Perth-based online lifestyle magazine YsAustralia launches two new websites to take on Amazon

Perth online start-up lifestyle magazine YsAustralia (the ‘Ys’ is pronounced ‘wise’) is set to take on the might of Amazon when the global giant launches in Australia this year. YsAustralia has launched two new websites: ysepicure.com, an online mall featuring artisan food, wine and hard-to-source beverages; and yspeople.com, a lifestyle magazine/community – both tailored specially for an over-50s market.

YsAustralia CEO, D.John Carlson (pictured above, left, with Artisan Foods owner Daniel Walsh) said while Amazon may be a real threat to bricks-and-mortar retailing, it is creating real opportunities for online retailers in Australia. He believes there is a glaring gap in the online world and decided to go for it.

“While Amazon and Alibaba give priority to younger markets, YsAustralia specifically addresses people over 50, the most affluent, educated and lifestyle-conscious group ever to inhabit the planet.  Unlike Amazon, YsAustralia is an online community that aims to overcome the lack of loyalty online and the fact that 75 per cent of purchases follow a search. Yspeople.com, with its member base of YsFriends, will drive that community and the resulting brand loyalty.”

Carlson has no doubt that Australian consumers will embrace the concept, which he said is tailored especially to what market researchers found they desperately wanted.

“Most food-and-beverage sites focus on price. While delivering excellent value, ysepicure.com focuses just as much on range, interesting products, convenience, ease of use and security, all big factors for the over-50s market. Old-school values and service will underscore every single purchase made onsite, from the initial order to delivery.”

Some high-end and exclusive artisan brands are already embracing the concept with open arms. Despite its brand new launch, ysepicure.com has snared some of Australia’s most prestigious and sought-after brands including Great Southern Truffles, Organic Meat Online, Cape Mentelle and Woodlands Winery, who will sell their wares through ysepicure mall.

Carlson expects plenty more to follow as reality bites for traditional retailers, particularly once Amazon starts to shake up the Aussie market.

“As online retailing rises to 50 per cent of all retailing by 2025, bricks-and-mortar retailing in Australia will be decimated. Mark my words, we have not seen anything yet. At the moment, some 45 per cent on all online shopping in Australia is from sites outside of the country, not because of price, but because of poor online marketing in this country. But YsAustralia is addressing this and bringing the potential home.”

ysepicure.com is the first of four national online malls planned in the Ys community.

“So come on, it’s time to shop local and become a YsFriend (member). All YsFriends receive attractive discounts on their purchases, plus, they can shop in the knowledge that part-proceeds of sales will be donated to charity,” said Carlson. “One percent of all annual revenue will go to Aussie charities nominated by our YsFriends, and charities will also receive free advertising and editorial coverage.”