theCynch

Etsy, an increasingly-popular website that allows people to buy and sell handmade, vintage, and craft items, is kicking butt.

I’ve known about the website for the past couple of years, but have only recently begun to hear “Etsy” used in public. The most recent mention of the website was from Jessica Alba on the Jay Leno Show.

Etsy’s popularity continues to rise in a troubled economy. What are the key ingredients to its success?

Here are a few reasons, to start:

1) One-of-a-kind items.

Etsy thrives on their handcrafted, one-of-a-kind items. The items are usually cute, witty, and functional. Since the website only has an “Add to Cart” (immediate purchase) button, people may be more inclined to make an impulse buy.

The impulse to buy may be even greater on Etsy since their items are exclusive. You will not find another item quite like such-and-such. If you just push this little button, this item will be ALL yours…

Tempting, isn’t it?

-Lesson: Find a way to sell something, easily, that simply cannot be found elsewhere.

2) Daily newsletter.

I typically do not like daily newsletters, but this is the ONE newsletter I don’t cringe at! Each Etsy newsletter carries a different theme and includes some items that represent the theme, such as Revenge of the Nerds.

There’s always at least one featured item that puts a smile on my face — and that smile is what makes me open their newsletter without fail, every day.

-Lesson: Make the daily newsletter compelling enough to continue to drive traffic to your website. Create a habitual “itch” that people need to scratch by opening your mail.

3) Embracing community.

Etsy is big on community, and it is obvious on both their website and on their social media tools.

Messages on Etsy are not called “Messages,” they are called “Conversations.” It reminds users that there is a real person on the other side of the computer screen, and it encourages people to play nice.

Etsy supports street teams for their website, much in the same manner of indie rock bands.

Etsy handpicks interesting sellers to  interview and feature on their website. It enhances the “human touch” of the website.

Etsy rocks both their Facebook and Twitter accounts. The accounts are updated every day, several times a day, and the posts are not needy or corporate-sounding. Etsy tends to post things that they genuinely seem to like. The information is posted, it seems, merely to benefit Etsians.

-Lesson: Treat the community like family, and they will return the favor.

4) Whimsical environment.

Often, the website will make you feel as though you’re in an Alice in Wonderland gift shop. The items can be so cute, wacky, and off-the-wall that you can grow addicted to finding the most outrageous item possible. The spontaneity and non-predictability almost makes browsing a game in itself.

-Lesson: Keeping up a sense of fun lowers the resistance to buy.

5) Non-corporate feel.

Even though the website currently enjoys an income between $10-$13 million per month, they still manage to come off as being small and quaint. Every newsletter includes a photo of the person that put the publication together.

Their Facebook and Twitter accounts suggest that the posts were created by someone who genuinely cares:

Enjoying this search for “Keep Calm and Carry On” parodies…

Searching for tatted accessories this morning…look at these cute anklets. Want!

Holy moly, only 665 fans away from 100,000. Thanks! Wondering: what types of links/content do you like to see here? Items, blog posts…something else? Let us know, we love feedback.

Lesson: It never hurts to seem humble or down-to-earth.

Bonus ingredient:  Integrity. I mention this as a “bonus,” since this is an overall quality and cannot be pinpointed to one isolated feature. The combination of unique items, easy transactions, great communication between Etsy and consumer, and the quality of the products on the website make Etsy a delectable treat. They’ve got more integrity than they know what to do with.

Interesting Fact: Some of Etsy’s investors include the founders of Delicious and Flickr.