It’s easy to guess the most popular online marketplace because it grabbed some headlines here and there, but the second most popular market might not be so obvious. The answer is surprising because it’s an e-commerce site that focuses on handmade or antique items and craft supplies.
What’s particularly interesting is that while major brands are flocking to Amazon as the world’s largest retailer outside of China, Etsy — the second most popular online marketplace — has become something of a holy grail for small businesses.
Etsy is the second most popular online marketplace
Small businesses can really stand out on Etsy, as their unique products often attract a lot of attention. Such companies that are owned and operated by individuals, spouses or friends usually get lost in the shuffle of a giant platform like Amazon. But Etsy has built its own reputation as the home of companies that sell quality customized products that you won’t necessarily find scrolling through all the major brands and retailers selling their prime merchandise through Amazon.
Consumer interest in such a platform and the small businesses promoting it is also encouraging. You might expect Amazon to be the most searched online market across the United States, but research by CenturyLinkQuote revealed that Etsy was actually the most searched in nine states.
Etsy also generated total revenue of $1.7 billion during 2020. That’s a lot less than Amazon’s $21 billion, but still amazing when you consider that 97% of sellers surveyed on Etsy run their businesses from home.
Online Retailer Research Methodology
The research team CenturyLinkQuote is an authorized sales agent for CenturyLink products, and they explained the methodology behind their research: “The team at CenturyLinkQuote.com compiled a list of only 18 online retailers. We identified an ‘Online Only’ status as stores with temporary pop-up sites only or fewer than 15 physical locations worldwide.
From there, we used SemRush to discover the 13 online retailers with the highest search volume. We then used Google Trends to determine which store each state had searched the most in the past year.”
The nine states for which Etsy was the most popular online marketplace include Maine, Minnesota, Missouri, New Hampshire, New Mexico, North Dakota, Rhode Island, Vermont, and Wyoming.
Home of handicrafts and crafts
Etsy’s popularity is likely due to the proliferation of small businesses, especially those specializing in handmade and handmade products. So far in 2021, some of the best selling products on the site include handmade women’s necklace, dog selfies, and even custom-made men’s underwear.
There are also a lot of companies selling one-of-a-kind items, which is hard to find in more mainstream online marketplaces like Amazon. In this way, Etsy is the online shopping experience that is a lot like visiting a physical marketplace to discover all the weird and wonderful items you wanted or didn’t know you needed.