Paolo Capritta of Synthetic Lab tells us about developing eCommerce platforms.
First of all, how are you and your family doing in these COVID-19 times?
Paolo Capritta: We’re all fine, thanks for asking.
It’s a complex situation from many points of view, we have applied common sense, and we are trying to live it serenely, as far as possible.
Tell us about you, your career, how you founded Synthetic Lab.
Paolo Capritta: I’ve been in the web sector since 1996 when Google didn’t even exist, and searches were done on Altavista and HotBot.
In 2007 my brother Salvatore and I found Synthetic Lab; the intention has always been to create and innovate in a tailored way, trying to sew on the customer the product suitable for him and the needs of the moment.
We develop eCommerce platforms, and we try to do it using experience but always keeping up to date with the latest trends and news.
How does Synthetic Lab innovate?
Paolo Capritta: Innovation is almost taken for granted. We help companies to take an important step that often changes their growth and development prospects.
We build the tools necessary to make them competitive and accompany them throughout the process. Each customer has a specific need and peculiar characteristics; we try to support him without forcing him to compromise or distort his business model. Every job is a challenge, and that’s what makes it so interesting.
How the coronavirus pandemic affects your business, and how are you coping?
Paolo Capritta: The pandemic has affected everyone and has created a global contraction. It’s true that the world of e-commerce has made a great leap forward; it probably would have had the same development in 4 or 5 years rather than in a few months. But on the other hand, there is a lot of uncertainty; customers are very worried.
We immediately organized in smart working, which is part of our nature, and in operational terms, nothing has changed. We took the opportunity to continue to train and deepen and improve skills; we acquired Magento2 and Google certifications and created a development model that is always human-centered but more flexible and suitable for the customer.
Did you have to make difficult choices, and what are the lessons learned?
Paolo Capritta: We had to put some projects aside and choose with clients to go in unthinkable directions, but they turned out to be opportune choices.
We have learned to get back in the game at any time and leave no stone unturned; we have learned it from our customers who have trusted us.
What specific tools, software, and management skills are you using to navigate this crisis?
Paolo Capritta: We have not changed our approach or the software we use; we have improved and adapted them to the situation. But we are used to doing this all the time; we simply had to do it faster than usual.
Who are your competitors? And how do you plan to stay in the game?
Paolo Capritta: Our competitors are often also our friends and colleagues.
The goal has always been to give the customer what he really needs, creating it tailor-made for him.
Your final thoughts?
Paolo Capritta: The emergency has given us the opportunity to grow our knowledge and apply business models that otherwise would have been theoretical only.
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