Here’s one
thing Etsy can offer shoppers that Amazon might not: A sweater for your box
turtle that will make it look like a stegosaurus. And at $35, the shipping is
free.

Photo: Bloomberg

The little
green reptile sweater is among many unusual artisanal finds customers can discover
on the online marketplace, and the kind that make it such an original shopping
destination. But paid shipping is increasingly a deal breaker for shoppers. So 14
years after Etsy was founded as a sanctuary for independent-artists and vintage
goods, it is making corporate-like decisions to maintain viability.

Most
recently: It is encouraging its merchants to offer free shipping on
orders of at least $35. In return, these artisan merchants will receive higher
rankings on Etsy’s search results.

For shoppers,
this new model may mean free shipping on exclusivity, because many of Etsy’s
products are unique to its marketplace. Following are eight categories of
products that shoppers may be able to get with free shipping (meaning they are
at least $35), should the vendors offer it. All distinguish Etsy from its
competitors, and reveal why it should matter to shoppers. 

Homemade
candy and candy cakes: Yep, they are just what they sound like:
Tiered cakes constructed entirely of Snickers bars, Mike & Ikes, Tootsie
Pops, Twix Minis and other wrapped sweets. Several are themed (Father’s Day,
Harry Potter/Muggle cake and peanut-lover’s dream). For those who want fresh candy
processed in the home kitchen, many makers of artisanal sweets sell on Etsy,
from made-to-order truffles to chocolate tools that look authentically rusty.Faux
wedding cakes. They’re a thing, and increasingly popular among couples who prefer to have a fake cake
melt in the sun or succumb to mishaps. They also are a less-expensive option
for couples who want a wedding cake only for a centerpiece and photo shoot.
Made of Styrofoam and sometimes covered in real icing, faux wedding cakes can include
a slice of actual cake for the cutting ceremony. The price difference is
substantial: A faux cake can cost $100, while the average real wedding
cake is closer to $400. (One
Etsy merchant sells elaborately decorated faux doughnuts and popsicles for weddings).Handmade
children’s clothing. Speaking of photo shoots, parents often
hunt for one-of-a-kind outfits for baby’s first (fifth, 11th)
portrait. Similarly, grandparents, godparents and friends tend to want to be
remembered for gifts that make a statement. For this, Etsy has several options,
including bell-bottom toddler pants, handknit hooded baby ponchos and
traditional African and Indian clothing. (Many items, including baby pinafore
dresses, sell for far less than $35.)Taxidermy
oddities. A shopper in need could find a rabbit’s foot or stuffed
duckling across many websites, but Etsy stands apart for its breadth of
taxidermy creativity. The artisans of this craft flock to Etsy with offerings
that come in the forms of Jackalopes, hamsters with human faces, winged hares
and mounted swans. The choice of animals in the midst of human activities alone
could fill an unusual Christmas list.Vintage
designer wear. Shoppers who want to really stand apart at
an event have a better chance of accomplishing so much on Etsy. Its “vintage couture” selection goes back decades, ranging
from a 1950s Jean Patou jacket to a Valentino “new” haute couture polka-dot
dress ($8,280). Its selection also covers a variety of tastes, price points and
brands, including 1990s Versace and a 1960s Adolfo knit dress from Saks ($60).Genuine
Eames furniture. Charles and Ray Eames were a powerhouse
designing duo who helped define mid-century modern furniture, notably with their
chairs. Etsy carries a range of them, including the iconic leather lounger and
ottoman. ($7,000). New Eames pieces are still in production today — Herman
Miller and Vitra International are the only producers — but the Etsy items come
straight from the period, which could make a big difference to enthusiasts.
Etsy also offers a broad selection of mid-century modern furnishings from other
designers.First-run
psychedelic concert posters. Grateful
Dead, Jefferson Airplane, The Doors and Janis Joplin concerts are as well
remembered for their promotional psychedelic posters as for their bootleg live
recordings. Enthusiasts can discover original posters by Wes Wilson, Rick
Griffin and other pioneers of psychedelic rock art on many sites, but Etsy has
a deep collection that spans artists and musicians, some of which are
one-of-a-kinds. Long
lost board games. Out-of-circulation board games aren’t just
for collectors, they can make for highly personalized gifts and party activities
(just keep the dip and drinks away from the board). Etsy’s selection covers
those mass produced by Parker Bros., J. Pressman and others. Among the
offerings: Pollyanna (early 1900s); Whippet Race (1920), the Wide World Travel
Game (1950s) and Waddingtons Monopoly (made in the UK, 1930s). And for those
interested in teenage sleuths, there’s a rare Nancy Drew Mystery Game.

Other retailers are likely watching Etsy’s free-shipping effort to see
how it works out, and they will hopefully fold these consumer insights into
their own customer-service cost structures. Though, as any customer would be
happy to tell them: When it comes to delivering shopper value, free shipping is
just one part of the experience.

Regardless of the outcome, shoppers are the winners, because one more barrier to affording increasingly hard-to-find treasures is being removed.

This article originally appeared in  Forbes . Follow me on  Facebook  and  Twitter  for more on retail, loyalty and the customer experience.