Want + Need+ Love = Wanelo
A combination of three of the most commonly used words in shopping, Wanelo certainly lives up to its sophisticatedly simple syntax. The online community is an innovative addition to the digital retail industry, with 100% of their focus on products. Created in 2010, Wanelo now has over 8 million users and more than 6 million products featured on-site.
In telling their story, Wanelo cheekily declares that “Ecommerce is so ‘90’s.” They aim to “democratize and transform commerce” – making it less about online vs. offline and more about the changing digital times and advancing shopping experience.
Although comparisons to Pinterest may be made, Wanelo differentiates itself in several ways. First and foremost, it complements the image-based social network – not competes with it. Wanelo integrated Pinterest, Twitter and Facebook on-site, with Pin, Tweet and Like buttons on each page.
As shown above, Wanelo allows users to Save or Buy a product, as well as comment on it or tag a friend. Saving a product means placing it in a collection or wish list for later. Since Wanelo’s inception, over 800,000,000 products have been saved. Clicking “buy,” on the other hand, will take users directly to the product page on the retailers website – increasing conversions.
There’s also the option to follow people or stores. This presents an especially valuable opportunity for brands to connect directly with consumers who have chosen to follow them – those who already see value in their brand and want to stay in-the-know with products.
There are many well-known brands within the 200,000 stores on Wanelo. A few of the most popular pages include: Urban Outfitters, Forever 21, Victoria’s Secret, Nasty Gal, Free People, Anthropologie, Tom’s, Asos, Mod Cloth and Steve Madden. Users can also browse brands by price, or those specified for men or home design.
Entrepreneur reports that the most active demographic on Wanelo are college-educated females ages 18 – 34, with no children and incomes ranging from $30,000 to $60,000. Their iOS and Android apps likely give these users even more of an incentive to utilize the site.
Wanelo is on the cusp of success as retail trends swing up – eMarketer reports that US retail ecommerce sales will increase by nearly 15% this year, totaling $259 billion. Brands need to create an optimized digital presence now in order to reap the benefits.
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P.S. It’s pronounced “wah-nee-lo.”