Dive Brief:

• Etsy is joining the same-day delivery wars, partnering with delivery startup Postmates to test the service in New York City this fall.

• Sellers on Etsy that enable same-day or next-day delivery will be able to show the options on their product search and checkout pages.

• Sellers who offer their goods at nearby boutiques and pop-up shops can also show that option via Etsy on pages as of last month.

Dive Insight:

Amazon is preparing the launch of an Etsy-like artisanal goods marketplace, and now Etsy is showing its willingness to play on Amazon’s turf, too.

The faster-delivery options will be limited, considering that many Etsy sellers offer handmade and custom-made goods that by their nature require time to complete. In fact, the new delivery options could favor mass producers and even sellers of counterfeit goods, which have been the bane of its smaller, hand-making sellers.

Still, Etsy says it’s responding to sellers requests to have a means to get their wares more quickly to their customers. If it’s successful, the delivery options could be a significant addition to Etsy’s attractiveness as a marketplace to both buyers and sellers.