By Veronika Bondarenko Will buyers like the new Purchase Protection program as much as Etsy hopes? Much of e-commerce is often a push and pull between protecting buyers and being fair to sellers. While delivery speed and instant returns make a company attractive to consumers, companies can also run afoul when ways to improve efficiency become insurmountable for small vendors. At the start of this year, Etsy (ETSY) – Get Etsy, Inc. Report sellers went on strike after the handmade resale platform raised transaction fees by 30%. “Most Etsy sellers agree that the platform has gotten worse over tim…