May, 2017     

E-tailing in India – Q1CY’17 performance review

This is an excerpt from the document that covers the performance of Indian E Tailing Market (Flipkart Gmv, Amazon Gmv) for Q1 Calendar Year 2017 covering it from business metrics, consumer, seller and delivery performance side.

State of E Tailing Market in India

• A comprehensive performance review of the online retail sector and E Tailing business models (studying Flipkart Business Model, Amazon Business Model,etc.)
•  Assessed through a regularly tracked set of performance indicators
•  Published quarterly

What is in this report?

1.This report includes a comprehensive assessment of Indian online cab sector performance across seven key dimensions

2. Each key dimension is rated (by studying Flipkart Business Model,Amazon Business Model,etc.) on whether the sector performed above expectations (Bullish), broadly as per expectation (Neutral) or significantly worse than expectations (Bearish) on that dimension

3. Each key dimension is further built up from multiple subdimensions, which are also rated for the sector using the above

Research Methodology

RedSeer's Integrated Research ApproachTM incorporating the following:

1. Tracks 50,000+ monthly online transactions

2. Primary Interviews with 1,000+ sellers in 10+ cities every quarter

3. Primary Interviews with 3,000+ customers every month

State of the E Tailing Market Q1-CY17- Executive Summary

Overall, Q1'17 (by studying Flipkart Gmv,Amazon Gmv) was a mixed bag for the industry- with flat performance in sales and customer growth, but with improvement in long term health indicators like unit economics, delivery performance and stakeholder satisfaction

  • The industry's lacklustre sales performance continued in Q1'17,
    with a limited y-o-y GMV growth of ~5%
  • The reason for limited growth was two fold–
    • Overall monthly active shoppers remained flat at around
      15-17 Mn- the negligible addition of new shoppers led to
      flat volume growth for the industry in this period
    • Higher e-tailer focus on high value categories meant that
      non-mobile high volume categories like fashion and
      FMCG took a backseat- again leading to limited repeat
      buying behaviour and thus flat volume growth for industry
  • On the positive side, unit economics continued to improve in
    Q1'17, primarily driven by lower marketing spends
  • Delivery performance also continued to become faster and more
    consistent. Coupled with better product assortment/quality and
    improved post-delivery experience, this saw the Consumer NPS
    for industry record a strong improvement y-o-y
  • Data was collected by studying Flipkart Business Model, Amazon Business Model etc.

Download the complete document below.