Shopmatic: Reimagining eCommerce Solutions for Entrepreneurs and Small Businesses in India

Shopmatic: Reimagining eCommerce Solutions for Entrepreneurs and Small Businesses in India
Case Code: CLMM157
Case Length: 7 Pages
Period: 2014-2020
Pub Date: 2021
Teaching Note: Available
Price: Rs.150
Organization: Shopmatic
Industry: Technology & Communications
Countries: Singapore
Themes: B2B Marketing, Services Marketing, Pricing, Platform Ecosystem
Shopmatic: Reimagining eCommerce Solutions for Entrepreneurs and Small Businesses in India


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.


  • 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.


Shopmatic, a Singapore-based technology platform company engaged in enabling small businesses and aspiring entrepreneurs to establish an online presence, registered a stupendous 206.8% growth in revenue and a 248.6% growth in user base between March 2019 and March 2020 in India. This growth in one year came after it adopted a transaction pricing model in March 2019 that significantly reduced the cost for small businesses to establish an online business in India. (Refer to Exhibit I for growth in revenues and user base from 2017-2020). Shopmatic achieved revenues of more than US$5.5 million in 5 years of its entry into India. In what was a first in the e-commerce industry in India, the company offered four different e-commerce solutions – chat selling, social selling, marketplace selling, or selling through web stores. As of December 2020, Shopmatic had grown to be a 120-member global team with operations in Singapore, India, Hong Kong, Malaysia, and the UAE and had more than 120,000 active merchants on its platform...


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

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