From Etsy Shop to Million-Dollar Business: Dylan Jahraus Shares How to Build Your Own Success Story

When I first started selling on Etsy nearly a decade ago, I had no idea it would change the trajectory of my life and business. What began as a side hustle has grown into a multi-million-dollar e-commerce brand and a global coaching community helping thousands of Etsy sellers achieve real results.

Over the years, I’ve learned that building a profitable Etsy shop isn’t about luck—it’s about strategy, consistency, and knowing your customer better than anyone else.

Recently, I had the opportunity to share my full story and success strategies as a guest on the She Believed She Could™ Podcast with Allison Walsh—a show dedicated to helping women show up, shine bright, and achieve abundant success. We discussed my journey, the power of Etsy as a platform, and actionable steps you can take to start and scale your shop.

Why Etsy Is More Than Just a Craft Marketplace

When I first heard about Etsy, I honestly thought it was like Craigslist for handmade goods. I pictured hobbyists selling crafts, not a powerful search engine with millions of buyers looking for unique, high-quality products.

Here’s what makes Etsy different:

• Customers value customization and quality over speed.
• They are willing to pay more for something special.
• It’s a built-in audience—no need to start from zero traffic.

If you treat Etsy like a serious business and focus on serving a specific customer, it can be the perfect launchpad for long-term success.

Step One: Know Your Customer Before Choosing Your Product

One of the biggest mistakes I see new sellers make is trying to find the “perfect” product first. The truth? Someone is probably already selling whatever you have in mind.

Instead, focus on identifying who you want to sell to.

• What do they value?
• What problems can you solve for them?
• What would they buy repeatedly?

Once you know your ideal customer, you can create a lifestyle shop—a store that serves them through different stages of life or seasons, encouraging repeat purchases and long-term loyalty.

The Truth About “Passive Income” on Etsy

A lot of people come to Etsy looking for quick, easy, passive income. Let’s be clear: it doesn’t start that way.

Your first few months will be filled with hard work—research, creating products, writing listings, optimizing SEO, and responding to customers. My advice is to aim for 100 sales per month in your early stages as a stretch goal. Every listing that doesn’t sell teaches you something valuable about what your audience doesn’t want.

What You Can Sell (Even If You’re Not Crafty)

You don’t have to be a maker or artist to sell on Etsy. Some of the most profitable shops offer:

• Digital downloads (planners, templates, eBooks)
• Print-on-demand products (apparel, mugs, stationery)
• Courses or consulting (yes, you can sell services!)
• Curated gift boxes (“handpicked by seller” category)
• Physical products—handmade, customized, or resold

If you run a coaching or service-based business, Etsy can even work as a top-of-funnel strategy. Offer a low-ticket product—like a $1 digital guide or template—and treat it like an opt-in that leads people to your higher-value programs.

Stay Ahead of Trends—Don’t Follow Them

If you see something trending on Etsy, you’re already 6–8 months behind. That’s why I never rely on Etsy’s trending pages for product inspiration.

Instead, I look for trends in places where they appear first:

• TikTok and TikTok Shop
• Pinterest
• Influencer content, especially lifestyle and “mommy vloggers” like Erin Williams, Tara Henderson, and Dani Austin

Find out who your ideal customer follows online, and watch for what’s catching their attention.

Scaling Means Learning to Hire (Before You’re Overwhelmed)

In my early days, I made the mistake of waiting too long to hire. My husband and I ran our education business alone until we hit $600,000/month—then we scrambled to bring on help.

The problem? Desperation hires rarely work out.

Whether you’re bringing on a VA or an executive, hire proactively, not reactively. The right people will free you up to focus on growth instead of getting buried in daily tasks.

Building Assets for the Long Term

In 2022, I worked with business mentors Alex and Layla Hormozi, who encouraged me to think beyond courses and build assets that could stand on their own. That’s when I created EtSEO—a software designed specifically to help Etsy sellers master SEO and increase their visibility.

Now, my focus is on stabilizing both the software and our coaching programs, growing predictable recurring revenue, and positioning the business for whatever future opportunities come our way.

Should You Go All In? My Advice for Entrepreneurs at a Crossroads

If you’re on the fence about committing fully to your business, ask yourself this:

“If I took the safe route, would I regret it later?”

If the answer is yes, go all in. Pick one thing and give it 100% of your focus. When you split your attention between multiple ideas, you’re only giving each one a fraction of the effort your competitors are putting in.

Remember this: Action creates clarity. You don’t need to have everything figured out before you start—you’ll gain direction as you move forward.

My Biggest Lessons for Etsy Sellers

1. Customer first, product second.
2. Lifestyle shop over one-off products.
3. Look outside Etsy for trend inspiration.
4. Treat Etsy as part of your funnel if you have other offers.
5. Hire early to avoid burnout.
6. Commit fully to one business focus.

Ready to Start Your Etsy Journey?

If you’ve been dreaming about starting—or scaling—your Etsy shop, I’d love to help you take the guesswork out of it.

Start with my Etsy Kickstart Course—the step-by-step system I used to build a million-dollar shop, now used by thousands of students to generate over $10 million in revenue.

You can also join our free community of Etsy sellers and watch behind-the-scenes tips on Instagram and TikTok. And don’t forget to listen to my recent appearance on the She Believed She Could™ Podcast with Allison Walsh for even more actionable Etsy growth strategies.

Your dream shop won’t build itself—let’s make it happen together.