Contents

The Beginning of Evaly.............................................................................................................................2

What Shaped Evaly?.................................................................................................................................2
Empowering Retailers:............................................................................................................................3
Redefining Logistics in Bangladesh:.......................................................................................................3
Taking into account the Social Factors:...................................................................................................4
Journey to Build the Everything Store of Bangladesh............................................................................4
Impressive Numbers:...............................................................................................................................5
Brand Building:.......................................................................................................................................7
Everything Store:.....................................................................................................................................7
An ingenious strategy in-line with global retail strategy........................................................................7
How is Evaly Successful?..........................................................................................................................8
Sustainability & Profitability....................................................................................................................8
The Future.................................................................................................................................................8

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Rise of Evaly as a Dominant Player in E-commerce Industry
Thriving in a business is no simple task unless one understands it pretty well. Likewise, to form
an online business platform, understanding how others did is a great way to start. For any
ambitious e-commerce business, stories become invaluable with contents of not only successes
but also failures and mistakes. One can capture a holistic idea on which path to follow and what
measures to be considered.

E-commerce business has become prominent around the world for quite some time. In recent
past, Bangladesh has experienced a number of good e-commerce practices from the established
online sellers, to emerging entrepreneurs. But to find inspiration for the ones who plan to start
their own web-store, Evaly’s success story along with how they evolved as a brand within a very
shortest time span has been portrayed herein.

The Beginning of Evaly

Evaly has started its official journey as an e-commerce company on the 16th December 2018.
Since its inception, it has says focused to build an almost perfect collection of everything in
Bangladesh, an everything-store that comes with perks of having everything under a single
umbrella.

As part of its everything-store mission, Evaly started from the basics. It has started on-boarding
retailers across the country. Although most of its current retailers and sellers are based in Dhaka,
the startup has also managed to build a base of sellers in other cities across the country.

The idea to bring all the retailers of all types under one online platform is to facilitate the
customers with every type of products they ask for. Inspired by what Amazon has done in the US
market, Evaly is trying to build an everything-store with a challenging ambition to achieve.

To make this happen successfully, Evaly says it has a distinct and better strategy in place. Instead
of trying to do it all in-house, it is empowering retailers and bringing them online, which would
allow it to ensure a wide range of collection as well as to build a hyper-local super-efficient
logistics network across the country. Evaly has started with over 4000 active categories of
products on its platform, offered by a long list of retailers who maintain a storefront at Evaly
website.

What Shaped Evaly?

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Evaly’s focus is on the customer’s demands and perspective rather than building itself against the
competitor. Evaly’s success story is mainly driven by ideas and innovation. It welcomes
unconventional ideas and concepts and then relate them with new technologies.

Empowering Retailers:

Considering the fact that ecommerce is going to impact traditional retailers’ business against
strong e-commerce players as the dynamics of these two worlds are different, Evaly focused on
to build the underlying infrastructure that will enable the retailers to take their business online.
Evaly claimed this is an act of true digitalization.

Evaly bridged an interconnection between retailers and customers both on and off the platform.
When a retailer registers as a merchant at Evaly website, they get a storefront in the name of
their own choosing. The storefront also has the details about the retailer such as address, contact
details and so on. Customers can directly communicate with the retailers. When customers buy a
product, they also get a money receipt from the retailer they buy from and later, if any problem
arises, they could directly communicate with the retailer as well.

Evaly started with a cash bonus offer for the retailers. If a retailer registers and opens a shop at
Evaly, they get an instant cash bonus. The campaign has been a runaway success.

Evaly brought a new dimension while empowering retailers through their platform. Small,
medium and big – all retailers, would have eventually needed to have their own e-commerce
operation. There were marketplaces that offered similar opportunities with more focus on
fulfilling customers’ demand instead of empowering every retailer.

Evaly believed that building an infrastructure to bring all these retailers online and giving them
more control in the process of building their business would offer an incredible opportunity that
could fundamentally change the e-commerce industry in Bangladesh. It not only allowed Evaly
to build a huge collection of every product relatively easily but also to ensure an excellent
customer experience.

Redefining Logistics in Bangladesh:

With a focus to redefine logistics operation in Bangladesh, Evaly launched Evaly Xpres with
such a model to improve efficiency, reduce cost and to ensure nationwide coverage from day
one. Contrary to the conventional model of logistics, Evaly turns logistics into an on-demand
model, more like what Postmates and a few other players are following in global market. Key
features of Evaly Xpres are as follow:

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  Evaly Xpres allows their verified commuters to deliver goods picking them up from the
designated station with a commission for each delivery.

 Evaly has booths near the bus and train station to make pick and drop easier so that
commuters can pick goods from these stations. The mechanism is more like how ride-
hailing operates now. Once there is a delivery order, Evaly will send it to its Evaly
Xpress platform and the nearest member commuter will confirm and pick up the product
and deliver it to the destination.

With this model, Evaly aims to ensure intra-city delivery within 3 hours and inter-city delivery
within 8-24 hours depending on the distance.

Taking into account the Social Factors:

With a view to adding a social experience to digital shopping, Evaly announced to launch Evaly
Connect, which would be an independent app connected to Evaly’s main app similar to that of
Facebook Messenger. It will allow users to do a long list of things such as communication
between sellers and buyers, update status, share feedback, ask friends for reviews on products
and shop in a group among other things.

