Published
Aug 7, 2017
Reading time
2 minutes
Download
Download the article
Print
Text size

Bots, trackers to be introduced to India's e-commerce market

Published
Aug 7, 2017

​In order to combat the common problem of shoppers abandoning their carts before purchase, a new array of bots and trackers will soon be seen on some of India’s lesser known e-commerce sites.

Fashion e-commerce sites such as Amydus are increasingly using bots and trackers to build profiles of their customers - Amydus- Facebook


Bots and trackers can reach over multiple websites and sync with social media so that commonly used sites such as Facebook will send reminders to customers about items left in the checkout basket on their e-commerce site. Email and SMS messages can also be sent to potential customers through this technology.

One Indian e-commerce site that is already using such technology is the clothing brand Amydus. The label sends customers either an email or SMS depending on which device their software shows the particular customer uses more. Tailoring the channel through which customers are contacted has proved effective and Kartik Sapra, the CEO of Amydus, stated that, “after two months, for purchasers who were not engaging with us via SMS, we switched to email; which resulted in conversions via emails increasing 40% and total conversions by 15%.”

In this way, choosing the right communication channel is proving vital for engaging customers and now brands can find out which platform that is using trackers.

Because users often access the same brand’s site through the internet, a mobile app, and social media, e-commerce sites are now building up a profile of their users and can use multi-channel marketing to target them on the channel they use the most. Moreover, this extends to brick and mortar stores as brands are now starting to track when customers look at something in a shop then later buy it online.

Large e-commerce sites such as Amazon and Flipkart are unsurprisingly leading the use of bots and trackers but this technology is trickling down to smaller retailers, especially in the clothing sector. For example, sites such as Nykaa and Pernia’s Pop-up Shop are increasingly using live chat functions. As e-commerce sites gain increasingly detailed portraits of their customers, the issue of abandoned shopping baskets is likely to be reduced. 

Copyright © 2024 FashionNetwork.com All rights reserved.