Is Canada A Testing Ground, Or The First Country In A Slow Roll Out?
We Don’t Know Yet
Back in September 2018, when Etsy released their Ultimate Guide to Etsy Search, and stated that shipping prices could factor into the search algorithm, I blogged that I wasn’t seeing any ranking impact when I tested changing my shipping prices, including offering free shipping.
That is no longer true, at least within Canada.
Since November, I have been able to move a few of my items up and down in Etsy search by turning free shipping on and off, but it only had an immediate effect domestically (in Canada); my items did not move in international searches, including in the United States, even when I offered free shipping everywhere. (By “in Canada”, I mean when the search filter is set to ship to Canada, not just with items from Canada.) The most obvious movement appeared with items that already had a good listing quality score, and only within large searches; an item that jumped from page 25 to page 1 for a generic query might not move at all for a very specific search term. For example, a listing might leap up the rankings for “stud earrings” but not for “red abalone shell earrings”. Most of the items I tested didn’t move at all, so I didn’t make an announcement.
But just under a week ago, I noticed that many broad searches in Canada changed quite a bit, and 100% of the listings (other than ads) on the top pages offered free shipping.
Yes, you read that correctly. All of the top ranked items a Canadian customer sees in generic searches within Canada at the time I am writing this have the free shipping badge. (You can see this by changing your country settings to Canada.) I was able to move a few of my listings that used to rank near the top back to page 1 just by using free domestic shipping. When I removed free shipping, the items dropped again.
This Could Be A Test, Since It Isn’t Showing Up In Other Countries, Yet
I contacted some of my volunteer testers in other countries, asking them to
pick a listing that does reasonably well in search
find a few broad search terms they show up for in their country
add free shipping to the listing
track what happens in the next hour
I coordinated the tests so I could track them as well, searching incognito with the “ship to” filter set to their country, and even with VPNs in a few cases. None of the listings moved up once their shipping charges were removed. So, that’s the good news; we are only seeing this in Canada, currently.
Furthermore, we couldn’t find any broad searches in other countries where 100% of the listings had shipping included. If you see any, please let me know!
While Canada is a localized/regionalized country (where items from Canada rank higher in generic searches than items from elsewhere), there is no obvious reason that free shipping products should dominate searches here, especially considering that products jump in ranking within 15-20 minutes of changing the postage costs. This is not about the preferences of Canadian shoppers being more skewed to not paying extra for shipping; that effect would be more gradual. I just woke up one morning and suddenly every top listing had free shipping.
What You Need To Know, even if you hate “free shipping”
First, do not panic! This might be a test. Now that the word is out, Etsy might even end it.
Second, it currently only happens in very generic searches, the ones I am always telling you not to worry about ranking in. If you have been listening to me, this isn’t going to have a big effect on you, even if you are Canadian. If you haven’t been listening to me on that point, then this is your wake up call - ranking in large, generic searches is not guaranteed, since Etsy can change the algorithm at any time. This is only one of many different ways your ranking in a broad search can tank. If you currently are on page 1 of a big search and are getting a lot of sales from it, congrats! But consider that a bonus; don’t assume that you will stay there, or that anyone can stay there indefinitely.
Third, since most buyers use more specific searches, you are all still visible in Canada if you ship to us.
Fourth, if you are Canadian, including the shipping costs in your item prices will not automatically boost your search ranking. You have to be well-optimized, and have a good listing quality score (meaning that buyers click on, favourite, & buy the listing when they see it in search), and show up in very broad searches. Even with a good quality score, I wasn’t able to make this work for the vast majority of searches.
Fifth: however, in my testing over the past 18 months or so, many listings where I include the shipping costs in the item price are gradually ranking better overall, even outside of Canada, than the ones that do not have free shipping. It doesn’t happen immediately, though, and there are some items that it never seems to help at all. So, sometimes free shipping works, even if it isn’t a direct algorithm factor.
Finally, remember back in September when I said that Etsy is “going to continue to push free shipping”? This is just one of many examples that will be coming. Even if this is only a test and they end it soon, expect Etsy to add low postage costs into the algorithm at some point, and to give benefits to shops who offer it. Research shows that most buyers are attracted to lower shipping prices, and Etsy wants that bigger pool of customers. So, make your peace with free shipping now, because it isn’t going away. You don’t have to use it, but you do have to accept that Etsy will.
If you have done any testing yourself, or have seen odd search results, please let me know: leave a comment below (no sign up required), convo me, tweet me, email me by clicking the little envelope icon at the top right of this page, or comment on Google+.
This post will be updated as developments happen. Stay tuned!