not one. More listings mean more chances to be found, though each Etsy listing costs $0.20 and renews every four months.
- Complete every shop policy. Etsy sellers outside the EU must set a return policy on every physical item listing, even if it says returns are not accepted.
- Write an about section and add a logo and banner; Etsy recommends 500 × 500 pixels for logos.
- Make sure every listing has strong photos and a clear title; see Product Photos That Sell: Meeting Etsy and Amazon Image Rules With a Simple Home Setup and Writing Product Listings That Convert: Titles, Descriptions and Claims You Can Back Up.
Week 2: tell people you know, the right way
Your first buyers are often people who already know you: friends, family, coworkers, local customers. Share the shop with them directly. If any of them leave a review, the Federal Trade Commission’s guidance is clear: you may ask family members to review your business, but they should clearly and conspicuously disclose their relationship to you. The same applies to anyone you give a free product to. If they post about it, the connection should be disclosed.
Tip: Check each marketplace’s own policy on reviews from people you know before asking. Platforms can be stricter than federal law.
Week 3: try advertising carefully
Marketplace ads put new listings in front of buyers before you have reviews. Etsy offers two kinds. With Etsy Ads, you set a daily maximum budget and are never charged more than that each day. With Offsite Ads, Etsy advertises your listings on other sites and charges a fee only if a buyer clicks and orders within 30 days: 15% of the order for shops under $10,000 in yearly sales, which may opt out, and 12% for larger shops, capped at $100 per order. Start small, watch which listings get clicks and turn off what does not convert.
Week 4: earn the first reviews
Reviews matter, and the rules around them are strict. The FTC’s Consumer Reviews and Testimonials Rule, in effect since October 21, 2024, prohibits:
- Writing, buying or selling fake reviews.
- Offering compensation or incentives conditioned on a review expressing a particular sentiment. You may offer incentives for honest reviews, but not for five-star reviews, even if the reviewer discloses the incentive.
- Using threats or intimidation to get a negative review removed.
- Suppressing negative reviews on your own site.
The FTC also notes that asking only customers you think are happy for reviews could violate the FTC Act. The safe approach is to ask every customer the same way, after delivery, with a short thank-you note in the package. See Handling Returns and Reviews: Platform Policies, FTC Rules and Replies That Help.
Make the first orders memorable
- Ship faster than your stated processing time when you can.
- Pack carefully and include a short handwritten note.
- Answer messages quickly and politely.
- Ask for feedback privately; fix whatever the first customers point out.
Repeat buyers are the goal
Etsy’s 2025 annual report shows how much loyal customers matter: habitual buyers, those who spent $200 or more and bought on six or more days in a year, were about 7% of active buyers but about 40% of sales. A new shop’s long-term aim is not one sale but customers who come back. Products that are reordered, gifted or collected, and a shop that is pleasant to buy from, are how you get there.
Track what works
The buyers are out there. The U.S. Census Bureau estimated that e-commerce made up 17.1% of all U.S. retail sales in the second quarter of 2026, seasonally adjusted, and that e-commerce sales grew 12.2% from a year earlier while total retail grew 6.7%. A new shop is not competing for a shrinking pool; it is competing for attention in a growing one.
Shop on your own phone before you promote anything. Etsy reports that 45% of its 2025 marketplace sales went through its app, so most first visitors will see your shop on a small screen.
Keep a simple weekly log: views, favorites, clicks from ads, orders and messages, by listing. After a month, you will see which products and photos draw interest. Put more effort there, and rework or retire the listings nobody looks at. Shipping and fees should be built into your prices from the start; see Pricing Handmade Products: A Formula That Pays You, Covers Fees and Stays Honest.