Brooke Martin
Etsy is a great place to sell original print-on-demand products like candles, with around 96.5 million people trusting and shopping on the platform. However, it is a saturated marketplace, and it can be difficult to stand out. One of the challenges of selling candles on Etsy is that they are heavy, which means shipping costs are high for the customer. To be successful, it is important to study the competition, look at their storefronts, the cost of their candles, and how they market their shop. Product photography is also key, as Etsy is a very visually-driven site.
| Characteristics | Values |
|---|---|
| Number of Etsy shoppers | 96.5 million |
| Ease of setup | High |
| Visibility | Low |
| Product photography | Essential |
| Product descriptions | Important |
| Samples | Encourage repeat buyers |
| Advertising | Essential for growing a small business |
| Competition | High |
| Eco-friendliness | Important to buyers |
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What You'll Learn
Etsy is beginner-friendly and has a large customer base
Etsy is a beginner-friendly platform with a large customer base of around 96.5 million people. It is a great place to sell original print-on-demand products like candles, and you don't need any special skills to set up an Etsy shop. It is also much quicker than setting up your own website. Etsy provides a step-by-step guide on how to get started in their Help Center.
When setting up your shop, you will need to tell Etsy about your business, including shop preferences such as language, country, and currency. You can then browse the Printify Catalog for ready-made candles with customizable labels and scents like Clean Cotton, Vanilla Bean, and Apple Harvest. You can design your own labels without needing graphic design skills using the easy-to-use Product Creator, AI Image Generator, Text Editor, and Pattern Tool.
Once your shop is set up, you can start thinking about how to make your products stand out in a saturated market. Etsy is a visually driven site, so excellent photography is essential to catching your customer's eye. You can include multiple images from different angles and lifestyle settings to help potential customers imagine the product in their homes. You should also consider including small samples in your orders, such as wax melts, to encourage repeat buyers.
It is important to study the competition by looking at their storefronts, costs, and marketing strategies. Check buyer reviews to identify customer likes and dislikes, and continuously reassess the market conditions to refine your strategies. Advertising is essential for growing your business, and while social media and content marketing can raise brand awareness, investing in paid ads and Etsy Ads campaigns is also crucial.
Etsy is a solid platform for new businesses to get their feet wet with selling online, and with a large customer base, it provides an opportunity to build your brand and reach a new audience.
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Pros and cons of selling candles on Etsy
Pros
- Etsy is a trusted platform with over 45 million active buyers in 2019 and 96.5 million shoppers as of 2025.
- It is beginner-friendly and does not require any special skills to set up an Etsy shop. It is also quicker than setting up your own website.
- Etsy is a good fit if you want to get your online shop up and running quickly, feel overwhelmed by the options for selling online, or are not ready to invest resources into a custom website.
- Etsy has a simple setup process and walks you through the entire process.
- Etsy has low fees, including a $0.20 listing fee per listing, which is automatically renewed upon sale or after four months.
- Etsy offers access to a large customer base and is a popular marketplace for makers and buyers of handmade products, crafts, and vintage items.
- Etsy allows you to sell print-on-demand products like candles without managing stock, shipping, or production.
- Etsy provides keyword tools like EtsyHunt, Alura, and eRank to help you analyze and optimize your shop for greater success.
- Etsy is a good platform to test out new product lines, container styles, or scents without making significant changes to your website.
Cons
- The candle market on Etsy is saturated, and it can be difficult to stand out and gain visibility.
- The low fees on Etsy can add up quickly, especially when considering the listing fee, transaction fee, shipping fee, and other region-specific and optional fees.
- It may be challenging to justify a higher price for your candles in a market where many options are available for $3-$4.
- There is a safety aspect to consider when selling candles, including the use of specific containers, the right ingredients, and ensuring no flammable additives are included.
- Insurance is recommended when selling candles to protect against potential lawsuits in the event of a malfunction, such as broken glass or flare-ups.
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How to stand out on Etsy
Etsy is a beginner-friendly platform with about 96.5 million shoppers, making it an excellent place to sell original print-on-demand products like candles. However, the marketplace is saturated with candle businesses, so you'll need to stand out to be successful. Here are some tips to help your Etsy shop pop:
Branding and Product Development
Stay true to your brand and unique vision. Use your mistakes as learning opportunities to refine your product line and make your shop more successful in the long term. For example, if you're offering customisation, set parameters to ensure it's profitable.
Market Research
Study the competition by looking at their storefronts, prices, and marketing strategies. Evaluate shops consistently and continuously reassess the market conditions to refine your approach. Identify their weaknesses and build a better shop. For example, if a lot of candles are sold in aluminium tins or glass jars, you could offer unique packaging to justify a higher price.
Product Photography
Create high-quality photos that reinforce your brand. Maintain your brand identity in every picture, from colour palettes to typography and mood. Make your shop cohesive by using the same backgrounds for product photos. You can also create your own product mockups or order product samples and take your own pictures.
