Marina Khanayeva, CEO of Joom Solutions, delivered an insightful presentation on how ecommerce players can thrive in a competitive landscape dominated by giants. She shared her journey of transforming Joom's logistics operations, highlighting how the company evolved from dealing with unreliable logistics to building a robust global network, partnering with over 70 logistics companies. This transformation enabled Joom to offer cross-border ecommerce solutions that allow businesses to tap into global markets with greater efficiency.

The Growth of Cross-Border Ecommerce

Marina discussed the exponential growth of ecommerce, with projections showing that global ecommerce will soon surpass $4 trillion. In particular, she emphasised the dominance of cross-border marketplaces, especially in markets like China, where ecommerce accounts for a staggering 50% of retail sales. She pointed out how these cross-border platforms, like Temu and Shein, offer consumers access to vast product assortments at lower prices, with improved logistics infrastructure that delivers products faster than ever before.

The Future of Ecommerce: Data, Loyalty, and Emotional Connection

A key takeaway from her talk was the importance of data-driven strategies for customer acquisition and retention. With rising costs for advertising and increased competition, companies must utilise big data to tailor the user experience, offering the best deals to maintain customer loyalty. Marina also highlighted the emotional aspect of ecommerce, noting that consumers don’t always choose platforms based on price alone, but are also drawn to brands that resonate with their values and lifestyle.

To succeed in the future marketplace, Marina believes that ecommerce platforms will need to combine local and cross-border logistics to provide an unlimited range of products. She urged businesses to prioritise user loyalty, as it will become a key asset in the increasingly competitive ecommerce environment. Lastly, she stressed that data management will be critical in achieving this, allowing businesses to optimise their operations and enhance conversion rates.

Her presentation offered valuable insights for anyone in the ecommerce space, especially those navigating the challenges of competing against global giants.