Etsy and the battle for authenticity
Stephen WhitesideWarc
"Authenticity" is one of the most over-used buzzwords in modern marketing. Few brands, however, can rival Etsy when it comes to being the genuine article.
Launched nine years ago, the ecommerce platform currently boasts more than a million individual sellers (88% female) across the globe, offering up handmade goods, vintage products, works of art, or related supplies. More specifically, the site has been at the forefront of the "maker movement," a trend fuelled by digital media that's focused on people selling self-made items.
Etsy's vendors pay just 20 cents to list...