Rebranding Your Etsy Shop: How to Change Your Shop Name on Etsy

Successful selling on Etsy is the result of many moving parts – from SEO-optimized listings to a smart marketing strategy. With so many factors to take into account, it can be easy to overlook some of the seemingly simpler things that selling on Etsy entails, like your Etsy Shop's name. While not the most important thing about your Etsy business, a good Etsy Shop name can be a valuable asset when branding your shop, advertising your products, and expanding to new marketplaces.

There's a good chance you may not have given any more than a moment's thought to your Etsy Shop's name when starting your Etsy business, and you're likely here because you've decided that you want a revamped Etsy Shop name to take your business forward. In this guide, we'll help you do just that; we'll go over how to change an Etsy Shop name, what you should consider when choosing a new name for your Etsy Shop, and what are the restrictions you'll need to take into account when selecting a new name. Keep reading for a comprehensive step-by-step guide on how to change your shop name on Etsy, complete with screenshots to guide you every step of the way.

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Changing Your Shop Name: Things to Consider

While changing your Etsy Shop name is a relatively simple process, it's not a decision that you should take lightly. There are many things you'll need to consider when deciding whether to change your Etsy Shop's name, and the first one should be – why? There are a variety of reasons why Etsy sellers opt to change their shop's name; some want a cohesive brand name across their integrated selling channels, some are required to make changes for intellectual property reasons, and others may want to rebrand their Etsy Shop with a more suitable name that reflects what they're selling. Regardless of the reason, consider whether it's a good reason to change your Etsy Shop's name. After all, you've established your reputation thus far with this name, and there is a risk of confusion from returning buyers when you rebrand your shop. Below, we'll examine what happens when you change your Etsy Shop name, what factors you should consider before doing so, and how often you can (and should) change the name of your Etsy Shop.

What Happens When You Change Your Shop Name?

When you change your Etsy Shop's name, you're effectively changing your shop's address on Etsy. Its Shop URL will change from " etsy.com/shop/ShopName" or "ShopName.etsy.com" to "etsy.com/shop/NewShopName" or "NewShopName.etsy.com." Your old URLs will automatically redirect to the new ones, so if buyers have your shop saved as a bookmark, they won't encounter a broken link.

Your old Etsy Shop name will no longer be available for use, so you won't have to worry about other sellers using your old shop name to take advantage of the reputation you built or to impersonate your selling account. To let shoppers know that your Etsy Shop has a new name, an icon will appear on all your shop's pages and in search results for 45 days informing them of the change.  

Factors to Consider Before Changing Your Shop Name

Your old shop name has been an integral part of your Etsy business for some time, and changing it may require making changes to your listings, too. If your old shop name appears in your listings, you'll have to change it in your listing titles, descriptions, and tags. This may seem like finding a needle in haystack, especially if you have a large number of listings, but this is crucial for your Etsy SEO. When you use ExportYourStore to manage and integrate Etsy with additional sales channels, you can create custom rules to do this for all your listings automatically.

Another important factor to consider is branding. Your new Etsy Shop name should of course better reflect your brand, and it's important to ensure that it's updated and consistent across your social media accounts and advertising channels, too. Update your social media accounts with your new name, and dedicate a post on each one to announce your rebranding. Additionally, remember that customers know you by your old name, so it may be a good idea to give past buyers a personalized short message about your new Etsy Shop name. You could even take this opportunity to send them a personalized promotion to drive sales!

Finally, remember that your Etsy Shop's name should be a representation of your business, on Etsy and beyond. Whether you currently sell only on Etsy and plan on expanding in the future, or have already begun integrating your Etsy store with new marketplaces and platforms to diversify your business, your Etsy Shop name should represent your business as a whole, not just your store on Etsy.

How Often Can You Change Your Shop Name?

While there is no limit on how frequently you can change your Etsy Shop name, you are limited to five name changes over the lifetime of your account. If you've reached your five-time limit and want to change your Etsy Shop's name again, you'll have to get in touch with Etsy support to request approval for a name change.

