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India eCommerce - An Introduction

Sujay Seetharaman
Sujay Seetharaman
Nov 28, 2018
Min Read

This report by PipeCandy chalks out the trends shaping the growth of the Indian eCommerce sector and estimates the Total Addressable Market (TAM).For the purpose of this report, we restrict our focus to Business-to-Consumer (B2C) eCommerce & Marketplaces. The trends analyzed include Market size & Growth rate, Growth factors, Government policies (FDI, GST, and Demonetization), Payment modes, Average Order Values, and Private Equity and Venture Capital Investment growth curve. We also pinpoint the major challenges in the industry, Key players and estimate the TAM through a combination of secondary research and proprietary data analysis. India is one of the fastest-growing eCommerce markets worldwide with millions of new internet users taking advantage of cheap mobile connections to send text messages, stream online content and shop online.

  • As of 2018, 25% of the local population was using the internet; almost ten times the user base from a decade prior.
  • Mobile phone internet user penetration in India is projected to reach 36% of the population in 2020, representing a huge potential in terms of digital and mobile buyer audience.
  • With a population of 1.3 billion, India currently has an estimated 490 million mobile internet users in 2018. This user base is estimated to surpass 829 million in 2021.

India’s rising internet and smartphone usage have majorly contributed to the upsurge of digital buyers. Various reports claim that by 2022, the share of digital buyers will rise to 41%, wrapping in a quarter of the country’s population. The growth of eCommerce has also enabled the growth of ancillary services such as logistics. Several eCommerce focused logistics players such as Delhivery, Ecom Express are competing in a market that is dominated by Amazon’s FBA and Flipkart’s ekart. India has approximately 10,000 - 11,000 companies that operate across the inventory-led & marketplace models of Indian eCommerce. Further, there are an estimated 600,000 - 700,000 marketplace sellers. India has turned into a battleground for retailers like Amazon and Walmart.

  • In May this year, Walmart acquired a 77% stake in India’s largest marketplace eCommerce company Flipkart.
  • Snapdeal, another major marketplace operator is piling up losses and is fast losing market share to Flipkart, Amazon and Paytm.
  • For its part, Alibaba has ensured key stakes in Paytm mall - a marketplace spin-off by the homegrown financial services app Paytm, Bigbasket - India’s leading online grocery retailer and Zomato - one of India’s largest food aggregator platforms.

The Indian government permits 100% Foreign Investment in the marketplace model of eCommerce under the automatic route for B2B marketplaces while it puts forth some caveats for B2C marketplaces like Amazon and Flipkart. Deep-discounting by these large players remains a cause for concern since the popularity of discounts could come at the expense of local retailers. Local traders have already raised their voices against the deal between Walmart and Flipkart. Although eCommerce is just 2-3% of the Indian retail pie, the pace at which global eCommerce companies innovate - Amazon in particular - shows just how fast retail can be disrupted. A collaborative approach - wherein these eCommerce giants partner with the local traders - at scale could bring a win-win situation to both the parties. Two major reforms that recently impacted small businesses and eCommerce - albeit not in the same way - were Demonetization and the Goods and Services Tax. The former was a government reform that removed high-value currency notes out of circulation overnight in 2016. This led to a cash-crunch which severely affected individuals and businesses - particularly the Micro, Small and Medium Enterprises who were heavily dependent on cash. These difficulties have largely been ironed out but as an ironic consequence of Demonetization, 99% of the cash that was demonetized is now back into the system according to the Reserve Bank of India, leaving the dream of ‘cashless economy’ still a distant one. Download other free market research reports like this. We value your feedback, let us know if there are any suggestions/corrections below. For customized market research report reach out to us at sales@pipecandy.com 🙂


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eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Currently donning the Researcher's hat. Talks to himself.
Currently donning the Researcher's hat. Talks to himself.
hm.com
HQ Location: Beaverton, Oregon, United States Of America, 97005
hm.com, operated by H & M Hennes & Mauritz AB, is an internationally-focused online store that generates eCommerce net sales primarily in Germany as well as in the United States and the United Kingdom. With regards to the product range, hm.com achieves the greatest part of its eCommerce net sales in the “Fashion” category.
Web Sales
Order Volume
Commercepedia Maturity Score
Record Coverage
High
Category
Arts and Entertainment, Business and Consumer Services, Business and Industrial, Consumer Electronics, Health and Fitness
Sub Category
Arts and Entertainment, Business and Industrial, Office Supplies and Stationery, Technology and Computing
hm.com funding details
Total venture and debt funding raised by hm.com from accredited investors.
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The most accurate online retailers dataset curated by algorithms & analysts
The most accurate online retailers dataset curated by algorithms & analysts
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Currently donning the Researcher's hat. Talks to himself.
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
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Get 30 mins free consultation with our research analyst.
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company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
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Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
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Firehose
Closed lost? Not really.
Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
firehose-img
sm-logo
Researcher
The gold standard of eCommerce market size estimates
We hand-count & research every active eCommerce company. Know your true TAM.
Researcher-img
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DTC Playbooks
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How do D2C brands think about growth? A perspective from early days of DTC.
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Global eCommerce market size
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Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
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Qualification Criteria
Technology Catogories
30 of 30 Catogories Selected
Website Technologies
6 of 1.5K Web Tech Selected
Product Category
Fashion & Apparel & 1K more
Product Sub Categories
Accessories, Babywear & 1k more
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<1M, 1M-5M, 10M-25M & 9 more
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$0 - $10B
Monthly Shipping Volume
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Alipay, Vantiv CNP & 2k more
Logistics Partnerships
UPS, FedEx, DHL & 2k more
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