What in the World Wide Web is Wanelo?
Retailers who look to top brands, like Nordstrom for example, for digital best practices, e-commerce tips and conversion rate optimization tactics may have come across Wanelo and wondered what in the world wide Web is it?
Nordstrom, for example, includes a Wanelo widget on its product pages directly next to popular sharing icons like Facebook and Pinterest (see image), even choosing to prioritize the Wanelo widget higher than Twitter and Google+ (as shoppers have to click +More to see those options).
So who or what is Wanelo? Well, for starters the name comes from a play on want, need, love (pronounced phonetically as "wah-nee-loh"). It was born in tech capital San Francisco and, for shoppers, Wanelo is a way for them to search and follow their favorite stores in one place. In short, it's a social discovery site (think Polyvore), which requires users to be signed in to use. (To increase sign-ups, however, Wanelo does offer social login.) Once they are, they can search, save and buy from a collection of 20 million products from 350,000 stores. The stores range from small Etsy sellers to the aforementioned Nordstrom. But, what does Nordstrom get out of Wanelo and why do they have its widget on each of its product pages? Well, Wanelo receives nearly 1 million unique visitors a month (see image) and products on Wanelo receive an average of 140 saves - compared to Pinterest which, according to Wanelo information, only generates 10 pins per image (and, of course, images can be products, articles, etc.).
Retailers - really operations of any size - can participate in a few ways. Those running their e-commerce businesses on Shopify can apply to sell directly on Wanelo to millions of active shoppers. Internet retailers can also - with just a few lines of code - add the Wanelo save button directly to their product pages. The save button, according to Wanelo, has been known to result in a 100-300 percent increase in revenue driven by Wanelo.
Although Wanelo has received a lot of mainstream press (and some tech coverage), it's flown under the digital radar for many e-commerce marketers who may want to seriously considering getting in on the social shopping party.