Etsy CPO on Scaling a Profitable Marketplace with AI While Keeping Commerce Human | Nicholas Daniel | E265

The Product Podcast

In this episode, Carlos Gonzalez de Villaumbrosia interviews Nicholas Daniel, Chief Product Officer at Etsy — the world's largest marketplace for unique and handmade items. Founded in 2005, Etsy has grown into a global platform connecting over 6 million sellers with 90 million buyers worldwide, featuring more than 130 million unique items.
Nicholas leads Etsy's product organization, overseeing 30+ product squads that drive innovation across the marketplace. His 11-year tenure at Etsy has been instrumental in transforming the platform from a web-centric marketplace to a multi-platform powerhouse while staying true to its core mission of "keeping commerce human."
We explore how Etsy manages its massive scale of unique inventory, leverages AI for better discovery, and maintains the delicate balance between growth and marketplace identity. Nicholas shares insights on structuring product teams around business challenges, measuring seller success, and fostering innovation through features like "Spaces" that enhance browsing experiences.
What you'll learn:
How Etsy structures its product organization to tackle marketplace challenges
Strategies for managing and categorizing millions of unique items
Key metrics for measuring seller success and platform health
Approaches to balancing automation with maintaining human connections
The role of AI in understanding and surfacing unique inventory
Key Takeaways👇:
- Nicholas reveals how Etsy's 30+ product squads are organized around business challenges rather than traditional product lines, maintaining a ratio of 1 PM to 6 engineers for optimal efficiency.
- Managing 130M unique items (expanding to 2B+ with variations) requires sophisticated AI/ML approaches, as traditional e-commerce categorization doesn't work for handmade items.
- Focus on seller success as a leading indicator, with key metrics including time to first sale, product assortment updates, and platform tool adoption.
- Etsy's approach to innovation, including features like "Spaces," demonstrates how to enhance discovery while maintaining the human element that defines their marketplace.
- Strong emphasis on "keeping commerce human" while scaling, showing how to maintain marketplace identity and quality during growth.
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