Etsy Q3 2021 Earnings Call Transcript

Quartr
Provided by Quartr
November 2, 2021

There are 3 speakers on the call.

Operator

Hi, everyone, and welcome to Etsy's Q3 2021 Earnings Conference Call. I'm Deb Wasser, VP of Investor Relations and ESG Engagement. And joining me today are Josh Silverman, Chief Executive Officer Rachel Glaser, Chief Financial Officer and Gabe Radcliffe, our Director of Investor Relations. Today's prepared remarks have been prerecorded. The slide deck has also been posted to our website for your reference.

Operator

Once we are finished with Josh and Rachel's presentation, we we will transition to a live video webcast q and a session. Questions can be submitted via this q and a window chat displayed on your screen. Feel free to use it at any time as it will remain open throughout the entire conference call. I'll be reading your questions, and Gabe will help me try to get to as many of them as we can. Please keep in mind that our remarks today are include forward looking statements related to our financial guidance and key drivers thereof, the uncertain impact the ongoing COVID-nineteen pandemic or its eventual abatement may have on our communities, business, strategy, or operating results, the potential impact of our strategic marketing and product initiatives, our ability to integrate and benefit from our acquisitions of Depop and EloSeven and and their impact on our market opportunity and on our future consolidated financial results and the anticipated return on our investments and their ability to drive growth.

Operator

Our actual results may differ materially. Forward looking statements involve risks and uncertainties, which are described in today's earnings release to attend our 10 q filed with the SEC on August 5, 2021, and which will be updated in any future periodic reports we file with the SEC. Any forward looking statements that we make on this call are based on our beliefs and assumptions today, and we disclaim any obligation to update them. Also during the call, we present both GAAP and non GAAP financial measures. A reconciliation of non GAAP to GAAP measures is included in today's earnings press release, which you can find on our IR website along with the replay of this call.

Operator

With that, I'll turn it over to Josh.

Speaker 1

Thanks, Deb, and good evening, everyone. Etsy delivered a very strong Q3. Last year, Etsy dramatically outperformed e commerce industry benchmarks. Now in 2021, we're lapping that performance with flying colors, reinforcing the significant market share gains we've made. These great Q3 results further reflect that we're moving the needle on frequency and that many of the millions of buyers who found or refound Etsy during the pandemic are sticking with us and performing even better than historical cohorts.

Speaker 1

Our consolidated GMS was $3,100,000,000 Up 17% on a year over year currency neutral basis, with the core Etsy marketplace being the main driver of GMS growth for the consolidated business And responsible for the outperformance compared to our guidance. Excluding masks, GMS for the Etsy standalone marketplace grew 24% year over year and 138% on a 2 year basis. This continued strength in our core on a 2 year basis is one of the main takeaways that we want to highlight Revenue grew 18% and our adjusted EBITDA margin was 33% with the sustained momentum in etsy.com's top line growth contributing material flow through to the bottom line. Etsy has truly risen to the moment due in large part to the focused investments we've made over the past 4 years to execute our long term strategy. As you know, this strategy hinges on building a sustainable competitive advantage around 4 elements that we believe differentiate us from our competition, what we call our right to win.

Speaker 1

In Q3, we again see significant evidence The strategy is working and we believe we're still just getting started. We're investing aggressively to strengthen each element of this strategy, all to continue elevating the customer experience. And we've driven significant gains in visits, purchase frequency and average order value. In fact, GMS per active buyer for our etsy.com marketplace was up 20% in the quarter, Sustaining momentum over the past year. We've been speaking to you for a while about our focus on frequency or better said, How we're working to position Etsy as a starting place for commerce.

Speaker 1

We believe that there are several factors that contribute to habit forming behavior in e commerce and move the needle on frequency. 1st, inspiration, having a fun and engaging experience that keeps you coming back for more. 2nd, efficiency, helping a buyer to quickly and easily get in, buy and get out when they already know what they want. And third, reliability, ensuring a stress free and dependable purchase. We've invested in frequency driving initiatives in each of these three areas and these investments are made even more impactful by our increased traffic and much larger scale.

Speaker 1

We now have more squads and more product teams focused on frequency than ever before. We know that changing habits takes time and it's early days for this work, we're seeing very encouraging signs of progress. Here are a few examples of our frequency initiatives. We're investing in multiple areas focused on driving buyer inspiration, engaging buyers early in their lifecycle and bringing them back to Etsy. For example, our new personalized onboarding, which you can see in the image on the left, allows the buyer to engage with Etsy to discover new trends and styles while giving us insights into their tastes and preferences.

Speaker 1

This new customer journey has driven increases in repeat visits and purchase frequency. We've also had great success with our updates tab, which prompts buyer actions such as favoriting and in turn helps us to improve the relevancy of their Etsy news feed. And we're leveraging machine learning to personalize the updates feed for each user. These initiatives collectively have enabled us to have a deeper understanding of our buyers, which we then use to segment and target them with relevant content on and off of Etsy. Many of our visits are from buyers who are on a discovery journey.

Speaker 1

And there's so much more we can do to make this experience more fun and inspiring. In the past, Etsy recommendations have often felt like a rearview mirror based on things you've recently bought or searched for. Today, we're investing aggressively in machine learning tools attempting to understand your tastes and preferences in order to anticipate and inspire your next purchase. We want to make Etsy feel truly made for you. For those buyers on a specific shopping mission, We're focused on driving efficiency, a fast and easy shopping experience.

Speaker 1

During the Q3, we launched real time personalization, which leverages in session data about a buyer's tastes and preferences to help them to find what they're looking for more quickly and easily with a goal of ultimately making shopping on Etsy feel like having a personal shopper. For example, shown on Slide 6, a user first searches for leather accessories and later in the session enters a search for wallets. We now incorporate the prior in session search and prioritize results for leather wallets, knowing of the buyers previously stated preference for leather. This can be especially relevant and time saving when you're shopping for multiple items that have something in common, a shared theme, style or preference. Turning to slide 7, We entered 2021 with a strong focus on making Etsy a more reliable place to shop.

