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WHOA — Michaels wants to sell the crafts their customers create.

Sure, Michaels is already the best place to buy Cricut, but once you make something with that Cricut, they want to be the place you sell your creations to the world.

The craft store is getting into online handcrafted goods sales, positioning themselves as a direct competitor to Etsy.

Here’s what you need to know:


Michaels is creating a new digital marketplace to compete with Etsy.

The Michaels CEO told the Dallas Morning News that Michaels is in the process of creating a new virtual marketplace for customers to sell their creations.

Similar to Etsy, this marketplace will connect smaller artists and artisans with Michaels’ huge customer base.


Artists will be able to start selling in mid-2022.

There’s a lot we don’t know about the new platform: How much will Michaels take from each sale? What about shipping? Can you use Michaels gift cards to buy these creations?

What we do know is that the launch is going to happen in the middle of 2022. The Michaels website and app are in the midst of a massive overhaul, and when it’s done, the new creators marketplace will be a key feature.

While you’re waiting, we’ve got lots of tips for how to save at Michaels.



Etsy and Michaels have been competing for years.

Etsy yarn product page

Michaels has stepped into Etsy’s domain, but Michaels would probably say, “Etsy started it!”

Back in 2017, Etsy started selling specialty crafting supplies. Although Etsy’s supplies are very different than what Michaels carries — items like artisan yarn makers, ornamental paper, and cosplay costume kits — they became a competitor in the $44 billion crafting industry.

Etsy Who? Michaels Launching Marketplace for Makers