A competitive analysis is a way to identify competing Etsy shops and learn your competitor's strengths and weaknesses in relation to yours. It helps you gauge how to differentiate yourself and refine your strategy.
Conducting a shop analysis can help you:
learn what your existing and potential customers are buying and to what price
learn what you could and should improve
learn what works for your competitors
learn how to expand into a new market.
The powerful Shop Analyzer tool will redefine your view of product and shop research. It has never been this simple or fun to learn from successful Etsy businesses. Use this advantage to learn from the best-selling shops and make more informed decisions when improving or creating your shop or listings.
How to use Shop Analyzer
Step one for using Shop Analyzer is to perform a search. Enter the shop name or URL you're interested in learning more about and hit the search button:
This will take you to the shop report page, which has three sections:
The overview tab contains information about the shop and listing performance. This page is divided into the following sections:
Shop performance metrics
Shop performance metrics
The first thing you'll see is the performance metrics:
Sales - number of sales for the shop
Revenue - estimated revenue for the shop. Note: the revenue estimate is based on the least expensive listing variation, which means that for shops with multiple SKUs with different prices, the estimate is lower than the real revenue number.
Views - the shop’s total views based on all currently active listings.
You can filter these metrics by all time, yearly and monthly by changing the time filter.
The featured products section lists a shop's featured products and gives you a quick understanding of what type of products a shop is selling. You can inspect a listing further by clicking the inspect button.
The shops' stats section includes:
Conversion rate - the estimated conversion rate for this shop
Reviews - total number of reviews and the review rating
Listings - total number of active listings for the shop
Sales per listing - the average number of sales per listing
Admirers - number of admirers for the shop
On Etsy Since - the exact date the Etsy shop was created
The last section of the page is the shop listings. This includes all listings for the shop and here you'll be able to see individual listings metrics. Clicking on a listing opens the sidebar which contains a more detailed view of the listing:
Here you'll be able to see specific details for this listing, including:
Listing title, image, and Etsy link
Sales: estimate monthly and lifetime sales. Learn more about our estimates here.
Revenue: estimated monthly and lifetime revenue.
Price: listing price
Views: total number of lifetime views
Favorites: total number of favorites
Age: number of days the listing has been available
Item type: handmade, vintage, craft supply, digital and customizable item
Tags: the listing's tags
The analytics tab contains more granular data about the shop's performance and strategy. It is divided into the following sections:
Best selling products
Creation details & more
Best selling products & sales distribution
The best-selling products section enables you to easily see how sales are distributed. The Pareto principle states that 80% of consequences come from 20% of the cause. This can often be seen on Etsy as well. Where 20% of listings lead to 80% of sales.
When analyzing a shop this can be useful. It hints at how centralized a shop's sales are, whether they come from a limited number of listings or from a wide variety of listings.
The tag frequency section shows all tags being used for a listing, and metrics associated with that tag:
Avg. sales: average number of sales for all listings that contain the tag
Listings: total number of listings that has the tag
Popularity: the percentage of total listings with the tag
The price section helps you easily identify a shop's pricing strategy. It enables you to see the:
Avg. price: the average price for the shop
Most expensive: the most expensive listing found in the shop
Least expensive: the least expensive listing found in the shop
In addition, it shows you the price distribution in a histogram:
It allows you to see how the shop's items are priced, and how many items a priced in a given price range.
Note: Because of limitations on Etsy's API we are only able to extract data on the least expensive listing variation. This means that if a shop has listings with differently priced SKUS, we only calculate the value for the least expensive variation.
Creation details & more
The creation details look closer at the shop's strategy and identify who made the items and when they were made.
Avg. processing time: The average processing time for all listings. Processing time is the length of time the shop needs to get an order ready to ship or the length of time between when an order is placed until it is shipped.
Customizable listings: Percentage of listings that are customizable, or personalized.
Digital listings: Percentage of listings that are digital.
Supply items: Percentage of listings that are supply items. Craft supplies are tools, ingredients, or materials whose primary purpose is for the creation of an item or special occasion.
The listing categories section breaks down what categories are the most popular for the shop. It enables you to quickly see what categories more shop items are listed in, and metrics associated with that category:
The About tab contains general information about the shop and seller. It contains the following sections:
Shop owner & Shop About
The shop owner about section provides details on the owner and shop:
These are normally details you would find on Etsy as well, but made easily accessible here.
Shop details & policy
The shop details section contains both publish and hidden Etsy shop data:
Announcement: Most recent Etsy announcement
Message to Buyers: The message is included on receipt pages and in the email buyers receive when they purchase from the shop.
Digital Message to Buyers: If the shop sells digital items, this is the message on the Downloads page for digital orders. It applies to all digital listings purchased from the shop.
Furthermore, you can see the shop's policies some of which are explained in more detail here:
Free delivery guarantee: If a shop has enabled free delivery guarantee or not. A free delivery guarantee lets shoppers in the US know that they won’t pay added postage costs on orders totaling 35 USD or over that are delivered within or to the US. This policy provides priority placement in US searches.
That's it for this feature explainer. Feel free to reach out to us if you have any questions!