Speaker 1

While our competitors invest Capital, building out logistics systems designed to ship 1 to many. We believe that our massive peer to peer fulfillment ecosystem is a core part of building Etsy's sustainable competitive advantage. We'll likely never promise to deliver every item on Etsy in 2 days or less. It's not what we're about. But we do think it's very important that we set clear expectations for when an item will arrive and reliably live up to those expectations.

Speaker 1

And we're doing a far better job of that. For example, we talked about estimated delivery dates on our last call and we continue to make progress. Looking at the left side of the slide, you can see that as recently as January of this year, we couldn't tell our buyers when an item would arrive on nearly 25 Now in time for the holiday season, nearly 100% of U. S. Listings show an estimated delivery date.

Speaker 1

This year, we've also markedly improved the accuracy of estimated delivery dates we provide to buyers while prompting sellers to ship on time, cutting in half the number of that arrive past their estimated delivery date is shown on the right. In addition to our fulfillment goals, Our Star Seller program launched in July looks to motivate sellers to deliver exceptional customer service, thereby creating a race to the top, Which elevates the shopping experience and enhances reliability for buyers. In just 90 days, we've already seen the appeal of earning a star seller badge alter seller behavior, delivering meaningful improvements to several key customer service metrics critical to buyers. For example, the percentage of buyer messages that got a response within 24 hours increased by 600 basis points in the 2 months post launch of our seller star seller initiative. And there's real tangible value for our star sellers.

Speaker 1

The September month over month repeat purchase rate or RPR for Star Sellers was 25% higher than the RPR for non Star Sellers. We also recently launched a preview version of our new sell on Etsy app, an area we haven't invested in for a while, And it's trending positively in seller engagement. We mentioned our buy on Etsy app on the last earnings call And it's great to see this work continuing to pay dividends. We're driving buyers to the app at a higher rate than ever before. We believe there's no better place to experience our improved customer journeys than the app, which is why we've been aggressively promoting it to buyers.

Speaker 1

We've seen a 36% increase in app downloads year to date, and it surpassed mobile web GMS share, now making the app the most used mobile channel for purchases on Etsy. Once buyers transition to the app, their engagement and frequency are higher relative to our other platforms. Ultimately, as app usage increases, we can begin to inspire cross category browsing earlier in the buyer journey, Which has historically led to increased frequency and retention. Moving on from frequency. As you know, we often talk about our impact initiatives being part and parcel of our business strategy.

Speaker 1

1 I'd like to mention this quarter is tied to our efforts to lower our carbon footprint. In September, we launched an exciting sustainable packaging initiative. Etsy now offers planet friendly packaging made from responsibly sourced and 100% recycled materials to enable US sellers, the majority of whom believe it's important to run an environmentally friendly business, to join us in reducing the environmental impact from e commerce. This initiative is not just about helping us to achieve our goal to be net 0 by 2,030. We know that consumers care about the impact of their purchases.

Speaker 1

In fact, 90% of Etsy's U. S. Buyers have told us that they care about sustainability. We have a lot of conviction that an initiative like this can drive business growth. So we'll be highlighting it in the buyer experience with a focus on driving conversion and loyalty to Etsy.

Speaker 1

We're still in the early days of our journey to help customers understand the positive impact they can make when they shop on Turning to our marketing initiatives. We've invested in creative new approaches to broaden the global reach of Etsy's brand. One great example of our team's innovation is the exciting launch of the Etsy House, our first ever interactive augmented reality experience it allows buyers to shop a digital home filled with curated Etsy items. We see this as a beautiful, powerful way to showcase the breadth and depth of high Quality items on Etsy. It's one more example of how we're evolving the perception of our brand so that buyers think of us not just for the cushion, but also for the couch.

Speaker 1

And while I don't have time to mention them all, other examples of novel approaches we're taking to attract new audiences and drive top of mind awareness, frequency and loyalty include testing bus and train ads in London as the city comes back to life. Male focused brand campaigns in the U. S, placements on ESPN and the History Channel, not just Hallmark and HGTV, and marketing partnerships with leading consumer brands. We've kicked off an exciting holiday season on Etsy. With our product development initiatives, improved user experience We've been encouraging buyers to start shopping earlier than last year and are leading into gift guides and personalized shopping missions, And we're creating localized experiences in our key geographies outside the U.

Speaker 1

S. One initiative we're really excited about is our new gift finder feature. It's a fun and interactive way for us to help you find surprising and delightful gifts tailored exactly to the interests and tastes of the recipient. A uniquely Etsy way to help you get to the good stuff from among our almost 100,000,000 items. We'll continue to reinforce what is different and special about Etsy during the holiday season through many channels, including TV and digital video with our new give more than a gift campaign.

Speaker 1

Here's a 32nd spot that just started running in the U. S. This week, And you'll also see us on air in the UK and Germany this holiday season.

Speaker 2

Micha, Micha, is this to you? She would have wanted to teach you herself. It's beautiful. Let's bake right now. Three

Operator

What's the sauce one mean?

Speaker 2

An empty stomach. Yeah. Well, I always stayed out when she was cooking. Yeah? Yeah.

Operator

Give more than a gift. Etsy.

Speaker 1

Turning to our house of brands. We've identified meaningful areas where we can share knowledge and expertise as we work to accelerate growth in Depop and EloSeven. In fact, these initiatives will sound very familiar to our playbook for etsy.com and Reverb. Maria and Calico, the CEOs of Deepop and EloSeven and their teams are concentrating on conversion rate optimization to increase the value of a visit. For example, things like signals and nudges and search relevancy.

