Indian e-commerce focussing on increasing rural reach

“There are multiple things Indian companies can do before they start looking abroad. We're very focused on getting into rural India,” Radhika Aggarwal, co-founder and chief business officer of online retail platform Shopclues.com said at a panel discussion at Bloomberg's India Economic Forum in New Delhi.

“We haven't even scratched the surface yet in India,” said Aggarwal, citing a very small proportion of Web purchases compared with traditional retail.

Over the last decade, India has emerged as the world's fastest-growing smart phone market. The government has boosted e-commerce by launching high-speed broadband connectivity that is expected to cover the country's rural nooks. 

The combination of more phones and faster access has spurred hundreds of e-commerce startups, peddling services from selling homes online to delivering gourmet Indian meals, making it one of the most fertile entrepreneurial ecosystems in the world.

Prime Minister Narendra Modi has said connectivity coupled with digital commerce has the potential to propel India from a $2 trillion economy to a $20 trillion economy.

Right now there is a lag between urban India and the countryside, but it's narrowing down quickly, Aggarwal said. The next 100 million people who will participate in e-commerce will be from India's smaller towns, she said.

Now that access to e-commerce is there, the next step is to boost spending to be able to compare India with online juggernaut China, said Prashanth Prakash, a partner at Accel Partners. India needs to add another $1 trillion to $2 trillion to the economy to really see the China comparison play out, he said.

“The average spending from an e-commerce buyer in India is $250 to $300,” Prakash said. “Eight years ago in China it was $400. So there is a really huge chasm there,” he pointed.

Legacy companies in India shouldn't be written off yet either, said Raghav Bahl, founder of digital media startup Quintillion Media Pvt Ltd. Unlike in the West, online changes in India are not occurring sequentially to traditional businesses but in parallel, helping e-commerce models evolve in a unique way, he said. 

“The end point of e-commerce will be very different from elsewhere,” Bahl said.

E-commerce entrepreneurs will have to be “cognizant of the customers' journey” to online shopping and “seamlessly hold the customers' hand,” Accel's Prakash said. “There will be some very interesting businesses we're starting to see and fund,  where offline and online will nicely coexist in this country -- maybe a little bit like what we see in China.”