Dive Brief:

• Earlier this month, artisan-happy online marketplace Etsy changed its home page from one curated by members to one run by algorithms.

• Senior product marketing manager Brittany Williams says the new approach “democratizes” the site, using favorites and past purchases as well as trending and seasonal “favorites.”

• A discussion on this change by Etsy has mixed opinions, with many users complaining about the usability and aesthetics of the new approach. 

Dive Insight:

Sellers in particular are complaining that Etsy’s new landing page is too “big brother” and too much of a departure from its homey, user-oriented community approach.  Some sellers have started a change.org petition urging Etsy to change back. Etsy has an especially loyal user base among both buyers and sellers. That can be a plus for the site, as well as a challenge whenever it attempts a change like this, against which its tight-knit, caring community might rebel.