PME Magazine
João Carreira
•
4 Apr, 2023
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Toogas-AIP Webinar «Automation and Operational Efficiency in Ecommerce»
PME Magazine – The ability to attract and retain talent is essential to maintaining the country’s competitiveness
It was out of the need to create customized solutions in the field of ecommerce in the Portuguese market that Toogas emerged around 15 years ago.
In an interview with PME Magazine, Toogas CEO André Romão discusses artificial intelligence, including ChatGPT, augmented reality in ecommerce, and the metaverse.
PME Magazine (PME Mag.) – How did Toogas come about, and what does it do?
André Romão (A. R.) – Toogas was founded in 2008 by entrepreneurs who identified a need for high-quality, customized ecommerce solutions in the Portuguese market. In 2018, the company was acquired by the 1SA Group, becoming the only 100% Portuguese company specializing in ecommerce and an Adobe Silver Partner.
Toogas operates with a strong sense of mission, rigor, and responsibility, striving to deliver innovative and effective ecommerce solutions. The company is fully accountable for its commitments and results, ensuring satisfaction for clients, shareholders, partners, and employees.
At Toogas, we believe in the joint growth of the company and its employees, continuously investing in internal and external training to achieve excellence in all areas. Our focus on decentralized development and remote management allows us to adapt to market needs and stay ahead in the technology and ecommerce sectors in Portugal.
We work with Magento and Adobe Commerce platforms, providing not only initial online store implementations but also continuous optimization. This ensures that our clients maximize the performance of their online businesses and seize growth opportunities in ecommerce.
PME Mag. – How can artificial intelligence and machine learning impact ecommerce?
A. R. – Artificial intelligence (AI) and machine learning (ML) have immense potential to revolutionize ecommerce, particularly in areas such as:
Personalization: AI and ML can thoroughly analyze customer behavior, offering highly relevant, personalized product recommendations, much like an in-store salesperson who knows their customers’ preferences.
Customer service excellence: AI-powered chatbots and virtual assistants enhance customer service by providing fast and efficient responses to inquiries.
More effective data analysis: AI and ML identify patterns and trends in data, enabling more informed, data-driven decision-making.
Product management: By evaluating historical data and trends, AI and ML help forecast demand and efficiently manage inventory.
PME Mag. –What about ChatGPT and Google Bard? What can we expect?
A. R. – ChatGPT and Google Bard represent significant advancements in AI and ML, improving communication and interaction between businesses and customers. ChatGPT enables sophisticated chatbots capable of understanding and responding to complex queries, enhancing customer service and online interactions.
Google Bard, powered by the LaMDA model, simplifies complex topics, provides detailed information, and supports decision-making, making information retrieval more efficient and insightful.
As these technologies continue to evolve, they will significantly enhance user experiences by delivering highly personalized and relevant information, ultimately improving customer satisfaction and retention in ecommerce and beyond.
PME Mag. –We would also like to hear your opinion on the adaptation of augmented reality in the ecommerce sector...
A. R. – Augmented reality (AR) holds extraordinary potential to transform the ecommerce sector. Numerous brands and websites have already begun adopting this technology to enhance customer experience and increase satisfaction levels. Some recent examples include IKEA Place, Virtual Artist, Ray-Ban AR, and Converse Sampler.
With IKEA Place, customers can visualize furniture and decorative items in their homes, assessing how they fit within the available space before making a purchase.
Sephora offers the Virtual Artist feature, allowing customers to virtually try on makeup directly on their faces using their smartphone camera.
Ray-Ban provides an augmented reality tool that enables customers to try on different eyewear models virtually.
The Converse Sampler app allows users to virtually try on different sneaker models, offering a realistic preview of how they would look on their feet.
The integration of AR in ecommerce is set to become increasingly important and could soon be considered a “must-have” feature. It strengthens consumer confidence and reduces return rates, particularly in the fashion, footwear, and furniture sectors.
PME Mag. – You mentioned that the metaverse could emerge as a new platform for ecommerce? Do you believe the sector is prepared for this transition?
A. R. – The metaverse holds incredible potential to become a revolutionary ecommerce platform within the coming years. However, its adoption as an ecommerce platform requires significant investments in technology and infrastructure, as well as a shift in mindset from both businesses and consumers.
Several leading companies are already making substantial investments in the metaverse. Facebook (now Meta), for example, has announced its vision of building a comprehensive metaverse and is dedicating significant resources to its development. Other notable examples include Microsoft and Epic Games.
While the sector may not yet be fully prepared for this transition, it is essential to monitor the metaverse’s evolution and adapt to its transformations. Businesses that position themselves at the forefront of this trend will gain unique opportunities for growth and market differentiation, setting themselves apart from competitors and attracting an increasingly demanding and digitally immersive customer base.
PME Mag. – From a technological standpoint, is Portugal prepared for such rapid advancements?
A. R. – The ability to attract and retain both national and international talent is crucial to maintaining the country’s competitiveness. The adaptability of Portuguese professionals, along with their experience working in multicultural and multilingual teams, represents a competitive advantage on the global stage.
However, there are still challenges to overcome to ensure that the country is equipped to handle sudden technological advancements. It is imperative to invest in education, technological infrastructure, and foster collaboration between businesses, universities, and various government sectors. Maintaining strategic stability across different administrations is also essential to ensure that Portugal can keep pace with and benefit from emerging trends such as AI, ML, AR, and the metaverse.
Adapting to technological transformations and creating an environment that fosters innovation is critical for Portugal to remain competitive in the global landscape, fully leveraging the skills and expertise of its workforce.
Tags:
Ecommerce B2B, Media Clipping
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