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Etsy Launches Buy It Now Button

Etsy has launched a Buy It Now button, giving customers a faster way to purchase items from sellers. The button only appears for shoppers who are signed in, and it appears above the existing “Add to cart” button.

Etsy had already rolled out the Buy It Now functionality to mobile web last month, it revealed, and the new blue “Buy it Now” button is launching on desktop to all shops based in the US that accept Direct Checkout and/or PayPal.

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Sellers who initially spotted the button during recent testing wondered why they couldn’t see the button in their own shops. Etsy explained that since sellers can’t purchase their own items, they would not see the new button on their own items – “but rest assured shoppers will be able to see the new button.”

Sellers who wish to see what the new button looks like can view it at another shop’s item.

Etsy is likely hoping that by making it easier for existing account-holders to make purchases, it will boost conversion rates.

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Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. Send news tips to

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