What to Know Before Changing Your Etsy Shop Name

Changing your Etsy shop name is a branding move that also affects how shoppers find you, because it becomes part of your shop URL. Etsy updates the URL and automatically redirects old links, locks your previous name so no one else can claim it, and shows a small notice beside your shop in search and on your profile for 45 days. Before you hit save, confirm the new name follows Etsy’s rules (letters or numbers, no spaces or punctuation, 4 to 20 characters), and plan a cleanup of your banner, logo, About section, announcements, and any social profiles or packaging that mention the old name. The tricky part is not the settings screen, it’s keeping repeat buyers from thinking your shop disappeared.

Etsy shop name rules and availability before you rename

Etsy shop name character and format limits

Your Etsy shop name is not just a label. It becomes part of your shop link, so Etsy keeps the format tight.

In general, Etsy shop names can be up to 20 characters, and they cannot include spaces or punctuation. Many sellers use capitalization to make a longer name easier to read (for example, “BlueFernStudio” instead of “bluefernstudio”). If your brand name uses symbols like “&” or “.”, plan a clean version that still matches how you want buyers to remember you.

If you want to confirm the current rules before you rename, Etsy lists them on its official help page for changing your shop name.

Names you cannot use or reuse on Etsy

Etsy treats shop names as unique identifiers. That means you can run into “not available” even when you do not see an active shop using the name.

A few important limitations to know:

• Once a shop name has been used for an open shop, it cannot be used again, even if that shop later closes.
• Usernames and past shop names can block a name, even if they are not obvious in search.
• After you rename, your previous shop name is protected so another seller cannot take it.

Practically, this is why it is worth choosing a name you can live with long-term.

Quick ways to check name availability

The fastest checks are simple:

1. Try the name inside Etsy’s shop name change field. If it is unavailable, Etsy will not let you save it.
2. Search Etsy for the exact name and also for close variations (plural, spacing, added words like “Studio”).
3. Type the shop URL format into your browser using the name you want (etsy.com/shop/YourName) to see if anything resolves.

If your first-choice name is taken, small additions like “Co,” “Studio,” “Design,” or a location word often keep your branding consistent without forcing a full rebrand.

How to change your Etsy shop name in Shop Manager

Where to find the shop name setting

You change your Etsy shop name from your desktop or mobile browser, inside Shop Manager.

Go to Shop Manager, then:

• Select Settings
• Choose Info & Appearance
• Find Shop name and select Change

This is the official path Etsy lists for a shop name update. If your screen looks slightly different, you are still usually looking for the same “Info & Appearance” area under Settings. You can cross-check the steps on Etsy’s How to Change Your Shop Name page.

Saving the new name and confirming the update

Once you are in the Shop name field:

1. Type your new shop name.
2. Select Save.

After you save, Etsy updates your shop name and your shop URL to match. A quick confirmation step is to open your shop in a new tab and check:

• Your shop name at the top of the page
• Your updated URL (typically etsy.com/shop/YourNewName)

It is also smart to click an old link to your shop (from a social bio, Pinterest pin, or past customer message) to confirm it now routes to the new name, since Etsy automatically redirects your previous shop link after a rename.

What happens to your shop URL, links, and redirects

Old shop link redirects to the new shop link

When you change your Etsy shop name, Etsy also changes your shop URL to match it. The good news is you do not have to panic about breaking every link you have ever shared.

Etsy automatically redirects links that use your previous shop name to your new shop URL. That applies to the common formats Etsy uses for shop links (like etsy.com/shop/YourShopName and YourShopName.etsy.com). Etsy also prevents anyone else from using your old shop name, which helps avoid confusion and protects buyers from being sent to the wrong place if they click an older link.

Even with redirects in place, it is still worth updating your key links over time. Swap in the new shop URL anywhere you control it, like your Instagram bio, Pinterest profile, Linktree-style pages, email footer, and packaging inserts. That way, shoppers see your new name right away instead of landing through a redirect.

Shop name change badge and what buyers see

For 45 days after the change, Etsy shows a small icon next to your shop name on your shop pages, shop profile, and in shop search results. It’s Etsy’s way of telling returning shoppers, “Same shop, new name,” which can reduce drop-off from repeat buyers who think your shop disappeared. This 45-day notice window is part of Etsy’s official shop name change behavior.

If you want to preview how it looks from a buyer’s perspective, open your shop in an incognito or private browser window and search your shop name on Etsy. You will usually see the icon in search results and on your shop header during that 45-day period, then it goes away automatically.

