An insight into India’s e-Commerce
market. It focuses on the various sub-segments of the e-Commerce market
and highlights the factors driving growth across these segments and the
challenges.
India is at the cusp of a digital revolution.
Internet has become an integral part of the growing urban Indian
population. Various factors have been driving this trend, such as:- Declining broadband subscription prices
- Launch of 3G services leading to an ever-increasing number of “netizens”
- Urban India’s changing lifestyle
- Convenience of online shopping
- Changes in the supporting ecosystem
Methodology
In 2012, we conducted a research study on the Indian e-Commerce sector, elucidating a detailed market perspective. The report focused on the following key e-Commerce segments along with elaborating on the ecosystem, investment scenario and operational challenges:- Travel
- Retail
- Classifieds
The number of users making online transactions in India is expected to grow from 11 million in 2011 to 38 million in 2015.
Executive summary
Although the trend of e-Commerce has been making rounds in India for 15 years, the appropriate ecosystem has now started to fall in place. The e-Commerce market in India has enjoyed phenomenal growth of almost 50% in the last five years.Key factors driving the growth story of e-Commerce in India include:
- Considerable rise in the number of internet users
- Growing acceptability of online payments
- Proliferation of internet-enabled devices
- Favorable demographics
Modes of e-Commerce transactions
Based on participants involved in the transaction e-Commerce transactions can be segmented into three broad categories or modes:- Consumer-to-consumer (C2C) – Online classifieds, online travel
- Business-to-consumer (B2C) – Online retail, online retail/e-tailing, online classifieds, digital downloads, financial services, online travel
- Business-to-business (B2B) – Online classifieds
Size of the e-Commerce market in India
India’s consumer-facing e-Commerce market (B2C-C2C) grew at a whopping CAGR of 49.1% from 2007 to 2011 to reach a market size of US$9.9 billion. Online travel, the largest domestic B2C e-Commerce segment, accounted for 81% revenues in 2011.Consumer-facing e-commerce market size(US$ billion)
Source:IAMAI
India’s e-Commerce ecosystem
Pros- Annual disposable income per household to grow by two-and-a-half times by 2015
- Discretionary spending expected to form a major portion of expenditure in India
- Proliferation expected in the sales of PCs, tablets and smartphones
- More Indians increasing time spent online
- Probability of growth in internet user base, mirroring that of the voice user base
- Volume and average value of transactions higher for credit cards than debit cards
- Increase in the number of payment options
- Low average broadband speed and flat average internet speed cause for concern
- Online payment landscape marred by low penetration of credit and debit cards
- High failure rate of online payment transactions
Online travel
Online travel has traditionally been the largest e-Commerce sub-sector (by revenue) in India. To improve margins with online retail, online travel players are diversifying their offerings to include hotel reservations, along with the regular ticketing services. They however need to develop skill sets that are different from the ones required in the ticketing segment. Also, they need to manage challenges associated with a diverse supplier base, technological constraints, customer experience, authenticity of information and grievance redressal.Online retail
This segment has evolved and grown significantly over the past few years. Cash-on-delivery has been one of the key growth drivers and is touted to have accounted for 50% to 80% of online retail sales. Players have adopted new business models including stock-and-sell, consignment and group buying; however, concerns surrounding inventory management, location of warehouses and in-house logistics capabilities are posing teething issues.Online classifieds
Classifieds, the earliest entrant in the e-Commerce space in India, is undergoing a shift in operational model from vertical to horizontal offering. Players now offer a gamut of services ranging from buying/selling cars to finding domestic help/babysitter.Challenges for the e-Commerce sector in India
The phenomenal growth of the e-Commerce sector is accompanied by certain challenges:- Absence of e-Commerce laws
- Low entry barriers leading to reduced competitive advantages
- Rapidly changing business models
- Urban phenomenon
- Shortage of manpower
- Customer loyalty
Top 15 e-commerce investments in India in 2014:
While e-commerce marketplaces like Flipkart, Amazon, and Snapdeal snapped up big ticket investments, niche portals like Urbanladder, Myntra, and Firstcry among a few others have also found their spot in the sun. With close to 250 million internet users, Indian e-commerce industry has been a land of opportunities for institutional investors. Besides Tiger Global, Sequoia, and Naspers among others, this year Indian e-commerce segment also drew the attention of new investors like DST Global, Soft Bank, BlackRock, and Sofina etc. Over the past 10 months, Indian e-commerce companies (only selling physical goods) have secured over $3.9 billion investment from VC/PE and internal funding (including Amazon).The top 15 investments in Indian e-commerce:
- To outnumber Flipkart's funding number, Amazon announced $2 billion investment to its India focused marketplace, Amazon.in, in July this year.
- The poster boy of Indian e-commerce space, Flipkart, raised $1 billion from Tiger Global Management and Naspers. Singapore’s sovereign wealth fund, GIC, along with existing investors Accel Partners, DST Global, ICONIQ Capital, Morgan Stanley Investment Management and Sofina, also participated in this latest financing round.
- The financial service arm of the Japanese telecommunication and internet corporation, SoftBank Internet and Media, Inc. (‘SIMI’) committed $627 million funding in New Delhi-based online marketplace, Snapdeal. Following the investment, SoftBank became the biggest stakeholder in the company.
- In February this year, Kunal Bahl-led Snapdeal amassed $133 million funding led by eBay, Kalaari Capital, Nexus Venture Partners, Bessemer Venture Partners, Intel Capital and Saama Capital.
- Mukesh Bansal-led Myntra secured $50 million (about Rs.300 crore) investment led by Premji Invest along with existing investors Accel Partners and Tiger Global.
- Grocery and veggie e-tailer Bigbasket snapped up $33 million from Helion Ventures, Ascent Capital, Zodius Capital and Lionrock Capital in September this year.
- Fashion e-commerce major Jabong secured $27.5 million (Rs 173 crore) from British development finance institution CDC in a deal in February 2014.
- Furniture e-tailer Urbanladder closed $21 million (approx Rs.120 crore) Series B funding from Steadview Capital along with the existing investors, SAIF Partners and Kalaari Capital, in January this year.
- Online baby care portal Firstcry received $15 million funding (Rs. 92 crore) from Vertex Venture Management, a subsidiary of Singapore’s state run investment company Temasek Holdings.
- Web-based fashion discovery platform Limeroad raised $15 million investment from New York-based Tiger Global, including existing investors, Lightspeed Venture Partners and Matrix Partners, India.
- Furniture and home products marketplace Pepperfry raised $15 million funding led by Bertelsmann India Investments (BII), including Norwest Venture Partners (NVP).
- Smile Group-backed flash sales portal Fashionandyou secured $10 million (Rs. 60 crore) from its existing partners — Sequoia Capital, Smile Group, Norwest Venture Partners, Intel Capital and Nokia Growth Partners — and a new investor in June this year (via).
- Online Indian ethnic wear store Cbazaar received funding of Rs. 30 crore to Rs 50 crore from private equity firm Forum Synergies among others (via).
- Online lingerie store PrettySecrets pulled off $2 million Series A round led by Rehan Yar Khan of Orios Venture Partners and co-invested by India Quotient along with participation from prominent angel investors like Anupam Mittal and Ravi Gururaj.
- E-tailer of funny and quirky products Happilyunmarried secured $0.65 million (Rs.4 crore) from InfoEdge. The investment was done through optionally convertible cumulative redeemable preference shares.



