Shopclues to spend Rs 40 crore in television ads targeted at sellers

While the ecommerce industry is abuzz with the advertising spend of etailers to attract customers, there’s news on the block that online marketplace Shopclues is all set to roll out a massive television campaign to attract sellers to its platform.

“Our latest advertising campaign will target smaller merchants and traders. The objective is to convince then to join online platform,” said Radhika Aggarwal, co-founder and corporate vice president, Shopclues, said.

The online player will shell out close to Rs 40 crore to stick to its objective of increasing merchant base to 5 lakh, from 1.25 lakh, by the end of this year. Shopclues has allotted another Rs 60 crore for its advertising spend.

It’s the first that an ecommerce player is spending so much to target sellers. Most of the advertising we have seen so far have been targeted at customers. They worked, so this would work too don’t you think?