How to Move from Etsy to Your Own Website (Without Losing Customers)
- builtbyhstudios
- Jul 22
- 9 min read
Updated: Jul 24
Moving from Etsy to Your Own Website: Grow Your Brand (One Doable Step at a Time)
You don’t have to abandon a successful Etsy shop to build a brand that’s fully yours. In fact, the smartest path for most makers is Etsy and your own website - working together.
Etsy brings built‑in shoppers; your website builds long‑term equity: brand recognition, repeat buyers, email subscribers, data you control, and better margins.
This expanded guide builds on the original post you shared and folds in battle‑tested tips from experienced sellers who’ve walked the Etsy‑to‑site path. We’ll tackle the fears (“Will I lose traffic?”), do some fee reality‑checks, map out a low‑stress phased build, and cover practical ways to lead Etsy customers back to your home base.
Let’s get you growing — without burning down what’s already working.
Quick Win Mindset
You’re not starting over. You’re graduating.
Etsy gave you proof of concept, reviews, and revenue. Your website lets you build on that momentum.
Think of the move in phases, not an overnight flip. Each small milestone gives you something useful, a domain on your packaging, an email list you own, a simple landing page you can promote from socials, long before your full shop is live.
Why Etsy Isn’t Everything (Even If It’s Where You Started)
Etsy is brilliant for launch: traffic, trust signals, and a ready‑to‑buy audience. But as you grow, the limits show up.
A website gives you:
Full brand control. Fonts, colours, layout, storytelling, make it feel like your brand, not a booth in a giant craft mall.
Better margins + fee clarity. Marketplace fees add up. With your own site you have predictable platform + payment fees, often lower per order, especially on higher‑value carts or bundles.
Own your customer relationships. Build an email list, segment, follow up, and launch new products without hoping an algorithm shows your listings.
Room to scale & experiment. Add digital downloads, subscriptions, workshops, wholesale info, preorders, memberships, or a blog, no marketplace rulebook in your way.
Business resilience. If a platform raises fees, pauses payouts, or suspends listings, you still have a place to sell.
Search visibility you control. With your own domain you can build Google traffic over time, optimise content, and capture searches for your brand (including people Googling your Etsy shop name!).
An asset you own. Domains, site traffic data, and customer lists all add to the value of your business, useful for partnerships, loans, or an eventual sale.
Bottom line: Etsy is a sales channel. Your website is a business asset. Use both.
“But Won’t I Lose Traffic?” Let’s Reality‑Check That Fear
Short answer: your Etsy traffic won’t magically follow you, unless you lead people. But you also don’t need to replace all Etsy traffic on Day 1
Here’s what typically happens:
Traffic doesn’t disappear, it just needs redirecting. Packaging inserts, email signups, loyalty rewards, “website‑only” bundles, and consistent mentions in your content all help retrain customers.
Platform Cheat Sheet: Which One Should You Use?
Here's a quick comparison of platforms
My take: Start where you’ll actually publish. A “good enough” site that’s live beats a perfect one that never ships.
A Phased Roadmap: From Etsy‑Only to Website‑Powered Brand
You can stretch these phases over weeks or months depending on your schedule. Finish one, take a breather, keep selling, then move to the next.
Phase 0 – Set Your Intention & Deadline
Pick a realistic finish line for your first milestone (not the whole build). Example: “Landing page live by 15 September.” Put it in your calendar.
Phase 1: Claim Your Domain + Launch a One‑Page Site
All you need at first:
Brand name, short intro, and what you sell.
3–6 hero product photos.
Link to your Etsy shop (“Shop on Etsy while I finish my site”).
Email signup form (“Get launch day discount + exclusives”).
Contact or enquiry form.
That’s it. You now have a URL for packaging, craft fairs, Instagram bio, invoices, email signatures.
Phase 2: Add Email Marketing (Non‑Negotiable!)
Your list is how you move people off rented platforms.
Choose a provider (Klaviyo, MailerLite, Flodesk, ConvertKit - pick the one you’ll use).
Create a simple welcome freebie: mini printable, discount code, care guide, playlist, pattern swatch, anything aligned with your products.
Embed signup forms site‑wide; add a pop‑up timed for exit intent or scroll depth.
