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[INTERVIEW] Is Privalia the right marketplace for you?

25 July 2017

Here at Pentagon, we are committed to providing you with the best options for your business. Today we talk to Privalia’s Head of Marketplace in Italy, Aleksandra Olszewska, to investigate whether this is the right ecommerce platform to boost your business in Italy and Spain, and what are the five requirements needed to become a successful Privalia seller.


HI ALEKSANDRA, CAN YOU PLEASE TELL US HOW YOU HELP MARKETPLACE SELLERS?

At Privalia, we carefully select our sellers taking into consideration the quality of their products, their service excellence and the match their products make with our client’s likings and, obviously, their selling potential on Privalia. Once the sellers are onboarded, we guide them regarding prices and discounts and possible future production or purchases of goods that may be successfully sold on Privalia. Being a Head of the Italian Marketplace, I make sure that we only sign and onboard sellers that can generate attractive business on our platform. I also supervise the work of the Account Management team, who give all our retailers the necessary guidance and follow-up, so that they can sell more and more on Privalia.

ecommerce, privalia, international

[Privalia brief, 2017]

WHAT MARKETING AND PROMOTIONAL TOOLS CAN PRIVALIA OFFER SELLERS AND WHAT IS THE IMPACT OF THESE TOOLS?

Privalia is originally a flash sales model. Our home page, always full of promotions, receives thousands of visits every day (13-16 million, monthly). Sellers with a compelling offer are invited to participate in category and concept events on our homepage, and those who can provide a full campaign are welcome to launch their own exclusive branded events.

WHAT OTHER SERVICES CAN PRIVALIA OFFER TO SELLERS?

Privalia takes care of fraud monitoring and money collection for the sellers. We also provide customer service and fulfilment services for our sellers thanks to a selected range of partners.

WHAT REQUIREMENTS AND EXPECTATIONS DO SELLERS NEED TO MEET TO BE SUCCESSFUL ON PRIVALIA?

The standard service requirements to became one of our sellers is:

  • Offer good prices and discounts on products
  • Deliver within a maximum of 5 natural days
  • Respond to customers via email in maximum of 24h (on working days)
  • Be able to fulfil 98% of all the orders
  • Have <8% of returns (Privalia standard)

CAN YOU DESCRIBE THE DEMOGRAPHICS OF YOUR TYPICAL CUSTOMER BASE?

  • We have 12 million members in Spain and 10 million in Italy
  • We pride ourselves on our 14 million visits per month in Spain and 11 million in Italy
  • 80% of our traffic is organic thanks to the emails and push notifications we send to our members daily
  • Each of our platforms is always a localised: Spain only sells to Spanish customers – most of them from Madrid and Barcelona, and Italy sells to the Italians from Milan and Rome.
  • Our Average Order Value is around 60€ in Spain and 67€ in Italy. We consider our AOV as product plus shipping revenue without Value Added Tax.

HOW IMPORTANT IS MOBILE FOR YOUR BUSINESS AND WHY DO YOU THINK IT COULD BE SUCCESSFUL?

80% of our traffic is mobile, and 70% of our purchases happen in mobile. We were the first in Southern Europe to invest in mobile development, and it has resulted in being a very good move. Our members check the campaigns and shop at Privalia in every free moment they have (in their beds in the morning and at night, on the bus, at a break).

HOW MANY PRODUCTS ARE LISTED ON PRIVALIA?

We have about 120,000 live references constantly in each country, and the number is growing. We want to arrive at a million references in two years.

WHY YOU THINK THAT SELLING ON MARKETPLACES IS A GOOD IDEA FOR BRANDS?

Marketplaces are becoming crucial actors in the retail world. Throughout the years, we gained a lot of experience in ecommerce, and we have proved that we can generate traffic for our websites as we are professionals on the channel. We offer our sellers a significant opportunity to display their products to our massive audience. Our retailers do not need to be ecommerce proficient; they just need to have a good product and be able to deliver it to our customers, efficiently. That’s all.

More and more sellers want to embark on the marketplace adventure. Our task is to secure a network of collaborators that can provide the new coming players with excellent product integration, feed translation, fulfilment and cross-border shipping, and we are seriously committed to doing so.

 

THE OPPORTUNITIES OF SELLING ON PRIVALIA ESPAÑA

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