Etsy tightens AI listing rules as active buyers return
Etsy is tightening rules on AI-generated listings and reported its first quarterly rise in active buyers in two years, according to its latest results.
By GennnAi··1 min read
Active buyers had peaked at about 93 million in 2023, then fell to 86.5 million by the end of 2025. Etsy now requires most listings to include at least one unedited photo against a real background, plus more AI disclosures. Quarterly revenue rose 11% to $692.5 million and gross merchandise sales rose 9% to $2.65 billion. CEO Kruti Patel Goyal is also using AI to improve search.
Source: Fortune, published on October 29, 2026.