How to Create a Private Etsy Listing as a Seller

Creating a private Etsy listing as a seller is a great way to handle one‑off custom orders, personalized gifts, or special repeat-customer requests without showing the item in your public shop or Etsy search. With custom orders, you can create a private custom listing directly from your Messages after a buyer reaches out with their idea.

In this guide, you’ll learn how to enable custom orders in your Shop Manager, how to turn a buyer’s message into a private custom listing, what “private” really means on Etsy, and the key limitations (like not being able to create private listings for digital items). By the end, you’ll feel confident about when and how to create a private Etsy listing as a seller.

What a “private listing” on Etsy actually means

A private listing on Etsy is a custom listing that is created for one specific buyer and is not visible in your public shop or in Etsy search. Only you and that buyer can access it through a direct link or through their account. Once the buyer purchases it, the order behaves like any other Etsy order and will later show in your public Sold items section.

Quick look at how private custom listings work

When a shopper sends you a custom request and you agree on the details, you turn that request into a private custom listing. Etsy creates a listing page with photos, description, price, and shipping, but:

It is labeled as Private in your Listings area.
It does not appear in your storefront or search results.
Etsy sends the buyer a message or email with a button or link to purchase that exact listing.

From the buyer’s side, it looks and checks out like a normal listing, but it is tied to their account and that specific conversation.

Private listing vs just hiding or deactivating a listing

It helps to think of a private listing as “invite‑only,” while hidden or inactive listings are simply “not for sale right now.”

Private listing:
Created from a custom request or message.
Only the intended buyer (and you) can view it.
Only that buyer can purchase it.
Still counts as an active listing until it is bought or expires.
Hidden / deactivated listing:
A regular listing you’ve turned off or that has expired.
No one can buy it, and it is not meant for a specific person.
You can reactivate or renew it later and it becomes public again.

So if you just want to pause an item for everyone, you deactivate it. If you want to sell something quietly to one buyer, you use a private custom listing.

When a private custom listing still becomes visible

Even though a private listing starts out hidden from the public, it is not invisible forever. There are two key moments when it becomes more visible:

After purchase: Once the buyer checks out, that item appears on your public Sold items page along with your other completed orders. Shoppers can see that you made it, but they cannot buy that exact listing again.
Inside your Shop Manager: You can always see and manage private listings in your Listings tab, where they are clearly marked as Private. This is only visible to you as the seller, not to the general public.

In short: before purchase, a private listing is a quiet, one‑to‑one offer; after purchase, it becomes part of your visible sales history, which can actually help showcase your custom work to future buyers.

When you should use a private Etsy listing as a seller

One‑of‑a‑kind custom orders for a specific buyer

Use a private Etsy listing when you are creating something truly made‑to‑order for one person. A buyer might send you a Custom Request describing a unique wedding sign, a portrait of their pet, or a very specific color and size combo you do not normally offer.

Once you have agreed on the design, price, and timing in Messages, you can turn that request into a private custom listing that only that buyer can see and purchase. It will not appear in search or on your public shop page before it is bought, but it will show in your public Sold items afterward.

Repeat orders for an existing customer

Private listings are also handy when a past customer wants “the same thing again, but slightly different.” Maybe they want another batch of branded stickers, a second bridesmaid robe with a new name, or a refill of a custom gift box you built just for them.

Instead of making a public listing that anyone can buy, you can duplicate the previous private listing or create a new custom order from your message thread and adjust the details. This keeps the order simple for your returning buyer and avoids confusing new shoppers with options that are not meant for them.

Wholesale, bulk, or special pricing you don’t want public

If you offer wholesale or bulk pricing to certain clients, a private Etsy listing lets you set that special price without advertising it to everyone. After you agree on quantities and terms in Messages, you can create a custom order with the exact quantity, per‑unit price, and shipping that you discussed.

Because private custom listings do not show in search or on your storefront before purchase, your regular retail customers will not see that discounted rate, but your wholesale buyer still checks out through Etsy like normal, with all the usual protections and records.

When a private listing is not the right tool

A private Etsy listing is not always the best choice. Skip it when:

You are selling a standard item with simple choices like size or color. Use variations or personalization on a regular public listing instead.
You want to offer a custom digital download. Etsy does not allow private listings for digital items, so you need a regular digital listing set up as made‑to‑order.
You are trying to collect information without actually selling an item, or you are offering something that does not meet Etsy’s seller policies. Every listing, even private ones, must offer a real, allowed item for sale and follow marketplace rules.

