Sellers took a hit when Google went to a pay-to-play model for its Shopping engine in 2012, and now comes word that Facebook has acquired TheFind, which will close its online-shopping services in a matter of weeks.
TheFind had made extra efforts to make it easier for small merchants to get free exposure on its shopping search engine, such as
its move in 2013 to allow merchants who used any of over 30 different shopping carts to send product feeds to TheFind more easily.
As one seller told us, the loss of TheFind is disappointing since it generated a fair amount of free traffic to his website. (Look for more on Facebook's acquisition of TheFind in this week's Newsflash.)
The same loss of free exposure that is impacting online merchants is impacting online marketplaces as well, which find themselves having to pay for traffic. That often leads them to place more ads on product listing pages or to charge more fees to their merchants.
We know these changes away from free product search are impacting small sellers who don't have the kind of business or products for which it makes sense to run ad campaigns. But is it impacting shoppers?
TheFind once wrote, "Our search results are not based on who pays us the most money - instead our technology ranks results based on the best matches for your search. We want to give you an objective look into what is available online, and what your best choices are."
Are online shoppers finding the best matches when conducting product searches?
Bill Harding, founder and CEO of eBay-alternative marketplace Bonanza, shared his thoughts about the loss of TheFind and what it would mean to his merchants. While TheFind once accounted for 5% of sales, he said it had shrunk to become less than half a percent.
So how is Bonanza driving traffic to its site? In part by its army of sellers.
"Probably the biggest driver of "free" traffic to Bonanza are the coupons that sellers can offer to buyers," Harding said. "We use these coupons to reach out to buyers, drumming up interest in a seller's store."
Is it possible to overstate the impact of Google Shopping's move to a paid model on small sellers? And what works for your business for driving traffic?