Our new report is here!
eCommerce Trends is our annual report, we've been doing for 6 years. This year we reached out to 10k eCommerce Managers and asked them to fill in our survey. Of those asked, 150 responded and we created this report based on the results.
What's inside?
Market Overview
B2C eCommerce Sales
Top eRetailers (Based on Revenue)
Top eCommerce Sites (Based on Traffic)
Capital Market
eCommerce Startups to Watch
Survey Results
eCommerce Investments 2018
eCommerce Investments 2019
Changes in Investments 2018-2019
Which Investments Had the Biggest ROI in 2018?
Most Impactful eCommerce Trends for the Next 5 years
Trends Matrix
Inspirations
Marketplaces: Better Prices, Free or Discounted Shipping and a Broader Selection
Voice Interfaces
Big Data & Business Intelligence: IoT as a Source
Chatbots: Growing Popularity
Microservices & Headless: Micro Frontends
Content Marketing & Digital Content
CRM: AI & Social CRM
Mobile CRO
Free Shipping/Returns
Mobile Approach: PWA
Personalization: Hyper-Personalization
Social Commerce: See. Tap. Shop.
Customer Lifetime Value and Referral Programs
Methodology
Research Methodology
Demography
TL;DR - Quick Summary of the Report
Content Marketing: Still Important
Personalization & Loyalty for the Win
Cryptocurrencies and the GDPR: Things of the Past
Content Marketing With the Biggest ROI
Voice Interfaces & Big Data Revolutionize eCommerce
Quick Wins vs. Highest ROI
What do experts say?
Download full version: https://go.divante.co/ecommerce-trends-2019/
D2C Advantage X Toolkit MMA Global & Publicis CommerceSocial Samosa
The D2C Advantage X Toolkit provides essential guidance for C-suite and Brand Leaders to ensure successful D2C ventures, focusing on sound strategies, clear value propositions, and necessary capabilities for profitability.
Our new report is here!
eCommerce Trends is our annual report, we've been doing for 6 years. This year we reached out to 10k eCommerce Managers and asked them to fill in our survey. Of those asked, 150 responded and we created this report based on the results.
What's inside?
Market Overview
B2C eCommerce Sales
Top eRetailers (Based on Revenue)
Top eCommerce Sites (Based on Traffic)
Capital Market
eCommerce Startups to Watch
Survey Results
eCommerce Investments 2018
eCommerce Investments 2019
Changes in Investments 2018-2019
Which Investments Had the Biggest ROI in 2018?
Most Impactful eCommerce Trends for the Next 5 years
Trends Matrix
Inspirations
Marketplaces: Better Prices, Free or Discounted Shipping and a Broader Selection
Voice Interfaces
Big Data & Business Intelligence: IoT as a Source
Chatbots: Growing Popularity
Microservices & Headless: Micro Frontends
Content Marketing & Digital Content
CRM: AI & Social CRM
Mobile CRO
Free Shipping/Returns
Mobile Approach: PWA
Personalization: Hyper-Personalization
Social Commerce: See. Tap. Shop.
Customer Lifetime Value and Referral Programs
Methodology
Research Methodology
Demography
TL;DR - Quick Summary of the Report
Content Marketing: Still Important
Personalization & Loyalty for the Win
Cryptocurrencies and the GDPR: Things of the Past
Content Marketing With the Biggest ROI
Voice Interfaces & Big Data Revolutionize eCommerce
Quick Wins vs. Highest ROI
What do experts say?
Download full version: https://go.divante.co/ecommerce-trends-2019/
D2C Advantage X Toolkit MMA Global & Publicis CommerceSocial Samosa
The D2C Advantage X Toolkit provides essential guidance for C-suite and Brand Leaders to ensure successful D2C ventures, focusing on sound strategies, clear value propositions, and necessary capabilities for profitability.
"The New IBM" story around Cloud, Analytics, Mobile, Social and Security with all the hottest partnerships, acquisitions and investment areas like Watson and Bluemix
The 8 Biggest Consumer And Customer Experience Trends In 2022Bernard Marr
Consumer expectations are shifting all the time, and with the ever-faster digitization of our world, customers want and expect better and different things from companies. Here we look at the top 8 consumer trends for 2022.
Digital Business Lab's social media experts have collected, consolidated, and interpreted the key facts of the Beauty industry on Social Media across Asia (Taiwan, Hong Kong, Japan, Korea, and Singapore).
