Etsy Incentivizes Sellers to Offer Free Shipping
Etsy is getting ready to encourage its millions of sellers to offer free shipping. It’s an effort from the online retailer to better compete in the digital market. Etsy’s personal research found that when shoppers are offered free shipping, they are 20 percent more likely to complete their transactions. Sellers won’t be forced to offer free shipping, but new algorithms will prioritize products that offer it. Marketing will begin this September.
Etsy Chief Executive Josh Silverman calls free shipping “table stakes” that the site has to offer in order to compete. While the uniqueness of its products shelters Etsy from competition to a certain extent, Silverman notes that customer expectations are affected by what they see at its rivals.