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Online craft marketplace Etsy (ETSY) will increase the fees it charges sellers for the first time in its history, the company said Thursday. The higher fees, Etsy says, will more than offset new plans to boost spending on marketing, tools for sellers, and customer service.

The company says it expects profits margins to remain the same but Etsy expects an immediate boost to its revenue. Etsy says it now expects 2018 revenue to be up 32% to 34%, up from its previous forecast of 22% to 24%. The represents about $44 million in new revenue.

Etsy’s shares, which jumped in premarket trading Thursday following the announcement, rose nearly 30% after the open. Over time, the community’s reaction should help investors get a better sense of how vital the company has become to buyers and sellers of homemade goods under CEO Josh Silverman.

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Shares of Etsy have soared since Silverman took over in April 2017. Up approximately 60% this year as of Wednesday’s close, they recaptured their post-IPO highs this spring. Silverman has confronted the 13-year-old company’s legacy as a feel-good enterprise, cutting costs (and employees) while shedding the B Corp designation that denotes high standards of corporate ethics and accountability.

Amid the changes, however, Etsy has maintained seller fees lower than those of eBay (EBAY) or Amazon.com’s (AMZN) Handmade unit. Etsy’s fees will remain comparatively low even after the increase, which is scheduled to take effect in mid-July.

Even so, the new fees will surely test relationships between the company and its sellers, who now number some 2 million. In an interview with Barron’s Next, Silverman said he expects “some turbulence” in the seller community” as a result of the changes.

But the CEO said they will allow the company to accelerate spending on marketing and customer service, including chat and phone support for both sellers and buyers. Etsy’s focus on “making the pie bigger” by driving more overall sales to the platform, hasn’t changed, according to Silverman.

“We don’t have firsthand experience to know how it’s going to play out in the very near term,” Silverman said. “I’m highly confident that this is the right thing to do in the medium- and long-term.”

The changes raise Etsy’s transaction fee, levied on each sale, from 3.5% to 5%; Etsy will also now include the cost of shipping when calculating that commission. The 20 cent fee charged to list an item, and a separate payment processing fee, are unchanged.

Etsy, confident the changes will be a net positive, upped its guidance for the second time this year. The last guidance change was announced in May.

Meanwhile, the company maintained its projected Ebitda margin of 21%-23%, indicating its intent to reinvest the money the fees generate, and boosted its high-end gross merchandise sales guidance—“GMS” represents the total value of merchandise sold through Etsy—by 1% to 19%.

Etsy planned to communicate the changes via email, a blog post, a new landing page on its site, and other messaging; some of the investments in marketing are seen as a backstop against the aforementioned “turbulence.” (Among other efforts, Silverman said, it will advertise during NBC’s upcoming “Making It” contest show, which has cast Etsy’s “resident trend expert” Dayna Isom Johnson as a judge.)

Some Etsy sellers have wondered aloud whether changes might be coming. In March, on Etsy’s seller forums, one poster considered them inevitable—“At some point they most likely WILL raise fees,” they wrote—while another thought changes might drive some sellers away.

Asked about the possibility of fee changesduring a May interview with Barron’s Next, Silverman said there were “no sacred cows.”

Investors will be watching how the changes affect marketplace revenue and seller count over time. Marketplace revenue per seller reached approximately $93 in 2017, though its growth has slowed over the last several years. New fees could re-energize that measure.

Most of the near-term revenue increase Etsy expects is expected to come from the new fees, but the company also announced new seller services on Thursday. (Etsy says its updated guidance reflects “negligible” effects from those new services.)

While the company’s standard free service offering will remain unchanged, Etsy Plus, when it launches in July, will include branding and customization tools and listing credits. It will initially sell for $10 a month before doubling next year.

“The point at which you’re ready for Etsy Plus is the point at which you’ve really decided that this is going to be a real business for you, and in particular you really want to start having more control over the brand,” Silverman said.

The company said it’s still developing Etsy Premium, meant for businesses with employees and more-developed customer service needs. It is scheduled to launch next year; No pricing information was available. About three-quarters of Etsy sellers are one-person businesses, according to the company.

Silverman said the company isn’t targeting a specific balance of marketplace and seller services revenue. Over the last 5 years, the majority of Etsy’s revenue has shifted from marketplace fees to the services offered to sellers. Services represented nearly 60% of revenue in 2017, up from 34% in 2013.

Investors cheered the news Thursday, and management hopes its community will be amenable, too. While KeyBanc analysts suggested earlier this year that Etsy increase the 20 cent listing fee, Silverman told Barron’s Next that the company intentionally chose to tie its fee increase to actual sales rather than all listings.

“We believe it’s critical that our success is 100% aligned with the success of our sellers,” he said. “This change is very consistent with that.”

This story was updated after it was first published to reflect the shares’ move in premarket and morning trading Thursday.

Email David Marino-Nachison at david.marino-nachison@barrons.com. Follow him at @marinonachison and follow Barron’s next at @barronsnext.