Digital Business Lab's social media experts have collected, consolidated, and interpreted the key facts of the Beauty industry on Social Media across Asia (Taiwan, Hong Kong, Japan, Korea, and Singapore).
In partnership with L2, a think tank for prestige brands, Labbrand presents this exclusive ranking on the Digital IQ of prestige brands in China. This special edition of the Digital IQ report highlights key findings of the study and discusses the implications for prestige brands. It concludes by presenting actionable tips on what your brand can do to enhance your Digital IQ and build brand equity in China.
Changing Business Models: The Shift to B2B2C and D2C SalesAshish Saxena
Times are changing, and business models are no longer limited to only B2B or B2C. We are seeing a slow
change to alternative models such as B2B2C (business-to-business-to-consumer), D2C (direct-to-consumer)
or B2E (business-to-employee) in order to better meet more specific end-consumer needs.
In this white paper, we’re delving into the trends impacting this shift away from traditional business models in
the e-commerce landscape. We’re also sharing a useful step-by-step guide on how to implement a successful
D2C strategy.
QR Codes: Transforming Consumer-Brand InteractionsCustomer Centria
Reaching a consumer has never been easier for companies – they have tried placing a huge hoarding in the sky, spend crores on a TVC, and invested considerable time, energy and money to take its brand to the remotest corners of the world. And then the wave of social media revolutionised consumer-brand interaction. And today we are not even talking, we just scan and click...Quick Response (QR) code is the word! The marketing circles have started embracing this technology with lot of zest and enthusiasm. Some experts still wait for every chance to write it off as a passing fad, even as the technology is being picked up rapidly by companies globally to send a message to the consumer. The crucial question – are QR codes an emerging trend to stay alive for some decades, or will they be gone by this time next year? If the recent developments, innovations and results QR Codes have shown are anything to go by, be rest assured well be scanning at least 10 times more QR codes by this time next year.
Digital Shelf Analytics: Are you ready to rock the digital shelf?Joakim Gavelin
Digital Shelf Analytics can be an overwhelming concept to tackle. Join this easy-to-follow guide to learn how to take the guesswork out of digital merchandising and uncover their lost sales opportunities.
And how to continuously monitor market activities to optimize your product experiences and respond faster to market changes.
Salesforce B2B Ecommerce – Digital Native Brands Drive the “New Normal”Docmation
digital-first or digital native brands have been driving the new normal and Salesforce B2B Ecommerce has been its partner in growth throughout this journey
https://docmation.com/salesforce-b2b-ecommerce-digital-native-brands/
BRICK is a brand new data-driven product from the team at Foundation Inc!
During our early release program, we plan to evaluate some of the top 50 public SaaS & Cloud companies using our BRICK Framework.
The BRICK Framework is a methodology we developed to quantify the marketing expertise and execution of the top Cloud & SaaS companies in the market.
Our aim is to help brands identify marketing strengths, become aware of marketing weaknesses, and use this data to achieve and unlock greater success in developing a brand, content, and SEO moat.
RetailOasis Big Breakfast Presentation: Full RetailOasis
The full presentation from all our RetailOasis Big Breakfast presenters - Mark Teperson (Accent Group), Kelly Miller (Mirvac), James Johnson (SalesForce), Stephen Kulmar (RetailOasis) and Pippa Kulmar (RetailOasis.
Brand diversification is a curial decision as it can lead to make or kill a brand. Brand dilution is often hazardous for the entire spectrum of products but it seems Marico knows the formula to lead. Marico’s “uncommon sense” shaped into a skin care centre, not into mundane beauty parlours. ‘Kaya Skin Clinic’ aided Marico to diversify from products to services.
According to the report, the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season, reflecting an increasing interest of fans.
"The New IBM" story around Cloud, Analytics, Mobile, Social and Security with all the hottest partnerships, acquisitions and investment areas like Watson and Bluemix
The 8 Biggest Consumer And Customer Experience Trends In 2022Bernard Marr
Consumer expectations are shifting all the time, and with the ever-faster digitization of our world, customers want and expect better and different things from companies. Here we look at the top 8 consumer trends for 2022.
Digital Business Lab's social media experts have collected, consolidated, and interpreted the key facts of the Beauty industry on Social Media across Asia (Taiwan, Hong Kong, Japan, Korea, and Singapore).
Digital Business Lab's social media experts have collected, consolidated, and interpreted the key facts of the Beauty industry on Social Media across Asia (Taiwan, Hong Kong, Japan, Korea, and Singapore).
