This post -in no way- means to discourage anyone who has a creative calling and wants to start a business on Etsy, Amazon or any other platforms. This is just a cautionary tale of what you should avoid if you want to be successful.

Starting a t-shirt business on Etsy felt like a dream at first. 🙂 I’d watched countless YouTubers break down how “easy” it was to get started with just a few designs, a free Canva account, and a sprinkle of creativity. I fell into the trap. After binging countless passive income, financial freedom and “how to start a tshirt business” videos later, I took the courage to finally start a personalized products business on Etsy.

Fast forward a few months: no sales, dwindling motivation, and a shop I eventually abandoned.

So why did my Etsy t-shirt business fail?

Let’s break it down—honestly. Here’s a download of what You MUST Know Before Starting!

1. YouTube Made It Look Easier Than It Is. Period.

If you’ve ever watched a “How I Made $10K in My First Month on Etsy” video, you know the vibe: exciting music, energetic editing, and a promise that success is just a few clicks away. But behind the scenes, things are very different. It doesnt show the different failed businesses the youtuber must have had to get to the first 10K. I was naive to have beleived it comes easy. Everyones story is different. Everyone has the below curve in entreprenuership. So you need to have the appetite to hit rock bottom before an exponential boom. So if you are ready to endure it, go for it.

What YouTube often doesn’t show:

• The hours spent learning design tools and setting up a print on demand store
• Countless product mockups and listing edits
• The harsh truth about Etsy’s saturated market

I got sucked into the highlight reel—and it cost me.

2. I Wasn’t Consistent

Consistency is everything on Etsy.

I launched with a few designs, waited for results, and when they didn’t come quickly, I slowed down. Then I stopped. Perseverance wins. So, even if it is a side hustle, are you ready to really “hustle”? This is definitely not a “get rich in few months” game.

But Etsy rewards sellers who:

• Regularly update listings
• Add new designs frequently
• Stay active in the marketplace
• And then, stick to what is a hit.

I didn’t do any of those things consistently, and my shop faded into digital obscurity, lost in the world of countless Etsy stores.

3. It Wasn’t as Cheap as I Thought

Everyone says starting a t-shirt business is low-cost. And while that’s partially true, if you want to make real sales, you’ll need to spend money—often more than you expect.

Here’s where the costs added up for me:

• Canva Pro for better design tools or Adobe photoshop for better edits
• Etsy listing($0.20 per listing) and renewal fees
• Etsy fees for sale – reduced profit margins as other established sellers offer a competitive price
• Print-on-demand samples (you want to check quality, pay them for their services, right?)
• Etsy ads just to get seen
• Branding tools and mockups for a professional look. You can’t be using the same branding as other shops. What’s your distinguishing design? For that, you will have to invest in tools.

NONE of this is mentioned in the CLICK BAIT youtube success videos. I wasn’t financially prepared to invest steadily, and it showed.

4. I Wanted Full-Time Results from a Part-Time Effort

I told myself this was “just a side hustle.” As I had a full time job and other commitments, this was supposed to be a passive income stream. Until you are established, this is not “Passive”. You will have to put in effort to get the store set up and running and get some products that become best sellers. Deep down, I hoped for big profits with minimal time. Bad idea.

The shops that thrive on Etsy:

• Treat it like a real business
• Research trends, SEO, and marketing
• Invest time into branding and community-building

Simply uploading a few t-shirts and waiting doesn’t work anymore.

5. Great Designs Don’t Sell Themselves

I thought my designs were cool. And maybe they were—but that’s not enough. You have to reach the buyers.

Etsy success = design + discoverability + marketing.

If people can’t find you or trust your brand, they won’t buy—even if your shirt is amazing. I didn’t invest enough in:

• Keyword research
• Clean branding and a shop niche
• Social media promotion or email marketing – this is a must! You should be knowing how to sell.

That was a costly mistake.

What I’d Do Differently (If I Started Again)

Looking back, failing at this venture taught me something that you can ensure does not not let you down. If I were to relaunch, I’d:

1. Set realistic expectations – for effort, time put in and cost
2. Build a content + marketing plan – this needs to be in. This is how I would get my buyers
3. Budget for the long run, not just launch – I’ll factor in the set up cost, listing cost, store cost and software tools cost in the money I allocate for this.
4. Choose a clear brand niche
5. Stay consistent, no matter how slow it feels – not give up when I hit rock bottom.

If you’re thinking about starting an Etsy t-shirt business, don’t let this discourage you. Let it inform you if anything. It can work—but it’s not magic. It’s not passive. And it’s definitely not as easy as YouTube makes it look.

Learn from my mistakes, and go in with a STARTEGY—not just a dream.

Have you tried launching your own Etsy shop? Share your experience in the comments—I’d love to hear what worked (or didn’t) for you.