30 eCommerce Tools: The Ultimate List to Unlock Success

30 eCommerce Tools: The Ultimate List to Unlock Success

Jun 17th, 2021

A lot of eCommerce businesses fail miserably, and a few of them even know why.

For many, it’s not the product that’s failing. It’s a lack of proper marketing or a poorly performing site or little to no investment into eCommerce tools that help you thrive.

Tutorsphere (started in 2010) was a platform for parents to find tutors for their children. Things were going well for them, but suddenly, Google decided to change its SEO algorithm.

For most businesses, changes in an algorithm aren’t a problem if they have other methods to acquire customers. But Tutorsphere was primarily dependent on the search engine and unfortunately had to shut down in 2013.

Now, if they had other alternatives to reach out to users – maybe personalized automated emails, then things would have been different.

On the other hand, Lessa, a mattress brand that was already valued a lot by its customers, saw a steady stream of new qualified leads just with the help of a referral program software.

You can learn from both these examples that investing in the right eCommerce business tools can make your business more profitable and resistant to growing competition. By the end of this post, I am sure you will find the best eCommerce tools that will make your business future-ready.

Types of eCommerce Development Tools That This Post Covers

🔎 SEO is still relevant (Even More So) – Tools to Improve your website’s SEO

According to research by Bright Edge, organic search is the largest driver of web traffic. With SEO enjoying a gigantic share of traffic, having an SEO strategy for your eCommerce store becomes more critical than ever.

Some best eCommerce tools for business owners to level up your SEO game:

1. Ahrefs

When it comes to SEO and content marketing, Ahrefs is one of the best eCommerce tools. It has over 11 billion keywords and more than 400 billion indexed pages. Hence, you get maximum data accuracy with Ahrefs.

Ahrefs has a lot to offer – site audit, keyword research, rank tracking, context explorer, and more. But what makes the tool more powerful than others is backlink data.

You can not only find broken backlinks or unlinked mentions, but the tool does an impressive job of helping you with competitor backlinks.

2. SEMrush

Another eCommerce website tool that helps you with SEO is SEMrush. It is an all-in-one tool to improve visibility and discover marketing insights. SEMrush helps businesses with services like SEO, PPC, SMM, keyword research, competitive research, content marketing, marketing insights, campaign management, and more.

SEMrush in numbers:

  • Over 200 million unique domains monitored for 142 geodatabases
  • Over 41 trillion backlinks
  • 20 billion keywords
  • Over 7 million users who have tried SEMrush

You can start using SEMrush for free with limited features. If you are a start-up, then a pro version of $119.95/month works. For mid-size and enterprise-level eCommerce companies, the starting pricing plan is $229.

3. Moz

Moz is an all-in-one tool for SEO, inbound marketing, link building, and content marketing. It offers two main products:

Moz pro takes care of various aspects of SEO, including audience analysis, site ranking, keyword and link research, site audits, etc.

Moz local easily creates and manages your local business listings on Google, Facebook, and other sites for better visibility.

The pricing varies depending on what plan you choose and whether you choose monthly or yearly payments. The starting price of Moz is $99/month.

Apart from these two main products, Moz offers free SEO tools like keyword explorer, domain analysis, link explorer, etc. It even has the most powerful rank tracker – STAT.

4. Screaming Frog

Screaming Frog SEO Spider is an SEO audit tool. Just like Google’s crawlers, it crawls around on a website, gathers relevant on-site data, and shares statistics and reports with the user. Here are some tasks that the tool helps you perform.

  • Broken link searches
  • Temporary and permanent redirect searches
  • Metadata analysis
  • Duplicate content searches
  • Review robots.txt and other directives
  • XML sitemap creation
  • Site architecture analysis

In short, if you want to audit the technical aspects of your website, this tool can be beneficial. The Screaming Frog SEO Spider is free. However, you can purchase a license to crawl more than 500 URLs and access advanced features.

5. Google Search Console

eCommerce business owners who have a tight budget but want good SEO, this tool is for you. Google Search Console is a free tool that allows you to track the overall performance of your online search visibility. The tool work in three major ways:

  • Communication Channel – Google communicates with website owners about site issues, errors, or even penalties.
  • Control Channel – Google Search Console provides you with tools to improve your content, optimize your website, monitor XML sitemaps, minimize errors, and more.
  • Performance Dashboard – GSC’s dashboard enables you to stay up-to-date with helpful information, including site visibility and performance, mobile usability reports, click-through tracking, and more.

