The pieces are falling into place in Turkish private shopping market and vertical websites become the new area where competition is getting hot. Otto Group’s Turkish private shopping platform Limango prefers to compete by making new parts of its initial website, instead of launching new websites. The new part focuses on cosmetics and personal care and is called LimangoPINK.
Added to other vertical categories including LimangoTECH, LimangoKIDS, Limango Designers Studio and Limango Keyif, LimangoPINK offers men and women cosmetics as well as personal care products with private shopping model. While bringing a new touch to navigating through products with Limango MOVE, this new page of Limango aims to reach women who have a large dominance in e-commerce.
Limango started a separate discount-shopping category for Turkcell subscribers before and it seems that it does not want to let its members use other sites for main categories of e-commerce.
You may have noticed that we publish articles on new startups and investments instead of mew startups in private shopping. This makes me think that private sopping websites will make cross investments in vertical area.
Turkish internet ecosystem becomes popular as it gets foreign investment, but increasing competition might well start mergers and acquisitions in the sector.