Why Most People Never Start Their Etsy Shop (and How to Fix It)

Starting an Etsy shop sounds exciting—but for most people, it never happens. Why? Because they get stuck on one question:

“What should I sell?”

This is where so many aspiring entrepreneurs stop before they even start. They spend months (sometimes years!) scrolling Etsy, comparing products, stressing over pricing, and convincing themselves the market is “too saturated.”

On my recent guest appearance on the She Built It Podcast with Melanie Barr, I shared why this mindset is keeping thousands of people from ever opening a shop—and the simple shift that can completely change the game.

Don’t Ask “What Should I Sell?” — Ask “Who Should I Sell To?”

Most people obsess over finding the “perfect product.” But the truth is, products come and go. What matters is who you’re serving.

When I started my first Etsy shop, I wasn’t selling to people like me. Instead, I chose to serve a customer with high discretionary income—one who would keep spending regardless of economic ups and downs.

That decision changed everything.

For example:

• I always dreamed of having girls but ended up with two energetic boys.
• Yet my shop sold floral nursery décor for high-end moms—the kind who buy $2,500 cribs from Pottery Barn.
• My $600 floral name walls weren’t for me; they were for them.

This is the secret: choose a profitable customer first, then build your product mix around their lifestyle.

How to Scale from $1K to $50K per Month

On the podcast, Melanie asked me how sellers make the leap from earning a few hundred dollars to tens of thousands a month.

The answer? Grit + strategy.

Here’s what separates the sellers who make it:

• Mindset: The willingness to keep going even when sales are slow.
• Product mix: A variety of listings with different purposes (some drive order volume, others drive revenue).
• Consistency: Testing, refining, and staying the course long enough to build momentum.

One of my students scaled from just $200/month to over $117,000 in a single month with digital products by adding higher-ticket bundles ($200+) alongside her $5 printables. It’s not about just one product—it’s about creating balance in your shop.

The Big Pricing Mistake New Sellers Make

Many artists and makers feel their work is worth premium pricing right from the start. But here’s the hard truth: if you’ve never sold anything before, you don’t yet have the brand equity to charge high prices.

Instead, start by getting sales—even if that means lower margins at first. The momentum, reviews, and customer feedback you gain are worth more than a high initial price tag. Once you’ve proven demand, you can scale your pricing.

Why Niching Down Can Hold You Back

You’ve probably heard the advice: “The riches are in the niches.” And while that can work in some industries, it’s not the best approach on Etsy.

Etsy is a search engine. The more types of products you have, the more search results you can appear in.

For example:

• If you only sell dog products, you’ll only ever appear in dog-related searches.
• But if your customer also has kids or works as a teacher, you can expand your product mix to meet multiple needs—without confusing buyers.

The goal is to serve your customer broadly, not box yourself into one narrow niche.

Real Student Success Story: From 45 Sales to 4,500

One of my favorite stories I shared with Melanie is about a seller in North Carolina. She was a teacher, her husband was struggling with addiction, and she had little kids at home.

Her Etsy shop was stuck at just 45 orders. The photography was weak, and her products weren’t standing out.

We helped her pivot toward a more profitable customer—Stanley Cup collectors. By creating personalized nameplates, she scaled from 45 sales to 4,500 in just one month.

That’s the power of choosing the right customer and product strategy.

The Mindset Shift That Changed Everything for Me

Early in my journey, I had a big decision to make. I was offered my “dream job” at Petco’s corporate headquarters, paying more than I’d ever earned. At the same time, my Etsy shop had just crossed $10K/month.

Everyone told me to take the job—except my gut. And then, right before Christmas, I found out I was pregnant with my first son.

That was the push I needed to go all in on Etsy. I set a goal: replace that $110K salary with profit from my shop. Within months, it became reality.

Why Joy Matters in Business

Today, my business looks very different. I lead a global team of 41, coaching Etsy sellers at every stage—from beginners to multi-million-dollar shop owners.

What brings me the most joy? Building culture within our remote team. We use Slack to stay connected, collaborate, and share laughs—even while working across time zones. Work doesn’t feel like work when you build a business you love.

Want to Build Your Own Etsy Success Story?

If you’ve been sitting on the sidelines, wondering what to sell or how to even start—this is your sign. Stop waiting for the “perfect product.” Start by choosing the right customer and building from there.

I’d love to help you get started:

• Take the Etsy Kickstart Course—my proven system that has helped thousands of students generate over $10M in revenue.
• Explore EtSEO—our Etsy SEO tool that helps your listings get found faster.
• Or book a free call with my team to explore private mentorship for your shop.