they think that they have already purchased on wanelo. >> is that right? >> yes. >> so they just, wanelo and then-- it send the credit card in. >> one of the reasons why this happens is that this, a lot of our usage is -- >> so the majority of our usage is mobile. and on mobile if you try the experience, will you see, it is very fragmented experience of going from the product page that you find the products you like. going to the retailer. it's frequently hard to say t to tell on your phone, whether you are on wanelo or store page. so it is understandable that people mix it up. >> rose: what percentage of people will use mobile to shop with you? >> for us between 85 and the 0%. >> rose: that is-- facebook shows that people can advertise&y >> mob sill absolutely transform difficult. and it's interesting, for shopping, there's certainly a lot more to prove. so currently the smart phone is a really common starting place for your research. >> rose: right. >> and so the stats are that 55% of all shopping research actually starts on the phone. but then only 7% g

she is the founder of wanelo.nnects consumers with some of the biggest brands as well as boutiques. many products are made available to the more than 11 million active users. i am pleased to have her here. >> thank you. >> let me talk about you. born in -- >> siberia. >> your father was a journalist. your parents divorced. you came to america. with your father and his family. >> and then we moved to upstate new york for college, cornell. studied everything under the sun. i knew i had no interest in having a regular 9:00-5:00 job. >> any reason to know that what you would like to do is build a business? >> not yet. it took until after i left college to discover the real world had problems. which i was interested in solving. entrepreneurs are optimizers. we walk around, skinning the environment for what is the thing that needs to be improved. as soon as i found that first thing and said, i know how to do this better. >> you can build a better mousetrap. you left cornell two courses short of graduation. some people w