一個月卖掉1200万只,手工藝品網站Etsy靠卖口罩赚大了
當4月2日凌晨，乔希·西尔弗曼起头一天的事情時，這位Etsy的首席履行官诧异地发明，他们的手工藝品電子商務網站當天拜候量忽然激增。拜候量激增的此中一個重要原由于：當天早上几個小時内，“口罩”的搜刮量增加了100倍，一度到达每秒9次。
改過冠疫情暴发以来，Etsy上的卖家一向在出售口罩。周四當天早上有媒體报导称，美國當局将扭转态度，建议美國人在大众場所佩带口罩，以帮忙停止疫情舒展。
西尔弗曼奉告《财產》杂志：“就像爆炸同样，一切的產生只在一刹時。”一些卖家在短短一個小時内接到的定单数就到达3月的总数。可是搜刮量的增加随之也带来了一些问题。
一方面，西尔弗曼要确保卖家可以完成這些定单，防止给網站新主顾带来欠好的购物體验，為主顾留下杰出的第一印象。
更首要的一點，當西尔弗曼在搜刮引擎中输入“face masks”（face masks兼有“口罩”、“面具”之意——译注）時，成果呈現了很多万圣節面具和其他不相干的產物。他说：“這并不是當古人们所必要的工具。”
到當天早上8：30，他和他的团队對前5000個最好搜刮成果举行手动分类，以對算法举行了姑且批改。他们把真正贩卖布口罩的供给商置于排名前列，并将购物者重定向到肯定可以处置相干定单的卖家網站，經由過程从新分派需求，對Etsy搜刮引擎举行从新革新。
在接下来的48小時里，Etsy引入了更多的口罩卖家，帮忙他们得到更多面料，并敏捷創建本身的店肆。西尔弗曼说：“咱们在很短期内就在Etsy内部建立了一家中型公司。”
與Etsy凡是的运作方法比拟，新的扭转必要花费大量人力。但回报的丰富也不成否定：本年4月，Etsy售出了1200万枚口罩，价值1.33亿美元，至關于其月度贩卖额的六分之一，并且西尔弗曼还说，估计如许的高需求程度可以延续连结。
别的，虽然4月从来都是婚礼主题礼品类產物的贩卖旺季，而本年由于疫情影响此类產物贩卖额有所低落，但Etsy網站上除口罩之外其他商品的贩卖额增加了79%。Etsy的总體事迹固然没有暴涨，但仍然取患了不错的成就：2020年第一季度，Etsy卖家贩卖商品总价值达13.5亿美元，同比增加32.2％。
大量新增主顾
Etsy得到了贵重的持久成长機遇：仅在4月，Etsy新增主顾就跨越400万，别的还吸引了250万名最少一年没有帮衬的转头客从新拜候網站。（2020年头，Etsy共有4640万活泼买家和270万卖家。）
Etsy已引发华尔街的注重。3月16日，因為纽约等重要都會起头施行封闭，投資者担忧行将產生經济阑珊，股价創下52周新低。但在以後的两個月里，Etsy的股价上涨了157%，公司市值靠近100亿美元。
西尔弗曼認可，他没法肯定封闭起头後人们将會作何反响。但他認為，人们支撑自力企業和采辦某种商品（最少是那些非批量出產商品）的意愿将在很大水平上帮忙Etsy获得樂成。
而新买家的涌入對Etsy来讲是一次可贵的機遇，可以给新主顾留下杰出的购物體验。西尔弗曼说：“這是一次很首要的體验。”
開端数据显示，很多买家并不是一次性购物主顾：上個月在Etsy采辦口罩的新主顾中，约32%在两周内再次采辦。西尔弗曼说，准時发貨统计数据和呼唤中間来電数目显示客户體验杰出。
华尔街阐发師彷佛赞成如许一种概念，即一旦封闭竣事，其他零售商从新打開店門，Etsy仍然可以或许继续留住新主顾。德意志银行（Deutsche Bank）的阐发師库纳尔·马杜卡尔在一份钻研陈述中写道：“即即是對現有买家而言，他们也可能在Etsy上接触到更多的產物种类，具有更多选择，這可能會吸引他们在一年之内屡次帮衬Etsy平台。”
自三年前西尔弗曼上任以来，他一向致力于對Etsy的旧貨市場形象举行專業化革新。此中包含极大改良其搜刮功效——斟酌到Etsy随時可能卖掉60早洩藥,00万件特點商品，他说這项事情难度很大。有時，當触及提高商家辦事费，或促使商家供给快速发貨辦事時，抵牾就會发生。
可是，當前eBay堕入窘境，“零售業電子商務”網站不竭增多，出格是在當前购物举动不竭產生变革的布景之下，Etsy但愿捉住一切機遇吸引那些在购物平台选择上其实不太在乎的新客户。
西尔弗曼说：“對付不少人来讲，不管想采辦何种商品，城市習气性地想到亚马逊。”他还说：“若是能讓消费者停下来想想：除亚马逊，还能从哪里买到雷同的工具呢？Etsy常常就會呈現在他们的脑海里。”
如今，数以百万计的口罩买家最少對Etsy有了更多的领會。（财產中文網）
翻译：郝秀
审校：程晓田
In the early morning of April 2, as Josh Silverman started his workday, the Etsy chief executive was amazed to see a sudden surge in traffic to the handcraft e-co妹妹erce site on a run-of-the-mill Thursday.
