Seller Compliance Outreach
Background: As Etsy’s marketplace grows globally, multiple laws mandate that we collect and verify sellers’ personal and business information and block sellers from accessing our platform if they don’t comply. Previously, outreach efforts to get sellers to comply with these laws were fragmented, causing disruption to sellers’ workflow, leading to negative seller sentiment and GMS risks.
Summary: In 2023, we launched a guided experience to help sellers confirm and update info about their businesses to comply with multiple laws at once, such as the INFORM Act, Digital Services Act and DAC7. Through targeted communications, a guided in-product experience, and phased outreach, we de-risked a potentially burdensome event for sellers, retaining 98% of GMS (~$40M) from this population while keeping customer support volume and activity on social media and in the Etsy Forums low.
Product design partners: Aldina Fazlic & Kayla McClanahan • Product manager: Michelle Florin
Snippets from the MVP experience
What I did: Wrote the end-to-end user experience, including transactional emails
