Case Study: Carousell achieves 71% Week-3 retention lift and 4x CTR with CleverTap

How Carousell Connects Buyers & Sellers Across Southeast Asia

Carousell is a fast-growing digital marketplace in Southeast Asia that makes buying as easy as texting and selling as simple as taking a photo, with 250 million listings across seven countries. Facing the typical friction of classifieds—low engagement, poor discovery and drop-offs before conversations start—the company prioritized improving user engagement, retention and lifetime value through clearer CRM objectives and community-driven experiences.

To do this Carousell built multilayered segmentation and personalized communications (email and push) and partnered with CleverTap for recommendations, campaign measurement and AI-assisted optimization. Targeted, inventory-aware push messages and weekly personalized recommendations boosted discovery and nudged users to start chats; Week 3 retention rose 71%, click-through rates jumped from 1.5% to 5.7% (about 4x industry averages), out-of-stock recommendation risk fell to ~5%, and overall engagement, order value and revenue improved.

Carousell

Arun Kumar

Head of Digital Marketing