ShareChat NoSQL modernization

ShareChat’s reported migration from a managed NoSQL service to ScyllaDB illustrates how large social platforms can improve operational workloads such as chat, counters, notifications, advertising serving, and ML feature retrieval through shard-aware architecture, workload-specific tuning, Kafka-based aggregation, and zero-downtime migration techniques including dual writes, Apache Beam backfills, and re-sync jobs. The reported benefits, including improved latency, performance, and cost efficiency across roughly 100 TB of migrated data, apply primarily to low-latency serving paths rather than broader analytical needs. The text argues that historical reporting, cohort analysis, fraud investigation, attribution, and executive dashboards require a complementary columnar SQL analytics layer, commonly fed from Kafka event streams, because NoSQL counter and feature-store designs are poorly suited to ad hoc queries over long event histories. It presents ClickHouse and Tinybird, a managed ClickHouse-based service offering Kafka ingestion, SQL endpoints, and deployment tools, as options for this analytics tier, while emphasizing that organizations should separate real-time serving from historical analytics early to avoid overloading operational databases or encoding reporting requirements into brittle NoSQL and stream-processing structures.

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