Yes, you can change your Etsy store name, but the process and limits depend on how long you have owned the shop

Etsy allows you to change your shop name, but the rules are strict. If your shop is brand new — less than 14 days old — you can change the name as many times as you want. After 14 days, you get one free change. After that, each additional change costs $20. The name you pick must be between 4 and 20 characters, use only letters, numbers, hyphens, and underscores, and cannot already be taken by another shop.

The change takes effect when ready, but your old shop URL stops working. Any links you posted online, shared on social media, or gave to customers will break. Etsy does not forward traffic from the old name to the new one, so you will need to update those links yourself.

Key Takeaways

  • Shops under 14 days old can change their name unlimited times for free; after that, the first change is free and each additional change costs $20.
  • Your shop URL changes when ready when you rename, and Etsy does not redirect the old URL, so old links will not work.
  • You must update your shop link everywhere you have shared it — social media, email, your website, and any listings on other platforms.
  • The new name must be 4 to 20 characters and can only contain letters, numbers, hyphens, and underscores.

How to change your shop name in Etsy settings

Log in to your Etsy account and go to Shop Manager. Click the Settings icon (the gear) in the left sidebar, then select "Shop Info." You will see a field labeled "Shop Name" with your current name. Click into that field, delete the old name, and type the new one. Etsy will tell you when ready if the name is already taken or breaks the character rules.

Once you type a valid name, click "Save Changes" at the bottom of the page. The change goes live right away. You will see your new shop name in your shop header, in your shop URL, and on your Etsy profile. Bookmark your new URL or write it down so you have it for future reference.

What happens to your shop URL when you rename

Your shop URL is built from your shop name. If your old URL was etsy.com/shop/VintageTeacups, and you change your shop name to TeacupVault, your new URL becomes etsy.com/shop/TeacupVault. The old URL no longer works and does not redirect anywhere.

This matters because any customer who bookmarked your old URL, any link you posted on Facebook or Instagram, any email you sent with your shop link, and any other website that linked to you will all be broken. You will need to go through those places and update the link. If you have a lot of external links pointing to your shop, changing your name can hurt your traffic temporarily.

The cost of changing your name more than once

Your first change after the 14-day window is free. Every change after that costs $20 and is charged to your Etsy account. If you change your name three times in a year, you will pay $40 total (the second and third changes). There is no limit on how many times you can change it, but the cost adds up quickly if you are indecisive.

Because of this cost and the broken links problem, it is worth thinking through your shop name carefully before you launch. If you are still in the first 14 days, use that window to test different names and see which one feels right.

Rules for what your new shop name can be

Etsy enforces strict rules on shop names. The name must be between 4 and 20 characters long. You can use uppercase and lowercase letters, numbers, hyphens, and underscores. You cannot use spaces, periods, or special characters like &, @, #, or $. Etsy will reject the name if it contains profanity or if it is already taken by another shop.

The name also cannot be confusingly similar to an existing shop name. For example, if a shop called "VintageTeacups" already exists, Etsy may reject "VintageTeacup" or "VintageTeacups2" as too close. You will see an error message if Etsy thinks your name violates this rule. If that happens, try a name that is clearly different.

How to update links after you change your shop name

After you rename your shop, go through every place you have shared your shop link and update it. Start with your social media profiles — Facebook, Instagram, TikTok, Pinterest, and any others. Edit your bio or "About" section to include your new shop URL. If you have posted individual links to your shop in captions or comments, you do not need to edit those (old links will just not work), but any pinned post or link in your profile should be updated.

If you have a personal website or blog, update any links there. If you sent out an email newsletter with your shop link, send a new email with the correct URL. If you list your products on other platforms like Amazon Handmade or eBay, update your shop link in your profile there too. The faster you update these links, the less traffic you lose.

When to change your shop name and when not to

Change your shop name if your current name does not match your brand, if it is hard to spell or remember, or if you have rebranded your business. Do not change it just because you are bored or because you think a different name might perform slightly better. The cost, the broken links, and the confusion it causes customers are usually not worth a minor improvement.

If your shop is very new — under 14 days — changing your name is free and painless, so experiment. If your shop is established and has traffic, think very carefully before renaming. Customers who have bookmarked you or found you through search will lose that connection. You will have to rebuild your presence in search results under the new name.

Frequently Asked Questions

Can I use my old shop name again after I change it?

Not when ready. Once you change your shop name, the old name goes back into the pool of available names, but Etsy holds it for a period before another shop can claim it. This period varies, but it is typically several weeks. If you change your mind quickly, contact Etsy support to ask if they can restore your old name.

Does changing my shop name affect my reviews or sales history?

No. Your reviews, sales history, shop rating, and all customer feedback stay with your shop. The shop itself does not change — only the name and URL. Customers who have purchased from you before will still see your feedback and history under your new name.

What if the name I want is already taken?

You cannot use a name that another shop already has. Try adding a number, a hyphen, or a descriptor to make it unique — for example, "TeacupVault2" or "Teacup-Vault" instead of "TeacupVault." Etsy will tell you when ready if a name is available when you type it in.

Can I change my shop name if I have active listings?

Yes. You can change your shop name at any time, whether you have one listing or one hundred. Your listings stay live and do not disappear. Only the shop URL changes, so make sure to update any external links you have shared.