One thing in particular was driving traffic: Searches for "face masks" rose 100-fold in a matter of hours that morning, hitting nine searches a second at one point.
While Etsy's sellers had been offering face masks for several weeks since the start of the COVID-19 pandemic, media reports surfaced that morning suggesting that the U.S. government was going to change its stance and reco妹妹end A濕疹藥膏,mericans wear face masks in public settings to help contain the spread.
"It happened like an explosion. It was instant," Silverman tells Fortune. Some sellers were moving the entire previous month's orders in just an hour. But the surge in searches didn't come without challenges.
For one thing, he wanted to be sure that sellers could fill those orders, lest it lead to a bad experience for someone new to the site, losing Etsy a chanc宜蘭婚紗，e to make a good first impression.
What's more, when Silverman typed “face masks” into the search engine, results were yielding a lot of Halloween masks and other irrelevant products. "That’s not what anyone thinks of as face masks in this moment," he says.
By 8:30 a.m. that morning, he and his team were doing triage by hand of the top 5,000 top results, an i妹妹ediate fixing of its algorithms. They placed vendors who really sold cloth face masks first in the ranking and redirected shoppers to the sites of sellers who confirmed they could handle the orders as a way to redistribute demand, thereby retraining its search engine.
Over the next 48 hours, Etsy recruited more sellers to make masks, helping them figure out how to get more fabric and set up their shops quickly. "In a short time, we stood up a midsize company within Etsy," says Silverman.
This was all much more labor intensive than how Etsy would normally operate. But the payoff was undeniable: In April, Etsy sold 12 million masks worth $133 million, or one-sixth of its monthly tally, and Silverman says demand is holding up well.
What's more, sales on the Etsy site of items other than masks rose 79% last month, despite a drop in wedding-themed gifts during what is normally a peak time for that category. Etsy was already doing well, though not quite that well: In the first quarter of 2020, sellers sold $1.35 billion worth of goods on its sites, up 32.2% from a year earlier.
A bonanza of new customers
There's an important, longer-term upside for Etsy: In April alone, it won over 4 million new customers and got back 2.5 million others who hadn't used the site in at least a year. (At the 駝背矯正帶,start of 2020, it had 46.4 million active buyers and 2.7 million sellers.)
Wall Street has noticed. Shares hit a 52-week low on March 16, coincidentally when the lockdown started in major cities like New York as investors worried about the coming economic downturn. But in the two months since, Etsy shares have risen 157%, making the company worth almost $10 billion.
Silverman admits he was not sure how people were going to behave as lockdowns began. But he thinks people wanting to support independent businesses and buy one-of-kind items—or at least those that are not mass-produced—has a lot to do with Etsy's success.
And the influx of new shoppers has been a rare opportunity for Etsy to wow new customers. "It was important that it be a good experience," says Silverman.
Initial data suggests many are sticking around: Some 32% of new customers who bought a mask last month bought another item within two weeks. And Silverman says on-time shipment statistics and call-center volume suggest the customer experience has been good.
Wall S賭博場所，treet analysts seem to agree with the thesis that Etsy will hang on to its new customers once lockdowns end and other retailers reopen their stores. "Even for the existing buyers, they may be exposed to the variety and selection of products available, which could induce them to come to the platform and buy more than just once a year," Deutsche Bank analyst Kunal Madhukar wrote in a research note.
Since Silverman took the helm three years ago, he has sought to professionalize a site that often felt like a flea market. That has included vastly improving its search function—something he says is hard, considering that Etsy sells 60 million unique items at any given time. And occasionally it has meant friction with sellers, either from higher fees or pushing them to offer fast shipping.
But at a time when eBay has floundered and “re-co妹妹erce” sites are on the rise, Etsy wants to take advantage of every chance it gets to attract new customers who might not have thought of it much, especially as shopping behavior is in flux.
"For anything you need, the habit for so many people is Amazon, Amazon, Amazon," Silverman says. "If I could just get them to pause for a split second and think to themselves, 'Where else could I get something similar?,' Etsy is going to come to mind a lot of the time."
And millions of mask buyers are now at least more aware of Etsy.
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