Ina Steiner EcommerceBytes Blog
News and insight focusing on ecommerce.
by Ina Steiner, Editor of EcommerceBytes.com
Wed Dec 13 2023 16:05:05

Etsy Lays Off Hundreds Including 2 C-Suite Execs

By: Ina Steiner

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Etsy is laying off approximately 225 employees, including its Chief Marketing Officer and its Chief Human Resources Officer. The company said the 11% reduction of the Etsy marketplace workforce would increase its operational efficiencies but would not materially impact Etsy's three primary guidance metrics for the 4th quarter: GMS (Gross Merchandise Sales), revenue, and adjusted EBITDA margin.

In a letter to employees, Etsy CEO Josh Silverman said GMS had remained essentially flat since 2021. "This means we are not bringing our sellers more sales, which is the single most important thing we can do for them."

In Q4, Etsy has been running TV commercials and funded discounts to shoppers - today's news indicates those marketing efforts were not enough to turn things around.

Silverman said that as Etsy heads into 2024, it identified projects and initiatives called the "Vital Few" that he believes will reignite growth for sellers and drive buyer consideration and loyalty. "I have great confidence in these plans, but we need the right structure and resources in place to successfully execute on them."

In addition to reducing its operating costs, the layoffs ("restructuring plan") will better align its workforce and cost structure with "current business needs, top strategic priorities and key growth opportunities," Etsy said.

The core Etsy marketplace team will consist of approximately 1,770 people after the layoffs, similar to the headcount level early in 2022. That prompted Etsy consultant Cindy Baldassi to write in a LinkedIn post on Wednesday, "Etsy could have avoid canning employees by accepting they were out of ideas 2 years ago, and not continuing the aggressive hiring over the past 24 months."

Theo Wayt and Ann Gehan reported on The Information that the layoffs come as Etsy "grapples with a slowdown in consumer spending and increased competition from competitors like Shein and Temu."

Silverman told employees in Wednesday's letter, "Parting ways with some of our colleagues was absolutely not an option we wanted to pursue; however, we have a responsibility to our entire community, especially the nearly 7M sellers who count on us everyday - and we must make the hard decisions that allow us to continue serving them."

"We owe it to our sellers and buyers - and we owe it to each other - to continue working passionately and with the highest level of urgency towards our Vital Few initiatives and supporting workstreams," he said. The full letter is available on the Etsy corporate blog.

An Etsy moderator responded to seller concerns about the layoffs in a discussion board thread, writing, "This update will not impact your shop or the level of support you receive from us."

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Readers Comments

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: ThebigR This user has validated their user name.

Wed Dec 13 17:14:03 2023

Their support was poor at best can't possibly get any worst....

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Tinysaur This user has validated their user name.

Wed Dec 13 17:16:52 2023

There's one employee conspicuously not on the cut list: Silverman.

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: LDWCallsOut This user has validated their user name.

Wed Dec 13 18:01:33 2023

''...competitors like Shein and Temu''.  What do those companies have to do with items designed and/or crafted by the seller or with vintage and antiques?

Right.  

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Stone Cutter This user has validated their user name.

Wed Dec 13 22:17:29 2023

*** Off-site Ad fees ruined Etsy ***

“….consultant Cindy Baldassi to write in a LinkedIn post on Wednesday, "Etsy could have avoid canning employees by accepting they were out of ideas 2 years ago, and not continuing the aggressive hiring over the past 24 months."…

I do not agree with this comment because I do not believe that running out of ideas was the problem. It’s the way Etsy treats its Sellers that is the real reason as to why good performing Sellers have left the site.

Once Etsy declared those off-site-ad fees is when good performing shops left Etsy. It was Etsys stupid marketing department that decided it was okay to declare RANDOM additional fees on Sellers that were generated AFTER a sale.

I use to find shops on Etsy that generated over $1 million in sales, and now those shops are gone. Why would any shop stay with Etsy who generates a variable fee structure on Sellers?

How can any business know it’s cost basis without knowing what they would be charged on fees?

It’s a matter of trust. Sellers quickly learned that Etsy could not be trusted.  

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This user has validated their user name. by: COVID-19

Wed Dec 13 22:34:44 2023

It will be fine. They can go work for eBay. Hahahahahah!

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: regina This user has validated their user name.

Thu Dec 14 00:26:16 2023

Hate to say it, but they brought a large portion of financial woes on theirselves  (and onto shop owners too) by way of scammers using (abusing) “shopper protection” - instantly refunding dishonest buyers saying “didn’t receive package” although official tracking explicitly shows otherwise.  

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by: comments This user has validated their user name.

Thu Dec 14 01:35:27 2023

OMG this guy is an absolute hero. Sales are flat and they are placing blame where it deserves to be placed!

I would LOVE to see ebay clean house as well. Amazon regularly sees double digit growth while Etsy growth and ebay sales are in major decline (growth only seen by adding new fees, ads, and fee hikes). Never ever reward poor performance with job security!

If I perform poorly I would be gone without a second thought or an appeal regardless of the reason or justification. Marketplace staff should be held to an even higher standard.

In my time in ecommerce I have seen start ups lap the trash policies that fail, get doubled down on, and fail harder.

Before Etsy swallowed and ebay and Amazons dose of stupid they were a nothing start up that took the 2008 Donahoe victims and grew to a giant public company. They reversed course and followed the Donahoe destruction policies and sales flat. Time to admit defeat and go back to what works!

Buyer VS Seller = no one wins!

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Ebay-weary This user has validated their user name.

Thu Dec 14 01:39:31 2023

If they want to help sellers, how about fixing their search so it doesn't bring pages of irrelevant items.  I gave up buying on Etsy because I don't have the time to drill down through all of the unrelated items to find what I am actually looking for.  You should be able to specify word or phrases which must be included in the results, and those which cannot.  That's so basic....

