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Bonanza Opens Paid Search to All Sellers

Many online merchants are not satisfied to simply post listings and hope that shoppers will find them, even on marketplaces that draw traffic to their sites. That’s why Bonanza, which launched in 2008 to give eBay sellers an alternative selling venue, offers something called TurboTraffic Packs.

Previously available only to its monthly subscribers, TurboTraffic Packs are now available to all users. With Google Shopping’s move from free to fee and the highly competitive selling environment, many sellers are looking at new ways to get eyeballs to their listings.

Here’s how Bonanza explains it:

“In a nutshell, TurboTraffic increases our bids to display your products on Google Shopping, so that people searching for items like yours are more likely to see it and click through to your booth. Since people go to Google Shopping when they’re eager to buy, it translates to an extra burst of high-intent, high-converting shoppers coming your way.”

Sellers can pay a flat $24.95 to help themselves prevail on more competitive Google search terms, Bonanza founder and CEO Bill Harding explained. “We’ve launched TurboTraffic v1 directed only at Google (US and UK), but we plan to expand it to our other channels soon.”

Harding explained that the TurboTraffic Packs augment the buyer traffic sellers would receive from Google. “After buying the pack, no further action is necessary from the seller. In our first two days, we’ve seen the average enrolled store more than double sales per day compared to its daily average before TTP.”

On its website, Bonanza explains that sellers can view a graph of their daily/weekly/monthly booth traffic on their My Booth page. “When TurboTraffic is enabled, your graph will show which traffic came to you organically, as well as which traffic came to you as a result of your TurboTraffic Pack.”

Harding told EcommerceBytes that Bonanza GMV and buyers have grown proportionally, both doubling compared to the same month last year. GMV (Gross Merchandise Volume) is the value of goods sold by sellers on the marketplace.

“Seller count is only up about 50% since November 2014, which means our average seller is doing better this year than in the past,” Harding said. “Since we don’t spend much on seller advertising compared to buyer advertising, this result is in line with our expectations.”

We asked Harding what sellers who haven’t tried Bonanza in a while should know. “Our average seller today makes about twice the sales they did a couple years ago. We also now offer webstore functionality that is far more affordable than our competitors and lets sellers run a Bonanza store without final value fees.”

“We’re also the only marketplace that removes backgrounds from pictures (required for selling on Amazon). Our syncing features mean that running a Bonanza store alongside an eBay, Amazon or Etsy store is a snap.”

Any update on headcount, priorities, roadmap, etc., we asked? The company has 30 employees, and its roadmap is largely dictated by what they hear in their seller surveys – the next survey goes out in a couple of weeks, Harding said.

“Without that data, I can say that I’d like to see us remove at least as many features as we add during the next year. I think it’s important that we avoid the trap of becoming everything for everyone, thus growing bloated. We will build an experience that works ridiculously well for the target audience (small businesses) and cut whatever doesn’t help sellers make sales. This will keep our features potent as we mature.”

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.