The world may see Etsy as an online marketplace where individual shoppers can find artisans' work, but the company's new wholesale initiative aims to help Etsy's artists and craftsmen find brick-and-mortar retailers to sell their wares on a larger scale, CEO Chad Dickerson said. "If we help our sellers sell into offline retail, we can do that in thousands of places, as opposed to doing our own shop, which we can only do in a handful of places," he said.

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