Thank you everyone for your feedback! After observing how removing this link affected buyers’ behavior, we have decided to remove the link to shop home from listings cards (the small listing view we use on pages like search and category pages) on Search pages. Clicking on any part of the listing card will lead to to the individual listing page itself. We’ll also be making this change to all pages across the site over the coming weeks.
We did not see any change in the number of buyers purchasing a listing that they were searching for and we did see an increase in favoriting on listings. The number of buyers looking at the shop homepage decreased less than 1% during the experiment. This showed that buyers were not using this link to the shop when browsing for listings, and that removing the link did not decrease their interest in clicking on a listing to learn more.
To clarify, we are only removing the link; your shop name will still be shown with your listings. We are exploring other ways to increase the visibility of your shop on your listings in the future. We’ll be sure to share any developments as they become available.