Growing Beyond Etsy: Why I Decided to Build My Own Website

When I first started selling my handmade soaps, candles, and bath products, Etsy was the perfect place to begin.

As a new small business owner, Etsy gave me a way to introduce my products to customers, learn how online selling works, and gain valuable experience. It allowed me to focus on creating while Etsy handled many of the technical aspects of operating an online store.

For that, I will always be grateful.

Over the years, however, Bath Essentials by Ani has continued to grow. I’ve expanded my product line, improved my packaging, refined my recipes, and developed a clearer vision for what I want my business to become.

As that vision grew, I began to realize I wanted a place that truly felt like home for my brand.

That’s what led me to Shopify.

Building my own website has been both exciting and challenging. Unlike Etsy, where much of the structure is already in place, creating a Shopify store allows me to design every part of the customer experience, from the colors and layout to the collections, blog articles, and educational resources I share.

Most importantly, it allows me to tell the story behind my products and connect with customers in a more personal way.

With Shopify, I can:

✔ Organize products into collections

✔ Share behind-the-scenes stories and tutorials through my blog

✔ Offer seasonal product launches

✔ Create gift guides and self-care recommendations

✔ Add new products and digital downloads more easily

✔ Build a community around handmade products and self-care

My website gives me the freedom to grow and create experiences that simply aren’t possible on marketplace platforms alone.

Etsy Isn’t Going Anywhere

One question I’ve been asked is whether I’m leaving Etsy. The answer is no.

Etsy has been an important part of my business journey and will continue to be a place where customers can discover my products. However, my Shopify website Annie Bear & Co will become the primary home for Bath Essentials by Ani moving forward.

Looking Ahead

This new chapter is about growth, creativity, and creating a better experience for my customers.

You’ll continue to find the handmade soaps, candles, bath products, gift sets, and seasonal creations you’ve come to expect, along with new collections, blog content, and special website-exclusive offerings.

Building this website has reminded me of something I’ve learned many times throughout this journey: growth often begins just outside our comfort zone.

I’m excited for what comes next and grateful to everyone who has supported my small business along the way.

Whether you’ve purchased from Etsy, visited my website, shared a post, or simply cheered me on, thank you for being part of this adventure.

The best is yet to come.

— Ann