An exasperating question tends to reappear in Etsy Forums: “Opened shop a week ago – zero sales. What’s wrong?!” This bias betrays a culture looking for instant results; one that willfully does not care to understand the slow incremental achievement required to transform Vision into Realization.
Yeah, it would be sweet if all you needed to do to sell your crafts was make them and publish product listings. But Etsy is NOT a marketing engine. Its goal is NOT to drive traffic to your particular shop. Etsy is a marketplace. It seeks the buyer, and it serves the buyer.
For the seller, Etsy is a set of tools and resources: a web presence; an online cart; a community of fellow crafters. The rest – branding, marketing, making yourself available to your ideal clients – remains on the seller’s shoulders. So let’s use Etsy for what it is: an aid, not a shortcut.