As of March, 2016, Etsy's top three competitors according to Hoovers Online are Amazon Handmade, Craigslist, and eBay. Etsy has been compared to "a crafty cross between Amazon and eBay", and to "your grandma's basement". Etsy also has a number of direct competitors. DaWanda [de], based in Germany, closed in August 2018, ezebee.com, based in Switzerland, is a global competitor, but also caters to freelancers and professionals Bonanza (formerly Bonanzle and 1000 Markets) is based in the United States and focuses on clothing and fashion, Zibbet and Made It which are based in Australia, iCraft is based in Canada, Artfire is based in the United States, and Hello Pretty is an online craft marketplace targeted at South Africans. Tindie is based in Portland, Oregon, and focuses on technology and electronics. ArtYah is based in California, United States undergoing speedy growth and has worldwide sellers and consumers of handmade items, vintage and some craft supplies.
Keep in mind that there are already many handmade greetings cards available. To be really successful, you need to offer something a little different. In many areas, the market is swamped with handmade cards. An example of a niche is a "green" handmade card business where all products used are recycled, sustainably sourced, or some portion of proceeds benefit ecology projects around the world. When you are thinking about a niche, a great place to start is to think about the things that inspire you or make you smile.
The presentation of the cards—the packaging—helps make a successful handmade card business. A card that is neatly presented in a cellophane envelope looks more professional and can command a higher price than one that is unpackaged. Presenting cards in some form of packaging stops cards from becoming dirty or dog-eared and it also gives the ideal opportunity for further marketing. A label on the back with your phone number or website address could help you solicit further orders. Remember to consider shipping and packaging when factoring the costs per unit in your pricing formula.