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“It’s been a fairy tale,” says Ambareesh Murty, cofounder of Pepperfry<\/a>, a furniture e-tailer that claims sales are up 50% from a year earlier. Comeback kid Snapdeal<\/a> has witnessed 52% growth in demand this Diwali, driven largely by shoppers from non-metros.
“Snapdeal’s business volumes have more than doubled in 120 non-metro cities including Satara, Anand, Pali, Roorkee, Jhansi, Haridwar, Tezpur and Hassan,” a company spokesperson said. Nine of 10 orders on Snapdeal were from non-metros.
K Ganesh, serial entrepreneur and partner of Growthstory.in, a platform for startups, says the number of consumers has grown and its portfolio companies BigBasket and BlueStone have seen a 70-80% increase in transactions. Online jewellery e-tailer BlueStone says the spend per order per year has increased to Rs 50,000 to Rs 60,000 now from Rs 20,000 to Rs 40,000 over the past few years.
Chinese e-tailer Club Factory has seen a faster growth rate in tier 2 & 3 cities in West Bengal, Bihar and Telangana.
“Net increase in metro cities remains strong as people are more familiar with online shopping. Mobile phones, accessories, electronics and lifestyle items are seeing brisk sales,” says Vincent Lou, CEO of Club Factory.
Curated marketplace Qtrove, which sells non-GMO products, jewellery e-tailer Bluestone and even lingerie e-seller Clovia<\/a> have seen sales increase this festive season.
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“Thanks to Jio<\/a>, the market has expanded,” says Pankaj Vermani, CEO of Clovia, referring to the cheap data plans offered by telco Reliance Jio Infocomm. “Our average ticket size has gone up by 10% and this time we have seen a rise in demand for nightwear and high-end lingerie with a higher consumption in tier 2, 3 towns like Saharanpur and Meerut.”
Cheaper data plans have contributed to expanding mobile internet and getting more e-shoppers on board. According to the Snapdeal spokesperson, only 100 million of India's 440 million internet users have shopped online. However, the market is now expanding beyond the first 100 million e-commerce buyers.
“The trends we have seen from Diwali sales are an unequivocal confirmation that e-commerce is now a strong channel for buyers in smaller cities,” he added.
Snapdeal has noticed growth in the middle and lower ends of the market as more value-conscious customers came in.
“Unbranded merchandise from bazaars has started to move online to cater to this demand,” the spokesperson added.
At Pepperfry, its omnichannel strategy – it has 65 stores where people can see, experience and buy online – paid off and sales are up 50% from last season. The company is also looking at raising $20 million and going public in 2020.
A noticeable difference this time was the rise of the first time, nonmetro, online shopper who’s actually buying from her smartphone. According to Snapdeal, first-time users surged across cities such as Nashik, Surat, Chandigarh, Panaji and Guwahati and the overall growth in first-time users was 2.3 times year-on-year.
Ganesh of Growthstory attributed the surge in the tier 2 and 3 e-shopper to better internet services and almost free bandwidth, vernacular language enablement by e-commerce companies, ease of payments like scan and pay, and overall lower levels of penetration of e-commerce in smaller towns.
According to Harsha Razdan, partner and head for consumer markets, retail and internet business at KPMG India, “Regional localisation and fulfilment centres and festive season offers, catering particularly to regional customers, have helped.”
Razdan said the rural population, which makes up 60% of the country’s population, is yet to be tapped to its full potential.
“Tier 2 and 3 towns and rural areas will become the next battleground of growth for e-commerce companies,” he said.
The growth of smaller e-commerce companies during this festive season has shown that while the top two may have cornered the lion’s share of business, there is still potential for growth – less than 5% of retail is online – and there’s room for many more platforms.
However, the smaller companies still need sort out a few things. According to Razdan, these include product range, quality and trust, supply chain costs, and the cost of customer acquisition.
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说:“这是一个童话Ambareesh Murty,创始人之一Pepperfry一个家具网络,销售较上年同期增长了50%。王者归来Snapdeal目睹了这排灯节的需求增长52%,主要由non-metros购物者。
“Snapdeal业务量等非大都市城市在120年增加了一倍以上包括萨达拉,Anand,巴利语,Roorkee,佳斯,迹,Tezpur哈桑,”公司的一位发言人说。九10订单Snapdeal来自non-metros。
Growthstory K Ganesh,企业家和合作伙伴。说,一个创业平台,消费者的数量增长和其投资组合公司BigBasket和硫酸铜70 - 80%增加事务。在线珠宝网络青石说花每年每订单增加了Rs 50000 Rs 60000从Rs 20000 Rs 40000在过去的几年里。
中国网络俱乐部工厂已更快的增长率在西孟加拉邦2 & 3线城市,比哈尔邦建邦者和纳。
“地铁城市的净增长依然强劲的人更熟悉网上购物。手机、配件、电子产品和生活方式的项目是看到的销售,”文森特·卢说,俱乐部的首席执行官工厂。
策划市场Qtrove销售非转基因产品,珠宝网络青石,甚至内衣e-sellerClovia这个节日期间销量增长。
“谢谢,Jio,市场的扩大,”首席执行官Pankaj Vermani说Clovia,指电信提供的廉价的数据计划依赖Jio Infocomm。“我们的平均大小的机票上涨了10%,这一次我们看到睡衣和高端内衣的需求更高的消费层次2,3城镇像撒拉兰普下车,密拉特。”
更便宜的数据计划拓展移动互联网做出了贡献,得到更多的大部分网购者同样。Snapdeal发言人表示,只有1亿印度的4.4亿互联网用户在网上购物。然而,现在的市场扩张超出了前1亿电子商务买家。
“排灯节的趋势我们看到销售是一个明确的确认电子商务现在是一个强大的渠道买家在较小的城市,”他补充道。
Snapdeal中间有注意到增长和较低的市场更具价值意识的客户进来了。
“无品牌商品从集市开始移动在线为了迎合这种需求,”这位发言人补充道。
在Pepperfry omnichannel策略,它有65家人们能看见的地方,体验和购买在线,付清从上赛季和销售增长了50%。该公司也在考虑筹资2000万美元,并在2020年上市。
这个时候的一个显著区别是第一次的崛起,nonmetro,在线购物者谁实际上购买智能手机。根据Snapdeal,首次在城市如Nashik用户激增,苏拉特、昌迪加尔、Panaji和古瓦哈蒂和整体同比首次用户增长2.3倍。
Ganesh Growthstory认为增兵的第2层和第3层几乎e-shopper更好的互联网服务和免费的带宽,方言语言实现在电子商务公司,缓解国际收支扫描和工资,和整体较低层次的电子商务渗透在较小的城镇。
根据Harsha拉兹丹,合伙人及消费市场,零售和互联网业务毕马威(KPMG)印度,“区域中心和节日期间提供本地化和满足,餐饮尤其是区域客户,有帮助。”
拉兹丹说,农村人口占全国人口的60%,仍有待挖掘的潜力。
“第2层和第3层的城镇和农村地区将成为下一个战场的增长对于电子商务企业来说,”他说。
小型电子商务公司的成长在这个节日期间已经表明,虽然前两名可能占据了最大的份额,仍有增长潜力,只有不到5%的零售网络,有更多的空间平台。
然而,规模较小的公司仍然需要解决一些事情。根据拉兹丹,这些包括产品范围、质量和信任,供应链成本,获取客户的成本。
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