Submitted By

Patrick A. Howlader
Roll:03 Batch: 65B
Major: Finance
Department of Business Administration
Dhaka International University

Submitted to
Hasina Parvin Jolly
Assistant Professor
Department of Business Administration
Dhaka International University
 Table Of Content
Introduction......................................................................................................................................3
Organizational Overviews...............................................................................................................4
E-commerce Framework of Rokomari.com....................................................................................5
E-commerce Infrastructure of Rokomari.com.................................................................................8
E-marketing strategy of Rokomari.com........................................................................................13
Limitations And Recommendations Of Rokomari.com................................................................16
Conclusion.....................................................................................................................................18
 Introduction
Electronic commerce or E-commerce, refers to the buying and selling of goods and services
through digital platforms, primarily the internet. It has revolutionized the way businesses
operate, offering customers the convenience of shopping from anywhere at any time, while
enabling companies to reach wider markets with reduced operational costs. E-commerce
encompasses a variety of business models, including Business-to-Consumer (B2C), Business-to-
Business (B2B), Consumer-to-Consumer (C2C), each contributing to the rapid transformation of
global trade dynamics.
In Bangladesh, the rise of e-commerce has been significant, particularly over the past decade.
Driven by increased internet penetration, smartphone usage, and a growing middle-class
population, digital commerce has become an integral part of the country’s retail landscape.
Companies and organizations across various sectors—ranging from fashion, electronics, and
food delivery to education and healthcare—are leveraging online platforms to deliver products
and services. Major e-commerce players like Daraz, Chaldal, Pickaboo, and Rokomari.com have
made considerable strides in catering to the evolving demands of tech-savvy consumers.
Government initiatives, mobile financial services like bKash and Nagad, and improvements in
digital infrastructure have further accelerated the adoption of e-commerce across both urban and
rural regions. Despite some challenges such as logistical limitations, lack of trust in online
transactions, and digital literacy gaps, the industry continues to grow at a promising rate.
This assignment focuses on the practice of e-commerce in Bangladesh through a detailed case
study of Rokomari.com, a leading online bookstore that has emerged as a prominent example of
how local enterprises can thrive in the digital marketplace. The study explores how
Rokomari.com utilizes e-commerce strategies, addresses customer needs, and navigates the
challenges of operating in a developing country’s digital economy.
 Organizational Overviews
Rokomari.com is one of the leading e-commerce platforms in Bangladesh, primarily focused on
selling books online. Established in 2012 under the parent company Onnorokom Group,
Rokomari.com has quickly become a household name among book lovers, students, educators,
and knowledge seekers across the country. Its name, derived from the Bengali word "Rokomari,"
meaning "variety," reflects the platform's commitment to offering a diverse collection of books
and educational materials. The platform specializes in the online sale of Bangla and English
books, including academic textbooks, novels, children’s books, research materials, and
professional publications. Over time, it has expanded its offerings to include electronics,
stationery, and other educational products.
The name "Rokomari" comes from the Bangla word “রকমারি,” which means "variety,"
reflecting the company's vision to offer a diverse range of products and cater to the multifaceted
needs of its customers. Headquartered in Dhaka, Rokomari.com operates solely through its
online platform, making it one of the first businesses in Bangladesh to focus entirely on e-
commerce for educational and literary products. Rokomari.com works closely with thousands of
local and international publishers and authors, providing a platform for them to showcase their
works to a wider audience. One of the company's distinguishing features is its strict content
policy, where books that promote hate speech or religious extremism are not allowed, reflecting
its commitment to responsible business practices.
The company’s operations are centered around a user-friendly website and mobile application,
allowing customers to easily browse, search, and order products online. Rokomari.com provides
convenient delivery services across Bangladesh, and has integrated secure digital payment
systems such as bKash, Nagad, and card payments, while also offering cash-on-delivery options
for customers.
Over the years, Rokomari.com has not only carved out a unique niche in the e-commerce market
of Bangladesh but also set a benchmark for how digital platforms can be used to promote
learning, culture, and innovation in a developing economy.
 E-commerce Framework of Rokomari.com
The E-commerce field is diverse involving many activities, organizational units, and
technologies. An E-commerce framework contains important factors that are: 1) People 2) Public
policy 3) Marketing and advertising 4) Support services 5) Business partnerships.
The e-commerce framework of Rokomari.com is a comprehensive digital ecosystem that
integrates people, technology, policy, marketing, services, and strategic alliances. As one of the
pioneering online bookstores in Bangladesh, Rokomari.com has developed a sustainable and
scalable model that reflects the broader trends and challenges of digital commerce in emerging
markets. This framework has enabled the company to thrive in a competitive environment while
promoting access to literature and educational resources across the country.
1. People
The success of Rokomari.com heavily relies on its human capital. The organization has built a
team of highly skilled professionals, including software engineers, digital marketers, UI/UX
designers, logistics coordinators, and customer service agents. Each department plays a critical
