Doubling GMV While Enhancing Traffic Quality Year After Year
Joom is an e-commerce platform selling products from Asia and Europe with 400 million users. Twenga, a CSS, helped Joom increase visibility on Google Shopping Ads and expand to other territories. With Twenga’s support, Joom saw significant growth in GMV, AOV, and traffic, while employing a cost-per-acquisition model and leveraging new acquisition channels.
About Joom:
- Description: Joom Marketplace is an e-commerce platform and mobile app founded in 2006 that sells multi-vertical products from Asia and Europe. The app was downloaded 150m times by the end of 2020 with 400 million users worldwide
- Markets: Worldwide
- Headquarters: Lisbon, Portugal
- Website: www.joom.com
About Twenga:
- Description: Twenga is a Premium CSS that supplements merchants’ strategies on Google and Bing Shopping ads through its proprietary bidding algorithm, which drives incremental sales.
- Markets: Portugal, Spain, France, Italy, Switzerland, Germany, Austria, Poland, UK, Ireland, Netherlands, Belgium, and Sweden
- Headquarters: Paris
Goal:
Joom’s primary goal was to increase visibility for their products on a very saturated space like Google Shopping Ads at a specific ROI
Approach:
- We integrated Joom’s feed into the Twenga platform in 2020 by a Server-to-server connection indirect. Working closely with their mobile tracking supplier to ensure our tracker was in place for their in-app sales.
- The client supplied Twenga with additional business intelligence data within the feed that Twenga could plug into its algorithm and helped to bid more accurately on unexplored opportunities
- In 2021, Twenga expanded to other territories
- Twenga launched a parallel self-managed campaign to Joom’s in-house. Analyzing the client’s presence in the channel, Twenga leveraged its different bidding logic to predict conversion rate and basket value at the product level, to bid at the optimal CPC value in a different set of products and segment of audience.
What Joom is saying about Twenga:
“We’ve been working with Twenga CSS and Price Comparison for the last 4 years. They’ve consistently grown our GMV year after year while keeping our ROI on track. We’re happy with the close collaboration we have with them and the way they adapt to our business needs with flexibility.”
Dmitry Panteleev
Head of Digital marketing / Data engineer
Results:
- GMV increased by 122% (2022 vs 2023)
- We’re working on a CPS model: AOV was increased by 25% from last year (2023) while slightly increasing the conversion rate by 0.5pp
Tools Used and Optimizations:
- Direct integration on Twenga’s platform
- CPA (Cost Per Acquisition) model at different levels allowed Twenga to acquire traffic according to their vertical needs.
- Twenga’s algorithms and constant communication with the client align with other acquisition channels, creating a cohesive and effective campaign.
+122%
GMV 2022 vs 2023
x2
Traffic YoY
improving CVR +0.5pp
+25%
AOV YoY
Key Takeaways:
- Utilizing Comparison Shopping Services (CSS) can complement any Shopping Ads strategy without overlap.
- Adjusting commission rates is a strategic approach. Increasing commission rates in targeted product verticals can directly enhance campaign performance by allowing the CSS to reinvest more effectively.
- Employing a Cost-Per-Acquisition (CPA) model minimizes risk for the merchant.
- New acquisition channels will soon be available for the client, including listing Joom’s products on Twenga Price Comparison Sites across multiple markets.
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