Oppenheimer：AI搜索赢得消费者，上调Etsy(ETSY.US)评级至“跑赢大盘”

智通财经

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智通财经APP获悉，产品改进、搜索结果优化以及强大的竞争壁垒，让Etsy(ETSY.US)获得 Oppenheimer 上调评级——由“中性”上调至“跑赢大盘”，目标价 90 美元。

一项对 2,500 名美国消费者的调查显示，产品改进正在见效，对谷歌搜索(GOOGL.US)的依赖降低、对 AI 的依赖上升。受此影响，Oppenheimer 的 Jason Helfstein 将 2026 财年总商品销售额(GMS)增速预期上调至全市场最高的 1%，并预计 2027、2028 财年 GMS 分别增长 5%。这一预测已计入了线上手工制品市场因新进入者而出现的份额流失。

Oppenheimer 预计，2025 至 2028 年全球线上手工制品市场将年增 9%;在市场扩张的同时，Etsy将在 2027、2028 年失去 117 至 135 个基点的份额。不过，这一分析仅限于手工制品——该品类占 Oppenheimer 调查的 73%，而 Etsy 的商品品类覆盖面要广得多。

Helfstein 指出，Etsy平台与 AI 搜索能力的改进并未被消费者忽视——调查结果显示，65% 的受访消费者“非常”或“比较”可能购买商品。调查还显示，73% 的买家购买的是手工制作或定制商品，88% 的买家直接访问 Etsy 的网站/App，而非使用谷歌搜索。

Etsy股价在周二收跌0.62%，报74美元，今年以来累计上涨约34%，同期基准标普指数涨幅为 11%。

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