A STUDY ON GROWTH OF E- COMMERCE IN INDIA

Mr. Praveen K S Naik, Ms Pallavi G S

Assistant Professors,

Dos in Commerce,

Pooja Bhagavath Memorial Mahajana PG Centre, Mysore.

ABSTRACT

Recent years have seen a remarkable transformation in the way India shops and trades. E-

commerce has taken the world of retail to different & remarkably new dimensions. The growth

was driven by rapid technology adoption led by the increasing use of devices such as smart

phones and tablets, and access to the internet through broadband, 3G,4G etc, which led to an

increased online consumer base. Furthermore, favored demographics and a growing internet

user base helped aid this growth.

Key words: E-commerce, growth, current scenario, major players.

Introduction

Electronic commerce, commonly known as e-commerce consists of the buying and selling of

products or services over electronic systems such as the Internet and other computer networks.

Contrary to popular belief, ecommerce is not just on the Web. In fact, ecommerce was alive and

well in business to business transactions before the Web back in the 70s via EDI (Electronic Data

Interchange) through VANs (Value-Added Networks). E-commerce can be broken into four

main categories: B2B, B2C, C2B, and C2C.

B2B (Business-to-Business)

Companies doing business with each other such as manufacturers selling to distributors

and wholesalers selling to retailers. Pricing is based on quantity of order and is often

negotiable.

B2C (Business-to-Consumer)

Businesses selling to the general public typically through catalogs utilizing shopping cart

software. By dollar volume, B2B takes the prize, however B2C is really what the average

Joe has in mind with regards to e-commerce as a whole.

C2B (Consumer-to-Business)

A consumer posts his project with a set budget online and within hours companies review

the consumer's requirements and bid on the project. The consumer reviews the bids and

selects the company that will complete the project. E-lance empowers consumers around

the world by providing the meeting ground and platform for such transactions.

C2C (Consumer-to-Consumer)

There are many sites offering free classifieds, auctions, and forums where individuals can

buy and sell thanks to online payment systems like PayPal where people can send and

receive money online with ease. eBay's auction service is a great example of where

person-to-person transactions take place every day since 1995.

Companies using internal networks to offer their employees products and services online--not

necessarily online on the Web--are engaging in B2E (Business-to-Employee) ecommerce.

G2G (Government-to-Government), G2E (Government-to-Employee), G2B (Government-

to-Business), B2G (Business-to-Government), G2C (Government-to-Citizen), C2G (Citizen-

to-Government) are other forms of ecommerce that involve transactions with the government--

from procurement to filing taxes to business registrations to renewing licenses. There are other

categories of ecommerce out there, but they tend to be superfluous.

Confining this study to B2C (Business-to-Consumer) where in the study remains purely

conceptual in nature and the data for the study is collected by various sources such as websites,

texts, journals and newspapers.

Objectives of the study (Confining the study to B2C)

1. To study the growth of e-commerce in India.

2. To analyze the future prospects of e-commerce in India.

3. To study about the Major players of E-commerce in India.

E-commerce in India

The rapid growth of e-commerce in India Over the last two decades, rising internet and mobile

phone penetration has changed the way we communicate and do business. E-commerce is

relatively a novel concept. It is, at present, heavily leaning on the internet and mobile phone

revolution to fundamentally alter the way businesses reach their customers. While in countries

such as the US and China, e-commerce has taken significant strides to achieve sales of over 150

billion USD in revenue, the industry in India is, still at its infancy.

Determinants of growth of E-commerce in India

Social Media: Majority of online buying decisions are made on Social Media. Social network

like Facebook, LinkedIn, Twitter, Google+, Pinterest etc have become a medium for easy log-in

and purchase. Moreover, the clients can stay updated via the posts published on this media.

Further, the advertising & promotions on these social sites has increased the chances of success

of generating transactions to many folds.

Drone Delivery: Companies have been working their way around to innovate the delivery

process to shorten human effort as well as time. The answer to these problems is Delivery by

Drones. DGCA is now fast tracking the process of issuing guidelines for the use of drones for

civil purposes in India. If everything goes as per the plan, then India might become the first

country in the world to allow the use of drones for civil purposes.

