Artists and creators are Etsy’s brand. But those sellers have not been the bread and butter of Etsy’s business for ages.

I still occasionally find small sellers on Etsy whose stuff interests me and I always wonder why they choose to sell via Etsy and I’m sure it’s: because it works and because it’s less hassle than the other options. The traffic to your shop is worth swimming in a sea of knockoffs and doodads. And that’s what you compete with on the internet at large anyway.