ETSY vs BKNG vs BABA Stock Comparison

Etsy, Booking Holdings and Alibaba Group Holding Prices as of Nov 4, 2026 Peers: Industry group
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ETSY Etsy Inc
$96.26 +35.8% 1M +65.2% 1Y
Market cap
$8.46B
P/E
8.9x
Revenue (TTM)
$3.01B
Div. yield
–
Digital Marketplaces Technology
5 wins
BKNG Booking Holdings Inc.
$170.97 +8.0% 1M -14.4% 1Y
Market cap
$127.15B
P/E
17.9x
Revenue (TTM)
$28.13B
Div. yield
0.73%
Digital Marketplaces Technology
4 wins
BABA Alibaba Group Holding Ltd
$105.38 -4.9% 1M -35.9% 1Y
Market cap
$244.75B
P/E
23.2x
Revenue (TTM)
$150.46B
Div. yield
1.00%
Digital Marketplaces Technology
3 wins

Head to Head

12 decided of 12

Etsy leads on 5 of the 12 questions below (Etsy 5, Booking Holdings 4, Alibaba Group Holding 3). Which ones matter depends on what you are buying for; a cheap multiple and slow growth often come together.

QuestionETSYBKNGBABALeader
Larger companyMarket capitalisation $8.46B $127.15B $244.75B BABA
Cheaper on earningsLower P/E, profitable companies only 8.9x 17.9x 23.2x ETSY
Cheaper on forward earningsLower price / next fiscal year consensus EPS 30.3x 15.7x 15.0x BABA
Faster revenue growthRevenue growth, trailing twelve months +10.8% +8.0% +8.1% ETSY
More profitableNet margin, trailing twelve months 32.8% 25.5% 7.0% ETSY
Better return on capitalReturn on invested capital 17.7% 75.1% 2.4% BKNG
Less leveragedLower net debt / EBITDA 1.3x 0.4x — BKNG
Higher dividend yieldTrailing dividend yield — 0.73% 1.00% BABA
Better 1-year returnPrice return, last 12 months +65.2% -14.4% -35.9% ETSY
Better 5-year returnAnnualised price return, 5 years -18.0%/yr +10.3%/yr -7.9%/yr BKNG
Less volatileAnnualised volatility, 1 year 49.6% 39.4% 40.6% BKNG
Higher overall scoreMean of the five percentile scores vs peers 67/100 59/100 45/100 ETSY

Percentile Scorecard

ETSYBKNGBABA

Each axis is the mean percentile of its metrics against the company's industry group. 100 is the best in the group, 50 the middle.

Scores by Axis

AxisETSYBKNGBABA
Valuation 72 #47 of 166 63 #62 of 166 69 #53 of 166
Growth 56 #68 of 154 34 #102 of 154 17 #128 of 154
Profitability 88 #20 of 154 99 #3 of 154 55 #70 of 154
Financial Health 38 #112 of 179 43 #103 of 179 57 #78 of 179
Shareholder Returns 80 #20 of 97 55 #44 of 97 30 #68 of 97
Overall 67 59 45
  • ETSY ranked among 185 companies in Internet Platforms
  • BKNG ranked among 185 companies in Internet Platforms
  • BABA ranked among 185 companies in Internet Platforms

Price Performance

Price return, split-adjusted, before dividends. Click a name to hide or show it.

Returns

PeriodETSYBKNGBABASPY
1 month +35.8%+8.0%-4.9% -1.0%
3 months +12.2%-17.4%-18.0% -0.4%
6 months +48.2%+1.6%-25.5% +4.5%
Year to date +73.6%-20.2%-28.1% +12.4%
1 year +65.2%-14.4%-35.9% +13.6%
3 years +47.5%+49.5%+23.5% +76.4%
3 years, per year +13.8%+14.4%+7.3% +20.8%
5 years -63.0%+63.2%-33.6% +63.7%
5 years, per year -18.0%+10.3%-7.9% +10.4%
10 years +740.7%+200.1%+8.0% +267.7%
10 years, per year +23.7%+11.6%+0.8% +13.9%

Risk

MeasureETSYBKNGBABASPY
Volatility, 1Y 49.6%39.4%40.6% 12.8%
Downside volatility, 1Y 50.2%38.4%35.7% 12.7%
Beta vs S&P 500, 1Y 1.050.911.11 1.00
Return / volatility, 1Y 1.31-0.37-0.88 1.06
Max drawdown, 5Y -86.3%-39.5%-62.5% -25.4%
From 52-week high 0.0%-22.2%-40.5% -1.6%
52-week high $96.26$219.68$177.18 $779.14
52-week low $44.05$147.94$94.81 $631.97

Valuation History

Weekly multiples on trailing twelve-month fundamentals. Negative or extreme readings (a loss year, a collapsed denominator) are left out so the chart stays readable.