At Brush Your Ideas, we help businesses with their marketing campaigns. Let’s get in touch to craft strategies that deliver results.

 

🎨 Customers Want Customization – Build Customer Loyalty with Product Design Tool

With new businesses getting online, eCommerce brands are experiencing more competition than ever before. All it takes for your rival is good products, a great online store, and a solid marketing plan to get a major market share.

Hence, to attract more customers and, most importantly, build a loyal customer base, brands are taking the extra mile to deliver better shopping experiences with product customization.

Product customization enables your brand to provide shoppers with an opportunity to get a product according to their individual needs. It allows customers to express themselves through your products, and as a business, you reap benefits of customer loyalty, lesser returns, and more.

For example, Cloud9 T-Shirt is a Canada-based t-shirt store. They aim to offer fast service, high quality, and detailed prints at competitive prices. They wanted to take their business a step ahead with product customization. They integrated Brush Your Ideas’ product design tool into their store, and they have now succeeded in engaging customers better and attracting good traffic and sales.

Cloud9 T-Shirt Integrated

(Cloud9 T-Shirt Integrated the Product Design Tool by Brush Your Ideas)

6. Product Designer Tool by Brush Your Ideas

We offer a feature-rich and fully functional product design tool for any eCommerce platform. Our tool is a web-based application with a responsive UI that your shoppers can use to design products independently from any device.

What eCommerce can the tool customize?

Our tool works on diverse products that have a printable surface. This includes t-shirts, gifts, skin covers, shoes, mugs, trophies, photo albums, cards, other stationery items, packaging, etc.

Product Customization Made Easy For Your Customers

Feature Overview

After analyzing customer needs, and market trends, we build the tool that makes designing a fun experience for your customers. Here’s a glimpse of some features:

  • Text feature using which customers can add and edit a caption on any photo. It comes with other options like text change property, custom font manager, etc.
  • Access to 2000+ free clipart library users can drag and drop to place it on their design. The intelligent search filter makes it easy to find the perfect clipart.
  • 3D preview of the design that gives an idea about how the product will look. It further encourages shoppers’ buying decisions.
  • Upload images from a user’s device or social media accounts to take personalization to the next level.
  • Object handlers for customers to manage layers of the product with flip, resize, delete, and other options.

This is just the tip of the iceberg. There are a gazillion other features, including social sharing, name and number, quotes and messages, edit background, and more. Our tool also comes with a customizable UI. Meaning, you can change the theme, font, style, etc., to match your brand’s identity.

Check out the live demo and see for yourself what an engaging experience it is to use the product design tool.

 

🧑 Personalization Graph is High – Must-have Personalization and Recommendation Software

Personalization is currently experiencing a surge in popularity. As per a recent survey, over 74% of companies surveyed already have a website personalization program in place.

For brands, personalization offers a way to individualize offers, messages, and experiences using unique data. This section covers all about eCommerce business tools that will help you deliver a more personalized shopping experience.

7. Brilliance

Brilliance offers a suite of applications that can help businesses of all sizes deliver a more personalized shopping experience across the customer journey. The starting price of the tool is $250 per month. Brilliance offers:

  • On-site Personalization – Segment and target your customers with relevant content, messages, and offers.
  • Personalized Product Recommendations – Show the most relevant products to shoppers in real-time using an advanced recommendations engine.
  • Personalized Emails – Automatically configure personalized cart abandonment emails to re-engage customers.

8. Dynamic Yield

It is one of the most popular online business tools that help deliver personalized, optimized, and synchronized digital customer interactions. Do you know brands like Sephora, IKEA, and Hallmark use Dynamic to increase revenue? Key capabilities that Dynamic Yield provides are as follows:

  • Deep personalization with an agile segmentation and data management system to unify customer data across all touchpoints.
  • Personalized product recommendations to deliver a more extraordinary customer experience.

Omnichannel personalization to deliver an optimal customer experience across web, mobile, email, and ads.

9. Personyze

Personyze is a marketing automation solution. It provides everything you need to create engaging experiences on your website and across all channels. The tool works on any website regardless of the platform. Additionally, you can integrate it with any CRM or email marketing solution. Personyze pricing starts at $225.00 per feature per month.

