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Gamification Approach for Success in eCommerce


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SaaS Connect 2018 (San Francisco, CA).

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Gamification Approach for Success in eCommerce
by Sree Menon, Head of Strategy, Tophatter

Published in: Marketing
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Gamification Approach for Success in eCommerce

  1. 1. 1 The Power of Game Mechanics in Software Sree Menon, Tophatter
  2. 2. 2 Pioneering mobile discovery shopping Pioneering mobile discovery shopping
  3. 3. 3 Who am I?
  4. 4. 4 Our mission: spark moments of fun and fulfillment We're building the shopping destination for the mobile era — a live, entertaining discovery experience that gets better each time you use it.
  5. 5. 5 The Tophatter story (so far) in under 90 seconds
  6. 6. 6 6 years since launch $35 million raised, $320m GMV (2017) 2 offices in San Francisco and Shanghai 3 million items sold per month 80 employees Achieved profitability in 2015 Tophatter is the world’s most entertaining mobile shopping experience
  7. 7. 7 Intent purchases Utility experience Search-driven paradigm Harvests demand Focused on efficiency Web first Displaced $300b+ retail intent purchases since 1998 Discovery purchases Entertaining experience Push-based paradigm Generates demand Focused on engagement Mobile first Displacing $100b retail discovery purchases since 2012 We are the anti-Amazon: a discovery platform
  8. 8. 8 Fun of a treasure hunt Scroll through ~100+ live auctions Items sell in ~90 seconds ⏰ Average selling price: $10-$20 Top categories: Jewelry, Electronics, Home $1 starts, tap to bid | Tap to expand | Scroll for more | Our product is a vibrant marketplace of live shopping events
  9. 9. 9 Sellers list millions of products Tophatter selects products to feature Shoppers discover new items Tophatter collects payment from buyer Sellers ship items from their warehouse Tophatter takes 25% and pays seller | 20 million shoppers 5,000+ sellers | We leverage a marketplace business model
  10. 10. 10 Data is the merchandiser Filtered down to 20k-50k every day Factors: shipping speed, product rating, category mix Algorithm called “The Auto-scheduler” selects products that the customer sees each time they open the app.
  11. 11. 11 Users spend 5 hours per day on smartphones Mobile approaching 50% of ecommerce 80% of the top grossing Android apps are games Sources: Statista, BI Intelligence, Pew Research Center, Bureau of Labor Statistics, Evercore ISI, Neilsen The opportunity is driven by multiple trends in consumer habits
  12. 12. 12 Percentage of daily visitors that bid on or pay for an item, respectively Over 15% of daily visitors complete a purchase that day 5-10x industry norms, and approaching brick & mortar retail rates of 20% Conversion rates have doubled in 3 years Gamification drives unparalleled conversion rates
  13. 13. 13 Gamifying for the mobile experience
  14. 14. 14 Game mechanics make software: Personal. Effortless. Real-time. Snackable. Fun.
  15. 15. 15 Be part of the gamification of software
  16. 16. 16 Remember, People want to have fun
  17. 17. 17 Pioneering mobile discovery shopping Pioneering mobile discovery shopping