|Sat Nov 16 2019 22:54:15|
eBay Riles but Etsy Allies with Google
By: Ina Steiner
Josh Silverman took a different approach to Google than his former employer eBay when he took the helm of Etsy in 2017. Seven months into his tenure as CEO, he announced Etsy would be moving its infrastructure to the Google Cloud Platform.
This congenial relationship extended to advertising in August when Etsy launched a new "Etsy Ads" program, which merged Google Shopping and Etsy Promoted Listings. Etsy explained to sellers, "With Etsy Ads, one campaign makes it easy for shoppers to discover your products on both Etsy and Google and make a purchase from your shop."
This week, Etsy briefed sellers
on its initiatives designed to grow sales. Among the programs it touted was its migration to Google Cloud, stating it "allowed us to make improvements to Etsy search so we can show more relevant results to buyers."
Contrast that with eBay's relationship with Google, which has been fraught for over a decade, as we recounted in today's EcommerceBytes Blog
. As we reported, an eBay spokesperson told the Wall Street Journal yesterday, "We've experienced significant and consistent drops in Google SEO for many years, which has been disproportionally detrimental to those small businesses that we support."
We don't recall Etsy making any claims about how its relationship with Google affects its visibility in in Google organic search, though it is clear sellers are helping to fund Etsy's exposure in Google Shopping through the new Etsy Ads ad program.
Meanwhile, Amazon relies far less on Google than either Etsy or eBay, since many people include Amazon on their shopping journey.