Ecommerce in India is rapidly evolving and several emerging trends are shaping its growth. These trends include the increased adoption of mobile commerce, the growth of social commerce, the expansion of rural ecommerce, the rise of niche ecommerce players, and the adoption of omnichannel retail.
With the growing internet penetration and availability of affordable smartphones, more people in India are shopping online using their mobile devices. Here are some emerging eCommerce trends in India:
Expansion of rural ecommerce:
The expansion of rural ecommerce in India is being driven by the increasing availability of internet connectivity and mobile devices in rural areas. Here are some factors contributing to this trend:
- Internet penetration: India has witnessed a significant increase in internet penetration in rural areas in recent years. The government's Digital India initiative and the rollout of 4G and 5G networks have helped to improve internet connectivity and make it more accessible to people in rural areas.
- Mobile device adoption: With the increasing availability of affordable smartphones, more people in rural areas are using mobile devices to access the internet and shop online. Ecommerce companies are targeting this market by developing user-friendly mobile apps and websites that are optimized for mobile devices.
- Localization: Ecommerce companies are tailoring their offerings to meet the needs and preferences of rural customers. This includes providing localized content, language support, and delivery options that are relevant to rural areas.
- Government support: The Indian government has launched a number of initiatives to promote rural ecommerce, including the Deen Dayal Antyodaya Yojana (DAY-NRLM) and the eNAM platform, which provides an online marketplace for agricultural commodities.
- Logistics infrastructure: Ecommerce companies are investing in logistics infrastructure to improve last-mile delivery in rural areas. This includes setting up fulfilment centres and partnering with local delivery companies and agents.
Overall, the expansion of rural ecommerce in India represents a significant opportunity for ecommerce companies to tap into a large and growing market. By developing localized offerings and investing in logistics infrastructure, ecommerce companies can build a strong presence in rural areas and drive growth in the years ahead.
Increased adoption of mobile commerce
The increased adoption of mobile commerce in India can be attributed to a number of factors. Firstly, India has a large and growing population of smartphone users, which is expected to reach over 900 million by 2024. This growth has been driven by the increasing availability of affordable smartphones and cheap data plans.
Secondly, eCommerce companies in India have been focusing on developing mobile apps that are user-friendly and provide a seamless shopping experience. Many of these apps offer features such as one-click ordering, easy payment options, and personalized recommendations, which make shopping on mobile devices more convenient and enjoyable.
Thirdly, the Covid-19 pandemic has accelerated the adoption of mobile commerce in India, as more people have turned to online shopping to avoid crowded stores and reduce the risk of infection. This trend is expected to continue even as the pandemic subsides, as people have become accustomed to the convenience of shopping on their mobile devices.
Finally, the Indian government's push towards a digital economy through initiatives such as the Digital India campaign and the Unified Payments Interface (UPI) has also contributed to the growth of mobile commerce in the country. These initiatives have made it easier and more secure for people to transact online, which has boosted consumer confidence in ecommerce.
Growth of social commerce
Social media platforms such as Instagram, Facebook, and WhatsApp are increasingly being used for shopping in India. Ecommerce companies are leveraging these platforms to reach a wider audience and enable easy transactions. Here are some factors contributing to the growth of social commerce in India:
- Social media usage: India has one of the largest social media user bases in the world, with over 450 million active users. Many ecommerce companies are using social media platforms to reach out to potential customers and drive sales.
- Personalization: Social media platforms allow ecommerce companies to personalize their marketing and advertising campaigns to specific customer segments based on their interests, preferences, and behaviours. This has helped to increase engagement and conversion rates.
- Trust and authenticity: Social media platforms provide an opportunity for ecommerce companies to build trust and credibility with their customers by sharing authentic user-generated content, reviews, and testimonials.
- Convenience: Social commerce allows customers to discover and purchase products without leaving the social media platform, making the shopping experience more convenient and seamless.
- Payment integration: Social media platforms such as WhatsApp have integrated payment options, which have made it easier for customers to make purchases and for ecommerce companies to receive payments.
Increased adoption of omnichannel retail:
Ecommerce companies are integrating their online and offline channels to provide a seamless shopping experience to customers. This includes options such as buy online and pick up in-store, and in-store returns for online purchases.
The increased adoption of omnichannel retail in India is being driven by changing consumer behavior and the need for ecommerce companies to provide a seamless and convenient shopping experience. Here are some factors contributing to this trend:
- Changing consumer behaviour: Consumers in India are increasingly shopping across multiple channels, including online and offline. Omnichannel retail allows them to seamlessly move between these channels and complete their transactions in a convenient and flexible manner.
- Convenience and flexibility: Omnichannel retail allows customers to choose from a variety of fulfilment options, including buy online and pick up in-store (BOPIS) and in-store returns for online purchases. This flexibility makes shopping more convenient and helps to build customer loyalty.
- Integration of online and offline channels: Ecommerce companies are integrating their online and offline channels to provide a seamless shopping experience. This includes using in-store technology such as digital kiosks and mobile devices to enable customers to browse and purchase products online while in-store.
- Improved customer insights: Omnichannel retail allows ecommerce companies to gather more data on customer behaviour and preferences, which can be used to personalize marketing and advertising campaigns and improve customer engagement.
- Investment in technology: Ecommerce companies are investing in technology to improve the omnichannel retail experience. This includes using artificial intelligence and machine learning to personalize recommendations and improve inventory management.
Overall, the adoption of omnichannel retail in India represents a significant opportunity for ecommerce companies to differentiate themselves and build customer loyalty. By providing a seamless and convenient shopping experience across multiple channels, ecommerce companies can enhance customer satisfaction and drive growth in the years ahead.
Rise of niche ecommerce players:
With increasing competition in the ecommerce space, niche players are emerging in categories such as organic and natural products, regional handicrafts, and ethnic wear. These players are targeting specific customer segments and offering differentiated products and services.
The rise of niche ecommerce players in India is being driven by the growing demand for specialized products and services. Here are some factors contributing to this trend:
- Changing consumer behaviour: Consumers in India are increasingly looking for unique and specialized products that cater to their specific interests and needs. Niche ecommerce players are able to offer a more personalized and curated selection of products that appeal to these consumers.
- Increasing internet penetration: The growing internet penetration in India has made it easier for niche ecommerce players to reach their target audience through digital marketing and online advertising.
- Lower barriers to entry: The lower barriers to entry in the ecommerce market have made it easier for niche players to enter the market and compete with larger players. This includes access to affordable technology and ecommerce platforms, as well as the ability to leverage social media and digital marketing to reach customers.
- Differentiation: Niche ecommerce players are able to differentiate themselves from larger players by offering specialized products and services that are not available elsewhere. This allows them to build a loyal customer base and establish themselves as a leading provider in their respective niche.
- Innovation: Niche ecommerce players are often more agile and able to innovate more quickly than larger players, allowing them to adapt to changing consumer needs and preferences more rapidly.
Overall, the rise of niche ecommerce players in India represents a significant opportunity for consumers to access a wider range of specialized products and services, while also providing a platform for smaller businesses to compete and grow in the ecommerce market.
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