Etsy has acquired Mixel, the makers of an iOS app for creating and sharing photo collages, for an undisclosed sum. But Etsy is not following in the footsteps of photo-sharing sites like Instagram. Instead, the company plans to improve its mobile offerings for the buyers and sellers on its craft marketplace.
Mixel CEO Khoi Vinh, his co-founder Scott Ostler, and staffers Akiva Leffert and Roy Stanfield will join the Etsy team at its headquarters in Brooklyn, NY.
Although Mixel will start phasing out its social network, the app’s users will still be able to access their old collages in a new gallery, the company said.
Etsy launched its iPad and Android apps in 2012. The company also rolled out improvements to its iPhone app, translating its content into three new languages and allowing sellers to post new listings directly from their smartphones. Wrote the company in October 2012, “It’s possible to manage an Etsy shop for weeks on end, without ever turning on a computer. We hope this will make it easier for sellers to keep up with holiday demand.”
It did more than that, according to Etsy creative director Randy Hunt. In today’s blog post, he wrote, “something quite astounding happened this past holiday season: almost one in three visits came from shoppers on their mobile devices.” The company now reports a 244 percent increase in mobile visits in the past year.
“We expect that trend to accelerate,” added Hunt, “so doing more with mobile is one of our top priorities in 2013.”