The edtech industry has come a long way since it boomed during and after the Covid-19 pandemic. This rapid expansion in the past decade has led to oversaturation in the market. Most existing platforms compete for a limited audience with fewer offerings. This oversaturation problem threatens innovation, profitability, and the industry's potential to democratise education.

The edtech market in Bangladesh is projected to reach several billion dollars by 2030. As of 2023, it is estimated that the global education technology market size was around $75 billion in 2019 and is expected to approach $318 billion by 2027, growing at a rate of 20% per year. In Bangladesh, the market is driven by increased internet penetration, smartphone usage, government initiatives, and changing perceptions about online learning. Over the past few years, more than 10 million students have utilised online learning services in Bangladesh, reflecting a growing acceptance of digital education.

However, in recent years, there has been a surge in emerging startups aiming to solve the education gap problem, creating market saturation. Too many options can be overwhelming for students looking to develop their skills and find a platform that perfectly fits them. In this sector, competition is growing, and only a few prominent ones like 10 Minute School, Shikho, and Interactive Cares tend to dominate the market more. With so many options available, quality becomes a matter of concern as newer companies enter the market without sufficient resources and experience. 

With many options available, only a few are offering live courses, which are relatively more beneficial than traditional pre-recorded courses, and some are even adopting a hybrid system for better delivery.

The best way of learning is to engage with the courses offered, which is only possible through hybrid mediums or live courses. This not only helps to get an interactive experience but also gives the chance of getting mentored directly, making it more worthy. The offline coaching market is substantial, estimated at BDT 25,000 crore (approximately $2.95 billion), indicating a strong opportunity for edtech companies to capture.

Despite increasing internet access, challenges still need to be addressed. A 2023 study indicated that only 18.7% of children participated in remote learning due to device availability and internet connectivity issues. Some prefer offline classes as it is more effective, but for students living outside the city, it becomes harder for them to attend offline classes, which edtech does solve, but they tend to be more urban-centric, losing a potential market in rural areas.

Another area for improvement is the cost of the course. In Bangladesh, edtech is seen as a secondary education rather than a primary education resource. This industry faces a lot of scepticism, mainly among parents and aspiring learners from lower-income households who would hesitate to buy; thus, there is a barrier for them to adopt.

For companies to become more successful, they need to adapt to innovative strategies. They can differentiate themselves and provide value to the needs and wants of their target customer. Customer is the driving force of the company, and customer satisfaction is something edtech platforms should focus on. They can do so by targeting niche markets, focusing on rural areas, and investing in AI, such as the implementation of AI for personalised recommendations and the integration of AR technologies to make learning more immersive. Companies could also adopt subscription-based models, which are affordable and accessible options for customers.