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EcommerceBytes-NewsFlash, Number 2985 - January 23, 2013 - ISSN 1539-5065    3 of 6

Etsy Gets Serious about Mobile and Acquires Mixel

By Ina Steiner
January 23, 2013

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Etsy has acquired Mixel, which markets a mobile app that creates collages from a user's photographs that can then be shared. The move is an acqui-hire - Etsy is not getting into the photo sharing business, but will put the Mixel team to work on Etsy's mobile initiatives.

Etsy's Creative Director Randy Hunt said mobile visits on Etsy grew 244% in the past year. While mobile visits now represent a steady 25% of visits year round, that number jumped to almost 33% during the holidays. "We expect that trend to accelerate, so doing more with mobile is one of our top priorities in 2013."

While the 2012 holiday season saw a jump in mobile shopping for Etsy and for most online retailers, Etsy sellers also tend to be mobile-savvy. It's common to see artisans and crafters at fairs and shows wielding their smartphones to conduct business, including swiping customer credit cards with card readers like Square.

Etsy has been late to the table, adding seller tools to its iPhone app in October. It introduced an app for the iPad in the late fall and added seller features for iPad users last month (a favorite feature is the "cha-ching" cash register noise when a sale is made on the iPad).

Hunt said Etsy would continue to support Mixel but will phase out the social network aspect of the app so that Mixel CEO Khoi Vinh, co-founder Scott Ostler, and colleagues Akiva Leffert and Roy Stanfield can concentrate on Etsy.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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