TAK I NG I NDI AN L I F E STY L E GO O DS

TO THE WO RL D

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 Team

Saloni Jaju Subhadra Banda • Operator experience as part

• Manufacturing, Supply
Co-founder Co-founder of Etsy launch team in India
chain experience on
across seller lead generation,
factory floor of Industrial
onboarding & growth (home
goods clients
décor main category)
• CEO, managed operations
• Led Whatsapp Pay+ Facebook
and P&L at own-startup
commerce partnerships and
JioMart GTM

2x Founder; manufacturing, 2x Founder; cross-border commerce,

supply chain experience payments experience 1
Our journey with Tradeo over the last 7 months across Jaipur, Moradabad and demand
expos in the US, UK

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Macro: Cross-border e-commerce is growing at a significant rate, with increasing
adoption from lifestyle retailers

% growth YOY
30%

25%

20%

15%

10%

5%

0%
2013 2014 2015 2016 2017 2018 2019 2020
All cross-border trade Cross-border E-commerce

Cross-border e-commerce growing at 5x the rate of traditional cross-border trade,

with many traditional retailers launching their own global third-party marketplaces
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Sources: ShiprocketX, Zion Market Research
Macro: While China has been the biggest beneficiary of this growth, India is ramping
up as well

Cross-border e-commerce in China constitutes 8% of Growth in Indian cross-border ecommerce:

overall merchandise exports and is growing Expected to touch US $15 Bn by 2026, 45% CAGR
15

10
200 Bn 40%
5

0
2022 4-year CAGR 2020 2021 2022 2023 2024 2025

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Sources: ShiprocketX, Amazon global selling
 Problem statement: Indian manufacturers and D2C brands face multiple challenges
across the value chain as they expand on global marketplaces

Optimizing their
Entry Barriers storefronts
New product
Cumbersome regulatory Integration to multiple launches
compliances by geo, marketplaces does not exist
product and Finding the right Predicting trends and
marketplaces fit Brands struggle in creating modifying catalogues
marketplace-specific optimised Execution and based on market-specific
Ability to hold inventory storefronts data is tough
cross border is capital Limited insights on fulfilment
intensive - What to sell: within their
Performance marketing in new
current catalogue, tweaks
geos and marketplaces is an Lack of dropshipping
needed to global
unknown readiness & distribution
- Where to sell: Target capabilities to fulfil direct,
marketplaces, geographies cross-border orders

TAT of Indian suppliers 3x

of Chinese counterparts
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Vision: Tradeo aims to be an AI-led marketplace ..opening up global e-commerce
enabler for manufacturers and D2C brands.. demand for them

Product-first approach

Brand/
AI-driven, full stack model
Manufacturer

Starting category: Home goods

……..

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 Offerings: We solve this through four key solutions across the value chain
Priority 0 Priority 1 Priority 2

Go live Win the order Execute efficiently Grow beyond

1 2 3 4
Supplier & Product Storefront creation & Dropshipping & QC Value added services/ future
identification optimisation offerings
AI-led catalogue and storefront Drop-shipping and fulfilment Credit partnerships
Vetted and curated suppliers based
on global demand creation readiness
Faster raw material procurement
Marketplace, product, assortment Centralisation & enhancement of Aggregated warehousing for high
inputs based on trends research catalogue assets frequency SKUs Packaging support

One-stop shop for all compliance Integration to marketplaces QC support Demand generation - omnichannel
requirements
Performance marketing Return logistics

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Opportunity size: 6-7 US$ Bn cross-border e-commerce opportunity in the
next 2-3 years for Tradeo’s relevant categories
India Exports (2026P) India B2C E-commerce exports (2026P)
US Imports (2026P)
across relevant categories with India
across relevant categories across relevant categories
advantage

355 Bn 23 Bn 6-7 Bn

175 16 3

85 1 0.5

70 2.5 1

20 3 1

5 0.7 0.5

Home Goods Toys Imitation, Silver Jewelry Leather Goods Pets

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Home goods includes Home textiles, Carpets & Rugs, Small décor, Kitchenware, Small Furniture
Sources: UN Comtrade, Tradestat Ministry of Commerce India, Dataweb US Trade data, Amazon Global selling
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Short term – 15% margin
• Flat commission on transaction value on marketplaces

• Base version of Tradeo platform to be given as a utility to sellers

Business
2
Medium Term – Margin expansion to 18%
• Addition of value-added services such as centralized design, logistics, packaging
model • Launch of enterprise version of platform

Long Term – Margin expansion to 20+%

3 • Launch own private-label brand

• Product IP development for underpenetrated SKUs with India advantage

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Initial traction and network