Speaker 1

Another key focus area for Depop is laying the foundation to invest profitably in performance marketing with improved LTV attribution models and better Martech. And a top priority for EloSeven is to lower shipping costs through expanded carrier relationships. The Reverb team continues to invest in platform engagement, optimizing conversion rate, improving the user experience, Advertising and driving international growth. I've always said that the important thing is to keep main thing the main thing. And for our subsidiaries, the main things are the same things as for Etsy.

Speaker 1

In conclusion, It's gratifying to see how shoppers have loved the experience they've had with Etsy and are coming back for more, even in a world of greatly expanded choice. Etsy is getting better as it gets bigger. As fast as e commerce has grown over the past 18 months, we have grown substantially faster, indicating that we're gaining share and we're expanding our TAM with depth across many categories and geographies. We're moving in a different direction than commoditized marketplaces and have more conviction than ever to invest with discipline And what we see is a multi $1,000,000,000,000 market opportunity and to strengthen our positioning for further growth in 2022 and beyond. Before I turn the call over to Rachel, I wanted to welcome our 2 recently announced Board members, Andy Ballard and Marla Blow, who bring great expertise to Etsy.

Speaker 1

I couldn't be more excited to have them joining our board. I also want to take a moment to thank our incredible global team for their efforts to make the year to date outstanding. We've accomplished so much, and it's particularly heartening given the continued uncertainty in all of our lives. With that, here's Rachel.

Speaker 2

Thanks, Josh, and thank you to everyone for joining us on our call. My commentary today will cover consolidated results, key drivers of performance and Etsy marketplace standalone results where appropriate. As a reminder, Reverb, Deepop and EloSeven are all reflected in our consolidated financial results and KPIs for the Q3. Against the backdrop of continuing volatility and uncertainty, Etsy's GMS outperformed our expectations in the Q3. And we've seen notable stability with significantly less impact from reopening dynamics than we had been anticipating.

Speaker 2

As we often say, we love our marketplace model for its capital light structure with no logistics or warehousing, is the low infrastructure costs, the distributed nature of our sellers, the diversity of their products, which offer significant reach and depth to satisfy increasing global demand. This model is proving to be resilient in today's economy as constraints on the global supply of goods increase and create supply chain bottlenecks and cost escalation and fulfillment. Etsy has unique positioning with over 5,000,000 Etsy marketplace sellers distributed around the world. Most businesses have won and working from their homes. Further, over 90% of U.

Speaker 2

S. Etsy marketplace sellers tell us is that they source the materials locally and have limited overhead. As a result, we believe Etsy sellers stand ready to serve the world in ways many others can't. So how did this drive our results in the quarter? On a consolidated basis, Etsy's 3rd quarter GMS grew 18% year over year to $3,100,000,000 Revenue grew 18% year over year is $532,000,000 and adjusted EBITDA was $174,000,000 with a margin of about 33%.

Speaker 2

Excluding the acquisitions of Deepop and EloSeven, but inclusive of Reverb per our guidance, take rate was 17.5% and adjusted EBITDA margin was approximately 36%. The primary driver for the significant beat in adjusted EBITDA margin was sustained momentum in the Etsy marketplace's top line growth, contributing significant flow through to profitability. The majority of Etsy's GMS is derived organically. This quarter representing 83% of total GMS. We plan to provide you with GMS and select KPIs for our subsidiary businesses on an annual basis.

Speaker 2

So so you'll be able to track the success of our House of Brands portfolio companies over time, but we do not plan to provide quarterly details. The Etsy marketplace remains the vast majority of our business. Reverb, Depop and EloSeven collectively represented approximately 12% at the end of Q3 consolidated GMS as EloSeven closed on July 2nd and Deepak closed on July 12th. Integration is going well and our teams are collaboratively developing product and operating plans to drive future growth and profitability improvements. Our 2 new subsidiaries are experiencing slightly different market conditions at present.

Speaker 2

Depop is facing reopening headwinds is similar to other e commerce players, particularly as it compares to its enormous 2020 growth. And EloSeven has begun to see improved conditions in the Brazilian market toward the tail end of the quarter as more of the population became vaccinated. Last but not least, Reverb continues to outperform the musical instruments industry on a 2 year basis. My next Two slides will focus on the performance of the Etsy marketplace. During the Q3 of 2021, GMS grew 12% year over year, 24% year over year excluding face masks and the take rate was 18%.

Speaker 2

GMS was underpinned by continued strength in our top 6 categories led by homewares and home furnishings, our largest and fastest growing category on a trailing 12 month basis, Jewelry and Accessories and Apparel. Fall and Halloween themes drove buyer demand in Q3 as there was a notable in seasonal home decor such as ornaments and seasonal accent items. Halloween also drove our apparel category as it is an annual purchase occasion for many of our repeat buyers. When you look at the monthly performance view for the Etsy marketplace, excluding masks during Q3, shown on the right of this slide, July 2 year GMS growth was 138%. August was also 138% and September slightly accelerated to 139%.

Speaker 2

It was more stable more than we had anticipated when we set guidance in early August. At that time, it was reasonable to expect the reopening trends would have had a more material impact to online shopping behavior and Etsy's performance in the Q3. While we don't yet have full Q3 data for e commerce growth, on the left side of this slide, we've mapped our 2 year performance to an ecommerce benchmark, highlighting continued share gains. We've also continued to track the impact of face masks on our business and provide transparency around that. While face masks did gain some momentum in certain regions at specific times during the quarter due to changing COVID-nineteen guidelines.

