Today we talk to our Managing Director Middle East and Africa (MEA), Zornitsa Dobreva, who provides tips on how to generate online success on Privalia España, one of Spain’s leading online ecommerce platforms. Zornitsa has been working at Pentagon for over six years and is currently focused on developing the Company’s relationships with new international marketplaces.
I work closely with many international marketplaces, as well as partners who help us make the whole international experience seamless.
I am also responsible for the Pentagon’s Merchant of Record solution, a solution which takes away the pains of international selling by managing everything from marketplace contracts to returns. This means I make sure that Pentagon are present in a large number of territories, by knowing the local market inside out and understanding all the capabilities to trade there.
Privalia España is a marketplace for heavily discounted products, and they are well known for their flash sales. This is a great platform for brands that want to clear large volumes of previous season’s stock.
Some key features of the platform include:
Yes, that’s correct. Along with the current model, Privalia España is launching a new model starting from August 2017, so that merchants can sell directly to the final buyer. Under this new model, sellers can include their own invoice and logo and have B2C relationship with the sellers.
This model does not come as a surprise as it is a natural evolution from their initial flash site model, where they are the MOR, but offering other merchants’ products and the standard marketplace model will be introduced in August.
Since Privalia is a flash sales site, merchants who are able to offer 40%+ discount are a fantastic fit, and I would strongly recommend Privalia as a platform for expansion. The company also have a very strong presence across local social media and all of their deals are heavily promoted, so merchants are able to sell large volumes of stock, quickly by taking advantage of Privalia’s excellent marketing capabilities.
The international sites are in Spanish and Italian, so merchants should ensure all products are translated into these two languages. The same applies to customer service; you need to provide Spanish and Italian customer service within 24 hours to sell successfully across the platform.
Quick delivery is also important, and free delivery is preferable. Privalia expect order confirmations to be sent out within 24 hours and delivery between 2-5 days.
There is one more thing – Privalia are asking for a minimum number of items on the platform which is 50, so make sure you have enough stock to put of the site.
Fashion is the biggest category on Privalia, with sports being a very important sub-category. Any baby, home and beauty products would also do well on the platform.
In terms of pricing, the ideal product would be of an average price (not a cheap one and not a high end one) with a discount of at least 40%. Some of the brands that are doing well on the platform include Nike, Lacoste, Mango, Calvin Klein, Converse and Samsonite.
Even though Privalia have websites in all of these territories, only two of them, Spain and Italy, are open to international sellers. The rest are Privalia flash sales sites and are not open to other merchants. Up until recently, the only available site was the Spanish one, but about 6 months ago, the Italian site opened up to international sellers as well.
Oh yes, definitely. Mobile is very big for Privalia. They have about 20 million+ subscribers on their site, and more than 10 million downloads of their mobile application which is available across many different devices and operating systems.
As mentioned before, Privalia have put a lot of effort into both social media and mobile. They target young people who would be checking their devices regularly for the latest deal, so my advice would be to try and get the most out of it, by participating in the daily deals programme. To do so, sellers need to be able to offer very attractive discounts.
If you would like to find out more about selling on Privalia, you can get in touch with the Pentagon team by emailing: firstname.lastname@example.org or calling: +44 (0)20 8940 5392.
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