{"id":17011,"date":"2024-01-16T18:05:32","date_gmt":"2024-01-16T12:35:32","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=17011"},"modified":"2024-01-17T17:53:12","modified_gmt":"2024-01-17T12:23:12","slug":"how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/","title":{"rendered":"How Trell is Leveraging Their Tech Stack To Dominate Social Commerce"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f3c90abe4c8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f3c90abe4c8\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#1-ai-should-not-be-looked-at-in-isolation\" title=\"1. AI should not be looked at in isolation\">1. AI should not be looked at in isolation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#2-ai-can-reduce-user-churn\" title=\"2. AI can reduce user churn&nbsp;\">2. AI can reduce user churn&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#3-vernacular-plays-a-major-role-in-making-an-audience-feel-comfortable-and-express-themselves-freely\" title=\"3. Vernacular plays a major role in making an audience feel comfortable and express themselves freely\">3. Vernacular plays a major role in making an audience feel comfortable and express themselves freely<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#4-brands-can-make-influencer-marketing-more-effective-with-ai\" title=\" 4. Brands can make influencer marketing more effective with AI\"> 4. Brands can make influencer marketing more effective with AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#5-there-is-no-single-product-or-fit-for-all\" title=\"5. There is no single product or fit for all\">5. There is no single product or fit for all<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/#6-let-your-users-lead-your-tech-strategy\" title=\"6. Let your users lead your tech strategy\">6. Let your users lead your tech strategy<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>We recently had the opportunity to speak with Pulkit Agrawal, CEO, and co-founder of Trell. Launched in 2017, Trell is India\u2019s largest lifestyle commerce application. Today, Trell is on a mission to curate meaningful experiences for the users, content creators, and brands in their ecosystem. They do this by maintaining a laser-sharp focus on their needs and constantly delivering on them through their best-in-class tech stack. Here&#8217;s how Trell is harnessing AI to truly dominate the social commerce space.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-luminous-vivid-amber-background-color has-text-color has-background\" href=\"https:\/\/www.vue.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Your search for AI ends here. <strong>Ramp up to peak productivity<\/strong>. Click here!<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1-ai-should-not-be-looked-at-in-isolation\"><\/span>1. <strong>AI should not be looked at in isolation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201c<em>We see it as a part of something which delivers a holistic experience to the end consumer<\/em>,\u201d says Agrawal.<br><br>With more users coming online for the first time every day, there is a plethora of data that is exchanged with various ecosystems. This typically involves data around each user\u2019s preferences and interests. In order to deliver the most value, platforms need to have tech stacks that accurately process this data, identify patterns and use it to inform decisions and curate meaningful experiences for all the stakeholders involved. \u201c<strong><em>Whoever leverages the capabilities of AI\/ML to deliver the best user experience is going to win<\/em><\/strong>,\u201d says Agrawal.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2-ai-can-reduce-user-churn\"><\/span>2. <strong>AI can reduce user churn&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201c<em>There&#8217;s a lot of science and art that goes into building user retention<\/em>,\u201d says Agrawal,&nbsp; \u201c<strong><em>Fundamentally the process is to understand the interests of a user that is coming onto your platform through data. Then, matching it with your ML algorithms, and being able to show them what they&#8217;re really looking for<\/em><\/strong>.\u201d<br><br>According to Agrawal, the platform has a dedicated team that only works on preventing user churn.&nbsp; The team curates over 100 robust data sets for each individual visitor on the platform to profile them thoroughly and accurately. This includes understanding factors like the user\u2019s age group, gender, geography,  device, content preferences, and much more. Then, <a href=\"https:\/\/trell.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Trell<\/a> uses AI to matchmake the right content and influencer with the right user. This ensures that their users are constantly able to see more of what they like.&nbsp;&nbsp;<br><br>\u201c<em>Our aim is to be able to identify what kind of creator appeals to what kind of audience and enable that matchmaking so that they can follow their content over a long period of time<\/em>,\u201d says Agrawal, \u201c<strong><em>All of that is done through the profiling of everyone and establishing ML algorithms in between.<\/em><\/strong>\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3-vernacular-plays-a-major-role-in-making-an-audience-feel-comfortable-and-express-themselves-freely\"><\/span>3. <strong>Vernacular plays a major role in making an audience feel comfortable and express themselves freely<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When 99% of Indians go online, they struggle to find meaningful content in a language they\u2019re comfortable in. This makes for a very poor experience.<br><br>Being a vernacular-first platform, Trell ensures that it doesn\u2019t limit its users to a specific language. \u201c<em>When a user first comes on Trell, we ask them what language they prefer. And connect them with that audience as a micro-community<\/em>,\u201d says Agrawal. Then, based on the user\u2019s engagement with certain kinds of content, the platform infers other languages that the user might be comfortable with and personalizes their feed to include content from those as well. \u201cWe don&#8217;t restrict them to consume content only from one language,\u201d says Pulkit, \u201c<strong><em>On the basis of the engagement, we enable more languages which they might be speaking<\/em><\/strong>.