What offsite ads actually are
Etsy spends millions of dollars per month buying paid ads on Google, Facebook, Instagram, Pinterest and Bing that drive shoppers to Etsy listings. When a shopper clicks one of those ads and ends up buying from your shop within 30 days, Etsy charges you a finder's fee — 15% of the order total if your shop did under $10,000 in the last 12 months, 12% if over. The fee is capped at $100 per individual order. It is in addition to all regular Etsy fees.
Why high-volume shops cannot opt out
Etsy made offsite ads mandatory for shops that exceed $10,000 in trailing-12-month sales — the logic being that Etsy is investing heavily in driving them traffic. Under $10k you can toggle offsite ads off in Shop Manager. The instant your trailing 12 crosses $10k, the toggle disappears and you are auto-enrolled at the lower 12% rate. Plan pricing accordingly before you cross that threshold so the margin hit does not surprise you.
Should you opt out if you can?
If you have a strong organic marketing channel (email list, Instagram, TikTok, Pinterest) that drives 70%+ of your traffic, opting out is usually worth it — you keep the 12–15% on every sale. If you depend on Etsy's algorithm and have weak external traffic, staying opted in keeps your visibility high. The honest test: track your last 30 days of orders by traffic source in shop stats. If less than 20% came from offsite ads, opting out costs you almost nothing.
Pricing in the offsite ads fee
Treat offsite ads as a tax on every sale even if you cannot predict which sale will trigger it. Add 12–15% to your effective fee assumption and price accordingly. Use the Etsy pricing calculator on this site with offsite ads toggled on to find the safe list price. Etsy occasionally adjusts fees, regulatory operating fees, and offsite ads rates. Always double-check the latest figures in your Etsy Shop Manager before pricing.
Frequently asked questions
Can I opt out of Etsy offsite ads?
Only if your shop did under $10,000 in trailing 12-month sales. Above that, you are mandatory-enrolled at the 12% rate.
How is the 30-day attribution window calculated?
If a shopper clicks Etsy's offsite ad for any listing and then buys from your shop within 30 days — even a different item — Etsy charges the offsite ads fee.
Is the offsite ads fee capped?
Yes. The maximum fee on any single order is $100, even for very high-value items.
Can I opt out of Etsy Offsite Ads?
Shops under $10,000 in the last 12 months can opt out; once you cross $10,000 it becomes mandatory. The fee is 12% (15% for smaller shops) and is capped at $100 per order.