Etsy made two major announcements on Tuesday aimed at improving the selling experience. These are a new paid site-building tool called Pattern and a new redesigned landing page for Etsy shops called Shop Home.

Pattern appears to be Etsy’s answer to ecommerce shop platforms like Shopify and site-building services like Squarespace. The main differentiator is that it’s all powered by Etsy and is integrated with the Etsy features sellers are familiar with.

Pattern shops leverage the seller’s existing Etsy shop and the work they’ve already put into it on their own custom website on their own domain. It includes all shop listings and content, syncs orders and inventory between sites, and provides analytics integrated with Etsy shop stats. It also uses the same checkout and shipping tools sellers are already using.

“The setup is quick and easy—for most shops, it will take only a few minutes—and offers five thoughtfully designed themes that sellers can choose from to personalize their sites,” explains Etsy’s Mike Grishaver. “Sellers can choose from themes that highlight their listings or ones that more prominently feature their brand assets, and they can customize each with shop logos and brand colors. Sellers with Direct Checkout enabled can try Pattern for free with a 30-day trial, after which Pattern is only $15/month.”

“We believe Pattern will deliver a special shopping experience as well—a high-quality, modern and professional-looking ecommerce site with branding unique to that shop,” he says. “Pattern sites feature responsive webpages so they look great at any size, on any device. And, with co-branded Etsy checkout, buyers will be reassured that their purchase is secure and trustworthy.”

The Shop Home landing pages are more customizable than the previous version. They’re mobile-friendly and give more sellers more creative control according to the company. They allow sellers to highlight their brands within the Etsy Marketplace.

The design includes a prominent cover photo and the ability to rearrange listings in the desired order. Here’s the before and after:

This is rolling out to all sellers over the coming week.

Images via Etsy