Chitresh Parihar and Ruben Gregory Savio: Transforming E-commerce with Live Commerce Innovations

In the wake of the initial wave of the COVID-19 pandemic, Chitresh Parihar embarked on a shopping excursion in Bengaluru’s Indiranagar neighborhood. What he encountered during this outing would ignite the spark of innovation. Most stores in the area were either closed or struggling with minimal foot traffic. When he inquired about their survival strategies, one shopkeeper’s response piqued his curiosity.

The shopkeeper had resorted to conducting business through WhatsApp video calls due to the immediate demand for online shopping experiences. Customers could view products in real time via video calls, select items, receive separate payment links, and have their purchases couriered. The idea of enhancing this live video shopping experience was born, and this concept laid the foundation for Baaz, a B2B SaaS offering that Parihar co-founded alongside Ruben Gregory Savio. Fast forward to 2021, and Baaz has evolved into a comprehensive platform that empowers businesses to host live videos and engage customers in real-time interactions. This interactive e-commerce approach has redefined the way businesses connect with their audience, particularly in the fashion, home décor, and beauty sectors. The results speak volumes, with Baaz boasting an impressive 40% add-to-cart rate, an 11% conversion rate, and a game-changing zero return rate.

While live commerce has already made waves in China, where it is set to become a $135 billion industry this year, India is also witnessing a slow but steady adoption of this trend, thanks to the tailwinds provided by the COVID-19 pandemic. Social commerce, which combines commerce with social media, is already flourishing in India, with market leaders like Meesho and other platforms. Resellers on these platforms purchase from large merchants and sell to their social networks.

Baaz, however, takes the live shopping experience to the next level. With an integrated messaging service and an inventory management system, customers can engage with retailers, ask questions, select products, make payments, and complete the purchase journey within the same streamlined interface. The results are nothing short of remarkable, as retailers on Baaz achieved a collective Gross Merchandise Value (GMV) of Rs11 crore in 2021, marking a significant milestone for this innovative platform.

While traditional e-commerce giants like Amazon and Flipkart cater to basic necessities, startups and social networks are poised to drive sales in sectors such as fashion, beauty, home décor, and lifestyle products, where recreational purchases take precedence. This convergence of content, community, and commerce has been aptly termed “shopatainment.” Live commerce enables real-time interaction between sellers and buyers, significantly shortening the cycle from product discovery to awareness and conversion. By creating an interactive, engaging, and immersive shopping experience, live commerce bridges the gap between businesses and consumers.

In India, startups like Baaz, Swirl, and SaahiHain are empowering retailers to host live streams and connect with customers directly. These platforms are providing retailers with the tools and technology to build their own customer data and invest in creating content and advertising that attracts consumers to their websites. By owning customer data and fostering loyalty, these retailers can reduce their dependency on walled garden ecosystems. As live commerce continues to gain momentum in India, more opportunities are arising both within the country and beyond. This innovative approach is transforming the way businesses engage with their customers and is set to play a pivotal role in the future of e-commerce.

In the evolving landscape of digital shopping, Chitresh Parihar and Ruben Gregory Savio are pioneers, introducing new dimensions to live commerce that promise to revolutionize the e-commerce industry in India. Their journey with Baaz demonstrates the transformative potential of interactive, live shopping experiences, taking online retail to new heights.