Handmade&Co.

What Handmade&Co. does

Handmade.com (operating as Handmade&Co.) is a video-first, social online marketplace founded in 2025 as a new division of NOVICA that connects verified artisan makers with global consumers seeking authentic handmade goods. The platform hosts more than 10,000 master artisans and over 50,000 handcrafted SKUs across 14 product categories including jewelry, home decor, clothing, accessories, fine art, bath and beauty, and food and beverage. Handmade.com and sister marketplace Novica.com together serve customers in more than 100 countries, with the combined group described as the world's largest fair trade artisan marketplace; the platform has recorded over one million customers and a 4.8 average rating across transactions.

The platform is built around video storytelling infrastructure delivered via Mux video services that showcases maker profiles, product videos, and an editorial "Stories in Motion" feature. Seller-side tooling includes self-onboarding storefronts and AI-assisted listing and translation features that are intended to lower the barrier to entry for makers worldwide. The platform enforces a mandatory Ethical Pledge requiring sellers to commit to handmade authenticity, fair labor principles, safe working conditions, and environmental responsibility. No public API, SDK, or native mobile application is documented; the platform is accessible via the web at handmade.com.

Handmade.com monetizes through marketplace commissions on transactions between verified makers and buyers. Individual product pricing is set by sellers and ranges from approximately $24 (ceramic vases) to over $400 (sculptures), with a "100% Happiness Guaranteed" 30-day return policy. Distribution is primarily through the owned handmade.com storefront, supplemented by cross-promotion with sister marketplace Novica.com, an SEO-driven blog ("The Handmade Edit"), Instagram at @handmade.com.official, and earned media coverage. The company is supported by NOVICA's 25-year fair trade infrastructure and has established strategic alliances with Kiva (microfinance), the International Trade Centre, USAID, the Smithsonian Folklife Festival, and the former Goimagine leadership team hired in April 2026.

Name

Handmade&Co.

Legal name

Handmade.com

Website

https://handmade.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Handmade.com is a video-first global online marketplace founded in 2025 as a division of NOVICA, connecting more than 10,000 artisan makers with over one million customers across 100+ countries through a 50,000-SKU catalog and an Ethical Pledge program.

Ownership category

akta.pro rank

Product category

Handmade Goods Online Marketplace

NAICS

Art Dealers (45992)

akta.pro primary industry

Personalized, Custom & Monogrammed Gifts Retail (CRALAJAC)

akta.pro secondary industry

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)

Keywords

• Handmade goods marketplace
• Artisan e-commerce platform
• Fair trade crafts
• Video-first marketplace
• Handmade seller platform

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Marketplace commission on sales: Handmade.com generates revenue through commissions on transactions between verified artisan makers and customers. Sellers pay fees to list and sell their handmade products on the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Handmade.com operates a global online marketplace that connects artisan makers with customers seeking authentic handmade goods. The platform enables verified artisans to self-onboard and list handmade products across categories including jewelry, home decor, clothing, and fine art, while buyers browse, purchase, and receive items shipped from makers in over 100 countries. Revenue is generated through marketplace commissions on transactions between verified artisan sellers and individual consumers.

Product overview

Handmade.com is a global online marketplace for handmade goods, established as a new division of NOVICA. It operates as a video-first marketplace that connects artisan makers with customers worldwide through storytelling, community, and commerce. The platform offers a comprehensive catalog across 14 product categories including Jewelry, Home & Decor, Clothing, Accessories, Fine Art, Bath & Beauty, Food & Beverage, and more. The sister marketplace is Novica.com, forming the world's largest fair trade artisan marketplace group. The platform provides seller tools including self-onboarding storefronts and AI-assisted features for listing and translation. The Handmade.com Ethical Pledge program ensures sellers commit to ethical practices including handmade authenticity, fair labor, and environmental responsibility.

Differentiator

Problem solved

Functional benefit

Brands

• NOVICA: Sister marketplace and parent company's original brand, launched in 1999/2000 in partnership with National Geographic. NOVICA and Handmade.com together form the world's largest fair trade artisan marketplace group.

Products and services

• Handmade.com Marketplace A global online marketplace for handmade goods that directly connects artisan makers with customers worldwide through verified storefronts, video storytelling, secure checkout, and global shipping to 100+ countries.
• Handmade.com Seller Tools Self-serve platform capabilities for artisan makers to onboard as sellers, build storefronts, list products, and access translation and AI-assisted listing tools to reach global customers.

