I interviewed José Matías del Pino, founder and CEO the Berlin-based start-up Ondango, which is forward-thinking and innovative and provides a social commerce solution for Facebook pages.
Me: Could you please briefly tell me about Ondango?
José: Ondango is beautifully designed shopping solution that allows brands of all kind to sell their products directly on their Facebook Pages. The idea behind it is simple: Companies are using their Facebook Pages as their main communication channel with their fans. With Ondango, they can also convert these fans into customers, using Facebook as a sales channel.
Me: What are the main benefits to your clients?
José: We have invested a lot of time and energy on the look & feel and the usability of our shops. Since Facebook is a new medium for e-commerce, we make sure that users see our shops as an integral, natural part of the platform. One example of this is the fact that users don’t need to install annoying apps in order to buy something from our shops. This has a tremendous positive effect on the conversion rate of the shops. Our customers sell more because their users love our shops.
Me: What has been your biggest challenge launching Ondango?
José: When we started, the team was just me and Claudio Bredfeldt, our CTO. Putting together a team of talented individuals who believe in our vision was the biggest challenge at the beginning. Today, our main challenges have to do with speed–how to to improve faster, to grow faster.
Me: How much do your clients pay for using Ondango?
José: Ondango is a SAAS product with three monthly plans with different features, starting at $9.99 per month plus a 5% commission on transactions.
Me: I’ve read your SlideShare presentation from startup camp about Social Commerce. What’s social commerce and how does this relate to Ondango?
José: We believe social commerce can be defined as COLLABORATION between PEOPLE in the context of E-COMMERCE. Given the fact that our solution exists within a social network, the main driver of traffic to the shops are recommendations from users. For example, if a user clicks on the like button next to a product, her friends will see a short description of the product with a link and an image, directly on their newsfeeds. These social recommendations are an excellent examples of people (Facebook users) collaborating (sharing cool products) in the context of e-commerce (from an online shop)
Me: What’s the future of social commerce?
José: All of e-commerce will be social commerce. Basically, social is the latest layer on the technology stack of the e-commerce industry. Staying with our definition of social commerce, we believe that there are three levels of collaboration between people in the context of e-commerce. Collaboration between buyers (Groupon, Pinterest), collaboration between buyers and sellers (Threadless, MadCloth), and collaboration between sellers (headliner.fm). Companies that enable these 3 levels of collaboration in a seamless way that is also fun for the end users, will dominate the future of e-commerce.
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