Turn the Page to Etsy Pages

A few blog posts later… we have Etsy Pages!  In my “Like Prada, Repin Prada then Shop Prada” post I had discussed the need to allow users to be able to follow, collect, share, compare and shop all in one eCommerce platform.  It’s exciting to see a personalized eCommerce website fully integrate these functionalities.  Etsy Pages, having only launched this week, is already a step forward from Pinterest Product Pins and Amazon Collections.  See below for a glimpse of Etsy Pages:

Home Page

Etsy Pages

News Feed

Etsy Feed

Food Pages

Etsy Pages 2

Cake Related Products For Sale by Etsy Users

Etsy Pages 3

An Overview of Etsy

Etsy, launched in June 2005, is an e-commerce website that allows its users to buy handmade or vintage goods as well as establish their own online shops to sell their handmade products.  The company charges users a flat listing fee (of 20 cents per items), and takes a commission of 3.5% off all items sold.

As of this August, Etsy had a 44.2% increase in items sold and a 43.2% increase in dollars of goods sold compared to last year.

The stats:

  • $109.1 million of goods (after refunds and cancellations) were sold by our community in August, 8.13% higher than July
  • That represents 5,483,399 items sold for the month, 9.44% higher than July
  • 2,804,300 new items were listed in the month, 3.46% higher than July
  • 1,065,767 new members joined the Etsy community, 6.13% higher than July
  • 1.8 billion page views were recorded on the site in August (including web and apps)

[For the full August report see here]

In 2012, Etsy reported a 70% increase in sales compared to 2011, totaling $895.1 million in gross merchandise, and a 83% growth in the business to include buyers from 200 countries.  Etsy currently lists 18 million items for sale and sees 60 million unique visitors each month.

Etsy Pages

Just like Pinterest, Etsy buyers are able to create their own collections (Pinterest calls them boards), but Etsy also allows its users to shop the items in their collections.  Now this, I LIKE!  Just as startup online fashion sites allow their users to instantly shop clothing and accessories featured in their online fashion editorials, Etsy provides a one-stop shopping experience for its users through its pages.  There’s clearly a trend here…

Etsy Pages allows its users to favorite a product and follow a seller’s shop or a brand, in which they can receive tailored product recommendations.  Etsy has collaborated with brands such as Apartment Therapy, Lucky, West Elm, Martha Stewart Weddings, Swiss Miss, Food52, and Babble to add pages to a designated section of the marketplace that displays recommended products from these brands.  Etsy has also recently partnered with Nordstroms to feature a wedding collection from emerging artists and designers.  Additionally, individuals can subscribe to receive editors’ top picked items.  Yes, Etsy has picked a fight with Pinterest!

Some may question how Etsy will be able to steal the 70 million pinners from Pinterest.  Pinterest may have more than two times Etsy’s users, but what most people don’t know is that Google and Etsy are two of the most popular sites pinned and that DIY & Crafts (the primary focus of Etsy) is the second leading pinned category after Food & Drinks.  So is Etsy really stealing pinners or are they bringing home users and shoppers?

Pinterest popular pins

Pages will allow sellers to easily gain more visibility as people browse their Etsy feeds, re-post products and share their collections.  An interesting statistic from Pinterest that speaks to the optimistic future of Etsy Pages is that over 80% of pins on Pinterest are actually re-pins rather than brand new content.  This type of user activity will be key to brands as they choose their preferred selling platform.


And as previously mentioned, Etsy Pages creates an incentive for buyers to relocate their presence from Pinterest to Etsy as users are able to shop instantly the products displayed and buyers are able to easily expand their presence through re-posts and followers.  Etsy’s most valuable proposition may be that it allows its users to shop every product in their collection.  It will be difficult and might I even say impossible for Pinterest to achieve this as many of its pins are pictures from blogs or unshoppable sites.  And although Amazon Collections also allows its users to shop every product displayed, it lacks the social and personalized experience that Etsy provides (Also discussed in my “Like Prada, Repin Prada then Shop Prada” post).  Amazon Collections appears more as an online warehouse, while Etsy Pages’ News Feed, like Pinterests’, is engaging and is updated in real-time with new recommended products from brands, Etsy’s sellers & buyers and friends.

I envision that in the next few months, Etsy will expand its categories to include areas that are currently covered by Pinterest but not on Etsy Pages (current Page categories include weddings, fashion, kids, design and lifestyle) and will partner with more retailers and well-known designers to add to its collection of brand pages.  I don’t see Etsy digressing away from its focus on handmade goods, rather I see it building upon its original concept and introducing more brands and relevant products to its users.  I believe Etsy will continue to create an online discovery experience for its users, introducing not only emerging artists and designers but also more popular brands and individuals.  We can also expect an increase in the number of sellers or new personal shops on Etsy as the Pages’ user base grows.  Etsy Pages will enable Etsy to quickly increase its user reach and grow its sales.

“To launch Pages, we’ve hand-selected brands and bloggers who celebrate Etsy’s items and makers, and boast strong editorial chops when it comes to curating for their audiences. With a mix of perspectives — from home decor, kids, weddings and more — and a global spread, we’re excited to kick off Pages with such a talented group! As they grow their following on Etsy, the partners will also help spread awareness of our unique marketplace by using Pages’ tools to post their curation to their own communities. And we’re excited to continue to add new Pages in the coming months.”  —Etsy Blog

Share with me your thoughts on Etsy Pages and eCommerce Platforms @tiffanydstone or comment below!


