Booth

joyfromtheheart.com is a real jewellery business with a real domain. Fetching it returns a 302 to an Etsy shop. That is the whole market in one observation: the vendor bought a domain, could not build anything behind it, and pointed it at a page where six competitors sit in the sidebar. Etsy owns the customer, the email address and the search ranking, her own domain accumulates no SEO because it serves no content, and there is nowhere to publish which conventions she will be at, which is the single most valuable thing a booth vendor can put on the internet.

The pitch is therefore not that her website is ugly. It is that she already paid for the domain and it is pointed at her competitors.

A client site is a config file, a product file and a folder of photos. Everything that differs between tenants lives in one directory, so customising a shop means editing data rather than forking a template, and the output is static, which is what keeps hosting at roughly nothing per vendor.

The vendor-facing half is a studio that runs in the browser: photos go in, backgrounds come off, and the catalogue it seeds from is a file the build emits. It does the work on the vendor's own machine, which matters because the alternative is uploading a hundred product photos over convention wifi.