Last week, Etsy rolled out two brand new site features – circles and activity feeds.
As is always the case whenever Etsy launches major changes to the site, reactions were mixed. Some people couldn’t be more excited, while other were concerned that Etsy was just trying to become the next Facebook, and not in a good way.
My initial response was that this is another situation where Etsy is privileging community over marketplace. Sometimes it feels like Etsy is less concerned with helping people sell than it is with building one great big online social gathering.
But the more I learned and thought about it, the more I realized that this was a pretty smart play for Etsy. You see, Etsy doesn’t view community and marketplace as mutually exclusive.
Etsy is betting on the fact that the more time you spend on the site, the more you’ll actually buy.
And they are just one of many companies (including Facebook) to try to latch onto the trend of social shopping.
Social shopping isn’t actually new. When it comes to the real world, we’ve always been social shoppers. But web developers are realizing the potential this has for growing sales. As we become more wary of advertising and marketing, we’re more interested in using our friends to help us make sense of the sea of products available on the Internet. As we spend more of our time socializing online, it only makes sense that shopping will (once again) become more of a social activity.
But while this could have a big financial impact for Etsy, the question still remains – how does this benefit you as a seller?
Well, it might be a little early to tell. But my best guess is that it will serve to amplify the traffic you’ve already got on Etsy. If you’re someone who already has a lot of traction on the site (lots of sales and favorites) then circles and activity feeds will probably help you grow faster. But if you don’t currently see a lot of traffic, these new features probably won’t make a big difference in your sales.
More than anything, these new features actually benefit the Etsy shopper. Or, more accurately, the Etsy browser. It’s just one more way for you to leisurely wander through Etsy and find more stuff to love.
Only time will really tell how these new features will impact sellers. But I think there’s a bigger lesson to be learned from all of this:
When you build your business through someone else’s platform (whether it’s Etsy, Facebook, or some other social media site), you’ll always be at the mercy of any changes they might make. Some changes you’ll love. Others you’ll hate. But if your business relies solely on that platform, you’re stuck.
Which is why I think it’s so important to carve out your own space for your brand. If the Etsy community features help your business, by all means, sell there too. But just keep in mind that Etsy, like any social media platform, should be a tool in your toolbox, not a means to an end.
I’d love to hear your thoughts. What do you think of Etsy’s new features?
{image via Dr Kennedy Jones on Etsy}
This new Etsy feature actually has me a bit confused myself. I view it as another way to social network and quite honestly, I’m already up to my eyeballs with my FB fanpage and Twitter (not to mention my blog) and really don’t want to keep up with another social media outlet.
On my current Twitter and FB fan page, the people who seem to follow me there are other business owners, not necessarily my customers. On Etsy the people who buy from me are mainly non-etsy shop owners and many of my customers are not business owners.
So here is my question… what use would I get out of the social networking feature newly released on etsy when the people who follow me are already business owners on both FB and Twitter?
I’m looking for ways to reach potential customers. Any ideas?
I agree, I was a little confused when I started getting email notifications last week telling me people had added me to their Etsy circles. And seeing the activity feed did make me roll my eyes a little and think “are they really trying to compete with Facebook?” But yeah, you definitely have a point that it will probably keep browsers on the site longer and maybe lead to more sales overall for the site as a whole. I don’t know how much benefit it will be to most individual sellers though. Although I was glad to see they finally rolled out the long promised coupon codes recently. (It seems that shouldn’t have been as hard or taken as long as it did though. But then, I’m not a programmer.)
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You know I couldn’t agree more re: building on someone else’s platform and being at their mercy/the importance of having your own space. I think this feature is good for Etsy and makes sense for them. It’s a double edged sword for their sellers. Yes people can find you this way but this also means you are helping customers find your competitors. If you do the work of bringing someone to your shop on Etsy do you really want the potential for them to get distracted by this tool that might take them to another person’s shop? I personally would not want ads for a competitor in my own storefront.
As someone who is a customer on Etsy, but not a shop owner, I think the community is why Etsy rises above the rest. There are tons of other places that sell handmade products, but I have not purchased from any of them, why because they don’t have the atmosphere that Etsy has, they don’t have the outrageously loyal user base that promotes them like Etsy does. While focusing on community growth over commerce may seem counterintuitive, IMHO the community is the reason Etsy is growing as fast as it is.
