Does Wanelo Have a Target Audience?

Let’s take a dive in and try to make sense of Wanelo’s target audience.  Currently, the majority of the sites users are categorized as young and female.  Even though the digital shopping platform attracts many different kinds of people, they are not targeting any specific demographic at this time.  Rather they are focused on building a platform for shopping that is open-ended and powerful enough for anyone to use.  When we take a look at the landscape of the internet and the social media boom that has occurred in recent years, it’s seems obvious to say that teenagers and young adults are usually the target audience for new social platforms.  Even if a social network isn’t specifically targeting millennials and young people, they are the ones who have grown up during the rise of social media and often times make up the majority social network user bases.

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Image Credit: BI Intelligence

Wanelo’s focus is centered on pushing trends and highlighting products that the masses like.  When more users like a product, that product gets more and more exposure.  Because this is such an integral part of what Wanelo is doing, a large majority of their users are millennials because they are the consumers who are pushing and following trends.  The most popular styles and brands on Wanelo cater towards young people.  Even more so, the applications features cater to young females due to the culture that surrounds fashion and the strong correlation between women and fashion. Teens and young adults have grown up sharing their thoughts and ideas online.  This concept can be a bit abstract for older individuals because they simply aren’t as accustomed to it.  Millennials are often the ones posting products on Wanelo and pushing them to trend and in some cases they are the product makers and designers themselves.

In an interview, Sean Flannagan, VP of Product at Wanelo, had this to say when asked about the age groups that Wanelo appeals to other than teens,

“A lot of Wanelo users are in their 20’s, 30’s, and 40’s and beyond. Wanelo users definitely skew younger than users of other sites in this general category, but we at Wanelo are not doing anything to target a particular age group, and we’re seeing Wanelo appeal to a really wide range of people.”

It will be interesting to see how Wanelo’s user base continues to grow and evolve.  While they may not be targeting any particular demographic right now, they may have to as other digital social shopping networks establish loyal customer bases as competition.

Continue Reading About: The Surprising Facts About Who Shops Online And On Mobile

Is Wanelo a “Pinterest for Purchasing?”

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Image Credit: Smartz

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.

Can Wanelo Compete With Pinterest &Facebook? Find Out Here.