Selling

There's no perfect formula for where to sell. Most makers end up mixing and matching depending on their products, their schedule, and what stage they're at. Here are the four main channels worth knowing.

Selling Online

Online is usually the first place makers start. It gives you access to customers well beyond your local area, and you can be up and running fairly quickly. The main decision is whether to sell on a marketplace, build your own website, or both.

Etsy

The most popular starting point for handmade sellers. The audience is already there and looking for handmade products. Setup is fast and the learning curve is low.

What you'll pay (US sellers):

$0.20 listing fee per item, renews every 4 months or when it sells
6.5% transaction fee on the full order total, including shipping
3% + $0.25 payment processing fee per transaction
Offsite Ads: 15% if under $10K/year (you can opt out), 12% over $10K/year (mandatory)

Most sellers pay 10–12% per sale before advertising. Factor this into your pricing from day one.

Amazon Handmade

A separate section of Amazon for artisan-made products. You have to apply and be approved.

No listing fees, no monthly fee for approved sellers, and a 15% referral fee on every sale including shipping.

The 15% is higher than Etsy's, but you're reaching over 300 million customers, many of whom never shop on Etsy. The tradeoff is your brand takes a back seat to the Amazon experience, with stricter rules and a steeper learning curve. Better suited for makers who can produce consistent volume than those still building their brand.

Your Own Website

When you build your own website, you own the customer relationship and control your brand completely. The tradeoff is that you're responsible for driving your own traffic.

Shopify: Starts at $39/month. Most powerful of the four, but costs add up faster. Uses its own payment processor, and if you use a third-party processor an extra transaction fee is added on top of standard payment processing.

Squarespace: Basic plan ($16/month) charges a 2% transaction fee on sales. Core and above ($23/month+) drops that to 0%. Known for beautiful templates out of the box, and popular with makers who want a polished shop without hiring a designer.

Wix: Light plan ($17/month) is for branding/portfolio only, no selling. Core ($29/month) is where selling starts, with no transaction fees. Business ($36/month) adds shipping automation, sales tax, and abandoned cart recovery. Flexible and easier to learn than Shopify.

Big Cartel: Built specifically for artists and makers. Gold plan is free (up to 5 products). Platinum ($15/month) supports up to 50 products and adds a custom domain and discount codes. Diamond ($30/month) goes up to 500 products. No transaction fees on any plan. Best for smaller catalogs and sellers who want something simple and low-cost.

Markets, Pop-Ups and Fairs

In-person events can be some of the best days in your maker journey,and occasionally some of the most humbling. Going in with realistic expectations makes all the difference.

Benefits:

Immediate feedback on what customers respond to
Face-to-face connection builds loyal, repeat buyers
You learn fast what sells and what doesn't
Great way to meet other makers and build community

Things to consider:

Booth fees range from $25 at a small community market to several hundred dollars at larger fairs.
Tent, tables, and display materials are an added upfront cost
Some events will be slow - weather, timing, and crowd fit all play a role

Keep in Mind:

Don't get discouraged. A quiet day doesn't mean your products aren't good
Track your expenses and sales at every event.
Start with lower-cost community markets while you're getting your footing. Return to the ones that work, let go of the ones that don't
Your display and pricing will get sharper every time

Types of Markets

Farmers Markets: A reliable weekly or seasonal outlet with a built-in audience. Applications are usually handled through the market manager and fill up fast so apply early.

Craft Fairs and Art Shows: Range from small community events to large juried shows. Juried shows require an application and portfolio review, but tend to attract more serious buyers.

Pop-Ups: Temporary selling events, sometimes inside an existing shop, restaurant, or gallery. Lower commitment than a fair and a good way to test a new market or product line.

Holiday Markets: Often the highest-traffic events of the year. Book early! The good ones fill up months in advance.

Wholesale

Wholesale is when a retailer buys your products in bulk and sells them to their customers. You're paid upfront, they handle the selling. For the right maker, it can mean steady, predictable income.

How it works

You set a wholesale price - typically 50% of your retail price
The retailer marks it up and sells at full retail
Orders are usually placed in minimum. EIther a set number of units or a minimum dollar amount
You invoice the retailer and they pay you, usually net 30 (within 30 days)

The Benefit

Larger orders mean less time selling, more time making
Recurring orders from good retail partners are reliable income
Gets your products in front of customers you'd never reach on your own

Things to Consider

Before approaching anyone, make sure your pricing works at wholesale.
Retailers may ask for exclusivity in their area
Payment terms vary - some pay upfront, some net 30, always get an agreement in writing

Consignment

Consignment is when a shop carries your products but only pays you after something sells - usually 60% to you, 40% to the shop. If it doesn't sell, you get it back.

It's low risk for the shop, higher risk for you. Your inventory is tied up with no guaranteed payment, and tracking what sold can get complicated.

Some makers use it as a way to get their foot in the door with a shop they really want to be in. If you go that route, get the terms in writing - what percentage you receive, how often you get paid, and what happens to unsold inventory.

More Places to Sell

Your options aren't limited! Here are some other ideas of places to sell to.

Experience-Based Venues: Wineries, breweries, distilleries, cideries, coffee roasters with tasting rooms, tea houses, and cooking schools often carry local products that complement their experience.

Nature & Outdoors: Botanical gardens, zoos, aquariums, nature centers, arboretums, and farm stays are natural fits for handmade goods. Their gift shops want products that feel connected to place.

Hospitality: Boutique hotels, bed and breakfasts, spas, and wellness retreats love curated local products for their gift shops, welcome amenities, or in-room retail. Vacation rental hosts who put together welcome baskets are worth approaching too.

Culture & Community: Museum gift shops, art center shops, historical societies, and theater lobbies are often overlooked. They're buying products that fit their aesthetic and audience year-round.

Specialty Food & Retail: Cheese shops, co-ops, gourmet markets, olive oil shops, and butcher shops are open to complementary local products - especially food, candles, and kitchen goods.

Wellness: Yoga studios, holistic wellness practices, and fitness studios with retail corners are a natural fit for bath and body, candles, and wellness-adjacent products.

Corporate & Events: Real estate agents, wedding venues, and corporate gifting programs buy in volume. One relationship can mean consistent repeat orders.