Learnings from Helping to Build Etsy's Global Marketplace

Learnings from Building
Etsy’s Global Marketplace
@TimHolley | Etsy | H3 Conference, San Juan, Puerto Rico | November 21 2014

@TimHolley | H3 Conference | November 21 2014 | 2
Hi there!
I’m Tim Holley, a Senior Product Manager at Etsy where I focus on international and growth.

Etsy is a marketplace where
people around the world connect
to buy and sell unique goods.
@TimHolley | H3 Conference | November 21 2014 |
3
What is Etsy?

Think handmade furniture, vintage dresses, custom party invitations and much much more.

40M members
1M sellers
26M active listings
$1.35B in sales in 2013
5
To give you some sense of scale...

officesnapshots.com/2010/10/11/etsy-offices/ @TimHolley | H3 Conference | November 21 2014 | 6
Share some things we’ve learned over the last three years while helping to build Etsy’s global marketplace.

2005.
Cross-border transactions
in Etsy's first week.
7
The international story starts in the early days, in the first week. Within the first week of Etsy launching in 2005 there
were orders that were crossing borders.

Is that a global business?
8
This was something that happened to us.

2010.
English-only.
US-centric.
9
In 2010 Etsy was being used by people around the world but the site was only available in English, US dollars were the
only currency.

Why international?
It’s hard enough building a product
for one group of users...
Why would you even be interested in international in the first place?

Puerto Rico
population
California
population
US
population
Global online
population
3.6M 38M
320M
3B
internetlivestats.com/internet-users
One thing to think about is the size of the opportunity.

Puerto Rico
population
California
population
US
population
Global online
population
3.6M 38M
320M
3B
1000x
internetlivestats.com/internet-users
The global online population is 1000x bigger than Puerto Rico.

So, how are you going
to take over the world?
13
International strategy is up to you, you know your business best. There is no one size fits all solution.

Which markets to focus on?
Where do you have an advantage?
Where does infrastructure exist?
14
Which markets are you going to focus on? Ones where you think you’ll have some advantage, language? culture?
What infrastructure needs to be in place for you to succeed?

How to focus on those markets?
Local versions?
Global platform?
15
How will you focus on them? Go deep in a few markets? Build a global platform with no barriers?

Our approach.
Global marketplace, single platform.
cloudsfactory.etsy.com 16
We’re a global marketplace, built on a single platform.

Lots of products available everywhere.
17
+
Lots of products available to everyone, everywhere.

Complying with different local laws.
18
–
Complying with lots of different local regulations on one platform is hard, e.g. sales tax vs VAT.

2011.
German, French, Dutch (a little bit).
AUD, CAD, EUR, GBP.
19
In 2011 we really started investing in international.

Build it and they will come.
20

Build it and they won’t come.
Yet.
flickr.com/photos/littleroots/1141690164/ 21
International might be more difficult than we thought...

Some things we’ve learned.
22

Cart
Warenkorb
Panier
Winkelwagen
Carro
Carrello
Long words will break your product. That short four letter word “Cart” translates to “Winkelwagen” in Dutch which broke
our page designs.

Products are seasonal. When it’s winter in the US it’s summer in Australia. People going to the Australian homepage
probably don’t want to see winter jackets in December.

Help advocates to spread the word.
Sellers, bloggers, tastemakers.
25
Give people that are already spreading the word about you tools to make it easier: Sellers to invite their creative friends
to open shops. Bloggers and tastemakers curating content to share with their followers.

Don’t stop localizing.
Integrate local payment methods.
26
When you think you’re done localizing, you’re almost certainly not. Rethink the basics.
Not everyone wants to pay with a credit card online. Build local payment methods to reduce friction, increase trust.

partyinked.etsy.com @TimHolley | H3 Conference | November 21 2014 | 27
We’ve tried a lot of different things. Some have worked, many haven’t. International is hard and takes time.

2014.
25% of orders cross a border.
Members in 200 countries.
28
Where are we today? 25% of orders cross a border and we have members in around 200 countries.

Gracias. Danke. Thanks.
@TimHolley

Learnings from Helping to Build Etsy's Global Marketplace

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

Learnings from Helping to Build Etsy's Global Marketplace