In the recent years, the online marketplace in India has been largely defined by two very interesting aspects: retail and taxi services. It can perhaps be safely said that these two aspects have been the driving force to gauge how well or how reluctantly have Indians been about switching to online shopping and online services. Moving far away from the days when brick and mortar shopping experience and hailing cabs on the bustling streets of India was the norm, most Indians are now quite open to online shopping and booking cabs on their smart phones. Most have realised the ease and comfort of staying at home even as they shop or wait for their cabs to arrive at their doorstep.
TrueInsights, a quarterly report from caller identification service Truecaller, covers relevant industry and market trends backed by solid data evidence. As many say, numbers don’t lie! Truecaller’s internal statistics come from a mix of engineers, data scientists and marketers.
The data in this report was aggregated anonymously from incoming and outgoing calls to ecommerce and cab hailing services in India during the period of January 1, 2016 to June 30, 2016 to understand the trends and usage where calls from a user to retailer (or vice versa) is anything related to purchasing, complaint, customer service, delivery etc. These insights are purely based on Truecaller’s internal data.
Ecommerce: Going from strength to strength:
According to a recent report by TrueInsights, with 400 million internet users,
Indian consumers often purchase online thereby completely eliminating the need to physically visit a store. Truecaller analysed how online shoppers are interacting with this new breed of retailers (barring hyper local players) and here are the recent ‘True Insights’ into the world of e-tailing.
Retail sales across the country have grown to $600 billion in 2015, and is expected to top $1 trillion by 2020. Although it is a small segment, the revenue for e-commerce is expected to reach $38 billion in 2016, which is no small feat in what is a purely traditional retail market. Between January 1 to June 30, 2016, smart phone owners in India using Truecaller made or received more than 1.06 billion calls to or from an e-commerce company. Since the beginning of the year call volumes between e-commerce companies and Truecaller users has grown 27.4 per cent to almost pass 250 million calls in July 2016.Unsurprisingly, the month of March, 2016 witnessed the biggest dip due to the closing of the fiscal year.
Most calls were made to ecommerce sites such as Flipkart, Amazon, Snapdeal, eBay, Jabong, PayTM and Myntra. Leading this list was Flipkart in Q2 with incoming calls made to it by customers increasing from 39 million to 53 million between Q1 and Q2. Flipkart’s total call traffic including incoming and outgoing calls was 91 million in Q1 which went up to 126 million in Q2.
During Q2 there was a general increase of call volume to most companies, with PayTM, Amazon, and eBay showing most movement, clearly indicating that Indians are more than happy to shop online now.
Online Cabs Galore: The beauty of door to door service
Coming to the way Indians book cabs online, overall call volume to cab or car service has gone from 2.23 billion calls in Q1 to 2.43 billion calls in Q2. However, the number of monthly calls to and from the industry has stayed roughly the same over the period indicating that traditional car services and cabs are still going strong.
If a comparison has to be made between Uber and Ola, two of the biggest taxi calling services In India currently, Ola has clearly been witnessing a sharp growth. Compared to Q1, when Ola made 46 million outgoing calls to customers and received 33 million incoming calls, Q2 saw it receiving 42 million calls and making 51 million outgoing calls. As for Uber, there was hardly any difference in its call traffic, both incoming and outgoing, between Q1 and Q2. While Uber’s Q1 reported 22 million outgoing calls and 11 million incoming calls, Q2 saw it making 21 million outgoing calls and receiving 11 million incoming calls.
Ola saw a jump from 71 per cent in call traffic (incoming and outgoing) in Q1 to 76 per cent in Q2 while Uber went down from 29 per cent call traffic (incoming and outgoing) in Q1 to 26 per cent in Q2.