EcommerceBytes-NewsFlash, Number 3029 - March 26, 2013     4 of 4

Etsy Retires Fine Jewelry Homepage Feature

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In January, Etsy added a category called Fine Jewelry to its home page category list, which includes only a subset of the categories available on Etsy. The select group of categories is meant to attract shoppers' attention and encourage them to browse the site.

While the feature was timely thanks to Valentine's Day gifting, Etsy said it is now retiring the Fine Jewelry option from the homepage. The marketplace explained, "We've observed that Fine Jewelry is less popular as an individual browse section, and shoppers who visit it are less likely to purchase than those who visit other browse sections."

Fine Jewelry, which includes higher-end jewelry and let visitors shop gemstone jewelry by color, by material, and offered designer vintage, for example, still exists for SEO and press purposes.

Jewelry is Etsy's largest listing category, and the company said it learned a lot from implementing Fine Jewelry and would "apply those learnings to further explorations in Jewelry and beyond."

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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