E-commerce in India: Trends, Insights, and Growth Opportunities

The Indian e-commerce sector is witnessing unprecedented growth, with significant milestones and achievements marking its trajectory. Key players such as the Government e-Marketplace (GeM) have played a pivotal role in this rise. As of FY 2022-23, GeM has reached remarkable heights, registering a gross merchandise value (GMV) of $2011 billion. This platform has facilitated cumulative savings of over INR 40,000 Cr since its inception, highlighting its significant impact on the e-commerce landscape.

The Government e-Marketplace has emerged as a formidable player, achieving a cumulative GMV of over Rs 4.5 lakh Cr till July 23, 2023. The estimated savings of over INR 40,000 Cr underscores its efficiency and cost-effectiveness in catering to diverse procurement needs.

Internet Penetration and Telecom Landscape

The foundation of India's e-commerce boom rests on robust Internet penetration and an expansive telecom subscriber base. According to TRAI's Indian Telecom Services Performance Indicators (January-March 2023), India has over 880 million internet users and a staggering 1172 million telecom subscribers as of March 2023.

Driving forces:

• Smartphone penetration: Increasing smartphone penetration catalyzes e-retail growth.
• Affluence and low data prices: Rising affluence coupled with affordable data prices contributes to the upward trajectory of the e-commerce industry.

User Base and Transaction Dynamics

With a user base of over 800 million, India is the second-largest Internet market in the world. The proliferation of UPI transactions, which are expected to reach 125.94 Lakh Cr by 2022, further underscores the vibrancy of the e-commerce ecosystem.

Regional Adoption

E-commerce has transcended geographical boundaries, with nearly 100% adoption of pin codes in India. Tier II cities and smaller towns are contributing significantly, accounting for over 60% of transactions and orders. The trend is gaining momentum in tier 2 and tier 3 cities, which account for nearly half of all shoppers and contribute three out of every five orders for leading e-retail platforms.

Transactional Dynamics:

1. Regional dominance: Over 60% of transactions originate from tier 2 and smaller cities.
2. Average Selling Price (ASP): Tier 2 and smaller cities have ASPs only slightly lower than Tier 1/metro cities.
3. Dominant categories: Electronics and apparel account for nearly 70% of the e-commerce market in terms of transaction value.

Emerging Categories and Initiatives

The e-commerce landscape is diversifying with emerging categories gaining prominence. The introduction of categories such as ed-tech, hyperlocal and food-tech indicates a dynamic shift in consumer preferences.

Emerging categories:

• Ed-tech: Educational technology is emerging as a major player in the e-commerce market.
• Hyperlocal: The hyperlocal sector is gaining traction, catering to localized consumer needs.
• Food-tech: The intersection of technology and food services is creating new opportunities in e-commerce.

ONDC Initiative

The Open Network for Digital Commerce (ONDC), launched by the Government of India in 2022, is a revolutionary initiative. It aims to level the playing field for MSMEs, democratize e-commerce, and promote digital commerce for businesses across the spectrum.

Financial Landscape and Investment Trends

The financial landscape of Indian e-commerce is robust, with significant investments flowing in. In 2022, the sector witnessed a remarkable upswing, with e-commerce and consumer internet companies raising $15.4 billion in PE/VC funding - a significant 2X increase from $8.2 billion in 2020.

Financial Highlights:

• PE/VC Funding: $15.4 billion raised in 2022, representing a 2x increase from 2020.
• Investment Surge: The surge in investments reflects the confidence and growth potential perceived by investors.

E-commerce Platforms in India

India's e-commerce ecosystem is vibrant and diverse, with several platforms catering to different niches. Here are five prominent ecommerce platforms:

• Amazon India: A global giant, Amazon has a significant presence in the Indian e-commerce market, offering a vast array of products and services.
• Flipkart: A homegrown success story, Flipkart is a leading e-commerce platform in India, known for its extensive product range and innovative services.
• Myntra: Specializing in fashion and lifestyle, Myntra has become synonymous with online shopping for clothing, accessories, and more.
• BigBasket: Focused on groceries and daily essentials, BigBasket is a popular choice for online grocery shopping, serving customers across the country.
• Export Portal: Providing a platform for international trade, Export Portal connects buyers and sellers globally, facilitating seamless cross-border transactions.

The Future of Indian e-Commerce

The trajectory of Indian e-commerce points to a future of continued evolution and dynamic change. Predictions point to several key trends that are likely to shape the landscape in the coming years.

Expected trends

• Technological Integration: Increased adoption of cutting-edge technologies such as AI, AR, and VR to enhance the user experience.
• Rural Market Penetration: Further expansion into rural areas, tapping into the immense potential of untapped markets.
• Category Diversification: Continued diversification with new categories gaining prominence, reflecting changing consumer preferences.

Opportunities for SMEs in the e-Commerce

The Open Network for Digital Commerce (ONDC) is a catalyst for the democratization of e-commerce, creating unprecedented opportunities for small and medium enterprises (SMEs). As ONDC continues to evolve, SMEs can leverage this platform for growth and expansion.

Key Opportunities

• Level Playing Field: ONDC ensures a level playing field, allowing SMEs to compete on a national scale without facing inherent disadvantages.
• Digital Thrust: An opportunity for SMEs to embrace digital commerce and expand their reach and customer base online.
• Market Access: ONDC opens avenues for SMEs to access a wider market, promoting growth and sustainability.

Global Trade with Export Portal

In the vibrant tapestry of Indian e-commerce, Export Portal is emerging as a bridge that connects businesses globally. With a focus on international trade, Export Portal provides a unique platform for buyers and sellers to engage in seamless cross-border transactions.

• Global Connectivity: Export Portal provides a global marketplace that connects businesses across borders, fostering international trade relationships.
• Efficient Transactions: The platform streamlines transactions, ensuring efficiency, transparency, and trust in cross-border business.
• Diverse Opportunities: For businesses looking to expand their horizons, Export Portal offers a wealth of opportunities to explore new markets and forge global partnerships.

E-commerce in India is full of promise, offering a blend of innovation, inclusivity, and global reach. As SMEs find a nurturing ground on platforms like ONDC and businesses engage in global trade through the Export Portal, the future holds immense potential for growth, collaboration, and a thriving digital economy.