
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.