Zupain's founder on AI-driven analytics and ONDC integration helping small businesses scale

The retail software-as-a-service (SaaS) industry is evolving as more businesses shift online, requiring tools to manage inventory, orders, and analytics while improving customer experience. Zupain, founded in 2022 by Krishnan Naranapatty, addresses this by providing a platform that enables small businesses and micro-entrepreneurs to create and manage e-commerce websites without coding knowledge. The platform offers inventory management, order processing, and analytics to help businesses run efficiently. 

In an interview with TechCircle, Naranapatty discussed emerging trends in retail SaaS, the role of Artificial Intelligence (AI), Zupain’s recent integration with ONDC, and the company’s plans for the next five years. Edited Excerpts:  

What emerging trends in retail SaaS do you see, and how might they shape your platform and products? 

AI is significantly shaping current trends and is central to discussions about the future. It is transforming various areas, including how we work and create. For example, our platform uses AI to simplify tasks for micro-businesses. Users can create a professional banner, such as one for a Diwali festival, by simply specifying their needs. The AI generates the design in seconds using product details from their catalog, eliminating the need for prior design experience or external tools. 

Previously, tools like Canva required manual effort or a designer’s help to create such assets. Now, AI handles these tasks almost instantly. This integration demonstrates how AI is not only influencing trends but also becoming an essential feature in modern platforms, addressing specific needs efficiently. Other platforms are also adopting similar approaches to meet their user demands. 

How does your platform's AI-driven analytics provide insights that traditional methods can't? 

There are two types of customers we focus on in our market segment. First, there are individuals new to professional marketing. They have their own product lines and typically sell through WhatsApp or social media. Now, they want to transition to a professional setup by creating their own online store and conducting business more formally. Their main concern is how to effectively use marketing tools. 

To help, we provide guidance and tools tailored to their needs. For example, they may set a sales target, like ₹1 lakh, and ask how to achieve it. Our models guide them step-by-step, offering tools and strategies to reach their goals. This foundational guidance helps them take the first steps in e-commerce marketing. 

The second group includes more established players. These are businesses with existing data from past orders and customers. For them, we offer AI tools that simplify analytics. Traditional analytics tools can be expensive and require training to use effectively. Instead, our AI systems process their data and provide actionable insights. For example, businesses can identify recurring customers, track purchase patterns (e.g., monthly or bi-monthly buyers), and understand regional trends. 

With this information, they can focus marketing efforts where they are most effective. For instance, if sales are strong in Gujarat, they might double down on that region. Conversely, if sales are weak in Chennai, they might develop strategies to grow there. 

Our AI tools make these insights accessible, even for those with no prior experience. By plugging in their data, we help businesses make informed decisions to improve sales and expand their reach. 

How do you see generative AI reshaping the e-commerce and retail SaaS landscape?

AI is becoming widely integrated and accessible. It empowers users with capabilities similar to those of a superhuman. The key question is how to use it effectively. 

For example, popular e-commerce platforms are exploring new concepts to enhance the shopping experience. Imagine you want to host a birthday party with a $1,000 budget for 10 guests. Instead of manually searching for items like party supplies or cakes, you could use AI to simplify the process. You provide your budget and requirements, and the AI generates a shopping cart with all the items you need. 

The system could even ask for additional details, like the age of the person you're celebrating, and tailor suggestions accordingly. It uses its training data, combines it with available products in the store, and matches them to your needs, whether your budget is $1,000 or 10,000 rupees. 

This approach demonstrates how e-commerce stores are leveraging AI creatively to improve user convenience and streamline decision-making. 

How has your integration with ONDC helped expand your reach, and what challenges and benefits have you seen in aligning it with your digital retail strategy? 

ONDC (Open Network for Digital Commerce) is an evolving platform that is still in development. It addresses a crucial need in the e-commerce space. Today, marketplaces like Amazon and Flipkart provide excellent opportunities for new sellers to launch their products without an established brand. However, these platforms come with associated costs. 

ONDC serves as a gateway connecting sellers and multiple marketplaces. Sellers can integrate their own e-commerce stores into the ONDC network, enabling their products to appear across various marketplaces that pull data from the platform. Orders placed through these marketplaces are directed back to the seller's system, streamlining the process. 

The system is complex and involves integration with components like payment gateways and shipping partners. While ONDC is not fully developed, the vision is for it to offer sellers a range of options for accessing marketplaces and customers with minimal costs. Sellers will be able to choose marketplaces based on costs and mix-and-match services to suit their needs. 

Once fully operational, ONDC has the potential to significantly empower sellers. However, it is not yet at that stage. 

What’s your vision for the next five years, and how does your company plan to align with changes in the e-commerce and retail SaaS market? 

Technology evolves rapidly, so long-term planning can be challenging. Currently, we are in the technology business, providing platforms for people in the retail industry. 

As a tech company, the fast-paced nature of the industry makes it impractical to have a rigid five-year plan. However, we maintain a consistent vision as a company, that is to always combine our service with our product. This vision is not tied to a specific timeframe but guides us for as long as the company exists. 

We aim to design products that accommodate users who may not be tech-savvy, making their experience easier and more efficient. A key question I constantly ask myself is whether I would personally purchase our product at its current price. The answer must always be "yes." 

From a broader perspective, we strive to adapt to new technologies and integrate them into our offerings to deliver additional value to our customers. This approach has defined us and will continue to guide us in the future. 

How does your platform help D2C brands streamline operations and scale as they grow?

We are addressing challenges faced by many companies, especially newer or direct-to-consumer (D2C) brands, that lack strong brand identity or visibility. Many of these businesses struggle to showcase their products effectively, which is why we are building a visibility platform set to launch in the next two to three months. This platform will allow companies to promote their products to targeted audiences. For example, stationery will be shown to people seeking stationery, and fashion products will reach those interested in fashion. The platform is focused on discovery and visibility to help these brands gain exposure. 

D2C companies also face challenges when launching products without a clear brand identity. Marketing is a critical need, but many of these companies lack dedicated marketing teams and operate on tight budgets. Most are self-funded and cannot afford extensive marketing efforts. To address this, we are creating a marketing ecosystem designed to support these companies. It will connect them with resources like content writers, social media influencers, and advertising experts at a low cost. 

This ecosystem helps smaller teams—often just a handful of people—access the tools and talent they need to run effective marketing campaigns and sustain their business. By providing affordable and accessible solutions, we aim to empower non-funded D2C brands to compete and grow. 

Funded D2C companies typically have ample resources and support, so our focus is on helping non-funded businesses thrive through visibility and affordable marketing solutions.