Speaker 2

Overall, they represented less 2% of Etsy Marketplace GMS in the quarter. In Q3, non mass GMS was up is 138% on a 2 year basis, relatively stable compared to prior quarters. This growth was underpinned by significant growth in the UK despite all mobility restrictions being lifted early in the quarter. This is quite encouraging and we believe our brand is becoming more prominent and Etsy is gaining share in our largest core geography outside of the U. S.

Speaker 2

Consolidated Q3 revenue was again driven by growth in both marketplace and services revenue with Etsy ads, GMS volume and the incremental benefit of Depop and Halo 7 being the primary drivers. The average take rate for our subsidiary businesses is lower than the Etsy marketplaces me in the U. S. And was approximately 10% in Q3 with marketplace fees representing the majority of the revenue. Transaction fee revenue inclusive of off-site ads grew 18% year over year, driven by higher GMS from frequency and average order value.

Speaker 2

In Q3, our off-site ads revenue offset nearly 40% of Etsy marketplace performance marketing spend, contracted slightly compared to last year as we ran incrementality tests and pulled back performance marketing on several chargeable channels. The reduced marketing spend from our incrementality tests also contributed to a reduction in clicks on Etsy ads, driving a modest contraction in take rate. However, Etsy Ads revenue was up 28% as ad relevance continues to drive improvements in click through rate. Our disciplined investments focused on conversion rate and frequency. Q3 consolidated marketing spend was $132,000,000 up 4% year over year and contracted as a percentage of revenue 700 basis points sequentially.

Speaker 2

The Q3 spend reflects the pullback in performance marketing for for our incrementality testing. After running successful television campaigns in the U. S, UK and Germany, we paused some campaigns for 2 to 3 weeks to measure the interaction effects between marketing channels and incrementality of our brand spend. In the Q4, we're leveraging these learnings and applying them to our placements for the new holiday creative. We are also investing in other marketing programs in the Q4 like expanding our Etsy coupons tool to proactively target new buyers.

Speaker 2

We'll continue to leverage our CRM capabilities to segment and target specific buyers on and off the SE platform. Q3 consolidated product development spend was $74,000,000 up 60% year over year, reflecting our success in expanding our team to invest in critical areas that we believe will increase GMS. As of the end of Q3, consolidated headcount was slightly over 2,300, up 70% year over year, with much of this increase sitting in product development. Note that the large increase in consolidated headcount includes nearly 600 employees at Depop and Elo7. In.

Speaker 2

The competition for talent is fierce, but we have been pleased with our ability to attract, retain and engage our employees in what has clearly become a very tight labor market. Similar to our marketing investments, we apply an ROI lens to product and engineering development spend. As shown on Slide 23, we've significantly grown our product and engineering headcount and feel confident that we can generate a strong ROI even as we scale our spend. I'll also note that we continue to make strategic investments that don't directly generate incremental GMS, But that are necessary to effectively run and scale the business. These investment areas include development infrastructure and support, We have seen very encouraging performance in all of our to see marketplace buyer segments, particularly on a 2 year basis as we comp prior year pandemic driven peaks.

Speaker 2

In Q3, active buyers grew 30% year over year to 89,000,000, stable with Q2 2021. Repeat buyers, those who make purchases on 2 or more days in a 12 month period, grew 35% year over year to 36,000,000. And habitual buyers, our most loyal buyers, remained our fastest growing buyer segment, up 65% for the quarter to nearly 8,000,000 and up 2 37% on a 2 year basis. These three metrics reflect stability in our buyer base over the past few quarters, A signal we've all been looking forward to gauge the retention of our 2020 cohort. We're also pleased to see healthy trends and stability within our new buyer cohorts on the Etsy marketplace.

Speaker 2

We acquired 7,000,000 new buyers in Q3, very strong performance considering how many millions of new buyers we have attracted in the past year and still well ahead of our pre pandemic quarterly new buyer We're seeing particular strength internationally as Etsy new buyer growth outside the U. S. Expanded as a percentage of total new buyer growth, driven by investment in performance marketing in several new markets. In fact, new buyers outside of the U. S.

Speaker 2

Have expanded 600 basis points year over year as a percentage of total new buyers. Even more noteworthy, new buyer repeat purchase rate was up 25% in 2021 compared 2019, further evidence of our success driving frequency. When measuring the performance of the 2020 active buyer cohort, Early data suggests they are all outperforming our historical cohorts as shown on Slide 26. In fact, of our 69,000,000 active buyers in Q3 2020, 56% made another purchase over the next 12 months. This compares to 43% for our historical cohorts, a clear improvement.

Speaker 2

And as we've talked about in recent quarters, we've also had great access reactivating buyers. For instance, in Q3, we reengaged 4,000,000 buyers who hadn't made a purchase in over a year. With our investments in product and marketing, we are more able to reactivate a growing buyer base. We're very encouraged to see that when compared to the historical attention of active buyers over time, this newer cohort is significantly outperforming. GMS per active buyer on a trailing 12 month basis expanded to $132 up 20% year over year driven by frequency and AOV.

Speaker 2

Among our Peak buyers, we continue to see growth in the average number of purchase days per year from 4.6 purchases in 2019 to 5.2 purchases in 2021. Including all buyer segments, buyers now buy an average of 3.1 times per year, Which is up nearly 25% since 2019. Now moving to the balance sheet. As of ninethirty, we had approximately $907,000,000 in cash and cash equivalents, short and long term investments, in addition to a $200,000,000 revolver that is currently undrawn. Note that the acquisitions of both Depop and Halo 7 closed in July and are reflected on the quarter ending balance sheet.

