March 18, 2024 | 3 minute read

The Ultimate Guide to Pricing

Get the smartest, most up-to-date guidance on developing your pricing strategy to reach new customers, increase profits, and grow your business.

Avatar image for Etsy Staff by Etsy Staff
Title image for the article
Want to open your own Etsy shop? Create your shop today!

Note: As an Etsy seller, pricing is at your sole discretion. This means that you are responsible for making your own pricing decisions and are free to set prices as you wish. That said, remember there are also legal considerations to be aware of around pricing and discounting. Sellers cannot mislead consumers on discounted prices. The original price must be a true price that was in practice for a substantial amount of time, so, for example, you can’t artificially increase a price and cut it down just to make it look like you’re running a sale.

There’s no one-size-fits-all approach to building a pricing strategy, especially as a small business owner. An effective pricing strategy goes beyond covering just the direct costs that go into producing your items. Addressing indirect costs that can chip away at your profit margins and working towards your future business plans are also essential.

Pricing for profit is a process that requires experimentation and making changes as you learn more about your target market, measure performance, and track changes in the larger economic climate (like inflation).

In this guide, you’ll learn about the foundations of pricing, budgeting for growth marketing to accomplish your business goals, and evolving your approach over time. Ready to dive in?

Pricing Basics: How to Price for Profit, Conversion, and Growth

Make sure you’re covering expenses and planning for the future with a pricing approach that will help your business grow.

Tools for Growing Your Business—and How to Fit Them Into Your Pricing Strategy

Learn how discounts, advertising, and sales events can help support the goals you have for your shop while protecting your bottom line.

How 4 Successful Shops Use Discounting Effectively

Established sellers share how they're using discounting tools like thank-you coupons and targeted offers to grow their audience and bring buyers back.

How to Increase Your Revenue With Tiered Product Offerings

Attract new customers and encourage multi-item orders with listings at a range of price points.

Tips for Understanding Your Profits and Planning for Growth

Make informed pricing decisions with a clear understanding of your bottom line, so you can experiment, optimize, and invest in your business’ growth.

Easily Estimate Your Profits With Our Profit Calculator

Our simple estimated profit calculator, right in the listing form, helps you decide how to price your items more effectively. Learn more about how it works.

Avatar image for Etsy Staff Words by Etsy Staff

Connect with the community

Looking for a place to share questions and spark new conversations?

Join the conversation in the Forums and get inspired

See more

Latest articles

How to Craft a Killer About Section

How to Craft a Killer About Section

Telling the story behind your business can create a connection with customers – and boost your visibility. Learn how Etsy sellers are doing just that.

The Essentials of Online Advertising

The Essentials of Online Advertising

Advertising is one way to help shoppers discover your products. Get to know the basics of online advertising to accelerate your marketing efforts.

Tools for Growing Your Business—and How to Fit Them Into Your Pricing Strategy

Tools for Growing Your Business—and How to Fit Them Into Your Pricing Strategy

Learn how discounts, advertising, and sales events can help support the goals you have for your shop while protecting your bottom line.

9 Ways to Make the Most of Etsy’s Gifting Shoppers

9 Ways to Make the Most of Etsy’s Gifting Shoppers

We’re working to help bring you even more sales by growing our community of over 90 million shoppers worldwide.