In 2020, Cassie Johnson lost her job, opened an Etsy shop using print-on-demand, and made over $500,000 in just two years—all without touching inventory. Her story isn’t just inspirational; it’s instructional. 

For horse farms, tack shops, and equestrian influencers looking to generate passive income or expand their brand, Etsy + print-on-demand (POD) = a powerful combination. And no, you don’t need to be a tech whiz or creative genius to make it work.

This guide walks you through the key takeaways from Cassie’s journey—and how you can apply them to your own horse-themed Etsy business.

Why Etsy + Print-on-Demand Works for Horse Businesses

For horse people, the idea of selling online can feel overwhelming. You already have a barn full of responsibilities, and managing shipping, returns, and inventory isn’t appealing. That’s where Etsy’s low barrier to entry and POD’s hands-off fulfillment process shine.

Here’s why this combo works:

• No upfront inventory cost: POD companies like Printify or Printful only print products after a customer places an order.
  
• Fast setup: You can list products the same day you open your Etsy shop.
  
• Niche-friendly: Horse lovers are always looking for gifts, barn swag, and equestrian-themed apparel.
  
• Low tech learning curve: You don’t need to code or build a website. Etsy gives you the tools.
  

Step 1: Open Your Etsy Shop the Smart Way

Cassie launched her shop within 24 hours of watching a tutorial on YouTube. The key? She didn’t overthink it.

Don’t waste weeks obsessing over the perfect name or color palette. Pick a horse-themed brand name that’s easy to remember (e.g., “Saddle & Sage” or “Barn Girl Co.”), create a basic logo, and go.

Pro tip: Use the free Canva templates to whip up a decent banner and logo in under an hour.

Step 2: Start Simple, But Start Now

Cassie’s first listing was created in minutes. She used basic text and a simple design—but it sold within 24 hours.

You don’t need to start with hundreds of listings or perfect designs. Horsey slogans like “Ride More, Worry Less” or “Unbridled Spirit” are simple, sellable, and easy to mock up using tools like Canva, Kittl, or Creative Fabrica.

Design ideas for horse farms:

• Barn name + logo shirts for fans and lesson students
  
• Funny horse sayings on mugs or tote bags
  
• “Horse mom” gear (always a winner)
  
• Breed-specific shirts: Arabians, Paints, Quarter Horses, etc.
  

Step 3: Go General, Then Double Down on Winners

Unlike most gurus who preach niching down, Cassie built a general store. Why? Because not every niche sells year-round.

Her advice: list across a wide range of categories and holidays. When you find a winner—like a shirt that sells for horse moms or barn kids—double down. Repackage the design on mugs, tote bags, sweatshirts, and different shirt colors.

For horse farms: If you find “Lesson Barn Kid” shirts are popular, try variations like:

• “Show Team Sweatshirt”
  
• “My Horse is My Therapist” mug
  
• “Kiss My Boots” tote
  

Step 4: Use Etsy Like a Search Engine

Etsy is a search-based platform. Most shoppers aren’t browsing—they’re searching. This means your listings must be:

• Keyword optimized
  
• Mocked up professionally
  
• Filled out completely (title, tags, description, FAQs, etc.)
  

Cassie uses a tool called EverBee to research what competitors are selling well, then creates similar designs in her own style. You can do the same. Look at bestsellers in the equestrian space, then ask: “How can I bring my barn’s personality to this trend?”

Step 5: Create Listings in Bulk, Fast

Cassie has made over 5,000 listings in two years. Her trick? Design once, then repurpose.

Let’s say you create a cute silhouette of a horse and rider. Here’s how you could turn it into 10+ listings:

• White tee
  
• Black tee
  
• Grey hoodie
  
• Pink sweatshirt
  
• Mug
  
• Tote
  
• Sticker
  
• Kids shirt
  
• Tank top
  
• Canvas print
  

Use the same SEO for each, just update the word “shirt” to “mug” or “sweatshirt.” Batch creation helps you test multiple versions and increase your odds of finding a top seller.

