Etsy Tone of Voice — Authentic & Artistic

Tagline: "Keep Commerce Human"

Industry: E-commerce / Handmade

Sector: Technology

How Etsy Communicates

Etsy stands up for the maker behind the product. "Keep Commerce Human" frames shopping as connection to real, independent creators — authentic, artistic, warm. The voice is human-scale and sincere, selling the soul that mass retail leaves out.

Tone Words

Etsy's brand voice is defined by the following tone words: Authentic, Artistic.

Communication Style

Language Style: Human-scale
Sentence Type: Command
Tense: Present
Expression: Imaginative

Etsy Brand Story

"Keep Commerce Human" emphasizes a commitment to individuality amid the mass-produced landscape. This reflects a supportive tone that champions the uniqueness of independent makers. The imperative language style drives action and engagement, urging people to buy differently. The core tension between mass and craft highlights the importance of authenticity in a world increasingly dominated by uniformity.

Brand Message

Support independent makers

Brand Mission

Make creative business accessible

Brand Positioning

Core Concept: Buy Differently

Central Tension: Mass vs. Craft

About Etsy

Etsy, Inc. is an American e-commerce company focused on handmade or vintage items and craft supplies. Its marketplace includes categories such as jewelry, apparel, home decor, furniture, toys, and art. Items described as vintage must be at least 20 years old. The platform provides sellers with individual storefronts where they list their goods for a fee of US$0.20 per item. Since 2013, the company has allowed the sale of mass-manufactured items. As of December 31, 2024, Etsy's marketplace contained more than 100 million active listings and connected 8 million sellers with 96 million buyers. At the end of 2024, Etsy had 2,400 employees. In 2024, Etsy had gross merchandise sales of US$12.6 billion, a revenue of $2.81 billion, and a net gain of $303 million. The platform generates revenue from three streams. Marketplace revenue includes a 6.5% transaction fee on the final sale value and a listing fee of $0.20 per item. Seller Services include fees for services such as "Promoted Listings," payment processing, and the purchase of shipping labels through the platform. Other revenue includes fees received from third-party payment processors.

Frequently Asked Questions About Etsy

What is Etsy's tone of voice?

Etsy uses a authentic, artistic tone of voice. Their communication is human-scale, typically using command-style sentences in the present tense. Their tagline "Keep Commerce Human" exemplifies this voice.

How does Etsy communicate with customers?

What is Etsy's brand message?

Etsy's core message: Support independent makers Their mission: Make creative business accessible

What is Etsy's slogan?

Etsy's slogan is "Keep Commerce Human". It carries their authentic, artistic voice.

What is Etsy's mission?

Etsy's mission: Make creative business accessible

What makes Etsy's brand voice unique?

Etsy stands out through their authentic, artistic communication style. Their central brand tension, "Mass vs. Craft", shapes how they communicate across the Technology sector.

What language style does Etsy use?

Etsy uses human-scale language, with imaginative messaging, in command-style sentences, using the present tense.