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-brands-can-make-influencer-marketing-more-effective-with-ai\"><\/span><br>4. <strong>Brands can make influencer marketing more effective with AI<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Influencers or Key Opinion Leaders have established strong followings over a large period of time. They have also gained the trust of their audience by authentically creating content around topics that matter to them. Consumers recognize this and rely on them to make better choices around their lifestyles.&nbsp;<\/p>\n\n\n\n<p>\u201c<em>They know something about their interest in a particular topic, like fashion, very deeply as compared to anybody else<\/em>,\u201d says Agrawal. For brands looking to improve their reach, strategic partnerships with the right influencers go a long way. They can help build awareness and trust with their audience. \u201cIt leads to word of mouth.\u201d&nbsp;<\/p>\n\n\n\n<p>However, there\u2019s more to this. In order to maximize the potential of influencer marketing, brands need to partner with the right influencers. This means, their profiles must be best suited to make a product more discoverable amongst the right audience. Trell uses AI to match the right brands with the right influencers, and the right consumers with the right influencers in the social commerce ecosystem. This ensures discoverability until the farthest corners of the country. \u201cWe have built a system to enable brands to get distribution,\u201d says Agrawal, \u201c<strong><em>Our algorithms matchmake the right influencer with the right person and the right brand<\/em><\/strong>.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5-there-is-no-single-product-or-fit-for-all\"><\/span>5. <strong>There is no single product or fit for all<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201c<em>India is a very heterogeneous market<\/em>,\u201d says Agrawal. Consumers care about the products they\u2019re buying in the context of themselves. Whether it\u2019s skincare, food products, or tea, consumption is highly localized and contextualized. <strong>Thus, it is important to note that their <a href=\"https:\/\/www.vue.ai\/products\/product-recommendations\/\">recommendations<\/a> need to be personalized to their needs and preferences.&nbsp;<\/strong><\/p>\n\n\n\n<p>Going forward, recommendations will be tailored, not just based on a person\u2019s location but their intent during that session as well. And consumers today have come to expect this.<\/p>\n\n\n\n<p>Agrawal predicts that in the near future, there will be an influx of brands that cater to the needs of a niche audience. They will also be able to scale substantially because of their focused and personalized offerings. \u201c<em>You cannot have one product, one fit for all. We\u2019ve had to live with it in the past because there were limited opportunities and limited brands. But going ahead &#8211; with influencer-led education &#8211; consumers will be able to make more empowered choices about what they want to spend on<\/em>\u201d.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6-let-your-users-lead-your-tech-strategy\"><\/span>6. <strong>Let your users lead your tech strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201c<em>We never cared about Facebook, Instagram, Youtube, and Pinterest being there in the ecosystem<\/em>,\u201d says Agrawal.&nbsp;<\/p>\n\n\n\n<p>Trell was unique from the very beginning. The team was hyper-focused on building a vernacular social platform &#8211; unlike the other competitors in the market. This played to their advantage. Trell was able to build a flourishing ecosystem with over 50M monthly active users and 18M content creators across the country. This eventually sparked interest from brands that were exploring alternate ways to reach and engage with their audience. Thus, the idea of a \u2018digital society\u2019 &#8211; and consequently, the pivot to social commerce was born, says Agarwal. \u201c<strong><em>We imagined Trell as a digital society where people come, interact to exchange meaningful content to make better choices in life.<\/em><\/strong>\u201d<\/p>\n\n\n\n<p>The team maintained a laser-sharp focus on the consumers. This allowed them to determine the direction of Trell\u2019s business and technology strategies. \u201c<em>As long as we focus on our consumers, understand their needs, and keep innovating based on that, it doesn&#8217;t matter what anyone else is doing, we will be able to find our way.<\/em>\u201d<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-luminous-vivid-amber-background-color has-text-color has-background\" href=\"https:\/\/www.vue.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Your search for AI ends here. <strong>Ramp up to peak productivity<\/strong>. Click here!<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> We recently had the opportunity to speak with Pulkit Agrawal, CEO, and co-founder of Trell. Launched in 2017, Trell is India\u2019s largest lifestyle commerce application. Today, Trell is on a mission to curate meaningful experiences for the users, content creators, and brands in their ecosystem. They do this by maintaining a laser-sharp focus on their  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":17015,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1496],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Trell is Leveraging Their Tech Stack To Dominate Social Commerce<\/title>\n<meta name=\"description\" content=\"Here&#039;s how Trell is harnessing AI to truly dominate the social commerce space.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/ai-transformation\/how-trell-is-leveraging-their-tech-stack-to-dominate-social-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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