The two main components of Personyze are:

  • Dynamic targeting tool that lets you define your audience segmentation and show them personalized content from visual edits on your website to targeted emails.
  • Power of AI to help you present highly personalized recommendations.

10. Salesforce’s Einstein

Salesforce Commerce Cloud is a cloud-based eCommerce platform that streamlines the way businesses engage with any customer over any device or channel. This tool combines digital commerce, personalization, order management, and store operations on a single, unified commerce platform.

The platform includes artificial intelligence software called ‘Einstein.’ Salesforce Einstein is the first comprehensive AI for CRM that costs $50/month. It’s an integrated set of AI technologies that helps your brand get smarter and more predictive about your customers.

Here are three ways it can help your business:

  • Sales – Anticipate upcoming opportunities and exceed customer needs
  • Service – Be proactive by resolving cases before they happen
  • Marketing – Create predictive journeys and personalize experiences

11. Recommendations AI

Recommendations AI is a tool by Google that enables you to build an end-to-end personalized recommendation system. You can deliver high-performing recommendations at any touchpoint.

The tool uses Google’s latest machine learning architecture which adapts to real-time customer behavior and changes in variables like pricing, special offers, etc. New customers using the tool get $300 in free credits to run, test, and deploy workloads. They can use 20+ products for free, up to monthly usage limits.

Meet Your Customer’s Individual Needs and Take Personalization a Step Ahead with Product Design Tool

 

🔊 Marketing Well with Top Marketing Tools

Marketing keeps getting harder with each passing day. There’s a lot that business owners and marketers have to do. Analyzing data and competitors, keeping up with social media presence, managing customer queries, finding prospects, etc.

But the right marketing tools make it easier to create, publish, and track your marketing efforts. This section covers tools for creating content, managing social media activity, email marketing, etc.

A. Visual Content Curation Tool

12. Canva

What is Canva?

Canva is a free web-based design tool that makes designing super easy. With thousands of templates available, you can design images from scratch to share on your blog, social networks, and beyond.

How can Canva help me?

For small-scale businesses that do not want to spend too much on professional graphic designers, this tool is a good option. Canva’s templates, designs, and tons of features can enable you to create graphics and share them.

Pricing Overview

The free version of Canva gives you access to 250,000+ free templates, 100+ design types like social media posts, ad banners, etc., and thousands of graphics and images. However, if you want access to all premium features and remove the watermark, you need to purchase a plan. Canva pricing starts at $12.99/month.

13. Wistia

What is Wistia?

Wistia is a fantastic platform for brands looking to customize, host, and share videos across the web. It is a video hosting platform, but it does have video recording capabilities too.

How can Wistia help me?

Using Wista’s Soapbox tool, you can create a video all by yourself. All you need is Soapbox’s Chrome extension, webcam, and a topic to create a video on. The best part of this tool is adding a custom CTA button at the end of every video. This makes it easy to encourage viewers to take a specific action.

Pricing Overview

The paid plan of Wistia starts at $99 per month.

14. Typeform

What is Typeform?

It is a platform that aims to make traditional pop-ups and forms fun instead of boring. It’s a great tool for marketers looking for ways to create stylish and attractive forms that do not look like ads.

How can Typeform help me?

With Typeform, you can design professional-looking forms. You can even create surveys, polls, quizzes, and more. Business product feedback, landing pages, payment forms – everything is possible with Typeform.

Pricing Overview

The starting price of Typeform is $35 per month. They even offer a free trial.

B. Social Media Tools

Social media management tools help you manage multiple social pages, keep up with social engagement, schedule social media content, and more. Following are the most popular eCommerce business tools for social media management.

15. Buffer

What is Buffer?

Buffer is a multi-purpose social media marketing tool. They have a suite of products for publishing, engagement, team collaboration, and analytics.

How can Buffer help me?

Buffer offers three separate groups of features

  • Buffer Publish to schedule social media posts on different platforms.
  • Buffer Reply to monitor conversations on all your social media platforms and reply to users.
  • Buffer Analytics is a social media reporting suite that helps you analyze each post and platform.

Price Overview

The tool offers a free plan for three social accounts and ten scheduled posts per day. With a paid plan starting at $15/month, you can connect eight social accounts and create 100 scheduled posts per day.

