What Is OLX?
OLX is without a doubt the most popular e-commerce site in the
country at the moment, and also experiencing similar success in many other
developing countries such as Nigeria and India . India seems to be
where OLX has been most successful. Surprisingly, OLX became so popular that it
forced Google to shut down their similar online classifieds website
(Google Trader).
OLX does not own or control
any of the inventory that they list on their website. They simply act as
mediator that connects the buyers with the sellers. The money transaction is
completely handled by the end users; and OLX is not involved in any of the
transaction. It makes money by having users visit their website, watch
advertisements and also by paying them to promote the listings.
OLX STATS
· Site: Olx.com, OLX - Buy and Sell for free anywhere in Kenya with
OLX online Classifieds, Free classifieds
in India, Classified ads in India, Online Classified Advertising –
it varies according to each of the 40+ countries it operates in.
· Site
Age: 10 years since February 2006
· Founded
by: Alec Oxenford and Fabrice Grinda, now owned byNaspers.
· Category: Shopping/Classifieds
· Makes
Money Through: Google AdSense banner ads, Sponsored links, and Featured
Listing.
· No.
of AdSense Units: 2
OLX and many other similar online classified
advertisement websites don’t involve the sale of the actual goods through the
website. The website only provides a platform where sellers post their goods
and services for free. Other popular e-commerce websites in the in the country
which operate using the same business model as OLX include pigiame, nsoko, star
classifieds etc. The problem with such a business model is that it greatly
limits the income potential of these e-commerce sites since sellers rarely ever
accept to pay for a listing. This is why the e-commerce sites operating in
Africa and parts of Asia always offer free listing.
The undeveloped e-commerce environment in the
developing world causes websites such as OLX to miss out on the listing charges
that e-commerce giants such as Amazon and EBay thrive on. Surprisingly,Craigslist – which is
the largest classified advertisement website in the USA – does not have any
monetization strategy and it operates as a non-profit making website. So how do
you make money from a website that offers free service – Ads. Promoters want
those eyeballs irrespective of the source.
I decided to use OLX in this analysis instead of the local OLX - Buy and Sell for free anywhere in Kenya with
OLX online Classifieds. It seems as if OLX - Buy and Sell for free anywhere in Kenya with
OLX online Classifieds is still in its growth phase and they
haven’t put in place as many revenue generating strategies as there are on the
main site. I am certain they have not broken even considering all the adverts
they have around, yet they only make money through sponsored listing. The
adverts are going to increase in number gradually over the next few months,
once the locals become more accustomed to using olx as a daily commerce driver.
HOW MUCH DOES OLX MAKE?
So how much does OLX make in a month? Olx
makes money through three distinctively different advertisement methods:
1. GOOGLE ADSENSE BANNER ADS
OLX uses two Google ad units, one that is
persistent throughout on the left side of the site and one right before the
listings. It is pretty big, and I am certain that it generates lots of clicks.
So, how much do they get from Google AdSense? To estimate the amount of money
that can be made by a site through adsense this formula always gives a fair
approximation.
No of Ad units x Total page impressions per
month x 5$[CPM] / 1000
2. SPONSORED LISTINGS
Sponsored links are those links that you see
before organic Google search results. They are always labeled as sponsored
links. Google has also made it possible for listing sites to get sponsored
links on their sites. The sponsored links appear before certain listings in the
main site depending on the keywords targeted by the advertisers. Since the
amount that each click earns depends on an auction in Google Adwords, then it
would be very hard to make approximations or calculations.
3. FEATURED LISTING
A featured Ad on OLX allows your Ad to appear
right before all the other advertisements within the same category. Usually Ads
are placed in OLX depending on how recent the Ad has been placed or the search
terms used by the buyer. Featured Ads will always appear on top of the list
irrespective of these factors.
These are their charges per Ad:
Home Page Featured Ads cost $9.99 per week.
Top of the Listings and Search Results
Featured Ads cost $2.99 per week.
The Ad placement depends on complex algorithms
and it is therefore almost impossible to determine the number of featured Ads
that are on the site at a given time.
I assume that due to the site’s popularity,
there are thousands of featured Ads currently on the site and therefore earn
quite a sum from these featured Ads since they don’t have to share their
revenue with a third party as is the case in the first two options.
A listing site is one fantastic way of earning
a passive online income. OLX obviously makes much more than my approximation
across the world especially in India where it is very popular. OLX Kenya barely
makes any profit, or maybe even none since it is still at its growth stage. I
believe there is still a large opportunity for growth in the e-commerce sector
in this region.
An impressive share, I just given this onto a colleague who was doing a little analysis on this. And he in fact bought me breakfast because I found it for him.. smile. So let me reword that: Thnx for the treat! But yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If possible, as you become expertise, would you mind updating your blog with more details? It is highly helpful for me. Big thumb up for this blog post!
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