Elevating Shajgoj Limited — Bangladesh’s #1 Beauty E-commerce
Brand:
Shajgoaj
Category:
Digital Transformation
Date:
28 February, 2019
Location:
Dhaka, Bangladesh
Case Study: Elevating Shajgoj Limited — Bangladesh’s #1 Beauty E-commerce
In 2018, Shajgoj Limited embarked on a transformative digital journey, evolving from a Facebook-only beauty brand into Bangladesh’s preeminent beauty e-commerce platform within nine months. By architecting and executing a data-driven digital marketing framework—built on high-velocity content strategy, precision-paid media, and rigorous analytics—Shajgoj achieved 100,000+ orders, set new standards for cost-efficient conversion, and emerged as the market leader in this sector.
Background and Challenges
Initial Positioning: Shajgoj operated exclusively through a Facebook page, lacking a website, search presence, and expansive offline footprint (limited to two outlets in prominent shopping centers).
Business Obstacles:
- Transitioning an engaged social community into a scalable, transaction-driven e-commerce business without a mature website.
- Structuring logistics and fulfillment to accommodate rapid spikes in volume.
- Achieving significant sales growth while entirely circumventing legacy retail models during the early phase.
Objectives
- Establish Shajgoaj as the authoritative beauty-commerce brand in Bangladesh.
- Drive exponential daily order growth in a compressed timeframe.
- Integrate content marketing, video engagement, and paid digital acquisition for maximum conversion efficiency.
- Seamlessly evolve operations from f-commerce (Facebook commerce) to a unified, platform-based e-commerce model.
Strategy and Implementation
Digital Strategy Development
- Defined Shajgoj as the definitive digital-first beauty destination, supported by consumer insight and persona segmentation.
- Leveraged granular audience profiling to architect influencer partnerships and campaign roadmaps aligning with buyer motivations.
Content-Driven Engagement
- Launched an integrated beauty blogging platform, generating a steady influx of organic visitors and building a trusted affinity community.
- Introduced pre-recorded livestream sales with time-limited offers, creating urgency and instant conversion triggers.
- Synchronized product campaigns and editorial content for a seamless narrative, amplifying campaign reach and brand equity.
Paid Performance Marketing
- Orchestrated targeted Facebook and Instagram marketing, prioritizing rigorous A/B testing of creative and offer structures.
- Following the website launch, deployed structured remarketing and retargeting funnels, optimizing touchpoints along the conversion journey.
- Strategically decreased cost per acquisition, achieving campaign benchmarks as low as $0.04 per conversion at scale—a region-leading performance
Creative Production and Innovation
- Developed original multimedia creative, live video retail formats, and platform-specific content series.
- Executed coordinated discount-led campaigns with compelling calls to action to capitalize on impulse buying behavior.
Data-Driven Optimization
- Implemented advanced analytics infrastructure (Facebook Pixel, Google Analytics) post-website deployment.
- Continuously refined user journeys and optimized media placements, leveraging real-time data for segment evolution and efficiency gains.
Execution Timeline
Phase | Key Actions | Milestones Achieved |
Months 1–2 | Facebook shop setup; logistics hub established; basic delivery capacity | Surpassed 50 daily orders |
Months 3–4 | Blog/content marketing ramp-up; live sales launched; initial paid social campaigns | Established daily content cadence |
Month 5 | Web platform go-live; analytics and tracking stack integration | Transitioned to scalable funnel |
Months 6–8 | Retargeting and advanced campaign orchestration; blog-product integration | Scale-up of repeat orders and community |
Month 9 | Fully integrated commerce engine; matured all channels | 100,000+ orders |