All posts by huiyutsai

Selling couldn’t be more easy- just snap, list and sell on Carousell!

Have you ever tried selling things you don’t need anymore online? You need to go to an online shopping website like eBay or Amazon, create your own profile and start posting all the products you want to sell. When a transaction is made, it’s very likely that you need to pay a fee to the website. You think that’s easy enough? Now there is an even easier way for you to sell things just on your smartphone by using Carousell.

About Carousell: What is Carousell?

Based in Singapore, Carousell is a mobile classified app which provides an C2C online marketplace for its users to buy or sell things on their iOS or Android devices. Carousell wants to make selling and buying online easier. Launched in 2012, Carousell has been working on improving user experiences and providing better services. Sellers on Carousell can sell things simply by taking photos of the item, listing it on Carousell and then selling it without any expenses or extra fees. Buyers can search for things they want simply by scrolling down the Carousell app. Once they find something, they can chat with the seller immediately and make the transaction as soon as possible. Until now, Carousell has become one of the world’s fastest growing online marketplaces. We can see Carousell providing services in 13 cities with over 41 million listings, including a diverse range of product categories like fashion accessories, lifestyle gadgets, and furniture.


Business model: How does it work?

Carousell provides a platform, a C2C online marketplace for its users to sell and buy things just with a few simple touches on their smartphones. There are two types of users on Carousell: sellers and buyers. Sellers take photos of the items they intend to sell, list them on Carousell and wait for buyers’ inquiries. Once buyers find the ideal item, they can send a private message to the sellers and discuss about the detail. Carousell doesn’t charge any fee on either seller or buyers regarding all the transactions. The service is completely free. However, how do Carousell make money? At first, Carousell is backed by international Venture Capitalist like Rakuten Ventures, 500 Startups and Golden Gate Ventures. They don’t charge users any fees because they are more focusing on growing its user base and market share. With more and more users using Carousell, now they are looking for ways to monetize their services. By making money through paid advertisements and premium services for users, Carousell is trying to generate revenue without the help of venture capitalists.

Efficiency Criteria

Carousell creates value and achieves joint profitability with its users. Sellers can get rid of the things they don’t use anymore or sell products on the platform Carousell provides, without paying any fee. Buyers can get what they want with an affordable price. C2C commerce no longer has to be processed by computers or laptops. All the product inquiries and transactions can be done on their mobile phones. Carousell not only provides a marketplace where people can trade, but also offers convenience so as to reduce the time and effort people spend. Meanwhile, users also give value to Carousell by creating a bigger user base. With a bigger user base, Carousell have more data for big data analysis and can sell advertisements to make a profit.


Tan, C. & Ming, C. (2016). Classifieds app Carousell exploring premium listings, services to bring in revenue. Retrieved from: on 2017/3/9

Russell, J.(2016). Southeast Asia-based Carousell raises $35M for its social commerce app. Retrieved from: on 2017/3/9

What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature

As a consumer, when you go to a website to do some online shopping, where would you seek product-related information? Would you turn to marketer-generated sources and look for third-party certifications, or just simply looking for related information online? Nowadays, with the advancement of technology and social media, consumers rely more and more on the Internet for information searching and retailing. As a result, electronic word-of-mouth (eWOM) has become an increasingly popular topic among companies and researchers.

eWOM refers to “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet.”(Hennig-Thurau et al., 2004) Many existing researches have been working on understanding eWOM. However, do we really know about how eWOM works? Since there is no consolidated synthesis of what we know, King, Racherla and Bush (2014) decided to integrate prior works on this topic and provide a systematic review of eWOM. By reviewing over 190 studies, they conducted a multi-dimensional analysis of eWOM, and the following are some important implications that might be useful for mangers who are trying to manage their online reputation.

In the study, the authors studied the characteristics of eWOM and how these characteristics lead to the dynamics of eWOM. About what motivates people to talk online, the authors point out apart from incentives that motivate traditional WOM like economic rewards and follow-up invitations, volume of messages also plays an important role in motivating consumers to engage in eWOM. If a product possesses more reviews, then it’s more likely to attract more reviews. Moreover, consumers’ willingness to write reviews is positively associated with the level of disagreement with professional review writer, which shows consumers’ attempt to help other consumers when it comes to decision making. On the other hand, studies also show that consumers engage with a community also because they can benefit from the collective creativity. By interacting with other members in the community, it actually helps individuals form new ideas since they are able to see the various ideas and experiences from others. With these insights, firms can take actions to build a better environment for eWOM and encourage consumers to post.

This paper helps us synthesize what previous works say about eWOM. From the paper, we know about what would make an individual actively participating in providing eWOM. With deeper understanding of eWOM and what makes people contribute to it, it becomes easier for marketers to engage consumers in generating eWOM. Managers should keep in mind what are the factors that may affect the dynamics of eWOM. By providing the right kind of environment and stimulus, they might be able to encourage consumers’ willingness to post reviews and build their brands and products even further.



Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing18(1), 38-52.

King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing28(3), 167-183.

Foodfully – No worries about having spoiled food in the back of the fridge ever again

Have you ever encountered a situation when you can’t remember what foods are exactly in your fridge? Do you know people throw away 40% of food they buy at store on average? Foodfully appears as a savior to those who don’t want to throw out food because it becomes spoiled in their fridge and helps them reduce food waste.

What is Foodfully and what can it offer?

Foodfully, developed by a company based in Davis, California, is an app that can help users track their food purchase history and record what’s in their fridges and when the food will expire. The app automatically updates users’ grocery purchases and keeps track of the expiration dates. When the food is likely to go bad, the app will send out notifications to remind their users. And when users are trying to cook with those ingredients, the app will show recipes that prioritize the food that will spoil soonest, which saves the users a lot of time. In addition, Foodfully also partners with several grocery stores like Amazon fresh, Kroger, Safeway to connect their grocery shopping and promotions. By reducing waste and getting more discounts, users of Foodfully get to save more money.


The business model of Foodfully

Foodfully provides food tracking and online recipes for its users, reducing the time and effort they’ll need to record what kinds of food they have in the fridge and when the food is going to spoil. For Foodfully’s business model, there are two types of users, namely free-tier users and paid-tier users. Because the app is completely free for free-tier users, Foodfully makes revenue through sponsored cooking and recipes content. They also sell advertisements that can be seen by all its users to companies that serve food-related products. And for its paid-tier users, the app makes money through linking content like purchases and meals selected to health platforms that require food and nutrition accounting, and integrating with fitness wearables.

Efficiency criteria

By the services it offers, Foodfully is able to create joint profitability with its users. Users can use the app to remind themselves what food is going to waste and reduce the chances of wasting money by throwing away spoiled food. Moreover, by looking at the recipes Foodfully provides, users are also able to save time and effort thinking about what dish they can make with those food. In this case, users gain value by saving time and effort; meanwhile, they give value to the company by providing valuable personal information about what food they buy and what kind of dishes they prefer. On the company’s side, foodfully gives value by providing unique services to those who don’t want to waste food, providing accurate personalized recommendation of recipes and advertisements according to the information users provide on the app. The app also gains value by making money through advertisements and sponsored contents.


Füller, J., Mühlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems26(3), 71-102.

McGuire. B. (2016). Automated food tracking – know when your food is going bad and how to cook it. Retrieved from : on 2017/2/15