Etsy (ETSY.US) will offer free shipping to members to compete with platforms like Amazon.

At Goldman's Communacopia + Technology conference, U.S. e-commerce platform Etsy (ETSY.US) revealed its plans for the future and the new areas it is exploring.

Lastly, the company recently launched Etsy Insider, a paid subscription program that offers members free shipping and early access to Drops products. With the launch of Etsy Insider, the company is targeting to enhance its competitiveness against Amazon (AMZN.US) and increase the frequency of repeat customers.

Although Etsy and its competitors are all vying for the scarce discretionary dollars in consumers' hands, the company is focusing on initiatives that not only differentiate it from competitors like Amazon, but also bring "huge" growth opportunities.

The company's top initiative is the massive gift market. CEO Josh Silverman and CFO Rachel Glaser estimate that the gift business is a $200 billion business, and Etsy only takes 1% of the gift market, so "there's a lot of opportunity to win in the gift space." To expand its market share, Etsy launched "Gifts Mode," which allows shoppers to send gift messages to recipients before the gift arrives, while also providing extended search options to help shoppers find the perfect gift.

The company is also focusing on app penetration. Currently, only 40% of Etsy shoppers use the mobile app, and Silverman hopes to increase that number to 75%. As consumers become more engaged with the app, this initiative provides another "huge opportunity" for growth.

Moreover, the recent addition of quality scores will put higher-rated products at the top of search results. Silverman expects that by adding delivery speed, high ratings, and seller response scores, consumers will have more options when choosing products between sellers.