Sometimes the junk you find when you’re cleaning out your grandmother’s basement is … well, just that – junk. Every now and then, however, there’s something hidden among the tattered lampshades and back issues of Life that makes the lucky fortune hunters gasp when they’re told its value on “Antiques Roadshow.”

That’s part of the message behind Etsy (ETSY) .

The peer-to-peer e-commerce operation is part fortune hunter – “Hey, a Honus Wagner trading card, and in vintage condition!” – but mostly a web platform that allows individuals to sell and buy handmade bric-a-brac, do-dads and craft-making materials.

Etsy, founded in Brooklyn, NY, in 2005, has had a decidedly uneven experience in its two years as a public company. Having gone public in 2015 at $16 a share, the stock fell to below $7 and came to be regarded as the worst IPO of that year. But it’s got one attribute that the investor in e-commerce that wants to diversify a portfolio prizes above all else:

It’s regarded as being insulated from  (AMZN)  competition.

Its fourth quarter 2016, ended Dec. 31, is expected to show 23% growth over the year-earlier period, beating the 15% improvement that analysts had anticipated, according to a recent report from Roth Capital Partners, which recently surveyed merchandisers who sell their wares on the website.

Its 2017 revenue growth is expected to trump last year’s improvement, according to Roth. The company figures to reap the benefits of some of the sellers’ support services it has invested in over the last two years, including paid promotions, direct checkout and its Pattern website building kit.



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