role in ensuring that the platform remains functional, responsive, and user-friendly.
 Customers are the lifeblood of Rokomari.com. They include students, researchers,
educators, book lovers, and general readers from both urban and rural areas. Rokomari’s
platform is designed to cater to the preferences of different customer segments, offering a
wide variety of books in Bengali and English, as well as academic materials.
 Sellers and publishers also form an essential part of the ecosystem. Rokomari.com has
built strong relationships with over a thousand local and international publishers. It also
empowers self-published authors, providing them with a platform to distribute their work.
 Employees and support staff contribute by maintaining daily operations, from inventory
management and packaging to customer communication and feedback processing.
Through continuous training, employee motivation, and a culture of innovation, Rokomari.com
has managed to sustain its growth trajectory and stay ahead in the competitive digital
marketplace.
2. Public Policy
Operating within the legal and regulatory framework of Bangladesh, Rokomari.com aligns itself
with several government policies that promote digital transformation, financial inclusion, and
ICT development.
 The Digital Bangladesh initiative has laid the groundwork for increased internet
penetration, ICT literacy, and infrastructure development—all of which have facilitated e-
commerce growth.
  The company complies with taxation laws, consumer protection rules, and intellectual
property rights, which are vital for maintaining ethical and legal business practices.
 Rokomari.com supports the government’s cashless economy goals by promoting the use
of digital payment gateways such as bKash, Nagad, Rocket, and bank card systems.
 The platform also emphasizes cybersecurity and user privacy, ensuring that customer
data is protected in line with emerging data protection frameworks.
While public policy supports e-commerce growth, Rokomari.com also advocates for more
streamlined import policies for international books and better postal/logistics infrastructure to
reach remote regions more efficiently.
3. Marketing and Advertising
Rokomari.com adopts a multi-channel marketing strategy to promote its services and engage
with its target audience. Unlike conventional e-commerce platforms that focus primarily on
transactional advertising, Rokomari.com integrates content-driven marketing to build a
community of readers.
 Social media platforms such as Facebook, Instagram, and YouTube are actively used to
promote new arrivals, author events, discounts, and reading campaigns. The platform has
a strong Facebook presence, where it engages users with literary content, quizzes,
giveaways, and live events.
 Email marketing and push notifications are used for personalized offers and order
updates.
 SEO-optimized content, blogs, book reviews, and recommendations drive organic
traffic to the site, improving its visibility on search engines.
 During national events, academic seasons, and special occasions like Ekushey Book Fair
or Pohela Boishakh, Rokomari runs large-scale campaigns to boost engagement and
sales.
 Collaborations with social influencers, authors, and academic personalities also help
increase brand credibility and drive word-of-mouth marketing.
This customer-centric and content-rich approach has positioned Rokomari.com not just as an
online store, but as a cultural hub for readers.
4. Support Services
Support services are the backbone of Rokomari.com’s customer satisfaction strategy. The
platform has invested in creating a reliable, transparent, and responsive support system to
address the needs of its users.
 Customer service is available via phone, email, chat, and social media to resolve issues
related to orders, payments, returns, and book availability.
  Logistics and delivery are managed through both in-house teams and third-party
couriers, ensuring coverage across all 64 districts of Bangladesh. Real-time order
tracking adds transparency to the process.
 Flexible payment options, including cash-on-delivery and digital wallets, make it easy
for users of different backgrounds to complete transactions.
 Return and refund policies are clearly communicated and efficiently managed, creating
a sense of trust and reliability.
 Technical support teams continuously maintain the website and mobile app to ensure
they function smoothly and securely, with regular updates for bug fixes, UI
improvements, and performance optimization.
All of these services contribute to Rokomari.com’s reputation for dependable customer care and
seamless shopping experiences.
5. Business Partnerships
Partnerships are a strategic element of Rokomari.com’s business model. These alliances help the
company expand its offerings, improve service quality, and streamline operations.
 Publisher partnerships are central to content acquisition. Rokomari maintains contracts
with leading academic and literary publishers, giving it access to exclusive releases and
bestsellers.
 Tech and IT partners assist in maintaining its digital infrastructure, including cloud
services, payment integrations, cybersecurity solutions, and analytics.
 Logistics and courier companies such as Sundarban Courier, SA Paribahan, and Pathao
help Rokomari reach customers in remote locations with timely deliveries.
 Financial institutions and mobile wallet providers enable secure, efficient payment
processing and promotional partnerships like cashback offers.
 Educational institutions often collaborate with Rokomari.com for bulk book orders,
student discounts, and reading events, helping the platform expand its academic
influence.
These partnerships not only enhance Rokomari’s operational capabilities but also support its
long-term vision of becoming the go-to digital destination for education and literature.
E-commerce Infrastructure of Rokomari.com
The success of any e-commerce business heavily relies on the robustness and adaptability of its
digital infrastructure. In the case of Rokomari.com, its e-commerce infrastructure is strategically
built to ensure scalability, customer satisfaction, and seamless digital operations. This
infrastructure includes the integration of user-friendly platforms, secure payment systems,
effective catalog and inventory management, customer data processing, logistics support, and
real-time analytics. Together, these systems form the technological backbone that allows
Rokomari to function efficiently and remain competitive in Bangladesh’s growing digital
economy.