Quantifiable outcome

• Over 1 million satisfied customers across 50+ countries
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• GoimagineflagshipStrategic or Co-development Partner · 3 April 2026Goimagine was a handmade marketplace that donated profits from every sale to charity. Handmade.com hired Jon Lincoln (former Founder & CEO) as Founding Advisor and Stephanie Romkey (former Creative Director) as Creative Director. A Goimagine community page is under development on Handmade.com. Goimagine makers receive priority onboarding to shape the Handmade.com community from the outset.
• NOVICAflagshipStrategic or Co-development PartnerHandmade.com is a new division of NOVICA, a beloved global leader in fair trade artisan goods. NOVICA was originally launched in partnership with National Geographic in 2000 and pioneered direct-to-consumer global craft e-commerce. Handmade.com leverages NOVICA's global infrastructure, veteran team of marketplace experts, and 25 years of fair trade experience.
• Smithsonian Folklife FestivalcoreStrategic or Co-development PartnerSmithsonian Folklife Festival partnership displaying and selling artisan goods. Smithsonian-focused community page under development on the platform.
• KivacoreStrategic or Co-development PartnerKiva partnership for microfinance support of artisans. Kiva works with NOVICA/Handmade.com to provide financial support to artisan partners.
• International Trade CentrecoreStrategic or Co-development PartnerPartnership with International Trade Centre to empower artisans worldwide through trade facilitation and market access programs.
• USAIDminorStrategic or Co-development PartnerUSAID partnership supporting artisan empowerment and fair trade initiatives.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NOVICA: NOVICA is Handmade.com's parent company and sister marketplace, operating the same handmade-and-fair-trade artisan model globally; together they are described as the world's largest fair-trade artisan marketplace group, with overlapping inventory, sellers, and infrastructure.
• Etsy: Etsy is the dominant global online marketplace for handmade and vintage goods, directly competing with Handmade.com for both artisan sellers and buyers seeking authentic, story-driven products with similar category breadth (jewelry, home decor, clothing, art).
• ArtFire: ArtFire is a long-running online marketplace specifically for handmade goods, crafts, and fine art, with similar artisan-seller onboarding and product-category breadth, making it a direct niche competitor to Handmade.com.
• Goimagine: Goimagine was a U.S.-focused handmade marketplace that donated profits to charity; though now dormant, Handmade.com hired its founder and creative director and is building a dedicated Goimagine community page, making its model and seller base directly comparable.
• Ten Thousand Villages: Ten Thousand Villages is a fair-trade artisan retailer selling handmade home decor, jewelry, and gifts from global artisans, sharing Handmade.com's fair-trade, story-driven, handmade-only positioning and overlapping artisan supply chain.

Emerging players

• Aftcra: Aftcra is an emerging U.S.-focused handmade goods marketplace that emphasizes American-made products; it overlaps with Handmade.com in handmade-artisan categories and competes for both sellers and gift-oriented buyers.
• Faire: Faire is a wholesale marketplace connecting independent brands and makers with retailers; it overlaps with Handmade.com in artisan-supply-side products (home decor, jewelry, accessories) though primarily on the B2B retail-buyer side rather than direct-to-consumer.

Broad incumbents

• eBay: eBay is a broad incumbent e-commerce marketplace with a significant handmade and artisan-crafted category that overlaps with Handmade.com's seller pool and buyer demand, though it competes as a general-purpose platform rather than an authenticity-first vertical.
• Amazon Handmade: Amazon Handmade is Amazon's curated handmade-goods category, offering artisans access to Amazon's massive buyer base. It competes for the same handmade-buyer demand but as a vertical inside a much broader incumbent commerce platform.

Others

• Shopify (Shop App / Shop Pay): Shopify enables individual artisan merchants to build their own D2C storefronts with built-in shoppable discovery, serving as an alternative channel some Handmade.com sellers could use instead of the marketplace, making it an adjacent ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/handmade
• YouTubeyoutube.com/handmade
• Facebookfacebook.com/handmade
• LinkedInlinkedin.com/company/handmade
• Instagraminstagram.com/handmade.com.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Handmade&Co.