18Mall Live Shopping Case Study | TICON System Limited

18Mall Introduces Live Shopping: Driving Real-Time Engagement and Sales

March 12, 2023

18Mall is a cutting-edge, data-driven e-commerce platform that uses AI and analytics to deliver a personalized, highly engaging shopping experience. The platform is designed to offer both shoppers and vendors an intuitive, dynamic marketplace that supports product discovery, instant purchases, and seamless transactions. In its mission to revolutionize the online shopping experience, 18Mall sought to enhance its platform by introducing Live Shopping – a feature that combines real-time streaming with e-commerce to create an interactive, engaging shopping environment.

Industry

E-Commerce, Live Shopping, AI

Market Size

E-Commerce in Southeast Asia is projected to grow to $100 billion by 2025

Position

Leading Data-Driven E-Commerce Platform in Southeast Asia

Infrastructure

AWS Cloud Services, AI, Live Streaming Technologies

Solution

Live Shopping Integration with AWS, AI-driven Personalization, and Real-Time Engagement

Country

Bangladesh (Development Location)

Customer Challenge

While 18Mall’s platform was already sophisticated, it faced several challenges that were limiting its growth and user engagement:

Lack of Real-Time Interaction

Traditional e-commerce, while effective, didn’t provide the immediacy or interactive features that in-store shopping offers, such as product demonstrations or immediate feedback.

Impulse Purchases

Without the ability to create urgency or showcase products in real-time, the platform struggled to drive impulse purchases.

Vendor Engagement

Vendors lacked a robust way to engage directly with their customers and showcase products beyond static images and descriptions.

Differentiation in Competitive Market

As the e-commerce market in Southeast Asia becomes increasingly competitive, 18Mall needed an innovative feature to set it apart from other platforms.

Solution Approach by TiCON System Ltd

To address these challenges, TiCON System Ltd. integrated Live Shopping into the 18Mall platform, combining advanced live streaming technologies with e-commerce functionalities, powered by AWS. The solution employed a blend of innovative features and scalable infrastructure:

Live Video Streaming

AWS Elemental MediaLive

Used to provide high-quality, low-latency live video streams, ensuring an uninterrupted experience for users globally. Transcoding ensured compatibility across devices and varying network conditions.

Real-Time Streaming

Enabled vendors to stream live demonstrations, showcase products in real-time, and directly interact with their audience, creating a more personalized shopping experience.

Content Delivery and Scalability

AWS CloudFront CDN

Optimized the distribution of live video across geographies, ensuring smooth viewing experiences and minimizing buffering or lag, regardless of user location.

Scalable Infrastructure

Using AWS EC2 and Elastic Load Balancing (ELB), TiCON ensured that the infrastructure could scale seamlessly to support peak traffic during major sales events, such as flash sales or seasonal promotions.

E-Commerce Integration

Real-Time Purchase Options

The live video feed integrated with 18Mall’s existing product catalog, allowing users to purchase products directly from the stream with on-screen purchase buttons and real-time inventory synchronization, powered by AWS Lambda and AWS Aurora RDS.

User Profiles and Personalization

Integration with the platform’s AI engine provided personalized recommendations and product filtering based on user preferences, past behavior, and viewing patterns.

Interactivity and Engagement

Real-Time Messaging with WebSockets

Enabled live chat between vendors and customers during streams, allowing for instant feedback and personalized recommendations, further enhancing the live shopping experience.

Impulse Purchases and Urgency

The live format allowed vendors to create a sense of urgency with limited-time offers and exclusive deals, driving impulse purchases.

Content Moderation and Analytics

AWS Rekognition

Used for real-time content moderation, automatically detecting inappropriate language or visuals, ensuring a safe environment for users.

AWS QuickSight

Provided in-depth analytics and performance metrics, including viewership data, customer interactions, and sales conversions, helping vendors and 18Mall refine their strategies and improve engagement.

Results and Benefits

The introduction of Live Shopping on 18Mall brought substantial benefits to both vendors and customers:

Vendor Empowerment and Engagement

Vendors were able to reach a larger audience, demonstrate their products more effectively, and engage with customers in real-time. The interactive format led to a 20% increase in conversion rates compared to traditional product listings.

Boosted Sales and Revenue

Direct engagement during Live Shopping events triggered impulse purchases, with the average shopping basket value increasing by 15%. The dynamic, real-time environment encouraged users to make quicker purchase decisions.

Enhanced User Experience

Shoppers appreciated the live interaction and product demonstrations, leading to a 25% increase in user retention and a noticeable boost in overall customer satisfaction. The sense of community around live shopping events contributed to stronger brand loyalty and repeat purchases.

Data-Driven Optimization

The real-time metrics captured by AWS QuickSight allowed 18Mall to track engagement levels, identify top-performing content formats, and refine marketing strategies, contributing to continuous improvements in the Live Shopping experience.

Competitive Advantage

18Mall’s Live Shopping feature gave it a significant edge in a crowded e-commerce market, attracting a new audience and strengthening its position as a data-driven, user-centric platform.

About 18Mall: A Data-Driven Marketplace Powered by AI and Analytics

Developed by TiCON System Ltd, 18Mall stands out as a next-generation e-commerce platform that leverages AI, analytics, and cloud technologies to deliver a highly personalized shopping experience. The platform offers several innovative features:

Personalized Recommendations

AI-driven suggestions based on user behavior and preferences.

Dynamic Pricing

Real-time price adjustments using sophisticated algorithms based on market trends and inventory levels.

Vendor Empowerment

AI-assisted onboarding, product description generation, and fraud prevention.

Live Shopping (New Feature)

Vendors can host interactive livestreams, boost sales through real-time engagement, and build stronger customer relationships.

AWS Services Used

Compute

AWS EC2

Transcoding

AWS Elemental MediaLive

Content Delivery

AWS CloudFront

Load Balancing

AWS Elastic Load Balancing (ELB)

DNS Management

AWS Route 53

Database

AWS Aurora RDS

Frontend Deployment

AWS Amplify

Storage

AWS Elastic Block Store (EBS), AWS S3

Caching

AWS ElastiCache

Monitoring and Logging

AWS CloudWatch, AWS CloudTrail

Generative AI

AWS Bedrock

Conclusion

With Live Shopping, 18Mall has successfully bridged the gap between traditional e-commerce and the interactive experience of in-store shopping. The platform has enabled vendors to engage directly with customers in real-time, showcasing products dynamically while driving sales growth. Backed by a scalable and secure architecture powered by AWS, 18Mall has positioned itself at the forefront of innovative e-commerce, offering its users a truly personalized and engaging shopping experience that is set to evolve continuously.

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