In short, use a private Etsy listing when you have a specific buyer, a clearly agreed custom order, and a price you do not necessarily want the whole world to see.

Turn on custom orders so you can create private listings

How to enable “Request Custom Order” in Shop Manager (desktop)

To create private custom listings, you first need to turn on custom order requests in Shop Manager. This can only be done on Etsy’s desktop site, not from the app.

Here is the quick path:

Sign in on Etsy.com and open Shop Manager.
Go to Settings.
Choose Options.
Find Custom order requests and select Enabled.
Scroll down and click Save.

Once you save, a “Request Custom Order” link or button appears on your shop homepage. This tells shoppers that you accept custom work and lets them start a request that you can later turn into a private listing just for them.

Turning on custom orders from the Etsy Seller app

Right now, the actual toggle for Custom order requests still lives on the desktop version of Etsy. The Etsy Seller app is great for responding to messages and turning a request into a custom order, but you usually cannot enable the feature for the first time only from the app.

A simple workflow that keeps things smooth:

Use a browser (on computer or mobile) to visit Etsy.com and enable Custom order requests in Shop Manager → Settings → Options.
After that, open the Etsy Seller app. When buyers send custom requests, you will see those messages in your inbox or Custom Requests folder, and you can use the app’s Create custom order / Start building custom order options to build and send the private listing on the go.

So: desktop to turn the feature on, app to handle the day‑to‑day custom orders.

What your buyer sees when they click “Request Custom Order”

From the buyer’s side, the “Request Custom Order” button is like a little doorway into your DMs. When they click it on your shop homepage, a pop‑up or page opens where they can:

Describe what they want made or customized
Add details like size, color, wording, or special instructions
Include a “needed by” date if they are on a deadline
Often attach images or inspiration through Messages afterward

When they submit the request, Etsy turns it into a message thread and places it in your Custom Requests folder (or your regular inbox if it is part of an existing conversation). You get a notification, and from that same thread you can ask follow‑up questions and eventually create a private custom listing that only that buyer can purchase.

To the buyer, it feels like a normal Etsy conversation plus a special link to buy their custom item. To everyone else browsing your shop, that private listing stays invisible.

Step‑by‑step: create a private custom listing from a buyer’s request

Start from the Custom Requests folder in your Messages

When a shopper sends you a custom request, Etsy keeps it in a special Custom Requests area inside your Messages. On desktop, open Messages, then look for the tab or filter that shows Custom Requests so you are only seeing people who want something made just for them.

Open the conversation with the buyer, read through what they are asking for, and make sure you understand the details before you move on. If anything is unclear, reply and ask questions now. It is much easier to adjust the plan in Messages than to fix a wrong order later.

Use “Create custom order” / “Start building custom order”

Inside that custom request thread, Etsy gives you a shortcut button such as Create custom order or Start building custom order. Click that button instead of going to your normal “Add a listing” screen.

Using this option tells Etsy you are building a private custom listing tied to that specific buyer. The system will automatically connect the order to the message thread and to that customer’s account, which helps avoid mix‑ups and keeps all the details in one place.

Fill in the item details, price, and quantity just for that buyer

Next you will see a form that looks a lot like a regular listing editor. Here you add:

A clear title that mentions it is a custom order (for example, “Custom portrait for Alex”).
A short but specific description that matches what you agreed on in Messages.
At least one photo or mockup so the buyer knows what they are getting.

Set the price and quantity based on what you discussed with that buyer. This price is only for them, so you can include special sizing, upgrades, or bundles without changing your public pricing. If there are add‑ons or options, either build them into the total or explain in the description how they are included.

Set processing time and shipping for the private order

Now choose a processing time that fits the custom work. If this order will take longer than your usual items, adjust the time so you have enough room to create and ship without stress.

Pick the correct shipping profile or enter custom shipping details if needed. Make sure the destination country, shipping method, and cost match what you promised in Messages. If the order is local pickup or has unusual delivery terms, spell that out clearly in the description so there are no surprises.

Publish and send the private listing so only that buyer can see it

When everything looks right, click to publish or send the custom order. Etsy will create a private listing that is linked to that buyer and send them a notification and link.

The listing will not appear in your public shop search results or categories. Only that buyer, using the link from their email or Messages, can view the page and add it to their cart. Once they pay, it becomes a normal order in your Orders tab, but the original listing stays private unless you later duplicate and turn it into a public item.

