Michaels debuts third-party marketplace for handmade items

The Michaels Companies is moving onto Etsy's turf. 

Following a three-month beta test, the specialty arts & crafts retailer is officially launching MakerPlace by Michaels, an online marketplace offering handmade goods, artist-led classes, how-to guides, and access to Michaels’ assortment of supplies and componentry.

The MakerPlace marketplace features dozens of categories of handmade items, including jewelry, home décor, art, accessories, crafting arts, bath and beauty and clothing.  The site also offers  access to maker-led classes and how-to’s. At launch, MakerPlace sellers have listed hundreds of thousands of SKUs alongside classes and how-to's for all skill levels.

The rollout of MarkerPlace follows Michaels’ February 2023 introduction of a third-party digital marketplace featuring more than 750,000 curated products from selected sellers. By offering an online platform for buying and selling handmade goods, Michaels is competing with handmade e-commerce pioneer Etsy, as well as similar platforms operated by retailers including Amazon and 1-800-Flowers.com.  

Seller listings are free on MakerPlace. Sellers also have extra ways to earn on MakerPlace by hosting virtual classes and posting how-to guides with supplies lists that earn commission when materials are purchased on Michaels.com. 

MakerPlace offers sellers the option of Basic and Professional membership tiers, as well as multiple shipping options. Sellers will also receive discounts on Michaels products and support from Michaels marketing to help reach customers. According to Michaels, it created MakerPlace using feedback from makers and artists to inform key launch and roadmap features. 

“The launch of MakerPlace by Michaels deepens our ability to support customers in all of their creative pursuits, whether that be learning new skills, discovering handmade goods, or growing their own handmade business,” said Ashley Buchanan, CEO at Michaels. “MakerPlace provides a new way to buy and sell unique handmade art, gifts, goods and classes while empowering our customers to directly support or become handmade sellers themselves.”

“Our research found that nearly three in four makers believe there’s a void in the online marketplace landscape today, and that existing platforms come with pain points like high upfront costs, increasing fees for product listings and competition with an overflow of mass-produced goods,” said Heather Bennett, executive VP of marketing and e-commerce at Michaels. “MakerPlace by Michaels was designed in direct response to these challenges with the goal of helping handmade artists and makers succeed.”

Based in Irving, Tex., The Michaels Companies Inc. operates 1,290stores in 49 states and Canada, and online at Michaels.com and Michaels.ca. The Michaels Companies also owns Artistree, a manufacturer of custom and specialty framing merchandise.