1. Website Platform and Technology Stack

Rokomari.com’s website is the central hub of its digital operations. It is built using a custom tech
stack, developed in-house to meet the platform’s specific needs and customer base.
 Technology Stack: Although the exact stack is not publicly disclosed, the website
appears to use modern technologies such as PHP or Python (for backend), JavaScript (for
frontend), and relational databases like MySQL or PostgreSQL.
 Responsive Web Design: The user interface (UI) is clean, intuitive, and localized in
both Bengali and English, ensuring accessibility for a wide range of users. The website
uses responsive web design, allowing it to adapt seamlessly to different screen sizes and
devices. The site adapts to various devices and screen sizes, ensuring a seamless user
experience on desktops, tablets, and smartphones.
 Load Handling: Built to handle high traffic during promotional periods like the Ekushey
Book Fair or Eid sales, the platform likely uses cloud hosting or scalable server solutions
to prevent downtime.
 Search Engine Optimization (SEO): The site is highly SEO-optimized, appearing
prominently in search results for books and authors, which helps increase organic traffic.
Advanced search functionality and filtering options help users find books by title,
author, publisher, category, or ISBN, contributing to an efficient shopping experience.

2. Product Catalog and Content Management

The product catalog of Rokomari.com is the most critical element of its infrastructure, as it offers
a wide variety of books and educational tools.
 Diverse Inventory: Over 200,000 books, including academic, literature, science,
religious, self-help, biographies, and children’s books. Dynamic stock management
ensures that availability information is updated in real-time.
  Detailed Listings: Each product listing includes detailed information such as: Book title,
Author, Publisher, Price, Language, Binding (Hardcover/Paperback), Page count, ISBN
number, Customer reviews and ratings. Users can browse categories or explore curated
collections such as bestsellers, new arrivals, author recommendations, and seasonal picks.
 Catalog Management System: A robust internal Product Information Management
(PIM) system ensures that catalog entries are updated in real time and organized
efficiently across multiple categories.
 User Personalization: The site uses cookies and user behavior data to recommend books
based on interests, previously viewed products, and buying history.

3. Shopping Cart and Order Processing System

Like all leading e-commerce platforms, Rokomari.com has a dynamic shopping cart system,
which is fully integrated into the website and mobile app.
 Cart Features: Users can add multiple items, adjust quantities, save items for later, and
apply discount codes. This system allows users to: Add multiple items to their cart,
Review and edit cart contents, Apply discount codes or promotional offers, Select
delivery method and location, Proceed to checkout when ready. Cart items are saved
under user accounts and synchronized across devices.
 Checkout Process: Rokomari.com offers a quick and streamlined checkout process
designed to enhance user convenience and reduce cart abandonment. Customers can
easily enter or select their delivery address, choose from multiple delivery methods (such
as standard or express delivery), and select from various secure payment options
including Cash on Delivery (COD), mobile banking (e.g., bKash, Nagad), credit/debit
cards, and internet banking. The interface is user-friendly, guiding users step-by-step
without unnecessary complications. Once an order is confirmed, it is routed to
Rokomari’s Order Management System (OMS), which assigns the order to the correct
fulfillment center. Customers receive real-time updates on the status of their order via
SMS, email, and dashboard notifications.

