From Dow Jones & Company:

Etsy, once known for handmade, artisanal, and vintage items, is changing tactics with its first Super Bowl commercial. The quirky ad showcases its new Gift Mode feature, using AI to search for gifts. Etsy believes it could become the go-to gifting destination and compete with new e-commerce players like Temu and Shein. However, concerns about the company being too niche and losing relevance persist as consumer spending shifts towards experiences. Despite recent growth, some buyers and sellers complain about repetitive, non-relevant ads and mass-produced items. With pressure from investors and even activist investor Elliott Management joining the board, the future of Etsy remains uncertain.



Read more: Opinion: Etsy drifts further away from its roots with first Super Bowl ad