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Retail is a powerful, underestimated form of expression. We use it to cast a vote on every product we buy. It’s a direct expression of democracy.
Tobi Lutke, Founder/CEO, Shopify
And to add on, every ‘vote’ is an important data point that helps us understand which products consumers care about – and which they don’t.
Last week I chanced upon an interesting anecdote from Wikipedia → Retail. An organized industry began only in the 18th and 19th centuries, with the rise of urban covered markets, specialty shops, and department stores. But, interestingly, by the late 1800s, catalogs were already a thing – and it meant people were able to shop without leaving the comfort of their homes!
Retail and innovation go hand in hand.
From catalogs in the 1800s to ERP evolution of the 1990s to the rise of eCommerce platforms in the 2010s (Shopify et al.)..these innovations have paved the way for the No-code/Low-code revolution in retail today.
Definition: No-code/Low-code software development platforms power visual environments that enable non-developers (or citizen developers) to drag & drop app components, connect them, and create mobile apps or web apps, or connected workflows.
According to Gartner, 41% of businesses have active “citizen development” initiatives, 20% of those who don’t are evaluating or planning to start. And by 2024, 65% of all applications will be created using No-code or Low-code platforms.
In fact, during the pandemic, companies like Starbucks, Nestle, and Colgate adopted No-code/Low-code tools. Leaders from these giants say that No-code tools gave them an incredible ability to adapt to the fast-changing demands of the pandemic era and provided them with an astonishing ability to scale quickly.
For retailers, No-code/Low-code offers the fastest way to roll out direct-to-shopper digital initiatives and gain loyal customers. There are several other vital benefits too
By 2025, Indian DTC brands could be looking at a $100 billion worth of consumer opportunity. However, this explosion is leading to a severely underreported rise in competition to set up the right teams and infrastructure.
Rollups like Mensa, Globalbees, and several others provide the advantage of capital & best practices to a handful of DTC brands, helping them scale and grow reliably.
For most others, adopting No-code/Low-code mindset provides them a tech-equivalent of the Thrasio model – giving them the much-needed edge to deliver the best experiences to shoppers without breaking a sweat or getting acquired by a conglomerate.
During the Flipkart Big Billion Days, Flipkart said that it “sold enough smartphones that if put together vertically, they’ll be taller than 1,000 Burj Khalifa buildings” (quote)
This Holiday season, esp. during November & December, sales rose at the fastest pace in the last 17 years – even though shoppers had to deal with higher prices, product shortages, and of course, Omicron. Here’s a quick snapshot from Shopify →
On the flip side, Mckinsey has reported that consumers have become more impatient through the pandemic. For example, 39% say they switch brands when they do not find a product they want, and only 13% wait for the item to be back in stock.
As brands or retailers who sell online, and especially during the Holiday season, today we have a minimal time window to develop trust and connection with potential shoppers.
A retailer or brand has to deal with a uniquely Indian problem today.
eCommerce in India is not just about setting up their direct destinations but also means being available across multiple marketplaces, from Amazon to Flipkart or more, depending on their industry. And it means there is not just competition from other brands, but search is the new brand → you have to capitalize every opportunity, whether a consumer lands on your product page in Amazon, your Instagram story, or your web-store.
In such a competitive ecosystem, No-code/Low-code can bolster eCommerce growth strategy by giving retailers, and brands access to Amazon-grade infrastructure that powers –
These are just a few examples; applications are endless.
The Indian market will surpass the US to become the second-largest e-commerce market globally by 2034. It is poised to reach US$99 billion by 2024 from US$30 billion in 2019, expanding at a 27% CAGR, with grocery and fashion becoming the key drivers of this incremental growth.
Worldwide and in India, growth in eCommerce will continue to accelerate, leading to rising acquisition costs and higher consumer impatience.
DTC brands will also start going global, with some of them seeing more than 50% of their traffic coming from non-local markets.
Yet, 50% of global commerce will continue in Amazon, Walmart, and regional marketplaces like Flipkart or Lazada.
However, purpose-driven shopping will cross 40% of all eCommerce. Consumers will want more products and brands that align with their beliefs. Satisfying this audience segment will become difficult because these consumers are also used to the Amazon shopping experience. Reaching, connecting, and nurturing purpose-driven consumers means offering personalized, unique digital experiences to every customer who lands on your product page on Amazon or your web store.
2022 has a lot of scope for brands and retailers to continue creating a solid relationship with each of your customers – no matter where they buy products.
Kausambi Manjita, Co-Founder & CEO, Mason
Kausambi Manjita is the Co-Founder & CEO at Mason, a no-code SaaS platform that is helping small businesses to transform their e-retail storefronts. She is an award-winning & venture-capital-backed entrepreneur with 15+ years of Enterprise, People & Product expertise.

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