Challenge

As a new entrant, iwuman sought to expand its footprint in the competitive Indian ethnic wear market and the need for a robust ecommerce platform became evident. The brand needed a solution that would allow it to:

• Bypass the limitations of traditional retail and reach customers directly
• Increase profit margins by reducing dependency on intermediaries
• Go-to-market in the shortest time possible
• Offer a seamless shopping experience that could adapt to the unique tastes and preferences of Indian customers

"In the initial phases, our primary focus was on crafting exquisite designs and securing retail partnerships. However, the changing retail landscape necessitated a shift towards direct-to-consumer sales," explains Prasad Mhatre, Business Head - Women's Fashion at iwuman.

"Ecommerce offered us a way to control our pricing, increase our margins, and directly engage with our customers. Traditional retail margins were too narrow to sustain our growth ambitions."

Solution

By collaborating with Futuready and leveraging the power of Shopify, iwuman was able to create a customer-centric ecommerce platform that addressed previous challenges. This upgrade enabled iwuman to:

• Showcasing the unique designs of the brand and enhancing the shopping experience
• Streamline the buying process, resulting in quicker delivery times and happier customers
• Localize content easily, catering to the diverse linguistic and cultural nuances across India

"Shopify’s extensive app ecosystem was a crucial factor for us. We didn't have a dedicated development team, so we relied on these apps to provide a sophisticated and engaging customer experience," shares Mhatre.

In addition to utilizing Shopify's global commerce tools, iwuman adopted Shopify to automate many of its digital marketing efforts, particularly email campaigns.

Using Shopify’s headless commerce stack, iwuman built custom storefronts that showcased its rich catalog of ethnic wear in an immersive and engaging manner. This allowed the brand to tell compelling stories while leveraging Shopify for backend operations, marketing, and checkout processes. This approach freed up resources to focus on creating impactful content that resonated with customers

Furthermore, through Shopify and Google Analytics, iwuman improved its data processing and management capabilities. This integration enabled iwuman to make informed business decisions and significantly reduce delivery times.

Results

Shopify ecommerce website has become iwuman’s highest revenue-generating channels, significantly boosting profitability even after accounting for fulfillment costs.

Since going ahead with Futuready, iwuman has improved its conversion rates, and page load speeds have improved by 375%.

Specific improvements from Google Analytics integration through Shopify include enhanced data-gathering and management efficiencies, as well as faster shipping times.