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The Etsy Buying Process

Lesson 14 from: Turn Your Etsy Shop into a Sales Machine

Lisa Jacobs

The Etsy Buying Process

Lesson 14 from: Turn Your Etsy Shop into a Sales Machine

Lisa Jacobs

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Lesson Info

14. The Etsy Buying Process


Class Trailer

Introduction to Workshop


The Anatomy of a First Impression


The Truth About Online Business


Etsy is a Tool For Your Business


What is Shop Cohesion?


Common Etsy Mistakes to Avoid


Product Photography Overview


Your Product Photography Checklist


Lesson Info

The Etsy Buying Process

I want to lead us into what we are going to be working on next, which is market your Etsy shop to sold out success, and a lot of times we come to working on our Etsy storefront. We talked a lot about shop cohesion and all of the changes we could make. So, let's say we have great product photography, we have great listing titles, we have great products all lined up and ready to sell. The big question there is, what's next? So, what do I do next? So, how do I find customers? And that's where the buying process starts to come into play and this is the flow and the movement of your visitors and customers over your Etsy shop, over and through your Etsy shop. I love to discuss the buying process because I love, I love trying to look at why do people buy when they do. What motivates the purchase, why do I buy when I do, what compelled the sale? And there's movement in shopping, there's movement when visitors come through and successfully convert to actual customers, and there's also movement ...

in successful marketing. There's a lot of movement when the customer comes, from the first time you introduce yourself in a marketing plan to them actually buying. You've actually moved the customer quite a bit and that flow is fabulous for you as a seller because it helps you over, it helps you help the buyer overcome their hesitations and their obstacles, and this is something we can all relate to. I'm gonna take the buying process into the physical storefront. And so, what do you do whenever you are looking for a product in the physical world? Let's say you enter the Target, we're gonna notice the movement of you as the buyer from the time that you enter the store to the time that you checkout at the cart. So, the first thing you do is, you physically enter a store. That's the first step of the buying process. You come there with something in mind, you're looking for something and then you browse the aisles, still looking for your item, still trying to find it in the store. There's movement the entire time, you were moved to go to the store, you were moved to browse the aisles, and then you find the product that you're looking for, in the aisles, you find the item, and once you are close to it, once you're up to it, you start to handle the actual item. From that point, you are either going to put it in your shopping cart or you're gonna put it down. So, just like the first impression, there's so much going in there that we don't even notice about ourselves that we certainly have never stopped to think about how the customer does that or what the customer's doing, but that's a five step process. You enter, you browse, you find the item, you handle the item, then you add it to cart, or that's a two-way street, you're either gonna add it to the cart or you're gonna put it back on the shelf and decide you don't want it. There's a lot of things you're thinking the entire time that goes through and there's more to it than just, you know, you're thinking, do I like the quality? Do I like what I'm handling whenever I pick it up? And then I wanna translate that online because it's a very similar process. Pardon me, and we're all online. When a visitor lands on your website, they have searched for the item, they've searched for your brand in question. They get to your Etsy storefront, they scan that storefront, they're looking at the shop cohesion, they're gathering their first impression. They click on the item that they're interested in, they read its listing, and then they either add it to cart or they click away altogether. That, too, is a five step process. Very similar, just a few different steps. So, online, again, the buying process was, they search, they scan, they click, they read its listing, and they add it to cart and buy. It's important to note that the customer always tries the product on in their mind first. So, I always tell people, make sure your customers trying the product on, and you have the natural reaction, but I sell my products online, the customer can't try it on, but regardless of whether we're in the store or whether we're shopping online, we always try the product on in our mind first. If we see a shirt, we're wondering, what will that shirt look like on me? We put it on before we actually put it on. If we see a vase, we wonder what that would look like in the spot that we are shopping for, the intended spot, and we put it there in our home long before we even touch the vase or get it home or add it to cart, so this is how this relates to our work today. When your customer is searching for your product, for you brand, they're looking for something unique. They're searching for something specific, they want to achieve something, they wanna solve something or even they just want something to interest them. When they scan your storefront, your shop cohesion, and that's everything we've talked about today, welcomes them to your storefront, invites them to browse, to kick off their shoes, to start shopping and also introduces your brand for the very first time. And then, your photographs are what are in place to present your product, to present your offer. It's what's going to attract them, pull them in, and make them want to click. If they end up on your product listing page, it's more than anything else, more about this process, it's really important that you realize that on the product page, they're very interested in buying. They've really moved, if they were in the storefront, if they were in a physical store place, they have come into the store, they've scanned the aisles, they're looking for you product, they're really getting close to buying. They've done a lot of movement up into that point and it's time to keep them moving. If they end up on your product listing page and they start to read, they're in the process of moving to buy. If they're reading that product description, they are in the process, they're moving to buy. And they're also handling the project. It would be as when they're reading the listing and they're looking, and they're looking for quality questions, they're looking for weight questions, they're looking for measurements, it's the same as when they're in the store and they're actually handling it. We're so close to them buying because from this point, it's either gonna go in their cart, from reading the listing, it's either gonna add to cart or they're gonna click away. You can see how much movement got them to that point and you can see that there's already a momentum going with them, there's a flow going with them, and the last thing for them to do is buy. There are details at every stage of this process that encourage that movement and if that movement were currency, then your strong branding is a good conductor for that currency, your shop cohesion is a good conductor for that currency, and your photographs are an excellent conductor for that currency, to keep that currency flowing.

Class Materials

Bonus Materials

How To Beat The Overcrowded Market Guide

Bonus Materials with Purchase

Build a Storefront That Sells by Lisa Jacobs
Ideal Customer Workbook by Lisa Jacobs
Your Best Year Wall Planner
Market Your Etsy® Shop by Lisa Jacobs

Ratings and Reviews


The course was really practical and organized very well. Each day built on the previous day and had solid, actionable recommendations. I am just starting my Etsy shop and feel like I have a plan for moving forward with some confidence. Lisa is charming and very real and her enthusiasm for supporting businesses is engaging and very encouraging. She wants us to be part of the tribe and I appreciate that! Thanks Lisa and everyone at Creative Live for more great "Mini B-school" lessons that I can use for my online business.


Thank you thank you thank you! I have been going about the "daily scramble" for years - with ups and downs along the way and this course has been a true eye opener for me. The message of consistency and brand cohesion as well as deep respect for my customers will surely stay with me and help my business continue to grow. No matter what stage you are at in your creative business, Lisa has something great to teach! Highly recommended!

Kaitlynd B Zimmer

Lisa has so much personal energy and friendly personality its hard not to fall in love with her! Her extensive experience in the industry from ground up growth was a pleasure to relive through her hilarious trial and error comments. Overall what I came away with was taking action is the only way to grow and learn what works for each individual Etsy shop. And to make those actions pay off get your self out of your comfort zone! The section on SEOs was a huge eye opener! Thank you Tim for shining the light on areas I has not even aware existed before. I feel I now have the tools to build the strong and engaging Etsy shop that can become the success I dream of. Thank you! Kaitlynd B Zimmer

Student Work