New Etsy Campaign Prioritizes Creators Amid Backlash

New York—A new campaign by Etsy centers individual creators as it tries to rehabilitate its image as a platform for handmade goods amid a rise in, as one creator put it, “sweatshop-produced junk” being sold on the site.

The campaign, which launched July 9, will feature several creators, showcasing how each makes their products.

It will include TV commercials, billboards in New York City and London, and posts on Etsy’s social media accounts.

In an article on the Etsy website authored by new Chief Brand Officer Brad Minor, he said the campaign aims to highlight the sellers’ names, showcase the creativity and love that goes into their work, and reinforce the “importance of our mission to ‘Keep Commerce Human’ in a world of increasingly commoditized, soulless manufacturing.”

The campaign is likely a response to complaints by Etsy’s customers and creators, who were noticing more and more items on the site were not made by the person listing them.

Some sellers were said to be outsourcing production—a practice Etsy has allowed since 2013—while others were allegedly reselling items they’d bought elsewhere, like on fast-fashion site Shein, for a profit.

Etsy sellers voiced their concerns about this issue previously as part of a strike in April 2022.

The main catalyst for the strike was a rise in transaction fees, but it opened the door for other grievances to be heard, including concerns about the uptick in mass-produced items on Etsy. Sellers asked at that time that the reseller problem be addressed.

Resellers also were the drivers of a previous seller strike, in 2012.

In a petition related to the 2022 strike on Coworker.org, creator Kristi Cassidy shared her frustration, garnering more than 87,000 signatures from creators and shoppers.

“AI-powered bots shut down legitimate seller accounts seemingly at random, while Etsy looks the other way on resellers who undercut authentic makers by peddling sweatshop-produced junk in clear violation of the spirit of the Etsy community,” said Cassidy.

“Rather than rewarding the sellers whose hard work has enabled Etsy to become one of the most profitable tech companies in the world, Etsy gouges us, ignores us, and patronizes us.”

On the same day earlier this month that it announced the launch of the new campaign, Etsy introduced “Creativity Standards” to outline and clarify what is allowed to be sold on the platform.

Notably, however, no changes have been made to its policy on what goods can be sold on the platform.

In a post on its website written by Etsy CEO Josh Silverman, he noted artists use various tools in their work, including traditional ones like paint brushes, and newer tools like generative AI. 

“The common thread that weaves through all of the creative goods allowed on Etsy is human imagination and involvement. We are, and will remain, the marketplace for original items from real people,” said Silverman.

Its Creativity Standards are meant to clarify the role the seller has played in relation to the item being listed.

As of July 9, an item being listed can be categorized as: made by a seller, designed by a seller, sourced by a seller, or handpicked by a seller.

Some sellers make an item from scratch while others source vintage clothing, offer craft supplies, or put an original design on a standard T-shirt. All are allowed on the platform.

Those shopping on Etsy can see these new labels as well.

Etsy said this is just the start of its work to elevate creators. It is exploring how to highlight them in search, discovery, and marketing as well, it said.

The company also addressed complaints from sellers about its search function, referred to as a “black box” where listings get lost, and said it is working to improve the visibility of listings.

“We believe this will better meet buyer expectations and help them find the exact type of item they’re looking for—from artisanal pieces crafted by your two hands to production-assisted items personalized to perfection,” said Silverman.

Minor, the company’s chief brand officer, added, “Our sellers are the heart of our marketplace, and their unique human touch is what makes Etsy, Etsy.” 

“We encourage you to explore their stories and join us as we celebrate the individuality, creativity, and the meaningful connections that make every purchase on Etsy special.”

Founded in Brooklyn, New York, in 2005, Etsy has 9.1 million active sellers and 96.4 million active buyers, with more than 100 million listings on its website, according to its website.