Over the last few years, data consumption in India has increased with the onset of 4G in the market. Further, competitive pricing due to the arrival of Reliance Jio has led to reduction in cost of data. These factors have been major growth drivers for internet usage in India. This rapid growth in digitally savvy users will lead to doubling the number of online shoppers in India by 2020.
Growing digital savviness made possible by the spurt in smartphone usage and internet access would drive India’s digital economy rapidly going forward. The publisher expects India’s online shopping population to more than double over the next 3 years to reach 185 Mn by 2020. Driven largely by this user base growth and increased online spending of existing users, the publisher expects the online retail market to reach USD 50 Bn by 2020 (from USD 19 Bn in 2017), accounting for ~4.5% of all retail purchases in India. This is a near doubling of the penetration from the 2.4% figure currently observed.
Starting from humble beginnings in the year 2000, the Indian e-tailing market has entered the ‘acceleration phase’ in terms of its growth rate.
However, there is still a lot of headroom for growth for e-tailing in India. Annual spend per shopper on online shopping is still very low and constitutes ~15% of the private consumption per capita which is ~55% in China. Online shopper penetration is the lowest in comparison to other countries which signifies that a small share of internet users is buying online, however the penetration in metro and tier-1 cities is growing at a faster pace than tier-II cities.
This growth in e-tailing will be fueled by an increased number of shoppers; increased frequency of buying; as well as an increase in the average order value.
Finally, going forward, subscription models and private labels are likely to be the major drivers in improving customer loyalty and increasing margins for the online platforms.
Growing digital savviness made possible by the spurt in smartphone usage and internet access would drive India’s digital economy rapidly going forward. The publisher expects India’s online shopping population to more than double over the next 3 years to reach 185 Mn by 2020. Driven largely by this user base growth and increased online spending of existing users, the publisher expects the online retail market to reach USD 50 Bn by 2020 (from USD 19 Bn in 2017), accounting for ~4.5% of all retail purchases in India. This is a near doubling of the penetration from the 2.4% figure currently observed.
Starting from humble beginnings in the year 2000, the Indian e-tailing market has entered the ‘acceleration phase’ in terms of its growth rate.
However, there is still a lot of headroom for growth for e-tailing in India. Annual spend per shopper on online shopping is still very low and constitutes ~15% of the private consumption per capita which is ~55% in China. Online shopper penetration is the lowest in comparison to other countries which signifies that a small share of internet users is buying online, however the penetration in metro and tier-1 cities is growing at a faster pace than tier-II cities.
This growth in e-tailing will be fueled by an increased number of shoppers; increased frequency of buying; as well as an increase in the average order value.
Finally, going forward, subscription models and private labels are likely to be the major drivers in improving customer loyalty and increasing margins for the online platforms.
Table of Contents
1. India's Digital Population
2. First Steps Towards a Long Marathon
3. $50 Bn bonanza
4. The Optimistic Seller
5. Deeper, faster, efficient
6. What’s trending!!
Methodology
1. Primary Research Consumers, stakeholders and industry experts are interviewed to help us validate key trends and market estimations.
While the exact figures may vary for different reports, on average, the publisher conducts:
- ~1,000+ consumer surveys
- ~30+ IDIs (in-depth interviews) with stakeholders (consumers, suppliers, distributors and delivery executives, among others)
- ~25+ detailed discussions with industry experts Depending on the report in question, consumers and stakeholders are distributed across:
- City tiers (Metros, Tier 1, Tier 2, Tier 3 & Tier 4 cities)
- Income levels
- Genders
- Age groups
- Professions
- Internet usage pattern
- Geographies
2. Secondary Research Secondary includes analysis of databases available in public domain. Information sought is cross-referenced and aligned for soundness.
Note: In order to maintain confidentiality, results and analysis of the surveys and expert interviews are presented at level of overall scenario analysis and representation only.
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