Episode 30 – The Yonanas story

In this episode Alex shares a quick story about a shift in how people shop online.


Hi, my name’s Alex Cleanthous, chief strategist at Web Profits. For those of you who don’t know me, I have a stutter and it comes out when I get excited… and this stuff is exciting.

Today I’m going to tell you a quick story about a shift in how people shop online.

Now my wife likes shopping online, a lot, but when I heard this story I knew that ‘shopping online’ has moved to a whole new level. Here’s the quick story.

A few weeks ago, my wife caught up with a friend of hers, who was telling her about how to make ‘ice cream’ out of frozen fruit (such as mangos, bananas and berries) using a blender – a healthy option.

That night, she was laying in bed on Instagram (as you do) and one of the health and fitness people she follows posted a photo of a really lush, creamy looking bowl of ice cream. In the comments it said that it was made from 100% fruit, with the hashtag ‘yonanas’.

So she clicked on the hashtag and up came all of these pictures with lush looking ice cream made out of fruit.

She then Googled ‘yonanas’, went to their website, found an Australian retailer, read about the product, clicked on the ‘buy now’, and paid with PayPal.

Now this last step was key – the fact that she could pay with PayPal meant that she didn’t have to type in her credit card information, or her address… all she had to do was login with PayPal and the transaction was done. Simple.

The most amazing part here is that the whole process from discovery to purchase took less than 6 minutes, in bed, from her smartphone. And we received the product 2 days later.

So what are the lessons here…

  1. If you run an ecommerce site you should promote your products through Instagram and Pinterest, using the right hashtags, with compelling images
  2. When somebody searches for your company or products on Google, you should appear, no matter what time of day it is
  3. You should have a mobile optimised site to make it easy for mobile users to browse your site, and
  4. You should have a PayPal option, as it makes it a lot easier to buy from a mobile phone.

There’s still a lot of discussion about whether ecommerce sites should invest in social media or not. Well, this story is just one example of how social media can drive sales. And you can bet that there are many more.

If you’ve got a similar story, please share it in the comments section below this video.

At Web Profits we help companies succeed online and we’d love to help you too. For more free information, or to get in touch, simply visit webprofits.com.au.

I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you in the next video.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.


  1. Steve Hughes says:

    Hi Alex, nice video, I am curious, do you think your wife would have been less inclined to buy if she had to enter her credit card details? If so, doesn’t that fly in the face of (so called) conventional wisdom that says paypal only sites result in a 20% higher customer drop out? Cheers Steve

    September 19th, 2013 at 5:20 am

  2. Alex Cleanthous says:

    Hi Steve. If she had to enter her credit card details she would not have purchased on the spot (and she may have forgotten about it altogether). And my point isn’t to say to use PayPal only, it’s to have PayPal as an additional option to standard credit card facilities.

    September 24th, 2013 at 2:59 am