How to make a private listing from a regular Etsy message

Find the message thread and choose “Create custom order”

If a buyer has messaged you through regular Etsy Messages (not the Custom Request button), you can still turn that conversation into a private listing just for them.

Open Shop Manager, go to Messages, and find the conversation where you discussed the custom item. Inside that thread, you should see an option like “Create custom order” or “Make this a custom order” near the bottom or in the message tools. Click that, then choose “Start building the custom order” to open the private listing form tied to this specific buyer and conversation.

This keeps everything connected: the messages, the agreement you made, and the listing you are about to create.

Add photos, personalization notes, and clear expectations

In the custom order form, you can now build the private listing just like a normal one, but tailored to that buyer:

Upload photos that match what you have agreed on. These can be product photos, sketches, or example pieces that show colors, size, or style.
Use the title and description to restate the details you discussed: materials, dimensions, color choices, personalization text, and what is included in the price.
Add any personalization or customization notes the buyer gave you, so they are saved right on the order page.

Be very clear about:

What the buyer will receive
The processing time and estimated ship date
What is not included (for example, “frame not included” or “one revision included”)

The clearer your private listing is, the fewer surprises or disputes you will have later. Etsy also recommends using Messages to share images and confirm details before you publish the listing, so both sides know exactly what is being created.

Double‑check buyer name and email before sending

Before you send the private listing, pause for a quick review. Because this listing is private, it is meant for one specific buyer only. Etsy links it to the conversation and then emails that buyer a special link and purchase button.

Check that:

The buyer’s name at the top of the custom order form matches the person you have been talking to.
You are still in the correct message thread (not a similar request from another shopper).
The price, quantity, and shipping match what you promised in Messages.

Once everything looks right, click Send private listing (or the equivalent button). Etsy will notify the buyer by email and in-app, and only that buyer will be able to open the link and add the private listing to their cart.

What buyers see when you send a private Etsy listing

Email and in‑app notification for their custom order

Once you publish a private custom listing, Etsy automatically sends your buyer an email. That email includes:

A short note that their custom order is ready
A button or link that takes them straight to the private listing page to purchase

If they use the Etsy app, they also get an in‑app notification and a new message in their Messages inbox. The custom request thread shows that a private listing has been created, with a preview of the item and a button to view it. From there, they can open the listing just like any other product page.

So from the buyer’s side, it feels like: “I asked for something, and now Etsy is telling me my custom order is ready to buy.”

How they add the private listing to cart and check out

When the buyer clicks the link in the email, message, or notification, they land on a normal‑looking listing page, but it is only for them. They can:

Review the photos, description, options, and price you set.
Choose any variations or quantity you allowed.
Click Add to cart or Buy now, then go through checkout with their usual payment and shipping details.

From their perspective, checkout works exactly like any other Etsy purchase. The only real difference is how they got to the listing: through a private link instead of search or your shop front.

Why other shoppers can’t find or purchase that listing

A private Etsy listing created from a custom request does not appear:

In Etsy search results
On your public shop pages
In your regular listing grid for other shoppers

Only you and the buyer with the link can view it. Other people cannot stumble across it, and they cannot buy it, even if they somehow get to your shop at the same time.

After the buyer completes checkout, the order behaves like any other sale. The item will later show up in your public Sold Items section, but by then it is no longer available to purchase. That way, your custom work can still be seen as part of your portfolio, without letting anyone else buy that exact private listing.

Limitations and rules around Etsy private listings

You can’t create private listings for digital download items

Etsy private listings are meant for physical or made‑to‑order items, not instant digital downloads. You can’t mark a digital download as a private custom listing, and you also can’t attach automatic digital files to a private order the way you do with a standard digital listing.

If you sell digital work (like printable art or templates) and a buyer wants something custom, you usually need to:

Create a private listing as a physical or custom service item, and
Deliver the finished file through Etsy Messages or another agreed method that still follows Etsy’s rules.

Always make it clear in the description that the buyer will receive a digital file and how it will be delivered, since the system will not treat it as a normal “instant download” purchase.

All private listings still need a fixed price and comply with policies

A private Etsy listing is still a normal listing in Etsy’s eyes. It must:

Have a clear, fixed price (no “pay what you want” or “we’ll decide later”).
Include accurate photos or mockups that represent what the buyer will receive.
Follow Etsy’s handmade, vintage, or craft supply rules, plus all site‑wide policies.

You cannot use private listings to get around restricted items, off‑platform payments, or misleading pricing. If you agree to extra work later, you should either edit the private listing before the buyer checks out or create an additional listing to cover the new cost.