In partnership with L2, a think tank for prestige brands, Labbrand presents this exclusive ranking on the Digital IQ of prestige brands in China. This special edition of the Digital IQ report highlights key findings of the study and discusses the implications for prestige brands. It concludes by presenting actionable tips on what your brand can do to enhance your Digital IQ and build brand equity in China.
Changing Business Models: The Shift to B2B2C and D2C SalesAshish Saxena
Times are changing, and business models are no longer limited to only B2B or B2C. We are seeing a slow
change to alternative models such as B2B2C (business-to-business-to-consumer), D2C (direct-to-consumer)
or B2E (business-to-employee) in order to better meet more specific end-consumer needs.
In this white paper, we’re delving into the trends impacting this shift away from traditional business models in
the e-commerce landscape. We’re also sharing a useful step-by-step guide on how to implement a successful
D2C strategy.
QR Codes: Transforming Consumer-Brand InteractionsCustomer Centria
Reaching a consumer has never been easier for companies – they have tried placing a huge hoarding in the sky, spend crores on a TVC, and invested considerable time, energy and money to take its brand to the remotest corners of the world. And then the wave of social media revolutionised consumer-brand interaction. And today we are not even talking, we just scan and click...Quick Response (QR) code is the word! The marketing circles have started embracing this technology with lot of zest and enthusiasm. Some experts still wait for every chance to write it off as a passing fad, even as the technology is being picked up rapidly by companies globally to send a message to the consumer. The crucial question – are QR codes an emerging trend to stay alive for some decades, or will they be gone by this time next year? If the recent developments, innovations and results QR Codes have shown are anything to go by, be rest assured well be scanning at least 10 times more QR codes by this time next year.
Digital Shelf Analytics: Are you ready to rock the digital shelf?Joakim Gavelin
Digital Shelf Analytics can be an overwhelming concept to tackle. Join this easy-to-follow guide to learn how to take the guesswork out of digital merchandising and uncover their lost sales opportunities.
And how to continuously monitor market activities to optimize your product experiences and respond faster to market changes.
Salesforce B2B Ecommerce – Digital Native Brands Drive the “New Normal”Docmation
digital-first or digital native brands have been driving the new normal and Salesforce B2B Ecommerce has been its partner in growth throughout this journey
https://docmation.com/salesforce-b2b-ecommerce-digital-native-brands/
BRICK is a brand new data-driven product from the team at Foundation Inc!
During our early release program, we plan to evaluate some of the top 50 public SaaS & Cloud companies using our BRICK Framework.
The BRICK Framework is a methodology we developed to quantify the marketing expertise and execution of the top Cloud & SaaS companies in the market.
Our aim is to help brands identify marketing strengths, become aware of marketing weaknesses, and use this data to achieve and unlock greater success in developing a brand, content, and SEO moat.
RetailOasis Big Breakfast Presentation: Full RetailOasis
The full presentation from all our RetailOasis Big Breakfast presenters - Mark Teperson (Accent Group), Kelly Miller (Mirvac), James Johnson (SalesForce), Stephen Kulmar (RetailOasis) and Pippa Kulmar (RetailOasis.
Brand diversification is a curial decision as it can lead to make or kill a brand. Brand dilution is often hazardous for the entire spectrum of products but it seems Marico knows the formula to lead. Marico’s “uncommon sense” shaped into a skin care centre, not into mundane beauty parlours. ‘Kaya Skin Clinic’ aided Marico to diversify from products to services.
According to the report, the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season, reflecting an increasing interest of fans.
Deloitte Gen Z Millennial Survey 2024_India_Full length report_.pdfSocial Samosa
The campaign, featuring messages like 'A vow of celibacy is not the answer' and 'Thou shalt not give up on dating and become a nun,' drew widespread condemnation, with netizens expressing their disappointment and frustration on social media.
The report showcases that in 2023, Maharashtra ranked first in BFSI sector ad volumes with a 20% share, while on digital platforms, AMFI was the top advertiser, accounting for 8% of total ad impressions in the BFSI sector.
Honasa Consumer Ltd's report titled, 'Driven by Purpose' outlines the significant impact of various purpose-driven initiatives in terms of economic development, environmental stewardship, and community empowerment.
WebEngage's report found D2C and E-Commerce sectors accounting for 35.8% of respondents, reflecting the growing focus on customer retention for long-term profitability and the increasing demand for retention marketing talent.
