Abstract

The case study ‘Shopmatic: Reimagining eCommerce solutions for Entrepreneurs and Small Businesses in India’ focuses on how Shopmatic, a Singapore-based global technology platform company, grew its online presence in India by offering end-to-end e-commerce solutions that helped simplify the entire process of establishing and running an online store for small businesses and aspiring entrepreneurs. The case describes the company’s initial business strategies in India beginning with the subscription pricing model in 2016 and the various initiatives it took including the ‘Inspiring Entrepreneurship Program’ in 2018 to drive business in India. Next, the case study focuses on the transaction pricing model introduced in 2019 after the company failed to grow in line with the expectations of its co-founders. The case study then touches upon the future plans of Shopmatic, including offering omni-channel solutions to large businesses that traditionally operated through brick-and-mortar stores, funding plans, and growth plans through acquisitions to expand across India and enter Africa and newer markets in South East Asia and the Middle East.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how the right pricing models play a key role in customer acquisitions in B2B markets.
• Become aware of factors that influence buying behavior in B2B markets.
• Understand how startups must experiment with business models when entering new markets.
• Learn the importance of conducting market research and applying their insights at various stages of a business.
• Learn how B2B e-commerce platforms are being driven by the latest technologies, and innovative business and pricing models.

Keywords

B2BMarketing; Pricing strategies; Service innovation; Idea generation; Subscription pricing model; Designing and managing services; E-commerce Platform; Online stores.