Speaker 2

Also in the quarter, we had several uses of cash that did not impact adjusted EBITDA. These include approximately $32,000,000 of transaction expenses related to our acquisitions of Depop and EloSeven, A portion of which were accrued in the prior quarter, as well as a cash tax payment of approximately $60,000,000 In addition, we repurchased $54,000,000 in shares during the quarter under our board authorized repurchase plan. Our model remains highly cash generative, asset light, and we generally convert the majority of adjusted EBITDA into free cash flow. And now turning to our outlook. We currently estimate that our Q4 consolidated GMS, which will now include Etsy, at this point compared to Q4 of last year.

Speaker 2

We expect that our Q4 revenue will be $660,000,000 to $690,000,000 up about 10% at the midpoint versus Q4 of last year. And our adjusted EBITDA margin will be about 26%. Within our Q4 GMS guidance, we are forecasting very solid growth for the Etsy marketplace of high single digit GMS growth, implying relatively stable 2 year growth when compared to Q3. We think this is excellent given our year ago performance. Drilling in a bit more on our guidance, The holiday season has kicked off early on the Etsy marketplace, and we have had a strong October.

Speaker 2

We note that during the month of October, keywords that have holiday in terms of them have increased nearly 100% year over year. Buyers are anticipating longer shipping times driven by constraints in the supply chain. We recognize several important tailwinds, including external forecasts for strong holiday spending, consumer behavior that continues to rely on e commerce now becoming a have it, not a substitute and Etsy's distributed supply chain that may be less impacted than others in this environment. On the flip side, we are also keeping an eye on several potential headwinds, including those associated with inflation, retail reopenings, potential carrier constraints and consumer confidence. It's important to keep in mind that Etsy's November December year over year comps are challenging, so we factor this into our guidance as well.

Speaker 2

Within the context of our guidance, here are a few additional items to keep in mind. Note that 4% of Etsy's marketplace GMS or $133,000,000 was from face masks in Q4 2020 And we expect face masks to be relatively inconsequential in Q4 2021. Also keep in mind that Depop and EloSeven, while accretive to our top line, will be with us for a full quarter, meaning they will be dilutive to adjusted EBITDA margins similar to the impact they had in Q3 as we invest in their future growth. The majority of the contraction in take rate is driven by our subsidiary marketplaces having a lower average take rate than Etsy standalone. Also, we expect an increase in amortization based on the allocation of purchase price for both CPOP and EloSeven.

Speaker 2

Refer to our 10 Q, which will be filed shortly for more details. You'll see us stepping back up our marketing spend in the Q4 and hiring will continue to be at an elevated pace. As a reminder, in the Q4 of 2020, U. S. Stimulus checks for a significant boost to consumer spending that is not expected to repeat this year.

Speaker 2

Stimulus checks also remained an important factor in our elevated growth in Q1 2021 and a bit in the early part of Q2. So please keep those high growth levels in mind as you model 2022. Thank you all for your time today. I will now turn the call over to Deb so we can take your questions.

Operator

Hi, everyone. Thank you so much for your time. I'm gonna dive right in. We have a lot of questions in the queue. So I'm gonna start with this one, and we've got several versions of the guidance, q4 guidance question, I'll take this one from Laura Champine of Loop Capital.

Operator

Josh, let's to take this to you, why do you expect GMS growth to decelerate despite the advantages, of your mom and pop sellers of our mom and pop sellers may have when compared to big retailers are facing major supply chain problems this holiday.

Speaker 1

Great. Thanks, Deb, and thanks to all of you who asked it. I think you won the most popular question of the earnings call So we feel great about our Q4 guide. And let me start with, As Rachel said, we're off to a strong start in October and we feel great about that. Let's remember what we're comping.

Speaker 1

Last year, we had a really solid October followed by a blow the doors out November December. And if we go back and remember why, it was A tragic reason why COVID cases were spiking dramatically. There were lockdown orders going in place in many parts of country hospitals were overflowing, and and as a result, people were largely trapped at home and had very few places for where to shop. And so many people turn to Etsy, often for the first time, with a lack of a lot of other options. And so November December last year were were remarkable.

Speaker 1

And as a result, we delivered a a a 4th quarter at Etsy of 111%, that's what we're lapping, 111%, vastly outstripping most of e commerce. We're off to a strong start in October. We feel great about that. Comps get a lot harder in November December. What we found is that looking at our growth rate relative to 2019 is the most helpful way to look at our growth rate, because 2020 was so volatile with so many external factors.

Speaker 1

And so if you look at the midpoint of our guidance, what we forecasted is that Q4 is absolutely stable to Q3. And we think that's great news. In a world where there's so much more choice, where people are moving about largely freely, where Hopefully COVID cases continue to decline, and people are moving about and shopping wherever they want. They continue to choose to come back to Etsy again and again. And in fact, we're growing meaningfully over those remarkable comps from last year.

Speaker 1

So we feel really good about, the Q4. Could it come in stronger even than than what we've guided to? Absolutely. It could turn out that people are spending more, that they're turning to Etsy more and more than the trends we saw in October could continue in November December. Could it turn out that October was a pull forward of the holiday and a lot of people are spending much earlier in the holiday and November December will turn out The weaker months for e commerce generally, yeah, that's possible.

Speaker 1

We live in a world of unknown. So we're giving you the best guidance we have with the information that we have and our main focus is to make sure that our customers, our buyers and our sellers have a really good experience this quarter. So that's what's under our control and that's what we're focused on. And again, I'm so delighted that so many people had such a great experience on Etsy back when they had relatively few choices that now that they have a ton of choices, they're choosing to come back at Etsy even more often, and I think that's incredibly encouraging.

Operator

Great. Thanks, Josh. Let me go to the next question. It's from, Maria Ripps at Canaccord. So, Josh, I think this one's for you too.

Operator

Can you comment on what you're seeing across the digital advertising landscape, particularly with IBFA changes and whether that's impacted your marketing strategy.

