Etsy's Path to E-

Commerce Excellence:
A Strategic Blueprint for
'Keeping Commerce Human'
 “
Etsy is widely recognized for its distinctive e-commerce
platform, which is dedicated to promoting handmade,
vintage, and craft items and is driven by the noble
mission of
"Keeping Commerce Human"

“
 Community
Building

Enhanced
ETSY'S STRATEGIC PLAN: Seller Support
User
& Tools
Experience
PRESERVING THE HUMAN Etsy's
TOUCH: strategic
blueprint

Global
Sustainability
Expansion
 Customer:
Financial:
provide a unique
grow revenues shopping experience
expanding user base promotes trust
increasing the average adding value
UNPACKING ETSY'S STRATEGIC AIMS purchase value.
discovery.
AND OBJECTIVES

Balanced Scorecard Internal Business

Processes: Learning & Growth:
Streamlining operations sustainable practices
to enhance the mobile expanding its horizons
experience to global markets
bolstering seller tools, retaining its core
investing in machine values.
learning
 DECOMPOSITION OF ETSY'S
ORGANIZATIONAL STRATEGY

Global
Marketing: Technology: Product: Expansion:
Targeting niche Improving mobile Diversifying the Localizing content
audiences platform user product range. for international
Tactic: Leveraging experience. markets.
storytelling in
Tactic:
advertising Tactic: Regular Collaborations Tactic: Currency
campaigns to share app updates based with renowned support, localized
the stories behind on user feedback crafters or marketing, and
products. and analytics. influencers. partnership with
local artisans.
 Short Term Medium Term:
Economical: Changes in consumer Economical: Potential recessions can
spending due to global economic impact consumer spending on non-
fluctuations. essential items.

ENVIRONMENTAL Sociocultural: Growing emphasis on Sociocultural : A rising trend of DIY

SCAN: sustainable and eco-friendly and crafting, especially post-
products. pandemic, offers a potential market.

Technological : Augmented Reality

Technological : The rapid adoption of
(AR) shopping experiences, offering
m-commerce; Etsy needs to enhance
users a 'try-before-you-buy'
its mobile experience continually.
experience virtually.

Environmental : Growing emphasis on

sustainability might require Etsy to
evaluate its shipping and packaging
practices.
 Strengths: Weaknesses:
Unique Dependency on
marketplace search algorithms
strong community potential quality
AUDIT OF PROCESSES WORKING of sellers inconsistencies due
TOWARDS ETSY’S STRATEGIC brand recognition. to diverse sellers.
AIMS:

SWOT analysis Opportunities: Threats:

Expansion into new similar platforms
geographies,
online purchase
introduction of new
behavior changes
product categories,
partnerships with global economic
influencers. fluctuations.
 High Power
Keep Satisfied Manage Closely

Shareholders
AUDIT OF PROCESSES WORKING
TOWARDS ETSY’S STRATEGIC
Regulatory , Sellers,
AIMS: bodies Employees,
Partners
Mendelow's Matrix
High Interest

Competitors,
Local
Buyers,
communities
Influencers
, Industry
groups

Monitor Keep Informed

 Rivalry Among Threat of
Bargaining Power
Existing Substitute
of Buyers: High,
Competitors: Products: Low to
given the variety
Moderate to high, moderate, with
of online
with platforms few platforms
shopping
like Handmade at offering exactly
platforms.
Amazon. what Etsy does.

Threat of New Bargaining Power

STRATEGIC POSITIONING Entrants: of Suppliers
Moderate, given (Sellers):
ANALYSIS: the unique niche Moderate, as
Porter's Five Forces but the online many sellers rely
marketplace's on Etsy’s
accessibility. platform.
STRATEGIC OPTIONS TOOLS FOR
SHORT AND MEDIUM TERM

Ansoff’s Matrix

Leveraging Etsy's core competency in

handmade crafts, the platform can offer
promotional deals or enhanced marketing
strategies to increase sales in existing
markets.
 EVOLVED STRATEGIC OPTION(S)

Short Term Medium Term:

Market Penetration - Strengthening
its position in existing markets by
introducing loyalty programs,
seasonal promotions, or seller
incentives can boost revenue and
user engagement.
Market Development - Given the
universal appeal of handmade items,
Etsy can venture into untapped
geographies, offering a localized
experience in terms of currency,
language, and marketing.
 “
Conclusion:
• Etsy's unwavering commitment to preserving the human touch in
commerce has set it apart in the digital marketplace.
• - Etsy's ability to adapt and innovate has made it resilient,
navigating shifts while staying authentic.
• - Alignment with stakeholder expectations and seizing emerging
opportunities propels Etsy toward sustained success.
• - This strategic blueprint offers a roadmap for navigating the
ever-changing e-commerce landscape.
• - Etsy's dedication to preserving the human touch while
embracing innovation sets an inspiring model for e-commerce
platforms.
Thank You
For Listening