Etsy rolls out gifting video feature

Etsy Inc. is expanding the digital options it is offering gift shoppers.

In an email to Chain Store Age, a spokesperson for the online marketplace retailer, which has been making efforts since January 2024 to establish itself as a premier gift shopping destination, said customers buying gifts can now upload a video message for the intended recipient.

In the next few days, video messages will be available for some buyers in the checkout experience for items marked as a gift. The feature will fully roll out in the coming weeks. Here is how it works:

• Gift shoppers can send an immediate or scheduled notification to their recipient notifying them that something is on the way.
• Shoppers have the option to reveal the gift within the notification, or keep it a surprise.
• Customers can create a personalized written note, and now video message,  to their gift recipient.

"All of this makes it easier to choose to shop small, even in a time crunch," the spokersperson said in the email. "At Etsy, we’re working to level the playing field for small businesses to compete in today’s ecommerce landscape." 

Etsy gives gifters guidance, ‘Gift Mode’

Etsy’s gifting initiative also includes its February 2024 decision to name talk show host, actress, and co-founder of the Barrymore Brands health and beauty product line Drew Barrymore to the honorary position of chief gifting officer.

According to Etsy, Barrymore is tasked with sharing tips, tricks and inspiration for finding the perfect gifts, as well as revealing her favorite gift recommendations of Etsy items from its global sellers. A dedicated page on the Etsy site features curated recommendations from Barrymore classified by gift recipient types.

Barrymore is also taking an active role in promoting Etsy Gift Mode, an artificial intelligence-enabled shopping hub launched on the Etsy app and e-commerce site in January 2024 that combines AI and human curation to help shoppers find an appropriate present for every occasion.

After a customer using Gift Mode enters a few details about the person they’re shopping for, Etsy applies machine learning (ML) technology to match gift shoppers with targeted/ unique items from Etsy sellers, categorized by more than 200 recipient personas.

According to Etsy, it will continue to iterate and enhance Gift Mode’s capabilities, launch new features, and expand the offering to serve the needs of gift-givers.