Top 5 learning from 5 eCommerce women experts.

Shoptimize recently concluded a unique and insightful webinar on “How women are fueling the eCommerce boom globally”. From adopting Direct-to-Consumer (D2C) eCommerce as a channel for their business to women representation in eCommerce, and of course, the unprecedented challenges and opportunities that the COVID-19 pandemic has brought to their business – this freewheeling discussion revealed some interesting perspectives.

In case you missed attending the webinar here are 5 learning from 5 women entrepreneurs and leaders in the D2C eCommerce domain. To listen to the full webinar click here.

#1 eCommerce removes entry barriers

“Due to eCommerce, the barriers to entry have been lowered. A lot of businesses are built without leaving the comfort of your home. eCommerce breaks that down — you are able to put aside who you are and bring to the consumers, right to their sofas, what you can offer”

– Mayura Rao – CEO & Founder Ausum Beverages

With a D2C eCommerce website, the whole world is your playground. There is no geographical limitation. D2C eCommerce also carries far lower costs than brick-and-mortar setups. Adding D2C eCommerce as a new channel or a component to your existing business doesn’t need to be a high-risk investment. For brands looking for a quick Go-To-Market strategy a lot of initial hurdles are eased if the channel opted is eCommerce.

#2 D2C eCommerce is the way forward

“Most people today are spending way more time online. Your audience is going to be online, you ought to be online. In the digital space, when you begin to tell your story, it helps a brand with a celebrity aura, it helps to convey the correct story and remove misconceptions and preconceived notions about it.” - Farah Khan Ali, Founder – Farah Khan World

D2C eCommerce has shifted the way brands interact with their customers or online buyers. Establishing connections with customers directly, and ensuring the best online buying experiences, D2C brands are shaping a new retail experience. More and more brands are moving to this business model as it gives them full control over their inventory, pricing, offers, etc. D2C eCommerce helps these brands build their own story and deliver personalized experiences to end consumers.

#3 Retail vs. D2C eCommerce.

“When it comes to retail – the journey from sofa to store is long. The brand has to invest a lot in advertising to keep the buyer’s attention and interest throughout the long journey. But in eCommerce, the journey is shorter, more effective – both cost and intent-wise”.

- Mayura Rao – CEO & Founder Ausum Beverages

“eCommerce as a channel helps accomplish transparency and consistency of brand value”.

– Neha Jayant – Assistant General Manager – Ecommerce – Schneider Electric

Through D2C eCommerce, a business can reach out to the audience across the globe and the online store can be open 365 days a year and 24*7. Brands can be in regular touch with their consumers through social media platforms, email marketing, and other digital mediums. Unlike traditional retail businesses, online retailers get the opportunity to target in a more personalized and dynamic manner. In short, eCommerce is the holy grail of retail.

#4 Generating employment for women.

“We chose to be a primarily women-run organization from the start. They are domestic women who we are training in manufacturing, administrative. We help encourage entering different phases of business and not just jumping in the bandwagon of women empowerment. Ausum Tea is trying to hire women in different departments to encourage them to not just be confined to stereotypical female roles. We look at attitudes when hiring and rest are teachable”.

– Mayura Rao – CEO & Founder Ausum Beverages

The rise of Indian eCommerce has not only boosted India’s economy but has also given female employment opportunities. A lot of businesses are hiring only female employees finding that attrition among women is lower and they are an untapped talent pool with a natural tendency to multitask..

#5 Leverage technology for growth

“Embracing technology is important and the focus needs to shift to the website and digital outreach. This helps you focus more on design & content than in physical products.”

– Farah Khan Ali, Founder – Farah Khan World

“Creating videos & content about the products and putting them out there to recreate the personal interaction that a retail storefront can offer you… You had a chance to step back, tweak your business strategy and bounce back”.

- Sayelee Marathe, Founder & Owner – Aadyaa

Technology plays an important role throughout the eCommerce ecosystem. Right from warehouse management to delivery to digital marketing. Technology also enables giving personalized and customized experiences to end consumers resulting in a better conversion rate. It is helping all the stakeholders make informed decisions and are fast becoming “must-have” capabilities for eCommerce success.