I think one way to look at this is that--why are Meta and Google so successful? Because they are basically an index fund on the world economy right. If you want to sell soup in Jakarta you advertise on Instagram. If you want to sell paint in France you advertise on Youtube. If you want to sell T-Shirts in Boston you advertise on Facebook

So then the flipside is that without ads these sellers now have to complete head on with giant companies who have all the brand recognition. Now you need to somehow make your Etsy store viral instead of just putting it in Facebook ads