Etsy is an e-commerce website that connects thousands of small businesses and sellers worldwide to sell handmade, vintage and craft items. Sellers create their own shops on Etsy to offer unique products in niche markets. Etsy takes a small percentage of each sale as revenue while providing tools to help sellers promote their businesses and interact with buyers. This peer-to-peer marketplace model has experienced rapid growth, generating over $300 million in sales by 2010 through the collaborative efforts of its global community of users.