Wanelo tests in-app purchases

Shopping website and app Wanelo is now testing an in-app purchase button.

Launched in 2011, Wanelo allows shoppers to upload product images of clothes, jewelry and other products from retail sites. Now, some products can be purchased directly on the app in what is effectively a complete online shopping experience, reported Re/code.

Clothing from retailers such as Nordstrom and Bloomingdale's were included in the list of brands available for purchase directly within the app.

Previously, Wanelo profited by deducting a small percentage of the sales made on other retail sites that recieved customers through Wanelo services. Purchase numbers could significantly increase as shoppers utilize the convenience of in-app purchases, meaning Wanelo's profits could go up as well.

"Wanelo is all stores in one place on your phone (currently 350,000 stores are on Wanelo), and we're 90 percent on mobile now," Karen To, Wanelo spokeswoman, wrote in an email to Re/code. "So it makes sense to test transactions. But what you see is just one of many beta tests we're running, and it's nowhere close to what we're envisioning for the long term."

Wanelo is one of several startups competing to build a mobile shopping experience.

The technology behind the testing platform is Two Tap, a tech startup that currently has relationships with more than 200 retailers looking to make their products available for purchase on an app.

Wanelo is quickly becoming an interesting partner for retailers trying to woo millennials. Nordstrom (NYSE:JWN) recently added video displays in stores to showcase the social shopping site. Nordstrom has 1.2 million followers on Wanelo, and teen apparel brand Urban Outfitters has 2.7 million followers.

For more:
-See this Re/code article

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