Etsy and the battle for authenticity

This event report shows how Etsy, the ecommerce website selling handmade and vintage goods, is focusing on authenticity to drive its growth.

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...

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