Etsy is a well-known marketplace for craft items. The pandemic led to a huge spike in growth, growing from 46 million buyers to 90 million buyers in two years. Etsy coped with this, with no bottlenecks in the business. One aspect of how they did this was a shift to Google cloud. Tim Cochran and Keyur Govande begin this story by describing the strategic principles that guided this effort and the incremental federated approach that they took.
https://martinfowler.com/articles/bottlenecks-of-scaleups/etsy-cloud-scale.html
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