Etsy 2015 Annual Report Download - page 9
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In January 2015, we formed Etsy.org, a Delaware non-profit organization, to build innovative business education programs that emphasize personal growth
and offer the skills and connections that entrepreneurs need to build and run businesses that regenerate communities and the planet. In January 2015, we
issued 188,235 shares of our common stock to Etsy.org, and we used $300,000 of the proceeds of our initial public offering to partially fund Etsy.org.
Our Platform
Our platform is a vehicle for person-to-person commerce, both globally and locally. Our platform includes our marketplace, our Seller Services, our
technology and our community, both online and offline. The core of our platform is our marketplace, which connects people around the world to make, sell
and buy unique goods.
Our platform makes it easy for an Etsy seller to open an Etsy shop and operate her business. We help the Etsy seller in the following ways:
• We offer a variety of services to help Etsy sellers build their personal brands, engage potential customers and complete transactions. We
currently have three seller services:
• Our Promoted Listings offering enables an Etsy seller to pay a cost-per-click based fee to feature and promote her goods in
search results generated by Etsy buyers on our platform. This service allows an Etsy seller to target Etsy buyers who are specifically searching for
goods similar to those she offers for sale.
• Our Direct Checkout offering allows Etsy sellers to accept various forms of payment such as credit cards, debit cards, PayPal and
Etsy gift cards. As of December 31, 2015, Direct Checkout was available in 22 countries and 10 currencies. In January 2016, Direct Checkout was
expanded and is currently available in 34 countries in total. Once an Etsy buyer makes payment, the Etsy seller receives the funds in her own bank
account and in her local currency.
• Etsy sellers can purchase United States Postal Service and Canada Post shipping labels through our platform with the
appropriate amount of postage. The ability to print shipping labels at home reduces the cost and time it takes Etsy sellers to ship goods to Etsy
buyers globally.
• We developed our “Sell on Etsy” mobile app to help Etsy sellers operate their shops and manage orders. Etsy sellers can also access
communication, shop management tools and help resources through the Sell on Etsy mobile app. During 2015, 43.2% of our 2015 active sellers used our
Sell on Etsy app.
• Etsy sellers can analyze visits to their shop and listings, estimate the effectiveness of their spending on Promoted Listings, monitor
orders and track sales using our online seller dashboard. Etsy sellers can access analytics on the dashboard on our website or on our Sell on Etsy mobile
app.
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