E-tailing in India- A Case study approach

2. Online retailing is a form of electronic commerce
which allows consumers to directly buy goods or
services from a seller over the Internet using a web
browser.
Retailing is the most ground breaking and
challenging innovation for the retail industry since
the last two decades.
Online is for discount is for discount mongerscheap cheap cheap!
Online has excessive returns- loss making
proposition.

3. PARAMETERS
2007
2010
2013
IN TOP 5
IN TOP 5
# 1 FACTOR
Price
87%
96%
64%
Selection
74%
86%
14%
Promotions/Advertisements
48%
50%
3%
Customer Service
43%
46%
2%
Familiarity/ Experience with store
42%
44%
6%
Payment options
41%
43%
2%
Access to customer reviews, product
information
40%
38%
3%
Name Recognition
38%
37%
4%
Ability to purchase multiple items
34%
36%
2%
Recommendations from friends/
relatives
23%
18%
1%

4.  Increasing urbanization.
 Burgeoning middle class with relatively high disposable






incomes.
In-adequacy of time of consumers.
High need for saving labor.
Convenience (open 24X7).
Quick deals search and choice of best available in the
market.
Increasing internet penetration.
Young and educated population.

5. E-TAILING A BIRD EYE VIEW
Mobile internet traffic has made the surfers buy house and car online.
Great Online Shopping Festival (GOSF) was conducted in India on DEC
11, 2013.
 Participation by over 200 e-commerce portals, running for 72 hours.
 50% of people who shopped during the GOSF were the first time online
shoppers.
The Indian e-commerce market grew at a CAGR of about 35% between 2009
and 2012 to $9.5 billion. The market reached $12.6 billion in 2013 which led to
entry of FDI in this sector.
E-tailers click in Tier 2/3 towns and cities.

6. Top Categories in India
30%
34%
15%
6%
2%
3%
10%
Apparels and
accessories
Books
Beauty & Personal
care
Home and
Furnishing
Healthcare

7. 1. Travel and Tourism
OTA'S SHARE ON ONLINE PLATFORM
4%4%
6%
36%
8%
10%
15%
17%
Indian Railways
MakeMyTrip
Yatra Online
Clear Trip
Expedia
Traveladnetwork
MustseeIndia.com
Indianrailinfo.com

8. 2.GROCERY MARKET

9. 3.STOCK TRADING

10. Yebhi.com was known as Bigshoebazaar.com earlier and
was started in September 2009.
It transformed into www.Yebhi.com in 2010.
Enormous success in footwear category inspired them to
expand in other categories also
like Apparels, Accessories, Bags, Jewellery and Mobiles.

11. WORKING MODEL:
Yebhi.com is working on Inventory model. They have 2 big distribution
centers of 125000 sq. feet with more than 14 delivery hubs in India.
They deliver to about 11,000 pin codes in India, including tire one and
tire two cities.

12. RECENT IDEAS
BUY FIRST SELL LATER
• Purchases
from
suppliers
In bulk
• Storage in
warehouses
• Sale to the
end user
1.25 lk
sq/ft
Perfect
fulfilment

13.  Yebhi.com Launched a new model “Try and Buy” in
which customer can order a product and at the time of
delivery if not satisfied can return it back without any
cash charges.

14. CLICK TO THE SHIP
A streamlined workforce In place, which ensures
that time between a customer placing order and
the product being shipped from there end is not
more than 1-2 hours
YEBHI CHAMPS
Hiring MBA professionals to carry on the delivery process.
YEBHI WALLET
The funds from Yebhi Wallet can be used to shop for products, recharge
mobiles or DTH and transfer funds back to user's bank accounts through
NEFT (National Electronic Funds Transfer) free of charge.

15. •INVESTMENT:
120
100
100
80
60
60
50
40
20
0
2011
Series A
2012
Series B
2013
Series C

16. •Supply chain management:
Previously yebhi used Aramex courier and now yebhi
launched their own courier services which is called
“YEBHI EXPRESS”.
•Publicity:
Won the „CUSTOMER LOYALTY AWARD‟ in 2010.
Presently 1,562,869 likes in Facebook.
With all its credibility Yebhi has managed a 5X
growth in 2013 with USD 127 million (INR 627
Crore).

17. TIE UP WITH IRCTC
 The Indian Railway’s subsidiary which
recently launched its SMS based ticketing
service, was looking for a white label solution
partner to manage its back-end operations.
 IRCTC gets close to 1.2 million daily visits
generating 180 million transactions every year thus
making it the largest Ecommerce site in the country.
Yebhi.com receives close to 2 Lakh visitors per day.
 Almost 25% of the IRCTC traffic is coming to the
IRCTC’s shopping website.

18. CUSTOMER:
PROMISES (95%)
REALITY (5%)
CLICK TO SHIP
Delay in delivery(10-12 days).
Refund done immediately after
customer grievance.
Yebhi wallet ineffective.
BUY FIRST AND SELL LATER.
Order cancellation stating “out of
stock as a reason”.
24X7 Customer Service
Poor customer response.

19. BUSINESS:
Logistics issues.
Problem with the Payment system.
New Business models for Retailers.
Back-End systems.
Seasonality
Consumer Bias

20. India Retail Market Forecasts
900
800
700
$ billions
600
500
400
E-tailing
 E-tailing in India will positively have impact on its
Organized
Retail
Total Indian
Retail
1. Employment status
2. Entrepreneurship Development
which is imperative for India to get into that
ladder of becoming a
“SUPER POWER NATION”
300
200
THANK YOU
100
0
2006
2011
2016E
2020E