Indian e-commerce landscape will evolve into more integrated & personalised space defined by AI-driven experiences & increased adoption of headless commerce: Gurumoorthy

PNS | DEHRADUN

The general manager, EMEA & APAC at VTEX, Prakash Gurumoorthy spoke in detail about the commerce landscape in India and the impact of digital transformation in an interaction with The Pioneer.

VTEX has been expanding in India. What are the key factors driving this growth, and how do you see the Indian ecommerce landscape evolving in the next few years?  

VTEX has a significant long-term opportunity in India. The demand for modern, flexible, scalable commerce solutions is increasing as retailers embrace digital transformation. This is fueled by increasing internet penetration and the growth of Direct-to-Consumer (D2C) brands. Businesses need adaptable, omnichannel platforms to stay competitive and VTEX’s composable commerce solutions deliver this. As Indian e-commerce evolves, VTEX empowers brands to build a resilient, future-proof infrastructure that seamlessly connects multiple channels and markets. The Indian ecommerce landscape will evolve into an even more integrated and personalized space, defined by AI-driven experiences, seamless integrations between online and offline retail and increased adoption of headless commerce. VTEX is at the forefront, enabling businesses in India to leverage these shifts by providing the technology they need to adapt quickly to the changing demands of the market.

VTEX recently announced partnerships with Google and Pinterest. How do these collaborations enhance e-commerce capabilities for Indian brands, and what impact do you foresee on the market?  

Our strategic partnerships with Google and Pinterest enhance the e-commerce capabilities of global brands, especially for Indian brands looking to expand their reach. The Google integration leverages AI-driven recommendations, targeted advertising and operational efficiencies to improve overall performance. The Pinterest integration allows brands to seamlessly display their product catalogue, connect with an engaged audience, and improve conversion rates through visual discovery. As social commerce continues to grow, these collaborations help brands engage with consumers in new and impactful ways, driving both customer loyalty and business outcomes through personalised and immersive experiences.

AI and machine learning are reshaping ecommerce experiences. How is VTEX leveraging these technologies to optimise customer engagement and improve business outcomes for brands?  

VTEX is a leader in integrating AI and machine learning into digital commerce platforms to optimise customer engagement and improve business outcomes. Through advanced AI algorithms, VTEX enhances product recommendations, personalisation and predictive analytics. These tools allow businesses to deliver highly tailored shopping experiences through products like VTEX Live Shopping and several others that have the sole purpose of improving customer satisfaction and conversion rates. In September 2024, VTEX acquired Weni, a company specialising in AI-powered customer service solutions. This acquisition will bolster our platform by introducing advanced conversational AI capabilities, enabling brands to deliver personalized, efficient, and seamless customer experiences across various channels, including instant messaging platforms like WhatsApp and Instagram. Additionally, we have made an investment in Synerize, a leader in AI-driven solutions for automating customer service and enhancing customer engagement. This strategic investment further strengthens VTEX’s platform by integrating Synerize’s cutting-edge technology, which uses advanced algorithms to improve customer interactions across various digital touchpoints.

Pashmina.com’s digital transformation with VTEX’s platform has been a notable success. What key learnings from this partnership can be applied to other traditional businesses looking to scale online?  

Pashmina.com’s successful digital transformation to VTEX’s platform was driven by many factors, primarily the migration from Adobe Commerce to a modern public SaaS platform like VTEX. This shift enabled pragmatic composability, a flexible and modular approach to ecommerce that allows for quick adaptation to market changes while maintaining control over the customer experience. Additionally, seamless omnichannel integration ensures consistent shopping experiences across online and offline channels. Data-driven decision-making also plays a crucial role, as it allows for personalised shopping and optimised inventory management, leading to improved customer retention and increased sales. These benefits are particularly valuable for traditional businesses looking to adapt to the rapidly evolving digital marketplace.

The Indian ecommerce sector is highly competitive, with both local and global players. What differentiates VTEX’s approach, and how do you ensure long-term value for your clients?  

VTEX differentiates itself in the highly competitive Indian ecommerce market through its focus on composable commerce. Unlike traditional, monolithic platforms, VTEX offers a flexible, modular architecture that allows businesses to innovate quickly and scale without limitations. Our approach supports omnichannel commerce, where B2C, B2B, and marketplace operations can be managed on a unified platform, enabling a seamless customer journey across all touchpoints. Additionally, VTEX’s AI-powered tools, integrated ecommerce solutions, and commitment to a strong partner ecosystem ensure that our clients receive ongoing support and value, driving long-term success. We focus on delivering not just a platform, but an end-to-end solution that helps brands achieve operational excellence and stay competitive in an increasingly dynamic market.

As VTEX continues to expand in India, what are your strategic priorities for the coming years? Are there any new innovations or partnerships on the horizon?  

As VTEX continues to expand in India, our strategic priorities focus on three key areas. In technology and innovation, we’re continuously advancing our platform’s AI and machine learning capabilities to further personalise customer experiences and improve operational efficiency.  For deepening enterprise engagement, VTEX aims to grow its partnerships with leading Indian enterprises across industries like fashion, retail and consumer goods, helping them scale their digital operations and future-proof their ecommerce strategies.  For strengthening local ecosystem, we’re focused on further expanding our partner ecosystem in India, with a focus on local fintech, logistics and content partners to provide more integrated solutions.