作者：mayur saraswat，销售主管 - 数字，teamlease服务
互联网渗透率上升，数据访问成本下降，智能手机转移，信贷流向消费者以及微型企业国内消费增加，中产阶级富裕和收入增加等因素将有助于增长。 aspiration levels in India’s tier II and III towns. Amidst all this – few other things will shape the E-commerce landscape of India and in turn aid 发展 & market expansion for the incumbent players. April 2018 exited with 1054 million users on telecom services reflects a true potential to e-commerce business. Private equity and venture capital 投资 in the e-commerce industry in India touched a record US$ 11.2 billion in the first half of 2017, a 41 per cent rise over last year. Currently, ecommerce has 1-1.5 million transactions daily. After 100% FDI under automatic route is permitted in marketplace model of e-commerce, while FDI is not permitted in inventory based model of 电子商务, Government has started thinking of national 电子商务 政策 for legal framework to address the challenges of the sector.
Marketing will continue to be key to success as companies will need to continue their 投资 in acquiring customers and driving up their Gross Merchandising Volume (GMV). In-doing so they will need to invest in newer forms of marketing – Performance marketing being one. After-sales, services & customer care will continue to be critical – as a means to ensure customer retention and loyalty and it has to go hand-in-hand with the sales and 营销 efforts. In a crowded market-place e-commerce companies cannot afford to have a dis-satisfied customer – given the likely fallout of the same on social media, which can dent the 电子商务 brands image. Whilst big players are now investing into CRM and customer delight – all other players have to follow suit.
The future will also see increase leverage of technology. Live Chat bots and virtual assistants like - Siri, Google Voice, Alexa and Echo are fine examples of what 2018 will offer. It will likely help businesses handle real-time customer queries and offer product recommendations. Elsewhere, across the globe e-commerce and retail firms are increasingly leveraging data to get closer to their customers and influence their purchase decisions. In India too, we will see an uptake on Big-data as more and more companies will invest in the same and use predictive analytic tools & data models for improving sales and 营销 effectiveness. This will also increase reliance on data service & data analytics provider and also 电子商务 companies will look at hiring more Analytics & Big Data professionals on their rolls.
电子商务参与者面临的主要挑战之一就是弥合数字 - 物理鸿沟。尽管电子商务买家数量有所增加 - 而现在网上提供的产品/服务过多 - 但电子商务公司确实很难实现转换。他们需要确保客户能够体验到类似的触觉并感受到他们在现实世界中的感受，而这正是虚拟现实与ai技术日益相关的地方。我们已经有一些电子商务公司的例子，例如carat lane和lenskart为他们的客户提供广泛的虚拟购物体验 - 但我们将在未来看到更多这样的事情。
Along with all this, the e-commerce companies are beginning to look at actively expanding to tier II-III cities. Thanks to demonetisation, there is significant increase is usage of digital payments in the tier II-III towns, which makes it possible for 电子商务 companies to aggressively tap these markets. Also most ecommerce companies have strengthened their delivery network and reach in these cities, so they are able to effectively service these markets and even offer Cash on Delivery option. The expansion to tier II-III markets will not only result in top line expansion for these companies but also help create sales & logistics related jobs in these markets – as there would be need for delivery boys & sales guys to do merchant acquisition. Logistics sector will also get benefited by 电子商务 that will generate 1 million jobs by 2022 in last mile delivery.
E-commerce which is now ripe for consolidation – will see likely increase in M&A activities. 印度人 电子商务 market saw M&A deals worth $2.1 bn in 2017 and six transaction worth USD 226 million during January and April 2018 and the mother of all deals the Walmart- flipkart deal pegged at $16 billion. This has important consequences for the India market.