What's Happening?
Kevlyn Walsh, a Denver-based entrepreneur, has successfully expanded her business from Etsy to Shopify, launching a second brand called Bake It Fancy. Initially starting with Festive Gal on Etsy in 2019,
Walsh's business has thrived by selling custom gifts and party supplies. Bake It Fancy, her new venture on Shopify, focuses on baking accessories, evolving from a popular product under Festive Gal. Walsh's journey began with handmade headbands that gained popularity at Christmas parties, leading her to open an Etsy shop. Over time, her Etsy sales surpassed her teaching salary, prompting her to focus on her business full-time. Despite Etsy's constraints, Walsh has managed to grow her brands, addressing challenges such as limited customization tools and the platform's definition of 'handmade'.
Why It's Important?
The expansion of Kevlyn Walsh's business to Shopify highlights the growing trend of entrepreneurs diversifying their sales channels beyond Etsy. This move is significant as it reflects the challenges faced by sellers on Etsy, including limited customization options and inconsistent enforcement of 'handmade' definitions. By launching Bake It Fancy on Shopify, Walsh gains more control over her brand and can leverage advanced personalization features not available on Etsy. This shift is crucial for sellers seeking to scale their operations and reduce dependency on a single platform, especially as Etsy's traffic declines and quality control issues arise. The transition to Shopify allows for greater flexibility in marketing strategies, such as using Meta ads and content creation, which can enhance brand visibility and customer engagement.
What's Next?
Kevlyn Walsh plans to grow Bake It Fancy independently, focusing on content creation and advertising to drive traffic. She has set up a media room to produce baking videos and tutorials, aiming to build a brand with full control over its operations. This strategic move away from relying solely on Etsy is expected to mitigate risks associated with platform dependency and inconsistent seller support. As Walsh continues to expand her business, she may explore additional marketing channels and partnerships to further increase brand reach and customer base. The success of Bake It Fancy could inspire other Etsy sellers to consider similar diversification strategies, potentially leading to a broader shift in the ecommerce landscape.
Beyond the Headlines
The expansion of Kevlyn Walsh's business raises questions about the sustainability of Etsy's business model and its impact on sellers. As more entrepreneurs seek alternative platforms like Shopify, Etsy may need to address its quality control issues and improve seller support to retain its user base. The move also highlights the importance of adaptability and innovation in the ecommerce industry, as sellers must navigate changing market dynamics and consumer preferences. Walsh's success story underscores the potential for creative entrepreneurs to leverage multiple platforms and marketing strategies to achieve business growth and resilience.
