Dive Brief:
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It’s now possible for shoppers to buy items directly from social media shopping site Wanelo’s mobile app. Wanelo says that 90% of its activity is through mobile.
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About 200 retailers, including Urban Outfitters and Nasty Gal, can now sell items directly using Wanelo’s buy button.
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Previously consumers had to click to a retailer’s site to buy what they had flagged as a desired item on Wanelo.
Dive Insight:
Facebook and Twitter are two social media sites that have experimented with a “buy button” that makes it easier for shoppers to buy directly without transferring pages. But Wanelo is a social media phenomenon whose users are already primed to shop — the whole point of Wanelo is to browse and favorite desired items. It could be a sweet spot for retailers on mobile.
"Many retailers aren't even optimized for mobile and even those who are often don't have a satisfying experience," says Wanelo founder and CEO Deena Varshavskaya. "Just the act of sending someone to a mobile site from the app creates a barrier that might keep someone from buying. Wanelo eliminates that friction."
