Yes, you can change your Etsy shop name, but the process depends on how old your shop is

You can rename your Etsy shop through your shop settings, but Etsy limits how often you can make the change. If your shop is fewer than 14 days old, you can change the name as many times as you want at no cost. Once your shop is 14 days old or older, you can still change it, but you pay a one-time fee of $20 USD and can only change it once every 180 days. The name change takes effect when ready after you save it.

Your shop name is different from your Etsy username. Changing your shop name does not change your username, and existing shop links will redirect to your new shop name automatically, so customers who bookmarked your old page will still find you.

Key Takeaways

  • Shops under 14 days old can change their name unlimited times for free; shops 14 days or older pay $20 and must wait 180 days between changes.
  • Your shop name and Etsy username are separate—changing one does not change the other.
  • Old shop links automatically redirect to your new shop name, so you do not lose customer bookmarks or search visibility.
  • You change your shop name in Account Settings under Shop Info, not in your profile or billing section.
  • Etsy reserves the right to remove shop names that violate their policies, such as names that impersonate other sellers or contain offensive language.

How to change your shop name in Etsy settings

Log into your Etsy account and go to Account Settings. Click on Shop Info in the left menu. You will see a field labeled "Shop name" with your current name displayed. Click into that field, delete the old name, and type your new shop name. Etsy allows up to 40 characters, including spaces and punctuation.

After you type the new name, click the Save button. Etsy will check whether the name is available and whether it violates their shop name policies. If the name is available and passes the check, the change takes effect when ready. You will see a confirmation message at the top of the page. If Etsy rejects the name, you will see an error message explaining why—usually because the name is already taken, contains prohibited words, or looks too similar to another shop.

What happens to your old shop links and customer bookmarks

When you change your shop name, Etsy automatically redirects your old shop URL to your new one. If a customer bookmarked your old shop page or shared a link to your old shop name, that link will still work and will take them to your new shop. You do not lose any traffic or search visibility because of the redirect.

Your shop's search ranking and customer reviews stay attached to your shop account, not to the name itself. Changing the name does not reset your shop history, feedback, or listings. This means a shop with an established reputation can safely rename without losing credibility.

Restrictions on how often you can change your shop name

The 180-day waiting period applies only to shops that are 14 days old or older. This means if your shop is brand new, you can test different names without penalty. Once you have had your shop for two weeks, you are locked into a change schedule: you can change the name once, then you must wait six months before changing it again.

If you try to change your shop name before the 180 days have passed, Etsy will show you an error message with the exact date you become may be able to access to change it again. There is no way to bypass this waiting period, even if you contact Etsy support. Plan your shop name carefully once your shop reaches 14 days old.

Shop name rules and what Etsy will reject

Etsy prohibits shop names that impersonate other sellers, brands, or public figures. You cannot use a name that is identical or nearly identical to an existing Etsy shop. You also cannot use names that contain hate speech, slurs, or sexually explicit language. Names that suggest illegal activity or that mislead customers about what you sell are also rejected.

Etsy does not allow shop names that look like official Etsy accounts or that claim affiliation with Etsy when you are not an Etsy employee. If your shop name violates these policies after you have already created it, Etsy may force you to change it and may suspend your shop until you do. Check Etsy's Shop Name Policy on their Help Center before you submit a new name to avoid rejection.

The difference between your shop name and your Etsy username

Your shop name is what customers see when they visit your store. Your Etsy username is your account login and appears on your profile page and next to your reviews. You can change your shop name through Shop Info settings, but your username is changed through a different menu in Account Settings. Changing one does not affect the other.

Some sellers use the same words for both their shop name and username to keep their brand consistent, but Etsy does not require this. You could have a shop named "Handmade Pottery Studio" and a username of "potter_jane" without any conflict. Just remember that if you change your username, your old username becomes available for other people to use, and your profile links will update to reflect the new username.

Frequently Asked Questions

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

Yes. Your listings stay active and visible during and after a shop name change. The change does not affect your inventory, pricing, or customer orders. All your listings will appear under your new shop name when ready after the change takes effect.

Will changing my shop name hurt my search ranking?

No. Etsy's search algorithm ranks shops and listings based on shop history, reviews, and listing quality, not on the shop name itself. The automatic redirect from your old shop URL to your new one preserves your search visibility. You may see a small temporary dip in traffic while search engines update their index, but your ranking itself does not reset.

What if the shop name I want is already taken?

Etsy will tell you the name is unavailable when you try to save it. You will need to choose a different name. You can try adding a word, a number, or a location to make it unique—for example, "pottery_studio_maine" instead of "pottery_studio." Check whether the name you want is already in use by searching Etsy's shop directory before you attempt the change.

Can I change my shop name back to what it was before?

Only if you are within the 180-day waiting period and have not used your one allowed change yet. If you already changed your name once and are waiting out the 180 days, you cannot change it again until that period ends. If your shop is under 14 days old, you can change it back unlimited times for free.

Do I lose my shop reviews or ratings when I change my shop name?

No. Your reviews, ratings, and shop history stay attached to your shop account. Customers will still see your feedback and star rating under your new shop name. The change is cosmetic and does not affect your shop's credibility or history.