Mention the list in every Etsy order insert: “Join my studio list for freebies + early drops.”
Phase 3: Build Your Core Pages
Layer in the essentials so your site begins to feel like a brand home:
Home (featured products, brand promise, opt‑in).
About (your story; include your Etsy origin for trust).
Shop / Catalog Preview (can link to Etsy while you load products).
Contact (form + email).
FAQs (shipping, returns, “Are you the same shop as [Etsy name]?”).
Policies (be transparent as it builds trust fast).
Optional: Blog, Wholesale, Custom Orders, Media/Press Kit.
Phase 4: Import Social Proof & Sync What You Can
You’ve earned those Etsy reviews, use them.
Export or screenshot top reviews (get permission where needed) and feature them on product or testimonial pages.
Use review apps that let you mark reviews as “Verified Etsy Buyer.”
Consider sync/integration tools (varies by platform): Etsy Integration, Trunk, Etsify, marketplace sync apps in Shopify app store, or WordPress plugins that embed Etsy listings.
Start measuring traffic with Google Analytics / GA4 + Search Console.
Phase 5: Turn On On‑Site Checkout
When you’re ready:
Add products (copy/paste from Etsy to save time).
Group variations/bundles for higher cart value (improves margin vs. Etsy fees).
Connect payments (Stripe, PayPal, platform gateway).
Test cart, tax, and shipping before launch.
Phase 6: Market, Migrate & Optimise
Now shift buyer behaviour gradually:
Website‑only bundles, colours, or limited drops.
Loyalty rewards redeemable only on your site.
Post‑purchase email from Etsy thanking them & inviting them to join your list (stay inside Etsy’s policy: inform, don’t steer mid‑transaction).
Seasonal promos announced to your email list first.
Fee Math: When Does a Website “Pay for Itself”?
Marketplace fees feel small until volume rises. A quick way to frame it for readers:
Break‑Even Check: What sales total per month would cover your website platform + apps + payment processing, and equal what you’d otherwise pay in Etsy listing + transaction fees for those same orders?
Example logic (numbers fictional; plug in yours):
Shopify Basic £25/mo + avg 2.5% card fee.
Etsy effective fee load ~6.5% + listing fees + ads (varies).
If you move £500/mo of orders from Etsy to your site, you may already be ahead (especially with higher AOV bundles).
Encourage readers to run their own spreadsheet; it’s motivating.
Use Etsy as a Lead Generator (Without Breaking the Rules)
Etsy restricts steering buyers off‑platform in listings, but you can still plant seeds ethically and professionally.
Do:
Include your brand URL on packaging inserts, care cards, and thank‑you postcards.
Invite buyers to join your email newsletter for exclusives (email is neutral territory).
Mention in FAQs on your site that you also sell on Etsy (helps Google searchers connect the dots).
Share behind‑the‑scenes content on socials that points to launches happening on your site first.
Don’t:
Tell shoppers in Etsy messages to “buy direct here to save fees.” (Feels negative + risks policy issues.)
Guilt customers for shopping on Etsy.
Soft Funnel Example:
Buyer purchases on Etsy.
Order ships with a beautifully branded insert: “Thanks for supporting my small studio! Grab your free care guide + launch day discounts — sign up at yourwebsite.com
Email welcome sequence delivers freebie → showcases website exclusives → first‑order code.
Incentives That Nudge Buyers to Shop Direct Next Time
Make it a perk, not a lecture.
Website‑only colours/prints/sizes.
Bundles or multi‑packs (save on fees + encourage bigger carts).
Mystery boxes / seasonal kits offered only on your site.
Loyalty stamps or digital reward points (Etsy orders count as 1; website orders earn 2X?).
Unlockable extras: “Your last order unlocked a free mini downloadable — claim it on my site.”
Subscriber pricing / VIP early access for email list members.
Build Trust Fast on Your New Site
Remember: on Etsy, trust is borrowed from the marketplace. On your own site, you need to show it.
Trust Builders:
Import/testimonials from real customers (mark which came from Etsy).
Clear product photography (multiple angles; scale references; lifestyle + detail shots).
Shipping + returns explained in plain language.
Contact options that feel human (photo of you; response time promise).