TAM Sports_IPL 17 Till Match 37_Celebrity Endorsement _Report.pdfSocial Samosa
During IPL 17, the top five categories and advertisers accounted for 75% and 65% of ad volume shares of celebrity-endorsed ads with Sporta Technologies being the top advertiser & Ecom-gaming being the leading category.
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa
Social Samosa is back with the sixth edition of the Best Social Media Brands Awards #SAMMIE2024 where we highlight the brands excelling in social media with innovative campaigns with strong engagement.
Kantar AI Summit- Under Embargo till Wednesday, 24th April 2024, 4 PM, IST.pdfSocial Samosa
According to the Kantar AI Report, India's AI user base is 724 million and is projected to grow 6% year over year, with users engaging in AI features like image filters, personalized recommendations, and smart devices.
TAM AdEx 2023 Cross Media Advertising Recap - Auto SectorSocial Samosa
TAM AdEx's recent report -- '2023 Cross Media Advertising Recap - Auto Sector' summarizes ad volumes in the Auto sector across TV, Print, Digital, and Radio for 2023.
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
During IPL 17 (2024), the count of categories and advertisers increased by 65% and 37% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
During IPL 17 (2024), the count of categories and advertisers increased by 63% and 26% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdfSocial Samosa
TAM AdEx's recent report summarizes ad volumes in the FMCG sector across TV, Print, Digital, and Radio for 2023. Titled '2023 Cross Media Advertising Recap - FMCG Sector', the report provides an overview of advertising trends.
Ecom-Gaming maintained its top position throughout all the seven matches of IPL 17. The top five categories in IPL 17 together had 52% share of ad volumes. The count of advertisers increased by 28% during IPL 17 over IPL 16.
Media and Internet Preview Q4FY24 Elara CSocial Samosa
Zomato is expected to continue its growth trajectory in Q4FY24, with a projected 54% YoY revenue increase. PVR Inox is expected to witness a 13.3% YoY growth in box office revenue and a 20.8% YoY surge in food and beverages revenue.
As per the report, B2B sellers in India increasingly rely on AI for tasks like prospect research and lead generation, with 90% seeing it as crucial for future success.
Brand Trust Report 2024 TRA Report ListingsSocial Samosa
The 2024 Brand Trust Report (BTR) by TRA, based on insights from 2,500+ consumer influencers across 16 cities, measures consumer buying Intention with over 90,000 interviews conducted in the past 13 years.
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
Services and Computers sectors retained their first and second positions. Amazon Online India maintained its first position in the top advertisers list. There was a surge of 71% in ad impressions during Oct-Dec’23 over Jan-Mar’23.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
Quantitative Data AnalysisReliability Analysis (Cronbach Alpha) Common Method...2023240532
Quantitative data Analysis
Overview
Reliability Analysis (Cronbach Alpha)
Common Method Bias (Harman Single Factor Test)
Frequency Analysis (Demographic)
Descriptive Analysis
Show drafts
volume_up
Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
2. Consumer Brands embracing the digital revolution
The worldof consumerbrandshasundergonea
significanttransformationasonline retailhasgrownin
popularityandimportance.Consumers continueto
increasingly search,discoverandbuyproductsonline.
Ecommerceisalsocreatingopportunityfornewbrands
tobe builtandexistingbrandstomarketthemselveson
horizontalplatformsandownwebsites.There is
widespread recognitioninconsumerproduct
companiesthattheyneedtobuildstrongcapabilities
andpresenceinonlineretailif theywanttoretainor
gainmarketshareintheircategories.
OurRankingof DigitalDisruptorsisdesignedtoidentify
the topconsumerproductcompaniesthatare leaders
inecommerceacrossmajorretailcategoriesand
highlightthekeysuccessfactorsforthesedigital
leaders.Thiswillalsohelpotherplayerstoraisethebar
fortheironline performance.
We have analysedtheperformanceof thesecompanies,
usingarange of factorssuchastheirmarketsharein
onlinesalesintheircategories, shareof ecommercein
theirtotalsales,growth,andperformanceon
marketplaces.The resultisthe firstcomprehensive
rankingof themostsuccessfulandinfluential
ecommerce productcompaniesinIndia,andinsightsinto
whatsetsthemapartfromtheirpeers.
Digital
Disruptors
Ranking
Growth
Online
Category
Share
Marketplace
Performance
% Sales from
Ecommerce
Redseerconductedextensiveresearchandanalysisof
over 1000 consumerproductplayersacrosscategories
toidentify companiesthathavebeenmostsuccessful
inbuildingastrongecommercepresence.
