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Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. Send news tips to ina@ecommercebytes.com.


6 thoughts on “Bonanza Launches New Seller Ad Initiatives”

  1. All these years and now they are thinking about advertising. These computer geeks should of been doing advertising a long time ago, but they waited until a few years of each year tripling their revenue to do this.
    The next eBay and sellers complain about low to NO sales on this site.
    “Reaction to the announcement was positive” Of course it’s positive. Bonanza monitors the responses and those negatives seem to disappear.
    Selling here is like selling on eBay, you are paying those higher fees, you go into black outs (basically you have to PAY TO PLAY) or you won’t be seen.

    1. “The next eBay and sellers complain about low to NO sales on this site.
      “Reaction to the announcement was positive” Of course it’s positive. Bonanza monitors the responses and those negatives seem to disappear.”

      I really like Bonanza, but the above is true.

      I have posted a few comments on their blog entries which contained mild critiques and/or suggestions and they have not be posted, left indefinitely in “waiting for approval” limbo.

      This policy reflects badly on, what is in most ways, a very well run and transparent corporation. They come off as looking thin skinned and closed to seller input. I completely expect this behavior from eBay, but did not expect it from Bonanza.

      Regarding this specific advertising campaign, I don’t think it will do any good for Bonanza sellers outside of those selling fashion products or home goods. For some reason, which Bonanza management will not discuss, they seem very focused on those areas at the expense of all others. Since I sell books, magazines and comics, obviously I would prefer they advertised more broadly.

      By targeting certain areas Bonanza management perhaps thinks they are spending smart, but I think this is a short sighted point of view. Success for their approach is that of being a niche marketplace, and I believe the site has much greater potential than that. And if Bonanza becomes known as a shopping destination for fashion goods, that will be a very hard identity to shake off if they hope to expand. They will run into the same problems that Etsy has dealt with in its expansion.

      1. JQ
        I think Bonanza is focusing on the Fashions because of all that clothing they purchased. Remember that they purchased clothing from sellers who didn’t want to take the time or wait to sell their fashions.
        That became a BIG Bust like the handbags section they tried.

        Bonanza needs to correct their mistake so why not benefit them when advertising and forget everyone that got them, employees and families their Freedom February work vacation on some nice, tropical island.

  2. Like any other platform it has good and bad. Sales for me are nothing to brag about, but on occasion I get a big sale on it that I wouldn’t have on other sites.

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