Secure checkout badges + familiar payment options.
“As seen on Etsy” or “Trusted by 160+ 5‑star customers” badge (use rounded numbers if dynamic counts stress you).
Marketing Your Website: What Actually Moves the Needle
You don’t need to be everywhere. Pick 1–2 channels to start.
Always‑On Basics
Your URL in every bio, email signature, invoice, packaging insert, and craft‑fair sign.
Repeating content reminders (“New drop lives on my site Friday”).
Visual brand cues: print your URL on stamps, tissue, backdrop boards, or even your workspace wall visible in videos.
Email Engine (Core Growth Driver)
Welcome sequence: story → bestsellers → exclusive offer.
Launch announcements: early access for subscribers.
Seasonal campaigns (holidays, new collections, gift guides).
Content & SEO
Blog posts answering buyer questions (“How to care for polymer clay earrings”).
FAQ pages that include your Etsy shop name for search capture.
Alt text + descriptive titles for product images (Google loves clarity).
Collaborations & Community
Partner with complementary makers for bundle drops.
Guest on podcasts or YouTube channels in your niche.
Run joint giveaways (“tag a friend” style) to grow your list.
Ads (Optional, Start Small)
Retarget past visitors or abandoned carts.
Boost high‑performing posts near launch.
Use promo ad credits (Google, Meta) when available.
What to Move Where? (Channel Strategy Cheat Sheet)
Tracking What Matters (So You Know It’s Working)
Set up analytics from the start — even on your one‑pager.
Track:
Traffic by source (social, search, Etsy referrals, email).
Email list growth per month.
Conversion rate (visits → orders) on site vs Etsy.
Average order value (AOV) — especially for bundles.
Repeat customer rate by channel.
Fee savings: (Etsy fees avoided on migrated sales) – (site platform + app costs).
Seeing progress in numbers keeps motivation high — and helps you decide when it’s safe to reduce Etsy listings.
When (and Whether) to Scale Back Etsy
You never have to close Etsy if it’s profitable. Many established brands keep:
A slimmed‑down Etsy “sampler” catalogue for search discovery.
Bestseller evergreen listings that drive new eyeballs.
Clear profile text: “Full collection at YourBrand.com.”
Consider reducing Etsy dependence only after:
30–50% of monthly revenue comes from your site or other channels.
You’ve built an email list that reliably converts launches.
You understand your fee breakeven and profit mix.
If you do a full move later, update Etsy banner: “We’ve moved! Shop the full range at yourwebsite.com Put shop in vacation mode but leave past reviews visible for social proof.
How I Can Help (Packages)
If building a site still feels like a lot, that’s exactly why I created done‑with‑you and done‑for‑you support tiers:
Sprout Site
Perfect if you’re ready for Phase 1–3 fast: domain, branded one‑pager, email opt‑in, and core pages set up so you can link from socials immediately.
Brand Roots
Go deeper: full multi‑page site, on‑brand styling, product catalog setup, review import strategy, lead magnet + email sequences, and a migration plan to integrate your existing Etsy audience.
Not sure which fits?
Send me a message with your Etsy link + what you sell, and I’ll point you in the right direction.
Your Next 7 Action Steps
If you want momentum this week, do these (they compound fast):
Choose & register your domain.
Stand up a one‑page landing site
(photo, intro, link to Etsy, email signup).
Add that URL everywhere
(Instagram bio, TikTok link, packaging inserts).
Pick an email platform and create a simple sign‑up incentive.
Export 5 of your best Etsy reviews and prep them as testimonials.
List 1 website‑only bundle (even if it’s a preorder).
Announce your new home on social:
“I’m building something! Join the studio list for launch goodies.”
Done beats perfect. Every step builds leverage.
Final Thoughts: You’re Ready to Grow
Moving from Etsy to your own website isn’t about walking away from what’s working, it’s about owning more of the success you’ve already created. Start small, build steadily, and invite your customers along for the ride. They’ve already shown up for you on Etsy. Give them a home they’ll want to return to again and again.
Unsure about doing it alone, let’s build it together!
When you’re ready, explore my Sprout Site and Brand Roots packages, or just reach out and tell me where you’re stuck. I’ll help you take the next step.
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