Etsy Shop Manager Reports: Where to Find Your Best-Selling Items

Etsy Shop Manager reports are the quickest way to spot which listings actually drive sales, not just traffic, so you can double down on what’s working. In Shop Manager, open Etsy Stats and scroll to your listing stats, then switch the date range to match the story you want to tell, like last 30 days versus all time. Sort the table by Orders to find true best-sellers, or by Revenue to see what brings in the most money, and use the listing status filter if you need to include sold-out or expired items. The easy mistake is celebrating high views when a quieter listing is winning on orders or revenue.

Shop Manager locations for Stats, Dashboard, and reports

Shop Dashboard vs Stats page

Your Shop Dashboard is the “quick glance” view. It’s designed to help you run the day-to-day: what needs shipping, messages that need a reply, and a simple performance snapshot for a selected date range.

Your Stats page is where you go to answer real business questions. It’s more detailed, more filterable, and it’s where listing-level performance lives. If you’re trying to find best-selling items, treat the dashboard as a shortcut and Stats as the source of truth. The official walkthrough in Etsy Stats is a good reference if your menus look different than someone else’s.

Finding listing-level performance

In Shop Manager, open Stats, then scroll to the section that shows how shoppers viewed and ordered from your listings. This is the area that helps you identify best-sellers, because it breaks performance down by individual item.

Two tips matter here:

• Switch from “all listings” to include listings that are sold out or expired when you want a complete view of what has historically sold well.
• Click a column header (like Orders or Revenue) to organize the table and surface top performers fast.

Once you spot a winner, click into that listing to review its deeper stats and engagement.

Switching date ranges and time zones

Before you judge “best-selling,” lock your time window. A listing can look like a top seller today, then disappear when you zoom out to the last 30 days.

Also watch the time zone. Etsy’s hourly stats for today, yesterday, or the past two days display in your local time zone, while longer ranges are shown in UTC. If your daily numbers look off around midnight, update your time zone setting inside Stats so your comparisons stay consistent.

Best-selling items on Etsy: sales vs revenue vs favorites

Choosing a primary metric to sort by

“Best-selling” can mean three different things in Etsy Shop Manager, and each one leads to a different decision.

• Sales (orders): Best when you want to know what shoppers buy most often. This is usually the cleanest way to spot a true best-seller because it’s not distorted by price. If you’re deciding what to restock, renew, or feature, start with orders.
• Revenue: Best when you’re planning for cash flow or deciding which listings deserve your best photos, packaging, and ad budget. Revenue helps you find your biggest earners, but it still does not equal profit.
• Favorites: Best as a demand signal, not a sales ranking. Favorites can tell you which items get attention, but it’s common for high-favorite listings to convert slowly if the price, shipping, or personalization feels like a bigger commitment.

If you’re unsure, pick Orders as your primary sort. Then sanity-check those listings against revenue and conversion rate inside Etsy Stats. Etsy’s overview of how Stats works can help you interpret the columns correctly in your shop’s view of the data in Etsy Stats.

What “top sellers” can and cannot tell you

Top sellers can tell you which listings win in a specific window (like the last 30 days), and that’s incredibly actionable. It helps you answer questions like: “What should I restock first?” or “Which listing deserves a new video?”

But “top sellers” cannot tell you everything:

• They do not show profitability. Fees, shipping costs, production time, and refunds matter.
• They can hide seasonality. A holiday listing may dominate in November and disappear in February.
• They can blur variation-level winners. One color or size might be driving most orders, even if the overall listing is only mid-pack.

Use top-seller data as a starting point, then confirm the “why” before you scale what looks like a winner.

How to find your top-selling listings in Shop Manager

Using listing stats to sort top performers

In Etsy Shop Manager, go to Stats. Then scroll until you reach the section that breaks performance down by listing (Etsy labels this area “Shoppers viewed your listings” in its Stats guide). In that table, you can see key listing-level metrics like Views, Favorites, Orders, and Revenue, and you can click a metric to organize your listings by that column.

