Shop name
The URL handle that identifies your Etsy shop, not the descriptive tagline beneath it.
- Length: 4 to 20 characters
- Characters: letters and numbers only, with no spaces, hyphens, or punctuation
- URL: the name becomes etsy.com/shop/YourShopName
- Where to edit: Shop Manager > Settings > Your shop > Shop name > Edit
Your Etsy shop name is the compact identifier at the top of your storefront. It is also the handle inside your shop address, so a name such as NorthPineStudio produces etsy.com/shop/NorthPineStudio. It is not the sentence that describes what your shop sells.
Etsy shop name rules
Etsy requires a shop name to be 4 to 20 characters long. Use letters and numbers only. Spaces, hyphens, and punctuation are not accepted, so sellers often capitalize the first letter of each word to keep a combined name readable.
You can edit it in Shop Manager > Settings > Your shop > Shop name > Edit. Etsy currently allows an open shop to change its name up to five times in those settings. Further changes require Etsy Support approval.
Why the name is effectively permanent in practice
A name change updates the shop URL. Etsy says links using the previous shop name automatically redirect to the new one, but the old name also becomes unavailable to other sellers. You may still need to update packaging, social profiles, saved graphics, and any written references to the old address.
That makes the field more like a durable brand handle than a short SEO description. Choose something memorable, readable without spaces, and broad enough to survive changes in your product mix. Do not try to compress a list of keywords into 20 characters.
Where descriptive keywords belong
Use the shop title to summarize the range of items you sell. Use your shop description and About section for the wider story. For individual products, put accurate search language in the listing title, tags, attributes, and description.
To separate all three fields, read shop title for the storefront tagline and title for the 140-character title attached to one listing.
- Keyword-stuffing a field that is too short to carry useful keyword coverage.
- Confusing the shop name with the shop title, which is the descriptive tagline below it.
Other glossary entries that connect to this one
All Listings workspace
Search, sort, filter, and edit every listing in your shop from a single synced view - no more bouncing between Etsy tabs.
Bulk edits with a review step. Built for sellers.
Connect your Etsy shop and start managing your catalog in bulk. Free to start, no credit card required.