Etsy: A Dietary Supplements E-commerce Platform That Relies On Community Success
Nov 26, 2024
In 2005, Etsy, an e-commerce website specializing in handicrafts, was launched in a small apartment in Brooklyn, New York, USA. At the beginning of its launch, Etsy was favored by investors and received three rounds of financing within 3 years.
"eBay is like a super flea market, Amazon is like a department store, and Etsy is an online trading market specially built for craftsmen and artists." This is the motivation of founder Rob Kalin to establish Etsy.
97% of Etsy's current registered users are women, the average age of sellers is 35 years old, and the average age of buyers is 32 years old. Together, they have created 42 million unique visits to Etsy every month.
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"Handmade" is the first label of Etsy. Etsy rejects all reselling and mass-produced products. Only handmade products can be traded on Etsy, and the seller himself must be the designer and maker of the product. In order to maintain this principle, Etsy has formed a special team, the Etsy Content Team, and developed the backend software SCRAM to evaluate and review sellers and products. During the review process, sellers will be asked various detailed questions, such as the address of the studio, whether there are partners, where the raw materials come from, how the products are produced... Sellers are also required to provide product details and videos as certification materials. In addition, the team is also responsible for handling anonymous reports from netizens - if netizens find that a product on the website violates the rules, they can click "Report this product to Etsy" on the lower right side of the page or send an email. Once the report is confirmed to be true, the seller will be asked to stop trading the product. If it is found that most of the seller's products are not handmade, the seller will be blocked.
Another label of Etsy is "Community". "We have been thinking about how to improve the user experience, and open communication with users is often our source of inspiration." Goyal once told the media.
On the navigation bar of Etsy's homepage, there are two menus, "Community" and "Blogs", which are open to Etsy employees and users. The former includes sub-menus such as community, group, online class, forum, etc., and the latter includes sub-menus such as news, blog, seller diary, etc. In these sections, Etsy and sellers, sellers and sellers, and sellers and consumers can communicate freely.
How much does Etsy value the community? In 2008, when Etsy had only 50 employees, 15 employees were involved in community operations. Etsy once conducted a survey on its customer base, one of the questions was "How did you know Etsy?" Most people answered "word of mouth".
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"It allowed me to escape from the creaking technology and the inhuman feeling." Claire Ferrante, a Boston girl who had been running an online store on eBay, moved her store to Etsy in 2011. "What really attracts me about Etsy is that it makes art a more democratic thing, and it is emotional," said Emily Martin, an artist from Georgia, who sells paintings on Etsy.
"Etsy's success is actually the success of the community," Kruti Patel Goyal, Etsy's global vice president, told the media.
This community operation method has attracted many excellent craftsmen and established a unique advantage in the handmade market. At the same time, word-of-mouth from website users has also saved the company a lot of marketing costs.
Another label of Etsy is "Community". "We have been thinking about how to improve the user experience, and open communication with users is often our source of inspiration." Goyal once told the media.
On the navigation bar of Etsy's homepage, there are two menus, "Community" and "Blogs", which are open to Etsy employees and users. The former includes sub-menus such as community, group, online class, forum, etc., and the latter includes sub-menus such as news, blog, seller diary, etc. In these sections, Etsy and sellers, sellers and sellers, and sellers and consumers can communicate freely.
How much does Etsy value the community? In 2008, when Etsy had only 50 employees, 15 employees were involved in community operations. Etsy once conducted a survey on its customer base, one of the questions was "How did you know Etsy?" Most people answered "word of mouth".
"It allowed me to escape from the creaking technology and the inhuman feeling." Claire Ferrante, a Boston girl who had been running an online store on eBay, moved her store to Etsy in 2011. "What really attracts me about Etsy is that it makes art a more democratic thing, and it is emotional," said Emily Martin, an artist from Georgia, who sells paintings on Etsy.
"Etsy's success is actually the success of the community," Kruti Patel Goyal, Etsy's global vice president, told the media.
This community operation method has attracted many excellent craftsmen and established a unique advantage in the handmade market. At the same time, word-of-mouth from website users has also saved the company a lot of marketing costs.
