Please introduce your product and give a brief about your role within the organization.
Ordoro is designed for small to medium-sized eCommerce merchants, to help them streamline their eCommerce operations. Our goal is to help these growing merchants operate like large-scale corporations, but at a fraction of the cost.
Thousands of eCommerce companies of varying sizes - from 100 to 100,000 orders/month - use Ordoro’s software and APIs to print shipping labels, manage inventory, automate dropshipping, and more, all in one platform. I launched this company 10 years ago with my co-founders. I’m the CEO and I’m also in charge of the product roadmap along with the many other hats I wear.
What was the objective behind coming up with this software?
I’ve spent the last 20 years of my career in supply chain management. My first corporate job was at Blue Yonder - an enterprise supply chain software company.
There, I helped large Fortune 100 corporations - GM, Chrysler, Kia and such - solve complex supply chain problems around order fulfillment, inventory management, and demand forecasting. During that time, I had a thesis that even smaller companies - like your typical Shopify merchant - have many of the same problems that these giant corporations face, albeit at a smaller scale, but they cannot afford millions of dollars worth of software and systems to solve those problems. If I could distill down some of the key workflows into an easy-to-use, low price point, pay-as-you-go software, I thought there would be an opportunity. I did some research on this with my co-founders and confirmed the thesis, and we launched Ordoro in 2010. We’ve grown organically since then, primarily through word of mouth driven by customer referrals and 5-star user reviews across the web.
How is your software beneficial from a value addition perspective to the clients compared to other software alternatives available in the market?
Over the last 10 years, I have spoken to hundreds of SMB eCommerce merchants. The common pattern I see is that once they get close to about 10 orders/day, they start encountering issues around their operations - shipping the wrong product, delayed shipping, stock-outs, etc. Till then, your primary focus is on attracting customers to your store and getting them to buy your product. You are fulfilling every order by hand and you have all the stock level information living inside your head or in some spreadsheets.
But once you approach 10 orders/day, it becomes difficult to keep track of things manually. That’s when you need a system like Ordoro to help you monitor your order fulfillment and inventory management tasks. Ordoro helps streamline your operations and automate many of your workflows. This in turn helps you eliminate all the common operational problems you’ll start experiencing otherwise. This is extremely important to help you scale because shipping and inventory problems can directly affect your brand reputation and stall your growth - the last thing you want is to ship the wrong product to the customer or to take an order for a product that is out of stock. Ordoro helps you stay organized so that you don’t have to worry about those issues and you can instead focus on growing your business.
We take a holistic approach to your eCommerce operations. All the alternatives in the market solve one piece of the puzzle each - some are shipping label creating software, others purely look at your inventory, and some others help you automate your dropshipping. But in the real world, all these pieces are closely interrelated.
Our competitive advantage is that by solving all these problems together in one platform, we solve them 10x better than any other solution in the market today. Our customers realize this advantage as soon as they see a demo, and they switch over from their point solutions into Ordoro soon after.
What industries do you generally cater to? Which industries in general are highly benefiting by using your software?
Our focus is on the eCommerce industry. Our typical customer is a small to medium-sized eCommerce company that’s in its growth phase. They sell their products through an online store built on Shopify, BigCommerce, Magento, etc, or through a marketplace account on Amazon, eBay, Walmart, etc. At the low end, they may be shipping 100 orders a month. At the high end, our largest customer in 2020 shipped 500,000 orders in one month using Ordoro. Our software scales based on your usage. And our monthly pay-as-you-go pricing model is flexible to adapt to your usage.
What is the customer satisfaction rate according to you? What steps do you take to cater to your customer’s needs and requirements?
We have a 4.7/5 average rating across all the review sites around the web. When you read these reviews you will see that they praise two things - the quality of our software, and the responsiveness of our customer service team. That second factor is huge for us and is a big area of differentiation compared to our competitors. We offer unlimited phone support to all our customers. We don’t restrict how much time they can spend on the phone with us. Our support team is measured on the quality of support provided, and not on the number of calls or minutes per call or anything like that.
That is an area that I personally focused on from the very beginning - I was the first customer support representative for the company. I did this because I realized early on, through customer interviews, that high-quality support is extremely important for the typical customer we are targeting. To achieve this, I also decided that our customer support will always be done in-house and we will never outsource it or operate it as a call center. Our support team is one of the greatest assets of our company. None of our competitors get close to the quality of support we provide. You will see that in our customer reviews.
To achieve this level of customer service without getting burdened is tricky. That’s a constraint I discovered early on. My answer to this paradox is to invest heavily in the product. We spend thousands of hours designing every new feature with a heavy emphasis on UX and ease of use. Our product is designed to be extremely user-friendly. Customers usually figure out how to use new features on their own without needing dedicated training or having to call us. We also have an intense QA process for every feature we release - our customer support team doubles as the QA team. In short, the key to offering excellent customer service is two-pronged - hire exceptional people into the support team, and also focus intensely on product quality.
Are your customers repetitive? If yes, what is the percentage of repeat customers that you have?
Our business model runs on 100% monthly recurring revenue. That means all our customers are repetitive. We don’t require an annual contract with any of our customers. They are free to cancel any time. I took that approach because I want customers to stay for the quality of our software and customer service and not because we locked them into an annual contract. That strategy has paid off in the long run because that forced me to take the difficult path and do the hard work in building a great product and a great company.
Does your software product provide any resource or knowledge section for its users? If yes, what kind of material is provided to your users to help them get acquainted with your product?
Our support site has hundreds of articles that we constantly update. We also have a YouTube channel for the same purpose.
What has been the revenue for your product for 2020?
Multiple million dollars in annual recurring revenue in 2020.
Where do you see your product in the next 10 years?
Like I mentioned earlier, the two strengths of our company are an innovative product and top-rated customer service. On the product side, we will continue to evolve as the eCommerce industry grows. Lately, there has been a heavy focus in the industry around 3PL (third party logistics) warehousing and fulfillment - this is where merchants outsource their warehousing to a third party who will store their products and ship them out to customers on demand. We were ahead of the curve and had already built strong 3PL workflows into our software before the 3PL boom hit the market. Our plan is to incorporate more such workflows that can continue to streamline eCommerce operations and make the merchant’s life easy. I try to stay in front of these systemic changes through regular customer conversations, by partnering with key players in the industry, and by continuing to build a strong team that can innovate at a rapid pace. Shopify and Amazon have revolutionized the front end of eCommerce for SMBs. Our goal is to bring the same level of innovation to the operations side of SMB eCommerce. No matter how you ship your products or where you ship them from, Ordoro will be there to help you streamline your operations.