{
 "company": "etsy",
 "as_of": "2026-10-05",
 "choices": [
  {
   "id": "etsy-p01",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Marketplace scope",
   "statement": "Etsy launched a marketplace centered on handmade goods.",
   "event_date": "2005",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-p02",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Seller storefronts",
   "statement": "Sellers maintained individual shops and listings.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-p03",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Messaging",
   "statement": "Buyers and sellers could communicate directly.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-p04",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Payments",
   "statement": "Direct Checkout processed payments within the marketplace.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-p05",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Shipping",
   "statement": "Sellers could buy shipping labels through Etsy.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-g01",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Listing fee",
   "statement": "Etsy charged sellers a fee to list an item.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-g02",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Transaction fee",
   "statement": "Etsy charged a percentage fee on a completed transaction.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-g03",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Paid promotion",
   "statement": "Promoted Listings let sellers pay for additional exposure.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-g04",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Seller communities",
   "statement": "Etsy Teams connected sellers around shared interests and places.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-g05",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Offline outreach",
   "statement": "Craft fairs and community events connected Etsy with creative sellers.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET1"
   ]
  },
  {
   "id": "etsy-p06",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Ranking",
   "statement": "Context Specific Ranking used transaction and user data.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-p07",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Query assistance",
   "statement": "Guided Search helped shoppers reformulate their searches.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-p08",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Purchase confidence",
   "statement": "Etsy introduced structured return policies and bestseller indicators.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-p09",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Seller promotions",
   "statement": "Sellers received sales and coupon tools.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-g06",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Paid search",
   "statement": "Etsy used search engine marketing to acquire buyers.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-g07",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Shopping ads",
   "statement": "Google Product Listing Ads formed part of paid marketing.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-g08",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Seller social marketing",
   "statement": "Social tools helped sellers promote their shops.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-g09",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Shared sale events",
   "statement": "Etsy ran marketplace-wide sales around Labor Day and Cyber Monday.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-g10",
   "business": "Etsy marketplace",
   "category": "go_to_market",
   "dimension": "Organic visits",
   "statement": "The company reported that 88% of visits arrived through organic channels.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "ET4"
   ]
  },
  {
   "id": "etsy-p10",
   "business": "Etsy marketplace",
   "category": "product",
   "dimension": "Personalized retrieval",
   "statement": "Etsy deployed semantic retrieval informed by query and user context.",
   "event_date": "2023",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "ET5"
   ]
  }
 ]
}