Ecommerce Sector India

India Ecommerce Sector Research

December 2010

Agenda
India Analysis: Internet, Broadband, Mobile ,Retail, credit card overview Definition, Value Chain ,Key Drivers ,Challenges of eCo erce Key Business Models in !co erce seg ent Analysis of each eCo erce "eg ent

India Internet Usage: Internet and PC Penetration

Internet Penetration Sep 2009

Source: Internet World Stats Sep 2009

Findings

Internet #enetration in India is low though $%&' e(uates to )%* illion% Clai ed Internet users have grown +,%+ #%a fro ,$ n in +--. to )* n in +--&% Active Internet /sers have grown +)%0' fro ,+ n in +--. to 0+ n in +--&% 1ut of .*. n #o#ulation, .) n are 2C literate% )* Mn clai to use internet but only 0+ active Internet /sers% Rural Internet 2enetration is about 0%0 Mn

n are
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India Internet Usage: Constitution and ime S!ent

Summary

" all town users constitute 3$' of the total /rban Internet /ser #o#ulation "chool and College "tudents, 4oung en constitute )+' of the total users 5ith .* illion Internet users in India 6roughly *73 of /"8 and ti e s#ent #er wee9 at *0 hrs, 6co #arable to /"8, has Indian ar9et has hit its ti##ing #oint: Cyber cafes 63)'8, 1ffice 63-'8, ;o e 6+3'8 are a<or access #oints%
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India Internet Usage: #obi$e % &roadband Penetration in India

Mobile subscriber market : ,)* n Capable of accessing Internet : *+) n Regd. Mobile Internet Users :*+Mn% Active Mobile Users: . Mn IMRB estimates: +0 n active users by +-*+ and 0- n active users by +-*, rowt! driven by launch of 3= networ9 in India, reduction in 3= and =2R" #rices8

) Definition of Broadband,TRAI: Min. 2 mbps. Compared to 10 mbps in Singapore Broadband penetration is very low : ** n in +-*- 6*' of total #o#ulation,*0' of the total Internet 2enetration

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India Internet Scenario: ime s!ent on internet( eCommerce and eCommerce tota$ )o$umes

Findings

Internet usage has gone u# fro &%3 hrs7wee9 in +--. to *0%) hrs7wee9 in +--& >i e "#ent on eCo erce Activities is around *-' 6 *%0?+ hrs8 Volu e of eCo erce >ransactions was around /"D +%. bn in +--&, esti ated to be around /"D ,%*bn in +-*'

India: Retai$ Sector gro+th

Findings

India is the 0th largest destination retail destination in retail globally 6 A> Kearney =RDI re#ort +--.8 India retailing industry is at 3&- bn and growing at )' ;eavy growth is e@#ected #ost =AC, with single brand retail stores, increased nu ber of alls, growth in >ier + and >ier 3 cities Many of the big retailers have forayed into the on?line ode without uch success% 1n?line retail for s a eager -%,)' of the total retail ar9et% =ift Ite s, Boo9s, obile #hone accessories, s all eletronic goods for the bul9 of * sales

India: Potentia$ o- ier2 and ier cities

Findings

3-- ega alls and *--B hy#er city alls are being o#ened in >ier + and >ier 3 cities 6"ource: Business 5orld -,7+-*-,Business India -*7+-*-8 >ier + and >ier 3 cities have #ro ising #otential due to growth in I>7I>!"7B217retail <ob growth >ier + and >ier 3 cities have high internet, credit card ,loan and insurance coverage with a egacity li9e inco e distribution
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India: Credit Card /Debit Card Penetration rate

Source: Credit &ureau India( India retai$ ban9ing research 200.

