Flash in the pan: why the private sales fad crashed and burned

Flash in the pan: why the private sales fad crashed and burned

Oh, ye of little truth. The co-founder of the private sales site vente-privee, Ilan Benhaim, recently told a crowded conference hall that his site added 10k users per day last year yet, rather surprisingly, doesn't pay for traffic. Apparently, it's all word of mouth in the private sales world. It's all buzz and peer-to-peer and social. Except, clearly, it isn't.

Unless, of course, someone else paid for this ad...

Google advert for vente-privee

I'm not surprised that vente-privee advertises, but we are a little surprised that Mr Benhaim felt the need to bend the truth like that. There's no way a site like vente-privee could possibly sustain itself without calling in the keyword cavalry. Why? Because private sales / members'-only sales / secret sales / flash sales (call 'em what you will, they're all the same thing) are inherently un-social, for these three reasons:

1. For your eyes only?

There's a common ruse when it comes to private sale e-stores. It's expressed differently from site to site but, basically, it translates roughly along these hoary old lines: "Our prizes are so crrRRRazy, our suppliers will only let us show them to our members." Now, admittedly, I had an extra portion of cynicism with our cornflakes this morning,


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