3 Myths Every Wedding Stationer, Calligrapher & Creative will Hear Before Opening an Etsy Shop
Confession: I was self-conscious about running my wedding stationery business on Etsy.
It didn’t matter that I had a profitable, six-figure Etsy shop…
Or that my wedding stationery business was featured in Martha Stewart Weddings…
Or that I was beginning to take on more and more high end clients.
I was self-conscious about selling on Etsy because I kept seeing so many negative things about it within the creative community.
Etsy is kind of controversial among stationers, calligraphers, and creatives. It all comes down to three common myths we hear before opening an Etsy shop. But the truth is, many creatives are simply overwhelmed or confused by Etsy. And if they don’t see immediate results, they give up.
So, is opening an Etsy shop worth it? Today, I’m sharing common myths about the platform, so you can gain confidence before opening an Etsy shop.
Myth 1: Etsy buyers are only looking for a deal.
You’ll hear about this myth a lot before opening an Etsy shop. And, as a wedding stationery business owner with clients consistently paying over $1,200+ on Etsy, I can assure you it’s false.
If you start a wedding stationery business, calligraphy business, or creative business online, you’ll get people who want a deal. That’s the nature of many online shoppers.
But as for the others? They’re looking for something unique that they can’t find anywhere else. And they’re willing to pay almost anything to get it.
If you price for profit and if you're firm in your pricing, Etsy buyers will see their value–even bargain hunters.
i. diy vs. handmade
In a previous post, I talked about how Etsy buyers are looking for one of two things: DIY or handmade. Those looking for DIY items expect to pay less. Those who want something handmade expect to pay more.
You'll have bargain hunters in both categories. It doesn't matter what you sell or which type of buyer you target. But, if you price your goods for profit and stay firm in your pricing, you can have a profitable Etsy shop.
ii. etsy cheapens your brand
Is opening an Etsy shop worth it if your products are going to end up next to a cheaper alternative? I hear this a lot in the creative industry, especially if you start a wedding stationery business on Etsy. It's something I've even talked about in a recent post.
Creatives fear their brand looks cheap on Etsy if their products show up next to lower priced items. But I have to disagree.
If you search #weddinginvitations on Instagram, both affordable and luxury wedding stationery companies show up. But you wouldn’t say that Instagram cheapens your brand–right?
When a bride searches “wedding invitations” on Etsy, several options come up–just as it does on Instagram, Pinterest, etc.
As she continues her search, she will narrow it down. If she’s a budget bride, she’ll look for affordable options, like DIY templates. Or if she wants luxury, letterpress invitations, she’ll add that to her search. (If she’s on Instagram, she might go from #weddinginvitations to #letterpresslove.)
By this point, she’s no longer seeing DIY templates in her Etsy searches anymore. Your invitations now appear in results relevant to the luxurious invitation she wants. And your brand won’t look “cheap” when you show up alongside items like yours.
iii. what to do when someone asks for a discount
I often find that creatives are so offended when someone asks for a discount that they lose the sale because they don’t know how to deal with them.
BUT–maybe they aren’t actually “looking for a deal”. Maybe they just really don’t know how much your product really costs, what your skill level is, or how long it takes to create it.
When dealing with a client who wants a discount or doesn’t understand why your item costs so much, first ask their budget. Offer them an affordable alternative if you have one. If they begin to haggle on pricing, politely remind them that your prices are set firm. Find another shop or another solution that will better meet their needs.
But never dismiss someone just because they want a discount or are on a budget. I’ve sold plenty of stationery to clients who initially told me I was out of their budget. If they see value in your product, they will buy it no matter what.
Myth 2: It’s really expensive to have an Etsy shop.
There’s a myth that it’s really expensive to sell on Etsy, and that’s just not true. Let’s break down the fees so you’re clear on how much it costs before opening an Etsy shop.
i. seller fees
According to the Etsy handbook, there are three basic selling fees: a listing fee, a transaction fee, and a payment processing fee. There’s also an advertising fee for sales that come from Offsite Ads. (I cover off-site ads in the next section.) For future reference, you can take a look at updated Etsy fees here.
Each time you publish a listing to Etsy, you are charged a very small fee. The listing expires in four months or when it is sold out.
Once an item sells, there is a 5% transaction fee, including your shipping cost. Etsy also collects a 3% + $0.25 payment processing fee when an item is sold.
ii. offsite ads
Etsy advertises your listings on other platforms as well, like Instagram or Pinterest. If you make a sale from Offsite Ads, you pay an advertising fee.
According to the Etsy handbook, if you made less than $10,000 on Etsy in the past 365 days, you’ll be charged a 15% fee on the order total. If you made at least $10,000, you’ll get a discounted fee of 12%. The Offsite Ad fee will never exceed $100 for an order, regardless of the order total.
Currently, if you make less than $10,000 in sales, you can opt out of Offsite Ads. But once you reach the $10,000 threshold, you are required to participate.
iii. etsy ads (optional)
You can promote your Etsy shop through advertising in Etsy search, but this is optional. It’s not required to advertise on Etsy, and you can have a successful shop without Etsy ads.
iv. membership fee (optional)
Etsy offers a monthly membership program with benefits like a custom web address and discounts from Etsy partners. There is a small monthly fee for this option. But you don’t have to join, and you can have a successful Etsy shop without it, too.
Myth 3: Etsy is a “tough gig”.
Etsy can be overwhelming, especially if you don’t know how to open an Etsy shop strategically. This often leaves creatives burned out and frustrated.
Before opening an Etsy shop, there are a few things sellers are intimidated by…
i. oversaturated market
Etsy can feel crowded, overwhelming, and intimidating, especially since they have over 2.5 million sellers. So, is opening an Etsy shop worth it if you’re going to be competing against that many people?
Yes–and there are two reasons why. If you know how to open your Etsy shop strategically, it can be successful. And, if you hyperfocus on your niche, it’s easier for you to stand out in an oversaturated market.
Bottom line: All Etsy sellers are not selling the exact same item in the exact same way. Yes, there are a lot of people who start a wedding stationery business on Etsy. But there’s something about your product, your process, and your perspective that make it different from any other seller out there.
ii. the algorithm always changes
This is true, sort of–the Etsy algorithm does change. Just like Instagram, Pinterest, and Google. It happens.
But algorithm changes are meant to help you.
The fact is, Etsy benefits when shop owners make more money. They want all sellers to be profitable so that they can be profitable, too. So they make a few tweaks to the algorithm so that everyone benefits–both sellers and buyers.
Algorithm changes can be one of the most overwhelming things about Etsy, but it won’t bankrupt you. Get clear on your niche, focus your flagship product, and learn how to run your shop strategically. Create a refreshing online presence and buyers will find you.
You control how profitable your Etsy shop is–not the algorithm.
One last thing…
Etsy is a great way to start a wedding stationery business, calligraphy business, or creative business. It's easy to open up, gain brand recognition, and put a quick cash injection into your business.
Avoid getting caught up in myths you see online before opening an Etsy shop. Etsy has over 60 million buyers searching for just the right product–and it just might be yours.
