What Etsy’s S1 Filing Taught Me About Marketplaces

On March 4th 2015, Etsy Inc. filed its S1 to go public. This gives us the rare chance to analyze the deepest growth secrets of a successful startup (can you call it startup after 10 years?) that beat the odds and made it to the top of the tech world.

What did Etsy do?

Etsy, founded in 2005, is a marketplace website focused on handmade or vintage items and supplies, as well as unique factory-manufactured items. The soon to be public, startup and its success are the perfect medium to convey a very important message to new startups and growth marketers:

Etsy — Visits by channel

How did Etsy do it?

So how did Etsy’s achieve a whopping 87–91% of traffic from organic channels?

Empower Sellers

In a 2013 interview for PandoDaily, Etsy’s CEO, Chad Dickerson, stated that he attributed the growth in users, in part, to sellers promoting their own shops on social media.

Kittieeeees!!
Oh, Male Ponchos….
  1. PICT: uses hotspots to embed links and product information inside of each picture, a feature that leads customers back to your store even when the image is shown on another site.
  2. Around.io: enables you to schedule promotional updates on Facebook, Twitter, Pinterest and Google+.

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Growth @EatWith

Growth @EatWith