Etsy is No. 9 in WCRC’s US D2C edition at 82.81 and eBay is No. 22 at 79.52. Both appear in Marketplaces & Resale. eBay scores 94 on Brand Recall, compared with Etsy’s 90. Etsy scores 82 on Brand Love, compared with eBay’s 74. It also leads on Consumer Trust & Sentiment, 80 to 76. Etsy scorecard · eBay scorecard
Brand Love carries 15% of the US D2C score. Etsy’s eight-point advantage contributes 1.20 points to its relative result. eBay’s four-point recall advantage, weighted at 18%, contributes 0.72 points in the other direction. The calculation separates two brand signals that might otherwise be treated as one. It also leaves room for the other pillars, including trust, to explain the rest of the overall gap. 2026 edition · WCRC methodology
Marketplaces present a particular research problem because the buyer deals with both a seller and a platform. A purchase can go smoothly because the seller provided a good listing, the platform made payment easy, or both. To interpret the scores, compare a common purchase mission, then ask buyers who they credit when it goes well and who they expect to resolve a dispute. Those answers would help distinguish attachment to the marketplace from attachment to a seller.