Case 5 Etsy

Abstract

Etsy operates two-sided online marketplaces termed “House of Brands” which connect millions of passionate and creative buyers and sellers around the world. Etsy.com, the marketplace, is the global destination for unique and creative goods made by independent sellers. The Etsy marketplace connects creative artisans and entrepreneurs to consumers and provides tens of millions of buyers with a range of seller tools and services. The House of Brands, in addition to the main Etsy marketplace, consists of Reverb Holdings, Inc., Depop Limited, and Elo7 Serviços de Informática S.A. Reverb Holdings, Inc.is the musical instrument marketplace which was acquired in year 2019. Depop Limited (Depop) is the fashion resale marketplace. Depop deal was valued at $1.493 billion. Elo7 Serviços de Informática S.A is the Brazil-based marketplace for handmade and unique items. Depop and Elo7 were acquired in year 2021. The institutional holding of the company is 97.75%The main essence of Etsy.com ’s competitive advantage is its sellers’ collection of millions of unique items. Etsy group focusses on three elements – search and discovery, human connections, and trusted brand – to provide a best-in-class marketplace experience. The average book value of Etsy was only 5% of the market value during the period 2018–2021. The 3-year period (2019–2021) growth rate in total assets on average was 62%. The total revenues and net income grew by 60% and 110%, respectively, during the above period..