Etsy 2015 Annual Report Download - page 12

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Please find page 12 of the 2015 Etsy annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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
 Etsy sellers and Etsy buyers are passionate, engaged and loyal—not only to us, but to
each other—building a strong community.
• Our active sellers and active buyers remain so for multiple years. For example, 32.3% of active sellers and 44.7% of active buyers as of December 31,
2011 continued to be active sellers and active buyers through their fourth year on the platform, and 32.3% of active sellers and 42.5% of active buyers
as of December 31, 2012 continued to be active sellers and active buyers through their fourth year on the platform. In addition, as of December 31,
2015, 13% of active sellers have been selling on Etsy for more than four years. Likewise, as of December 31, 2015, 15% of active buyers have been
Etsy buyers for more than four years.
• Repeat purchases demonstrate the loyalty of Etsy buyers. In 2015, 81% of our GMS came from repeat purchases. This was up from 78% in 2014. Also in
2015, approximately 47% of our active buyers made 2 or more purchases in the previous 12 months, up slightly from 2014.
• Unlike many other online commerce companies, the vast majority of visits come to Etsy from organic or direct sources. In 2015, 91% of visits came to
Etsy.com from direct, organic or email sources. A visit represents activity from a unique browser or mobile app. A visit ends after 30 minutes of
inactivity.
• Etsy sellers and Etsy buyers also spend time with each other. For example, they sent 234 million messages on our platform in 2015 using our
Conversations tool. As of December 31, 2015, approximately 21% of active sellers belong to a self-organized Etsy Team, developing supportive
personal relationships with other Etsy sellers as they build their independent creative businesses. Currently, over 12,000 Etsy Teams have formed
around the world.
The passion and loyalty demonstrated by Etsy sellers and Etsy buyers underlies the growth and scale of our platform. See “Management’s Discussion and
Analysis of Financial Condition and Results of Operations—Key Factors Affecting Our Performance—Growth and Retention of Active Sellers and Active
Buyers” for more information.

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