Etsy Shops > Collections

Collections

Posted: Lis on Jul 22 | Business Topics

This week’s Etsy Bloggers theme is “Collections.” While browsing through Etsy jewelry shops, I noticed that many new sellers (and some established ones) organize their shop sections into collections. Some of these collections were immediately recognizable (e.g. “textured metal”), but others left me wondering what I would get should I click on the section link.

Functionality over Frivolity

Jewelry designer Brooke Medlin of GemmaFactrix used to organize her shop sections into collections with names like, “Blossom”, “Color”, “Grafico”, “Hint” and “Mod Pod”. When I visited her shop, I noticed that Medlin recently changed to item-type based sections (For the Ear, Neckware, Rings, etc). I asked her why she made the change, and she explained her rationale:

What made me change my sections was realizing that I’d made those sections for ME. The way I liked to see my pieces sorted. I already knew what was in them, I already was familiar with my ‘lines’.

I think most people, myself included, like functionality over frivolity when they’re shopping, especially if they’re in a hurry. I tend to have more artsy titles for my pieces, i.e. Port Bracelet, Tidepool Earrings - I thought a compromise would be good. I can still title my pieces how I like, but I feel they’ll be easier to find within more functionally titled sections.

Medlin is right that functionality matters a lot to online shoppers.* Of the other jewelry designers who are Top Sellers on Etsy, 70% use item-based sections. As a general rule it seems collection-based sections should be avoided.

Variations on a Theme

An exception to this is shops that sell only one type of thing. For example, jewelry designer Aurora Lebeouf sells resin pendants in her Etsy shop, Imogen. She uses her shop sections to divide her inventory by theme (e.g. Animals, Floral, and Landscapes). Rather than interfering with the buyer experience, this navigation structure actually makes it easier for online shoppers to browse.

Collection Connections

Etsy jewelry artists who sell more than one type of item can still use collections to promote their designs. Blogging about new collections, for example, creates buzz. Seasonal collections are a great excuse to keep in touch with customers. In an Etsy forum thread full of great tips for sellers, a buyer suggested creating a customer email list, and noted, “even just announcing new collections will remind me you exist and get me back in your shop again.”

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* In a recent survey conducted by Questus, 77% of the 575 U.S. consumers surveyed said that the reason they shop online is to save time. In a similar Questus survey, 37% said that ease of site navigation will make or break their decision to buy. In a UK-based Zendor poll, consumers cited, “confusing navigation”, and “difficulty in locating products” as reasons they left a site without purchasing.

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