02
Source(s): Redseer Analysis
Note(s):
1.Privatelabelsof ecommerceplatforms have beenexcludedfromtherankings
2.Only brandsoverathresholdofonlinesaleswere includedintherankings
Figure 1: Building Blocks of the DigitalDisruptors
Ranking
3. $ 750 Bn
$ 843 Bn
$ 724 Bn
$ 865 Bn
$ 947 Bn
$ 1,363 Bn
2022P
2018 2021
2020
2019 2026F
Some categoriessuchasElectronics&Appliances
alreadyhavea highshareof theirtotalsalesfrom
ecommerce. We expectthatexceptforgrocery, online
saleswill accountforover25% of salesformostmajor
retailcategoriesby2026, indicatingthesignificanceof
digitalleadershipinthecomingyears.
Digitalfirstbrandsnowaccountforover25% of all
onlinesales,highlightingthe growingimportance of
digital-firststrategies.Thesedigitalfirstbrandsare
alsoexpandingoffline, threateningthetraditional
playersontheirturf.
Furtherconsumersincreasinglyrelyondigitalsearchand
reviewstomaketheirdecisions,evenforoffline
purchase. Thisfurtherhighlightstheimportanceof a
strongonline presence.
Clearly,traditionalcompaniesthatare overindexedon
offlinesaleshavea shortwindowtoenhancetheir
share inecommerce.Theyneedfocusonbuildingtheir
digitalcapabilitiesandadoptinganomnichannel
approachtosucceedinthemarket.
Increasingshareof onlinesalesacrosscategories
andrise of digitalfirstbrandstogetherpose a
substantialchallenge tothetraditional players
Figure 2: Growth of Indian Retail and Ecommerce
03
Online presence is no
longer a choice
The Indianecommercemarketisoneof thelargestand
fastestgrowingintheworld,withanestimatedmarket
size of $63billionin2022asshowninFigure2.
Ecommerceisexpectedtocontinue drivinggrowthin
retailandisprojectedtogrowat a CAGRof 27% to
reach$163billionby2026,almostthreetimesthe
growthinoverallretail market.
Note(s):
1. Includes only B2C retail of products and doesn’t include B2B retail. Includes categories such as Food & Grocery, Fashion, Jewelry, Mobiles, Consumer Electronics, Large Appliances,Small Appliances, BPC, Home &
Living, Pharmacy and Wellness
2. Conversion taken as 1 USD = 75 IN
Source(s): Redseer Analysis
Overall Retail Market¹
In US$ Bn, CY2018–CY2026F
Online Retail Market¹
In US$ Bn, CY2018 –CY2026F
+10%
$ 20 Bn
$ 25 Bn
$ 35 Bn
$ 49 Bn
$ 63 Bn
$ 163 Bn
2022P
2018 2021
2020
2019 2026F
+27%
4. Digital Disruptors - 2022
Redseer,asthe leadingconsultingfirmtothe digital
ecosystem,hasawealthof proprietaryresearch,
benchmarks, anddataon ecommercespace.Tobuild
thisrankingof DigitalDisruptors,weleveraged
followingelementsof ourtoolkit:
We evaluatedtheecommerce performanceof over
1000 companieswithover2000 brandsacrosskey
consumerproductcategories.Givenseveral companies
have brandsthatspanacrosscategories,we have
clubbedthe companiesin three majorcategories,viz.,
Electronics&Appliances,Fashion&Home,andGrocery
&PersonalCare.Thisenablesacomparisonof
companiesincategorieswithrelativelysimilarlevelof
onlinematurity.
Basedonthisanalysis,weidentified75Digital
Disruptors, representing the most successfuland
innovative companiesintheIndianecommerce
market.
The above75DigitalDisruptorsaccountfor~$15Bnin onlinesales,indicatingtheirsignificant
impactonthe Indianecommercemarket.These companiesleadintheircategoriesinonline
salesandhavebuiltabovecategoryaveragepositionsintermsofshareof businessfrom
ecommerce.
Redseer Benchmarks - Track performanceof all
leadingecommerceplatforms.
