Case: Wupti Marketplace
Salling Group takes up the battle against Amazon with Wupti Marketplace
Denmark's largest marketplace
In 2015, Denmark’s leading retail company Salling Group acquired wupti.com and in 2017 Wupti Marketplace was launched. With the launch, Salling Group changed the vision for Wupti. They are not satisfied being Denmark’s largest online player within sale of consumer electronics and domestic appliances – they also want to be Denmark’s largest online marketplace.
With the launch of Wupti Marketplace, Salling Group takes up the battle against the foreign webshops, in particular the global marketplace Amazon. With Wupti Marketplace, Salling Group has further developed the webshop wupti.com into a marketplace which went live in June 2017 as a Danish response to the increasing e-commerce threat from foreign countries.
With the change from webshop to marketplace, Wupti has extended its product range significantly and at the same time made it possible for the customers to buy products from other sellers than Wupti. This allows the customers to choose between a multitude of products and have them at the best possible price among hundreds of sellers.
Michael Ejby, former Head of E-commerce at Salling Group
”In Salling Group, we have decided to take up the battle against Amazon, and it is therefore our ambition to make wupti.com the most attractive platform for webshops as well as consumers because only together can we make a difference in the battle against the large foreign players”
From 30.000 to 600.000 products
In the past year, and with the new vision, Wupti’s online product range has increased considerably. With an online product range of more than 600.000 products and up to 200.000 visitors every day, it is important that the marketplace can work fast and easily without being overloaded. As a result, focus has been on speed, usability and navigation to make Wupti Marketplace the customers' preferred place to shop.
Michael Ejby, former Head of E-commerce at Salling Group
”We are already happy with the results we have achieved together with the many good sellers we have aboard. Since the launch of the marketplace initiative, we have extended our product range from 30.000 to 600.000 products, and we look forward to welcoming even more Danish sellers and with it continuing extending the catalogue of products for the benefit of our customers"
Collects data from more than 100 different sellers
As mentioned before, Wupti Marketplace offers more than 600.000 products that are sold by more than 100 different sellers and Wupti.
The marketplace sellers can add their prices and terms to already existing products in the Wupti Marketplace. If the sellers’ products do not already exist in the marketplace, new products and related specifications can be uploaded to the marketplace. In this way, all the sellers’ products are available in the Wupti Marketplace on equal terms with Wupti’s own products.
The integration of product data from the many sellers and Wupti's own product system to the marketplace makes it possible for the customers to find exactly the product they are looking for. Subsequently, the customers can see and compare the prices from the sellers who offer the product – whether they are from Wupti or another seller. This allows the customers to be sure to always get the best possible terms for specific products.
Personalisation & cross-selling
In the Wupti Marketplace, the customers will be met by recommendations for products which are aimed at them personally via personalisation functions. In this way, the customers are presented with products which are relevant to them. This may help the customers save time and simplify their customer journey.
Wupti Marketplace also uses cross-selling to remove the customers’ troubles of having to search for accessories to a selected product. For example, on the product page for a Samsung Smart TV, the customers are informed about the related products under the headline ‘Do not forget the accessories’ such as antenna cable, HDMI cable and wall brackets.
Case details
Launched in June 2017
Platform
Webshop, PIM, DAM, CMS and Design
Functions & features
Responsive design, Elasticsearch, Quicksearch, faceted search, personalisation and cross-selling
Marketplace
More than 100 sellers and 600.000 products on the same solution
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