Sulit Hits the 2B Page Views Mark

Sulit.com.ph is the local equivalent of EBay. In other words, it is an online classified ad.

Sulit provides a venue whereby sellers of virtually any stuff and/or service can advertise their wares on the internet. And it also allows buyers to search for anything and everything they may need.

Sulit provides a venue whereby sellers of virtually any stuff and/or service can advertise their wares on the internet. And it also allows buyers to search for anything and everything they may need.

It provides a venue whereby sellers of virtually any stuff and/or service can advertise their wares on the internet. And it also allows buyers to search for anything and everything they may need. Based on my extensive use of both EBay and Sulit I can tell you this much. The latter has a wider range of products and services than the former. Whereas the latter usually only caters to individuals living within the Philippines.

Background

Sulit.com.ph is the brainchild of RJ David and company. The initial concept was to utilize a classified ads approach to determine which areas of buying and selling were to be included (and excluded). Just like EBay. However, after a few months of operations it became clear that the classified ad approach was a far better fit to the Filipino market. Hence, the same was retained.

Earlier Problems

Sulit.com.ph had its fair share of problems. In my opinion the first few years were plagued by unscrupulous sellers who failed to deliver the agreed upon item or who delivered a sub standard one. As such, the credibility of buying and selling was put into question. Aggrieved customers could not find suitable redress of grievances with Sulit.com.ph hence the growth, albeit significant was hampered.

Then Came the Television Commercial

2012 marked the highest point of Sulit.com.ph. Effective marketing techniques as well as a widely publicized video commercial starring Lourd De Veyra uttering that catchy three liner “Hanap, Usap, Deal” is widely recognized as the trigger for the 2Billion Page Views. It not only increased the visibility of Sulit.com.ph but also increased its credibility. In my opinion, this is in large part because of the high esteem a lot of Filipino’s regard the quirky Lourd De Veyra.

Points for Improvement

In my opinion, one noted shortcoming that has yet to be fully addressed is the lack of or lax ranking system for buyers and sellers. If you are an EBay buyer like me, you understand that a seller who has a “platinum” or “best seller” account can be trusted 95% of the time. These sellers usually need to rake in hundreds of satisfactory sales in order to be recognized as such.

In case of Sulit.com.ph there seems to be very few sellers who get ranked with hundreds of sales. This is because the ranking or comment system is inadequate or poorly enforced. In my mind, once this system is fixed then 2 Billion page views will seem like a drop in the bucket.

Analysis/Secret to Success

The commercial served as a catalyst, but it is not the only reason for Sulit.com.ph’s success. One must also remember that the same company aggressively conducted social media campaigns to increase visibility and relevance. Some of these measures include:

  • Sulit.com.ph Forum: this catered to the online community in general, and not only the buyers and sellers. As a result, the goodwill of the business increased tremendously.
  • Newsletters: Since prior membership is required before a transaction can be completed Sulit.com.ph had contact information i.e. email address of its patrons. They took advantage of the same to send regular newsletters, alerts, updates.
  • Other features i.e. Trivia, Currency, etc.
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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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