Speaker 1

Yeah. So digital marketing has continued to be very effective. Performance market has continued to be very effective for us. I know that there's a lot of about CPCs going up a lot over the marketplace and other people's margins being under pressure with that. Etsy is So long tail that we have felt a lot less of that than others.

Speaker 1

So we continue to see very strong returns from performance marketing. In terms of IDFA, I would describe that as a future opportunity cost to Etsy more than a present headwind. So really where IDFA is challenging is at least for us and I think for many others for paid app marketing efforts. It's hard to tell when you spend money to market your app, how effective that performance marketing is. And truthfully, we've not been paying to market our app.

Speaker 1

So it's not a present headwind. Now maybe we should be paying to market our app and maybe that's something that would help us to grow even faster. We've talked about Our earned efforts to market our app, meaning through our owned channels, through our free channels, we've been seeing great success marketing our app. So IDFA might be a headwind to the opportunity for us to be investing even more to market our app, but it hasn't been a material headwind to our present performance.

Operator

Great. Moving on, I got a question from Nick Jones at Citi. Last 12 months, GMS per active buyer continues to increase. How should we think about how high this number can get? Is a reasonable frequency once per quarter or once per month, how are you thinking about habitual buyer growth from here?

Operator

Rachel, let's start with you on that one.

Speaker 2

Sounds good. Hi, Nick. Thanks for the question. So we did say GMS for active buyer was up 20% in Q3, even though some of our buyer segments actually decelerated in the quarter. So it was a really strong quarter for GMS for active buyer, one of the factors that drives GMS is frequency.

Speaker 2

So more and more buyers buying more frequently, which is so heartening. So many of our cohorts is so much more choice and share of wallet. Reminder that the average number of purchase for all of our buyers increased from 3.1 is now 3.1 And that is up from 2.5 a year ago. And then for repeat buyers, it went up to 5.2, another solid increase up from at 4.6 a year ago. So we're seeing improvement in frequency across the board.

Speaker 2

It's still low. So 3.1 is still far lower than we hope it can be. Your question was, could it be once per month? And we see no reason to think that it couldn't be another important factor is that habitual buyers was again our fastest growing segment and it grew 2 37% on a 2 year basis and it represents about 40% of our GMS. So it's really strong sort of testimony to that the most important segment is growing the fastest.

Speaker 1

One thing I just pile on there is, if you pull back and look over the long term, buyers, It looks like our consolidating their shopping behavior around fewer and fewer places. And most of those places are playing the same playbook, right? They're going to try to sell you commoditized products that are cheaper to buy and arrive faster. And the more people consolidate their purchases there, the more they're gonna crave an alternative. And if Etsy is the leading alternative to commoditized commerce, and I think we're better positioned than and others, I personally believe we're as well positioned as any to be the leading alternative to that commoditized habit you go to all the time.

Speaker 1

I think that's a huge opportunity. And when you look at GMS per active buyer at only $130 per year, it doesn't take much to believe that that can go up substantially.

Operator

Thanks, both. Okay. The next one's from Anna Andreeva from Needham. It's a 2 part question, I'm gonna give the first part to Rachel. Can you talk about how we should think about seasonality of your new brands as we model out

Speaker 2

2020 again, so as you know for Etsy, Q4 is our strongest quarter for GMS. It is a little lighter on take traditionally, seasonally for Etsy in the Q4 simply because we get so much more GMS than we get on transaction fees than we get on things like Etsy Ads, which is not is really moving up seasonally. Our other subs are also skew a little bit higher in the Q4, but not as demonstrably as Etsy does. So Depop, EloSeven and Reverb all have slightly higher 4th quarters than they do the rest of the year, and but not as pronounced you would see in Etsy, we haven't broken out the seasonality for some of those subs. So it's, I'll leave the answer at that.

Speaker 1

And just to follow on that one too, the take rate being a little softer typically on Etsy in the Q4 is what I would classify as a high class problem. Transaction rates are based on purchases and advertising is based on views. And because conversion rate historically goes up in the Q4, GMS grows faster than views. So our sellers are happy to advertise. They're putting in a budget to advertise.

Speaker 1

They're That's not the constraint. It's simply that that GMS grows even faster than views, which is another way of saying conversion rate is strong in the Q4, which means buyers are finding what they like, which is a good news story.

Operator

Great, Josh. While I have you, the second part of on this question was related to the top priorities for are Deepak, Elo7, and might as well say Reverb 2 while we're there.

Speaker 1

Absolutely. So the priorities across The new subsidiaries look a lot like the priorities at Etsy. So they're very much focused on increasing conversion rate through a better customer experience. And there's a lot of opportunities that Etsy has to help them. So we're working closely with them, looking at, for example, their search technology to figure out how we can deliver more relevant search experiences and things that streamline the path to purchase.

Speaker 1

So people can go from view to purchase even faster and more easily. And by improving the conversion rate, we improve the value of the visit. And that allows us to market more effectively get a higher ROI. The other area that we're very focused on is helping them with performance marketing and marketing attribution so that we can lean more into performance marketing in a way that drives growth and drives value in an ROI positive way. Specifically looking at EloSeven.

Speaker 1

They're very focused right now on shipping and how do they lower the shipping costs through increased relationships with carriers in Brazil, which we think is a meaningful opportunity. And also as Brazil hopefully emerges from the pandemic as vaccination rates are growing there, people get back to events and the Deepak business is much more event Heavy than than is Etsy or or the other subsidiaries.

Operator

I think you meant EloSeven. But yeah.

Speaker 1

Sorry. EloSeven. Yes. I'm sorry, Deb. Thank you for listening.

Operator

No worries.

