Every Etsy seller has experienced it: two listings, similar products, similar prices — but one appears on page one and the other is buried on page eight. The difference is not luck. It is the Etsy algorithm, known internally as Cassini. Understanding how Cassini ranks listings is the single most leveraged piece of knowledge an Etsy seller can have. This guide breaks down every major ranking factor in 2026.
Relevance is Cassini's first filter. Etsy reads keywords from your listing title (weighted most heavily — exact-match keywords in the first 40 characters rank highest), tags (each treated as a searchable phrase — use all 13), listing attributes (size, colour, material, occasion, recipient — often neglected), category (for filter-browsing), and description (less weight than above but contributes to Google indexing). Use the exact language a buyer uses, not a seller's craft terminology.
Once Etsy confirms relevance, it asks: does this listing convert? Listings that generate purchases when shown outrank listings that generate views without purchases. What feeds the quality score: conversion rate (the single most important signal), click-through rate (how appealing your photo and title are), favourites (buyer saving signals interest), and reviews (strongest trust signal). Improve your primary photo — this is the biggest lever for CTR. Write a description that answers buyer objections before they arise.
Etsy gives new listings a temporary visibility boost of 24–72 hours to gather engagement data. Launch new listings with every field fully optimised — you only get one new listing boost per listing. Upload at peak traffic times: Tuesday to Thursday, 9am–2pm EST. Updating old listings (changing a photo, editing description, refreshing a tag) can restore a modest recency signal and prevents listings from going entirely stale.
This is Etsy's assessment of your shop's overall trustworthiness — a shop-level authority score applied across all your listings. Positive contributions: high average star rating (4.5+), complete shop policies, on-time dispatch rate, and low refund/dispute rate. Damaging factors: open cases against your shop, DMCA complaints, policy violations. A damaged Customer Experience Score affects every listing in your shop, not just the one that caused the problem.
Etsy personalises search results based on individual buyer browsing and purchase history. Two buyers searching the same term simultaneously see different results. You cannot fully control personalised rankings — but you can ensure your listing is the best possible match for your target audience by being specific about who your product is for, not just what it is.
Etsy has confirmed listings offering free shipping receive a ranking boost in US search results. For US sellers: offer free shipping on orders over a threshold that protects margin (factor the cost into your price). For UK/EU sellers: free domestic shipping plus competitive international rates. Always display processing time prominently.
Incomplete listings are penalised. Etsy has stated listings with all fields completed rank higher than incomplete ones. Checklist: all 13 tags used, most specific subcategory selected, all relevant attributes filled, at least 5 photos, video uploaded (rewarded), description at least 200 words, personalisation field used if applicable, processing time set.
More keywords does not equal better ranking — keyword stuffing reduces relevance accuracy and hurts CTR. More listings is only partially true — 10 well-optimised listings outperform 100 poorly-optimised ones. Etsy Ads do not improve organic ranking — they buy placement in separate sponsored positions. Listing renewal (paying £0.20 relisting fee) provides no ranking boost — only genuinely new listings get the recency boost.