EcommerceBytes-NewsFlash, Number 2991 - January 31, 2013     3 of 3

Etsy Hearts Gift Cards

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Etsy is excited about its gift cards and their ability to draw in new users to the site. The online marketplace has just added a Valentine's Day design and said it would continue to make Etsy Gift Cards "the perfect gift for any occasion."

During the holidays, people bought over 39,000 Etsy gift cards (from mid-October through December 31, 2012), totaling $1.9 million. Etsy told its community of users, "You gave them away for every occasion in every amount from $25 all the way to $250. You've tried all of our gift card designs and have printed and emailed cards to all those lucky gift recipients in your life. You've brought thousands of new buyers to Etsy and have truly shared the Etsy experience like never before."

Etsy has another reason to like the gift cards. Since they can only be used by sellers who accept Direct Checkout, it encourage them to sign up for the Direct Checkout program, which puts payment processing into Etsy's own hands and gives it more control over transactions that take place on its site. Direct checkout enables sellers to accept all major credit cards and Etsy Gift Cards; they can continue to accept PayPal and other payment methods in addition to Direct Checkout if they choose.

Etsy said its shows buyers are 15-20% more likely to complete the checkout process and buy an item from a shop that has direct checkout enabled. It plans to bring Direct Checkout to international sellers later this year.

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

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