Speaker 1

Than our Etsy or Depop or

Operator

k. Great. Next one is from Nigala Ronian from Wedbush. Can you discuss more on the up strategy, how much more room is there to grow that channel, and how does how does it help drive frequency and growth in habitual buyers? Josh, you on start with that

Speaker 1

one. Yeah. I'd say our understanding of the app has evolved a bit. We'd historically thought the app was the best place for experienced buyers to go. So You start on the mobile web or on the desktop and after you've made a couple of purchases, you migrate to the app.

Speaker 1

That works. And definitely more experienced buyers are having a really good experience on Etsy. And we see that once they download the app, their engagement goes up in almost every metric. What's been an interesting finding over the past couple of quarters is even newer buyers Seem ready to download the app and benefit by downloading the app. So you're seeing us lean into marketing the app even for people who maybe haven't bought for our first time buyers.

Speaker 1

And we're finding is for those communities as well, when they download the app, we are seeing more engagement from them. And it does make sense that with the app, we have more opportunities to provide triggers for them to use the app through things like badging on the app to say there's 3 or 4 updates waiting for you and then driving them to an updates tab, which tells them here's what's happened since you left. And then just a more dynamic and rich experience as is possible in an app and not in mobile web. To give you some sense of proportionality, it was just this quarter that the app became the largest platform as measured by GMS, overtaking mobile web and overtaking desktop. Mobile web is still the largest platform by visits.

Speaker 1

So there's meaningful opportunity still for the app to grow, and it's something that we think we're only just beginning to really lean into and tap to its full potential.

Operator

Great. Next one is from Naved Khan at Truist. Can we talk about the impact we're seeing from the economic reopening and improving consumer mobility across our marketplaces. Josh, why don't you take that one?

Speaker 1

Sure. I think consumer confidence has held up better than many of us feared, consumer spending has held up better than many of us feared and that Certainly reflected in Etsy's Q3 results where you saw us come in over the top of guidance based almost entirely on Strength of the core Etsy business and the organic Etsy business. So as you know, we pulled back on performance marketing to test incrementality, and even in light of that, the organic strength of the Etsy brand in this market is holding up Really, really well. So we're incredibly pleased by that. I would say we think it was reasonable to assume that as the world reopened and people had so much more choice.

Speaker 1

They would avail themselves of that choice and Etsy would face headwinds and we would see some deceleration. We expected that and we think that's reasonable. It's been delightful to see That certainly relative to 2019, that hasn't been in fact the case and that we've seen a lot of stability And in fact, GMS per active buyer growing. So we think that's great. As I move around the other subsidiaries, Reverb is growing on a 2 year stack substantially faster than the musical instrument industry itself, which is great.

Speaker 1

They see a little bit more variability as musical instrument stores open and close and open again, they see a little bit more variability. But As we said with the Etsy marketplace with Reverb, we also find measuring them on a 2 year stack or measuring them relative to 2019 is the easiest way to forecast that and we continue to see it grow substantially faster than the musical instrument industry as a whole. So we think that's great. Elo 7 in Brazil has faced headwinds because a substantial part of that business is based on events. Is people buying things for birthday parties or baby showers or quinceaneras or things like that.

Speaker 1

And obviously with the pandemic and lockdowns, there have been far fewer events. We did see towards the end of the third quarter, vaccinations have been accelerating fairly rapidly in Brazil. And towards the end of the third quarter, we did see it, the beginnings of an uptick in Elo7 as vaccination rates spread. And we think that that's really encouraging. At Deepak, we also feel very good about their 2 year growth rate.

Speaker 1

And as we have talked about, they had an exceptional 2020 where they grew at over 100% and far faster than all of the publicly traded re commerce peers. As we expected, they did decline in the Q3. And that was as expected. And it's because their population is disproportionately teenagers, it's Gen Z. And also they're heavily weighted towards the UK where teenagers were pretty much locked at home for a substantial part of 2020.

Speaker 1

And the stay at home orders really began to ease in the Q3. And so it's not surprising that teenagers after being locked at home for a year, want to go out, want to be with their friends, want to go to the mall. And so they're seeing some temporary headwinds from that. We continue to think re commerce is an amazing We continue to think that apparel is the most attractive part of re commerce and we continue to think that Depop is the best brand in re commerce And again, we continue to feel great about their 2 year growth rate and the prospects for the medium and long term and really excited to be partnering with all three of these brands to help them to unlock even more growth and achieve their full potential.

Operator

Is Josh, next to I got a 2 part question from Marvin Fung at BTIG. The first part, I'll give to Rachel. You mentioned pulling back on form is marketing spend to measure incremental performance. What were some of your learnings and how do we think about this pullback in the context of how off-site ads is performing?

Speaker 2

So overall, it's extremely validating that even as we scaled spend significantly over the past 18 months, we're getting the incremental return we expected. Tweaks and tunes in various channels to make them more accurate are really helpful. We do that all the time to optimize, but nothing that changes the thesis overall. So we learned it helps us optimize our model. We might change a threshold here and there based on what we learned.

Speaker 2

And you can see that by doing that, we actually left profitable growth on the table. So we want to keep we have a very dynamic investment model on marketing where we spend up till when the last marginal dollar spend is no longer reaching our ROI threshold, so it's very dynamic. It pulls back automatically depending on where we set the ROI threshold. And so we'll keep investing using those learnings to optimize and grow the channels that we think are the most profitability.

Operator

Great. Thanks, Rachel. The second part of Marvin's question, this is really for, I know Rachel said we were planning to increase marketing spend in Q4, but Josh, maybe you can comment a little bit about have our marketing plans in general for the Q4.

Speaker 1

So I'll echo what Rachel said that it's really encouraging that as we've increased our performance marketing And we continue to see good returns on that. And said differently, incrementality testing can sound like, what does that really mean? But it just means if we hadn't spent the money, might those people have found us anyway. And are we truly getting additive buyers for the money we're spending? And we're constantly asking ourselves that question.