Sources: http://www.etsy.com/http://techcrunch.com/2013/09/17/etsy-debuts-pinterest-like-curation-platform-for-brands-pages/http://gigaom.com/2013/09/17/etsy-takes-a-cue-from-pinterest-with-new-curation-feature-for-brands-and-bloggers/http://upstart.bizjournals.com/companies/rebel-brands/2013/09/17/etsy-launches-curation-platform.htmlhttp://www.babble.com/mom/10-pinteresting-pinterest-stats/popular-pins/

Takeaways From Decoded Fashion Meetup: Hot Tech Connecting Shoppers Offline & Online

Last Thursday, I attended the Decoded Fashion Meetup: Hot Tech Connecting Shoppers Offline & Online event.  This was a great event with a huge turnout, and I was excited to meet individuals with all types of backgrounds, from a developer interested in cosmetic startups to a VC at Greycroft Partners.

Startups featured at the event:

Nomi – Nomi is a real-time marketing optimization platform that lets retailers track and analyze customer data across multiple channels, including in-store, online and mobile.  Nomi utilizes Wi-Fi signals on smartphones to  track  the duration and frequency of shoppers in a store as well as other metrics such as conversion rates, device type and revenue by location.  Below is a snapshot of the Nomi dashboard:

Nomi Dashboard

Styloola – provides a mobile solution to help shoppers navigate the streets in search of the perfect item nearby. Its founder will be revealing a hardware-based solution launching in Q4.

Shopkick – is an app that lets users search for products and find discounts at retail locations.  Shopkick allows its users to redeem “kicks” or points for walking into a store and then use those kicks to redeem different rewards. You can get restaurant vouchers, iTunes gift cards, Best Buy, Target, Macy’s, Sports Authority or American Eagle gift cards, movie tickets, or even a cruise around the world. You can also donate them to your favorite cause.  The startup also launched in-app purchases, starting with 30 major stores, including Target, Macy’s, Best Buy, Old Navy and Anthropologie.

Snapette – a mobile shopping tool to help shoppers find designer fashion currently in stores near them.  Snapette has previously worked with Jimmy Choo to send push notifications to its users about a nearby sample sale.  The company announced this month the acquisition by PriceGrabber.


Summary of Takeaways:


-In-store metrics

-Effective online to offline retail strategy


Omni-channel retailing allows the user to utilize all shopping channels, including physical, online and mobile channels, simultaneously to shop anything, anywhere and anytime.  The omni-channel approach evolved as a solution to showrooming, which involves consumers browsing products in a physical store and comparing product prices, inventory availability and reviews online via a mobile device/tablet/computer.  Showrooming resulted in product purchases outside of the physical stores and from another retailer or online retailer with a lower price.  Omni-channel aims to create consistency in selling across all channels and increase the interaction between stores and consumers.

Ideally, omni-channel will allow the retailer to communicate with the consumer at every point in the shopping experience, from the time of product research to the point of transaction and even after the transaction.  For example, a customer would view the company’s lookbook online at home and receive a notification on their phone about the latest promotion offer and will walk into the store to redeem the offer at the time of purchase.  This approach centralizes the customer as depicted in the below diagram.


The challenge with omni-channel retailing is the ability to integrate and analyze data collected at different points of interaction with the customer and use this data to communicate information and provide services relevant to the customer’s preferences.  Additionally, new metrics focused on measuring customer behavior (i.e. visit duration, store zone popularity and bounce rate) will have to be adopted as the traditional Four-Wall Analysis cannot be used to understand individual consumer behaviors, and therefore will not be useful in helping retailers create a personalized shopping experience for their customers.  Adoption of the omni-channel approach will also require retailers to achieve the convergence of the physical and digital worlds through consistency in pricing, policies and fees, promotional offers, inventory availability and customer experience.  Channel-specific coupons and inconsistencies in product descriptions will encourage customers to prioritize where they will purchase goods, resulting in showrooming.

Effective Online to Offline Strategies

Today, we are seeing many online-originated businesses open up their own brick-and-mortar stores.  The most popular example has been Warby Parker.  Warby Parker is an online eyewear retailer that allows its customers to sign up and shop online for stylish frames, receive free home try-on kits and purchase the frames on the website.  This past year, the company has opened showrooms and stores in various cities across the United States.  The same frames are also offered in the Warby Parker stores, where Warby Parker representatives are on-site with iPads to help process your purchase instantly.  Its stores are also distribution centers.  The consistency in experience, pricing, branding and offerings has allowed Warby Parker to successfully execute its online to offline strategy.


Other Examples: Apple, Jo-Ann Fabric, Restoration Hardware, Walmart, Macy’s

By the Numbers

  • More than 60 percent of consumers who like to interact with brands do so through multiple channels
  • US online retail is expected to reach $262 billion in 2013 and grow to $370 billion by 2017
  • Three-quarters of U.S. Internet users research grocery and personal care products online
  • Over 80 percent of shoppers make their purchase decision before leaving their home
  • Over 50 percent of smartphone owners use the device while in stores to guide their purchases

Lookout For:

-In-store Wi-Fi

-Pop-Up shops: a temporary store ro event

-POS systems for omni-channel


Share with me your thoughts on omni-channel retailing/online-to-offline strategies @tiffanydstone or comment below!


Sources: http://www.forbes.com/sites/maribellopez/2012/10/22/can-omni-channel-retail-combat-showrooming/http://maosuit.com/stores/omi-channel-retail-101/, Rising to the Omni-Channel Challenge-August 2013