Redseer Brandverse - Tracks ecommerce
performance of over 2000 brands across 50 sub-
categories
Ecommerce Diagnostic Toolkit - Assesses
companies on Key Success Factors of
eCommerceExcellence
Figure 3: Digital Disruptors - 2022
★ Digital First Players
Electronics & Appliances Fashion & Home Grocery & Personal Care
01. Boat ★ 1. Aditya Birla Fashion and Retail 1. Hindustan Unilever
02. BBK 2. Puma India 2. L'Oreal India
03. Asus 3. Wakefit ★ 3. Licious ★
04. HP 4. Decathalon 4. Wipro Consumer Care
05. Philips India Ltd 5. KETCH ★ 5. ITC Foods
06. Xiaomi ★ 6. Adidas 6. Country Delight ★
07. Atomberg ★ 7. Levi Strauss & Co 7. Mamaearth ★
08. Lenovo India 8. Rare Rabbit ★ 8. MuscleBlaze ★
09. Lifelong ★ 9. USPL World ★ 9. Marico
10. Samsung India 10. H&M 10. Reckitt Benckiser
11. Noise ★ 11. Varanga ★ 11. Nestle India
12. Nothing ★ 12. SASSAFRAS ★ 12. Minimalist ★
13. Crompton 13. Safari Industries 13. Plum Goodness ★
14. IFB 14. Clovia ★ 14. MyGlamm ★
15. Bajaj Electricals 15. Bewakoof ★ 15. Mamy Poko
16. Fire-Boltt ★ 16. Zara 16. Mcaffeine ★
17. Whirlpool India 17. DAMENSCH ★ 17. Beardo ★
18. Dell 18. FabAlley ★ 18. Bombay Shaving Company ★
19. Havells India Ltd 19. Campus Sutra ★ 19. WOW Skin Science ★
20. Prestige 20. Little Angel ★ 20. Sugar Cosmetics ★
21. Sony 21. Fossil 21. Johnson & Johnson
22. JBL 22. Nike India 22. Himalaya
23. LG India 23. Fort Collins ★ 23. Aachi Masala
24. Apple India 24. Caratlane ★ 24. CavinKare
25. Panasonic 25. Blackberrys 25. Estee Lauder
04
5. However,manycompanieswithstrongpresence in
offlinespace,are conspicuousbytheirabsence inthis
list.Clearly,manytraditional playershavestruggledto
adapttothe highlyagileecommerce marketsandtheir
onlinemarketsharesare significantlyunder-indexedto
theiroverall categoryshare.
Onanaverage, the DigitalFirstBrandsdrive>75% of
theirsalesonlinewhiletraditionalbrandsdo<30% of
theirsalesonline.
Inmature ecommercecategorieslikeelectronics,
some traditionalbrandshaveadopteddigital centric
strategiestoderivealmost50% of theirsalesfrom
online.However,the gapinthetwostrategiesisquite
evidentinfashionandgrocery.
Itispertinenttonotethatlargescaleof traditional
playersmeansthatevenwithlowpercentageofsales
comingfromecommerce,theirabsolute onlinesales
are quitesubstantial.
Digital First Players are making a bold charge forward
Over45% of the DigitalDisruptorsare DigitalFirst
Companies(Figure 4).Theseorganizationsstartedout
bylaunchingonlineonlybrandsandastheybuiltscale,
mostof themhaveexpandedtonewsub-categories
andalsotoofflinechannelstoleveragetheirbrandsto
capturealargersliceof market.
Ourresearchsuggeststhatmanytraditionalplayers
toohave done welltotransitiontoanonlineworld
usingtheirexistingbrandsornewdigitalbrands.
Figure 4 : Digital Disruptor Categorisation
Split of Ecommerce Leaders across Sectors
CY2022
Source(s): Redseer Analysis
Figure 5 : % of Sales from Ecommerce
CY 2022
05
28%
Electronics
& Appliances
48%
52%
72%
52%
48%
Grocery &
Personal Care
Fashion &Home
TraditionalBrands Digital First Brands
26%
78%
29%
80%
14%
78%
10%
20%
30%
40%
50%
0%
70%
80%
90%
100%
60%
Average for Traditional Brands
Average for DigitalFirstBrands
Electronics&
Appliances
Fashion &
Home
Grocery &
Personal Care
Range
Min Max
6. Elephants:Theseare typicallylegacyplayerswhousedto
dominatetheircategoryofflineandhavebuiltstrong
onlinepresence.Theirsheerscaleandbrandpullhas
enabledthemtogetsignificantsalesonline,but
ecommercestillcontributesarelativelysmallshareof
theirrevenues.
Rabbits:Theseare DigitalFirstBrandswhohave
leveragedecommercetoscaleup..However,theyare
stilltoachievescaletobuildcategorydominance.
