Etsy Plans Insider Buyer Rewards Changes, Annual Seller Conference Ahead Of Holiday Shopping Season
Chief Growth Officer Kruti Patel Goyal reveals changes to Etsy Insider buyer loyalty program rolling out before the holidays & registration is now open for annual Etsy Up virtual event helping sellers to prepare for peak Q4 shopping season.
Patel Goyal, who is now back at Etsy after a stint as CEO of subsidiary Depop, told investors on the Q2 2025 earnings call that the beta test of the Etsy Insider buyer loyalty program provided valuable information for the company, as well as an increase in visits and sales - but it came at a cost that is not sustainable long-term, so they'll be revamping the offering to roll out updates before the holiday season.
Our third focus is on retaining and rewarding our most valuable customers both buyers and sellers. They contribute the most to Etsy's success. And by recognizing and incentivizing them, we aim to foster stronger loyalty.
For buyers, we're developing a portfolio of tactics that will allow us to build experiences that resonate with different buyer segments. Those new to Etsy are repeat buyers and, of course, our habitual and already most loyal customers. The portfolio will likely include reward programs, targeted offers, nudges and more.
As a first step, we're evolving our Etsy Insider beta loyalty program, which has shown excellent results of driving frequency and consideration, yet didn't provide scalable economics in its V1 iteration. So by this holiday season, we'll launch a V2 program to an expanded buyer set, including our top buyers enabling us to test and iterate on a refreshed set of rewards and benefits.
Etsy community forum staff provided more detail about what's changing:
Last September we announced Etsy Insider, our buyer membership program designed to help bring you more sales by keeping Etsy top of mind for buyers.
We’ve loved hearing feedback from both buyers and sellers about the program. That’s why we’re introducing some updates as we continue to invest in ways to give people reasons to come back to your shop over and over again.
Later this year, we’ll introduce new benefits like:
- Rewards on every purchase
- Special discounts and personalized offers just for members
We’re also making some updates to existing benefits, like which orders are eligible for free shipping. Members will still get free shipping, but we’re adding a minimum order amount and changing the maximum shipping costs Etsy will cover per order.
You don’t need to take any actions, and these changes will come at no cost to you. We’ll keep you posted as these exciting changes happen.
In the meantime, we’re going to phase out the Deals and drop benefit, as well as the annual gift. We appreciate all the sellers who participated in deals and drop, and made it such a special benefit for members.
Patel Goyal also hinted at possible rewards being offered to sellers as well, though there were very few details and it sounds like Etsy may have additional services and tools in mind rather than monetary rewards like fee discounts or advertising credits.
We also see a significant opportunity to recognize and reward our most committed sellers by evolving our offerings depending on where a seller is in her business journey with Etsy.
This year, we've already launched foundational improvements in tooling, including to our shop manager dashboard to better and more quickly serve seller needs.
In the coming months, we'll roll out AI-enabled tools to boost efficiency, all in service of empowering our sellers to focus more on creating or curating goods, delighting our customers and growing their businesses on Etsy.
That would be in line with other recent updates that point to seller services as a potential profit opportunity for the company beyond transaction take rates - though if these services end up being paid offerings to help boost Etsy revenue, it may make it hard to sell them as a "reward."
Liz Morton
Etsy also announced this week that registration for their annual online conference, Etsy Up, is now open, encouraging sellers to attend the September 18th event for tips, tricks and updates to help prepare for the upcoming holiday season.
Join us at Etsy Up to learn, connect, and grow.
Whether you're looking to discover new strategies to optimize your listings for the holidays, connect with a supportive community of fellow sellers, or get the latest updates on seller tools, Etsy Up is your space to learn, connect, and thrive—together.
You’ll leave with actionable tips, fresh ideas, and confidence to continue growing your shop, this season and beyond. Plus, hear how we're building for your success and get inspired with insights from experienced sellers.
RSVP to join us online for Etsy Up on September 18 at 1pm ET. Then, keep the momentum going with our exclusive follow-up workshops!
