This document discusses the importance of intelligence in scaling e-commerce businesses. It outlines three key problems: how to merchandise and sell products most effectively, identify the best sellers for customers, and detect low quality products among millions of listings. The document advocates using customer insights and analytics at every step of the customer journey to personalize the experience and gain intelligence about browsing behavior, purchase histories, product relationships, seller performance, and more. This level of intelligence and personalization can help solve the challenges of scaling by informing pricing, promotions, bundling, ads, seller prioritization, and identifying problematic products through signals from customer returns, feedback and conversion funnel data.

1. Intelligence@Scale
eTailing India Summit 2014
krishna.raghavan@flipkart.com

4. Handling scale is not enough…
Intelligence will be the differentiator

5. Problem 1: How do you sell and
merchandise your products?
● Pricing
● Promotions/Offers
● Bundling
● Ads
Would that be enough?

7. Gather Customer insights at every step of
the customer journey leading to
personalisation and delight

8. As an example: -
● Customer browse behavior
● Customer purchase history
● Inferring Product relationships
● etc…
(Do this for 18M+ customers!)

9. Seller Analytics and Recommendations
● Provide deep selling insights for your
portfolio
● Comparative aggregated analytics and
trends
● Recommend course of action, not just
analytics

11. Problem 2: Who is the best seller for the
customer?
Do this for thousands of sellers and millions
of customers

13. Seller Prioritisation - How?
● Seller Performance in terms of buyer
experience e.g. cancellations, returns
● Customer preferences in terms of SLA,
Price,Feedback
● Geo
● Personalisation here again…
● Self Learning

14. Problem 3: How do we identify bad quality
products amongst millions on the platform?
10000+ Categories
Long Tail selection

15. Product Insights: How?
● Customer signals - Returns, Feedback
● Conversion - Funnel analytics
● Pricing Analytics
● Power pro-active resolution

16. Thank You…
Q&A