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M-commerce to prove game-changer for e-commerce, say experts

09-April-2015
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M-commerce to prove game-changer for e-commerce, say experts

India is going through a revolution of sorts in terms of e-commerce. Experts believe that M-commerce is becoming the future of E-commerce.

As the number of devices increases, recent trends suggest that we will only see mobile become more integral to business. Companies that make their inventories easy to browse and buy through mobile devices will create more customers.

According to market reports, 50 per cent of total online orders coming from mobile. With such data at hand, it is only a matter of time that transactions from mobile devices will take over those from desktops.

Myntra recently announced its plans to become a mobile-only marketplace by the end of the year. Snapdeal declared that 65 per cent of their orders come from mobile, and by the end of the year, they expect the proportion to be about 90 per cent. With such intimidating percentages skewing towards m-commerce, e-commerce merchants are proving to be the front-runners in embracing mobile as the next big marketplace.

According to Dippak Khurana Co-founder & CEO, Vserv, after e-commerce another thing today that is catching everyone’s attention is m-commerce. For marketers, it is like putting a store in your customer’s pocket. “Whether it’s on smartphones, smartwatches or tablets, we can now browse and buy just about anything we want, anywhere, anytime. It also presents an enormous challenge, with customers expecting a consistent shopping experience across offline stores, conventional e-commerce, and mobile apps,” he said.

“Today brands and a significant number of our population has realized the fact that internet is just not Facebook and is much beyond than that. E-commerce will soon shift to M-commerce and there will be a significant change in the way e-commerce is being accepted in our country,” he added.

Nikhil Rungta SVP & CMO – Digital, Social and eCommerce, Reliance Jio, said, “Unlike earlier days today people have gone beyond just surfing Facebook. For any e-commerce brand to succeed, it is important for them to understand and cater to the omni-channel demand of the consumers.”

Saran Chatterjee, VP-Products, Flipkart, had a similar opinion. He said, “What it takes to succeed in mobile commerce and be future ready is to integrate mobile operations seamlessly into omni-channel strategy. Today, consumers are occupied with a lot of screens around them and they prefer utilizing every single second of their lives.”

India is increasingly becoming a mobile-first country. Mobile is the only connected device for many consumers in Tier 2 & Tier 3 cities, as well as rural regions.

Online merchants are well aware of the rising mobile-first e-commerce landscape in India. However, they struggle to understand what adopting mobile means. It means a lot more than a responsive site. It means doing everything it takes to acquire, engage and retain mobile customers. Or they might as well kiss these customers goodbye.

“As it is quite visible that the e-commerce battle in India is heating up and it is important for brands to understand how data and technology are being used to provide premium experience to online shoppers. We need to focus on the challenges that are being faced and work on ways to overcome the same,” said Sandeep Komaravelly Sr. VP – Marketing, Snapdeal.com.

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