I like the new features because the fact that I can see who hearted my shop or an item really feeds my inner stalker. Kidding…kind of. Seriously though, I agree with your point about social shopping. The internet is a big world and there are a lot of people trying to grab a piece of the pie. Viral and social platforms and features work. You gain traction, your shop will be seen and so on. I am all for the changes.
I think whether or not this is going to be helpful may depend to a certain extent on the type of item you sell. High-end pieces with a price tag to match? Probably not going to be helped by this development – in my own case, I know my current customer pretty well – and they’re generally not the type that is going to hang out on Etsy (or Facebook or Twitter). On the other hand, I’m thinking of expanding my business into a completely different area (with lower prices) and think that the customers for these new products *will* be the type to hang out at Etsy.
But, yes, the salient point is not to place all your eggs in the Etsy basket. Much prefer my local sales anyway (no trips to the post office necessary!).
At first I was all excited that I had people wanting me in their circle, but I have no control over who these people are either. I am not a big fan of Facebook, even less so now that the movie came out and it seems poised to take control of our lives if not our time, but I don’t really see how this benefits me as a seller or even as a customer on Etsy. I like being with my friends and sharing with them, but this doesn’t help me get sales or organize my favorites or promote my site. I am just not sure at this point. I agree that the more time people are on Etsy the more people will be likely to shop, but I would hate for Etsy to become the complete superficial timesuck that Facebook is. And I don’t need yet another way to connect. I wish that Etsy would put their time and effort into things that would help us, not fluff like circles and seeing every single thing that my circle mates do in the activity feed.
Thanks for sharing this!
Enjoy the day!
Erin
At first I didn’t really understand the point of the circles/activity feed, but then I had the same thought as Gina – This will make it easy to see when someone hearts my shop/items!!
Also, it does seem like an easy way to get more traffic for my shop, since anyone in the circle of someone who hearts my shop or items will then see (and hopefully visit!) my shop. I just use Etsy as an ancillary sales venue, most of my sales are in person… in my case I feel like trying to build a huge presence on Etsy would not be worth the time and energy, but this whole activity feed thing seems like an easy way for my shop to get a little more exposure, so I certainly have no problem with it!
I have to agree with Josh. I didn’t really understand all the hoopla over circles, honestly. Etsy has always been a social place and they’ve never been secretive about that. I also don’t think it’s comparable to FB at all, it’s a totally different thing.
I think it’s great to be able to see who’s hearted what and what treasuries I’m in, all in one place.
Good post, Megan. I’m a seller and a buyer, and I really like the circles. I can’t stand trying to shop through searches. I tend to heart items and shops I like, then revisit them later. I’ve added a few members to my circle, and I’m enjoying see what they favorite. I like this feature much better than the suggested shops, which doesn’t even work, and over which I have no control.
Secondly, I totally agree with your comments on building your brand. I’ve already made several steps in that direction based on your blog posts. I just hesitate to open a stand-alone shop because I feel like Etsy is so pervasive. It gets mentions on the Today Show and Martha Stewart regularly now. Plus, when I can find what I want there, I like shopping there better than individual websites, primarily due to the feedback feature. So I can’t decide what to do, but I know I probably need a separate shop in addition to an Etsy shop.
I just started a business selling embroidery, and at the moment, my online presence is exclusively on Etsy (well, and a facebook page). I made that decision for a couple of reasons, chief among them being that Etsy has a platform all set up and I didn’t know what I was looking at to set up my own online site-and I do keep hoping that I will get traffic from searches. So far, that hasn’t seemed to be working (both my sales so far are from people in my off-line social circle). That being said, it gives me a great ego and confidence boost to look at the circle or activity feed and find that someone has favorited a product or my shop. Hopefully, they’re bookmarking it to come back to later, as a previous poster mentioned. Even if they aren’t, it still proves to me that people are seeing my stuff. While I wish it was actually translating into sales, if no one sees, then they can’t buy, so I’ll take what I can get.
