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How to Sell Handmade Products Online: Where to Sell, What It Costs, and How to Start
If you make things people compliment, selling them online is the natural next step. The hard part is rarely the making. It is deciding where to sell, working out a price that covers your time, and getting the first strangers to buy. This guide covers each of those in order, for makers of candles, jewelry, ceramics, soap, textiles, art, woodwork and anything else made by hand.
Step 1: Decide what you will actually list
Start small on purpose. A shop with five well-photographed items sells better than one with forty rushed listings. Choose products that:
- You can make again in roughly the same way (repeat orders are where the money is).
- Survive shipping. Fragile or heavy items can work, but they need packaging you have tested.
- Have a clear buyer. "Soy candles for small apartments" is easier to market than "candles".
Write down the materials cost and the time each item takes. You will need both numbers in Step 3.
Step 2: Choose where to sell
Makers have three broad options, and many use more than one.
| Marketplace (Etsy and similar) | Your own store (Shopify and similar) | Social and in person | |
|---|---|---|---|
| Shoppers already there | Yes, people search the site to buy handmade | No, you bring your own visitors | Your followers, local markets |
| Fixed cost | None, but per-listing and per-sale fees | Monthly plan (Basic is $39/month or $29 paid yearly) | Usually a stall fee or nothing |
| Per-sale cost | Listing fee, transaction fee and payment processing (roughly 10% to 12% on Etsy before optional ads) | Payment processing only (2.9% + 30¢ on Shopify Basic) | Card reader fees if you take cards |
| Branding | Limited to the marketplace layout | Fully yours | Yours |
| Customer list | Mostly stays with the marketplace | Yours to email again | Only if you collect it |
| Best for | Testing demand with no audience | Repeat buyers, your own brand | Discovery and feedback |
A common path: list on a marketplace to find out whether strangers will buy, sell at a local market or two to hear what people say, then open your own store once you have repeat customers and a social following to send there. We compare the two online options in detail in Shopify vs Etsy for Beginners, and list other marketplaces in Etsy Alternatives for Sellers.
Step 3: Price your work so it pays you
Underpricing is the most common mistake makers describe. A simple formula to start with:
Materials + (your hours × an hourly rate) + fees and packaging = your cost. Multiply by 2 for a retail price.
Say a candle uses $4 of wax, wick and jar, takes 20 minutes of your time at $20 an hour ($6.67), and costs $1.50 in packaging and fees. Your cost is about $12. A retail price near $24 leaves room for a discount, a sale, or eventually a wholesale order at half price. If $24 feels high compared to a mass-produced candle, remember you are not competing with that candle. Buyers of handmade goods are paying for the maker and the story, so tell it on the product page.
Check your price against each channel's fees. A $24 item on a marketplace charging about 10% to 12% in fees nets around $21; the same item in your own store at 2.9% plus 30 cents nets about $23. Over hundreds of orders that gap is why makers with steady sales open their own store.
Step 4: Photograph it like a shop would
Photos sell handmade goods more than words do. You do not need a camera.
- Shoot by a window in daylight, never under a yellow ceiling light.
- Use a plain background for the main photo (white card, a wooden table, linen).
- Take at least four angles plus one photo that shows scale (the item in a hand or next to a common object).
- Add one "in use" photo: the candle lit, the earrings worn, the mug on a desk.
- Keep every photo the same shape so your shop looks tidy.
Step 5: Write descriptions that answer questions
Every description should cover size, materials, how it was made, how to care for it, and how long it takes to ship. Then add the one or two sentences only you can write: why you make this, what you noticed that others missed. Avoid claims you cannot back up ("non-toxic", "hypoallergenic", "organic") unless you can.
Step 6: Work out shipping before the first order
- Weigh each product in its packaging and note the box size.
- Decide between flat-rate shipping (simplest), free shipping with the cost built into the price, or calculated rates.
- Buy a small stock of boxes, padding and tape. Test-ship one item to a friend and ask what it looked like on arrival.
- State your processing time honestly. "Ships in 3 to 5 days" that you always meet beats "ships next day" that you sometimes miss.
Step 7: Check the rules that apply to your product
Most handmade sellers in the US start as a sole proprietor with little paperwork, but some products carry extra rules. This is general information, not legal advice; check your state and local requirements.
- Cosmetics and soap have labeling rules (ingredients, net weight, your name and address).
- Candles usually need safety warning labels.
- Food is covered by cottage food laws that differ by state and often limit what you can ship.
- Children's products have safety testing and labeling requirements.
- Sales tax: many states require a permit once you sell to residents, even online.
- Copyright and trademarks: do not use characters, logos or brand names you do not own, even on handmade goods.
Step 8: Open your own store when you are ready
When you have repeat buyers, a following, or marketplace fees that are eating into your margin, your own store gives you full control of your brand and your customer list. On Shopify the setup is: pick a free theme, add your products and photos, set up payments and shipping, write your policy pages, and place a test order. Our store setup checklist walks through every step, and this cost breakdown shows what a first year costs.
See Shopify's current plans and free trial
Step 9: Get your first customers
- Tell the people who already like your work: friends, family, your personal social accounts, the people who complimented it.
- Pin your product photos on Pinterest with clear titles. Handmade and gift searches are strong there and pins keep bringing visitors for months.
- Post the making process on Instagram or TikTok. Process videos are what people follow makers for.
- Do one or two local markets. You will learn more about your pricing and descriptions in a day than in a month online.
- Ask every buyer for a review and a photo. Early reviews are what turn browsers into second customers.
Frequently asked questions
Do I need a business license to sell handmade items online?
It depends on your state, city and product. Many sellers begin as sole proprietors with minimal filing, but a sales tax permit or a local business license is common. Check your state's small business website before your first sale.
Where is the best place to sell handmade products?
For a first sale with no audience, a handmade marketplace is usually the fastest. For repeat customers and your own brand, your own store. Most established makers use both.
How many products should I launch with?
Three to ten. Enough to look like a shop, few enough to photograph and describe well.
What sells best?
There is no universal answer, but items that are giftable, personalisable, or solve a small everyday problem tend to do well across categories. Watch what sells in your first month and make more of that.
How much money do I need to start?
On a marketplace, little more than your materials and a listing fee per item. For your own store, budget for the monthly plan and a domain on top. The beginner's roadmap puts the steps in order.