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How to Change Your Shop Name on Etsy: A Step by Step Guide

Now that we've examined the reasons and considerations for an Etsy Shop name change, it's time to dive into how to change your shop name on Etsy, step-by-step. Changing your shop name on Etsy is simple as long as you're within your five-name-change limit, and requires just a few simple steps. Below, we'll take you through every step of changing your Etsy Shop name, and illustrate each step with screenshots to help you more easily navigate Etsy's interface to change your shop's name.

Step 1: Go to Your Shop Manager

Begin by logging into your Etsy account, and navigating to your Shop Manager. From your Shop Manager you'll be able to manage your Etsy account and make changes to it, including changing your Etsy Shop name.

Step 2: Click on "Settings"

In the left-hand navigation pane of your Shop Manager, click on "Settings." This will open up a submenu of the possible settings for your Etsy Shop.

Step 3: Click on "Info & Appearance"

In this submenu, click on "Info & Appearance." If you are able to change your Etsy Shop name – that is, you've not reached the limited number of name changes possible for an Etsy Shop – you'll be able to change the name of your Etsy Shop here.

Step 4: Click on "Change" next to Your Shop Name

Next, click either on "Change" next to your current Etsy Shop name, or on the "Shop Name" tab. This will take you to a new window where you'll input your new Etsy Shop name.

Step 5: Enter Your New Shop Name and Click "Save"

Type in your new Etsy Shop name, and click "Save."

If the name you've chosen is not available, either because it's currently or previously been used as an Etsy Shop name, you'll get a warning message telling you to pick another name.

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Etsy Shop Name Rules and Restrictions

There are many things to take into account when changing your shop name on Etsy, among them the rules, restrictions, and limitations that Etsy places on names for shops on the marketplace. While you'll mostly have free reign when choosing your Etsy Shop name, especially in comparison to other ecommerce platforms, there are still some restrictions on what name you can choose for your Etsy Shop. Below, we'll examine those limitations, and understand what names are allowed, what names aren't allowed, and discuss how you can ensure that you're not inadvertently violating Etsy's shop naming policies.

What Names Are Allowed?

Etsy allows shop names that are 20 characters or shorter in length, and that contain no spaces, punctuation (i.e. periods, dashes, underscores etc.), or special characters. Letters can be lower case or capitalized, which gives you a way to separate words without spaces. For example, the name "exportyourstore" is much clearer when the first letter of each word is capitalized: ExportYourStore.

In our experience, while you may not always be able to get an exact match, it's best to try to ensure that your Etsy Shop's name matches the name of your stores on other platforms and the social media accounts you use to promote your business as closely as possible. As such, if you do not currently have additional sales channels but know that you want to expand beyond Etsy in the future, we recommend checking other marketplaces to see if your name of choice is available there, or if there is already a seller with that name (or a very similar name) selling on the platform. Additionally, conduct a Google search to see if there are any standalone webstores that are using the name you've set your sights on. This way, in the future, you can grow your business into new sales channels with ExportYourStore without having to worry about your stores' names.  

What Names Are Not Allowed?

Aside from avoiding shop names that contain profanity or other words that directly violate Etsy's content policy, Etsy's only requirement for shop names is that they are 100% unique. This means they cannot have been used in the past on Etsy, either by you or by another Etsy user, regardless of whether that user or store is still active or no longer using that name. This means that you may not necessarily find an existing shop on Etsy with the name you wish to use, but the name might still be unavailable because it was used in the past.  

Furthermore, you cannot use a name that infringes on another individual or company's intellectual property rights or trademark. If you believe that another user has infringed on your intellectual property, you'll be able to lodge a complaint against them and have them change their shop name. That said, you won't be able to use the infringing name for your Etsy Shop, as it has already been used on Etsy.