Findings

.0 mn cards under circu$ation :40 mn credit and "2 mn debit0 301 2ear3on32ear gro+th0 Estimated "" mn cc cards b2 2012 4200. Indian credit bureau5 Under !enetrated: 6ess than 1 !er cent o- !ersona$ consum!tion e7!enditure 4PCE5 ha!!ening on cards0 4g$oba$ a)erage o- " !er cent PCE on cards5 S!end !attern is simi$ar to internationa$ s!ends: tra)e$( entertainment( retai$ sho!!ing and 8e+e$$er2 being the to! categories0 A$ternati)e Pa2ment mechanisms ha)e an im!ortant ro$e
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eCommerce Categories and ;a$ue Chain Ana$2sis

E3 !roducts/Ser)ices So-t+are P$at-orm/ ech too$s Pa2ment integration 6ogistics % :u$-i$$ments Customer Ser)ice and CR#

Source: Emera$d Insight(

Definition: &u2ing and se$$ing o- !roducts % ser)ices on the Internet or on an2 other a!!$ication that re$ies on the Internet0 Combinations are: < Pa2ing on$ine % Consuming =n$ine 4 e0g0 &2& net+or9s( =n$ine gaming5 < Consuming on$ine % Pa2ing o--$ine 4 e0g0 #atrimonia$(C$assi-ieds(Ad >et+or9s5 < Contracting % Pa2ing on$ine % Consuming o--$ine 4e0g0 ra)e$( &oo9s5 Value Chain: consists o- E3Products and Ser)ices( So-t+are !$at-orm and ech too$s( Pa2ment integration ( 6ogistic % :u$-i$ment mechanisms( ERP %CR# !ro)iders
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Finding s

India: eCommerce gro+th

". eCommerce Industry is esti ated at /"D ,%* bn 6+-*-8% 2ro<ected growth is ,-' 4?4 Indian e?co erce ar9et at ICRI &+-core is heavily tilted towards travel sites% About *+' of the rest is contributed by on? line classifieds li9e atri onial and <ob #ortals% $rivers of eCommerce growt!: Increasing Internet user base >echnology advance ents Bigger web #resence of Cor#orates Donger reach in the >ier II E >ier III cities C!allenges to eCommerce growt! Dow Internet and credit card #enetration Dac9 of strong discounts for buying online Di ited vernacular content Reliable #ay ent echanis s
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Source: India retai$ research 2010 #. .

Findings

. . . #. . . . .

India eCommerce: &usiness #ode$s

Merchant Model: =n$ine +ho$esa$e/retai$ o- consumer !roducts0 Sa$es transactions are e7ecuted on !re3determined !rices or auctions0 E0g0: India!$a?a0com(-utureba?aar0com( -$i!9art0com( egu$$20com Direct Model: mode$ harnesses the !o+er o- the Internet and reach out to !otentia$ customers direct$2 b2 com!ressing the distribution chain0 Eg ma9em2tri!0com( c$eartri!0com Brokerage Model:&ro9ers create mar9ets b2 !ro)iding a common !$at-orm -or bu2ers and se$$ers to -aci$itate transactions( charging commissions -or transactions0 Eg CCA)enue( &i$$Des9 Advertising (Portal) Model: @ere the +ebsite acts as the broadcaster b2 !ro)iding -ree 4not a$+a2s5 content and ser)ices such as emai$s( chats and b$ogs that are interming$ed +ith ad)ertising dis!$a2s or banner ads 0g0 redi--0com( indiatimes0com Infomediar Model: hese are subscri!tion based and !ro)ide e7tensi)e data ana$2sis0 E0g0 Indiain-o$ine0com( Affiliate Model: his mode$ o--ers !urchase o!!ortunities to +eb sur-er done through a--i$iated !artner +ebsites b2 !ro)iding them monetar2 incenti)es in terms o- !ercentage ore)enue0 Eg :$i!9art0com( redi--boo9s0com Communit Model: socia$ net+or9s(-ree content !ro)iders0 his mode$ can ha)e mu$ti!$e re)enue streams in the -orm o- sa$e o- anci$$ar2 items or ser)icesA )o$untar2 contributionsA ser)ice subscri!tions and conte7tua$ ad)ertising e0g0 ibibo0com
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Findings

India eCommerce: Buic9 Sna!shot

%commerce: >he Indian e?co erce ar9et at /"D *.%, bn 6ICRI &+-crore8 is heavily tilted towards travel sites% .-' of this ar9et is constituted by travel #ortals li9e Ma9e ytri#%co , 4atra%co etc%
Findings

About *-' of the rest is contributed by on?line classifieds li9e <ob #ortals%

atri onial and

1nline retailing is esti ated at /"D +%+ Bn 6ICRI **--8 cores ar9et which is set to see tectonic growth given the right environ ent is built% >his ar9et is #oised to grow at 3-' #er year for ne@t 0 years

