In October 2011 Etsy made a change in the way shops are presented on the site. Previously, shops were only identified by the actual shop/business name and the owner's Etsy user name. User names are often different from the user's real name. For example, my user name is "chettibeads."
With the October change, shop owners could choose to have their real name shown in their shops as the "Shop Owner." Right before this happened, it was announced in the Etsy forum and immediately became controversial. Some shop owners did not want their real names shown publicly in their shops in any way. They wanted to make sure that using real names would be optional and not mandatory.
I had no problem with using my real name, but that's mainly because as a book author my name is out there already. (I could have used a fictional name as an author, but I would have had to make that decision before my very first book was published....and I didn't.) That's the same reason I'm using my real name at the top of this blog. It's not exactly a cool thing to do, it's just that this poor blog doesn't really have it's own branding aside from my work as a craft writer.
Anway, the topic of real names on Etsy came up again today when, according to EcommerceBytes, Etsy sent out a marketing email of some kind to certain buyers which "inadvertently replaced the sellers' shop names with their real names taken from their credit cards." And apparently some shop owners got angry.
As a very general rule, I've never seen it as unreasonable that a business owner disclose her or his identity to potential buyers. In fact, on some levels it's required, such as in jurisdictions where businesses are required to file fictitious business name statements. It's all about transparency. If you're honest about your identity, theoretically it would be a lot harder for you to scam customers by taking their money, shutting down your shop, and disappearing.
On the other hand, some Etsy sellers say that using their real names online has made them vulnerable to stalkers. Some even feel that their lives have been put in danger.
This is a very real concern! Unfortunately, if someone has your real name these days, they probably can find your home address, phone number, and other information by using investigative services online. Those servies typically charge fees, but if someone is really intent on stalking, they just might do it.
As a an Etsy shopper or seller, do you think shop owners should disclose their real names?