16. Hootsuite

What is Hootsuite?

Hootsuite powers social media for businesses of all sizes. It is a social media management tool that fulfills almost every task of a social media manager.

How can Hootsuite help me?

Hootsuite helps you with social media scheduling, monitoring, and analytics. The tool’s dashboard organizes all your social media into different tabs. You can use these tabs to monitor your social media activity and respond to audiences’ comments. Hootsuite includes various features like AB testing, campaign management, analytics tracking, campaign tracking, team collaboration, competitor analysis, and more.

Pricing Overview

Like Buffer, Hootsuite offers a free plan for two social accounts and five scheduled posts. Its other plans start at $29/month with 10 social accounts and 100 scheduled posts.

17. Sprout Social

What is Sprout Social?

It is an all-in-one social media management tool that empowers you to do more with your social media strategy. It is a tool that goes beyond just scheduling and social media listing.

How can Sprout Social help me?

Apart from publishing and scheduling social content, it offers a social CRM feature. Using this feature, you can build a 360-degree profile of each customer, including contact information, history of conversations, etc. You can also manage your Facebook, Twitter, and LinkedIn messages all in one place with the help of the Smart Inbox feature by Sprout Social.

Pricing Overview

Sprout Social offers a standard, professional, and advanced plan. The standard plan begins at $99 per user per month.

C. Email Marketing Tools

Email is still one of the most powerful promotional methods available to online business owners. Did you know email marketing boasts a 4200% ROI ($42 for every $1 spent)? Here are the top three tools that will help you with your email marketing campaigns.

18. Mailchimp

What is Mailchimp?

It is a marketing automation platform designed and developed to help businesses reach their target audience with email marketing. Mailchimp is a web-based application that works with most browsers. You can create your account, set up an audience, and start creating email campaigns.

How can Mailchimp help me?

With Mailchimp, you can manage your mailing lists, create custom email templates, and automate your entire marketing campaigns for better customer features. Automation features are the major reason behind the platform’s success. Whether it’s offering a discount on birthday or cart abandonment reminders, you can send tailored emails with the automation features.

Pricing Overview

Pricing starts at $10.00 per feature per month. Mailchimp even offers a free trial.

19. Moosend

What is Moosend?

It is an email marketing platform with an award-winning interface, great features, and marketing automation to help businesses of every size. You can start by creating a Moosend account, and once you sign in, you are ready to use the platform’s email marketing services.

How can Moosend help me?

Moosend lets you manage multiple email campaigns and mailing lists. You can design and send newsletters with the built-in campaign editor. The best thing about Moosend is its eCommerce AI. The tool leverages machine learning and collaborative filtering to send targeted emails to customers about products they might like.

Pricing Overview

You can access all the core features for free. Their most popular plan is the pro plan at $8/month.

20. Drip

What is Drip?

E-business tools like Drip are best for new businesses with 1 to 1k employees. It is a CRM that offers email marketing for eCommerce owners. Drip provides everything you need to build profitable relationships with your customers.

How can Drip help me?

The tool gives you features including workflow automation, multi-channel marketing, personalized email campaigns, and customer activity reporting. With a text-based and visual email builder, you can create personalized emails for different customer groups. Customizable sign-up forms allow you to design forms as per your business logic to connect with your customers.

Price Overview

Drip pricing starts at $19/month, including unlimited email send list, behavior tracking, email support, engagement tracking, and more.

Find and engage the right audience with Brush Your Ideas marketing services

 

📦 Shipping Tools for Your eCommerce Business

Shipping is a key part of your online business. This is the stage where shoppers finally get their ordered products and then share feedback. eCommerce website tools for shipping and inventory management will enable you to streamline the entire process and deliver a better shopping experience.

Following are some additional benefits of having eCommerce tools for better shipping and inventory management.

  • Tracking shipments and resolving problems in real-time.
  • Streamline financial management of shipping by automating carrier invoices.
  • Keep track of inventory to avoid stock-outs or excess stock.
  • Leverage data to perform predictive analysis in logistics.
  • Automate the entire process to reduce inaccuracies.
  • Shipping notifications, easier product return, more delivery options, and more.

No matter how small or large your business is, these online business tools are worth investing in.

