Etsy announced a new membership program for buyers called Etsy Insider. The program aims to increase sales on the platform and offer certain buyers exclusive benefits. The American e-commerce company is considering rolling the program out this September as an “invite-only closed beta to a select group of buyers in the US,” or at least to begin with.

The primary aim behind this initiative, which Simona Shakin, VP of Marketing, reiterated in her announcement blog, as did Chief Operating Officer Raina Moskowitz in an interview, is that they want Etsy to be “top of mind for buyers.” “We want people to start their shopping journey on Etsy rather than come to Etsy when they’re just looking for something very specific,” said Raina.

This makes sense, as Etsy has always been a good site for handmade, funky crafts. Most US online buyers don’t associate it with the shopping platform. Other e-commerce giants like Amazon have taken that place, and now Chinese retailers such as Temu and Shein are giving them tough competition. Etsy aims to change that and be more than a site you turn to once a month when you need birthday decorations for your child.

Etsy Insider will allow a select group of US buyers to buy an annual or seasonal membership, making them eligible to access exclusive perks. These perks will include free domestic shipping within the US, a birthday bonus, a limited edition tote bag, deals, drop-offer discounts with select sellers, and first-access merch. While the announcement doesn’t say how much the membership program will cost buyers, Moskowitz lightly hinted at it being around $5 by adding, “The monthly fee will be close to the cost of a latte.”

The Brooklyn-based company confirms that there’s no action required on the seller’s part and that the select buyers can shop for their items once they’re a part of the program. It also lets sellers know that they do not have to cover the cost of free shipping and that “Etsy is covering the cost of this benefit to Etsy Insider members.”

Etsy closes its announcement by hinting that it might expand the program and says, “If we decide to expand this program in the future, we’ll be sure to let you know.”

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