4. Payment Infrastructure
Rokomari.com provides a multi-channel payment gateway system to support diverse customer
preferences in Bangladesh.
 Available Payment Methods: Rokomari.com offers a wide range of payment methods to
accommodate the diverse preferences of its users across Bangladesh. Cash on Delivery
(COD) remains the most popular option, particularly among new customers or those who
prefer to verify the product before making a payment. Rokomari.com widely uses platforms
like bKash, Nagad, and Rocket are fully integrated, enabling fast, secure, and convenient
 payments directly through mobile phones. Rokomari supports all major local and
international cards including Visa, Mastercard, and American Express. This provides
flexibility for both domestic and international customers. These options are especially
popular due to their ease of use, widespread availability, and promotional cashback offers.
 Security Measures: Rokomari.com prioritizes the safety and privacy of its customers,
ensuring secure transactions and data protection throughout the shopping process. The
platform employs SSL encryption to safeguard all data transmitted between users and the
website, ensuring that sensitive information such as personal details and payment data is
encrypted and secure from potential cyber threats. The use of PCI-DSS compliant payment
gateways ensures that all payment transactions are processed following stringent industry
standards, minimizing the risk of credit card fraud and unauthorized access to financial data.
To further strengthen security, Rokomari.com implements fraud detection systems that
continuously monitor for suspicious activities or unauthorized access attempts. These
systems use advanced algorithms to detect any potential fraud or malicious behavior, alerting
the platform’s security team in real-time. By adhering to these global security standards,
Rokomari guarantees that its customers' payment information is handled with the highest
level of care and security.

5. Logistics, Fulfillment & Inventory Infrastructure

Timely and accurate delivery is crucial for customer satisfaction in e-commerce. Rokomari.com
maintains a hybrid logistics model and real-time inventory tracking system.
 Warehouse System: Rokomari.com operates a centralized warehouse located in Dhaka,
strategically positioned to ensure efficient distribution across the country. The platform
employs Warehouse Management Software (WMS), a sophisticated tool designed to
track inventory in real-time, optimizing stock levels and preventing stockouts. It allows
Rokomari to maintain an accurate record of inventory movements, enabling the team to
easily monitor stock levels, manage returns, and identify slow-moving products. This
system also provides data-driven insights into product demand, helping the company
forecast and plan inventory more effectively.
 Delivery Network: Rokomari.com has built a robust and efficient delivery network to
ensure timely and reliable product distribution across Bangladesh. Within Dhaka city,
the company operates its own delivery fleet, which allows for greater control over
delivery schedules, improved customer service, and faster last-mile delivery.
For deliveries beyond Dhaka, Rokomari collaborates with a network of trusted third-
party courier services, including Sundarban Courier, SA Paribahan, Paperfly, and
Pathao. These partnerships enable the platform to extend its reach to almost every corner
of the country, including semi-urban and rural areas. The average delivery time is
approximately 1 to 2 working days within Dhaka and 3 to 5 working days outside
Dhaka, depending on the destination and courier availability. Customers can track their
orders via order dashboard, SMS alerts, and email updates.
6. Mobile App Integration
Rokomari has a dedicated mobile app (Android) to cater to the growing number of mobile-first
users in Bangladesh.
Rokomari.com’s digital platform, including its website and mobile app, is designed to offer a
seamless and feature-rich shopping experience for users. The app gives full access to the product
catalog, allowing customers to easily browse also supports voice search and barcode scanning
functionalities, making product discovery faster and more intuitive—especially useful for users
looking for specific titles or quickly comparing items in-store. To keep users engaged and
informed, the platform provides push notifications for promotions, discounts, flash sales, and
updates on order status. The overall design of the app emphasizes user convenience, with an
intuitive interface, personalized recommendations based on browsing history, and account
management features like wishlist creation, saved addresses, and order history. These features
collectively enhance the user experience and encourage repeat visits, helping Rokomari maintain
a strong relationship with its customer base.

