Three years into their journey, the firm’s faith in their chosen CSP has paid off despite numerous outage issues.

After suffering a multi-hour outage in November, Amazon Web Services is under a credibility crunch.

Still, due to its dominant position in the market, businesses on DX overdrive will still look to the firm for solutions. For example, one startup—fashion e-commerce platform Pomelo Fashion—has selected AWS as its preferred cloud provider to transform the way consumers browse and buy the latest fashion.

To cater to its growing customer base, Pomelo adds hundreds of new products every week across its women’s clothing, footwear, accessories, and cosmetics categories, and has expanded the breadth of its product assortment by five times over the last year.

To deliver a better customer experience as its catalog expands, the startup has chosen AWS to power a tool called “Just For You” that delivers personalized recommendations for each customer, based on past purchases and browsing behavior, to help them quickly find the styles they like.

Knowing their customers

Approximately 20% of Pomelo’s customers in Asia purchase new fashion items the same day the items become available on the website, so the company is focused on consistently and quickly meeting high customer demand for the latest fashions.

By using an AWS service that enables developers to run code without provisioning or managing servers, the fashion platform has been able to automatically scale its workflows to accommodate the onboarding of over 130 new brands in 2020. The service also helps Pomelo deliver a seamless shopping experience to customers, even during peak times.  

Said the firm’s CEO David Jou: “Today’s consumers want online retailers to provide more than just a transaction: our customers look to us for immersive shopping experiences that inspire. We’ve always been focused on providing engaging and personalized experiences to all of our users around the globe, and we look forward to continue building on AWS to further accelerate the introduction of new products and expand into new markets.”

Personalization via curation

Although Pomelo could have chosen similar cloud solutions, they decided on using AWS to create real-time personalized user experiences faster at scale. The firm curates its products for each shopper based on their unique shopping patterns, such as a customer’s typical purchase price ranges and style preferences. According to the firm, such features now generate 60% of product clicks across its online store, leading to a 15% increase in revenue.

Said Conor McNamara, Managing Director, AWS ASEAN: “Pomelo exemplifies how South-east Asian startups have embraced AWS to transform industries with advanced technologies like machine learning to create exciting new experiences for their customers. Their innovative approach to redefining online fashion retail is delighting consumers across the region, and we can’t wait to see what they’ll build next.”