This document discusses Etsy's taxonomy and categorization of items for sale on its marketplace. It shows examples of items that surprised Etsy due to being placed in unexpected categories. Etsy aims to describe items in a way that makes sense to both buyers and sellers, and acknowledges that creative businesses have strong ties to the identities and categories of the items they sell. The goal is to continuously understand audiences and inventory, accept imperfections, and optimize the system for change.

1. CRAFTING AN ETSY TAXONOMY

2. 2
Etsy
Taxonomy
Surprises
UP NEXT:

3. 3
Etsy

4. 4
OUR MISSION
Reimagine commerce
in ways that build a more
fulfilling and lasting world

5. 5
Etsy Empowerment Loop
SELLER
Pursues craft,
grows business
ETSY
Invests in the
platform and
delivers a global
base of buyers
ETSY
Facilitates the
transaction
BUYER
Finds unique
goods that are
hard to find
elsewhere

6. 6
By the Numbers
6
1.6M
active sellers
AS OF DECEMBER 31, 2015
24M
active buyers
AS OF DECEMBER 31, 2015
$2.39B
annual GMS
IN 2015
35+M
items for sale
AS OF DECEMBER 31, 2015
Photo by Kirsty-Lyn Jameson

7. 7
Taxonomy

8. 8
DIY Categorization
accessories
art
bags & purses
bath & beauty
books & zines
candles
ceramics &
pottery
children
clothing
crochet
dolls & miniatures
everything else
furniture
geekery
glass
holidays
housewares
jewelry
knitting
music
needlecraft
paper goods
patterns
pets
plants & edibles
quilts
supplies
toys
vintage
weddings
woodworking

9. 9
DIY Categorization
accessories
art
bags & purses
bath & beauty
books & zines
candles
ceramics &
pottery
children
clothing
crochet
dolls & miniatures
everything else
furniture
geekery
glass
holidays
housewares
jewelry
knitting
music
needlecraft
paper goods
patterns
pets
plants & edibles
quilts
supplies
toys
vintage
weddings
woodworking

10. 10
DIY Categorization
accessories
art
bags & purses
bath & beauty
books & zines
candles
ceramics & pottery
children.toy
clothing
crochet
dolls & miniatures
everything else
furniture
geekery.toy
glass
holidays
housewares
jewelry
knitting.children.toy
music
needlecraft
paper goods
patterns
pets
plants & edibles
quilts.baby.toy
supplies
toys.children
vintage.toy.children
weddings
woodworking.toy

11. 11
FOMO FOR
YEARS.

12. 321
12
DescribeFind Ship
Figure out what
we actually sell.
Describe it in a
way that makes
sense to buyers &
sellers.
Good enough is
better than
perfect.
Goals

13. 13
Surprises

14. 14
In an open marketplace, creative independent businesses
sell the darnedest things.
Inventory

15. Plain Colour Fleece Italian Greyhound
Jammies/Pajamas/Snowsuit Pink, Pur…
$25.30shadedmoon
Pet Supplies
Pet Supplies > Pet Clothing,
Accessories & Shoes > Pet Clothing >
Pet Tops (7,525 items)
15

16. Snort Industries, Bathat Sport, the
adorable Polartec hat that protects ears.
$22.00snorfindustries
Pet Supplies
Pet Supplies > Pet Clothing,
Accessories & Shoes > Pet Clothing >
Pet Hats & Wigs (2,117 items)
16

17. Carmen Miranda Inspired Cat Hat /
Kitty Fruit Salad
$20.00NotsoKittyShop
Pet Supplies
Pet Supplies > Pet Clothing,
Accessories & Shoes > Pet Clothing >
Pet Hats & Wigs (2,117 items)
17

18. Knit Coffee Cozy with Felt Heart
Embellishment
$5.99207North
Cozies
Home & Living > Kitchen & Dining >
Drink & Barware > Drinkware > Cozies
(22,098 items)
18

19. Knitted pineapple tea cosy
$15.14HandmadeLittleKnits
Cozies
Home & Living > Kitchen & Dining >
Drink & Barware > Drinkware > Cozies
(22,098 items)
19

20. Crochet Shark Egg Cozy, PDF Pattern,
Instant Download, Crochet Instructions,
$3.50SpringFresh
Cozies
Craft Supplies & Tools > Fiber & Textile
Art Supplies > Knitting & Crocheting >
Knitting Patterns (40,384 items)
20

21. Crochet Steering Wheel Cover, Wheel
Cozy - turqua (CSWC 8T)
$25.00ytang
Cozies
Electronics & Accessories >
Car Parts & Accessories (25,601 items)
21

22. Chapstick holder, lip balm keychain,
Grey with Navy and Yellow Aztec
$15.99gabrielsgoodtidings
Cozies
Bags & Purses > Cosmetic & Toiletry
Storage > Vanity Storage (5,433 items)
22

23. Emoji Pill Case Birth Control Cozy
$7.50+BeeLoveLee
Cozies
Bags & Purses > Pouches & Coin Purses
(102,631 items)
23

24. All Seeing Eyes clear tpu iphone case, clear
iphone 6s case, clear iphone 6 case, clear …
$12.99CaseYard
Electronics
Electronics & Accessories >
Electronics Cases > Phone Cases
(184,932 items)
24

25. Atari 2600 System - Incomplete
$40.00TimOfTomorrow
Electronics
Electronics & Accessories >
Video Games (11,701 items)
25

26. Vintage Geiger Counter, Radiation Detector,
Civil Defense, Cold War, Cuban Missle Crises
$128.00KarensChicNShabby
Electronics
Electronics & Accessories >
Parts & Electrical >
Testing & Calibration (136 items)
26

27. mePed Mini Quadruped Robot Deluxe Kit -
Arduino Hexapod Robotic Walker / Crawler
$54.95SpierceTech
Electronics
Electronics & Accessories >
DIY Kits (870 items)
27

28. 28
In an open marketplace, creative independent businesses
have strong emotional ties to their items.
Identity

29. STARHAVEN
“We are ARTISTS, not wholesalers. Buyers
come to Etsy looking for unique handcrafted
work, not stuff they can find at a department
store. I hate that new dropdown bar, it treats
everything here like mass-produced
merchandise. Work that doesn't fit their
department store layout never gets noticed. If
Etsy REALLY wants to boosts sales, and secure
its niche, it needs to promote an art section.”
29

30. 30
“This medium is not a sub, sub, sub of something else. It is a category all its
own … you are penalizing the potter and ceramic artist by not listing "Fine
Ceramic Art," on the top of the page.”
Terrance Lazaroff of Zalt57 in Montreal, CA
Photo by Zalt57 6530

31. 31
But where
would
dolls
be...surely
not under
Toys?

32. 32

33. 33
continuously work to understand your
audiences and your inventory.
accept the imperfections of any system.
optimize for change.
WHAT WE LEARNED:

34. Thanks!
JAIME DELANGHE
@JAIMEDELANGHE