7. Customer Account and Relationship Management

Rokomari.com has developed a robust Customer Relationship Management (CRM) system that
plays a central role in enhancing user engagement, satisfaction, and loyalty. The CRM
infrastructure efficiently manages user registration, allowing customers to create personalized
profiles where their preferences, saved items, and past orders are securely stored.
Through the CRM system, Rokomari maintains detailed records of order history and user
behavior, which helps in tailoring services and product recommendations to individual needs.
Customers can also submit product reviews and ratings, helping build a sense of community and
trust among shoppers. Additionally, the platform provides a responsive system for handling
feedback, queries, and complaints, ensuring that customer concerns are addressed promptly and
professionally.
Using behavioral data and purchase history, the system delivers personalized communication
through SMS, email, and in-app notifications. It sends out tailored product recommendations,
special discount codes, and seasonal offers. These targeted marketing strategies not only boost
user engagement but also reinforce brand loyalty and improve customer retention.

8. Cybersecurity and Data Privacy

Security is a fundamental pillar of Rokomari.com's digital ecosystem, where protecting user data
and ensuring safe transactions are treated as top priorities. The platform is hosted on scalable and
secure cloud infrastructure that offers 24/7 system monitoring and uptime management. This
ensures that the platform remains consistently available and responsive, even during peak traffic
hours or promotional campaigns.
Rokomari employs robust data encryption protocols where data is secured using SSL certificates,
ensuring that information transmitted between the user and the platform remains private and
tamper-proof. Internally, Rokomari uses a strict access control system where employee
permissions are role-based, ensuring that only authorized personnel can access specific
administrative dashboards or customer information. This minimizes the risk of internal data leaks
or unauthorized use of sensitive data. To maintain platform integrity and defend against cyber
threats, Rokomari conducts regular security audits, maintains active firewall monitoring, and
employs DDoS (Distributed Denial-of-Service) protection systems.
By investing heavily in its cybersecurity infrastructure and continuously evolving its defense
mechanisms, Rokomari not only protects its own operations but also reassures users that their
personal and financial information is handled with the highest degree of care.

9. Data Analytics and Business Intelligence

Rokomari.com employs a comprehensive data-driven approach across its operations, using real-
time analytics and business intelligence tools to support strategic decision-making and
operational efficiency. Data is collected and analyzed using data analytics software like Power
BI, Tableau providing valuable insights that influence decisions across departments, including
sales, marketing, inventory management, and user experience design. Sales analytics plays a
critical role in understanding customer preferences and market trends. The platform continuously
monitors performance by category, author, publisher, and geographic region to identify high-
performing segments and potential growth opportunities.
Moreover, Rokomari utilizes advanced inventory forecasting powered by historical sales data
and predictive analytics. This helps the company maintain optimal stock levels and prevent
issues such as overstocking or understocking, especially during seasonal peaks like exam
periods, Eid, or book fairs.
All of these data insights are not only used to optimize internal operations but also to create a
more personalized experience for users. Recommendations, special bundles, and homepage
content are often shaped by behavioral data, ensuring that each user sees products and offers
most relevant to them. Ultimately, Rokomari’s use of data analytics strengthens its
competitiveness, improves operational agility, and reinforces customer satisfaction through
precision and personalization.
 E-marketing strategy of Rokomari.com
E-marketing, also known as digital marketing or online marketing, refers to the use of electronic
media and digital technologies to promote products and services. It encompasses a wide range of
marketing activities that leverage the internet, mobile devices, social media platforms, search
engines, and other digital channels to reach and engage with customers. Unlike traditional
marketing, e-marketing allows companies to target specific audiences, measure performance in
real time, and engage with customers on a more personal and interactive level.
Organizations around the world use various e-marketing strategies to increase brand awareness,
drive website traffic, and boost sales. Some of the most commonly used strategies include:
1. Search Engine Optimization (SEO): Enhancing website content and structure to rank
higher in search engine results and attract organic traffic.
2. Search Engine Marketing (SEM): Paid advertising strategies such as Google Ads to
appear on search engine results pages.
3. Social Media Marketing: Using platforms like Facebook, Instagram, Twitter, LinkedIn,
and TikTok to promote products, engage with customers, and build communities.
4. Email Marketing: Sending newsletters, promotional messages, and personalized offers
to a list of subscribers.
5. Content Marketing: Creating valuable and relevant content (blogs, videos, infographics,
etc.) to attract and retain a clearly defined audience.
6. Affiliate Marketing: Partnering with external websites or influencers to promote
products in exchange for a commission on sales.
7. Influencer Marketing: Collaborating with social media influencers to endorse products
or services.
8. Online Advertising: Display ads, video ads, banner ads, and pop-ups on websites or
apps.
9. Mobile Marketing: Sending SMS or push notifications and creating mobile-optimized
websites or apps for better engagement.
10. Analytics and Data Tracking: Using tools like Google Analytics, Meta Pixel, or Hotjar
to monitor user behavior and optimize strategies.