App only Approach: Statistics suggest the future of internet lies in mobiles. Experts say more

than 580 million people in India will use the Internet by 2018, and 70-80% of them will access

the Web on mobile phones. This will cause all major players to switch to app only model. About

two-thirds of its online traffic of Flipkart comes from users in small cities and towns. Flipkart’s

app-only approach assumes larger significance in these places where most people don’t own

desktop computers and have limited access to broadband.

Google's Buy Now Button: Google is reportedly working on its own “Buy Now” style button

that would allow e-shoppers search for products on Google and purchase them with a single

click, right through Google’s own search results page. The button will be displayed near

sponsored search results beneath a “Shop on Google” heading at the top of the page. When users

click on the Google’s “Buy Now” button, they will be re-directed to another Google page that

will allow them to choose specific item details, such as color and size, and then select a shipping

route. Google would then pass on order information including the customer’s name and shipping

address, to the retailer.

Artificial Intelligence: As the ecommerce space gets saturated, investors looking for innovative

use of technology are zeroing in on companies developing artificial intelligence (AI) solutions.

Jet Airways is experimenting with one such solution devised by Vizury. It sifts through the

individual’s public content on the internet, as well as the customer’s previous searches and

creates an instant profile. Based on this information, the airline knows whether to package hotel

deals, or simply stick with airfare discounts. The system also allows them to predict how likely is

it for the customer to upgrade, and how flexible would the customer be to change travel location

or date.

Flawless Shipping

Running an e-commerce store means you are open for business 24/7, to customers from all over

the globe.To retain and wow your customers, your entire supply chain, from manufacturer to

fulfillment centers to customer service must run like clockwork. Locally, a speedy delivery can

be accomplished by same-day delivery; next-day or 2-day shipping–international customers also

demand speedy delivery.

Future growth prospects of e-commerce in India

It is predicted that this year, 2016, online shopping will increase by 45%, resulting in $327

billion in sales.One reason for this is that more people are shopping online, an estimated 197

million, up from 167 million in 2012.The average online spend in 2012 was $1,200, but is

expected to rise to $1,700 by 2016, according to a Forrester report.

To keep up with the rapid rate of development, eCommerce is evolving almost every day.To

attract and retain customers, eCommerce businesses must keep up with trends in the industry. It

used to be that the cheapest seller won the sale; but slashing prices just doesn’t cut it anymore.In

today’s hyper-competitive market, standing out depends on how customers experience your

brand.

Major players in e-commerce in India

Flipkart is a leading e-commerce company and grab the first position after acquire myntra in a

deal of $3.1 billion. Flipkart was started by Sachin Bansal and Binny Bansal in 2007 and within

5 years company has become the leading e-commerce player of Indian market. Flipkart started

with online booking stores and later on it has added gadgets, electron items and apparels.  In

these 5 years Flipkart is able to build bond of trust among buyers and because of this Flipkart has

achieve stunning growth.

Second place is grabbed by Fashion and you which was started in 2009 by Harish Bahl with

a motto to cater eminent designer’s collections under one roof. Over the years it become a

prominent brand in fashion &apparel industry and numerous top notch merchandise are

associated with it.

Snapdeal is placed at third position in the list of top 10 e-commerce companies in India.

Snapdeal was started by alumnus of IIT Delhi in 2010 and within 3 years capture huge share of

Indian e-commerce industry. Snapdeal has numerous product categories that include books,

mobiles, electronic items, apparels etc. Initially it was started as discount coupon website but to

capture growing ecommerce market Snapdeal has change their business model.

Fouth place is acquired by Myntra. Myntra was established by IIT graduates in 2007 and has

headquartered in Bangalore. Company works in niche market space of apparels and has tie up

with prominent brands.

Dealsandyou is placed at fifth placed. Dealsandyou is a deals website that brings discounted

deals of numerous day to day products. Deals help consumers to get discount and also increase

the sales of the sellers.

HomeShop18 is an online venture of Network 18 Group. It is an ecommerce website that sells

Mobiles, clothing, footwear, jewellery, beauty, books and toys. Numerous top brands like

Samsung, Nokia, Canon, Nikon, Sony are associate with HomeShop18.

