A third of doraly.ro’s online sales are wholesale

Aurel Dragan 10/09/2018 | 14:30

Wholesale trade has moved online. At least this is the analysis of sales recorded on the doraly.ro platform, the first markeplace with flexible prices in Romania. Between June and August this year, 17 percent of online shop orders were wholesale and accounted for 37 percent of the total sales of the digital platform.

“We are happy to see, from one month to the next, how demand for wholesale products grows on doraly.ro and that we are contributing to the evolution of online consumer habits. The fact that during the summer, at least one third of the turnover comes from the wholesale, is due to the fact that doraly.ro has been perceived, since the launch of the platform, as a wholesale and wholesale market, structured on a unique concept where unit prices decrease as the quantity ordered increases. In the virtual store, I basically replicated what customers find on the store shelves of Expo Market Doraly, a commercial park recognized for wholesale trade,” said Alexandru Rusu, Doraly CEO.

Sales analysis of doraly.ro shows that most of the wholesale orders came from Bucharest – 16.8 percent of the total, and in the country, the concept of flexible prices according to the quantity ordered was best received in Timisoara and Valcea, counties which re-branded with over 15 percent of total wholesale requests.

Decorations for events are best sold wholesale

Home and family products are among the top of preferences on the doraly.ro platform. Most clients preferred to buy large quantities of decorations for events (weddings, baptisms, various parties). Wholesale orders were also recorded among tableware, textiles, sanitary and electrical products, small home appliances, electronic and car accessories, and house automation.

Most of the big orders on the market during the summer were placed by pensioners and restaurant pro-floodgers, who start preparations and refurbishments for the winter season, as well as those who deal with corporate catering and food truck fairs that buy in especially, HORECA supplies.

Half-price discounts for buyers and large volumes for retailers

“The customers of doraly.ro have understood that they make important savings if they require larger quantities; Starting from this idea, we created flexible pricing on the platform – each product comes in four price variations, decreasing compared to the quantity purchased. Thus, wholesalers during this period benefited from reductions of 5-50 percent of the piece price and received the orders in one delivery. Creating this benefit, along with a well-structured range and a flexible payment term, are key to supporting wholesale on a marketplace,” said Rusu.

And traders entering the online wholesale market and displaying their products for sale on the market capitalize on a number of benefits: selling more volumes to a growing customer base, taking advantage of the online marketplace effect of a complete logistics system, but also by the exposure generated by the platform’s marketing team.

In August, the doraly.ro platform marketed a range of about 40,000 products and aims to exceed 100,000 by the end of the year. The online store includes products ranging from household items, lighting and electrical items, sanitary ware, office equipment, DIY, garden products, to sports goods, tools and tools, furniture, but also food and beverages.

The wholesale market of Doraly’s commercial park has grown steadily over the years. The total turnover of companies operating in the commercial premises of Expo Market Doraly totaled over EUR 780 million last year, up 8.5 percent over the previous year. In 2016, turnover amounted to EUR 719 million, up approximately 15 percent over 2015.

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