MultipleETSYBKNGBABA
P/E now vs peer median 8.9xmedian 18.2x 17.9xmedian 18.2x 23.2xmedian 18.2x
P/S now vs peer median 2.8xmedian 1.5x 4.5xmedian 1.5x 1.6xmedian 1.5x
EV/EBITDA now vs peer median 17.4xmedian 15.3x 13.4xmedian 15.3x —median 15.3x
P/FCF now vs peer median 10.5xmedian 12.2x 13.8xmedian 12.2x 7.4xmedian 12.2x
P/B now vs peer median -12.5xmedian 1.8x -12.2xmedian 1.8x 1.5xmedian 1.8x
PEG now vs peer median 0.17median 0.38 -0.30median 0.38 -16.13median 0.38

Financial History

Reported figures by fiscal period, placed on the calendar year (or quarter) each period ended in, so companies with different fiscal years line up.

Trailing twelve monthsETSYBKNGBABA
Revenue $3.01B $28.13B $150.46B
Gross profit $2.15B – $57.45B
Operating income $421.53M $9.22B $4.39B
Net income $987.28M $7.18B $10.08B
Free cash flow $804.21M $9.24B $33.19B
R&D $461.04M – $10.68B
EPS (diluted) $8.42 $9.53 $4.38
Cash & equivalents $2.07B $15.81B $21.06B
Total debt $2.99B $20.06B $21.57B
Shares (diluted) 117.24M 753.00M 2.40B
Enterprise value $2.02B $60.90B $66.83B

All Metrics

58 metrics · best in bold

Bold marks the best reading: the lowest positive value for multiples, leverage and payout, the highest for everything else. The bar under each value is its percentile against that company's own peers. Hover a value for its rank and the peer median.

Valuation

12 metrics
MetricETSYBKNGBABA
P/E 8.9x 17.9x 23.2x
P/FCF 10.5x 13.8x 7.4x
P/Operating cash flow 10.4x 13.3x 21.6x
P/S 2.8x 4.5x 1.6x
P/B -12.5x -12.2x 1.5x
P/Tangible book -12.3x -11.4x 1.5x
EV/EBITDA 17.4x 13.4x –
EV/EBIT 21.7x 14.3x 50.7x
EV/Revenue 3.0x 4.7x 1.5x
EV/FCF 11.4x 14.2x 6.7x
EV/Operating cash flow 11.3x 13.7x 19.7x
PEG (3Y EPS CAGR) 0.17 -0.30 -16.13

Growth

14 metrics
MetricETSYBKNGBABA
Revenue growth (1Y) 10.8% 8.0% 8.1%
Revenue CAGR (3Y) 3.5% 10.9% 5.6%
Gross profit growth (1Y) 7.4% – 0.2%
Gross profit CAGR (3Y) 3.9% – 6.5%
Operating income growth (1Y) 18.3% 8.2% -77.5%
Operating income CAGR (3Y) 11.5% 11.9% -35.9%
Net income growth (1Y) 442.0% 42.3% -50.0%
Net income CAGR (3Y) 43.5% 10.6% -3.6%
EPS growth (1Y) 477.7% -93.8% -47.9%
EPS CAGR (3Y) 51.9% -59.9% -1.4%
Operating cash flow growth (1Y) 14.1% 10.7% -45.8%
Operating cash flow CAGR (3Y) 4.9% 5.4% -27.8%
Free cash flow growth (1Y) 16.2% 11.1% -8.5%
Free cash flow CAGR (3Y) 5.1% 5.6% -0.6%

Profitability

14 metrics
MetricETSYBKNGBABA
Gross margin 71.3% – 38.2%
EBITDA margin 17.4% 34.9% –
Operating margin 14.0% 32.8% 2.9%
Pretax margin 15.5% 32.9% 9.7%
Net margin 32.8% 25.5% 7.0%
FCF margin 26.7% 32.8% 22.1%
Operating cash flow margin 26.9% 34.0% 7.5%
Return on equity – – 6.2%
Return on assets 33.0% 24.8% 3.6%
Return on invested capital 17.7% 75.1% 2.4%
Return on capital employed 47.5% 96.0% 2.1%
Asset turnover 1.1x 1.0x 0.5x
Cash conversion (OCF / net income) 0.8x 1.3x 1.1x
Stock comp / revenue 7.7% 2.1% 1.1%

Financial Health

11 metrics
MetricETSYBKNGBABA
Debt / assets 94.3% 71.0% 7.5%
Debt / equity -4.4x -1.9x 0.1x
Net debt / EBITDA 1.3x 0.4x –
Debt / FCF 3.7x 2.2x 0.6x
Liabilities / assets 121.4% 136.8% 43.6%
Equity / assets -21.4% -36.8% 56.4%
Interest coverage 18.7x 8.3x 3.2x
Current ratio 1.4x 1.1x 1.4x
Quick ratio 1.3x 1.0x 0.6x
Cash ratio 1.2x 0.8x 0.6x
Altman Z-score 1.94 6.39 2.35

Shareholder Returns

7 metrics
MetricETSYBKNGBABA
Dividend yield – 0.7% 1.0%
Net buyback yield 10.7% 9.5% –
Shareholder yield 10.7% 10.2% 1.0%
Payout ratio (earnings) – – –
Payout ratio (FCF) – – –
Dividend growth (1Y) – – –
Dividend CAGR (3Y) – – –

Analyst Estimates

Solid lines are reported fiscal-year results; dashed lines are the consensus for the years ahead. Hover a year for the analysts' high and low, and how each result compared with its estimate.