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=n$ine ra)e$
IndiaCs tra)e$ industr2 +as !egged at o)er USD 20, &n 4Rs0 140 bn5 b2 end o- #arch 2010( com!rising oour =!erators( Rai$+a2s( @ote$s and other such entities0 he on$ine tra)e$ industr2 si?e current$2 is about 2"1 amounting to USD *00 mn b2 2ear 20100 o! " !$a2ers: #a9e#2 ri!( C$eartri!( Datra( ra)e$guru(IRC C he current gro+th rate o- IndiaCs on$ine tra)e$ industr2 is 4"10 he o!erating margins o- most on$ine tra)e$ o!erators are about ,31210 #a9em2tri! had a success-u$ IP= in Eu$22010 he current gro+th rate o- IndiaCs on$ine tra)e$ industr2 is 4"10 he o!erating margins o- most on$ine tra)e$ o!erators are about ,3121 Fro+th is dri)en b2 Indian !ro-essiona$s tra)e$ing +ithin India and abroad(

Com!an #a9e #2 ri! ra)e$ Furu C$ear ri! Datra IRC C "evenues US ,30"' mn US 4 mn US .0' mn US 1"0' mn US 34mn

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=n$ine #atrimon2
=n$ine matrimon2 segment is dri)en b2 2 main -actors: 15 Arranged #arriages is sti$$ a norm in India 25 =n$ine matrimon2 !ro)ides a much $arger database o- grooms/brides un$i9e $oca$ match ma9ers0 Dominated b2 4 9e2 !$a2ers: '3 mi$$ion b2 20103114 Em!o+er research 20105 #haadi$com G is the $eader +ith ma7imum )isitor tra--ic in :D 20100Re)enues 4USD 1, mn5 %eevansathi$com G is second in terms o- uniHue )isitor tra--ic in the same 2ear ho+e)er( it is the $eader in terms o- !age3)ie+s 4133 mi$$ion5 as com!ared to Shaadi 4*" mi$$ion50 4USD 14 mn5 Bharatmatrimon $com G is number 3 in terms ouniHue )isitors but it is a$so e7!eriencing a dec$ine in tra--ic $i9e Shaadi0com 4USD 10 mn5 Indiamatrimon $com +ith o)er 1 mi$$ion !ro-i$es is a signi-icant !$a2er0 4USD 4 mn5 Sim!$2marr20com( 6i-e!artnerIndia0com( Indiabestmatch0com( )i)ahabandhan0com( shubh$agan0in are some o- the other u!coming sites0
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Com!an Shaadi0com Eee)anSathi 0com &haratmatri mon20com Indiamatrim on20com

"evenues 1, mn 14mn 10 mn 4mn

=n$ine Eobs
USD 00" bn 41000 cr mar9et5 Dominated b2 a -e+ big !$a2ers such as: &aukri$com G $eader +ith o)er 10 mi$$ion uniHue )isitors during :D 200,0 Monster$com G 2nd +ebsite in terms o- )isitor tra--ic +ith around '0" mi$$ion uniHue )isitors in -isca$ 20100 'imes(obs$com G -astest gro+ing recorded a 401 8um! in )isitor tra--ic during :D 20100 Click(obs$com3 :ourth $argest +ith 2 mn uniHue )isitors Dri)en b2: Strong gro+th in IndiaCs Ser)ices sector( I /I ES/ boom0 4>au9ri is !art oin-oedge( monster is not $isted in India ( imes 8obs is !art o- imes o- India grou!0 Indi)idua$ re)enue numbers are not a)ai$ab$e direct$25
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=n$ine Rea$ Estate

India!ro!ert $comG ma7imum number ouniHue )isitors in :D 2010 4'" mn 5 uniHue )isitors(1"0 mn !age )ie+s ))acres$com G is number t+o in terms o)isitor tra--ic but $eads in terms o- !age3)ie+s0 ", mn uniHue )isitors( 1,0 mn !age )ie+s Magicbricks$com G 4" mn uniHue )isitors(120 mn !age )ie+s Makaan$com G 3" mn uniHue )isitors(102 mn !age )ie+s Dri)en b2: Strong gro+th in IndiaCs Ser)ices sector( I /I ES/ boom( rea$ estate boom in boom to+ns0 4..acres is !art o- in-oedge0 5

