Picture this: you’ve built a thriving Etsy store filled with digital products that ring in thousands of dollars in passive income every month. Then one day, you wake up to an email that your store has been shut down overnight and there’s nothing you can do about it.
Poof. Gone.
Just like that. All those listings, all that work, all that revenue – gone.
You try to appeal, you beg and plead but the decision is final. Your store and everything with it gone.
Now what?
The decision to scale your service-based business with digital products is a brilliant but big one requiring a lot of planning and intention. In your journey to launch your new products, odds are you’re going to start debating which platform you should build your site on first: Etsy or your own website.
If you value control and independence in your business you may want to think twice before starting an Etsy shop to sell your digital products.
I know you’re about to argue with me and say, “But Sarah, with Etsy picking up the tab for traffic and marketing to the platform isn’t that the easiest way forward?”
I can 100% see how and why you would believe that myth but that’s because you’re not seeing the whole picture yet.
Myself and millions of former Etsy sellers have learned the hard way about the true untold costs of the platform and now I’m pulling back the curtain so you don’t have to.
Don’t get me wrong I still love Etsy as a secondary sales channel and a customer but before you waste months or years of your life building a store to have it instantly deleted, you better read this post closely.
Also, if you care about the wellbeing of other creators and their businesses, please do us all a solid and share or pin this post for me. Thanks, bunches!
The Pros Of Etsy
As I said, I’m not an Etsy hater. More like an Etsy realist. I use the platform regularly for various reasons and I think it’s a worthwhile contender to become a secondary sales channel. So before I spill the secrets Etsy doesn’t want you to know, let’s review the very real pros of the platform.
- Etsy spends money to promote their platform
- You might scoop up small levels of awareness for free from Etsy promos
- Trusted platform with built-in buyer base
- Etsy will prompt abandoned carts and favorites to return
- Collecting reviews is semi-automated by Etsy
Keep in mind that if you use WordPress (its just as easy to build on) to build your website, you can use plugins and automations for abandoned carts or collecting reviews.
The Cons Of Etsy vs. Your Website
I want to emphasize that these are based on both personal experience and what I have witnessed with countless other digital product sellers that had their primary or only store on Etsy.
- They can take down your store at any time
- You need a bare minimum of 500 listings to start getting found (depending on your level of design experience that can take 2+ years)
- Etsy likes to change the formatting of listing photos costing hundreds of hours each time
- Spammy customers that steal products
- It doesn’t save you on data entry or listing upload time at all vs. a WordPress website or even Canva and square setup
- Every product you list builds Etsy’s SEO not yours
- You still need to do a logo, branding graphics, posts and manage sales daily with Etsy
The Decision to Choose: Why Your Own Website Wins
Understanding the cons of Etsy is crucial, but recognizing the power of hosting your digital products on your own website is game-changing. Here’s why having your own site isn’t just an option but a necessity for serious digital product sellers.
Control Over Your Brand and Customer Experience
Your website offers unparalleled control over your brand narrative and customer experience. Unlike Etsy, where your store looks pretty much like everyone else’s, your website can be a true reflection of your brand’s uniqueness. This customization extends to the customer experience, from browsing to checkout, allowing you to create a seamless and memorable journey that can significantly boost customer loyalty and repeat business.
Direct Relationship with Your Customers
When you sell on your own website, you have direct access to your customers. This means you can collect emails, send out newsletters, and even create personalized offers without third-party restrictions. Building a direct relationship with your audience fosters trust and long-term engagement, turning one-time buyers into lifelong fans.
Full Control Over Your SEO
Owning a website means you have the reins when it comes to search engine optimization (SEO). By using strategic keywords, optimizing your site’s speed, and regularly creating valuable content, you can rank higher in search results. This visibility brings in organic traffic, which is not only free but often converts better since it’s targeted. Every piece of content you create builds your site’s SEO, not someone else’s platform.
Higher Profit Margins
While platforms like Etsy charge listing fees and take a cut of each sale, selling on your own website means you keep a larger share of the profits. Yes, there are costs associated with website hosting and maintenance, but these often pale in comparison to the cumulative fees of marketplace platforms. Additionally, the ability to upsell or cross-sell products on your own site can significantly increase your average order value.
Integration and Automation
Your website can be integrated with various tools and platforms, streamlining your operations and automating tasks like email marketing, product delivery, and customer service. These integrations not only save you time but also enhance the customer experience, making your business more efficient and professional.
Making the Leap
Transitioning to your own website might seem daunting, but the long-term benefits far outweigh the initial effort. Platforms like WordPress, Shopify, or Squarespace have made it easier than ever to create a beautiful, functional site without needing to code. And with countless resources available online, from tutorials to professional services, you’re never alone in this journey.