Apr, 2018     

E-tailing Market Updates-Apr’18


While purchasing experience is satisfactory, delivery and post delivery experience (esp. customer support) needs improvement

The Indian e-tailing consumers are quite satisfied with the purchase experience and we have seen this improve over time. However, the post purchase experience comprising of delivery, returns, customer support and refund days still remains an area of concern. The e-tailers are thus continuously investing in expanding their supply chain capabilities and reach to improve the post delivery consumer experience.


Mobile is winning the war against desktop with mobile (App + Web) accounting for 70% of GMV sales

The Indian e-tailing consumers are getting more and more habituated with ordering through mobile phones. The share of GMV ordered via apps and mobile websites accounted for nearly 70% in 2017. This was powered by increasing usage of smartphones in India and falling rates of data due to the effect of players like Jio. We feel this trend would continue; as new set of consumers who would be arriving in the platform would largely be from Tiet 2+ cities who would be using mobile phones primarily to place the order.


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