Is Wanelo a “Pinterest for Purchasing?”


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.


Urban Outfitters Live


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Urban Outfitters currently has 3.2 million followers on Wanelo , has 21.8 thousand products available for purchase through Wanelo, and is trending. Urban Outfitters has integrated Wanelo into their website and their mobile app for the most cross-screening possible. Through Wanelo users can then collect, post and shop products straight from Urban Outfitters’ website and mobile sites and applications. Urban Outfitters is claiming to have the most products on Wanelo today. Urban Outfitters sees 540 Wanelo saves per product. This is more than ten average engagements that a product sees on Pinterest. Urban Outfitters’ approach is to utilize as many additional opportunities available for marketers outside of the main social media channels.

“As consumers are moving online, they are faced with an explosion of choices,” said Deena Varshavskaya, CEO and founder of Wanelo. “What this means for retailers is that, in order to succeed, they need to not only be online, but also be where consumers are now making buying decisions.”

Not only is Urban Outfitters going to where people are making their purchases, they are also sharing behind the scenes looks into their company via newer social media channels like Periscope. Periscope, a live streaming app owned by Twitter, was recently launched in early 2015. Urban Outfitters again was one of the earliest adopters of a new social media channel and began marketing efforts through a new medium. Urban Outfitters’ UOLive campaign is where sponsored musicians and bands perform live, sometimes even at Urban Outfitter locations. Urban Outfitters streamed live performances, like of Jamie XX, on Periscope to give customers and followers an insider look. This new organic way of marketing gives followers a reassurance of the brand they are purchasing. Now whenever a customer goes to the Urban Outfitters website or searches Urban Outfitter products on Wanelo they can be redirected to each site. After checking out live performances by sponsored artists, followers can search the clothes they were wearing on Wanelo and share, comment, or save them to their wish lists. If they do so through the Urban Outfitter app, they will be redirected to Wanelo if they want to save the item or comment on it.  The customer can now experience the entire Urban Outfitter brand completely online and live.

Why Urban Outfitter Wagers on Wanelo for MCommerce

This post was brought to you by Adriannstuff. Check out my blog for more information about how your business can and should be using Periscope.