You Don’t Need 100 Products to Succeed on Etsy

What’s the minimum number of listings you need?

Author

Miroslav Novohradsky
May 04, 2025

You’ve got ideas. Maybe even a few designs are ready. But every time you open Etsy’s backend, you freeze.

“How many products do I need before I launch? Should I wait until I have 20? Or 50? Will buyers take me seriously if I only have five sad listings sitting there?”

So you wait. You tweak. You stall.

But here is my own experience: waiting until you have “enough” products is the exact thing keeping you invisible.

Because success on Etsy? It’s not about hitting some magic product count. It’s about creating the right products for the right audience — and the number you need depends entirely on the kind of shop you’re building.

And that’s what no one’s telling you.

→ How many products is actually enough to look credible?

→ How many do you need to attract buyers?

→ And when does “adding more” stop helping and start hurting?

Let’s clear the confusion.

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Digital Downloads: Less Is More

If you’re planning a digital download shop — think planners, printables, templates — then you can launch with as few as 5 to 10 well-researched, high-demand products.

Yes, you read that right.

Not 50. Not 100. Five.

Why? Because with digital products, each listing can serve as a traffic machine on its own. Etsy’s search engine favors keyword-rich, evergreen listings that meet consistent demand.

But here’s where most new sellers mess up: They upload 20 random designs and hope something sticks.

That’s not a strategy. That’s a gamble.

I believe that every single product needs to target a clear niche, solve a specific problem, and use keywords people are actively typing into Etsy’s search bar.

For example, you’re selling printable wedding invitations. You’ve got one minimalist design, one rustic design, one boho design, one gothic design, and one rainbow unicorn design (because why not?).

You’re spreading yourself too thin across wildly different audiences. And Etsy’s algorithm won’t know what your shop’s about.

Here’s what works better: five stunning, cohesive designs that appeal to the same couple, just with slight variations — different color schemes, or slight wording tweaks.

Now your shop looks intentional. Etsy sees you as a niche expert. And buyers trust you more.

Digital shops win with depth, not breadth. Five killer listings > 50 mediocre ones.

Print-On-Demand Stores: You’ll Need More

Planning a print-on-demand (POD) store? Selling t-shirts, mugs, tote bags printed by a fulfillment partner?

Here’s where quantity matters a bit more.

Why?

Because POD products are highly competitive and buyers expect variety. Imagine a customer clicks your shirt listing… but sees nothing else that catches their eye. They’ll bounce to the next seller with 100+ options.

In POD, every product is like bait in the water.

But you don’t need 300 items to be effective.

A solid print-on-demand Etsy shop can launch with 20-30 listings, as long as they’re tightly targeted to a specific niche.

Let’s say you’re targeting cat moms.

Twenty shirt designs around that theme — funny cat quotes, aesthetic cat illustrations, “proud cat mom” slogans — is way more powerful than twenty random animal graphics.

Here’s what happens when you start focused:

  • Buyers see your shop as a cat-lover’s paradise.

  • Etsy knows exactly what keywords to associate with you.

  • You’ll cross-sell more easily (“Love this tee? Check out the matching tote!”).

The mistake? Trying to sell to everyone.

I’ve seen POD shops offering “funny cat shirts,” “Christian mugs,” “Halloween hoodies,” and “grandpa fishing hats” all in one place. It confuses customers. It confuses Etsy.

Pick a lane. Own it. Then expand strategically.

In POD, 20-30 highly relevant products beat 100 unfocused listings. Every time.

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Handmade or Physical Product Shops: More Variety Can Help… But Only If Strategic

What if you’re selling handmade jewelry? Candles? Ceramics?

Physical product shops need a bit more upfront variety to look credible. No one wants to walk into a jewelry store and see… three necklaces.

It raises questions: “Is this a new shop? Can I trust them? Is this all they make?”

You’ll want at least 15-20 products to create a “full shelf” experience — enough to show you’re serious, but not so many that quality or consistency drops.

But don’t fall into the trap of cranking out variations just to hit a number.

Every product should:

  • Be photographed professionally

  • Match your brand aesthetic

  • Fit within a clear collection or style

You’re not just listing items — you’re building a brand story.

Ever walked past a stall at a craft market and stopped because everything felt cohesive? Same principle.

For handmade shops, aim for 15-20 listings at launch — but focus on a curated, consistent collection, not a random assortment.

What’s the Minimum Number of Listings You Need?

It depends on your shop type.

Here’s your cheat sheet:

  • Digital products: 5-10 highly targeted listings

  • Print-on-demand: 20-30 niche-specific listings

  • Handmade/physical: 15-20 cohesive, branded listings

Anything less than this risks making your shop feel empty, untrustworthy, or irrelevant in Etsy’s search.

But more isn’t always better.

I’ve seen sellers upload 100+ listings only to get zero sales. All because they focused on quantity instead of keyword strategy, market demand, or audience connection.

A shop with 50 generic products won’t outperform a shop with 10 irresistible, well-marketed products.

It’s not a numbers game. It’s a relevant game.

But Should I Wait Until I Hit That Number?

Absolutely not.

You don’t need to “finish” your shop before you open it.

You need to start.

Etsy rewards active shops — shops that add new listings regularly, update tags, and tweak photos.

Waiting until you’ve made 30 products is a form of procrastination dressed up as preparation.

Open your shop with what you’ve got, then build momentum.

Every listing you add later becomes an opportunity to promote, to refresh your shop, to bring new traffic.

Your first five products probably won’t be your best. You’ll learn what sells, what photos work, what keywords convert — by doing, not by planning forever.

Perfection isn’t the goal. Progress is.

You don’t need a huge inventory to launch an effective Etsy shop.

You need:

  • A clear niche

  • Well-researched, intentional products

  • Enough listings to make your shop look alive, but not so many you dilute your focus

The magic number?

→ Digital shop? Start with 5-10.

→ POD shop? Start with 20-30.

→ Handmade shop? Start with 15-20.

Launch. Learn. Improve.

Your first sale isn’t waiting for your 50th product. It’s waiting for your best product.

Have a wonderful day,

Miroslav from The Design Nexus

TOOLS YOU SHOULD TRY

Even if you sell products other than mugs or t-shirts, it doesn't mean it will cost you more.

There are tools that can help you with the tasks, and most of them have free versions.

Disclaimer: Within the article, you will find affiliate links. If you decide to purchase through these links, I want to sincerely assure you that I will receive a commission at no extra cost to you.

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