Live Commerce: How SWIRL is disrupting the e-commerce industry with immersive short videos and livestream shopping

“We were lucky to be in the right place at the right time,” says Kaizad Hansotia, Founder and CEO of SWIRL as he recounts what it was like being one of the early adopters of live commerce technology. The COVID-19 pandemic highlighted the significance of e-commerce and consumer internet like never before, leading most businesses to reimagine their models and pivot to a more customer-centric approach. And SWIRL, formerly known as GetNatty, is no exception. Kaizad and his co-founder Bheshaj Joshi were quick to adapt to the interactive, immersive shopping experience using videos.

The awareness that video will be the new normal, understanding of the evolving customer behaviour, and an appetite to experiment shaped their story of success.

Kaizad and Bheshaj

Live commerce, according to Kaizad, is the first step to the metaverse that will revolutionise the e-commerce industry in the future. “When we decided to launch a live commerce SaaS product in January this year, we didn’t know how the market would react. We were pleasantly surprised to see that not only were the e-commerce and D2C brands aware of the concept, but even large enterprises were looking out to experiment to better their customer experience,” he says.

SWIRLing their way to success

In the aftermath of the COVID-19 pandemic that led to the shutting down of physical stores, solutions provided by platforms like SWIRL have been a blessing in disguise for those struggling to replicate the human experience that shoppers used to seek in brick-and-mortar outlets.

“Today, a consumer’s journey is starting online. What makes us stand out is our innovative approach to live commerce. Even as the retail industry starts opening up, it will be different now. It would be experiential retail. What you can do to replicate the offline experience for your customers…

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