Track: Decision Sciences
While Ecommerce evolves in India at a disruptive speed, delivering a consistently good experience to sellers in an online marketplace platform is a big challenge. Policies such as leniency of returns and cash on delivery, environmental challenges such as technology costs, order cancellations and product damages, and cost of conducting business online add strategic complexity for the seller. In a competitive environment, measuring, managing and developing seller experience is critical for survival and growth of any ecommerce company.
In this paper we discuss how experience for sellers in an online marketplace should be defined, measured and evolved through rigorous data driven feedback management systems. We explain
I. structured approaches to collect and interpret voice of the seller,
II. how to parametrize the inputs to create well defined metrics
III. using ensemble machine learning methods, primarily decision forests to gain deeper insight into the mind of the seller, and
IV. how to identify the vital few processes and parameters which when influenced, result in a positively differentiated seller experience.