Theywillbenefitfromfurthergrowthinecommerce
butwillface challengesfromelephants.
InFigure6,we analyzedtheCategoryDominance(onlinemarketsharebycategory)of DigitalDisruptors
andtheirOnlineFocus(% salesfromonlinechannels).Distinctcategoriesof disruptorsemergeinfour
quadrants..
Tigers:Theseareplayerswhowereearlymoversinthe
ecommercespaceandhavescaleduprapidly.Theyhave
builtonlinedominanceintheircategories.Theydrivea
significantshareofsalesfromecommercebuthavealso
builtstrongofflinefootprint.
Turtles:Theseagainare legacybrandsthathavedone
reasonably wellonecommerce.However, thereonline
marketshareisstill muchsmallerthanotherDigital
Disruptors.
Going forward,weexpectmostplayersin top two
quadrantto enhancetheirfocuson offlinesales,while
theplayersin bottomquadrantswillaggressively push
ecommerce.
Race for Category Dominance while keeping a
strong Online Focus
Online
Focus
CategoryDominance
03
6
Figure 6: Category Dominance vs. Online Focus
CY 2022
Rabbits
Turtles
Tigers
Elephants
Noise
Prestige
Philips
IFB
Fire-Boltt
Lifelong
Atomberg
ABFRL
Decathalon
Puma
Wakefit
Adidas
Levis
H&M
KETCH
Nike
Zara
Blackberrys
Whirlpool
Fossil
Rare Rabbit
JBL
Caratlane
USPL World
Bajaj
Varanga
Asus BBK
Crompton
Safari
Industries
Clovia
Bewakoof
Havells
Little Angel
DAMENSCH
FabAlley
Campus Sutra
Sony
Fort Collins
HUL
ITC
Nestle
L’Oreal
Marico
Reckitt Benckiser
Wipro
Mamaearth
Mamy Poko
J&J
Himalaya
CavinKare
Aachi Masala
LG India
MuscleBlaze
HP
WOW
Plum Goodness
Panasonic
MyGlamm
Boat
Sugar Cosmetics
Nothing
Mcaffeine
Lenovo
Minimalist
Beardo
Dell
Bombay Shaving Company
Apple
Licious
Country Delight
Elca Cosmetics
Xiaomi
Samsung
SASSAFRAS
Traditional Brands
Digital FirstBrands
7. Fashion&Homeishighlyfragmented,andpresenceof
severalmarketplaceshasenablednew brandsto
emergecateringtonichecustomersegments.
Inthe Grocery&PersonalCarecategory,specialist
platforms actaswalledgardensmakingitrelatively
hardfornewbrandstobreakthrough.Despitethis,
digital brands,are emerginginpremiumandniche
segments.LargerDFBslikeLiciousandCountryDelight
have reliedonownwebsitestodrivesales.
It isinterestingthatexceptforelectronics,onlyafew
digital-firstbrandshavebeenabletoscaleup to
dominate theircategories.M&A activityhasalsopicked
uppace inlastfew yearsaslargetraditionalplayers
have realizedtheimportanceof ecommerceand
acquireddigitalbrandstostrengthentheironline
presence.&capabilities.Acquireddigital brands too
benefitfromthesalesupliftthroughthecountry-wide
offlinedistributionof theseestablishedplayers.
Twoothertrendshavebeenwitnessedacross
categoriesoverlasttwoyears.First,wellfundedroll-
upcommerceplayershaveemergedandare
supportingsmallerdigital brandstoscaleup.
Second,private labelshavebeenlaunchedby
ecommerceplatformsacrosscategoriessuchas
electronics,fashion,personal care andgrocery. These
have a significantadvantagetoscaleupbyleveraging
the parentplatform.Someof the nextsetof Digital
Disruptorsarelikelytoemergefromthestablesof
privatelabelsorroll-upcommerce players.
Goingforwardasshareof onlinesalesincreasesacross
categories,itisexpectedthatmostleadingbrandswill
be omnichannel. Linesbetweendigitalfirstand
traditionalplayerswillgetincreasinglyblurredasthey
willbothcompeteaggressivelyonlineandoffline.At
the same time,traditionalplayerwhohavenotbuilta
strongonlinepresence, mustquicklyadaptandinvest
intheirdigitalcapabilitiestoremaincompetitiveorbe
at riskof gettingdisrupted.
Different Categories,Different Evolution
Digitalfirstplayershavea higherpercentageofsales
comingonline.However,traditional players,especially
inFashion&Home andGrocery&PersonalCare,
dominatetheircategory,withhighmarketshare.