HomeShop18 provides the facility to track the order and regularly send product dispatch status

on mobile and inbox. Online payment option through credit/debit cards also available on

website. To build healthy relationship with corporate, HomeShop18 offers heavy discount on

corporate gifting & bulk deals.

Yebhi.com is another well-known ecommerce company started in 2009 and within 4 years

become the establish player in ecommerce industry. Yebhi was started as BigShoeBazaar.com

and then changed its identity to Yebhi. After seen the potential in this company Nexus Venture

Partners and N. R. Narayana Murthy’s Catamaran Ventures invested 40 crore in this company.

Caratlane is a leading jewellery website in India that has product range from Diamond

Jewellery, Rings, Earrings, Pendants, Bangles, Necklaces, Nose Pins, Mangalsutra etc.

ShopClues is another growing ecommerce company which act as a marketplace between seller

and buyer.  ShopClues provide delivery in more than 12,000 locations and offers payment

options like Net Banking, Credit cards, Debit cards, and Cash Cards. In 2013 ShopClues

awarded Best eRetailer of the Year by Indian eRetail Awards 2013

Tradus is the online venture of ibibo Group and counted among the top 10 ecommerce

companies of India. It has huge product range that include footwear, health & sports, watches,

mobile, tablets and computer parts etc.

Jabong

Founded in the year 2012 at Gurgaon, Jabong is leading fashion portal of India. They offer more

than 90,000 products, 200000+ Styles and over 2000 national and international brands of fashion

clothing, shoes, accessories and home-decor. They are very popular among young internet users

who are looking for branded clothes and other fashion products at discounted prices. They also

have an international store in the name of “Jabongworld.com”.

ebay India

eBay India is a 100% subsidiary of international top online e-commerce company - eBay Inc.

Started operations in 2014, They are among the biggest managed online e-commerce players in

the market with more than 2.1 million active users from 4000+ cities in India. They have more

than 1.1 million live product listings on their portal across widest 2,000 categories of products.

There are around 30,000 merchants sell their products annually on their website. It is said that a

cosmetic product sells every 1 minute, a TV sells in every 27 minutes, a car accessory sells every

1 minute on their portal.

Naaptol

Established in the year 2007, Naaptol started as price comparision website. In 2009, they started

their online marketplace and pitched their products to customers online, offline, newspaper

advertisings and via TV shopping. Their site has 90,000 visitors visiting them and conducting

5000 transactions a day, which generate daily sales of Rs.1.5 crores. Headquartered in Mumbai,

they deliver to all states and UT in India. Infact, it was first e-commerce company that uses the

services of “India Post” for their product deliveries.

Infibeam

Started in the year 2007, Infibeam is a leading online retailer for electronics, books, automobiles,

lifestyle and gifts in India. They started as automobile portal and later turned into online

shopping retailers. Their website has widest range of 1.2 Crore products across categories. They

also have their own logistics arm known as Infibeam Logistics, which delivers to all major

Indian cities. Headquartered in Ahmedabad, they have offices in Delhi, Mumbai and Bangalore

employing around 1300 strong professionals.

Limeroad

LimeRoad is India's leading online shopping platform for fashion and lifestyle products

exclusively for women shoppers. They have around 200,000+ products on sale and have wide

range of local vendor network with selling of local fashion products ranging from Kurtis, Sarees,

Salwar Suits, footware, accessories, women handbags & purses, kitchen products etc. The site is

popular among working women shoppers and their best selling products are kurtis which are

meant for official wear.

Pepperfry

Established in the year 2012, pepperfry is an online furniture and home decor marketplace. They

are different from other e-commerce sites and sell all type of furniture to give users

Amazon India

The US based e-commerce giant Amazon has launched its India operations in the year 2013. 

They started in India with limited number of products and slowly they have captured the market

with their amazing offers on their extensive catalogues. They have merchant-amazon setup of

business model, where in merchants will sell their products on their site with a nominal fee

charges by the company. Amazon will provide delivery logistics to these sellers. They have

grown really fast in India and today they have more than 25 million products for sale on their

website which is larger than their major rivalry Flipkart.

