Etsy announced a series of changes to search, some of which could prove controversial. The addition of an Add to Cart button in search results is one such change.
Etsy announced on Wednesday, "We introduced an Add to Cart button that displays underneath listings in Etsy search results, making it easier for buyers to purchase your listing directly in fewer clicks. Our research shows that adding this feature has led to an increase in conversion rate for eligible listings."
Therein lies the problem - if buyers do not click through to the listing before buying an item, they could end up returning the item or filing a "not as described" claim since they may miss important details included in the listing description.
But since the feature is likely to boost Etsy's sales and revenue - and since it doesn't have to deal with returns - the feature is likely to remain.
Etsy also added a way for shoppers to filter search results to display only listings from Star Sellers. "Buyers are able to filter by Star Sellers when searching for an item on Etsy," it explained. "This filter doesn’t impact your search ranking, but allows a buyer to further refine their search results to surface Star Sellers." That's sure to sting for sellers who can't attain Star Seller status.
A more welcome change may be the addition of a "sales countdown" in search. Shoppers will be able to see the countdown on search results for listings where a sale is expiring within 48 hours. "The countdown encourages buyers to check out your listings asap to take advantage of the discount you’re offering," Etsy said.
Another feature added to search, "listing video autoplay," lets buyers hover over a listing to see the video without having to click through to the listing. "We saw an increase in conversion rate with this update, which is why we encourage you to add listing videos to all of your listings," Etsy advised sellers.
Etsy also said it now shows estimated delivery dates in search results (it didn't say exactly when that started), "so buyers can feel more confident about when they’ll receive your items." Buyers will also be able to search by items that include an estimated delivery date.