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by: MakingEndsMeet This user has validated their user name.

Thu Dec 14 02:55:25 2023

Etsy ads are working well for me. I love Etsy.

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This user has validated their user name. by: Rexford

Thu Dec 14 05:08:59 2023

Gotta pay for those holiday commercials.  HO! HO! HO!

"Parting ways with some of our colleagues was absolutely not an option we wanted to pursue..."

But you did Blanche, but you did.

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: P.S. This user has validated their user name.

Thu Dec 14 09:27:46 2023

I just opened a shop on Etsy. Am I wasting my time? Any recommendations for other platforms?

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: cvsharkey This user has validated their user name.

Thu Dec 14 11:02:06 2023

The old adage "Too little, too late" come to mind???

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

This user has validated their user name. by: Ihatethebay

Thu Dec 14 11:41:22 2023

Agree with ALL of the above comments, but especially "Tinysaur" who stated so eloquently that "Silverman" wasn't on the list of employees getting shitcanned.

Oh yeah, there was ONE comment I didn't agree with from "Making Ends Meet" who positively LOVES Etsy. C'mon, man, we know that you're really an Etsy employee, maybe even Josh Silverman's son/daughter/niece/nephew/lackey.......

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by: AnotherTime This user has validated their user name.

Thu Dec 14 12:14:40 2023

I keep watching quietly from the back storage closet - as Etsy goes further and further away from its (successful) roots.  For the past 5 months I have kept my shop to a bare minimum as I watch the sad process unfold: buyer abuses, false shipping claims, poor monitoring of items not handmade or vintage, mysterious shop suspensions, lack of support, ridiculous search results, more fees and more fees, Etsy's plans to micromanage our businesses ... just for a few.  
A solid platform for sellers to sell in is all that is needed:  
Scrutinize new shops at the start - not 6 months in.
Make search results a priority,
Expand communication between buyers and sellers and between members and support (what good are "hearts" and favorites if I can't reach out to the buyer)
Bring back on-site specialties like the old Treasuries, feeds about what is selling, improved Community Boards (current "revised form" sucks).  
Keep people engaged on site once they arrive.  

I don't need/want all of Etsy's targeted advertising - frankly it never relates to my shop - and their expensive fees.  
Good business results depend on trust and communication between buyer and seller.  Etsy does not build this.
Etsy - get back to basics on your part and I'll do my part to generate my sales.  Your shareholders would be happy

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by: Stone Cutter This user has validated their user name.

Thu Dec 14 12:42:40 2023

@Anothertime

Well said….(applaud)

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Stone Cutter This user has validated their user name.

Thu Dec 14 13:00:34 2023

*** Chatter from an Investor ***

Yesterday, when watching CNBC, I heard a hedge fund manager say that she will continue to hold her investment in Etsy because she believes their stock is selling cheap at around $80/ share.

However, this hedge fund manager also believes that Etsys real problem is within their structure and that Etsy needs to fix their internal issues because the company can’t seem to move the needle…and that Etsy needs to do something different.

Letting go of 2 corporate execs is a bad sign. And if Etsy doesn’t turn things around, I have no doubt Silverman will be next on the chopping block.  

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Judy F This user has validated their user name.

Thu Dec 14 13:38:43 2023

I've often thought of setting up an Etsy store, but bad experiences as a buyer prevent this.  My opinion is that the worst problems Etsy has is with their customer service, both for the buyers AND sellers.  As a buyer, whenever there is a problem,it is always impossible to get any real help from Etsy.  If I'd find a phone number, there would be a voicemail telling me to check the online help section, which was no help.  I had one purchase take over a month to be processed, and the seller had no control over it.  It was an issue with Paypal, yet Paypal was waiting for Etsy to process the order, which took approximately 29 days. Etsy had a dealine of 30 days to process the order and finally did so at the very last minute.  I had to just wait.   One of my friends had her shop closed down simply because she had a ton of sales in one day, and Etsy apparently could not handle this, treated it as fraud, and she could not get any direct help from them either, could not process all those orders.  Etsy sent notices to the buyers telling them that there was a problem with the shop (caused by Etsy) and offering refunds.  Finally, after several weeks, the shop came back to life, with my friend not having received any contact from Etsy that explained the issue or apolgized for it.  She actually continued with the Etsy shop, this time only posting a few items at a time. If I had been her, I would have quit Etsy on the spot.

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Shanna This user has validated their user name.

Thu Dec 14 14:45:43 2023

I have been on Etsy for many years selling hand made doll clothing. Its something I enjoy doing, and making money from it is great. But, you cannot make a living on Etsy, because as soon as you are successful there, they charge you twice as much. In fact I put my shop on vacation several times a year so I do not have to worry about reaching certain milestones and can process orders this time of year.

They are the only platform that punishes success. They want to claim the extra fees are for off site ads, but what are the fees I pay now used for? The fees I pay eBay, Mercari and Poshmark seem to be plenty for them to advertise with.

Here's a better plan, since you will never get rid of the mass producers, counterfeit vintage, or Chinese junk shops, why not charge them 3 times the fees to sell non compliant items on Etsy.

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Whatever This user has validated their user name.

Thu Dec 14 16:16:27 2023

I once was an Etsy used but departed when it turned out to be a mini eBay. I've tried spending my money there over the last 2 years but NEVER get to see what I want just what they want me to buy - their useless and gold bless the folks still trying to make money there.

Perminate Link for Etsy Lays Off Hundreds Including 2 C-Suite Execs   Etsy Lays Off Hundreds Including 2 C-Suite Execs

by: Fruitylovesyou This user has validated their user name.

Thu Dec 14 17:27:01 2023

Does laid off mean fired?

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