Rokomari.com, a pioneering force in Bangladesh’s e-commerce landscape, particularly in the

domain of books and educational resources, has adeptly harnessed a range of e-marketing
strategies to build and expand its digital footprint. Through innovative and targeted online
marketing approaches, Rokomari.com has not only secured a strong presence in the competitive
digital marketplace but has also cultivated a loyal and growing customer base. Here is an in-
depth look at the e-marketing approaches employed by Rokomari.com:
1. Social Media Marketing: Rokomari.com maintains a strong presence on platforms like
Facebook, Instagram, and YouTube. They post regular updates about new book arrivals,
offers, author interviews, book reviews, and engaging content such as memes or quotes.
Their Facebook page is particularly active, where they interact with followers through
 comments, reactions, polls, and live sessions. These activities enhance brand visibility
and customer engagement. This multi-platform strategy enables Rokomari.com to
maintain relevance, increase reach, and effectively promote their products in a digitally
competitive environment.
2. Email and SMS Marketing: Rokomari.com sends out weekly newsletters featuring
bestselling books, upcoming releases, and ongoing discounts. Personalized
recommendations based on past purchases also encourage repeat buying. SMS marketing
is used for short-term promotional campaigns and order updates, which keeps customers
informed and involved. This dual strategy helps Rokomari.com stay top-of-mind for
customers while maintaining a continuous loop of interaction that keeps users informed,
interested, and involved in the platform’s offerings.
3. Search Engine Optimization (SEO): The website is optimized for search engines with
relevant keywords in product titles, descriptions, and meta tags. In addition to on-page
SEO elements, Rokomari.com also focuses on technical SEO aspects such as fast page
loading speed, mobile responsiveness, and a clean site architecture, which contribute to a
seamless user experience and improved search rankings. This commitment to SEO not
only drives consistent organic traffic to the site but also establishes Rokomari.com as a
credible and authoritative source in the online book market of Bangladesh. Consequently,
potential customers are more likely to discover the platform without relying on paid
advertisements, making SEO a cost-effective and sustainable marketing approach.
4. Content Marketing: Rokomari.com often publishes blog articles, author features, and
educational content that adds value to its target audience. By publishing insightful and
well-researched content, Rokomari.com not only nurtures an engaged community of book
lovers but also enhances its SEO performance. This strategy not only helps in SEO but
also positions the brand as a thought leader in the literary and educational domain.
Beyond its SEO benefits, content marketing serves as a powerful tool for brand
positioning. Through thoughtful and engaging blog posts, Rokomari.com is able to
establish itself as a thought leader in the field, offering more than just a marketplace for
books.
5. Influencer Collaborations and Affiliate Marketing: Influencer Collaborations and
Affiliate Marketing have become pivotal in Rokomari.com’s strategy to broaden its
reach and cultivate trust within its target market. The platform actively partners with a
variety of local influencers, book reviewers, and educational YouTubers, who already
have established credibility and a loyal following integrate Rokomari.com into their
content through recommendations, reviews, and sponsored posts. This collaboration goes
beyond mere promotion; it’s about building a genuine connection with potential
customers. Affiliate marketing further amplifies this strategy. By offering affiliates a
commission for each sale they generate through their unique referral links,
Rokomari.com encourages a network of bloggers, social media influencers, and content
creators to actively promote the platform.
6. Online Advertising and Retargeting: Online Advertising and Retargeting are critical
elements of Rokomari.com’s approach to capturing both new customers and re-engaging
previous visitors. The platform strategically invests in paid ads across major online
channels, including Google Ads and social media platforms like Facebook and Instagram.
These ads are meticulously crafted to target specific customer segments based on their
browsing habits, demographics, and interests, ensuring that Rokomari.com reaches
potential buyers who are most likely to be interested in their offerings. A particularly
effective strategy employed by Rokomari.com is retargeting. This technique involves
displaying ads to users who have previously visited the site but did not complete a
purchase. By tracking the items, a user viewed or added to their cart, retargeting ads serve
as reminders, nudging them to return to the platform and finalize their purchase. These
