Wanelo was launched in 2012 and has been described by many as a future for commerce. This is understandable as the company’s slogan is “The digital mall for your phone”. The site currently has over 12,000,000 products posted for more than 300,000 stores. This includes both large established brands and independent sellers similar to those found on Etsy. With more than 11,000,000 users across their mobile applications and traditional web platform, it’s hard for companies to ignore the position Wanelo has taken as major social channel and the marketing potential that it holds.
As a social platform, Wanelo allows users to shop and share what products they purchase and prefer with various communities with the user base. Brands and retailers are manage and operate their “store pages” while engaging the the Wanelo community using comments and stories. They are also able to see valuable information such as which of their products are trending or being talked about most. More recently, retailers and brands have started to add the “Wanelo Save” button to their own e-commerce websites. This is a huge, excited breakthrough for Wanelo.
It’s hard not to compare Wanelo to other social media applications and comparison is important as we continue to understand what makes the network unique. The obvious and most prominent comparison made with Wanelo is the application, Pintrest. In September of 2015, the social giant reported that the platform had more than 100,000,000 MAU’s. This epic milestone was revealed first in a report by the New York Times. While Wanelo is working hard to catch up to Pinterest in terms of usage, they are not aiming to emulate them.
In a 2013 interview with TechCrunch, Wanelo’s founder and CEO Deena Varshavskaya had some very interesting things to say when asked about the comparison between her, at the time, “hot startup” and Pinterst. When asked to address the idea that Wanelo was simply a “Pinterst for things you can buy” Varshavskaya had this to say,
“I think comparing is fine but we are not defining ourselves a s a “Pinterest for X”. There are companies who have done that, we are not. We are, from the very beginning of the of the product and the company, exclusively focused on solving commerce and reorganizing commerce around people.”
Video Source: Wanelo Makes Shopping Social
While it sounds like Wanelo is focused on differentiating themselves from Pinterst, the fact remains that the two are competitors and a vying for users who are interesting in browsing lists of products and ideas that others like and find worth sharing. However it is important to note that Wanelo is specific to items that are available for direct purchase only. With Pinterest, users can share or “pin” anything such as recipes, tips, tutorials, clothing, etc.
It will be interesting to see how the two social channels continue to compete with one another and differentiate themselves. Even though both might not be trying to emulate one another, they are most definitely aware of one another.