@Jillian, I don’t really understand the logic of “I just hesitate to open a stand-alone shop because I feel like Etsy is so pervasive.” Lots of brands are pervasive, but I don’t think that’s a good reason for emerging brands to not bother establishing themselves. Budweiser is pretty damn pervasive but I’m glad that didn’t stop Dogfish Head from selling their beer.
Don’t let their success keep you from your own.
@Meredith, I totally know you’re right. I’m really just scared to go out on my own. It seems so daunting!
great post as always 😉
it seems a little like the emperor’s new clothes if you ask me. surely activity feeds are just a slicker version of craftcult anyway? besides, there’s always analytics if you really must know. unless i’ve completely missed the point.
haven’t done the circles bit as yet so cannot comment.
but you’re so right. any time you’re linked to another platform to which you have no, or little control, you’re relinquishing a part of your brand / product. a tool in the toolbox if nothing else.
My experience with it so far is good- good for artist sales. I look at my activity feed and it shows what people in my circle have marked as a favorite shop/item. I am interested in that a lot- I care about what my friends like. I have added many of their favorites to my list of favorites and have bought several things based on that activity feed that I otherwise wouldn’t have known about.
Besides, I think both of the new features are kind of fun. And that is always good.
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There is a clique-ish nature about Etsy that I have always found a little difficult – both from a personal and professional viewpoint. I have been online, exclusively on Etsy, for a little over a year. I felt it was the easiest way to get online and work to really formulate my brand.
My problem is that my work really doesn’t fit the typical Etsy profile. I sell higher end, more expensive items. The new Circles thing tends to level out the playing field to the under $30 items. Social shopping is important but if Etsy is trying to appeal to the inexpensive, impulse buy it makes sellers like myself SOL. Like one of the previous comments, I too am up to my eyeballs in social media and having to spend business time on these new Etsy fields is exhausting at the thought.
I think Etsy has always been as much a club as a commerce site and this new venue seals the deal. Ultimately, this may be the kick in the rear for me to build my own independent site.
I also sell higher-end art on Etsy and have noticed a decline in shop visits since the launch of circles/activity feeds. I concur with Neely that the new social network shopping tools seem to benefit the under $30 market. Many sellers are complaining that the tools seem to be drawing shop viewers away from their shop rather than hold them in because of all the complex and distracting details and images. This all may just be a function of the economy, only time will tell the true story regarding these new tools. I would have preferred it if Etsy had focused more on how to promote and assist the individual shopkeeper in selling their products rather than social networking.
I’m still kind of in the middle about whether or not I should pay attention to my Etsy shop or my independent ecommerce shop these days. With the traffic I get directly from Etsy, it’s a little difficult to write it off as not helpful to my business, but I do notice that I rarely sell high ticket items through Etsy.
But, several of my customers have actually told me they found me through their activity feed! I used to keep my favorites private, after they added them to our profiles, but I’m beginning to realize that people trust my business because they see that I have good taste!
I’m now forming a whole new business structure out of this idea and plan on making my ecommerce site more “community” oriented, as well. Customers trust through social interactions and association. I see all this sharing as a new way to open them up to a more human side of my business. These new features do really help sell “your story” and have pushed me to be extremely true to myself! It’s actually kind of great 🙂 Think about it.. !
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My first thought was oh no what’s this? Another time sucker! But as an etsy shop owner as well as an etsy buyer I am realizing that there are big benefits here. I have seen lots more traffic and I am enjoying browsing through other peoples finds! I think in the New Year I’m going to refine my favorites to only things I really love. I bet we’ll see people following others tastes. As far as the comments about bringing competitors into your shop being not such a good thing , I think if you have a good product at a fair price you will always stand out! Look how retail giants clam together, Lowes across the street from Home Depot, more shops more traffic…anyway I guess I’m in favor!
At first, I was really confused. But the more I looked at the Activity feed, the more I liked it. Especially the part of who likes your stuff.
I think it is going to be a big help. Thanks. Mary
Just want to say what a great blog you got here!I’ve been around for quite a lot of time, but finlaly decided to show my appreciation of your work! Thumbs up, and keep it going!.
I am a buyer on etsy,and while the new formate may be good for some,it will force me to stop being apart. I also disagree w/one post that there are ‘tons’of places to get hand made items. There may be many,but not many with quality items like those of the artists at etsy. I will miss shopping here if I have to pull out.