Home >> Digital >> Article

Lack of trust, loyalty holding back e-comm: Experts

06-September-2012
Font Size   16
Lack of trust, loyalty holding back e-comm: Experts

The opportunities for e-commerce growth in India are many, but so are some challenges that plague this domain. Overall, the growth drivers for e-commerce include the huge market that India offers, besides with more and more of the younger generation taking to shopping online for the convenience, wide range and bargain deals, industry experts are optimistic about the industry picking up in a big way in the near future.

The challenges
Creating efficient models to reach out to consumers, driving loyalty and delivering on the promise are some of the challenges listed by Suneet Manchanda, Co-founder & COO, Ladyblush.com. He further felt that Cash on Delivery (COD) and reach also played critical roles, and added that there should be more cities and more pin codes as “volumes are waiting to happen”.

For Harish Bahl, Founder and Chairman, Smile Group, going on to mass media and creating the market are the key challenges. Other hiccups include how e-commerce players create reasons for the consumer to shop online, how to create profitability and the need to go beyond disruption in terms of more dollars to spend.

While the headroom is large, the challenge is about building trust, spreading awareness. The growth triggers would be price and convenience for a market set to grow to $8 billion, noted Nikhil Rungta, Country Marketing Head, Google India.

Equally important is concentrating on creating a brand image, said Amit Tiwari, Country Head Media & Digital, Philips India, who felt that getting into the domain of creation of brands is the biggest challenge.

For Roy De Souza, CEO, Zedo, customer service is the main challenge.

The opportunities
Ladyblush.com’s Manchanda sees a huge opportunity in ‘Bharat’, which is not on the radar of present day e-commerce companies.

Some industry experts see the growing use of technology spurring the growth of e-commerce. “The opportunity will be the use of tablets, which will be good for the e-commerce experience and volumes will take off,” said De Souza. A good indication is Micromax tablets, which have clocked 17,000 units per month. Manu Kumar Jain, Co-founder, Jabong.com, observed that Amazon coming to India would be good for everyone. He also felt that the opportunity lay in offering discounts, though cash on delivery would remain a challenge.

According to Samarjeet Singh, Director-Founder, Iksula, the consumer is both the challenge and the opportunity. Agreeing with De Souza, Singh, “The Indian industry has not seen much of customer service, hence, there is a big opportunity in changing that notion.” Singh added, “The challenge also is consumer’s lack of trust and the onus is on the industry to remove that fear.”

On a more positive note, Siddharth Sethi, Director, Xaxis, sees fantastic opportunities for everybody. “Now we are talking about profitability and there will be lots of success stories,” he added.

The panellists were speaking at the Pitch Roundtable on e-commerce, organised by exchange4media in New Delhi on August 30, 2012.

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

Guest Column: From expecting the unexpected to the importance of team work, Sharma explains what PR professionals can learn from the football world cup

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns