1. Analysis of July 4
an e-
commerce
Portal
2011
In terms of
Bagittoday is an e-commerce website from the India Today Group
and it claims to be India’s largest e-com portal. Loaded with branded Website, SEO,
boutiques this portal allows registration on ‘invitation only’ basis.
Oddly I could invite myself to register. In this cluttered market where
Social media,
a new e-com website come up every day, Bag it Today wants to Online reputation
position itself as a premium one. This 2 page report carries a to the
point analysis done on the portal and its business.
and Business
model
Koustubh Bhattacharya email – bkousofu@gmail.com Page 1

2. Look & feel of the portal
Very good logo
Good functionalities
Nice concept of Boutiques
But the website looks more of a retail website rather than ecommerce
The categories are based on brands rather than products
NO ADVANCE SEARCH FEATURES ??
No facebook or twitter log in
Layout of the product display is fine
Product details not enough
No product testimonials
lacks a feel of credibility and seriousness
Product referrals are way off the relevance
Disclaimers are inadequate and do not educate the user
There is not enough sense of urgency in the offers
No user comments on product details
Product Features:
The Hot Rock –n-Roll
stuff……truly British!!
Canvas Upper never looked
so good before ….
Superb labels
Rubber Soles… light &
comfy…well aligned with
canvas up
http://www.bagittoday.com/Deals/Le
e-Cooper-Canvas-Ankle-Shoes-
Blue/466.htm
Payment Gateway
Good Add to my bag (bucket)
Checkout asks for login at the second step itself (should be delayed)
No guest checkout
Address details not pulling log in registration details
Shipping Charges ??? who charges this these days?
No Paypal?
User leaves the site before the he actually goes to the respective bank’s gateway

3. SEO
Too long description
Good Keywords but not weighed properly I guess.
Keyword organic searches:
1. Online shopping – 15th
2. Shop online – not on 1st 3 pages
3. Buy online – 14th
4. Best deals – 7th
5. Online Deals – 5th
Social Media (observations and suggestions)
Facebook should land you to a welcome page or micro-site app and not on wall
Use social media widgets on top of the home page
There are duplicate groups on facebook. Ask the fraudsters to take down their groups
immediately.
Twitter posts are not synced with facebook
Website has no twitter features. Twitter feeds should be used to encourage users to join
the conversation.
Massive Negative PR
‘Bagittoday Scam’ group on facebook has large number of people berating bagittoday
After top 2 search results on Google, ‘Bagit’ yield only negative searches.
Complaints, grievance forums, consumer forums are filled with rants from unsatisfied
customers
The facebook wall is flooded with enquiries and complaints on the facebook wall.
Comments posted on Saturday are answered on Monday!
There is no one giving a clear message on what to do.
Analysis
Your supply chain and distribution management has glitches
Lost out on logistics support
No focus on regions but tried reaching all over India
Focus on brands and not product
Your online presence was over hyped and it backfired
The pricing model on deals is inconsistent
Pricing strategy didn’t go well with the marketing strategy
Didn’t counter the negative PR
Diagnosis – Oversold but Under delivered.