Etsy 2015 Annual Report Download - page 46
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Please find page 46 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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Key Factors Affecting Our Performance
We believe that our performance and future success depend on a number of factors that present significant opportunities for us but also pose risks and
challenges, including those discussed below and in the section titled “Risk Factors.”
Our success depends in part on the growth and retention of our active sellers and active buyers. Our revenue is driven by the number of active sellers, seller
engagement, the number of active buyers, buyer engagement and our ability to maintain a trusted marketplace. As of December 31, 2015, our marketplace
had grown to 1.6 million active sellers and 24.0 million active buyers, up from 1.4 million active sellers and 19.8 million active buyers as of December 31,
2014. Failure to effectively attract and retain new active sellers and active buyers, to re-engage inactive sellers and inactive buyers and to engage active
sellers and active buyers on a cost-effective basis would adversely affect our revenue growth, operating results and the overall health of our ecosystem.
To analyze our retention rates, we measure repeat activity by Etsy sellers and Etsy buyers.
We refer to active sellers as of December 31, 2011 as “2011 Active Sellers.” Thirty-two percent of 2011 Active Sellers remained active sellers through their
fourth year on the platform, as of December 31, 2014. The average annual GMS per 2011 Active Seller in 2014 was over five times higher than in 2011.
We refer to active sellers as of December 31, 2012 as “2012 Active Sellers.” Thirty-two percent of 2012 Active Sellers remained active sellers through their
fourth year on the platform, as of December 31, 2015. The average annual GMS per 2012 Active Seller in 2015 was over four times higher than in 2012.
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