For finding top-selling listings, sorting usually works best in this order:

1. Orders to identify your true volume best-sellers.
2. Revenue to find your biggest earners.
3. Favorites to spot items that may be one pricing or shipping tweak away from converting.

If you want a complete ranking, make sure the listing filter is not limited to active items. Etsy allows you to switch the listing set (for example, to include sold out or expired listings), which is important when a past best-seller is currently out of stock. You can confirm the table fields and the listing filter behavior in Etsy’s official Stats overview.

Seeing top-selling items for the last 30 days

At the top of Stats, use the time period dropdown to select Last 30 days. This is the most useful window for many shops because it smooths out day-to-day noise while still reflecting what’s selling right now.

Once you’re on the last 30 days view:

• Sort the listing table by Orders first.
• Skim the top 10 to 20 listings and note patterns (price point, theme, personalization, shipping speed).
• Click into your top few listings to see whether traffic is rising or conversion is improving.

If you run promotions or Etsy Ads, this window also helps you see which listings stayed strong after the initial spike.

Today vs yesterday vs last 30 days views and orders

If you’re comparing “today” and “yesterday” to the last 30 days, keep two things in mind:

• Hourly stats for today, yesterday, and the past two days show in your local time zone.
• Most other time frames (including longer ranges) display in UTC.

So if your “today” orders look like they belong to yesterday, it’s often a time zone display issue, not missing sales. In Stats, you can update your time zone setting so your daily comparisons stay clean and consistent.

Interpreting key metrics behind top-selling products

Views, visits, orders, and conversion rate

When you’re hunting for best-selling items in Etsy Shop Manager, start by separating attention from intent.

Views are how many times shoppers looked at your listings. Visits are how many people visited your shop or listings. One shopper can generate many views in a single visit. That’s why a listing can rack up views without becoming a top seller.

Orders is the count that matters most for “best-selling,” because it reflects actual purchases (and it’s orders, not total items). Then use conversion rate to judge listing quality: Etsy calculates conversion rate as orders divided by visits. A listing that is not the most viewed can still be your best performer if it converts a higher share of its traffic. Etsy defines these metrics clearly in its Shop Stats Glossary.

Revenue, average order value, and refunds

Revenue is great for spotting big earners, but be careful with what it represents. Etsy Stats revenue is not your profit. It typically reflects your sales minus discounts, and it does not include every cost that hits your bottom line.

A simple way to estimate average order value (AOV) is:

• AOV = Revenue ÷ Orders

Use AOV to catch patterns like “this listing sells fewer orders but pulls larger carts.” Also keep refunds in mind. If you had cancellations or refunds, they can change what “best-selling” really means for the month, especially if you’re comparing two listings that look close in revenue.

CTR and search engagement signals

CTR (click-through rate) is a useful concept for Etsy sellers even when it is not shown everywhere inside Shop Manager. In plain terms, CTR measures how often people click after seeing something, like a listing in search or an ad.

On Etsy, the most practical “CTR-like” signals you can actually act on are:

• Listings with strong views-per-visit (people keep clicking deeper into your shop).
• Listings that get consistent orders from Etsy Search traffic, not just spikes from social.
• In Etsy Ads, your click rate and clicks can hint whether your photo, title, and price are earning the click.

If a listing gets impressions and views but weak orders, treat it as a click or interest problem first, then a conversion problem second.

Traffic sources that explain why an item is selling

Etsy Search vs Ads vs social traffic

Once you’ve identified a best-selling item, the next question is simple: where are the buyers coming from? In Shop Manager, your Stats traffic sources help you separate “Etsy brought this to me” from “I drove this myself,” which changes what you should do next.

A few traffic sources matter most when you’re explaining sales:

• Etsy Search: Often the most scalable source. If a listing is selling from Etsy Search, small improvements to photos, titles, attributes, and pricing can compound over time.
• Etsy Ads: Useful when a listing already converts and you want more consistent visibility. Ads can create sales momentum, but they can also mask weak conversion if you only look at revenue.
• Social media and Direct traffic: Great for launches, trends, and audience-led products. But it can be spiky. A product that sells only when you post may not be an “always-on” best-seller yet.

