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Crafting an Etsy Taxonomy -- IA Summit 2016

Etsy, an e-commerce site for 40 million handmade and vintage products and craft supplies had gone 10 years without categorization. Learn about how we created a taxonomy for the world's most miscellaneous items that had to be used by both product creators (experts) and buyers (newbies) and what it taught us about our users in the process. Learn how to bridge the gap between such disparate user bases and what categorizing the most miscellaneous items possible can teach everyone.

Crafting an Etsy Taxonomy -- IA Summit 2016

  1. 1. CRAFTING AN ETSY TAXONOMY
  2. 2. 2 Etsy Taxonomy Surprises UP NEXT:
  3. 3. 3 Etsy
  4. 4. 4 OUR MISSION Reimagine commerce
 in ways that build a more fulfilling and lasting world
  5. 5. 5 Etsy Empowerment Loop SELLER
 Pursues craft, grows business ETSY Invests in the platform and delivers a global base of buyers ETSY Facilitates the transaction BUYER Finds unique goods that are hard to find elsewhere
  6. 6. 6 By the Numbers 6 1.6M active sellers AS OF DECEMBER 31, 2015 24M active buyers AS OF DECEMBER 31, 2015 $2.39B annual GMS IN 2015 35+M items for sale AS OF DECEMBER 31, 2015 Photo by Kirsty-Lyn Jameson
  7. 7. 7 Taxonomy
  8. 8. 8 DIY Categorization accessories art bags & purses bath & beauty books & zines candles ceramics & pottery children clothing crochet dolls & miniatures everything else furniture geekery glass holidays housewares jewelry knitting music needlecraft paper goods patterns pets plants & edibles quilts supplies toys vintage weddings woodworking
  9. 9. 9 DIY Categorization accessories art bags & purses bath & beauty books & zines candles ceramics & pottery children clothing crochet dolls & miniatures everything else furniture geekery glass holidays housewares jewelry knitting music needlecraft paper goods patterns pets plants & edibles quilts supplies toys vintage weddings woodworking
  10. 10. 10 DIY Categorization accessories art bags & purses bath & beauty books & zines candles ceramics & pottery children.toy clothing crochet dolls & miniatures everything else furniture geekery.toy glass holidays housewares jewelry knitting.children.toy music needlecraft paper goods patterns pets plants & edibles quilts.baby.toy supplies toys.children vintage.toy.children weddings woodworking.toy
  11. 11. 11 FOMO FOR YEARS.
  12. 12. 321 12 DescribeFind Ship Figure out what we actually sell. Describe it in a way that makes sense to buyers & sellers. Good enough is better than perfect. Goals
  13. 13. 13 Surprises
  14. 14. 14 In an open marketplace, creative independent businesses sell the darnedest things. Inventory
  15. 15. Plain Colour Fleece Italian Greyhound Jammies/Pajamas/Snowsuit Pink, Pur… $25.30shadedmoon Pet Supplies Pet Supplies > Pet Clothing, Accessories & Shoes > Pet Clothing > Pet Tops (7,525 items) 15
  16. 16. Snort Industries, Bathat Sport, the adorable Polartec hat that protects ears. $22.00snorfindustries Pet Supplies Pet Supplies > Pet Clothing, Accessories & Shoes > Pet Clothing > Pet Hats & Wigs (2,117 items) 16
  17. 17. Carmen Miranda Inspired Cat Hat / Kitty Fruit Salad $20.00NotsoKittyShop Pet Supplies Pet Supplies > Pet Clothing, Accessories & Shoes > Pet Clothing > Pet Hats & Wigs (2,117 items) 17
  18. 18. Knit Coffee Cozy with Felt Heart Embellishment $5.99207North Cozies Home & Living > Kitchen & Dining > Drink & Barware > Drinkware > Cozies (22,098 items) 18
  19. 19. Knitted pineapple tea cosy $15.14HandmadeLittleKnits Cozies Home & Living > Kitchen & Dining > Drink & Barware > Drinkware > Cozies (22,098 items) 19
  20. 20. Crochet Shark Egg Cozy, PDF Pattern, Instant Download, Crochet Instructions, $3.50SpringFresh Cozies Craft Supplies & Tools > Fiber & Textile Art Supplies > Knitting & Crocheting > Knitting Patterns (40,384 items) 20
  21. 21. Crochet Steering Wheel Cover, Wheel Cozy - turqua (CSWC 8T) $25.00ytang Cozies Electronics & Accessories > Car Parts & Accessories (25,601 items) 21
  22. 22. Chapstick holder, lip balm keychain, Grey with Navy and Yellow Aztec $15.99gabrielsgoodtidings Cozies Bags & Purses > Cosmetic & Toiletry Storage > Vanity Storage (5,433 items) 22
  23. 23. Emoji Pill Case Birth Control Cozy $7.50+BeeLoveLee Cozies Bags & Purses > Pouches & Coin Purses (102,631 items) 23
  24. 24. All Seeing Eyes clear tpu iphone case, clear iphone 6s case, clear iphone 6 case, clear … $12.99CaseYard Electronics Electronics & Accessories > Electronics Cases > Phone Cases (184,932 items) 24
  25. 25. Atari 2600 System - Incomplete $40.00TimOfTomorrow Electronics Electronics & Accessories > Video Games (11,701 items) 25
  26. 26. Vintage Geiger Counter, Radiation Detector, Civil Defense, Cold War, Cuban Missle Crises $128.00KarensChicNShabby Electronics Electronics & Accessories > Parts & Electrical > Testing & Calibration (136 items) 26
  27. 27. mePed Mini Quadruped Robot Deluxe Kit - Arduino Hexapod Robotic Walker / Crawler $54.95SpierceTech Electronics Electronics & Accessories > DIY Kits (870 items) 27
  28. 28. 28 In an open marketplace, creative independent businesses have strong emotional ties to their items. Identity
  29. 29. STARHAVEN “We are ARTISTS, not wholesalers. Buyers come to Etsy looking for unique handcrafted work, not stuff they can find at a department store. I hate that new dropdown bar, it treats everything here like mass-produced merchandise. Work that doesn't fit their department store layout never gets noticed. If Etsy REALLY wants to boosts sales, and secure its niche, it needs to promote an art section.” 29
  30. 30. 30 “This medium is not a sub, sub, sub of something else. It is a category all its own … you are penalizing the potter and ceramic artist by not listing "Fine Ceramic Art," on the top of the page.” Terrance Lazaroff of Zalt57 in Montreal, CA Photo by Zalt57 6530
  31. 31. 31 But where would dolls be...surely not under Toys?
  32. 32. 32
  33. 33. 33 continuously work to understand your audiences and your inventory. accept the imperfections of any system. optimize for change. WHAT WE LEARNED:
  34. 34. Thanks! JAIME DELANGHE @JAIMEDELANGHE

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