07
Electronicsasacategoryhasquicklyreachedhighonline
penetration. Thishasenabledseveral DFBstoacquire
marketdominanceandhighonlinesalesinmobiles,
television,hearablesandwearables.
Applianceshaverelativelyloweronlinepenetrationand
traditionalplayershavehadtimetouptheirgame,
leveragingtheirestablishedbrandsandwideproduct
range tobuildstronge-commerce positions.However,
some digital-firstplayerslikeAtombergandLifelong
have carvedoutsignificantspaceintheirsub-
categories.
8. Learnings from Disruptors
The 75 DigitalDisruptorshavevery differentcategoryandhistoricalcontext.Someare highly establishedIndianorglobalbrandswithstrongofflinechannel,while othersdidnot
evenexistin2015. However,somecommonsuccessfactorsstoodoutacrossall successfulcompanies.
Strategic Focus
Digital Disruptorsunderstandthatecommerceisa
criticalpartof theirbusinessandputtheleadership
focusandinvestmentsbehindtheecommerce
strategy, ratherthantreatingitasjustanother
channel.
They recognizethatonlineisadifferentmarket
thanofflineandrequiresdistinctstrategy,sales&
marketingapproach,andfinancialexpectations.
DynamicPricing
DigitalDisruptorsaligntheirpricepropositionto
onlinecustomersegmentneedswhile managing
conflictwithotherchannels.
Theytrackandfrequentlyadjustthepricesand
discountstoaccountforchangingdemand,festive
spikesandcompetitormoves.
Agile Organization
Digital Disruptors promote an agile
organization & hustle culture that enables
constantinnovationandmarkettrackingtodisrupt
andgrowfaster.
Theybuilddeep capabilities inanalytics & data
science totakequickdecisionsandadaptstrategy&
tacticstorapidlychangingneedsof of the online
consumer.
Brand / ProductPortfolio
DigitalDisruptorsofferawide&oftendistinct
range of SKUsonlineascomparedtooffline.They
alsothoughtfullylaunch/acquiredistinctbrands,
thatcanbeadequatelysupported,toaddress
diversecustomersegments.
Theyinvestinunderstandingtherulesandsuccess
factorsof onlinegameandaligntheirapproachto
the respectiveplatform’salgorithmtocreatea
virtuousflywheelof discoveryandpurchaseto
scale up.
Best-in-Class Digital Marketing
DigitalDisruptorscreatestrongrelatablebrands
andcommunitiesacrosssocialmediaandon
ecommerceplatforms tobuildaloyal online
customerbasetodriveorganicsearchandreduce
costof sales.
Theybuilddeepinhousedigitalmarketing
capabilitiesandstrategiestodrivevisibilityand
performanceacrosschannelstodrivesalesat
optimumcosts.
08
9. Authors
Anil Kumar
CEO
Anil specialisesingrowthandinvestmentstrategiestohelpsolvebusinessproblemsinthenewage economy andemerging
markets. Anil hasbeenpartof engagementsinInternet,PrivateEquity,RetailCPGandHealthcare,amongothers.He hasledthe
marketentryandoffshoringstrategiesforFortune-500technologycompaniesaswellasgovernmentand semi-government
bodies.
He canbe reachedatanil@redseer.com
09
MohitRana
Partner
Mohitbringsover25 yearsof experienceinconsulting, start-ups,financialservices,,andtechnology.He ispassionateaboutthe
internetecosystemandhasbeeninstrumentalinhelpingclientsframegrowthstrategies, launchnewbusinesses, anddrivelar
ge
operationalimprovementprograms.Hehasledlargeengagementswithconsumerproducts,technology,mediaandPEplayers
acrossarangeof topics.
He canbe reachedatmohit.rana@redseer.com
Saurav KumarChachan
Director
Sauravhasadvisedclientsintheretail,eCommerce,foodtechnology,ePharma, eB2B, andinvestors/PEsectorsatRedseerStrategy
Consultants.Hisexpertiseencompassesnewcategorylaunchesandonlinestrategyforoffline companiesinthefashionand
FMCG sectors,andhe hasprovidedstrategyadvicetonumerousindustrytitansinthese areas.PriortojoiningRedseerStrategy
Consultants,Sauravworkedfora reputableconsultingfirmspecialisinginprovidingadvicetoretailandCPGbusinesses. He canbe
reachedatsaurav@redseer.com