Online marketplaces like Amazon and Swiggy Instamart are useful for order fulfilment but not for creating brand demand, said Priyanka Gill, founder and CEO of lab-grown diamond jewellery brand Coluxe.
Speaking at a recent panel on ‘Disrupting ecommerce: Reimagining Business Models with Scale’, Gill said startups, especially operating in the B2C model, should first build demand through their own websites, apps, or social media before relying on third-party platforms.
“You can’t depend on marketplaces to attract customers. Brands must create their own pull,” she said. “If 75% of your sales come from just one marketplace, that’s risky—you could easily be replaced by a competitor.”
Gill warned that quick commerce platforms, while helpful for sales, do not build brand loyalty. “These platforms serve immediate needs, but customers won’t remember you unless you engage them directly,” she said.
Instead, she suggested using artificial intelligence (AI) and digital tools to create owned content and strengthen direct customer relationships. "If your brand has done the work, customers will go the extra mile. But it’s on us to build that relationship from the start," Gill added.
Shifting consumer behaviour
As brands compete for consumer attention and loyalty, Gill, who was also founder of POPxo and cofounder of Good Glamm Group, pointed out a major change in Indian consumer behaviour.
Gill noted a shift in buyer behaviour, with shoppers now caring about sustainability and ethical sourcing, especially in premium categories like jewellery.
“Indian consumers are no longer just looking for the cheapest option. They want brands that align with their values,” she said.
Meanwhile, influencer marketing has become an increasingly important tool for brands. Moving beyond the initial focus on follower numbers, the industry now emphasises trust-based engagement. Relatable influencers, who resonate more personally with audiences, are outperforming celebrities in driving consumer action.
Founders to take ownership
Considering the lack of utility of quick commerce platforms in providing a competitive edge, Gill urged brands to understand the importance of initiating and controlling the conversation with consumers.
“In today’s digital landscape, with the advent of generative AI and the ability to create large amounts of content, it’s our responsibility as brand owners to ensure that we’re not just participating in the conversation but leading it,” she said.
With AI making content creation easier, Gill urged founders to actively shape their brand’s messaging rather than leaving it to third parties.
“If you rely only on marketplaces for visibility, you miss the chance to build real loyalty,” she said. “Your brand must lead the conversation, not just be part of it.”
Speaking at a recent panel on ‘Disrupting ecommerce: Reimagining Business Models with Scale’, Gill said startups, especially operating in the B2C model, should first build demand through their own websites, apps, or social media before relying on third-party platforms.
“You can’t depend on marketplaces to attract customers. Brands must create their own pull,” she said. “If 75% of your sales come from just one marketplace, that’s risky—you could easily be replaced by a competitor.”
Gill warned that quick commerce platforms, while helpful for sales, do not build brand loyalty. “These platforms serve immediate needs, but customers won’t remember you unless you engage them directly,” she said.
Instead, she suggested using artificial intelligence (AI) and digital tools to create owned content and strengthen direct customer relationships. "If your brand has done the work, customers will go the extra mile. But it’s on us to build that relationship from the start," Gill added.
Shifting consumer behaviour
As brands compete for consumer attention and loyalty, Gill, who was also founder of POPxo and cofounder of Good Glamm Group, pointed out a major change in Indian consumer behaviour.
Gill noted a shift in buyer behaviour, with shoppers now caring about sustainability and ethical sourcing, especially in premium categories like jewellery.
“Indian consumers are no longer just looking for the cheapest option. They want brands that align with their values,” she said.
Meanwhile, influencer marketing has become an increasingly important tool for brands. Moving beyond the initial focus on follower numbers, the industry now emphasises trust-based engagement. Relatable influencers, who resonate more personally with audiences, are outperforming celebrities in driving consumer action.
Founders to take ownership
Considering the lack of utility of quick commerce platforms in providing a competitive edge, Gill urged brands to understand the importance of initiating and controlling the conversation with consumers.
“In today’s digital landscape, with the advent of generative AI and the ability to create large amounts of content, it’s our responsibility as brand owners to ensure that we’re not just participating in the conversation but leading it,” she said.
With AI making content creation easier, Gill urged founders to actively shape their brand’s messaging rather than leaving it to third parties.
“If you rely only on marketplaces for visibility, you miss the chance to build real loyalty,” she said. “Your brand must lead the conversation, not just be part of it.”
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