Creators can make big dollars recommending mass-produced products on ecommerce hubs like Amazon and TikTok Shop because, as you probably know, affiliate codes do be going crazy sometimes (unless the buyer has Honey installed). But there isn’t as much infrastructure for creators to quickly and easily recommend handmade products from independent sellers.
That’s where Etsy wants to fit in.
The marketplace earned nearly $3 billion last year from sellers who offer over 100 million products–everything from handmade jewelry to art to fursuits, crocheted onesies, full-sized, functional leather horse saddles, and more. (The “more” includes gen AI products, which has been a source of contention from sellers and buyers alike.)
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Now, it’s looking to sell a little more by partnering with Mythical‘s Rhett & Link on an official recommendation shop.
Mythical’s digital storefront currently includes recs in several categories: Rhett & Link’s faves from across Etsy, a special Father’s Day collection, an “as seen on Good Mythical Morning” section, and perhaps the most interesting, a shelf for products made by “Mythical Beasts,” aka known fans of Mythical’s flagship show, Good Mythical Morning.
A Mythical rep says the goal here is to “spotlight unique items, champion small businesses and help fans discover products they’ll love through strategic curation and branded content designed to capture attention in an authentic way.” (And that’s the main benefit for Mythical, btw: It’s not taking a cut of revenue from any sales.)
“Creativity and curiosity are core values of Mythical that Rhett & Link have long espoused, and our fans–the self-styled Mythical Beasts–reflect that ethos,” Jacob Moncrief, Mythical’s COO, said in a statement. “Among our millions of viewers, we know there are countless artists, crafters, and small-business entrepreneurs. Who in the world of online commerce better matches the creativity (and wit) of our fandom than Etsy? This partnership gave us the perfect opportunity to integrate Etsy into our content in a way that felt both seamless to Mythical–imaginative, comedic, and deeply authentic–and allowed us to spotlight some incredible sellers and the unique customizations their products offer.”
A rep says the Mythical storefront is part of Etsy’s broader efforts to “show up in culture and connect with new audiences, all while spotlighting our sellers and their incredible items.”
While Mythical isn’t getting a cut of sales, these partnerships could still be a social complement to the bevy of other affiliate programs out there–one that lets creators, as Mythical said, support small and fan-run businesses. It opens the door for creators to recommend more unique products suited to their audience niches, and gives them the chance to uplift skilled fans directly, in a way other platforms don’t offer.
