'Indian e-commerce needs to recalibrate long-term focus'

21 Jan '16

7 min read

Chandrasekaran also pointed out the need to foster integrated commerce experiences. Retailers and marketplaces are increasingly recognizing the need to reach on-the-move customers through multiple entry points – on web, app and in- store – as consumption patterns evolve. According to the Snapdeal CPO, a robust omni-channel programme will help e-commerce players integrate in-store and online product discovery and delivery, creating value and loyalty in customers. A significant number of consumers in India still prefer the touch and feel aspect of offline commerce. “Online to offline commerce is in a unique position to cater to diverse consumer demands and buying behaviors. Since technology is such an integral part of an intuitive O2O experience, marketplaces can start by focusing on data integration and pre-emptive analysis to deliver differentiated experiences at unique points of access.”

“In fact, a series of strategic engagements that go into building successful models of hyper-local delivery, Click and Collect commerce and service assistance will be designed on a strong foundation of simplified technology solutions. Examples of these engagements are already being seen in categories like Automobiles, Apparel and Real Estate. With more brands accepting the need, we will see an increase in cases of omni-channel outreach,” Chandrasekaran wrote.

Chandrasekaran feels that with the rapid growth of e-commerce businesses, the sector will have to start looking at the untapped segments of Indian population to increase market share. According to an IAMAI (Internet and Mobile Association of India) report, out of India’s 259 million internet user base, 127 million internet users from the Tier 2 and 3 geographies are yet to come online due to the language barrier.

Yet the consumption needs for this pool are as diverse and as strong as their English-speaking counterparts. This creates potential to open up the e-commerce industry to an untapped market – estimated to be more than 100 million internet users. The next growth area, we feel, will be in developing language-based interface solutions, back-end support and customer engagement teams to create an experience unique to vernacular audiences. Recognizing the potential, Snapdeal became the first e-commerce marketplace to launch a UI in 11 regional languages. This is only expected to drive trends in e-commerce, bringing the remotest areas in the country under financial inclusion through digital wallets. A cashless economy can very well be the future.

A worthwhile commerce experience is dependent on ease of discovery, purchase and delivery. Placing the customer at the centre will allow for blending various aspects of user experiences across multiple platforms, channels and apps – a 'string of pearls' impact. According to Chandrasekaran, this is both a reflection of, and an impetus to, the way e-commerce engagements will develop as the sector matures. One aspect of this is the experience of a customer when he engages with a brand or platform. The intuitiveness of an interface is the first stage at which impactful interactions can happen with customers.

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