Product Descriptions
Since you're selling scented candles, your descriptions will be crucial. Sell the scent by describing it well, and consider including scratch-and-sniff samples in your orders to encourage repeat buyers. You can also include cute text or personalisation, such as "wedding candle" or "candle for mom".
Customer Service
Encourage reviews by responding quickly to customer questions and providing a pleasant shopping experience. You can also increase your conversion rate by improving your listings' ranking in search results.
Shipping
Consider offering free shipping to improve your ranking and encourage buyers to complete a purchase.
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Product photography and descriptions
Product Photography
Product photos are essential for driving sales and giving customers confidence in their purchases. You can add up to 10 photos per listing on Etsy, so make sure you take advantage of this and showcase your candles from multiple angles. The first photograph should be a clear, eye-catching image that draws shoppers in. Consider including a lifestyle shot, which helps buyers imagine what it would be like to own and use your product. For example, you could show a candle lit up on a table, creating a relaxing atmosphere.
Use a variety of photo styles to convey different information about your product. For instance, studio shots on a plain background with good lighting are great for showing off the unique design of your candle clearly. You could also try mixing and matching different styles, such as including close-ups of the wick or a photo of the candle's warm glow.
Product Descriptions
Craft compelling descriptions that resonate with your target audience and include relevant keywords and phrases to boost your search engine visibility. Focus on the core characteristics of your product, such as scent, materials used, burn time, and any unique features, like natural ingredients or eco-friendly packaging.
Make sure to include exact measurements, colours, and any limitations of the product. For example, if you offer personalised labels, be clear about any character limits. Be honest and stick to the facts to build trust with your customers.
Finally, include a sweet 'thank you' message at the end of your listing to humanise your shop. You could also offer a small sample of your candle scent with each order to encourage repeat buyers.
Good luck with your candle business!
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Advertising and Etsy Ads campaigns
Etsy is a great platform for selling candles, with 96.5 million shoppers already trusting and using the platform. However, the marketplace is saturated, so it can be difficult to stand out and gain visibility. To overcome this, you can invest in Etsy Ads campaigns and advertising to promote your candle business. Here are some tips for an effective advertising strategy:
Product Photography:
High-quality images are essential for attracting customers to your candle listings. Include multiple images of your candles from different angles, showcasing the product details. Use a lifestyle setting for some photos to help potential customers imagine the candle in their own space. You can also utilise graphic design tools like Canva, Pixlr, and Adobe Photoshop to enhance your product images and create eye-catching designs.
Study the Competition:
Analyze other candle sellers on Etsy to understand their strategies. Evaluate their storefronts, pricing, and marketing approaches. Pay attention to buyer reviews to identify customer likes and dislikes. Continuously reassess the competition and market conditions to refine your own strategies. For example, you can identify unique features that your candles can offer, such as eco-friendliness or specific scents like lavender citrus.
Variations and Descriptions:
If you offer multiple variations of your candles, such as different fragrances or sizes, list them all in one product listing with a drop-down menu. This simplifies the customer experience. For scented candles, focus on selling the scent through your descriptions. Use descriptive and appealing language to convey the aroma accurately. You can also offer small samples with orders to encourage repeat buyers.
Etsy Ads Campaigns:
Take advantage of Etsy Ads campaigns to increase the visibility of your candle listings. Choose a specific listing to promote, and Etsy will display it in search results, categories, and market pages. This is a form of paid advertising that can boost your shop's exposure to potential customers.
Social Media Presence:
Build your brand and customer base by utilising social media platforms. Share content and engage with your target audience to raise brand awareness. Social media can be a powerful tool for connecting with customers and driving traffic to your Etsy shop.
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Frequently asked questions
Etsy is beginner-friendly, allowing anyone to create a successful candle business. It has a built-in market of around 96.5 million shoppers worldwide, and it's a great place to sell original print-on-demand products like candles. Etsy is also a good fit if you want to get your online shop up and running quickly and easily without investing lots of time and money.
Etsy is a visually-driven site, so make sure you have excellent product photography from multiple angles, including some lifestyle images. You should also study the competition and look at their storefronts, the cost of their candles, their marketing strategies, and customer reviews. Based on your findings, adjust your approach to fill gaps in the market. You should also invest in paid advertising.
The marketplace is saturated, so it can be difficult to stand out and gain visibility. Etsy's low fees can add up quickly, and the company regularly changes its fee structure. Candles are also heavy, which means higher shipping costs for the customer.
Make sure to have a range of products with multiple variations, such as different fragrances, and list them all in one product listing with a drop-down menu. You should also have polished branding and be receptive to what is resonating with your customer base. If you're selling scented candles, your descriptions will be very important, so sell the scent and consider including small samples in your orders.
