The Scoop: Etsy CEO spotlights its local sellers amid tariff turmoil

As new tariffs raise concerns about supply chains and rising prices, Etsy is spotlighting its network of local sellers.

CEO Josh Silverman addressed the shifts on the company’s website, explaining that Etsy is helping buyers “shop with confidence” and empowering sellers to manage their businesses “with as little disruption as possible.” His comments come as CNBC reports that Temu and Shein plan to raise prices next week in response to the tariffs, with Amazon’s third-party sellers also considering price hikes.

“We know that the recent shifts in trade policies and tariffs between the US and many countries around the world have raised questions about global supply chains, pricing and the general availability of goods,” Silverman said. “As these changes unfold, we remain committed to delivering a seamless experience.”

While reaffirming Etsy’s support for cross-border trade, Silverman also acknowledged growing consumer interest in shopping domestically. He noted that 89% of Etsy sellers are businesses of one, most working from home and sourcing supplies locally, helping them “stay agile as global supply chains change.”

“Etsy is uniquely positioned to meet shoppers in this moment,” Silverman wrote, highlighting that the platform offers “millions of special items from sellers in their country.” More than 60 million items ship domestically in the U.S., he said, with strong seller communities throughout Europe and Canada as well.

“We are continuing to monitor regulatory changes and are ready to support our community,” he added.

Why it matters: Etsy’s move is a strong example of how brands should think about communications in moments of volatility.

It’s not enough to issue reactive statements. Brands need to proactively frame the narrative around their own strengths and purpose.

Silverman wisely avoids delving into political waters. He simply acknowledges the situation.

But Silverman also used his message to offer a solution to small buyers, sellers and businesses looking for opportunities in this time of financial uncertainty. This messaging taps into broader consumer values around community, entrepreneurship and self-reliance – especially powerful themes as trust in global systems remains shaky.

For PR and communications teams, Etsy’s approach is a reminder that during uncertain times, the best messaging doesn’t just inform, it reassures. It’s critical to anticipate your audience’s emotional response – anxiety over rising prices, loyalty to local businesses, etc. – and align brand storytelling accordingly.

It turned a potential disruption into an opportunity to deepen customer loyalty and seller trust.

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Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.