Shopsy is committed to providing unparalleled value to Bharat: Prathyusha Agarwal

The e-commerce industry has experienced exponential growth over the past decade, revolutionizing how consumers shop and businesses operate. With advancements in technology, the sector has seen the rise of innovative platforms offering a diverse range of products and services at competitive prices. The integration of artificial intelligence, data analytics, and personalized marketing strategies has enhanced customer experiences, making online shopping more convenient and efficient. Additionally, the industry is witnessing a shift towards mobile commerce, with a significant increase in transactions conducted via smartphones and tablets. As digital infrastructure continues to improve and consumer preferences evolve, the e-commerce industry is poised for further expansion, driving economic growth and transforming retail landscapes globally.

In conversation with Adgully, Prathyusha Agarwal, Business Head at Shopsy, delves into the remarkable evolution of Shopsy since its launch in 2021. Agarwal highlights the platform’s substantial growth, including over 330 million downloads and a vast seller base of 1.4 million. Shopsy has significantly expanded its product categories and enhanced its technological capabilities to provide a seamless shopping experience. The platform’s commitment to offering value-conscious consumers quality products at affordable prices has established it as a leading hypervalue destination in India's e-commerce landscape.

The conversation also centers around Shopsy’s latest campaign, “Apna Swag, Bina Brand Tag”, featuring brand ambassador Sara Ali Khan. Agarwal explains that the campaign aims to challenge the perception that lower prices mean lower quality, positioning Shopsy as a platform where stylish, high-quality products are available without the premium price tag. The campaign’s success will be measured by its impact on consumer perceptions, app and website traffic, downloads, and social media engagement. By resonating with value-conscious shoppers and emphasizing affordability without compromising on style, Shopsy continues to redefine the online shopping experience for millions across India.

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Sara Ali Khan shines in Shopsy’s latest campaign for value shoppers

How has Shopsy evolved since its inception, and what major milestones have you achieved so far?

We launched Shopsy in 2021, and since then it has evolved into one of the leading hypervalue platforms, achieving several major milestones.

In three years, we have crossed over 330 million downloads and achieved penetration in 19,000+ pincodes. The seller base has grown to an impressive 1.4 million (including Flipkart), empowering local and regional sellers to flourish.

Starting with 800 categories, Shopsy has expanded to over 1,300 categories and an expansive portfolio of over 16 million products, featuring apparel, home, lifestyle, budget electronics, kidswear, and small accessories. We consistently launch exciting sale events, like the Grand Shopsy Mela, Mega Shopping Dhamaka, and End of Season Sale to ensure that customers get the best value for their money on our platform.

Furthermore, we have also introduced various technological improvements like multilingual access, diverse payment options, voice search integration, and more to guarantee a seamless and user-friendly experience, solidifying its reputation as a Bharat customer-focused and forward-thinking shopping destination.

What are the primary goals of the ‘Apna Swag, bina brand tag’ campaign? How do you plan to measure its success?

Our latest campaign, ‘Apna Swag, Bina Brand Tag’ starring brand ambassador Sara Ali Khan, centers around value-conscious consumers who seek stylish quality products on a budget. The campaign challenges the perception that lower prices equate to lower quality. With this campaign, we want to position Shopsy as the ultimate destination that is able to provide good quality products for much lesser price, as they do not have to pay for unnecessary mark-ups.

As one of the nation’s rapidly expanding hypervalue platforms, we seek to offer a distinctive opportunity of access, affordability, and quality to millions of online shoppers. With the rise in online shopping in smaller cities, Shopsy is committed to providing unparalleled value to Bharat.

The success of the campaign will be measured by the impact and shift in the customer’s perception towards unbranded products. Additionally, metrics such as app and website traffic, app downloads, social media interactions, and GMV during campaign periods will be closely monitored to gauge the campaign’s impact.

Could you share insights into the creative brief provided to the agency for this campaign? What key messages did you want to convey through the campaign?

Hypervalue consumers are value-conscious, risk-averse, and seek good quality products. They perceive branded products are of high quality but are unnecessarily expensive due to mark-ups. Our approach is to position Shopsy as the ultimate destination that is able to provide good quality for much lesser price, as they do not have to pay for unnecessary mark-ups.  

We wanted the campaign to resonate with value-conscious consumers who prioritize both affordability and style. With Sara Ali Khan as the brand ambassador, we aim to build a strong connection with the audience as she is seen as a champion for budget-friendly shopping.

How does the ‘Apna Swag, Bina Brand Tag’ campaign redefine the perception of stylish and high-quality products not needing to come at a premium?

The ‘Apna Swag, Bina Brand Tag’ campaign redefines the perception of stylish and high-quality products by demonstrating that consumers can look fashionable without the hefty price tag associated with branded items. Through engaging storytelling, like the ad film featuring Sara Ali Khan, the campaign humorously reveals that fashionable and superior quality attire doesn't need to be expensive. This approach emphasizes that customers can make smart, value-conscious choices without compromising on style or quality, thereby reshaping the market's understanding of affordability and excellence.

Who is the primary target audience for Shopsy, and how does your marketing strategy cater to their needs and preferences?

The primary target audience for Shopsy is the value-conscious Bharat e-shopper who is currently not an e-commerce native. 90% of new transacting customers are millennials & Gen Z and 70% come from the Tier 2 and beyond towns. Consumer research revealed that these consumers seek quality products and trends on a budget.
Our campaign ‘Apna Swag, Bina Brand Tag’ is designed with a thorough understanding of these preferences. Shopsy focuses on offering good quality products on a budget as we are largely unbranded and the consumer needn't pay for extra markups.

Our sale events such as the Grand Shopsy Mela align well with the purchasing behavior of consumers, who prioritize value for money and prefer buying during sale to get the best value for their rupee spent.

What are the key drivers of growth for Shopsy?

Shopsy’s key drivers of growth are:

Customer-centricity focussed on Fit for Bharat e-shoppers

We primarily target low-affluent, value-conscious consumers across the many Bharats – the platform is dedicated to providing affordable and appropriate product ranges for their diverse needs, and its unique endless aisle feature ensures that product discovery is effortless. The personalized feed for each customer ensures that the process of finding desired items is simplified, enhancing the overall shopping experience.

Affordable Price Points by building a low-cost supply chain, which is a two-pronged approach –

• Ship/ Deliver Together: More units shipped or delivered together, thereby reducing the shipping costs
• No Rush/ Delayed Dispatch: This allows sellers to manage orders with less resources

Better product quality reducing returns structurally through differentiated policies

We enhance product quality by delisting poor-quality items, educating sellers on the right quality range that grows their business, and monitoring metrics to suspend sellers with consistently subpar quality and fulfillment.