Selling Woodwork Online: A Complete Guide
The internet has opened markets that woodworkers couldn’t have imagined a generation ago. Today, a maker in rural Maine can sell to customers in California without ever meeting them. But selling online successfully requires understanding different platforms, shipping logistics, and how to present handmade work in a digital marketplace.
Choosing Your Sales Channels
Each platform offers different audiences, fees, and features:
Etsy remains the dominant marketplace for handmade goods. Its built-in audience of craft-appreciating buyers provides discoverability you’d never achieve alone. Transaction fees (6.5% plus payment processing) eat into margins, and competition is intense. Best for: Smaller items, gifts, production work you make repeatedly.
Your own website with e-commerce functionality keeps you in control. No marketplace fees beyond payment processing (typically 2.9% plus $0.30). However, you must drive all traffic yourself through marketing efforts. Platforms like Squarespace, Shopify, or WooCommerce make setup accessible. Best for: Higher-end pieces, established makers with existing audiences, custom commissions.
Amazon Handmade reaches Amazon’s massive customer base but requires approval to join. Fees are competitive with Etsy. The audience expects fast shipping and easy returns, which challenges some makers. Best for: Production items, woodworkers comfortable with volume expectations.
Craft marketplace apps like Faire connect you with retail buyers. These wholesale relationships typically require offering 50% off retail pricing but can provide volume orders. Best for: Makers ready to scale production, products suited to retail environments.
Many successful makers use multiple channels—Etsy for discovery, their own site for premium sales, and social media for direct transactions.
Product Photography for Online Sales
Online buyers can’t touch your work or see it in person. Photography must communicate everything:
Show the piece from multiple angles—front, sides, detail shots of joinery or grain, and context photos showing scale and use. A single photo isn’t enough for purchase decisions.
Consistency matters for marketplaces. Use similar backgrounds, lighting, and composition across listings to create a cohesive brand presence.
Lifestyle photography—pieces shown in beautiful homes—helps buyers envision your work in their spaces. This requires more effort but significantly impacts conversions.
Consider video for complex pieces. A 30-second walk-around reveals depth and dimension that photos cannot.
Writing Descriptions That Sell
Your listing description must anticipate every question a buyer might have:
Dimensions: Exact measurements, including any relevant tolerances for handmade variation.
Materials: Wood species, finish type, hardware materials. Buyers appreciate knowing exactly what they’re getting.
Care instructions: How should they maintain the piece? What should they avoid?
Lead times: Is this item ready to ship or made to order? How long will production take?
Shipping information: Carriers used, packaging approach, insurance, and delivery timeframes.
Beyond specifications, tell the story. What inspired the design? What makes your process special? Why should they buy handmade instead of mass-produced?
Pricing for Online Markets
Online pricing must account for platform fees, shipping logistics, and competitive pressure:
Factor marketplace fees into your pricing—a 6.5% transaction fee means you keep $93.50 of each $100 sale before other costs.
Free shipping converts better, but factor those costs into product pricing. Customers prefer $60 with free shipping over $50 plus $10 shipping, even though they’re identical.
Research competition, but don’t race to the bottom. Competing on price against overseas manufacturers is a losing strategy. Compete on quality, craftsmanship story, and customer experience instead.
Shipping and Logistics
Shipping is often the biggest challenge for online woodwork sales:
Small items (cutting boards, boxes, small decor) ship easily via USPS, UPS, or FedEx. Pack securely in appropriate boxes with sufficient cushioning.
Medium items (chairs, small tables) may require freight carriers or specialty services. Research options in your area and build relationships with reliable shippers.
Large items (dining tables, large cabinets) often require white-glove delivery services or blanket-wrap freight. These services are expensive but protect both the piece and customer experience.
Build shipping costs into your business model. Offer local pickup as a free option, regional delivery at reduced rates, and ship-anywhere pricing for distant customers.
Pack like your package will be thrown—because it probably will be. Corners are especially vulnerable. Use furniture blankets, corner protectors, and sturdy boxes or crates.
Customer Service Online
Without face-to-face interaction, written communication carries extra weight:
Respond to inquiries quickly—within 24 hours, ideally within a few hours. Fast responses signal professionalism.
Provide order updates proactively. When production begins, send a note. When you’re finishing, share photos. When you ship, provide tracking. Customers left wondering become anxious customers leaving bad reviews.
Handle problems gracefully. Shipping damage happens despite best efforts. Customers who receive quick, generous resolution often become your biggest advocates.
Building Repeat Business
Acquiring a new customer costs far more than retaining an existing one. Encourage repeat purchases:
Include business cards, care instructions, and perhaps a small surprise gift with orders. These touches create memorable experiences worth sharing.
Collect emails (with permission) and send occasional updates about new work, promotions, or restocks.
Ask satisfied customers for reviews and referrals. Positive reviews dramatically impact marketplace conversion rates.
Scaling Considerations
Online sales can grow faster than production capacity allows. Consider:
Made-to-order versus ready-to-ship inventory. Made-to-order reduces risk but limits volume. Inventory requires capital and storage but enables faster fulfillment.
Which items suit your production capabilities? Simple items you can make efficiently scale better than complex one-off pieces.
When demand exceeds capacity, raise prices. This naturally moderates demand while increasing revenue per piece.
Selling online successfully combines your woodworking skills with new skills in photography, writing, logistics, and customer service. Master these, and the internet becomes a powerful tool for building a sustainable woodworking business.
