CASE STUDY 02 · RETAIL / E-COMMERCE
01 / THE OPPORTUNITY
The opportunity was to reach customers already searching Etsy for Irish gifts, knitwear and heritage products, creating an additional route to discovery beyond the existing e-commerce site. Rather than simply replicating the main store, the challenge was to build a marketplace presence designed around how customers search, browse and purchase on Etsy.
02 / building the storefront
I set up the store and developed its visual and merchandising approach, from storefront presentation and product selection to listing imagery, descriptions and categorisation. The aim was to create a cohesive branded experience while working within Etsy’s marketplace structure.
01 / PRODUCT SELECTION
Chose products suited to marketplace demand.
Etsy TA is predominantly female (around 80%), aged 25 to 54.
02 / SEO + KEYWORDS
Observed query patterns to inform titles, categories and the hierarchy of each listing.
03 / SEARCH + MERCHANDISING
Optimised product listings for marketplace discovery, with products ranking in 3 of the top 4 results for “Irish Sweaters.”
04 / CUSTOMER EXPERIENCE + COMMERCIAL GROWTH
The results showed both commercial growth and customer confidence, with strong organic discovery, repeatable sales and consistently positive reviews.
03 / KEY TAKEAWAYS
Marketplace
Strategy & Growth
E-commerce & Merchandising
This project showed me that creativity and commercial thinking work best together. What started as a new marketplace opportunity became an established e-commerce channel, with most traffic coming through organic discovery and growth shaped by customer behaviour, merchandising and ongoing optimisation.
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