ads are often personalized, displaying the exact products the user had shown interest in,
thereby creating a sense of urgency and relevance.
7. Mobile App Engagement: Mobile App Engagement plays a pivotal role in enhancing the
customer experience on Rokomari.com, providing users with a seamless and convenient
shopping experience right at their fingertips. A key feature of the app is its push
notifications, which serve as a direct line of communication between Rokomari.com and
its customers. These notifications alert users to new book arrivals, upcoming sales,
personalized discounts, and special offers, keeping them engaged with the platform and
encouraging them to return for repeat purchases. Through push notifications,
Rokomari.com can also remind customers about items left in their cart or highlight
promotions that are tailored to their interests based on previous browsing or purchase
behavior.
8. Customer Relationship Management (CRM): Customer Relationship Management
(CRM) is at the heart of Rokomari.com’s approach to fostering long-term loyalty and
trust among its customers. The platform understands that in the competitive e-commerce
landscape, retaining customers is just as important as attracting new ones. To achieve
this, Rokomari.com places a strong emphasis on gathering feedback from users,
ensuring that they actively listen to their customers' needs, concerns, and suggestions.
A significant part of Rokomari.com’s CRM strategy is its dedication to providing
excellent customer support. Whether it's through prompt responses to inquiries,
assistance with order issues, or troubleshooting technical problems, the platform ensures
that customers have a smooth and positive experience at every touchpoint.
Additionally, Rokomari.com implements a loyalty rewards program, which incentivizes
repeat business by offering discounts, special deals, or points that customers can redeem
for future purchases. This loyalty program is designed to reward frequent shoppers and
encourage continued engagement with the platform. The platform’s focus on building
relationships goes beyond transactional interactions.
 Limitations And Recommendations Of
Rokomari.com
While Rokomari.com has established itself as a dominant player in Bangladesh’s e-commerce
industry, particularly in the niche market of books and educational products, it is not without its
limitations. Addressing these challenges will not only help Rokomari.com maintain its market
leadership but also position the platform for sustained growth in an increasingly competitive
digital landscape. This section will discuss the key limitations of Rokomari.com and provide
actionable recommendations for overcoming these challenges.
Limitations of Rokomari.com
1. Limited Product Variety Beyond Books While Rokomari.com is widely recognized for its
extensive collection of books, its product range outside of books remains somewhat limited
compared to larger e-commerce platforms like Daraz or Chaldal. This limits Rokomari’s
potential to expand into other high-demand categories and reduce dependency on the book
market.
Recommendation: Rokomari.com should consider expanding its product catalog to include
other popular categories, such as stationery, educational tools, electronics, and lifestyle
products. Diversifying its product offerings can help attract a broader customer base and
increase overall sales.
2. Website and User Experience Issues: Although Rokomari.com’s website is functional,
there are occasional concerns related to user experience (UX). Some customers have reported
that the website is not always intuitive, especially for new users unfamiliar with navigating e-
commerce platforms. Additionally, issues like slow page load times and occasional glitches
can lead to a frustrating shopping experience.
Recommendation: Rokomari.com should invest in website optimization by enhancing site
speed, improving mobile responsiveness, and refining the user interface (UI) for better
navigation. Regular updates and usability testing could help ensure a smooth, hassle-free
experience for users, particularly during peak shopping seasons.
3. Delivery and Logistics Challenges: Although Rokomari.com offers delivery across
Bangladesh, there have been occasional complaints about delays, especially in rural areas.
Shipping costs can also add up, which may discourage price-sensitive customers. Customers
in more remote regions may experience limited access to fast, affordable delivery.
Recommendation: Rokomari.com can collaborate with more regional delivery partners to
ensure quicker and more affordable shipping options. Investing in a robust logistics
management system can help streamline the entire delivery process, improving both
efficiency and customer satisfaction. Additionally, offering free or subsidized delivery during
promotional periods could attract more customers.
4. Limited Payment Options: Rokomari.com offers several payment methods, including cash
on delivery (COD) and mobile payments like bKash. However, the platform lacks integration
