It was only a few weeks ago that shopping-focused social network Wanelo launched its Buy on Wanelo button that enables shoppers to click and buy directly on the social network. But Wanelo is already making a big push to expand the number of merchants selling on the platform.
The social network announced today it launched the Wanelo Shopify App in e-commerce platform provider Shopify’s app store that aims to make it easy for Shopify users to add the Buy on Wanelo button.
The app enables Wanelo to plug into the merchant’s inventory so that when a consumer clicks to buy directly on the social network that order automatically appears on the store’s Shopify fulfillment dashboard.
With roughly 8,000 Shopify stores already active on Wanelo, the move could significantly boost the number of merchants selling directly on the social network. The Shopify retailers that have already begun selling on the site include Seldom Seen, Fizzm and Rebeleer. They join about 200 other retailers selling on Wanelo, including Urban Outfitters Inc., No. 48 in the Internet Retailer 2014 Top 500 Guide, and Nasty Gal Inc., No. 113.
Wanelo charges brands commissions that range between 10% and 15%.
Wanelo says its users can buy more than 500,000 of the social network’s more than 20 million products. The items that shoppers can buy directly on Wanelo feature a Buy on Wanelo button, rather than the social network’s standard Buy button that takes consumers to a retailer’s site. After a shopper clicks on the Buy on Wanelo button, she can then select her size and color, and then tap the Place Order button to complete the purchase, which Wanelo will process.
The social network, which says 90% of its traffic is mobile, says it found in early tests of Buy on Wanelo the conversion rate for shoppers who bought within the app was about three times that of those who clicked to a retailer’s site.
Evolving from a strict social network model into an online marketplace is a natural next step for Wanelo given that the move eliminates unnecessary “friction” for shoppers, says Deena Varshavskaya, Wanelo’s founder and CEO.
“The marketplace model simply makes it so that when a customer finds a product she likes, she can very easily buy it right on Wanelo, which increases the conversion and the likelihood that she will complete the purchase,” she says. “The social aspect of Wanelo and the marketplace go together incredibly well.”
Wanelo is hardly alone among social networks making e-commerce pushes via Buy buttons. Tumblr, for example, announced earlier this month users who post links from four sites—online marketplaces Etsy and Artsy, fundraising site Kickstarter and volunteering organization Do Something—will automatically see “action” buttons appear in the top-right corner of posts that let consumers Buy, Borrow, Pledge or Do Something. That followed Facebook’s July announcement that it was testing a Buy button, which enables the social network’s desktop and mobile users to click the button on ads and page posts to purchase a product directly from a business without leaving the social network. And Twitter’s September announcement of a test that lets retailers, nonprofits and musical artists add a Buy button to their tweets. Both Facebook and Twitter tell Internet Retailer that their efforts are still relatively small-scale tests.