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&2& bi? >et+or9s/Directories

:ree and cost3e--ecti)e on$ine a!!$ications are a)ai$ab$e -or a$$ t2!ica$ business !rocesses oS#Es0 "evenue Model: &u$9 Purchase orders and Product search $isting0 Registered +ith more than 40(000 !roduct $istings and 10(000 )endors o! 3 $eading b2b net+or9s are: IndiaMA"'$com: &iggest &2& #ar9et !$ace0 Com!rehensi)e director2 o- a$$ ma8or &2& !$a2ers +ith the contact detai$s0 'radeindia$com: Second $argest &2& #ar9et !$ace0 Registered +ith more than 2"(000 !roduct $istings and ,(000 )endors Bi*+change$in: hird $argest &2& #ar9et !$ace0 Registered +ith more than 20(000 !roduct $istings and '(000 )endors

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=n$ine Retai$ Porta$s

Dri)en b2 IndiaCs increasing internet and credit card !enetration0 Pro)ide a +ider reach and e)en co)er tier2 and tier 3 cities0 Primari$2 cater to !ro-essiona$ +or9ing c$ass and 2outh0 o! " !$a2ers are: IndiaPla*a: Re)enues o- USI 12mn in 2010 4 to be con-irmed50 C$aims to ha)e the $argest co$$ection oboo9s and gi-t items Infibeam: 6aunched IndiaCs -irst ereader0 #a8or source o- re)enue -rom boo9s though the2 started out a sho!!ing site#ar9 across a$$ categories "ediff #ho!!ing: =)era$$ redi-- re)enues in #arch 2010 USD 1,0,4 mn0 C$aim that 2"1 re)enues come -rom sho!!ing 4to be )eri-ied5 e,ull India: =n$ine retai$er across a$$ categories 4$aunched in 200,50 Re)enues o- 4 crores0 &aa!tol India: =n$ine retai$er across a$$ categories 4$aunched in 200*50 E7!ected Re)enues o- 30" crores in 2010
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=n$ine boo9s
Sachin &ansa$(CE= :$i!Jart India: #ar9et si?e o- +ho$e o- boo9 industr2 in India is estimated at '000 crores and is gro+ing at a )er2 Huic9 !ace0 #ar9et si?e -or on$ine boo9 sho!!ing in India is e7!ected to be bet+een Rs0 *0 crore -or 2010 and gro+ing at a hea$th2 rate "03'01 Dear on Dear 4 to be )eri-ied50 It is dri)en b2 gro+ing midd$e c$ass( better internet access and higher com-ort o- Indians +ith on$ine sho!!ing o! " !$a2ers 4&ased on A$e7a ran9ings5 are: -li!.art: Aims to be Ama?on o- India0 Posted re)enue o- Rs " crore in 200,30. and its site attracts " mi$$ion )isitors a month0 In 200.( #ar9 the2 gre+ to , crores +ith ,0"3. mn )isitors0 Booksho!india: C$aim to be second $argerst boo9 store0 In 200.( the2 c$aim to !ost re)enues o- 3 crores +ith 40" mn )isitors0 IndiaPla*a: 6argest sho!!ing !orta$ o- India0 C$aim to ha)e the biggest co$$ection o- boo9s 4, $a9h tit$es 5 Indiatimes sho!!ing: 6argest in-ormation !orta$ o- India0 C$aim to get o)er 301 o- tota$ re)enues b2 boo9s 4to be )eri-ied5 20

=n$ine Fi-ts
Dri)en b2 IndiaCs increasing internet and credit card !enetration0 IndiaCs cor!orate gi-ts mar9et is o)er USI 102 bi$$ion +ith on$ine gi-ting constituting 11 oo)era$$ share 4Source: &usiness India ne+s( Ean 20105 o! " !$a2ers 4&ased on A$e7a ran9ings5 are: India ,ifts Portal: C$aim to ha)e the $argest mar9et share 42015 oCor!orate gi-ting mar9et0 E7!ected Re)enues o- o)er 20 crores in 2010 4to be con-irmed5 ,iftsIndia$com: E7!ected re)enues o- '3* crores in 20100 c$aim to be the second $argest !$a2er IndiaPla*a: Indiatimes sho!!ing: "ediff #ho!!ing:

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=n$ine Shoes
IndiaCs on$ine -ootmar9et is estimated to be ,00 crK 4&usiness +or$d A!ri$ 200.50 =n$ine shoe se$$ing constitutes on$2 11 o- the tota$ mar9et0 Dri)en b2 increasing internet and credit card !enetration Big#hoeBa*aar: C$aim to be 6argest on$ine authori?ed shoe store in South Asia0 C$aim Re)enues o- ,0" crores in 200. 4to be con-irmed5 Indi-oot/ear: C$aim Re)enues o- 40" crores in 200. and seem to ha)e highest number ouniHue )isitors in their categor2 4reHuires con-irmation5 Pla groundonline: Cater to s!orts and outdoor a!!are$ mar9et0 6i9e$2 to do 103 crores this 2ear

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=n$ine Jids sho!!ing

IndiaCs on$ine bab2 care is estimated to be 1000 crK 4&usiness India Dec 200.50 =n$ine segment constitutes $ess than 31 o- the tota$ mar9et0 Dri)en b2 increasing internet and credit card !enetration Bab India: C$aim to be -astest gro+ing on$ine bab2care store in India0 E7!ected re)enues 4 crores 2010 4to be con-irmed50 #ho!mania: C$aim to deri)e $argest share ore)enues -rom bab2 care segment 4401 50 Re)enues -or 2010: 20,33 crores .id#tudtio: E7!ected re)enues o- 10" crores in 2010

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Pa2ment Fate+a2s
Problem area: 6o+ credit card !enetration( a$so on$ine !a2ment is unre$iab$e ma9ing ecommerce di--icu$t0 on$ine -raud and account breaches are the biggest barriers to eCommerce0 =n$ine sho!!ers are a!!rehensi)e and un+i$$ing to !ro)ide their credit card and ban9 detai$s 4&usiness +or$d sur)e2 Eune 200,5 Pa2ment gate+a2s !ro)ide a so$ution0 6eading Pa2ment gate+a2s: CCAvenue: &iggest !a2ment gate+a2 !ro)ider in India0 Re)enues: 2,0 crores 4#arch 200.50 ie3u!s +ith a$$ $eading ban9s( 30(000 merchants0 Part o- A)enues grou! +ith mu$ti!$e on$ine business interests4 E)ents( =n$ine tra)e$ ser)ices 0B#1Pa ments:on$ine !a2ments s2stem o--ers !a2ment o!tionsA credit cards( !re!aid cards and on$ine ban9 trans-er0 neonePa : =--er Pa #eal (from ICICI Bank) A2is Pa ment ,ate/a :
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Customer =n$ine &i$$ing so$utions

Problem area: Enab$e indi)idua$s/customers to !a2 bi$$s on$ine0 o! t+o !$a2ers: 3) BillDesk: Direct re$ationshi! mode$0 =ne time0 Authentication o- credit card/debit card0 Sma$$ :ee -or e)er2 transaction0 In)estors: SID&I )entures 4) Bill %unction ('ech Process #olutions 5td):Use E$ectronic C$earing Ser)ices +here the customer s!eci-ies the amount to be debited in his account -or e)er2 bi$$ generated0 :$at Subscri!tion -ee -or users0 E)en a$$o+ Enter!rise and Cor!orate &i$$ !a2ment0 In)estors : ICICI ;entures( Fre26oc9 ;entures 6) 'imesofmone $com: A$$o+ bi$$ !a2ment through credit card/debit card ser)ices0 Ser)ice !roduct: LDirectPa2M0 Subscri!tion based mode$ -or users0 45 0as 4Pa : e$ectronic bi$$ !resentation and !a2ment 4E&PP5 ser)ice0 It enab$es the user to )ie+( store and !a2 the bi$$s0 It is IndiaCs -irst rea$3time E&PP ser)ice !ro)ider that o--ers mu$ti!$e bi$$ !a2ment modes0 It on$2 charges a one3time -ee and no annua$ charges0 It has some big Cor!orate -irms as its c$iente$e0
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mCommerce
Research conducted 8oint$2 b2 AC >ie$sen and Pa2#ate: 15 25 India has current$2 around " mn #3Commerce users0 &anga$ore sho+s highest )a$ue s!ent on #3commerce -o$$o+ed b2 De$hi( #umbai( Pune and @2derabad0 Intention o- using #3commerce in -uture is signi-icant$2 higher at '0 !er cent in &anga$ore as com!ared to 3" !er cent in #umbai and "2 !er cent in Pune0 Initia$ $imit in 200, b2 R&I : he !er transaction 4Rs 2("005 and dai$2 4Rs "(0005 $imits e--ecti)e$2 narro+ the sco!e o- mobi$e !a2ments to sma$$ tic9et !urchase0 R&I has increased the $imit to Rs010(000 and Rs0 "0(000 res!ecti)e$2 4Dec0 200.5 #obi$e bus and mo)ie tic9et sa$es )o$umes rising signi-icant$2 a-ter R&I re)ision 4;CCirc$e Eune 20105

