eCommerce refers to the buying and selling of goods and services over electronic systems like the internet. The eCommerce industry in India is valued at $12.5 billion and is growing at 85% annually. By 2020, eCommerce is expected to contribute 4% to India's GDP and generate 1.5 million jobs. The main drivers of eCommerce in India are discounts, cashbacks and deals that attract young online shoppers aged 18-35 to purchase clothing, accessories and electronics. As mobile internet usage increases, mCommerce through smartphones is emerging as an important aspect of eCommerce in India.

1. Friday Explorer: eCommerce

2. A virtual extension of the offline Commerce,
eCommerce is –
‘Buying and selling of goods and services’
conducted over an Electronic medium

3. eCommerce is the SALES part of a larger system
called eBusiness
Search
Display
Advertising
eCommerce
eBusiness
Social Media
Presence
Website

4. India is on the
verge of an
eCommerce
boom

5. Current eCommerce Scenario
− eCommerce industry is valued at $12.5 Bn as on 2013
− It has a staggering growth rate of 85% in 2013
-
Every 3 out of 5 internet users in India shop online
-
India has a young eCommerce audience with 90% in
the age group of 18-35 years
Source: ASSOCHAM report

6. Future of eCommerce in India
-
India will have World’s 2nd largest user base in June 2014 with
243 Million users surpassing U.S.
-
eCommerce to contribute around 4% to GDP in India by 2020
-
The sector will generate 1.5 Million jobs by 2020
-
eCommerce is pegged to be worth $56 Billion by 2023
-
And will control 6.5% of the total retail market by 2023
Source: ASSOCHAM report &
KPMG Report

7. Different eCommerce models
B2C
B2B
C2C
C2B

8. eCommerce Transaction Process

9. Payment Gateway Process flow
40% of digital transactions are abandoned at the
payment stage due to doubts that credit card details are
secure

10. Growing influence of M-Commerce in India
 Mobile internet users in India to reach 185 million by June 2014
 50% of all active Internet users access it via Mobile
Source: IAMAI, Jan 2014

11. E-tailing or Online
retailing is driving the
Ecommerce Industry

12. e-Commerce
e-Travel
Inventory
Model
e-Tailing
e-Classifieds
Marketplace
Model
Digital
Downloads

13. How often people shop Online in India?
75% of respondents buy online at least once a month
Source: Baggout.com, Online
Shopping Trends India Survey

14. 2/3rd of online shoppers in India buy Clothes
and Accessories
Electronics is the 2nd biggest e-tailing category with 62%

15. Why do people Shop online?
81% of respondents shop online for Discounts and Cashbacks

16. What stops online shoppers from buying
online?
55% online shoppers fear low quality/fake products while buying online and
an equal number miss checking the look and feel while buying the product

17. Does friend recommendation influence online
buying?
55% online shoppers fear low quality/fake products while buying online and
an equal number miss checking the look and feel while buying the product

18. Do people want to see social recommendations
while shopping online?
Over 2/3rd of respondents would like to see personalized shopping
recommendations based on what their friends are buying

19. Factors
driving
E-tailing
in India

20. For Consumers
Coupons Sites
Deal Aggregator
Sites
Price Comparison
Sites
19 percent of consumers leave a store and look for lower prices online
2 out of 5 women have searched for a product because of an online coupon.

21. For Retailers
Online
Marketplaces
eCommerce
Platforms

22. GOSF
 A Google's initiative, ‘Great Online Shopping Festival’ is India's
version of Cyber Monday of the west
 GOSF 2013 reached 16 million Indian shoppers in 4 days
 The GOSF website received 2Mn unique visitors with 60% 1st
time buyers
 62% of shoppers in the age group of 18-34 years with 50%
women
 The 4 day event saw a conversion rate of 10%

23. Take-away for
Advertisers and
Marketers…

24. 10 essentials for an Ecommerce
portal in India…
1.
Offer enticing Deals & Offers
2.
Maximum details of Products/Services
3.
360° viewing
4.
Quick load time
5.
Customer support numbers & Chat support
6.
Social Media Links
7.
Cash on Delivery / Cash before Delivery option
8.
Secure Payment System: SSL certificates, Trust badges
9.
Flexible Return policy
10. Stock Meter

25. Usability + Visibility + Conversion =
Successful eCommerce business

26. Increase Usability
1.
Use Beautiful Photography, 360-degree view for your
Products and Services
2.
Merchandize Your Products and Services
3.
Make Your Website Easy to Navigate
4.
Deliver One of a Kind Customer Services

27. Increase Visibility
1.
Use Pay Per Click Advertising as a Balance to Search Engine
Optimization
2.
Pay Per Click Advertising: Use it to balance Search Engine
Optimization
3.
Integrate Social Media Sharing into Your Store
4.
Build a list of loyal customers and offer regular discounts,
offers & communication via E-mail Marketing

28. Increase Conversions
1.
Master A/B testing to find out what works best on your
website
2.
Focus on the right copy
3.
Offer maximum payment options
4.
Every Customer is a King
5.
Analyze Conversions

29. Key Learning
 ‘Personalization’ is the key to eCommerce
 Geo-Targeted offers is the need of the hour
 Mobile shopping is the future of eCommerce
 Enable customer friendly experiences with enhanced filtering and
searching
 Create an eCommerce experience for the consumer which is:
Mobile, Social and Visual
 A customer is weighed in terms of it’s ‘Lifetime’ value
 Very soon Brick and Mortar stores will be merely ‘SHOW’rooms with
purchases happening online