How to Avoid Violating Etsy's Shop Name Policies

When changing your Etsy Shop name, the name you input will immediately be checked by Etsy to ensure that it is not currently in use by another user, or that it has not been used by another user in the past. That alone, however, is not enough due diligence to ensure that you're on the right side of Etsy's policies and other restrictions. As mentioned above, it's important to check that there are not other sellers using the name you've chosen as their business name, either on Etsy or on other ecommerce marketplaces. This is important not only for the potential of expanding your ecommerce business in the future, but also from an intellectual property perspective.

Furthermore, we recommend checking out Etsy's Seller Policy and Discriminatory and Hateful Content Policy to ensure that the name you choose doesn't violate any of Etsy's rules. A good rule of thumb is to avoid anything that could be perceived as racist, hateful, or otherwise discriminatory, and err on the side of caution when selecting your new Etsy Shop name. In short, if it might be considered offensive, you should use another name for your Etsy Shop.

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Rebranding Your Etsy Shop: Tips and Strategies

Changing your Etsy Shop name is just one aspect of a rebrand, and you'll need to do more than enter a new name when you decide to change your shop's name on Etsy. Rebranding your Etsy Shop is not a small change, and is not a decision to make lightly; it requires planning ahead, changing your logo, and updating customers. Below, we'll take a look at the reasons for rebranding your Etsy Shop, discuss how to plan your rebrand, review how to update your logo and branding materials, and understand how to best communicate the rebrand to your customers.  

Reasons for Rebranding

Changing your Etsy Shop's name is a big step, and you'll want to be sure that your reason for doing so justifies the change. Sellers choose to change their Etsy Shop name for many reasons – they may want a name that better reflects their business and what they're selling, they may have discovered a competing seller is using a very similar name, they might be looking to expand to new platforms and want a more suitable name to move their business forward, or they may want more cohesive branding across their existing stores. These are all valid reasons for opting to rebrand your Etsy Shop with a new name, and are worth the effort required for a successful rebrand.

If you're not planning to expand your business to new platforms and there isn't any other reason for renaming your Etsy Shop, the old adage of "if it ain't broke don't fix it" couldn't be more true. After all, shoppers already know your Etsy Shop by its current name, and you only have a limited number of name changes available to you over your shop's lifetime – don't waste them on unnecessary and time-consuming rebranding if it's not worth the effort.

Planning Your Rebrand

Rebranding your Etsy Shop is a is a multi-step process that entails a significant amount of market research to ensure that your new Etsy Shop name is a good fit for your ecommerce business.

Firstly, you'll need to conduct thorough research of your competitors on Etsy to see if another seller is using the name you want to rebrand your store with. Expand your search to similar names, alternate spellings, and use synonyms (e.g. search for the name + "Studio," "Design," "Atelier," etc.). This way, you can be completely sure that the name you choose will be uniquely yours, on Etsy, on social media, and on additional platforms you choose to sell on in the future.

Next, it's important to ensure that the name you choose either clearly indicates what you're selling, or it's an established brand name with a strong reputation and customer base. Don't choose a random name that will make it harder for buyers to find you or understand what you're selling – your new Etsy Shop name should be a positive change that helps propel your business forward, not hold it back.

Finally, make a list of where you'll need to update your store's name. You may need to update your social media channels, marketing materials, listing descriptions, shop "about" section, and customer emails, to name a few. Make sure none of these are missed by creating an organized checklist of what you need to update, and working through each item so it's ready to go as soon as you change your Etsy Shop's name.

Updating Your Shop's Logo and Branding

Your Etsy Shop name is likely integrated into every part of your Etsy Shop, and it's important to have your shop's revised logo and branding materials ready to update as soon as you change your shop name on Etsy. You'll need a new logo, of course, but you'll also need a new cover image, a revised shop description, and possibly revised shop policies. If your listings mention your old Etsy Shop name, you'll need to edit them to reflect the new name. Going listing-by-listing and making changes can be tedious, but couldn't be easier with ExportYourStore's bulk editing tools. Simply create a custom rule to modify titles, add listing tags, and edit product descriptions in bulk, and enjoy seamless listing revision in a matter of minutes.

