Strategy
The key players in the market have understood that Indian eCommerce is a different ball game altogether and the apply-to-all strategy is insignificant for Indian psyche. Most ecommerce companies had to tailor make strategies to operate. And now that
Now Amazon shipping abroad a model of operation perfected in India, it’s finally proven! According to The Economic Times, Easy Ship - a pick-up and delivery model that the world's largest online retailer employs in India, will be tried in the company's home market, the US, as well in the UK and China, but with some local adaptations to suit the requirements there.
Designed for India's legions of smaller sellers, Easy Ship ensures that the vendors don't require to stock products in Amazon's warehouses. Instead, Amazon's delivery person will pick up the product from the seller's doorstep when a consumer order comes in, according to the ET.
Since Indian law prohibits FDI in companies that sell online directly to consumers, most eCommerce companies funded by foreign investments work in a marketplace model where they lend their platforms for other vendors to sell products to consumers through them. With small traders participating in the business, delivery was becoming the hurdle as goods had to be first sent to warehouses.
Entering India, Amazon had realised that it would require more than its global Fulfillment by Amazon' logistics mechanism and a better seller-friendly delivery model to boost its growth in the country, which offered huge potential for ecommerce.
Amazon’s key focus being delivery at the earliest, Easy Ship model not only saved on time but the cost of logistics was made economical.
The company launched Easy Ship in April last year. It already accounts for 60% of Amazon's total shipments, reaching out to as much as 13,000 of the total 20,000 vendors on Amazon's platform.
(Image: Reuters)