Yes, you can change your Etsy shop name, but the process depends on how long you have owned the shop

Etsy allows you to change your shop name once every 30 days. If your shop is brand new — fewer than 14 days old — you can change the name as many times as you want during that window. After 14 days, the 30-day waiting period kicks in between changes. This means you can rebrand, but you cannot do it on a whim every week.

The change takes effect when ready once you save it. Your shop URL changes to match the new name, and any old links to your previous shop name will redirect to the new one for a limited time. Customers who have bookmarked your shop or saved your URL will be sent to your new shop automatically, so you do not lose traffic from old links right away.

Key Takeaways

  • New shops (under 14 days old) can change their name as many times as needed, but established shops must wait 30 days between changes.
  • The shop name change is when ready and your shop URL updates to match the new name automatically.
  • Old shop URLs redirect to your new shop for a period of time, protecting you from losing bookmarked links.
  • You change your shop name in Account Settings under Shop Info, not in a separate menu.
  • Changing your shop name does not affect your listings, reviews, or shop history — customers will still see your past sales and ratings.

Where to find the shop name setting in Etsy

Log into your Etsy account and click the Account icon in the top right corner. From the dropdown menu, select Account settings. On the left side of the page, you will see a menu with several options; click Shop info.

At the top of the Shop info page, you will see a field labeled Shop name. This is where your current name appears. Click in the field, delete the old name, type your new shop name, and then scroll down and click the Save button at the bottom of the page. Etsy will confirm the change and your new name goes live when ready.

What happens to your shop URL and old links

When you change your shop name, your shop URL changes to match. If your old shop name was "VintageTeacups," your URL was etsy.com/shop/VintageTeacups. If you change it to "TeacupTreasures," the new URL becomes etsy.com/shop/TeacupTreasures.

Etsy keeps the old URL active and redirects it to your new shop for a period of time. This means customers who bookmarked your old link, shared it on social media, or have it saved in their browser will still land on your shop — they just get sent to the new URL. However, this redirect does not last forever, so if you change your name again, the oldest URL may eventually stop working. For this reason, update your social media profiles and any external websites where you have linked to your shop.

How your shop history and reviews stay intact

Changing your shop name does not erase your shop history, reviews, or sales record. All of your past listings, customer feedback, and shop ratings remain exactly as they were. A customer who purchased from you under your old shop name will still see that transaction in their order history, and the review they left will still be attached to your shop.

This is important for trust: new customers can see that you have been in business for months or years and have positive feedback, even if you just changed your name. Your shop statistics, including total sales and average rating, carry over without any loss.

Restrictions and things to know before you change

You cannot change your shop name to one that is already in use by another Etsy shop. If you try to save a name that another seller has claimed, Etsy will tell you the name is unavailable and ask you to choose a different one. Shop names are case-insensitive, so "VintageTeacups" and "vintageteacups" are treated as the same name.

Etsy also has rules about what shop names are allowed. You cannot use certain words or phrases that violate Etsy's policies, and you cannot impersonate another shop or brand. If you try to use a name that breaks these rules, Etsy will reject it when you try to save. Keep your new name clear, professional, and related to what you sell — this helps customers understand what your shop offers at a glance.

When to change your shop name and what to tell customers

The best time to change your shop name is when you are rebranding your entire business — shifting what you sell, targeting a different audience, or straightforward moving away from a name you no longer like. If you have been in business for a while and have built up reviews and traffic, changing your name is less risky than it would be for a brand-new shop, because your reputation follows you.

If you have regular customers or a mailing list, consider sending them a heads-up before you change your name. A straightforward message like "We are rebranding to [New Name] on [Date] — your bookmarked link will still work" prevents confusion and shows that you are being transparent. This is especially important if your old shop name was part of your brand identity or if customers know you by that name.

Frequently Asked Questions

How long does it take for the shop name change to show up everywhere?

The change is when ready on your shop page and in search results. However, it can take a few hours for the new name to appear in all of Etsy's systems, including email notifications and the Etsy app. If a customer searches for your old shop name, they may still see it in search results for a short time, but clicking on it will take them to your new shop.

Can I change my shop name back to a previous name?

Yes, as long as no one else has claimed that name in the meantime. You will still have to wait 30 days between changes if your shop is established. If you change your name and then want to switch back, you can do so after the 30-day waiting period ends.

Will changing my shop name hurt my search ranking on Etsy?

Etsy's search algorithm is based on your shop's history, reviews, and listing quality, not your shop name. Changing your name does not reset your ranking or penalize you. However, if your old shop name was optimized for search terms related to what you sell, your new name might not be — so choose a new name that is still relevant to your products if you want to maintain visibility.

What if I want to use special characters or spaces in my shop name?

Etsy shop names can include spaces and some special characters, but the shop URL will only use letters and numbers. For example, if your shop name is "Teacup & Treasures," your URL will be etsy.com/shop/TeacupTreasures (the ampersand is removed). Check how your name looks as a URL before you save it.