One nuance that trips sellers up: Etsy defines traffic sources in specific ways (for example, Etsy Search does not include certain ad and app traffic), so it’s worth checking the exact definitions in the Shop Stats Glossary.

Tracking keyword and tag impact

You generally won’t “prove” that one tag caused one sale. But you can connect the dots using trends:

If a listing is winning in Etsy Search, look for the search terms Etsy shows for your shop and listings. Then compare those terms to your titles, tags, and attributes. When you see a strong match, that’s a signal to keep the listing tightly focused. When you see a mismatch, that’s a signal to refine.

Also watch for keyword shifts after changes. If you rewrite a title or swap tags, give it time, then re-check whether search-driven visits and orders moved in the direction you expected. Etsy’s Seller Handbook article on getting the most out of your Shop Stats explains how to use these sections to spot patterns you can act on.

Listing details to review once you spot a winner

Price, variation, and shipping settings

When a listing becomes a best-seller, small setup details start to matter more because they affect conversion and customer expectations.

Start with price and variations. Look at which variation options are chosen most often. If one size, color, or bundle consistently sells, consider moving it higher in the variation order, clarifying the name, or adjusting pricing so the most popular option feels like the “obvious” choice.

Next, review shipping settings. Confirm the shipping price, carrier, and delivery estimates still match reality. If you offer free shipping (or a free shipping guarantee), make sure your margins can handle it. Also check your item weight and dimensions if you use calculated shipping, since incorrect values can create surprise costs or abandoned carts.

Photos, titles, tags, and categories

Best-sellers deserve your best presentation.

On photos, focus on the first image. That thumbnail does most of the work in Etsy Search. Make sure the product is clear, well-lit, and easy to understand at a glance. If you have a video slot available, adding a short product video can reduce uncertainty for shoppers.

Then confirm your title, tags, attributes, and category all describe the same product in the same language your buyers use. Tight relevance helps Etsy understand when to show the listing, and it helps shoppers feel confident they found the right item.

Stock levels and processing time patterns

A “winner” that keeps going out of stock is leaving money on the table. Check your inventory history and decide whether you need higher stock levels, faster sourcing, or simpler variations.

Also review processing time. If the listing is selling because it ships quickly, protect that advantage. If you’re constantly rushing orders, it may be time to extend processing time slightly to match your real workflow and keep reviews strong.

Actions inside Shop Manager after identifying top products

Renewing, promoting, and featuring best sellers

After you’ve found your best-selling items, the goal is to protect their momentum and make them easier for shoppers to discover.

First, check whether any top sellers are close to expiring or recently expired. In Shop Manager, you can renew listings in bulk from Listings, and Etsy charges a renewal fee each time you renew. If you prefer to control timing, you can switch a listing from automatic to manual renewal. The exact steps (and the current renewal fee) are laid out in Etsy’s help article on renewing listings.

Next, consider featuring your strongest items. Featuring is simple, and it puts up to four listings front-and-center on your shop homepage. You do it from Shop Manager > Listings by selecting the star icon on the listings you want to feature. Etsy explains the process in its guide to featuring items.

If you’re using Etsy Ads, prioritize listings that already convert. Ads tend to work best as an accelerator, not as a rescue plan for weak listings.

Updating underperforming listings using insights

Use your best-sellers as a benchmark. Compare an underperforming listing to a top seller in the same category and look for one “likely lever” to test:

• Photo clarity and first image (thumbnail strength)
• Price positioning and shipping cost clarity
• Title and tags that match buyer language
• Processing time and delivery expectations

Make one or two changes, then give it enough time to collect data in Stats before you judge the result.

Exporting data for deeper tracking

Shop Manager is great for fast answers, but exporting helps you spot trends over months, not just days. Etsy lets you download CSV files for orders and listing data from Shop Manager > Settings > Options > Download Data, which is useful if you want to track best-sellers, seasonality, and revenue by month in a spreadsheet.