21. ShippingEasy

ShippingEasy lets you manage orders, track returns, print labels, and automate shipping all at once. Whether you sell on a website, marketplace, or multiple places, you can integrate ShippingEasy anywhere you sell. They integrate very well with FedEx, UPS, and USPS.

What sets this tool apart is along with shipping features, it even provides marketing management tools. Check out these features.

Shipping Features

Customer Marketing Features

Shipping Workflow

Email Marketing

Discounted Rates

Campaign Management

Advanced Reporting

Feedback Requests

Tracking and Returns

Interactive Metrics

The starting price is $5/month for low-volume merchants, and the tool comes with a 30-day free trial.

22. ShipStation

Another popular shipping tool is ShipStation. It integrates with various channels and carriers and comes with limitless import options. The best part about this tool is that it has a mobile version to track, manage, and ship all orders conveniently with a mobile device.

Feature

Description

Order Management

The tool gives you complete control and insights over all your orders at every stage of the shipping process.

Inventory Management

It lets you view stock levels, get custom reports, set inventory alerts, allocate stocks, and more to manage your inventory.

Shipping

Generate discounted shipping labels, find the best rate, print batch orders in just one click.

Branding

Get branded shipping with options like customized shipping labels, returns portal, and tracking page.

23. SellBrite

With the help of SellBrite, retailers and brands can list and sell their products across multiple online sales channels. SellBrite features summary:

  • Optimized business operations across multiple channels
  • Data synchronization to create a single data repository of inventory and customer information
  • Streamline order fulfillment and processing
  • Catalog management to optimize product copy, images, and information
  • Automates and manages orders, sales, shipping, and returns
  • Multi-channel publishing and marketplace integration
  • Product intelligence to monitors and update product/inventory data, pricing, and availability

24. AfterShip

AfterShip is a web-based tracking solution that helps your customers receive orders on time. You can also track shipments from various marketplaces. Following are some salient features of AfterShip.

Shipment Visibility

Gather tracking data to resolve delivery incidents quickly.

Branded Tracking Page

For delivering the best post-purchase experience to your customers.

Shipment Notifications

Engage with your customers by sending relevant notifications.

Analytics

Get insights into your delivery rate, time, and courier performance to improve the delivery experience.

Ensure you never run out of stock, and there are no unwanted order cancellations with Brush Your Ideas’ Print inventory management solution

 

Dropshipping is becoming a popular business model for startups. It allows you to start selling without having to handle the products directly. Hence, for entrepreneurs who want to start an eCommerce business at a lower cost, this is a good option. Here are the top three dropshipping tools that you need to boost your business.

25. Shopify

When it comes to dropshipping, one of the most popular online business tools is Shopify. Shopify isn’t exactly a dropshipping tool but is the best option to get your store online.

Shopify offers various features that enable you to make payments, track shipments, product catalog, multi-channel support, marketing tools, etc. It is user-friendly and works with apps designed for dropshipping.

To start dropshipping on Shopify, you need to get a Shopify account and create a store. Shopify’s pricing varies based on your businesses’ size, scope, and features it needs. The basic plan is $29/month. But gaining access to all its features can cost $299/month.

26. Oberlo

Oberlo is the most popular app for Shopify dropshipping. It lets you discover new items and ship them to customers. Whether you already have an existing catalog or just starting a dropshipping business, you can use Oberlo (provided you have a Shopify store).

Oberlo works simply. After creating an Oberlo account, you can browse Oberlo’s marketplace and search for products to sell. Then add those products to your Shopify store, and when customers place an order, the supplier will ship those products.

Oberlo starter plan is free of charge. It allows you to set up a shop with 500 products. For more than 500 products, the basic plan begins at $29.9/month.

⭐Customer Experience Makes or Breaks Your Brand – Essential CX Software

Gone are the days when simply having a beautiful eCommerce website or offering the best quality product is enough. Customer experience has become the new battlefield.

Zappos is a well-known brand rocking its customer experience strategy by providing great customer service. Once, a Zappos customer forgot to pack her favorite shoes on a trip. The customer contacted Zappos customer service to check if they can deliver the same pair to her location. But they were sold out. However, the company purchased the same shoes at a competing store in her location and delivered them to her for free.

Here are few statistics that holds customer experience crucial:

  • Nearly half of buyers (40% of consumers and 56% of B2B customers) would pay more for a better experience.
  • 98% of business decision-makers believe that not providing a seamless customer experience has important business implications, including decreased Net Promoter Score, reduced customer visits, and lost revenues to direct competitors.

