How to Change Your Etsy Shop Name

Three names, and only two can change

Almost every problem with this starts here. Etsy shows three separate names, they live in different settings screens, and they do not follow the same rules.

• Shop name — the storefront buyers see, and the one in your shop URL. Changeable, with limits.
• Username — the login handle in your personal profile address. Cannot be changed. If this is the one you want to change, the answer is a new account.
• Profile or preferred name — the personal name shown on reviews and messages. Changeable freely, as often as you like.

So “how do I change my name on Etsy” has three different answers. Work out which name you actually mean before you go looking for the setting.

How to change your shop name

1. Sign in to Etsy in a web browser
2. Open Shop Manager
3. Go to Settings › Info & Appearance
4. Select the pencil icon next to your current shop name
5. Enter the new name and save

You cannot do this in the Etsy Seller app. It is a browser-only setting, which is why so many sellers conclude the option has been removed — they are looking on a phone.

What Etsy allows in the name

• Between 4 and 20 characters
• Letters and numbers only
• No spaces, and no dashes, underscores, ampersands or punctuation of any kind

Capitalisation is yours to choose and is worth using: SilverPineStudio reads as three words, silverpinestudio reads as a wall. The name also has to be unused by another shop, so have two or three candidates ready before you start.

How many times you can change it

Before your shop opens, freely. After it is live, Etsy applies a limit — and this is the one detail where the guidance in circulation genuinely disagrees. Some sources describe five changes before you need help from support; others describe a single free change. Etsy has moved this rule more than once.

Treat it as scarce rather than free. The reliable version is what your own settings screen tells you at the moment you try, and once you are out of changes the route is Etsy Support with a reason. Plan on getting this right rather than iterating in public.

What happens to your URL and your old links

Your shop URL follows the name, so etsy.com/shop/OldName becomes etsy.com/shop/NewName automatically. Etsy redirects the old shop URL to the new one, so links out on the web do not break the moment you rename.

That covers the links you do not control. The ones you do control still need updating by hand: your social profiles, your business cards, your packaging inserts, your email signature and anywhere your shop name is written into a listing description or an About section.

What renaming actually costs you

Not your rankings. Individual listings keep their own history, and the shop redirect keeps existing links alive. What you lose is recognition — repeat buyers looking for a name they remember, and every place your old name is printed on something you have already posted.

The real cost is that a rename is only half a job. A shop called something new with the old banner, the old avatar, an About section describing the old brand and an announcement in the old voice reads as an abandoned shop rather than a rebranded one.

The list to work through after you rename

• Shop banner and avatar — both usually carry the old name as artwork
• Shop announcement
• The About section, including any story text naming the old brand
• Listing descriptions that mention the shop by name
• Shop policies and FAQs
• Social profiles, and any external site linking to you

Work through it in one sitting. A half-renamed shop is worse than either name on its own.

Verified 8 September 2026 against Etsy’s published seller guidance. Etsy has changed the shop-name limit more than once and third-party guides disagree on the current number — check what your own settings screen offers, and Etsy’s help centre, before relying on any figure.

Frequently asked questions

Can you change your Etsy shop name?

Yes. Sign in to Etsy in a web browser, open Shop Manager, go to Settings › Info & Appearance and select the pencil icon next to your shop name. Before your shop opens you can rename freely; once it is live Etsy limits how many changes you get.

How do I change my Etsy shop name on mobile?

You cannot. Changing the shop name is a browser-only setting and is not available in the Etsy Seller app, which is why many sellers think the option has been removed. Sign in to Etsy in a mobile or desktop browser instead and go to Shop Manager › Settings › Info & Appearance.

How many times can I change my Etsy shop name?

Freely before your shop opens, and a limited number of times after it goes live. Etsy has changed this rule more than once and current third-party guides disagree, describing anywhere from one free change to five. Your own settings screen is the reliable answer at the moment you try; once the changes are used up, further ones go through Etsy Support with a reason.

Can I change my Etsy username?

No. Etsy account usernames cannot be changed. The username is the login handle used in your personal profile address, and it is separate from your shop name, which can be changed, and your profile or preferred name, which can be changed as often as you like. Changing a username means opening a new account.

What are the rules for an Etsy shop name?

Between 4 and 20 characters, letters and numbers only, with no spaces and no dashes, underscores, ampersands or punctuation. Capitalisation is allowed and worth using so the name reads as separate words. The name also has to be one no other Etsy shop is using.

Does changing my Etsy shop name change my shop URL?

Yes. Your shop URL follows the name, so etsy.com/shop/OldName becomes etsy.com/shop/NewName. Etsy redirects the old shop URL to the new one, so existing links on other sites keep working. Links you control yourself, such as social profiles and anything printed, still need updating by hand.

Will changing my shop name hurt my Etsy search ranking?

Not directly. Individual listings keep their own history and the shop URL redirects, so a rename does not reset your search position. What you lose is recognition among repeat buyers, and anywhere the old name is already printed on packaging or written into listing descriptions and your About section.