• Identify starting SKUs and 5 suppliers/ brands

Starting target categories: Next 4 months • Go live on 5+ US marketplaces
• Home textiles: Bed linen, cushions,
curtains, rugs • Validate sequencing of tech product
• Décor: Wall décor

3 top factories with • Leveraging Etsy, Good Earth, Indian Export

brand presence Promotion Council networks
Moradabad
Jaipur onboarded • 2 target supplier clusters (~$2 Bn exports)

• Working with 5+ marketplaces

• Building partnerships with marketplaces
Demand gen.
(Wayfair, Etsy, 1st Dibs ) and retailers

Target suppliers: looking to grow marketplace (Bob's

• US$ 1-12.5 Mn / year (topline) furniture, Jerome's)
• Brand presence
• Own/ contract manufacturing • Leveraging HBS, HKS, BCG, Etsy, Meta exec
• Low MOQs
• Export certifications network
(for mfg set-up) 10
Moat: Sharp focus on product-led approach to establish value prop for Tradeo’s
suppliers

Global insights and feedback loop on category-specific trends, products,

cataloguing and what it takes to win on marketplaces

Leveraging Gen-AI to build tech use-cases across cataloguing,

one-stop integration to marketplaces

Strategic partnerships with marketplaces

Fulfilment network built over time to facilitate cross-border drop-

shipping and 3PL

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Focus on product-led approach vs. services play to build a sustainable moat
Why now: 2023-2027 will determine India’s right to play in cross-border e-commerce
for lifestyle goods

Changing buyer and supplier Growth in e-commerce led Supply chain

landscape exports diversification
• Traditional global retailers shifting • Amazon cross-border sales growing
to less inventory, marketplace-led >50% YoY since 2020 • Premiumization of lifestyle goods
models eg. 30% of all sales in the category: Growing demand for hand-
US in 2021 and is slated to grow at made, unique, from the source
a fast rate • Greater push by government products where India has a natural
(simplified export policy for e- advantage
• Highly fragmented supply base of commerce, faster clearances)
emerging players (45% SMEs) with • Covid-19 exposed the fragility of
low factory utilization • Covid-led digitisation of global supply chains and accelerated
manufacturing sector in India the need for diversification amongst
• Many manufacturers launching suppliers for e-commerce
own D2C/ online stores post Covid marketplaces
(~5000+ emerging brands in target
categories)
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 Roadmap: For the next 18 months

Immediate priorities
(next 4 months)
Q3 2023 Q4 2023 Q1 2024 Q2 2024 Q3 2024 Q4 2024

Demand • MVP for cataloguing solution

generation
Onboarding 6 Go live on select Onboarding 10 Onboarding 15 Onboarding 20
brands/ ecommerce brands/
manufacturers
brands/
manufacturers
brands/ • Validate key metrics through
manufacturers marketplaces manufacturers
e2e orders:
Executing orders successfully
and establishing value prop
▪ GMV growth for
Product
suppliers
V1 of Cataloguing V2 of Cataloguing solution Rapid iteration ▪ Starting SKUs
Deep dive into e2e solution
order cycles V1 of Integration solution ▪ Lower TAT for fulfilment
▪ WC cycle
▪ Tradeo’s take rate
Category expansion – Going deeper across the Supplier & Buyer
Growth levers jewelry, toys, pets, leather value chain geography expansion
goods
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Competition: Tradeo aims to win the market with a product-led approach and focus on
home goods as the starting category

Amazon Global Selling Services-led marketplace Wholesale marketplaces SaaS players

enablers
Incubator model for select scaled Largely services/ agency led play B2B Wholesale marketplace model Plug and play SaaS solutions for
up brands/ manufacturers with with limited or no product individual use-cases such as
limited/ no product for self-serve cataloguing, integrations
Focus on mom and pop and
Focus on different categories: physical retailers, wholesalers for
Focus on Amazon only for demand Health & Wellness, BPC demand gen Limited intelligence, fulfilment,
gen demand gen layer
Small order sizes, ready-to-ship
”Amazon tax” of 50%+ on MRP for products from catalogues Tough to monetize SMB SaaS in
global fulfilment India

Product-led & full-stack approach

Focus

Deep category focus starting with home goods

Tradeo differentiators
Re-imagining tech for key-use cases across product intelligence,
cataloguing, integration to marketplaces using Gen AI 14
Round structure and milestones

Immediate Milestones

$750K $300K Monthly GMV at 15% take rate

Investment Commitments
Ask Received 180k
100k
Angel investors/ founders and advisors from:

12-months 18 months
(Aug 2024) (Dec 2024)

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THANK YOU

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