Step 6: Prioritize Mockups, Not Overdesigning

Your customer doesn’t care how fancy your graphic design skills are—they care how the item looks in real life.

Cassie keeps her designs simple. Most of her time is spent finding the prettiest mockups she can. For horse-themed shops, this might mean using:

• Rustic barn backdrops
  
• Cowboy boot flat lays
  
• Riders in helmets and breeches
  
• Western hats and saddle pads
  

Use tools like Placeit or free Photoshop (PSD) mockups to style your items professionally.

Step 7: Ride the Trend Waves (But Plan Ahead)

Timing matters. Cassie’s first bestseller was quarantine-themed because that’s what people were buying. As horse people, you can use this insight to plan for:

• Horse show season (spring/summer)
  
• Barn parties (Christmas, Halloween, Kentucky Derby)
  
• Pony camp merch (late spring)
  
• National holidays (4th of July, Thanksgiving)
  

Start prepping for Christmas in July. After each major holiday, take notes on what was popular. That’s what you’ll want to relist—or build new designs around—next year.

Step 8: Expect That Only 20% Will Sell

Not every listing is a winner. Cassie estimates that 80% of her listings don’t sell. But the 20% that do? They make the whole business profitable.

Don’t get discouraged when your first dozen listings flop. That’s normal. You’re collecting data. Once a listing gains traction, use it to:

• Make more designs in the same niche
  
• Improve SEO using actual search terms people used
  
• Add upsells (like mugs, hoodies, or bags)
  

Step 9: Optimize, But Don’t Obsess

Cassie doesn’t stare at her Etsy stats all day. She focuses on making more listings, not overanalyzing the ones that haven’t sold yet.

If your listing gets favorites but no sales, ask yourself:

• Are the mockups realistic and attractive?
  
• Does the design actually speak to horse lovers?
  
• Does the price feel fair?
  
• Is the title descriptive and searchable?
  

Sometimes a simple fix (like replacing a white background with a lifestyle photo) can dramatically increase conversions.

Step 10: Stay Legally Safe

Trademark and copyright issues are a real concern. Cassie avoids brand names (like Jeep, Disney, or AQHA) and always checks phrases using the USPTO database.

Here’s how to stay safe:

• Never copy another shop’s exact design
  
• Avoid pop culture references or celebrity names
  
• Use generic keywords like “funny horse shirt” instead of trademarked ones
  

And always make your designs different enough to be your own.

Final Gallop: The Profit Potential

Cassie’s first year: $134,000 in sales. Her second: over $390,000. Her profit margins hovered around 30%, meaning $90,000 in real take-home profit in one year.

That’s the power of a print-on-demand Etsy shop done right—and for a horse farm, that income could cover hay bills, arena upgrades, or even help pay for a new school pony.

What You Need to Get Started

If you’re ready to launch your equestrian Etsy shop, here’s your starter kit:

1. Open an Etsy account
   
2. Choose a POD provider like Printify or Printful
   
3. Design 5–10 products using Canva, Kittl, or Creative Fabrica
   
4. Create 10–30 listings using lifestyle mockups
   
5. Use SEO tools like EverBee or eRank to optimize your tags
   
6. Promote on social using Instagram Reels, TikTok, or barn newsletters
   
7. Repeat and scale
   

Wrap-Up: Etsy as a Revenue Stream for Horse Brands

Whether you’re a tack shop looking to sell branded apparel, a horse farm wanting to monetize your barn name, or a trainer trying to create merch for your students, Etsy can be a powerful, profitable side hustle—or even a full-time business.

Follow the 80/20 rule, trust the process, and remember: done is better than perfect.

Happy selling—and may your barn merch gallop off the digital shelves!

Visit KristinaDerby.com/blog for more real-world examples, case studies, and marketing ideas for horse businesses of all sizes.

Join our Facebook Group (Horse Business Marketing & Sales Strategies): https://www.facebook.com/groups/horsemarketing