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Basic Facts
• Country of over 1.20 billion people with over 900 million mobile connections.
• 140 million+ Internet subscribers
• 18 million+ credit cards, 350 million+ debit cards, still a large part of the country is
unbanked
• Mobile payments introduced around 5 years back
• RBI introduced mobile payments guidelines around 3 years back
• IMPS(Immediate payment Service) introduced by NPCI around a year back thus
permitting interoperability between banks’ mobile banking systems
• Electronic commerce has seen acceptability in the last three years with India being
among fastest growing online market and has registered about 40% growth in about a
year
• About 75% of total ecommerce in India is related to travel & tourism, and about 12.5%
is online retailing
• India has a close to 10 million online shoppers and is growing at en estimated 30%
CAGR vis-à-vis a global growth rate of 8-10%
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Market Scenario
• Retail category has seen peculiar growth with a lot of retailers pushing for trials among consumers
through discounts and freebies. This is a changing trend as consumers having tried online
shopping; the credibility of these sites will further bolster the transaction volume on retail sites.
Among all retail sites apparel and lifestyle goods have seen an early adoption among consumers.
This again is a growing trend and we see a good amount of contribution in dollar share and
transaction share coming from lifestyle categories along with home furnishing and lifestyle goods.
• Comparison shopping has been on a growth and the need to compare and consume in India
across other online categories like travel, shows a similar consumer behaviour in retail category.
In the coming months, expect more and more consumers relying on online research of products
for features and prices.
• Online retail has seen a heavy overlap with social networking and search due to aggressive
marketing and strong inclination towards social commerce. We expect a larger portion of online
retail from social commerce with India positioning itself as one of the fastest growing social
networked user base and also larger size of social groups.
• To conclude, e-Commerce has seen tremendous growth in the last few years. Models like Cash on
Delivery, Mobile POS and other consumer centric payment options and improved service quality
will boost overall sales. It is definitely the most exciting phase among online retailers and
consumers as this learning curve will put India on the global map as one of the largest e-
commerce markets in the coming months.
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Payment Instruments
• Credit Cards
• Debit Cards
• Net Banking / Direct Debit
• Pre-paid Cards / eWallets / mWallets
• Cash on Delivery
• Card on Delivery
• Standing Instructions / ECS
• IMPS(Immediate payment services)
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Technologies adopted
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• Easy to spread
• Experiential
• Alternate modes
available like SMS
(Ubiquitous) /
USSD (Operator
Specific)
• Easy to access
• In Person
transaction
POS /
Mobile POS
Internet
IVR
Mobile
(GPRS
Application)
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Technology features
• Internet
• Standard Integration Kits
• Availability of Integration with standard shopping carts & framework
• Secure using encryption over an above HTTPS
• Mail based invoicing Solution
• IVR
• Multi Lingual support
• Anytime / Anywhere accessibility
• No training required for Usage
• Multiple Variants (Inbound, Outbound dialers, Automated, Agent Assisted, Integrated)
• Option for Multiple Payment Instruments
• Customer Identification based on Caller Id.
• Mobile
• Availability to add service into standard product
• Customizable white labeled solution
• Availability on different OS
• For handsets which are not capable of hosting any application, WAP / USSD / SMS based solutions are
supported
• End to End Encrypted
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Features / Services to look out for
• Security
• Express Checkout
• Reconciliation Mechanism
• Refund Processing
• Browser Compatibility
• Integration with different Carts