When the order is finished and shows in your public “Sold” section

Once a buyer purchases a private listing and you complete the order, it behaves like any other sale. After you mark it as shipped or complete, the order can appear in your public Sold section with a basic listing view.

Other shoppers may see:

The title, main photo, and price range, and
That the item is sold out or no longer available.

They still cannot buy that exact private listing, but they might message you asking for something similar. If you promised something very personal or confidential, avoid using identifying photos or names in the title or images.

How long private custom listings stay active before expiring

Private custom listings do not stay open forever. If the buyer never checks out, the listing will eventually expire just like a regular listing after its standard listing period. When it expires, it is no longer purchasable, but you can usually renew or duplicate it if you still want to offer something similar.

It is a good idea to:

Tell the buyer how long the private listing will stay active, and
Remind them before it expires if they have not completed checkout.

If the listing expires and the buyer still wants the item, you can create a fresh private listing with updated details and send it again.

Managing and editing your existing private listings

Where to find private listings in your Listings tab

Private Etsy listings live in the same place as your regular listings, so you do not need a special section to manage them. In Shop Manager, open Listings and use the search bar or filters to find them.

A private custom listing will usually:

Show the buyer’s name in the title or subtitle (for example, “Custom order for Sarah”).
Be marked as a Custom order in the listing details.

You can also filter by Active, Expired, or Sold out to track older private custom listings you might want to reuse or duplicate.

Duplicating a private listing for the same or a new buyer

If you often make similar custom pieces, duplicating a private listing saves a lot of time. In your Listings tab, open the private listing you want to reuse and choose Duplicate. This creates a new draft with the same photos, description, and variations.

For the same buyer, update:

The title with their name and order details
Quantity, price, and processing time if anything changed

For a new buyer, carefully remove any old names, dates, or personal details, then add the new customer’s info. When you publish, make sure it is set as a custom order and send the link directly in Messages so only that buyer uses it.

Canceling, expiring, or editing a private custom listing safely

You can edit a private listing just like any other listing: change photos, description, price, or shipping while it is still active and not yet purchased. If the buyer has already checked out, use Order changes and refunds instead of editing the original listing.

If the order is not going ahead, you can:

Cancel the order from the Orders page if the buyer already paid, following Etsy’s cancellation rules.
Let the private listing expire or manually deactivate it if it was never purchased.

Always message the buyer before big changes to price, timeline, or design. Keep all updates inside Etsy Messages so there is a clear record of what was agreed for that private custom listing.

Helpful tips for smooth custom and private orders

Writing clear descriptions so there’s no confusion later

A private Etsy listing still needs a clear, buyer‑friendly description. Spell out exactly what you are making, including size, materials, colors, and any personalization details. If there are choices, list them in a simple way, such as “You can choose: A, B, or C” so the buyer can confirm in Messages.

It helps to describe what is included and what is not. For example, mention whether props in photos are just for styling, whether frames are included, or if the listing is for a digital proof only. Add realistic processing times and a short note about how long the buyer has to approve proofs or send information, so expectations are set from the start.

Before you publish a private listing, use Etsy Messages to share mockups, sketches, or example photos. This lets the buyer react to the design while it is still easy for you to adjust. Point out any details that are hard to see in photos, like texture, finish, or small text.

Ask the buyer to confirm key details in writing, such as spelling of names, dates, or color choices. A simple “Please reply to confirm everything looks correct before I publish your private listing” keeps the process smooth and gives you a written record of their approval.

Handling revisions, extra costs, and timeline changes kindly

Custom work often changes a little along the way. Decide in advance what counts as a small tweak and what requires extra payment, then explain that gently. In your messages and listing, you can note how many revisions are included and what happens if the buyer wants more changes or upgrades.

If the buyer requests something that adds time or cost, pause and explain it clearly: what is changing, how much it will cost, and how it affects the delivery date. Offer options when you can, like a rush fee or a simpler alternative. Staying calm, kind, and specific usually turns a tricky moment into a positive experience.

Keeping communication on Etsy for both you and your buyer’s safety

For custom and private orders, keep all important communication inside Etsy Messages. This protects both you and the buyer, because there is a clear record of what was requested, approved, and delivered. If a buyer reaches out on another platform, you can politely ask to move the conversation back to Etsy before you create or adjust a private listing.

Confirm final details, approvals, and any changes to price or timing in a message, even if you already talked about it elsewhere. That way, if there is ever a question or dispute, everything related to the private order is documented in one safe place.