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  1. E-commerce firms shift focus, set to hire techies, slash marketing spend

E-commerce firms shift focus, set to hire techies, slash marketing spend

The hiring focus in the Indian e-commerce sector has witnessed a shift from marketing to technology as companies realise that they need to pay more attention towards retaining the traffic which come to their websites or apps through superior customer experience.

By: | Bengaluru | Updated: August 5, 2016 7:25 AM
Flipkart which undertook management restructuring following the elevation of Binny Bansal as CEO in January this year hired former Amazon and Micromax executive Ashish Agarwal as senior vice president – Engineering. Similarly it has acquired a company - Phonepe, a payment start-up founded by former Flipkart executives.(Representative Image)

Flipkart which undertook management restructuring following the elevation of Binny Bansal as CEO in January this year hired former Amazon and Micromax executive Ashish Agarwal as senior vice president – Engineering. Similarly it has acquired a company – Phonepe, a payment start-up founded by former Flipkart executives.(Representative Image)

The hiring focus in the Indian e-commerce sector has witnessed a shift from marketing to technology as companies realise that they need to pay more attention towards retaining the traffic which come to their websites or apps through superior customer experience.

The Indian e-commerce industry which witnessed sort of marketing blitzkreig in 2015 with heightened branding and other initiatives to create awareness about their apps or websties are shifting towards increased hiring of technologists during this year.

Kelly Services, a global recuirtment and staffing company, in the year 2015 had placed around 300 candidates in the start-ups and e-commerce companies with 70% of these roles being in marketing and related functions. However, this year it has seen that 75% of the hiring has been towards engineering, platforms and product.

Kamal Karanth, managing director of Kelly Services & KellyOCG India, says, “A lot of the companies have realised that having a robust tech platform helps not just retain customers but increases the valuation of the start-up too.”

According to him, app based companies have also started investing a lot on technology as they do not want customers to uninstall their apps because of a bad user experience.

“This translates to allocating more budgets towards technology and the need to hire skilled resources. Hence, they have surely started focusing more on technology and less on marketing,” Kamal said.
This trend is also seen at leading e-commerce firms including Flipkart and Snapdeal.

Flipkart which undertook management restructuring following the elevation of Binny Bansal as CEO in January this year hired former Amazon and Micromax executive Ashish Agarwal as senior vice president – Engineering. Similarly it has acquired a company – Phonepe, a payment start-up founded by former Flipkart executives.

Snapdeal has also plans of expanding its engineering team during the course of this year.G C Jayaprakash, executive director, RGF executive search, said that the e-commerce companies have managed to attract the eyeballs to their apps & websites and now is the time to improve upon their consumer acceptability.

“This can only be done through a priority on technology and so there is an increased thrust on hiring these people,” he remarked.

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