In its early days, Etsy didn’t rely solely on digital strategies to grow its platform. Instead, the team took a grassroots approach by actively immersing themselves in the growing art and craft community. Almost every weekend, a team from Etsy would travel to craft fairs across the United States and Canada, building relationships and establishing a presence within the crafting world.
Tapping Into a Movement
Etsy didn’t just target any craft community—they strategically aligned themselves with the feminist-driven crafting movement, which was gaining momentum at the time. By attending these craft fairs, they gained direct access to passionate creators and makers who were eager to showcase their work but lacked the tools or platforms to do so effectively.
The team focused on engaging with influential feminist makers, persuading them to launch online shops on Etsy. This partnership wasn’t just about recruitment; it was about empowering creators to transform their passion into a business. By doing so, Etsy positioned itself as more than just a marketplace—it became a movement that supported creative entrepreneurs and aligned with the values of its target audience.
Solving a Pain Point
Before Etsy, many craftspeople had little to no online presence. Building a website or e-commerce platform was a daunting task for small-scale makers, leaving them dependent on in-person events like craft fairs to sell their goods. Etsy offered an easy-to-use solution, giving these creators a centralized online platform to reach a broader audience. For many of these makers, the choice to direct customers to Etsy was clear—it provided an opportunity to expand their businesses beyond the limitations of local events.
Why This Strategy Worked
- Grassroots Engagement: By physically attending craft fairs, Etsy built authentic relationships with its target users, showing genuine interest and support for their work.
- Alignment with Values: The feminist-driven crafting movement was about empowerment, creativity, and self-expression—values that Etsy embraced and amplified.
- Providing a Solution: Etsy solved a critical pain point by giving makers a simple, effective way to build an online presence and reach a global audience.
- Influence of Early Adopters: By persuading well-known feminist makers to join the platform, Etsy leveraged their influence to attract other creators and customers, creating a network effect.
The Results
This hands-on, community-driven approach not only helped Etsy attract its first wave of sellers but also established the platform’s reputation as a trusted hub for handmade and unique goods. By building from the ground up, Etsy created a solid foundation that would support its explosive growth in the years to come.
Lessons for Your Business
- Go Where Your Audience Is: Identify the communities or spaces where your target users are active and engage with them directly.
- Solve Real Problems: Understand the challenges your audience faces and position your product or service as the solution.
- Leverage Influencers: Early adopters and thought leaders can amplify your message and attract others to your platform.
- Align with Values: Show that your brand genuinely supports the values and aspirations of your target audience.
The Takeaway
Etsy’s early success wasn’t just about creating an e-commerce platform—it was about building a community. By embedding themselves in the crafting movement, they earned the trust of makers and became a champion for their creativity and entrepreneurship. This grassroots approach serves as a powerful reminder of the value of authenticity, relationship-building, and solving real user problems.
(Source: Growthhackers.com)