Etsy search and SEO visibility after a shop name change

What does not change: listings, reviews, and shop history

A shop name change is a rename, not a reset.

Your shop is still the same Etsy account, with the same listings and the same shop history behind it. Buyers can still browse your items, favorite your shop, and read reviews. The main visible change is your shop name (and the shop URL that includes it), plus Etsy’s temporary icon that lets shoppers know the name changed for 45 days.

From an Etsy search perspective, most shoppers find you through product searches, not by typing your shop name. So if your listings were already doing well for specific keywords, a rename usually has more impact on brand recognition than on day-to-day discovery.

Updating keywords in titles, tags, and shop sections

Even though Etsy search is listing-first, a rename is a great time to tighten your Etsy SEO so your new branding and your keywords match.

Focus on three areas:

• Listing titles and tags: Make sure your highest-intent phrases are still present. If your new shop name includes a core keyword (like “CoastalPrints”), do not force it into every listing title unless it genuinely fits. Relevance matters more than repetition.
• Shop title and shop description: These are strong places to explain what you sell in plain language. Etsy’s guidance on Search Engine Optimisation (SEO) for Shop and Listing Pages is a helpful refresher.
• Shop sections: Rename sections if they include your old shop name, and make sure section names are clear to a buyer (for example, “Personalized Mugs” beats “The Classic Collection”).

The goal is consistency: your new Etsy shop name should match what buyers see in your listings, and what they searched to find you.

Updating branding inside your Etsy shop after the rename

Shop icon, banner, and announcement updates

After you change your Etsy shop name, your shop can look inconsistent for a while if your branding still shows the old name. This is where buyers get confused, especially repeat customers who land through an old link redirect.

Start with the high-visibility spots:

• Shop icon: If your logo includes your old shop name, update it right away. Your icon appears in search, messages, and favorites.
• Shop banner: Swap any text-based banner graphics so the new Etsy shop name is front and center.
• Shop announcement: Add a short, clear line for a few weeks, like “We’re now [New Name], formerly [Old Name].” Keep it calm and simple. You want recognition, not a big “relaunch” vibe.

This is also a good moment to check your shop sections and featured listings. If you used the old name in section headers or collection graphics, refresh those too.

About section, policies, and message templates

Next, clean up the places that buyers read when they are deciding whether to trust your shop.

In your About section, update the story so it matches your new shop name and brand voice. In your shop policies, check for old-name references in returns language, processing notes, and “contact us” phrasing. Then review any saved replies or message templates you use for order follow-ups, custom requests, and delivery issues.

If you use a consistent sign-off (like “Thanks, Jess at OldShopName”), update it everywhere. This small detail reduces “Is this the same shop?” messages.

Removing old name mentions across listings and images

Do a quick sweep across active listings for old-name mentions in:

• Listing descriptions (first few lines matter most)
• Photo overlays and sizing charts
• Personalization instructions
• Digital download files (PDFs, packaging cards, thank-you notes)

If you sell digital products, re-download a few files like a buyer would. Old branding often hides inside the file itself, not just the listing text.

Communicating your new shop name to customers and followers

Etsy announcement and messages without confusing buyers

A shop name change can feel bigger to buyers than it does to you. The goal is to reassure people that it’s the same shop, with the same products and service.

Use your Shop announcement for a simple, time-boxed message. Something like: “We’re now NewShopName, previously OldShopName. Same owner, same products.” Keep it short, and avoid overexplaining. If you run a sale at the same time, make the name change message the first line so it does not get buried.

For messages, you usually do not need to proactively DM past buyers. Instead:

• Update your standard order or customer service templates to use the new name.
• If a repeat buyer messages you using the old name, reply with a one-sentence clarification and then move on to their question.
• If you do custom work or take deposits, mention the rename in your next active conversation thread so the paper trail stays clear.

Consistency matters more than volume. Seeing the same phrasing in your announcement, messages, and branding is what prevents confusion.

Social handles, link in bio, and external links to update

Outside Etsy, prioritize the places shoppers use to get back to you quickly.

Update, in this order:

1. Instagram/TikTok/YouTube handle and display name (if you can).
2. Link in bio to your new Etsy shop URL.
3. Pinterest profile link, Facebook page button, and Google business info (if you have it).
4. Email marketing (sender name, footer, automated flows).
5. Old blog posts, press features, and partner links you control.

If you cannot get the matching handle everywhere, aim for a consistent display name and a bio line that connects the dots: “NewShopName on Etsy (formerly OldShopName).”