Mar, 2018     

E-tailing Market Updates-Mar’18


COD is expected to remain stagnant at ~50% as the focus of the industry shifts to Tier-II+ cities

The share of COD which was impacted due to demonetisation and stabilized post it is expected to remain stagnant. Though there has been an increase in the adoption of digital payments, there has also been a shift of focus of e-tailers towards the Tier-II+ cities. These two situations are set to cancel out the effect of each other resulting in the share of COD being stagnant.


The industry has more than 30% returns and cancellations

The e-tailing industry is dominated by high returns and cancellations with the difference between shipped and fulfilled GMV being more than 30%. Fashion category has the highest cancellations and returns while mobile and appliances has the least. We feel the industry needs to focus on ensuring the right products get delivered as 30% is good amount of revenue to be lost.


Inventory share is expected to increase to 70% by 2020 driven by large horizontals which are majorly inventory led

The e-tailing industry is expected to move more and more towards the inventory led models. With the horizontals majorly driving growth. The horizontals have realized that in order to control the overall consumer experience it is imperative to have their own inventory. The reliance on marketplace model is hence going to decline going ahead.


Paid ads generating multifold revenues for online sellers

Sellers of e-tailing industry are eventually choosing the option of paid ads over other traditional methods. 83% retailers confirmed revenue hikes using the sponsored content. With such a high impact, these services are turning out to be a new area of exploring business profits for the e-tailing players.

Etailing Online sellers revenue increase India


FMCG is the highest growth potential category while mobiles and large appliances have fairly higher penetration

The e-tailing industry currently has the highest penetration of mobile and large appliances. This is driven by behaviour of users buying standardized products with reliable delivery experience. FMCG which currently has the lowest penetration is a key growth category for the players and is expected to have a higher growth in 2018.


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