Yepme is counted among top notch eCommerce companies of India. It was started in 2011 by

Sandeep Sharma, Anand Jadav and Vivek Gaur, alumni of IIT. Company has head office in

Gurgaon and has women and men apparels and shoes. User can buy products online from

website using credit/debit card. Company works across Tier1 and Tier 2 cities and has good

delivery network. To expend business company has received raised Series A investment from

Helion Ventures Partners.

Nykaa was started in the year 2012 and has head office in Mumbai. Company has more than

20,000 products online that user can order from 900 cities across the globe. Company was started

by Falguni Nayar who was the former managing Director Of Kotak Mahindra Capital Company.

Company has received funds of $3.2 million in June 2014. Also because of excellent work

company has won The Most Innovative Ecommerce Company by e-Tales Awards.

Koovs.com  is a famous shopping website from where users can buy online clothing, beauty

whims, shoes, lingerie, bags etc.  From company online website user can order fashion products

online from company website and can track the status of the order under Track Order tab.

Company also provides Cash on delivery  facility under which user can order online and pay

once they receive the product.

CromaRetail.com is a popular shopping website that has thousands of retail outlets and pan

India and same products you can buy online from website. Company has huge product range that

includes Laptops, camera, entertainment, home appliances, kitchen appliances, gaming, cameras,

mobiles. All products order online will be deliver to customers 'with in 2-3 working days. From

company website you just need to login and can track complete details of your shipment.

ShoppersStop is another prominent retail outlet chain that started selling products online.

Company has hundreds of stores in PAN India and all are located in prominent locations. All the

well known brands has been selling products on website and store that includes brands like

Calvin Klein, Barbie, Being Human, Levis, L’Oreal, Ray Ban, Celio etc. From online website

you can order, track your order, can exchange the products that you have bought online.

Grabmore.in is another growing shopping website that sells everything from Jewellary to

appreal online. From company website you can buy the products of prominent brands like Sony,

Samsung, LG, Toshiba, Morphy Richards, Philips, Nikon, Canon, Panasonic, Apple, Nokia,

HTC, Belkin, Sandisk, Seagate, JBL, Skullcandy, Asus . Also have the payment facility of Net

banking, Credit/Debit  card payment, EMI, Cash on Delivery etc. Company also provides the

option of Gift cards, that user can buy from company website and gift it to their friends.

Voylla Retail

Voylla is an e-seller of imitation jewellery and is quite popular among working women and

college going girls. The company started its journey in 2011 as portal for designer apparels.

Later they shifted their focus on jewellery and since then there is no looking back. This

Bangalore based company has its warehouse in Jaipur with 4500+ order per month which is

increasing month by month. From toe-ring to designer necklaces, they have everything up on

sale on their portal with massive discounts.

Rock n Shop

Founded in the year 2013 at New-Delhi, this e-commerce portal is slowly gaining popularity

among fashion lovers. Rock is a fashion e-magazine and shop is its e-commerce vertical offering

luxury shopping experience to buyers at their doorstep. They offer elite luxury brands from

around the world such as DVF, Chloe, Marchesa, Halston Heritage, Alice + Olivia, Dolce &

Gabbana, Victoria Beckham, Stella McCartney etc to Indian customers.

Welcome Cure

Founded in the year 2013 at New-Delhi, this e-commerce portal is slowly gaining popularity

This e-commerce portal is a completely new experience for Indian online buyers. The portal

offers reputed doctor’s consultation for patients. Patients can consult a doctor of their choice,

irrespective of region they live in. Currently, they offer Homeopathic Doctor’s consultation

only.  They have many successful stories of patients recovered from their diseases.

School Guru

Established in the year 2012, Schoolguru is a leading company which handles Online Education

Management in Schools and Universities. Started with only a team of 5, they have grown to

125+ and revolutionized Indian Open and Distance Learning also known as ODL. They provide

complete start to end online learning solutions to Universities and schools. They recently

launched Mobile App based learning which is gaining popularity among students and

educational institutes.

