Etsy updates policies, launches ad campaign to ‘keep commerce human’

During the pandemic, Etsyalmost seller community has doubledaccording to CEO Josh Silverman. But since then, this marketplace for manufacturers has faced increasing competition from other retailers such as Amazon AND Michaelthat have encroached on its “artisanal manufacturing” territory — while also fighting the influx of factory-made products from international sellers.

Now Etsy is responding with a series a new policy aimed at ensuring that products on the market are “genuine items from real people.” The platform informs customers about these activities through a large advertising campaign featuring real Etsy sellers, and also includes information in product listings about the sellers’ affiliations with the products they offer on Etsy.

“Today, in a world with more automation and generic goods than ever before, our mission to keep commerce human has never been more important,” Silverman said in a blog post describing the effort. “I have an incredible conviction that these updates give Etsy an even deeper understanding of what makes us stand out in today’s e-commerce marketplace:original items from real people.”

“To truly allow you and your unique items to shine for years to come, we also need to protect and amplify the magic of Etsy,” Silverman added in a video for sellers. “We need to amplify what we stand for so that everyone who comes to us understands why we are different and special.”

Etsy Releases New “Creativity Standards”

All items sold on Etsy must now fall into one of the following categories: four Signs:

• Made by the seller (handmade item);
• Designed by the seller (the item was created by the seller using digital tools);
• Source: seller (for example, craft and party supplies purchased wholesale from a manufacturer or producer); and
• Personally selected by the seller (for example, vintage items personally selected by the seller for resale).

Silverman made it clear that these designations do not represent any change in the types of products allowed to be sold on Etsy, but rather are an attempt to “reinforce and clarify” what is allowed.

Shoppers on the site will also see these new labels when making purchases, as Silverman said the most important thing customers want to know when shopping on Etsy is how engaged the seller is with the product they’re selling.

“I want to emphasize that this is just the beginning of our work to elevate your role in our marketplace. We’re also exploring ways to emphasize your role in areas like search, discovery and new marketing experiences,” Silverman said. “We believe this will better meet shoppers’ expectations and help them find exactly the kind of item they’re looking for—from artisanal pieces crafted by your two hands to assisted manufacturing items personalized to perfection.”

Celebrating and supporting Etsy sellers

To deliver a new message to customers, Etsy’s advertising campaign featuring real sellers will run across TV, outdoor and digital in the US and UK.

The platform is also working to better support merchants in reaching customers, with plans to introduce new features that will help merchants refine their offers to rank better in search results.

Finally, Silverman said the company would restore two reseller programs – Etsy Up Annual Seller Conference and Etsy Design Awardsa global awards program that celebrates the work of Etsy sellers. The 2024 Etsy Design Awards will open for submissions on July 16.