Etsy CEO Josh Silverman yesterday addressed concerns of the marketplace’s merchants on selling vintage goods by saying that they remain a ‘real treasure of Etsy.’
Etsy CEO and Kruti Patel Goyal, general manager of seller services, have answered concerns of Etsy’s sellers on November 13 during a podcast on the peak season marketing, on whether the handmade products, on which the marketplace puts great focus, will be of more importance that vintage items this peak.
Commenting on a seller question “will you be actively promoting vintage in any of your advertising?” Silverman suggested that Etsy is willing to invest in the product category to help merchants grow their businesses. But, pointing to the fact that shoppers aren’t naturally inclined to shop for vintage goods on Etsy, he argued that these types of products serve as a “differentiator” for the marketplace. He also remarked on how much the marketplace is spending each year on their marketing campaigns to promote products.
“As they learn to navigate for it, they learn to navigate for it within a mission to find home furnishings, clothing, jewellery or some other category, rather than as their starting point.Yeah and I bet a lot of sellers are aware that we’ve talked about how we’re spending 40% more money on marketing this year than we did last year. In fact, we’re spending more than $100 million on marketing this year. It’s really exciting. And we do that in a few ways.”
-Josh Silverman, Etsy CEO
Patel Goyal had also confirmed that the marketplace will be advertising vintage in their marketing during the peak trading season.
“We’ll also be highlighting vintage items in our performance marketing, so those are all ways we’re going to continue to show our commitment to vintage”
-Patel Goyal, Etsy general manager of seller services
This announcement comes as Etsy launched a new personalisation feature to increase their merchants’ product tailoring to individual shoppers. The new tool offers shoppers to put forth their personalised requests for a product before a transaction takes place. But, is this Etsy’s another attempt to ‘make up’ after the marketplace failed to enhance their website’s user experience, which led to a drop in traffic and net sales income in Q3?