|Tue May 1 2012 16:52:09|
What Lessons Can Be Learned from RubyPlaza's Closing?
By: Julia Wilkinson
|With its announcement of the impending Dec. 2012 closing of its recent offshoot marketplace RubyPlaza.com, RubyLane conceded that despite the initial excitement of the site, the traffic was just not there to sustain it. Ruby Plaza was designed to attract buyers and sellers of new items, as opposed to the strictly vintage and collectible items on RubyLane.com.|
According to this Ruby Lane blog post, traffic and sales on the site just never reached "an acceptable level." And the decision to make the site free to sell on through December 31, 2012, did not help enough.
"Despite our marketing efforts and site improvements, the traffic and sales activity on Ruby Plaza have not improved significantly. Therefore, we have made the tough decision to shut down the site permanently on December 31, 2012," read the blog post.
On the RubyPlaza Facbook page, sellers expressed sadness and also some frustration that there was not more marketing of the site.
RP Seller Wanda Bostick Little wrote, "I do believe that RP had great potential, had it been promoted and marketed more aggressively. Of course, I realize it's the seller's business to bring traffic to her shop, but there are also ways in which the venue itself can draw traffic." She also said she thought RubyPlaza could have benefited from courting sellers who left Artfire, and also could look to drawing in Etsy sellers.
Another seller said her sales on RubyLane remained strong, while one who sold Faberge-style eggs on RubyPlaza (which had not been allowed on RubyLane) said her "association with the Ruby venues will come to an end."
Do you think RubyLane could have done more to make RubyPlaza viable, or is this just another case that shows how difficult it is for a new online marketplace to attract shoppers? And if it is this difficult for a marketplace, does this show how difficult it is for a small seller opening their own marketplace?
What are your thoughts? Post a comment here!
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