Pro Tip: Update your listing tags to include your old shop name as one of the tags. This way, if a buyer searches for you on Etsy with your old Etsy Shop name, they'll be able to easily find your listings!

Communicating Your Rebrand to Customers

Last but not least, it's important to let your buyers know about your shop's name change as soon as it happens. Many buyers on Etsy are return shoppers, and if you don't let them know that your shop has gone through a rebranding, they may think you've left the platform for good. Communicate the change to previous shoppers with a short and friendly message to let them know you're still around, just under a new name. We recommend that you also take the opportunity to give buyers a small discount to celebrate your store's rebranding. In our experience, gestures like these are a great way to not only notify your buyer base about your store's new name on Etsy, but also to give your store an instant sales boost.

Aside from sending personalized messages to your buyers, you should also update your social media accounts with an announcement of the change to ensure that your followers know how to find you on Etsy. Furthermore, if you sell physical products, consider sending out a flyer or card with an update on your upcoming name change in the months leading up to it, along with a coupon code to encourage shoppers to make a purchase on your rebranded Etsy Shop.

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Final Thoughts: Changing Your Shop Name on Etsy

Changing your shop name on Etsy is a big decision, one that needs to take a variety of considerations into account. It's not a decision to be taken lightly – you have a limited number of name changes over the lifetime of your Etsy account, and you will need to invest significant time planning and preparing for your Etsy Shop's name change before actually making the switch.

Prior to changing your Etsy Shop name, you'll need to conduct research on your competitors, both on Etsy and on other marketplaces, to ensure that the name you choose is unique and not infringing on another seller's intellectual property. Additionally, we recommend checking that the name you choose is available on popular social media platforms, so that you can more effectively promote your Etsy shop and brand outside of Etsy. Along with changing your Etsy Shop's name, you'll need to update your branding and marketing content, as well as the content of your listings to remove mentions of the old name and replace them with the new one.

A final yet particularly important measure you should take to ensure a smooth transition from old name to new is updating your existing customers and followers on social media about your Etsy Shop's rebrand. This serves two purposes: it helps you retain repeat customers, and it gives an extra push to that reminds shoppers about your shop. To get even more out of this momentum, you could even post a discount code to celebrate your Etsy Shop's rebranding!

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Frequently Asked Questions about Changing Your Shop Name on Etsy

If you're still not sure whether you should change your shop name on Etsy, or still have some questions about the technical aspects of how to change your Etsy shop name, we've put together a few frequently asked questions about the process of changing your shop name on Etsy. Check them out to find out everything else you need to know about rebranding your Etsy Shop with a new name.

How Long Does It Take for the New Shop Name to Appear?

Your new shop name will update on Etsy as soon as you change it through Shop Manager. If you're requesting a name change from Etsy after you've reached your account's lifetime limit on shop name changes, however, you may need to wait anywhere from several days to a few weeks to get a reply back from Etsy regarding your name change request.

Will My Shop URL Change?

Yes, changing your shop name on Etsy will also change your shop's URL. Luckily, Etsy automatically redirects your old shop URLs to your new shop URLs using SEO-friendly 301 redirects, so that your SEO isn't harmed when you change your Etsy Shop name. Additionally, Etsy will put a badge next to your listings and on your shop notifying buyers of the name change for 90 days, giving you more than enough time to notify your buyers and iron out any marketing or content-related hiccups.

Can I Change My Shop Name Back?

No, once you've changed your Etsy Shop's name the new name is permanent. Furthermore, your old name cannot ever by used on Etsy again, not by you or by any other user or seller. Once it's been used once, a name can never be used again on Etsy.

Will My Shop Stats and Reviews Be Affected?

Your Etsy Shop's stats and reviews will remain intact when you change your Etsy Shop name. Some sellers report a drop in sales, but as long as you make the effort to notify your buyers of the change and update your social media channels – and maybe even throw in a promotional coupon for good measure – your sales are almost guaranteed to go up when you rebrand your Etsy Shop with a new and better name!