I have created and sold many things over the years. Most recently, I began making felted wool mittens (hardly original, but very marketable in WI). However, on Etsy the mitten market is saturated, and also only appeals at certain times of the year for most buyers.
So, I began to pick my brain for other things to create that would use up scraps too small for mitten parts and that would appeal to more people throughout most of the year. Some of these items are not really coming from who I am but I still enjoy making them. For example, I am not really a techie, but I have tried to provide accessories for that market because I thought it could be successful, and it has. I didn't look at what other people in the felted wool shops were making, but just came up with my own ideas until recently. I do occasionally add popular items, for example bunting. But I haven't looked to see if other felted shops are doing it.
I think this discussion touches on whether we are going to be artists, business people, or a combination of both. I think to succeed on Etsy you need to be both. To make a profit as an artist, you have to actually sell your creations. Etsy is a marketplace afterall.
I was attacted to Etsy because of the Etsy "look" i.e.the photos and styling of successful shops. In developing my technique and branding, I have certainly been influenced by it. But because it was part of my aesthetic in the first place I think it is still "me."