Why My Website’s Jealous of TikTok and a $80 Blender Mistake

Eighteen years ago, I started Ergode, jumping into e-commerce with big dreams. Back then, a website was everything. It was your own online spot, your “I made it” sign. I’d stay up late fixing mine, hoping it’d load fast and look good. But things have changed. These days, that site’s like an old friend people rarely visit. People don’t type the entire web addresses anymore—they buy stuff while scrolling.

From Websites to Scrolls

I see it all the time. One night, I was on the couch, watching a guy cook burgers on Instagram. A cool knife set popped up—two taps, and I bought it. No website needed. That’s how it works now. Social apps make buying so easy you don’t even think about it. Then there’s TikTok. My niece showed me a video of some lady blending a smoothie super fast. Next thing I know, I’ve got a blender on my counter—still in the box, staring at me. TikTok Shop keeps it fun and quick—you watch, you buy. Our brand Bolaball, with its outdoor games, took off like that—one video, and people grabbed it while laughing. Websites? They’re just watching from the sidelines.

Alexa Joins the Party

Voice stuff’s just as fast. I yelled, “Alexa, get me coffee!” from the kitchen, and it was done. No screen, no buttons—just gone. They say it’s an $80 billion thing this year. I get it—I’ve bought soap before finishing my brush. Websites don’t stand a chance against that kind of speed. It’s all about being where the action is, and the action’s not waiting for a page to load.

Websites Stay in the Background

Your website still has a job, though. It’s your home, where your story sits. When we got Shalin India, our site showed off the handmade goods so people trusted us. It’s handy, but the sales? They’re happening somewhere else—while folks scroll, laugh, or talk. The action’s moved on, and websites play backup now.

Go Where They Are

After 18 years, here’s what I’ve learned: e-commerce isn’t about waiting at your site. It’s about going where people are—Instagram, TikTok, Alexa. We’ve grown at Ergode by keeping up with that, meeting folks where they’re at. The best brands don’t sit back—they show up while you’re cooking or joking. So don’t bet it all on your website. Go where your customers are—scrolling, talking, living. That’s how you stay on top. (And if you’ve got a boxed-up blender too, let’s sort it out—I’m ready to use mine.)

Regards,
Rupesh