Etsy Becomes More Attractive After Depop Sale
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Feb 25 2026
0mins
Should l Buy ETSY?
Source: CNBC
- Impact of Depop Sale: Etsy announced on February 18 that it would sell Depop to eBay for $1.2 billion, causing its shares to soar 9.3% the next day and rise over 20% in the past week, although they remain down 3.8% year-to-date.
- Strong Financial Performance: Despite slightly missing revenue expectations, Etsy reported earnings per share of 92 cents, exceeding LSEG's estimate of 84 cents, indicating robust buyer growth and a slight GMS growth of 0.1% that surpassed expectations.
- Analyst Optimism: BTIG reiterated its buy rating on Etsy, lowering its price target from $74 to $65, still 17% above Tuesday's close; Barclays upgraded its target from $62 to $72, suggesting a 32% upside potential.
- Focus on Core Business: The sale of Depop allows Etsy to refocus on its core platform, with analysts suggesting this could accelerate buybacks and strengthen the balance sheet, although it may also impact advertising revenue as more shoppers find Etsy products through AI platforms.
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Analyst Views on ETSY
Wall Street analysts forecast ETSY stock price to rise
26 Analyst Rating
6 Buy
18 Hold
2 Sell
Hold
Current: 56.400
Low
52.00
Averages
67.71
High
80.00
Current: 56.400
Low
52.00
Averages
67.71
High
80.00
About ETSY
Etsy, Inc. operates two-sided online marketplaces that connect buyers and sellers around the world. The Company's primary marketplace, Etsy.com, is the global destination for goods made by independent sellers. In addition to its core Etsy marketplace, its House of Brand consists of Depop Limited (Depop), which is its fashion resale marketplace. Each marketplace primarily operates independently, while benefiting from shared expertise in product development, marketing, technology, and customer support. The Company's top six retail categories on the Etsy marketplace include homewares and home furnishings, jewelry and personal accessories, apparel, craft supplies, paper and party supplies, and toys and games.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Risk Mitigation: With the de-emphasis on Instant Checkout, consumers are required to use the Etsy app for purchases, significantly reducing disintermediation risk and enhancing customer loyalty, thereby securing Etsy's market position.
- Competitive Advantage: Fong emphasizes that unlike Amazon and MercadoLibre, Etsy cannot offer perks like expedited shipping or easy returns, making the competitive landscape more favorable for Etsy following the weakening of Instant Checkout.
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- Capital Loss: Etsy sold the secondhand fashion marketplace Depop to eBay for $1.2 billion, representing a 25% haircut from its $1.6 billion acquisition price in 2021, highlighting strategic missteps that have eroded shareholder value.
- Focus on Core Business: Under new CEO Kruti Patel Goyal, Etsy is refocusing on its flagship marketplace by divesting from Reverb and Elo7, aiming to enhance operational efficiency and strengthen its competitive position in the market.
- Valuation Concerns: Although Etsy's price-to-sales ratio stands at 2.3, 68% below its historical average, the lack of consistent revenue and profit growth suggests that investors should remain cautious and avoid increasing their stakes in an uncertain market environment.
See More
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- Depop Sale Impact: The sale of the secondhand fashion marketplace Depop for $1.2 billion represents a 25% haircut from its acquisition price of over $1.6 billion in 2021, damaging shareholder capital and signaling a strategic shift to refocus on its core marketplace.
- Stable User Base: As of December 31, 2025, Etsy boasts 5.6 million active sellers and 86.5 million active buyers, creating a two-sided platform that, despite sales declines, provides potential support for future recovery due to its large user base.
- Attractive Valuation but Caution Advised: With a price-to-sales ratio of 2.3, 68% below its historical average, Etsy appears undervalued; however, investors should remain cautious and avoid buying until there is a return to consistent revenue and profit growth.
See More
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- Market Opportunity: BTIG analyst Marvin Fong highlights that Etsy stands to gain the most from OpenAI's decision to scale back Instant Checkout, as the company was the most vulnerable to 'agentic disintermediation', allowing Etsy to attract more customers.
- Risk Mitigation: With the de-emphasis on Instant Checkout, consumers are required to use the Etsy app for purchases, significantly reducing disintermediation risk and enhancing customer loyalty, thereby securing Etsy's market position.
- Competitive Advantage: Fong emphasizes that unlike Amazon and MercadoLibre, Etsy cannot offer perks like expedited shipping or easy returns, making the competitive landscape more favorable for Etsy following the weakening of Instant Checkout.
- Industry Response: OpenAI's decision has been welcomed by online retailers, OTAs, and online vehicle marketplaces, indicating a growing market confidence in Etsy's future growth, which could potentially drive its stock price higher.
