“Handmade” is one of the most-searched words on every gift site, which is exactly why it gets used loosely. Alongside real makers, online marketplaces carry factory-made items with a handmade-sounding description, products resold from wholesale catalogues, and, more and more, prints and mugs with artwork generated by AI. None of it is illegal on its own, but if you are paying for something made by a person, you want to know you are getting it.
Here are the signs we look for when we check listings against our own handmade policy.
1. The maker tells you who they are
Real makers usually want you to know them. Look for a shop page with a name, a location and a few lines about how they started and how they work. A shop with no About section, no location and hundreds of unrelated products is a warning sign.
2. The photos look like a real place
Handmade shops tend to have photos taken in the same kitchen, garden or studio, with the same table and the same light. Some will show the work in progress. Warning signs are glossy studio shots on pure white that look like a manufacturer’s catalogue, or the same product photographed in a different style in every listing.
3. There is natural variation
Things made by hand differ slightly from one to the next. Good makers say so: “each one is unique”, “glaze colours vary”, “the grain will differ from the photo”. A listing that promises every item is identical, in stock in the hundreds, is unlikely to be handmade.
4. The materials are specific
A maker knows exactly what they used: “hand-dyed British wool”, “sterling silver, hallmarked in Birmingham”, “soy wax with a cotton wick”. Vague descriptions such as “high quality material” or “alloy” suggest a product that was bought in.
5. The price and the timescale make sense
Handmade takes time. A hand-knitted jumper for £15, or a made-to-order piece promising next-day dispatch, should make you look twice. Realistic dispatch times, often a few days to a couple of weeks for made-to-order pieces, are a good sign.
6. The same photo is not everywhere
This is the most reliable check. Use Google Lens or a reverse image search on the main photo. If the same picture appears on wholesale sites, or on dozens of other shops, the item is being resold. A real maker’s photos only lead back to their own shops.
7. The artwork has the tell-tale signs of AI
For prints, cards, mugs and T-shirts, look closely at the design. AI-generated images often have text that does not quite make sense, hands with the wrong number of fingers, patterns that do not repeat properly, and an over-smooth, glossy finish. A shop that adds dozens of new designs a day in very different styles is unlikely to be drawing them.
8. Ask the maker
If you are unsure, send a message. Ask how long it takes to make, or whether they can do it in another colour. A maker will usually answer quickly and in detail, because they know the answer. A reseller tends to give vague replies or none.
How marketplaces handle it
Each site draws the line in a different place. Etsy allows items made by the seller, items “designed by” the seller and made by a production partner, vintage, and craft supplies, and labels listings accordingly. Not On The High Street curates small businesses rather than strictly handmade work. Folksy is for handmade work and craft supplies.
On Crafter’s Market UK, our handmade policy allows three things: items made by the seller through a craft practice, the seller’s own original designs (even if the printing is outsourced), and craft supplies listed as supplies. Designs generated by AI tools are not allowed. We check listings by sampling and by reviewing anything shoppers report, and we remove listings that break the policy.
What to do if something is not what it seemed
If you have bought something sold as handmade that clearly is not, contact the seller first. If the item is not as described, you are entitled to a refund under the Consumer Rights Act. Tell the marketplace too. On Crafter’s Market, contact us with the listing link and we will look into it.
Where to start
The simplest way to avoid the guesswork is to buy from a handmade-only marketplace and from makers who are happy to talk about their work. Our Editor Picks are a good place to begin, and our guide to where to buy handmade gifts online compares the main options.
How can I tell if something on Etsy is handmade?
Check the shop’s About section and location, look for natural variation and specific materials in the description, and run a reverse image search on the main photo. Etsy also labels listings as made by, designed by, sourced or handpicked by the seller, which tells you how it was produced.
Is AI-generated art allowed on handmade marketplaces?
It depends on the marketplace. On Crafter’s Market UK, designs generated by AI tools are not allowed. Other sites allow it with a label or under certain rules, so check the listing and the site’s policy.
What does “designed by” mean on a listing?
Usually that the seller created the design, but the product was made by someone else, such as a print-on-demand company or a factory. It is not the same as handmade.
Can I get a refund if an item sold as handmade is mass-produced?
If the listing described it as handmade and it was not, it is not as described, and you are entitled to a refund under the Consumer Rights Act 2015. Contact the seller first, then the marketplace.