with international payment systems such as PayPal, which may deter international customers
or those who prefer digital payment systems over COD.
Recommendation: To broaden its customer base, Rokomari.com should look into
integrating additional online payment gateways, including PayPal, debit/credit card options,
and international payment systems. Expanding the range of payment options will enhance
customer convenience and trust.
5. Lack of Personalized Marketing: While Rokomari.com uses basic email and SMS
marketing, it does not fully leverage personalized marketing techniques, such as product
recommendations based on browsing history, past purchases, or demographic data. In a
market where personalization drives customer loyalty, this can be a missed opportunity.
Recommendation: Rokomari.com should invest in AI-driven recommendation systems that
offer personalized product suggestions based on individual browsing behavior and purchase
patterns. Additionally, targeted email marketing campaigns that reflect customer preferences
can drive repeat purchases and increase customer retention.
6. Limited International Reach: Although Rokomari.com is one of the leading e-commerce
websites in Bangladesh, it has not yet established a strong international presence. This is a
limitation, especially since Bangladesh has a large expatriate community who might be
interested in purchasing books or products related to Bangladeshi culture.
Recommendation: Expanding into international markets, especially where there is a
Bangladeshi diaspora, can help Rokomari.com increase its sales. This could be achieved by
offering international shipping options, catering to Bengali-speaking communities abroad,
and introducing localized payment systems for international customers.
7. Customer Support and Communication: Customer service is an area where Rokomari.com
could improve. While the company offers customer support through phone, email, and social
media, the response times and resolution of queries can sometimes be slow, particularly
during high-demand periods such as sales events.
Recommendation: Rokomari.com should enhance its customer service by offering multiple
support channels such as live chat and chatbots, which can provide instant answers to basic
queries. Additionally, expanding the customer service team and ensuring that support is
available during extended hours could improve customer satisfaction.
8. Brand Awareness and Trust Building: While Rokomari.com is well-known within
Bangladesh, there is still room for improvement in brand awareness, particularly in rural
areas where the e-commerce ecosystem is still developing. Building a more trustworthy,
recognizable brand is essential for attracting new customers.
Recommendation: Rokomari.com can run more targeted advertising campaigns, particularly
in areas where e-commerce adoption is still low. Collaborations with educational institutions,
authors, and influencers can further increase brand credibility and visibility. Offering
guarantees, easy returns, and showcasing customer testimonials on the website can also help
build trust with new users.
 Conclusion
In conclusion, Rokomari.com stands as one of the leading e-commerce platforms in Bangladesh,
particularly in the niche of books and educational products. The platform has successfully
leveraged various e-marketing strategies, including social media marketing, email campaigns,
content marketing, influencer collaborations, and mobile app engagement, to build a strong
online presence and engage with its target audience. By focusing on a user-friendly website,
strategic promotional campaigns, and personalized marketing efforts, Rokomari.com has
managed to carve out a unique position in the competitive e-commerce landscape.
However, despite its successes, there are several limitations that could hinder Rokomari.com’s
continued growth and customer satisfaction. These include a limited product range beyond
books, occasional website usability issues, delivery and logistics challenges, limited payment
options, and a need for improved customer support and personalized marketing. Expanding into
new product categories, optimizing the website for better user experience, enhancing payment
options, and investing in logistics infrastructure are some key recommendations that could help
Rokomari.com address these limitations.
Additionally, expanding its international presence, building stronger brand awareness, and
fostering customer trust will be critical as the platform seeks to grow beyond its current market.
By incorporating these recommendations and continuously adapting to the evolving digital
landscape, Rokomari.com is well-positioned to maintain its leadership in the local e-commerce
sector and expand its reach both regionally and globally.
In summary, Rokomari.com’s journey thus far has been impressive, and with strategic
improvements in key areas, it has the potential to scale new heights in the competitive e-
commerce ecosystem, offering greater value to its customers and stakeholders alike.