See More
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- Tariff Policy Change: The U.S. Supreme Court has overturned Trump's tariffs, affecting approximately $170 billion in tariffs; while some tariffs are lifted, the compensation issue remains unresolved, impacting cost structures and future profitability for affected companies.
- Economic Growth Slowdown: The latest GDP growth rate stands at 1.4%, below expectations, with consumer spending growth decelerating from 3.5% to 2.4%, indicating fragility in economic recovery that may lead to cautious corporate investment and expansion decisions.
- Inflationary Pressures: The core inflation rate has risen by 3% year-over-year, exceeding market expectations; although the market's initial reaction was muted, persistent high inflation could undermine consumer confidence and spending, posing risks to economic growth.
- Retail Market Dynamics: Walmart's earnings report indicates that high-income consumers continue to spend, while lower-income groups are cutting back due to rising costs, reflecting economic imbalances that may prompt retailers to adjust pricing strategies and market approaches.
See More
Alibaba's Qwen AI App Achieves Remarkable Success
- Surge in Order Volume: During a two-week Lunar New Year campaign, Alibaba's Qwen AI app processed nearly 200 million orders across various categories, including groceries, drinks, movie tickets, and flights, showcasing its robust capabilities in the e-commerce sector.
- User Engagement Spike: According to Morgan Stanley analysts, Qwen's daily active users skyrocketed from approximately 17 million before the holiday to 73.5 million, indicating significant progress in user attraction and market penetration for the app.
- Structural Ecosystem Advantage: Unlike many Western tech firms, Alibaba controls multiple components necessary for transaction completion, including Taobao, Alipay, and travel platform Fliggy, providing a structural advantage for its AI shopping initiatives, although integration is still ongoing.
- Future of AI Shopping: While Qwen sometimes produces buying guides instead of directing users to specific listings, companies that can enable actual purchases through AI agents may dominate the future of digital commerce as these agents become the primary interface for online activities.
See More
Online Travel Agencies Experience Relief Rally After OpenAI's Shift
- AI Strategic Shift: OpenAI's decision to pause its ambitions for direct travel bookings alleviates investor fears that generative AI could disrupt traditional travel platforms, creating a rebound opportunity for online travel agencies.
- Real-Time Data Challenges: Industry observers note that managing real-time pricing and inventory for travel is technically challenging, indicating that OpenAI still needs to rely on traditional intermediaries for complex global logistics.
- Reaffirmation of Intermediary Value: Analyst Richard Clarke states that OpenAI's pivot is incrementally positive for online travel agencies, allowing companies like Booking and Expedia to continue engaging consumers on AI platforms and reducing the risk of disintermediation.
- Positive Market Reaction: With OpenAI shifting back to a partnership model, the threat of an AI takeover in the travel industry appears to be fading quickly, significantly restoring market confidence in travel-related stocks.
See More
Etsy Faces Growth Challenges and Capital Losses
- Sales Decline: Etsy's gross merchandise sales reached $10.5 billion in 2025, reflecting a 4% year-over-year decline and a 14% drop from the record $12.2 billion in 2021, indicating a waning consumer interest in handcrafted and unique goods, which poses a sobering outlook for future growth.
- Capital Loss: Etsy sold the secondhand fashion marketplace Depop to eBay for $1.2 billion, representing a 25% haircut from its $1.6 billion acquisition price in 2021, highlighting strategic missteps that have eroded shareholder value.
- Focus on Core Business: Under new CEO Kruti Patel Goyal, Etsy is refocusing on its flagship marketplace by divesting from Reverb and Elo7, aiming to enhance operational efficiency and strengthen its competitive position in the market.
- Valuation Concerns: Although Etsy's price-to-sales ratio stands at 2.3, 68% below its historical average, the lack of consistent revenue and profit growth suggests that investors should remain cautious and avoid increasing their stakes in an uncertain market environment.
See More
Etsy's Sales Decline, Management Restructuring
- Sales Decline: Etsy's gross merchandise sales reached $10.5 billion in 2025, reflecting a 4% year-over-year decline and a 14% drop from the record $12.2 billion in 2021, indicating a waning consumer interest in unique handcrafted goods, which negatively impacts market performance.
- Depop Sale Impact: The sale of the secondhand fashion marketplace Depop for $1.2 billion represents a 25% haircut from its acquisition price of over $1.6 billion in 2021, damaging shareholder capital and signaling a strategic shift to refocus on its core marketplace.
- Stable User Base: As of December 31, 2025, Etsy boasts 5.6 million active sellers and 86.5 million active buyers, creating a two-sided platform that, despite sales declines, provides potential support for future recovery due to its large user base.
- Attractive Valuation but Caution Advised: With a price-to-sales ratio of 2.3, 68% below its historical average, Etsy appears undervalued; however, investors should remain cautious and avoid buying until there is a return to consistent revenue and profit growth.
See More
