How AI is Helping Indian E-Commerce Teams Survive Peak Seaso…
Analytics India Magazine (Ankush Das)India’s e-commerce market is expected to reach the $345 billion mark by FY30, as per a report by India Brand Equity Foundation (IBEF). As the industry scales rapidly, so does the pressure behind the scenes.
Seasonal sales bring in an avalanche of demand, and with it, a deluge of employee queries, tech issues, and HR chaos. While most AI innovation has been aimed at the customer, a silent revolution is unfolding internally.
Maureen Chong, RVP for Asia and India at Zendesk, sees a fundamental shift. “The most forward-thinking e-commerce businesses realise that empowered employees are at the core of delivering great service,” she said. Her view reflects an industry increasingly aware that if internal systems fail, customer satisfaction suffers. And for a sector built on speed, there’s little room for lag.
When Burnout Meets Billion-Dollar Expectations
E-commerce teams in India operate under relentless pressure. During peak periods, workforce sizes suddenly increase dramatically.
Delays in basic HR support, like IT access or payroll queries, can create operational bottlenecks that ripple into lost sales.
“When even small delays can ripple into lost sales and customer frustration, having reliable, employee-centric support isn’t just good for staff; it’s critical to business results, especially during peak times,” Chong said.
A Zendesk study involving over 800 IT and HR leaders globally revealed that 80% believed their companies could do more to improve employee experience, while 71% admitted the service they receive as customers outpaces what they receive as employees.
To meet these challenges, AI tools are being deployed not just at the checkout, but in the backend.
“AI-powered employee service tools give HR and IT teams the ability to maintain consistent support—no matter how rapidly the workforce grows or contracts,” Chong noted.
The New Invisible Infrastructure
In a business that runs on festive surges and next-day deliveries, internal support is now being treated as critical infrastructure.
“AI’s most immediate value is seen in automating everyday requests like password resets, approvals or system access,” Chong said. These automations free up HR and IT teams to handle more sensitive matters while ensuring contingent or temporary staff aren’t stranded without help.
AI copilots also “identify knowledge gaps and even draft new help centre articles to strengthen self-service options”. Chong added that intelligent triage ensures the automatic categorisation and routing of employee requests, with urgent needs escalated immediately. This results in round-the-clock support that adapts to demand spikes.
According to Zendesk’s research, 83% of HR and IT leaders reported improved decision-making from AI, with nearly 80% noting tangible gains in work quality.
From Overlooked to Indispensable
Historically, employee experience and customer experience were treated as separate entities. But that thinking is now outdated.
“More Indian e-commerce companies are recognising that empowering employees with fast, seamless internal service is critical to sustaining high customer satisfaction,” Chong said. AI’s role in this transformation is as much cultural as it is technical.
“AI makes personalisation possible at scale by going beyond keywords to understand each employee’s actual need and emotional context,” she said. That includes interpreting intent, analysing sentiment, and proactively suggesting help, all of which restore a sense of dignity to support.
Disengaged employees don’t just quit; they impact productivity, morale, and ultimately, customer service. Chong stated that when employees can easily access assistance, stay informed and concentrate on impactful work, they are more likely to feel a sense of belonging and purpose—crucial elements for retaining committed, high-achieving teams.
As e-commerce giants look to scale into India’s next growth wave, that kind of employee-centric infrastructure might just be the secret engine powering their success.
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