Etsy Implements Price-Plus-Shipping Display in UK Search Results Amidst Seller Concerns and Regulatory Compliance

Etsy has implemented a significant change to how prices are displayed for its UK-based customers, now showing a combined price that includes both the item cost and shipping fees directly in search results. This shift, which began to be noticed by sellers around February 18th, has been confirmed by Etsy on their announcement board on February 25th, with the company stating the change is in response to the UK’s Digital Markets, Competition and Consumers Act (DMCC Act).

The new display format has raised concerns among many Etsy sellers, particularly those selling lower-priced items or products that are frequently purchased in multiples. Sellers have reported that the combined price appearing in search results can make their items appear significantly more expensive, potentially deterring potential buyers. The issue was first brought to light by a seller who contacted the publication on February 18th, noting, "Etsy has launched their ‘postage included’ price in search, but when you go to an item, it is showing the cost as the original price less the postage. That incorrect price is being carried through to the shopping cart."

Further discussion emerged on Reddit, with a thread started on February 20th detailing the practical implications for sellers. One seller, who specializes in stickers, explained the challenge: "I sell stickers, so that paired with the delivery is now having all me stickers seems like they’re 5.94 each, which I feel might deter customers, because it’s not even like it has a banner that now states ‘free delivery’." This seller also expressed uncertainty about how this change would affect international sales, fearing it might make individual sticker sheets appear prohibitively expensive.

A significant point of contention for sellers is the discrepancy that arises when a buyer adds multiple items to their cart. The Reddit user elaborated, "I’ve also noticed that if I add one item to my basket, the cost of the other items don’t change and become they’re original price, so to the buyer it will look like they’re still paying £5 for a sticker sheet." This inconsistency, where the search result price is a combined total but individual item prices within the cart revert to their original figures, creates a misleading perception of the overall cost. The seller concluded, "At this point I’m not sure if I should leave it, or if I should change the price to include the shipping, and at least get like a free delivery banner at the bottom. Feel like this change is flawed."

Another seller echoed these sentiments, highlighting the problem for buyers interested in purchasing multiple items from their shop. They provided an example: "My big concern is that potential customers who were interested in purchasing several of my listings at the same time will now see the prices as higher than they actually are and be put off from ordering. For example, if a potential customer is interested in 4 different listings of mine that are all priced at £20 they’ll now see those prices as £23 each (£3 being the postage cost) leading them to presume the total would be £92. This is totally misleading because they would only be paying for postage once for that order meaning the total is actually £83." This illustrates how the aggregated shipping cost displayed per item in search results can inflate the perceived total cost of an order significantly, even though combined shipping would reduce the per-item shipping cost in reality.

In Etsy’s official communication on February 25th, the platform explained that the update is a direct response to the UK’s DMCC Act. This legislation mandates that businesses clearly present the total price a customer in the UK is obligated to pay upfront, throughout the entire purchasing journey. Crucially, mandatory costs such as shipping or other required fees cannot be introduced at a later stage in the transaction process.

Etsy stated its intention with this change: "To help Etsy sellers comply with the DMCC Act – and to provide greater price transparency to buyers – Etsy will begin displaying a combined total price that includes the item price and VAT-inclusive shipping price to UK buyers. This helps ensure they don’t encounter unexpected, non-optional charges once they reach checkout." The platform clarified that UK buyers will see this total price displayed at various stages of their shopping experience, including when browsing listings. They also acknowledged that the final total may be adjusted at checkout under specific circumstances, such as changes in delivery details or if items qualify for combined shipping, but assured that buyers would always see the updated final price before completing a purchase.

Etsy also addressed the visual impact of this change: "While the way prices are displayed is different, the total amount a buyer pays has not changed." The company recognized the significance of this adjustment for sellers, admitting, "We understand this is a meaningful change and that it can make a listing’s price look higher at first glance." They expressed appreciation for seller cooperation in implementing this mandated update and committed to closely monitoring seller feedback for further optimization of the new experience. A link to a Help Center article providing more detailed information on the DMCC Act and pricing transparency was also provided.

Prior to Etsy’s official announcement, e-commerce consultant Cindy Baldassi had alerted her Patreon subscribers to the developing situation on February 17th. She later updated her post to include Etsy’s confirmation of the change and its reasoning related to the DMCC Act. The implementation of this new pricing display by Etsy signifies a notable adjustment for sellers operating within the UK market, aiming to meet regulatory requirements while navigating the potential impact on buyer perception and purchasing behavior.