Speaker 1

I'm sure you're constantly asking it, did you really need to spend that much on marketing? And we're asking that too, and we're testing that. And we're testing it at the margin, not just The other thing I'll add about the Q3 is we did very little TV advertising. We were dark most of the Q3 on TV, we've just launched a brand new campaign. We showed you one example of that campaign.

Speaker 1

And that campaign will be live for most Of the Q4. So you'll see us much more aggressively on TV in the Q4, you'll see us lean into performance marketing. We think our brand is super relevant all the time, but especially relevant during the holidays. We want to make sure that we're really in front of people and the performance marketing works really hard for people that are already down the purchase funnel and thinking about buying something. What you're seeing in our TV ads is we also want the chance to tell our story.

Speaker 1

We want to remind people why we're different. We want to make sure we have an emotional connection with people. We want to make sure that there's organic love for the Etsy brand and people continuing to come directly to our brand and not only finding us downstream. And I will continue to point out how special we think that is of Etsy that such a high proportion of our traffic comes direct to us and we're not downstream independent on other channels, which we think is a real strength. So you should expect us to see lean expect us to lean more into marketing in the Q4 as we typically do and as reflected in our margin guidance.

Speaker 2

And I just want to add, I think Marvin had a part of his question was asking about the impact on I'd say in the Q3 from our pullback because OSA is a cooperative spend when we spend on PLAs and there's a successful sale for our sellers, we charge an incremental transaction fee. So our pullback on performance marketing means that fee also went down a bit. However, we did say that 40% of our performance marketing now is offset by our OSA fees. So that's a very healthy program for us and still less than 2% churn from our sellers who participate in the OSA program.

Operator

Rachel, while I have you, the next question's from Jason Helstein at Opco. Marketing spend was pulled in quite dramatically in q3. What did you see that gave you confidence, that demand will continue given the lack of performance marketing spend?

Speaker 2

Thanks, Jason, for the question. And so just as a reminder, the vast majority of our as it comes to Etsy organically, this quarter, I think it was 17% was paid and the rest was organic traffic. So we have a significant amount of demand that is coming from top of mind awareness or investments in other forms of meeting other marketing channels like our CRM efforts, our social efforts, and our brand in marketing to drive top of mind awareness. And those things are all working together. Now we didn't pull is performance marketing all the way back.

Speaker 2

So we did spend still spend significantly in the quarter. And like I said, we it's a dynamic. We just we can just change the are a wide threshold to bring the spend down and it dynamically will reduce. So we were still feeling that we got very great traffic, in fact, added 7,000,000 new buyers in the in the Q3, even though our marketing spend came down.

Operator

Okay. Great. The next one's from Ed Yruma at KeyBank. You have historically had a q4 that ends early on Etsy compared to other retailers. How do you feel about your ability to extend the holiday season holiday selling season this year?

Operator

Josh, how about that one for you?

Speaker 1

Great question. And and, you know, one of the things we talked about in the recorded part of the call was doing a better job of setting expectations And meeting expectations. When we talk about really becoming a habit, when we talk about taking that $130 of GMS per active buyer and making it something much, much larger. If you know that it's worry free to shop on Etsy, you know when it's going to arrive, it's going to be as expected. I think we can gain a much, much larger share of people's wallet over time.

Speaker 1

And so it's a really big focus of ours. And so the fact that we have so much more EDD coverage, expected delivery date coverage. I mean, the fact that we're doing an ever better job of really meeting those expectations is I think really helpful. We're never going to promise to deliver things, everything on the site within 2 days or everything in the site within 24 hours. And I think when I look at Our environment and sustainability training the world to expect everything to arrive in a day is not Good for our environment and largely not necessary.

Speaker 1

So I think a lot of people are questioning, right now with all the supply chain issues, People are thinking maybe I should shop a little earlier and maybe I don't need to wait until the very last minute. That's likely helpful for Etsy for this year, but hopefully, I think for the long term, people starting to consider whether they really need to wait to the last minute. I think that would be good for the world and certainly also in line with with Etsy.

Operator

I know we're at time, but we have, a few more few more that I wanna try to squeeze in here. First one's from John, Calantoni from Jefferies. Is truly about the Star Seller program and how do we think that that can drive frequency. Yeah. I'll just this question's a lot longer, but I'll stop there.

Speaker 1

Yeah, I'm super excited about the Star Seller program and what it can what it is today and even more importantly, what it can become over time. So I want to start with seller agency. What sellers really want is they want to know what can I do to make my shop more And the more transparent we can be, the better they're going to be at doing their job, right? They're busy. They have relatively little time.

Speaker 1

And so if we can focus their efforts on these are the 2 or 3 things that are going to drive the most improvement for you, That's really helpful for them and it's something that Etsy is uniquely positioned to be able to do. And so by giving them a few key customer service metrics to focus on, we're already seeing very meaningful improvements. We talked about, for example, responding to a buyer convo within 24 hours. We saw a 6 100 basis point improvement across the entire marketplace on that one metric within 2 months of launching the So that's a really good example of how this can really lift all boats. We do see that by Sing or promoting the sellers that provide the most reliably good customer service, we're going to have a better buyer experience And a better seller experience.

Speaker 1

So the fact that sellers that are star sellers have a 25% higher repeat purchase rate, I think that's a factor of 2 things. 1, the recognition of the star seller giving buyers confidence, but 2, the fact that these sellers are delivering consistently good Customer service and earning repeat business. And the more we can get every seller to look like a star seller, the better off I think it is

Operator

thank you all so much, and we will talk to you, through the quarter. Have a happy holidays, everyone.

Speaker 1

Thank you.

Speaker 2

Thanks, everyone.

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Earnings Conference Call
Etsy Q3 2021
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