The online marketplace reported a 111% growth in 2020 as compared to 2019. In addition to renewed consumer interest in crafting during the pandemic, Etsy credits its success to accelerated e-commerce capabilities and adoption, plus well-promoted product categories for new, trending items like face masks, smittens, and self care kits.
While players like eBay and Sears fell in traffic and dropped in visibility during the pandemic, Etsy benefited from its continued growth in traffic, the third-highest in Gartner’s Digital IQ Index: Big Box. Brands should note that surging in organic search visibility across a wide swath of keywords is difficult, but they can maintain relevance with select category SEO investments in attempts to own the top of the page. The Home Depot, for example, excels in the tool and hardware categories, maintaining an average page position between the second and third result across keywords against which it appears. It also takes the first position against 9% of tool and hardware category keywords, ahead of even Amazon’s 3%. Similarly, Etsy takes the edge on niche categories that currently include wall decor, Easter gifts, and colorful earrings that echo the maximalist jewelry trend seen on TikTok, which is fast becoming an excellent indicator of what consumers are buying.
Etsy isn’t the only retailer cruising the crafting boom. Both Joann and Michael’s experienced similar surges. But consumer interest isn’t enough to create sustained success. Brands have to remember that while they can’t control trends, they can control their reaction to them, especially on the digital frontier.