How does Esty help craftsmen sell their creativities to create wealth?
Etsy is a US website that sells handmade crafts online. The site is home to a large collection of handcrafted art designers with great influence and appeal. At Etsy, people can shop and sell their own handicrafts in a pattern similar to eBay and Taobao.
Etsy has monthly visits of more than 200 million times, on average, in the United States. Although it is far less than the big platforms such as Amazon or eBay, it is still about 10 times higher than its number one competitor, the Australian online art platform Redbubble.
According to Idvert data, 43% of Etsy's traffic flows directly to the website, and the source of traffic is shifting from indirect platforms to direct access, which is the "benchmark of brand’s strength".
Etsy's user engagement is stronger than its competitors. Watt found that Etsy has a lower bounce rate, higher PV, and longer visit time than other similar sites such as Zazzle and Redbubble. It does not only reflect the influence of the Esty, but also indicates that the users have identified a brand with greater chance returning. Therefore, they are willing to spend more time.
Of course, the brand cannot be separated from its advertisement campaign, so the question arises if Esty's advertising is unique. We found some of their ads through Idvert.
The 2017 Esty advertisement is mainly based on pictures, which basically shows the hand-made scenes, highlighting the positioning characteristics of the e-commerce platform, and the sellers are basically recruited by giving opportunities and access to home-based business.
The recent advertisements use different materials and presentation methods, such as the carousel display of products and the price, the audience can directly jump to buy, the typical e-commerce advertising mode.
We found the advertisement of Esty competitor Redbubble.
In contrast to Esty's advertisements, Redbubble tend to be fresh and literary, and they are more attractive to young people who are pursuing literature and art. Redbubble, like their products, has a novelty in advertising style, and young people in fashion trends may prefer it.
More attention to creativity and craftsmanship in paid in handicrafts than other products. If you want to do business in this area, it is recommended to first locate the audience and their preferences, to sell products that match the audience's style, or literary or curiosity. It must not be forgotten that the advertising style also requires consistency with the product style. Surely, if you have the ability, remember to keep up the brand building.