Digital Transformation Consulting

The e-commerce platform faced the challenge of helping small and medium-sized business (SMB) sellers, many of whom were unfamiliar with targeted advertising, to effectively reach their customers and increase their advertising spend. The platform’s existing self-service portal was not generating the desired engagement or impact, resulting in most sellers spending little to nothing on advertising. To address this, Accenture collaborated with the platform to develop a new, user-friendly advertising infrastructure that integrated cutting-edge data, AI, and generative AI (gen AI) technologies. This tailored solution provided real-time, customizable advertising strategies and targeted suggestions to optimize seller campaigns, along with tools designed to boost seller confidence in advertising investments. The approach also included AI-driven post-call summaries and real-time insights, enabling sellers to better understand and manage their ad performance.

Beyond technology, the solution emphasized a human-centric approach supported by tools like One CRM and OneGlass, which streamlined communication and campaign management. Automated personalized messaging across email, WhatsApp, and other channels facilitated ongoing engagement between the ad team and sellers. A dedicated support team, trained with sales playbooks and predictive modeling resources, was established to provide daily assistance, foster trust, and deliver top-tier service to merchants. As a result of these tailored efforts, the platform experienced over 30% year-over-year growth in ad spend, converting many zero-spenders into active advertisers. This growth not only generated significant revenue increases but also enabled thousands of SMBs to reach their customers more effectively, fostering their growth and prosperity through targeted, data-driven advertising solutions.