The U.S., Turkey and Norway. It'd be hard to find three more distinct cultures. But letgo, an app for buying and selling secondhand goods, wanted to take over all three of them. And we managed to do it by discovering one of the few things they had in common. We learned that Americans, Norwegians and Turks had a habit of holding on to stuff they didn't need anymore. But they all had a hard time parting with their things for very different reasons.
This case study shows that by tapping into psychological differences between these cultures, we were able to use a very similar approach to communications. And that, when it comes to learning about cultures, nothing beats talking to people—wherever they may be.
Our approach grew letgo from an unknown app to a recognized category disruptor and app store leader across markets. Today, letgo has 20 million monthly active users worldwide—with 66% of them sellers— and is on track to facilitate $23 billion in transactions by mid-2017.