Small Business: A Closer Look at Makers

Overview

Recently, our research looked closer at a very distinct group of small business owners – the makers. GoDaddy Small Business Research Lab’s 2026 surveys found that 32% sell physical goods or products. Of those, 58% make those goods or products themselves, suggesting that 17% of small businesses are small-scale manufacturers.

Trends specific to the maker community

Small-scale manufacturers are more likely to sell their products online than general small businesses, and also to have customers nationwide.

• •81% of makers sell their products on their websites, vs. 69% of other small businesses.
• •40% sell their products on social media, vs. 28% of other small business owners.
• •55% sell their products nationwide, vs. 44%.

Motivations and circumstances behind makers

Many more small-scale manufacturers started their businesses as a side-hustle, or while still working elsewhere, and furthermore, they are more likely to have started in an entirely different field than the one they were already working in. Their motivation also tends to be in pursuit of a cause or a hobby, amid other options like “being my own boss” or “having more success on my own.”

• •62% of makers started their business while still working elsewhere, vs. 51% of other small businesses.
• •65% started in an entirely different field, vs. 46%.
• •42% started to support a cause or hobby they are passionate about, vs. 30%.

Makers are more optimistic

When asked, small-scale manufacturers share that they are more positive in outlook for their own revenue, their income, and the national economy.

• •76% of makers are positive about the business’s revenue prospects over the next six months, vs. 70% of other small businesses.
• •30% expect their income from the business to be significantly greater in 2026 than in 2025, vs. 26%.
• •37% have positive expectations for the national economy over the next six months, vs. 33%.

Who the makers are

• •Two-thirds of makers (65%) are solo entrepreneurs.
• •35% have employees.

This is an interesting sector of the small business world, as research has shown that together small businesses create jobs, reduce unemployment, and drive up household median incomes for the whole community.

The research

Findings are drawn from GoDaddy Small Business Research Lab’s April and July 2026 surveys of small business owners who use GoDaddy’s online platform. N = 3,436, of which 605 are makers, defined as small businesses that sell physical goods or products they make themselves. Discover all the latest research in the Data Hub.