What it takes to do online retail in india
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What it takes to do online retail in india

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Slides from my Barcamp talk.

Slides from my Barcamp talk.

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  • Good insights. Flipkart has stuck with the obvious in 'dhanda' which is actually very difficult to execute as most of the failed startups can vouch.
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    What it takes to do online retail in india What it takes to do online retail in india Presentation Transcript

    • What does it take to do eCommerce in India? Mekin Maheshwari
    • Changing buying behaviour for 100M people
        • - Customer delight is a survival strategy
        • - Your partners not being good enough is YOUR fault
        • > Suppliers
        • > Payment gateways
        • > Couriers
        • - Be willing to do a LOT more than what offline retailers do
        • > more than what other online services do
    • Order Lifecycle
        • - Attract users to the site
          • Family, Friends, SEO, SEM,WoM, Brand Building
        • - Provide selection
          • Make it easy to Find & Discover products
        • - Provide details to evaluate a product
          • Description, Specifications, UGC
        • - Price well
          • Have to be competitive to the most obvious options
        • - Provide convenient payment options
          • Online, COD
        • - Confirm payment
          • Most people think eCommerce ends here!
    • Order Lifecycle (contd.)
        • - Get the item
          • Procure from Supplier (Just-in-time) (Supplier selection)
          • Keep Inventory (Inventory Prediction, Planning)
        • - Clean & Check for sanity
          • Pages missing, MRP printed lesser than told to you
        • - Pack the item
          • Tamper proof, weather proof, breakage proof
        • - Select courier & hand-over
          • Courier performances vary across regions a LOT
        • - Get tracking id & communicate to customer
          • Follow-up for timely delivery
        • - Take care of returns (faulty product/user changes their mind)
          • Minimize returns
    • This is dhanda
        • - No glamour – this is dhanda and very traditional at that
        • - Your competition is on SP road and Chandni Chowk
        • - Dealing with suppliers:
        • > Signing agreements with suppliers
        • > getting them to share data feeds
        • > getting them to fulfill your orders
        • - Dealing with Payment Gateways
        • - Setting up & operating large warehouses
        • - Dealing with Couriers
        • - These organizations & people work very differently from tech
        • - People may not be as forthright & honest
        • - SLAs mean little (till you achieve scale)
    • Do this for the long run
      • - Very low margins (You need high volumes)
      • > Amazon Nett Profit of $1.1B* on Revenues of $34B
      • > Google Nett Profit of $8.5B on Revenues of $29B
      • > Infosys Nett Profit of $1.5B on Revenues of $6B
      • - Profitability takes a lot of time
      • > Amazon turned in minimal profits in Q4 2001 (7 th year)
      • - But then this is what all other businesses run around
        • > P/E ratio: Infy 24.5 ; Goog 20.1; Amzn 82.2
      * All numbers are for the year 2010
    • Some things that have worked for Flipkart
      • - Customer first.
      • - Cash On Delivery
      • - Logistics is a menacing challenge: Our own Logistics
      • - Depth in a category before breadth in categories
      • - Service, before Marketing
      • - Investing in Technology
    • Questions/Comments/Discussion.