Cyber Monday is like the Super Bowl of shopping for e-commerce sites. As such, it’s usually not the day to roll out changes to website code. After all, a golden four-hour window during Cyber Monday could make or break or sales.
Etsy takes a different tack. For the 14-year-old marketplace, the biggest online shopping holiday of the year–when Etsy sees double the sales and search activity that it does on a normal day–is not off limits for code tweaks. Etsy continuously deploys code onto the site, sometimes as many as 30 times a day, says chief technical officer Mike Fisher. Continual deployment, he argues, helps keep the staff in the rhythm of making fixes quickly too. “I think that’s the best way to keep things stable.”