Dive Brief:
- Wanelo, a mobile social shopping app, has been testing an in-app buy button in recent weeks, according to Re/Code.
- Wanelo's 11 million users can load, like, and save photos of desired clothing, but have to leave the app to make a transaction. Using the new buy button, they will be able to make a transaction with retailers in its app.
- There are currently 350,000 stores on Wanelo, which is 90% on mobile.
Dive Insight:
It's a basic rule in e-retail: The more time it takes for a shopper to complete a transaction, the more likely they will abandon the purchase altogether. Making users open a separate app to buy that newly discovered item of clothing is obviously restrictive for the company, which receives a small cut of sales from any purchases made by customers from Wanelo.
Streamlining this process can only help Wanelo succeed in the long run as a service that encourages browsing, rather than searching for specific products. If it is able to bring all of the 350,000 retailers it currently is working with onboard, Wanelo may even be creditable competition to Amazon.