ConsensusETSYBKNGBABA
Forward P/E 30.3xFY2026 15.7xFY2026 15.0xFY2026
EPS, next fiscal year $3.18FY2026 $10.90FY2026 $7.02FY2026
EPS growth, next FY +128.8%FY2026 +19.5%FY2026 +80.9%FY2026
EPS growth, the year after +34.6% +16.7% +22.8%
Revenue, next fiscal year $2.94BFY2026 $27.56BFY2026 $174.00BFY2026
Revenue growth, next FY +2.0%FY2026 +2.4%FY2026 +17.3%FY2026
Revenue growth, the year after -3.2% +11.4% +14.7%

Institutional Ownership

13F filings, quarter ended Jun 30, 2026
HoldersETSYBKNGBABA
Held by institutions 100.0% 92.9% 10.1%
Institutions holding 559 1,920 1,221
Change in shares held, QoQ +0.0% -9.6% -5.4%
Institutions buying 284 894 557
Institutions selling 184 830 422
Buyers to sellers 1.54 1.08 1.32

Return Correlation

Daily returns, last 12 months

1.00 means two stocks move in lockstep, 0 that they move independently. Pairs below about 0.5 diversify each other.

ETSYBKNGBABA
ETSY 1.00 0.38 0.07
BKNG 0.38 1.00 0.12
BABA 0.07 0.12 1.00

Add a Peer

Largest companies in the same industry

Related Comparisons

Frequently Asked Questions

Which is bigger, ETSY, BKNG and BABA?

Alibaba Group Holding (BABA) is the largest by market capitalisation: Etsy (ETSY) $8.46B, Booking Holdings (BKNG) $127.15B, Alibaba Group Holding (BABA) $244.75B.

Which stock is cheaper, ETSY, BKNG and BABA?

Etsy (ETSY) trades on the lowest price-to-earnings ratio (Etsy (ETSY) 8.9x, Booking Holdings (BKNG) 17.9x, Alibaba Group Holding (BABA) 23.2x). On next year's consensus earnings, Alibaba Group Holding (BABA) is cheapest (Etsy (ETSY) 30.3x, Booking Holdings (BKNG) 15.7x, Alibaba Group Holding (BABA) 15.0x). A lower multiple can reflect slower expected growth, so read it next to the growth figures.

Which company is growing faster?

Etsy (ETSY) grew revenue fastest over the trailing twelve months: Etsy (ETSY) +10.8%, Booking Holdings (BKNG) +8.0%, Alibaba Group Holding (BABA) +8.1%.

Which company is more profitable?

Etsy (ETSY) has the highest net margin (Etsy (ETSY) 32.8%, Booking Holdings (BKNG) 25.5%, Alibaba Group Holding (BABA) 7.0%). On return on invested capital, Booking Holdings (BKNG) leads (Etsy (ETSY) 17.7%, Booking Holdings (BKNG) 75.1%, Alibaba Group Holding (BABA) 2.4%).

Which stock has performed better?

Over the past year Etsy (ETSY) returned the most: Etsy (ETSY) +65.2%, Booking Holdings (BKNG) -14.4%, Alibaba Group Holding (BABA) -35.9%. Over five years, Booking Holdings (BKNG) compounded fastest (Etsy (ETSY) -18.0%/yr, Booking Holdings (BKNG) +10.3%/yr, Alibaba Group Holding (BABA) -7.9%/yr). Returns are price only, before dividends.

Which pays a higher dividend?

Alibaba Group Holding (BABA) has the highest dividend yield: Booking Holdings (BKNG) 0.73%, Alibaba Group Holding (BABA) 1.00%. Etsy (ETSY) pays no regular dividend.

Which stock is riskier?

By one-year price volatility, Booking Holdings (BKNG) has been the steadiest (Etsy (ETSY) 49.6%, Booking Holdings (BKNG) 39.4%, Alibaba Group Holding (BABA) 40.6%). Volatility measures how widely the price swings, not the risk of the business.

Which is the better stock, ETSY, BKNG and BABA?

There is no single answer; it depends on what you are buying for. On the 12 head-to-head measures on this page, Etsy (ETSY) leads on 5. Business Quant does not give investment advice; use the comparison as a starting point for your own research.

Data from SEC filings, exchange prices and consensus estimates, via Business Quant. Percentile scores compare each company with its own peer group, so two companies' scores are each relative to different peers unless you rank against the whole market. Price returns exclude dividends. Nothing on this page is investment advice.