Following are some eCommerce tools for business owners to improve customer experience.

27. Zendesk

Zendesk is a cloud-based customer experience platform designed to improve communication between your eCommerce brand and customers. They offer 9 different products that allow businesses to be more flexible and scalable.

Here are a few products that make Zendesk a good choice for mid-level and large eCommerce companies:

  • Zendesk Support – Gather all interactions with your customers no matter what channel they use to contact you.
  • Live chat– This allows you to address customer queries and create personalized connections with customers.
  • Zendesk Explore – Tool for analytics and reporting helps you collect, measure, and improve customer experience.

Zendesk Suite, starting at just $19/month, provides everything you need to deliver seamless support. However, as Zendesk offers various products, the pricing plans are much more complicated.

28. Adobe Experience Manager

This customer experience platform from Adobe lets you know how your customers interact with your website and mobile applications. It can be a bit expensive for entry-level businesses, but for big businesses, it is one of the best content management tools.

One of the best things about Adobe Experience Manager is simplified workflows and streamlined tools. With cross-channel content delivery, you can easily deliver consistent cross-channel shopping experiences — including web, mobile apps, social media, and IoT.

AEM provides cross-team collaboration allowing creative, marketing, and commerce teams to collaborate in one real-time platform. The set of features are truly unmatched by other tools. However, a lot of features can be intimidating for first-time users.

29. Freshdesk

Freshdesk is one of the most beneficial e-business tools for small businesses with a reliable customer base and is trying to scale their business. It is an online cloud-based customer support software providing help desk support with smart automation.

Freshdesk’s pricing plans are affordable, and they even offer a free plan. Here’s a list of some amazing features that Freshdesk provides.

  • Streamline customer queries into a single inbox for better and faster customer interactions.
  • Leverage AI to filter out messages asking for support and immediately respond.
  • Automations to help you follow up with customers.
  • Set up a knowledge base with articles and FAQs for shoppers to access any information.
  • With custom insights, monitor your helpdesk to track metrics like first response time, average resolution time, etc.

30. Hotjar

You might have data about drop-off rate or web page traffic, but how do you find out why your customers are behaving in a certain way? Or why is the conversion rate so less?

That’s when online business tools like Hotjar help. Hotjar is a behavior analytics and product experience insights service that helps you understand your users and get their feedback.

Ideal for businesses of all sizes, this tool gives you visual data points about what is happening on your website and gives context about why people behave in a certain way.

With heatmaps, and recordings you get a complete picture of how a shopper interacts with your site. Hotjar pricing starts at $39.00 per feature per month. You even get a free trial.

In simple terms, customer experience encompasses everything that happens from the moment a customer searches your brand to the after-sales support you provide. Intelligent search, mobile experience, seamless customer service, flexible delivery options, etc., are some ways to improve your eCommerce businesses’ customer experience.

🤝 Integrating Product Customization Tool to Deliver Great Customer Experiences

Every customer coming to your store has different needs. Product customization is the key to deliver a more personalized customer experience. Brush Your Ideas is a one-stop destination for all your customization needs. Our product design tool comes with diverse features, responsive UI and easy-to-use for end-users to personalize their products.

With more than 14 years in the industry, Brush Your Ideas has been helping businesses with our personalized offerings. Our customization solution is quality-driven, efficient, and suitable for any eCommerce platform. We have a proven track record of 80% customer retention, and this is because we are not just a solution provider but a tech partner that you can rely on.

Better customer service is at the heart of our operations. At every stage, right from implementation to after-sales service, you have our support. Our team provides on-time maintenance services as per your needs. We even assist our customers in marketing their online store and generating more leads. Let’s connect to take your online store a step further with the right tech tool.

 
All product and company names are trademarks™, registered® or copyright© trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Yesha Bhatt

Yesha Bhatt

Yesha Bhatt is a literature major who strongly believes in the mighty power of words. She recently made the jump from being a student to a professional by joining Biztech as a Content Writer. Her aim is to make tech easier for our readers to understand while she herself takes a journey into this mystic would of bits. Apart from writing and binge-reading, she is passionate about women's issues and history and mostly hangs around on Twitter making sensible points about women's issues and Indian politics.

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