Etsy built their service platform on Cloud Run, reducing deployment time from days to under an hour. This platform is built on Google Cloud Run and streamlines the development, deployment, and management of microservices. This helped Etsy scale as their business grew. By migrating to the cloud, Etsy rethought their service development approach. They faced challenges like duplicated scaffolding and unsupported infrastructure. To address these challenges, they created a team of architects to craft a vision for how future service development at Etsy would look. The goal was to create a platform that decouples service writing from infrastructure. They chose Cloud Run to accelerate development. They focused on developer experience, language support, integration with existing services, observability, service catalog, security, and compliance. They faced challenges like VPC connector overloading. They learned valuable lessons like the sandbox feature, familiar observability tools integration, and security considerations. Their service platform successfully supported AI/ML innovation. Etsy continues to adopt their service platform throughout the organization. They are collaborating with Google and their internal GKE team to extend ESP’s tooling to support an expanding class of services.