Etsy Testing Google's Small Business Filter, Encourages Sellers To Opt In To Offsite Ads

Liz Morton
Liz Morton


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Etsy is testing out Google's new Small Business filter in lead up to holiday shopping season, encouraging sellers who don't already participate in Offsite Ads to opt in for a chance to be featured.

New Google filter will help buyers discover Etsy shops
Just in time for the holiday rush, Google is adding a brand new Small Business filter to Google Shopping. We’re currently testing this filter with a small group of sellers to see if it makes it easier for shoppers to discover and support small business owners like you. If you’re part of Offsite Ads…

Just in time for the holiday rush, Google is adding a brand new Small Business filter to Google Shopping. We’re currently testing this filter with a small group of sellers to see if it makes it easier for shoppers to discover and support small business owners like you.

If you’re part of Offsite Ads and you ship to the United States, your listings may be eligible to appear in searches using the filter, while we test this feature. Bonus: You won’t pay an Offsite Ads fee on sales you make from the free product listing ads] that are shown in filtered searches. That means your listings could get more visibility on Google, at no additional cost to you!

Want your listings to appear in Small Business searches on Google? Make sure you’re opted in to Offsite Ads. You can learn more about how Offsite Ads work in Etsy’s Help Center.

Curious about the new Small Business filter? Here’s what the new experience will look like to Google shoppers:

Google Small Business Filter Launch_asset.jpg

A few more important details:

Google is testing out this filter during the holiday season–we’ll share an update here if their plans change.

  • Learn more about the new Small Business filter on Google’s blog The Keyword.
  • Offsite Ads fees still apply if you make a sale from paid placements on Google. Learn more about Offsite Ads fees in Etsy’s Help Center.

More info about the Small Business filter can be found on Google's blog:

New features to help merchants stand out this holiday season
We’re introducing new features for merchants, including a small business attribute and expanded business information on Search.

Starting today, merchants can identify themselves with a new small business attribute on Search and Google Maps. Products in Search sold by businesses with that attribute will have a “small business” label on them, as will businesses on Maps. These new labels will make it easier for shoppers to narrow down their searches and be intentional about shopping with their favorite (or soon-to-be-favorite) businesses.

Small merchants using Merchant Center or Business Profile in the U.S., including those using the Google & YouTube app on Shopify, can add the attribute to their account. In Merchant Center, review the “business information” tab, navigate to either “details” or “about your business” and toggle on the “small business” attribute. In Business Profile, navigate to the “more” section within “edit profile.” We’re also partnering with Etsy to include eligible sellers.

We’ll automatically add the small business attribute to some merchants’ listings based on factors like how many products they offer, the number of locations they have or how much web traffic they get. You can remove it in Merchant Center or through your Business Profile at any time.

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Liz Morton is a seasoned ecommerce pro with 17 years of online marketplace sales experience, providing commentary, analysis & news about eBay, Etsy, Amazon, Shopify & more at Value Added Resource!