Etsy Competitive Research

As part of strategic growth initiative at Mercari, I spearheaded exploratory research in partnership with Marketing and Analytics team to understand the value props + pain points of the Etsy platform for handmade items sellers.

The study's goals included understanding:

• 1) Seller + Buyer needs for the category of handmade goods

• 2) Etsy’s platform strengths/weaknesses

The ultimate goal was to identify business opportunities for Mercari in the space of handmade items.

Insights from this research were driven by triangulating data from secondary (BI analysis and existing Market Research report) + primary research (in-app survey & in-depth interview with multiple groups of users).

Certain details have been modified or generalized to maintain confidentiality. Upon private request, I am happy to share more about this work.