Etsy has adopted a practice of continuous deployment where small code changes are frequently deployed to production. This began in 2009 with 7 deploys and increased to over 10,000 deploys in 2011. Continuous deployment has transformed Etsy and allowed for agility, improved stability, and developer happiness. It was enabled by establishing a culture of transparency, effective monitoring, automated testing, and other tools like Deployinator for one-button deploys and StatsD for analytics.