In a nutshell, Evaly Connect is a one-stop solution for buyers and sellers. Taking inspiration
from the massively popular Facebook-Messenger duo, Evaly Connect aims to bring the buyer
and seller relationship closer by integrating a social aspect into its platform.

News Feed, a flagship feature of Evaly Connect has already been deployed across Evaly’s
platforms and is enjoying rave reviews and feedback. Evaly Newsfeed, which is similar to
Facebook’s newsfeed, allows Evaly app users irrespective of buyers or sellers to post, react and
comment in a public space within the Evaly app.

In addition to News Feed, Evaly connect is expected to be a hub for private conversations for
buyers and sellers. The app will be seamlessly integrated into the existing Evaly app along with
having exclusive features like “Area-Based Search” where users will be able to check out
products and offers nearest to their location.

Journey to Build the Everything Store of Bangladesh

Evaly started its journey with a mission to build an everything-store of Bangladesh. The
company has a long way to go before it becomes the everything-store. However, it has made
some significant headway. Within a year of launching, the company has become one of the

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leaders in the ecommerce industry in Bangladesh effectively putting a strong fight with Alibaba
owned Daraz for dominance.

Over the past one year, Evaly has been successful to make its strong footprint in the entire
ecommerce market in Bangladesh. With an aggressive push for growth, extensive investment in
brand building, and an ingenious operational strategy the company has become a leading local
ecommerce player in Bangladesh.

Impressive Numbers:

From the beginning, Evaly has focused extensively on growing its number. E-commerce has
suffered from dwindling numbers when it came to Gross Merchandise Volume (GMV) in Dhaka
for a while. Evaly has changed that equation.

With a focus on high-value items such as motorbikes, AC, refrigerator, mobile phones, and other
high-value products and a competitive incentive model for customers, Evaly has quickly been
able to grow its number. The company is already a dominant player in high-value products –
products that cost above BDT 10,000.

Between September-October this year, Evaly had a net GMV of $7.5M, which is higher than
almost all e-commerce players in the market. It has already put forward a series of lucrative
campaigns to further expand its GMV.

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During last year’s peak, Evaly has seen a 400% growth in customers and the company is
targeting to cross Daraz in the number of unique customers in this year. Evaly claims that it
would have been far ahead in terms of unique customers had it accepted orders below tk. 500.
Currently, Evaly does not accept orders below tk. 500.

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Evaly has also seen impressive growth in its app download. It has also built the largest
ecommerce fan groups on Facebook. Evaly Fan group on Facebook has over 100k members
while Daraz has the second-largest fan group.

Brand Building:

Evaly has been quite successful to create a brand value among the customers within a very short
span. Over the past months, Evaly has invested heavily in building brand awareness across the
country. It is one of the few digital startups in Dhaka to put ads during a cricket match. Evaly
was one of the regular advertisers during the recent T20 between Bangladesh and India that took
place in India a few months ago. The company continues to invest in building brand awareness.

Everything Store:

The company says it has made solid progress towards the goal. It has a growing number of
sellers, including brand sellers, big retailers, and small offline retailers. On the product front,
Evaly has sold almost all types of products that included cars, rod, cement, jewelry, grocery,
except fashion items. Evaly claims to achieve about 40% of its initial goal regarding everything-
store.

An ingenious strategy in-line with global retail strategy

Evaly believes that the main reason behind the slow ecommerce adaptation in Bangladesh is
because of a lack of incentives for users. With a widely accepted theory that convenience is a

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strong enough incentive, Evaly takes a different approach in this regard and its current growth
shows that it has extensively researched on customer behavior to offer the right incentive so that
people become willing to shop online.

From day one, Evaly has focused on offering price benefits to customers which goes well with
the established norm of retail success across the world – offer great collection at the best price
and win. Walmart has applied this in large scale retail and now Amazon is doing the same to
online retail. Evaly aims to do likewise in Bangladesh. Customers anywhere in the world prefer a
better price. Price is how Walmart has built Walmart – everyday low price. Price is how best of
the retail companies across the world attract customers and retains them.

How is Evaly Successful?

Fastest Growing Brand:

Evaly has been declared as the fastest growing brand by the Asia One, one of the famous
business magazines in South-East Asia. According to Asia One, Evaly has been able to reach the
doorsteps of customer in Bangladesh within a very short span, which created a brand value to
build a strong credibility among its customers. Moreover, CEO of Evaly has been declared as the
Business Leader by the Asia One due to his active participation in marketing and innovating new
ideas.

Evaly has reached to success due to its innovative initiatives and parameters.

Cash-back offer & Discount: This is one of the driving factors that let Evaly grow fast. It
offered discount and cash-back offers in different occasions which attracted customers to buy
product from Evaly.

Market Entrance: Timing is another factor that helped Evaly grow fast. Evaly entered the
market at a time when the market has matured to some extent. When other players decided to
take a slow and steady strategy after years of hard work, it entered the market when it was at the
verge of disruption. Evaly effectively did not have to make any investments for educating the
customers about e-commerce. Government, Telcos, and policymakers also have large
contribution. 4G was not available even two years ago. Evaly has also used the benefit of being a
Bangladeshi homegrown company that could build the trust among the customers.

Wider range of Product:

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Sustainability & Profitability

The Future

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