Etsy.com Peddles a False Feminist Fantasy

• 
• |
• 
• |
• |
• 205

On the site’s user forums, newbies are forever asking if it’s possible to create stand-alone careers on Etsy. They get some encouragement but the answer from most veterans is no. “Technically ... yes,” krugsecologic says, “but I’m a stay at home mom—so REALLY that’s my full-time job. So this is not my family’s only source of income ... thankfully:).” Indeed, many posters admit that their husbands are the main breadwinners, and their work on Etsy amounts to little more than a glorified hobby. (Less than a quarter of the site’s sellers describe themselves as full-time artisans.) Kymsart777 is more blunt: “I would be on welfare! LOL … I wish!” And meringueshop advises flatly: “very few people ... make a full time income from Etsy.” Yet the same thread gets started again and again. (“I'd love to be able to quit my day job and do this for a living” writes beachflowerdesigns, a mother from the Midwest. “I'm going to keep trying though!”) This is the dream that women express over and over on the site

There’s nothing wrong, of course, with women choosing to work part-time or for less than they could earn in other professions. But like those flyers you sometimes see tacked up on lampposts, or late-night television ads, Etsy actively fosters the delusion that any woman with pluck and ingenuity can earn a viable living without leaving her home. Etsy has a business model that’s akin to the lottery’s. It preys on the hopes and dreams of working moms and other women, while delivering genuine financial success to only the very, very few.

Indeed, Etsy has a regular feature: “Quit Your Day Job: 5 Tips from 50 Who’ve Done It (And Counting!)” But this is 50 on a website with 250,000 sellers, and curiously, more than 10 percent are men—perhaps because Etsy goes out of its way to feature their work, or because even crafty men don’t pick up their kids from school quite as often.

Even the success stories don’t seem to be generating all that much income. Rikrak, one of the featured 50, boasts of having had more than 1,500 sales on Etsy since she opened her “store” in 2007. But her wares are mostly small-scale quilts: placemats, napkins, coasters, and the like. The last time I checked, her most expensive item was listed for $21. Many sell for as little as $4.50—meaning the available margins for profit are almost non-existent. Assuming, generously, that every one of these 1,500 sales was for $21, she’s earned just $31,500 in two years—or roughly $15,000 a year—and this is before time and materials and Etsy’s own cut. In her profile, Rikrak says she also sells to boutiques, and credits her presence on Etsy with helping to score some of these accounts. Still, it’s hard to see how, with margins this microscopic, anyone can generate much of a profit on the site.

If anything, Etsy exerts a downward pressure on prices. At the local craft fair, an artist could charge a premium for homemade goods, because the buyer had few options. But Etsy puts the artist in Brooklyn in direct competition with the artist in Dubuque, or London. This forces each one to offer ever more attractive deals. Most artists can’t drastically increase volume (the usual answer to slim margins), because the items are supposed to be one-of-a-kind, not mass-produced, in keeping with the site’s whole ethos.