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Unit 1.case

Case Study: Neighborhood Grocery → Online Orders During COVID

IT 204: E-Commerce

Learning Objectives

By the end of this case study, you will be able to:

  • ✅ Analyze a real-world, low-tech pivot to e-commerce during a crisis.
  • ✅ Identify how core e-commerce features apply in a simplified context.
  • ✅ Differentiate between m-commerce and social commerce using a practical example.
  • ✅ Evaluate the challenges and lessons from a rapid digital transformation.

The Scenario: A Kathmandu Kirana Store

The Problem

  • 🚨 COVID-19 movement restrictions imposed.
  • 🛒 In-store foot traffic disappeared overnight.
  • 📊 Demand became highly unpredictable.

The Context

  • 👨‍👩‍👧‍👦 A family-run neighborhood grocery store.
  • 🏘️ Strong ties to the local community.
  • 📱 Limited budget and technical expertise.

The Pivot: Key Moves ⚡

1. Ordering

Used WhatsApp & FB Messenger for daily product lists and orders.

Created a Google Form for delivery slot booking.

2. Operations

Managed product catalog in a Google Sheet.

Used low-tech barcode labels & daily cycle counts for inventory.

3. Fulfillment

Hired neighborhood runners for last-mile delivery.

Accepted Cash-on-Delivery (COD) and FonePay QR payments.

Deconstructing the "Tech Stack"

This approach bypassed complex website development by using existing, free tools.

Customer Interface

Tools: WhatsApp, Facebook Messenger

Met customers on platforms they used daily.

Order Capture

Tools: Google Forms + Apps Script

A no-code solution to structure orders and send email alerts.

Backend / Catalog

Tool: Google Sheets

A simple, shareable database for products and prices.

Payment Gateway

Tool: FonePay QR / COD

Leveraged Nepal's existing digital payment infrastructure.

Outcomes & Impact 📊

Customer Impact

  • ✅ Retained the loyal, local customer base.
  • 📈 Added new segments:
    • Elderly residents unable to go out.
    • Work-from-home professionals.

Operational Impact

  • 📉 Reduced in-store congestion, improving safety.
  • 🗺️ Improved delivery density by batching orders for specific routes.
  • 💰 Maintained a crucial revenue stream during lockdown.

Connecting to Theory (Unit 1.2)

Why This Worked: The solution capitalized on unique features of e-commerce technology, even without a traditional website.

  • Ubiquity: The store was "present" everywhere its customers were via their mobile phones. No new app download needed.
  • Universal Standards: It relied on universal tech like web forms, chat apps, and QR codes (FonePay), ensuring near-zero learning curve.
  • Interactivity: Chat-based ordering allowed for two-way communication about stock, substitutes, and delivery times.

Defining the Model (Unit 1.3)

M-Commerce

Transactions were initiated and completed on mobile devices (WhatsApp chat, mobile web form).

Social Commerce

Leveraged social platforms (Facebook, Messenger) for customer communication, marketing (daily lists), and sales.

Conclusion: This is a powerful hybrid model, blending the immediacy of social commerce with the functionality of m-commerce.

Challenges & Realities 🔍

The "low-tech" approach was fast, but not without its problems.

Inventory & Fulfillment

  • Frequent stockouts and need for substitutions.
  • Difficulty in handling perishable items.
  • Manual reconciliation of inventory was time-consuming.

Logistics & Delivery

  • Inefficient, ad-hoc delivery routing.
  • Return trips required for missing or incorrect items.
  • Managing cash-on-delivery reconciliation.

Key Lessons & Takeaways 🎯

  • Start with the customer's channel. Don't build a complex app when a simple WhatsApp message is what your customers already use.
  • Leverage the ecosystem. Success was built on existing platforms like mobile chat, Nepal's digital payment network (FonePay), and local delivery runners.
  • In groceries, reliability beats flashy UX. A high fill rate (getting all items) and on-time delivery are more valuable than a beautiful interface.
  • "Good enough" is often the best first step. This simple solution solved an immediate, critical problem without waiting for a perfect, expensive system.

Thank You

This case study illustrates the core principles of e-commerce in action.

Next Topic: Unit 2 - E-commerce Business Models & Concepts

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