4. What is eCommerce ??
• Common Definition - eCommerce (or electronic commerce)
refers to the buying and selling of goods and services via
electronic channels, primarily the Internet.
5. What is eCommerce ??
Perception Reality
eCommerce is only when people buy goods
online
eCommerce exists in many forms, such as eTailing,
M-commerce, T-Commerce, S-Commerce etc.
eCommerce only happens when you buy
online
When you look for the best price for a good online,
it constitutes eCommerce. In fact Search and Ads
are two of the biggest components of eCommerce
eCommerce is a recent phenomenon eCommerce has been around for over three
decades in various forms such as online ordering,
electronic catalogues, automated data
management systems, payment gateway solutions
etc.
6. Forms of eCommerce
eTailing
Buying and selling goods
online thru online
sites, marketplaces etc.
M-Commerce
Buying or selling of goods
through a mobile device using
online payment mechanisms
S-Commerce
Social Commerce using
various aids such as shopping
tools, social networks etc.
T-Commerce
The most recent form of
eCommerce and refers to
buying goods & services using
a TV
7. Evolution of Modern Retail
Ancient Retail
• Based on Barter
• Introduction of
Money simplified
buying process
• Trade limited to
physical touch &
accessibility
Intermediate
Retail
• System based on
large companies &
retail stores
• Electronic Payments
simplifies buying
further
Modern Retail
• eCommerce in
multiple forms and
formats
• Omni-Channel retail
takes over with
multiple options
across the entire
spectrum of services
8. Modern eCommerce - Formats
B2C
Largest form of
eCommerce
across the world
Dominated by
Large Global
Companies such
as Amazon
B2B
Mostly Regional
with some
Global players
Dominated by
Companies such
as Alibaba.Com
C2C
Earliest form of
commerce
itself, starting
with barter
Dominated by
Large Players
such as eBay
G2_
Transactions
with the
Government
Tenders, Tax
Filing, Business
Registrations, et
c.,
Marketplaces – Common across all 3 formats
9. Building Blocks of eCommerce
• Business Case
• Viable & Addresses A Real Need
• Technology
• Platforms
• Custom Developed
10. Building Blocks of eCommerce
• Payment Options
• Content
• Product Merchandising & Product Details
• Images & Attributes
• Marketing
• Search Engine Optimization
• Search Engine Paid & Social Media Marketing
• Email Marketing
• Affiliate Marketing
11. Building Blocks of eCommerce
• Supply Chain & Distribution Channels
• Customer Relationship Management
• Customer Service
• Customer Loyalty / Rewards
• Customer Feedback
12. Interesting Facts – eCommerce in India
• Approx $1 Billion – Size of Market in India (excluding Travel)
• Approx $6 Billion – Size of India’s Online Travel Market
• 51% Of All Online Attributed to Tier 2 & 3 Towns
• India’s Second Largest Online Population in APAC
China, 55.2% China, 54.0%
India, 9.3% India, 11.5%
Japan, 12.2% Japan, 11.4%
Southeast
Asia, 9.4%
Southeast
Asia, 9.6%
Rest of
APAC, 13.9%
Rest of
APAC, 13.5%
Mar-12 Mar-13
ShareofAsiaPacificOnlinePopulation
13. Interesting Facts – eCommerce in India
• India 3rd Largest Internet Population – China 1st & US 2nd
• India’s Online Population Youngest in BRIC (39% between 25 &
34)
• eCommerce Underdeveloped Compared vs. BRIC Peers
• Significant Opportunity
• Largest Retail Subcategories – Apparel, Computer
Software, Electronics
• Many Categories Still Un-Served
14. Advantages – eCommerce in India
• Conduct Business 24 x 7 x 365
• Access to Global Marketplace & Global Customers
• Reduce Cost – Real Estate, Cutting Intermediaries
• Speed to Market
• Increase Brand Awareness
• Greater Customer Insights
• Limitless Real Estate for Product Selection
15. India – Challenges & Future
Challenges Reality Future
Internet Connectivity
Internet Connectivity limited and
dependent on fixed lines or optic
fibres
Wireless internet along with more and more
reliance on mobiles to access internet would change
the face on online shopping. More Indians own a
mobile than a laptop or internet connection
Limited Payment
Options
Less than 0.1% of country’s total
population and less than 3% of
online shoppers own credit or
debit cards
M-Commerce, M-Wallet and Cross-Channel
payments to release the true potential or
eCommerce in the country leapfrogging the need to
hold a credit card at all
Touch & Feel
Touch & Feel act as a major
influencer in buying decisions
Augmented Reality to change the way shopper buy
and make decisions
16. Unlimited Options to Start
• Global Marketplaces in India - eBay, Amazon
• Domestic Marketplaces –
Flipkart, Snapdeal, Jabong, ShopClues, Infibeam, Yebhi, Pepperfry,
and many more
• Business to Business Marketplaces –
TradeIndia, IndiaMart, Alibaba, etc.,
• Self Operated & Managed Web Store – Platform or Custom
Developed
17. Global Opportunities - USA
• 15.8% Growth rate in 2012 U.S. e-commerce sales
• 27.1% Amazon’s 2012 growth rate
18. Global Opportunities - USA
• According to report published by Cushman & Wakefield, in 2012 global
retail sales edged up 1% while online sales grew 14.8%. According to
another report published by Morgan Stanley in January 2013, 6.5% of all
retail sales can be contributed to the online channels.
20. Questions & Answers
Q: We are launching a new product. Its an Electronic Pest Repellent. We would like to promote our product via the
eCommerce route. What is best category to place such a product in? Which sites have the maximum sales
volumes for such products?
Q: How many ecommerce players in India can be called successful?
Q: What seems to be more successful in India between retailer and marketplace model and why?
Q: Re vertical players like babyoye /urban ladder more successful than horizontal players- snapdeal
Q: what is relevance of standardization on product identification and classification by the online retail?
Q: how can we improve productivity using e commerce
Q: Use of eCommerce in International Logistics business?
Q: How is a budget decided for starting an SMO strategy for an SME? How do we find that a particular industry is
ready for dig mktg?
Q: Learnings and insights for B2B enterprises in e commerce
Q: Better Payment gateways and alternatives
