Feb, 2017

Fashion e-tailing – 2016 year end performance review

This is an excerpt from the document that covers the performance of Indian Fashion E Tailing Business Models for the year 2016 covering it from business metrics, consumer, seller and delivery performance side.

Fashion E Tailing Market in India

• A comprehensive performance review of the online fashion retail sector and E Tailing Market
• Assessed through a regularly tracked set of performance indicators (by studying E Tailing Business Models, etc.)
• Published quarterly

Seven key dimensions for assessing sector performance

Sl No.	Key Dimension	Sub-Dimensions	Weightage of Key Dimension
1	GMV Performance	1. Y-o-Y GMV performance 2. Q-o-Q GMV performance 3. Share of Horizontal vs Verticals in GMV	High
2	Share of private labels	1.GMV share of private labels 2. Order share of private labels	Low
3	Customer Adoption	1.Growth in monthly active shoppers 2. Growth in order share from Tier 2+ cities	High
4	Customer Satisfaction	1.Satisfaction with price attractiveness, product availability and product quality 2. Satisfaction with ease of navigation, delivery experience and post delivery experience 3. Overall Customer NPS	Medium
5	Seller Satisfaction	1.Satisfaction with online sales growth, cost of selling online and first mile, warehousing experience 2.Satisfaction with logistics experience, seller panel experience and payment processing speeds 3. Overall Seller NPS	Low
6	Delivery Performance	1.Overall O2D time 2.O2D delta between fastest and slowest e-tailers	Medium
7	Unit Economics	1. Contribution Margin (as % NMV)	High

Fashion is currently the of the biggest categories with a 22% share to the overall GMV

1.The Indian e-tailing industry has grown by 20% from CY 2015 to reach USD 14.5 billion in CY 2016

2. Fashion is one of the biggest category in terms of GMV (derived by studying Amazon Gmv, Flipkart Gmv etc.) with ~22% contribution

3. This makes the online fashion retail market worth ~USD 3.2 billion

Overall fashion market remained mostly same throughout the year compared to the overall market

Q1 CY16

DIPP regulations
released in March lead
to a growth slowdown
Players scramble to adapt to new discounting and seller management regulations

Q2 CY16

A quiet quarter for the
sector as players work
on sales and seller
strategy
June sees the launch of
the first sales events in
the quarter

Q3 CY16

Highly promoted sales in
July/Aug organised by
verticals and horizontals
drive growth in GMV
Top verticals sees 50%-
100% growth in sales in
July due to sales

Q4 CY16

Highest ever GMV of USD
26 bn in Oct
20% GMV fall in 3 weeks of
Nov after demonetization
End of season sales starts in
Dec for most e-tailers

Download the complete document below.

CATEGORIES : Internet,

CATEGORIES
- Internet
- Consumer Goods
- Education
- Healthcare
- Manufacturing
- Telecom
- Others
Recent Insights
- News Aggregators Market Updates
  Is it time for vernacular digital advertising to go mainstream? Published on: Feb 2019 Digital advertising poised to …[...]
- Online Mobility Market Updates
  Bike-rentals: Strong value proposition but long way to go for mass adoption Published on: Feb 2019 1. Bike-rentals offer …[...]
- OTA/Hotel Aggregators Market Updates
  Hotel Tech- Initial signs of turbulence in platform-hotel relations but fundamentally well-placed relationship Published on: Feb 2019 Hotel tech players …[...]
- Food-tech Market Updates
  Foodtech: Focusing on strong cooperation with restaurant partners for continued relationship stability Published on: Feb 2019 Foodtech is one of …[...]
- E-tailing Market Updates
  E-Tailing: Tumultuous platform-seller history but latest govt. norms could accelerate shift to a more stable relationship Published on: Feb 2019 …[...]
- Impact of changes in regulation and policy stand with respect to internet retail
  REPORT CONTEXT – POLICY EVOLUTION Policy then Indian law permits 100% foreign ownership of “single-brand” retailers, e.g. Ikea, but limits …[...]
- Digital B2B Market Updates
  MSMEs- in early stages of digitization Published on: Jan 2019 MSMEs in India consumed USD 1.5 Bn worth of digital …[...]
- Uncover Indonesia’s FinTech Landscape
  1. What does the report cover? 2. Who is this event relevant for? 3. Event Agenda and Details Some snippets …[...]
- E-logistics Market Updates
  Tech based optimizations enabled 3P eLogistics players to improve unit economics in CY18, despite lower rev/shipment Published on: Jan 2019 …[...]
- Consumer Internet Updates
  The sort-of-S-Curve of platform-partner relationships Published on: Feb 2019 Having tracked the consumer internet sector very closely since 2013, we …[...]
- The Real Impact of India’s new e-commerce Policy
  RedSeer believes that few of recent policy changes around e-tailers will have a significant impact on the ecosystem while the …[...]
- Online Grocery Market Updates | Middle-East
  Share of organized grocery retail in UAE+KSA is expected to increase to 80% by 2022, from current 60%; Unorganized grocery …[...]
- Enterprise Tech Updates
  RedSeer research shows that MSMEs struggle with multiple barriers to going digital, yet are still interested in increasing their digital …[...]
- Ed-tech Market Updates
  2019 likely to see the emergence and growth of multichannel EdTech delivery models, as RedSeer research indicates a strong need state for …[...]
- Stepping Into India’s Footprint
  Authors Shubham Anand AD Retail-CPG practice Mukesh Kumar Consultant Raveen Kaur Anand Associate Consultant Saurabh Joshi Business Analyst Sumit Kumar …[...]