Normally, a company taking a larger cut of your sales is a bad thing. Etsy, however, thinks differently. As part of a sweeping set of changes, the craft marketplace is raising the seller fee from 3.5 percent to 5 percent (which now includes shipping) on July 16th as part of an effort to "invest even more in bringing buyers to Etsy." If there's more revenue, the company argued, it could dramatically hike its advertising outlay (spending is jumping 40 percent in 2018 alone) and attract more buyers. The company has even teamed with NBC on a competitive reality show, Making It, that might reel in people who have never heard of Etsy before.