Yummly has a taste for mobile commerce.
The recipe aggregator announced this week all of its millions of recipes will showcase cookware products for consumers to purchase on Amazon.com. The integration is now available in its iPhone app and soon, Yummly will roll it out to its Android app and website says Ankit Brahmbhatt, head of product at Yummly.
“We’re inspired to be a one-stop shop to make these recipes actionable,” he says.
Brahmbhatt says the products the app shows will be relevant for that recipe. For example, if a consumer is looking at a taco recipe, the app will show her a 12-inch nonstick skillet at the bottom of the page that she can purchase off of Amazon. If she taps on the product, she is taken to a product detail page within the Yummly app with more information about the skillet such as size, the Amazon star ratings and the customer reviews. At the bottom of that page is a “Buy off Amazon” button. If the consumer already has the Amazon app, it will open to that product page within the Amazon app so she can complete the purchase. If she doesn’t have the Amazon app, Amazon’s website will launch. After she makes the purchase, Amazon will stay open or she can hit the back button to return to the Yummly app.
Yummly receives a high single digit percentage of the sale if the consumer makes the purchase, Brahmbhatt says.
Yummly can use the Amazon purchasing data to better personalize recipes that show up in a consumer’s feed. For example, if a consumer purchases a high-powered blender, Yummly will then show the consumer recipes that need that product to cook it, such as a kale smoothie.
“With the introduction of our commerce and personalization, we’re excited for those additional revenue channels and to add more value for the customer,” Brahmbhatt says. Yummly makes the bulk of its revenue via advertising, such as promoted recipes, he says.
The number of products Yummly shows varies per recipe, he says. For example, if a recipe is for a milkshake, Yummly may only show a blender, but if the recipe is for a complex lasagna, Yummly may show five or six products, Brahmbhatt says.
Yummly selected a few thousand Amazon products to showcase. It typically chose ones with the best reviews, best-sellers and ones that are available for Prime two-day shipping, Brahmbhatt says.
“We know the kinds of recipes people are gravitating toward and we analyzed the products associated with those recipes to help inform the decision,” he says.
It took six months for Yummly to integrate the Amazon products on its app, which was both an automated and manual process, he says. Yummy has an in-house content team of about four or five people that helped with the process of selecting products and pairing the recipes with them, he says. Amazon also provided Yummly access to software to help the process, he says.
Yummly decided to first roll this out to app users to get a good feel for how consumers are using it, Brahmbhatt says. It’s easier to gather accurate data from app users, since they are automatically logged in to their account, he says. Yummly has 18 million monthly unique users across all of its platforms and since last year, 1 million consumers created a Yummly account every month, Brahmbhatt says. He declined to share app-specific metrics.
Every recipe on Yummly is also integrated with Instacart Inc. so shoppers can purchase the ingredients for the recipe. Yummly is open to having Amazon power some of the food options, however that is not an option now, Brahmbhatt says.
Amazon.com Inc. is No. 1 in the Internet Retailer 2016 Top 500 Guide.Favorite