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India B2C E-Commerce Market 2019


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Countries Covered: India

Pages: 57

Publication Date: 18/09/2019

Questions Covered in the report:
How does the B2C E-Commerce market in India rank compared to other countries in Asia-Pacific and worldwide?
What projections are made for online retail sales in India through 2023 and beyond?
Which product categories do online shoppers in India buy the most?
How does the development of B2C E-Commerce vary between urban and rural India?
Who are the leading companies by gross E-Commerce sales in Indian B2C E-Commerce?

Key findings:

India is one of the fastest growing B2C E-Commerce markets in Asia-Pacific

Growing Internet connectivity and M-Commerce drive the online retail market in India

B2C E-Commerce currently accounts for low one digit percentage of India’s overall retail sales, but it is expected to grow to low double digit value by 2026. At the end of last year, about four in ten of the Indian population was online. However, less than 60% of Internet users can enjoy the service regularly without disruptions, according to a source cited in the yStats.com publication. Nevertheless, the share of Internet users making purchases is growing, projected to rise from a low double digit figure in 2018 to more than one-half by 2027. Furthermore, with the growing smartphone user penetration, M-Commerce is set to become the principal way to shop online in the country.

Smaller cities and rural areas are predicted to take over further development of E-Commerce in India

By 2026, the overall Internet penetration rate in India is forecasted to reach over sixty percent of the population, according to a source cited in the yStats.com report. However, Internet connectivity in India varies significantly between urban and rural areas. Furthermore, smaller cities and rural areas are expected to supply most of the new Internet users, online shoppers and spending power in the near future. The number of Tier-II online shoppers is predicted to grow exponentially by the end of this decade, according to a source cited in the yStats.com publication.

Amazon and Flipkart fighting for leadership of the B2C E-Commerce market in India

According to a source cited by the yStats.com report, Amazon was the leading company in terms of online sales in India in 2018, closely followed by Walmart-owned Flipkart. However, the forecasts for 2023 put Flipkart ahead of Amazon. These two giants are fighting over the leadership in India, trying to improve the user-friendliness of their services and pumping money in new investments. Also, the competition is fierce on the payment scene, with Paytm, PhonePe and MobiKwik, among others, fighting for their slice of the payment cake. The China-based E-Commerce giant Alibaba.com, who is also known as the investor in start-ups like Zomato, Paytm, Paytm Mall, BigBasket and Xpressbees, recently decided to hit the pause button on further investments in India to focus on its existing portfolio.

1. Management Summary

2. Overview & International Comparisons

  • B2C E-Commerce Market Overview and International Comparisons, September 2019
  • Top 10 Countries by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
  • Top 10 Countries by Retail E-Commerce Sales Growth, in %, by Argentina, Canada, China, India, Indonesia, Malaysia, Mexico, Philippines, Russia, South Korea and Worldwide, 2019f vs. 2018
  • M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
  • Preference of Online Shopping Over Offline Shopping, in % of Consumers, by China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam, August 2018

3. Trends

  • Mobile Internet Users, in millions, October 2015, December 2016, 2017 & 2018
  • Breakdown of Total Internet Visits, by Mobile Site/ App and Desktop, in % of Total Visits, 2015 – 2017 & 2020f
  • Smartphone Users, in millions, 2018, 2020f & 2022f
  • Smartphone User Penetration, in % of Population, in %, 2018 & 2025f
  • Retail M-Commerce Sales, in USD billion, 2018 & 2021f
  • M-Commerce Sales, by In-App Sales, Mobile Browser Sales, and Total M-Commerce Sales, in USD billion, 2018
  • Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
  • Shopping Activities Researched on Smartphone, in %, and Preferred Device for Online Shopping, in % of Internet Users, 2018
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, May 2018
  • Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018

4. Sales & Shares

  • Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2016 – 2023f & 2026f – 2027f
  • E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2016-2018e, 2021f, 2023f & 2026f

5. Internet Users & Online Shoppers

  • Number of Internet Users, in millions, 2018 & 2023f
  • Number of Internet Users, in millions, by Urban and Rural, 2017 – 2019e
  • Internet Penetration, by Urban, Rural and Total, in % of Population, December 2018
  • Internet Penetration, in % of Population, 2017, 2020f & 2026f
  • Number of Internet Users, in millions, by User Type, 2018
  • Online Shopper Penetration, in % of Internet Users, by Two Comparative Estimates, 2017 – 2018, 2023f & 2027f
  • Number of Online Shoppers, in millions, by Metro, Tier I and Tier II, 2017 – 2020f
  • Breakdown of GMV of Online Retail, by Tier-II and Rural Shoppers and Tier-I Shoppers, in %, 2018 & 2023f

6. Products

  • Top E-Commerce Merchant Segments, in % of Total E-Commerce Value, 2018
  • Online Grocery Market, in USD billion, and Penetration, in % of Total FMCG Market, 2016 – 2017 & 2020f
  • Online Furniture Market, in USD million, by Metro and Tier I, Tier I and Tier III and below, 2017 – 2020f

7. Payment

  • Breakdown of Payment Methods in E-Commerce by Payment Value, in %, 2019e
  • E-Commerce Enabled Card Penetration Rate per Capita, by Card Type and Total Cards, 2018
  • Key Reasons for Usage of Digital Payments, by Metro and Non Metro, in % of Digital Payment Users, 2019e
  • Top 3 Mobile Payment Services, in % of Monthly Transactions, March 2019
  • Top 3 Mobile Payment Services, by Average Transaction Size, in INR, March 2019

8. Delivery

  • Breakdown of E-Commerce Logistics Market by Logistics Service Provider Types, in %, 2018
  • Average Shipping Value, Net Margin, Cost of Delivery, Last Mile Delivery Cost, Net Profit, in INR, Net Margin, in %, by Current and Potential, December 2018

9. Players

  • Overview of B2C E-Commerce Players, August 2019
  • E-Commerce Gross Sales, in USD billion, by Amazon and Flipkart, 2018 & 2023f
  • Alibaba Group Holding Ltd
  • Flipkart Online Services Pvt. Ltd.
  • Ola Electric Mobility Pvt Ltd
  • Paytm Mobile Solutions Pvt. Ltd.
  • PhonePe Internet Pvt Ltd
  • Walmart Inc.
  • Amazon Seller Services Pvt. Ltd.
  • Foodpanda GmbH
  • One Mobikwik Systems Pvt. Ltd.
  • Payzapp
  • Uber Inc.

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