Jesse Pujji explains how Kahani pivoted from targeting all e-commerce merchants to focusing exclusively on apparel sellers with large inventories. The narrower focus boosted their conversion rate from 10% to 30%.
When we first started Kahani, the idea was to put the Instagram stories at the top of your e-commerce experience and to kind of transform your e-commerce experience to look more like TikTok and Instagram. Initially, I was like, oh, everyone says the long tail of e-commerce is where it's at. So like, let's go out and talk to these people. And we realized like they were overwhelmed. They didn't have the energy. They were kind of annoying. Like, and we were just like, these are not good customers. But in that process, there was like 5 people who go, oh, I have 100 different SKUs of different clothing. I would love to showcase it in this way. And that was our— oh, that's interesting. Let's go find only like apparel or companies with lots of SKUs who want to make it really easy to browse their SKUs on their website. And I think our conversion rate went from like 10% to 30%. I've seen a lot of entrepreneurs. They're like, oh, what should I— should I sell to this? Should I sell to that? Like, my answer is make a good guess, pick one and get to work. That's to me the way you learn.