Naturally Yours

Founded in the year 2010, Na Naturally Yours is first online organic products portal. They have

more than 100 products in 14 categories listed on their website. From last 5 years, they have

partnered with many farmers groups across country for their organic products. Their products

such as Rice & Millets, Organic Gifting, Seeds & Nuts, Pastas and wide range of ayurvedic

products are popular among buyers.

StalkBuyLove

StalkBuyLove is an online fashion retail portal which offers fashionable products inspired from

international trends, designs, styles and catwalks. They have Europe based fashion experts for

their chic and modern designer products. Based out of Delhi, they are slowly becoming first

choice for Indian buyers who love to wear International styles at much cheaper rates. Their

products have already been featured in various leading fashion magazines in country such as

ELLE, Cosmopolitan, Femina etc.

Faircent

Faircent is an innovative Peer to peer lending platform. The concept is really new to Indian

market. They provide virtual platform where borrowers and lenders can interact directly and can

borrowers can borrow money at comparatively cheaper rates and flexible payments. Lenders also

enjoy better returns than other traditional financial lending institutes such as Banks.

ZuperMeal

ZuperMeal is a “home-made food ordering” mobile application. The company is based out of

Mumbai and offers people to have tasty, fresh and hygienic home cooked food. On the other

hand they provide opportunity to “home chef’s” to make cooking a source of income. For now,

they offer 3 Cooked Meals – Breakfast, Lunch, Dinner and side meals such as Cakes, Sweets etc.

Zeppery

Zeppery is a digital food ordering mobile application. The app is owned by Delhi based start-up

company, Inweone Technologies Pvt Ltd and currently provides their services in Delhi-NCR. 

They have tied up with many leading restaurants in capital with a fixed service commission and

offers heavy discounts and deals for food ordering. They are also aiming to service at railway

stations, which makes it unique among other food ordering apps.

Voodoo

Voodoo is India’s first price comparison mobile application, which lets user compare prices of

goods and services offered by various retailers at their Smartphone only. The app gets an edge as

online buying via mobile app is getting popular in India. For now, Voodoo can compare prices of

25 leading shopping Apps such as Amzon, Flipkart, PayTm, SanpDeal, Uber, OLA etc.

PayTM – PayTM is a well known Indian e-commerce website which was launched in the year

2010 by One 97 communications. It started with online mobile & DTH recharge, electricity bills

etc. Later in 2014, they launched payTM wallet which has now become India’s biggest electronic

wallet with more than 40 million accounts. In the same year they started selling various goods at

their website, and today it is India’s largest digital goods marketplace. They have funding from

Industrialist Ratan Tata and Chinese top e-commerce company - Alibaba Group. With extensive

cash-back schemes and marketing, they have become leading name in Indian e-commerce

industry. They have their head-office at Noida and regional offices in 5 Indian cities with more

than 3200 people working for them.

Kaaryah – Kaaryah.com was established in the year 2013, to cater to the apparel needs of

working women. This website has special apparel line of comfortable and well fitted formal wear

for working women. They sell western formals such as Shirts, Tunics, Trousers, Skirts, Jackets

and formal dresses specifically designed for Indian women sizes. To make their clothes

comfortable and well fitted, they made them available in 18 different sizes. Its unique approach

and products line, made it popular and stand tall in shred of e-commerce companies. Kaaryah

adds 150 new styles every month, giving their customers more choices to choose. They have

funding from Industrialist Ratan Tata, T V Mohandas Pai and The Saha fund.

EasyKhaana – Easykahna.com is founded by 22 year old Ayush Anand in the year 2015. This

website offers fresh, homely cooked food in Delhi and Gurgaon.  Their target customers are

students and corporate professionals, who are living far from their families and are bored of

eating same kind of food. Their USP is fresh and hygienically cooked food, available at your

doorstep at affordable and reasoning pricing. Unlike restaurants, their food is hygienically

packed in disposable packaging. Customers can go to their website and order food in less than 30

seconds.  On financial front, they have raised funding from a private angel investor. The first few

months were difficult for them with very few orders but today they cater more than 100 orders

daily.