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mPa2ments
Problem area: PC and Internet on PC !enetration in India is $o+ but mobi$e !enetration is high0 :or mCommerce to succeed( mobi$e !a2ments !$at-orm shou$d be success-u$0 Recent regu$ation b2 R&I : 6eading #obi$e !a2ment !ro)iders: 3) mChek: Signed u! +ith a$$ $eading te$cos( ban9s( tic9et !ro)iders( insurance com!anies0 Enab$e bi$$ !a2ments( tic9et !urchases0 =ne time credit card authentications setu!0 In)estors: D:E 4) Pa mate: 6i9e mChe9( a$$o+s users to $in9 mobi$e !hone +ith a credit card( ban9 account0 ie u!s +ith mobi$e !hone o!erators( ban9s but sma$$er co)erage 6) 7bo!a India: Part o- =bo!a2 grou!(Ca$i-ornia0 Partnered +ith >o9ia -or mobi$e !a2ment !$at-orm0 Re)enues $ess than I1mn0 45 A'7M 'ech: Part o- :inancia$ echno$ogies India grou!0 Pro)iding a mobi$e a!! +hich inc$udes a credit card on mobi$e0 An2 !a2ment reHuires a !ass+ord authentication0
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Cha$$enges +ith order -u$-i$$ments:6ogistics

Problem area: =rder :u$-i$$ment is an im!ortant !art o- ecommerce ;a$ue chain0 #ost ecommerce !ro)iders use a combination o- their o+n $ogistics teams and a$so tie3u!s +ith $eading $oca$ $ogistics0 &ased on Inter)ie+s( the -o$$o+ing $eading names in $ogistics names +ere re)ea$ed: 10 20 30 40 "0 '0 D DC $ogistics 4!art o- D@6 (a$$ India !resence5 Fati 4#aharashtra( Jarnata9a5 &$ueDart 4!art o- D@6 (a$$ India !resence5 ;R6 6ogistics 4Jarnata9a5 Arame7 $ogistics 4#aharashtra( Jarnata9a5 ;ichare courier4 #aharashtra5

#ost o- these !ro)ide trac9ing ser)ices -or customers and !eo!$e are +i$$ing to !a2 a !remium -or !ro!er de$i)er20

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Ecommerce So-t+are/So$ution Pro)iders

#an2 -ront3end ecommerce !orta$s use ecommerce so$ution/!$at-orm !ro)iders -or their ser)ices0 Ad)antage is that these eCommerce so$ution !ro)iders ha)e !ro)en e7!ertise and the -ront3end com!anies do not ha)e to re3in)ent the +hee$ in a$$ areas0

Com!an2 E7!ertise ;erchas9a ra)e$ !$at-orm0 C$ients: c$eartri!(ee?ego(e our s=n$ine &inar2 #aruti Ud2og 6td( semantics automartindia0com ProSo$utio India P$a?a( redi--3 2.

Conc$usion
Ecommerce in India is at a nascent stage though the !otentia$ -or gro+th is high0 Re)enues are $ess than 1mn USD -or identi-ied E3 ic9eting( E3bi$$ing( !a2ment gate+a2s are areas o- Interest #obi$e commerce and mobi$e !a2ments s!ace shou$d be c$ose$2 +atched

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