UrbanClap – UrbanClap is a mobile services local marketplace founded by Raghav Chandra,

Varun Khaitan and Abhiraj Bhal at Delhi. It helps people in finding right service provider for

daily activities such as carpentry, plumbing, wedding planner, yoga teacher etc from one’s local

market. The whole procedure is very simple and one can book a service in 3 easy steps – step 1-

place a request, step 2- Get quotes form urbanclap service providers and step3 – chat with them

and choose the one which suits your requirement and pricing. Unlike other local market search

engines, they only partner with trusted professionals which are verified by them. Currently they

are providing services in four cities- Delhi, Mumbai, Bangalore and Chennai. They have risen

funding of Rs 10 crores from SAIF Partners, Accel Partners and the founders of Snapdeal.

Twigly – Twigly is another food provider startup company launched in the year 2015. Twigly

offers international cuisine specially made by their professional chefs with fresh ingredients and

is sold at 20-30% lesser prices than popular fast food chains. Their fresh sandwiches,

mouthwatering pastas, awesome salads, snacks and delicious deserts at affordable pricing are

becoming popular and talk of the town. They change their menu daily, hence giving more variety

to food lovers and also has a flat 45 minutes delivery. Currently they are catering to Gurgaon and

Delhi only. But they have plans to expand it to other cities. They have got funding of

US$200,000 from incubator TracxnLabs and several angel investors.

HomeStudio – Homestudio.com is a home furnishing website that offers thousand of German

inspired and manufactured furniture range at just a click of your mouse. Their product line

includes modular kitchens, beds, TV units, wardrobes, shelves, kid’s furniture, shoe cabinets,

wall units, desks etc. They have joined hands with German based Nolte group to manufacture

their outstanding furniture range. They also offer free interior designing services and takes just 3

– 4 days in installing entire home furniture. All of their services are carried out by well qualified

professionals and workers. Their furniture range has unmatched quality with German designs

and are available at lesser prices than exported furniture.

Recently Funded Ecommerce Companies

Portea is leading healthcare ecommerce company that has raised $37.5 million Series B funding

in september 2016 from the existing investors Accel and International Finance Corporation

(IFC), a member of the World Bank Group; Qualcomm Ventures, and Ventureast. Company has

planning to use this money for hiring right talent of industry and expansion of operations.

Presently Portea has operations in  24 cities and has been growing at tremendous pace.

Ola cabs is the leading cabs company that operates from mobile app and has operations in PAN

India. Company has recently raised funding of $225 Mn (INR 1,478 Cr.) that company to uses

for expending operations. From the mobile app of Ola Cabs, customer can book cabs for

anywhere in city and reach their destination on time.

CureJoy is another ecommerce company that works across Fitness & Beauty and recently has

received seed funding of $1.15 Mn funding from by Accel Partners.

Plabro Networks is a mobile real estate ecommerce company that has recently receive the

funding of $350K from achin Bansal & Binny Bansal, Sol Primero, Outbox Ventures.

Paintcollar is a plateform for online designer to grab freelance work. Recently Company has

raised funding to expend operations.

Chai Point another famous ecommerce startup that delivery Tea at your door step has raised

funding $10 Mn from Eight Roads Ventures.

E-commerce is also not a distinction from the obstacles and deterrents:

Anxiety over online identity theft and credit card fraud.

Not being able to physically see or feel the product before purchase. Some companies

have overcome this hurdle through sampling.

The hassle of returning unwanted goods (which many companies are getting better at).

High costs of shipping associated with online purchases.

At the same time attempts are made to address those issues by firms: eBay became successful

due to the backing and protection of its consumers Pay Pal protects consumers by offering

refunds and secure servers to keep information safe. Amazon offers free shipping depending on

the product and if one exceeds certain purchase limit.

CONCLUSION

e-commerce has become a buzz word today due to the Increasing internet and mobile

penetration, growing acceptability of online payments and favourable demographics has

provided the e-commerce sector in India the unique opportunity to companies connect with their

customers .over a five to seven fold increase in revenue generated through e-commerce is

witnessed as compared to last year with all branded apparel, accessories, jewellery, gifts,

footwear are available at a cheaper rates and delivered at the doorstep.M-commerce is playing a

significant role in the success quotient of the online business which is contributing for 70% of

the revenue to the industries. It can be seen in the study that e-commerce has spread to almost

every product and services available in the market.

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