Ecommerce trying the ‘App’ropriate move

Competition in the eCommerce space is getting hotter and hotter. E-tailers are trying their best to outdo the competition by offering discounts, organising flash sales, launching contests and more. However, another bigger trend that we are observing in the eCommerce industry is: ‘the app’ move.

E-tailers are encouraging consumers to shop using their apps these days by offering extra discounts, freebies and more such things. Does this ring a bell? If you are an eCommerce shopper, then it defintely will. But did you ever think, why are eCommerce players making this move?

Coz mobile data is on rise
We feel that eCommerce players are making this move considering consumers’ Internet consumption patterns. A recent study by Indian mobile network points out that 75% of Indians own a mobile device as against 15% getting access to broadband Internet. In addition, there are also studies, which reveal that an Indian user spends an average 200 minutes a day on smartphones and user base for the same is expected to grow to 205 million by this year. And what else could be a better way to tap this consumer base other than ‘app’.


e-tailers to kill their desktop sites?
The way eCommerce players are going aggressive about apps, saying that their desktop sites would have an untimely death would be wrong—but the scene could change in the near future. The first visible signs for this are the stats which suggest that online fashion companies like Myntra have 80% of traffic and 60% of sales coming from its mobile app.



App: The next ‘in-thing’ in eCommerce

As per analysts, the day isn’t far when 80-90% orders would start coming through app, the daily has reported.
In Tier-II/ Tier-III cities, penetration of Internet is much less and people still rely on brick and mortar stores. In those areas, accessing to eCommerce through mobile is easier and convenient.

A regular buyer through apps of various eCommerce companies, Sweta told BI, “It’s all about on the go! Since I’ve a fascination for shoes the entire stretch I travel in Delhi metro, I would browse shoes across all online stores. Whichever suits my pocket and choice, I just buy it instantly. Moreover, the mobile screen being smaller than web, the designing is more crisp and convenient.”

No wonder, to cheer up more buyers through mobile, eCommerce companies like Amazon and Flipkart are offering extra discounts to buyers ordering through apps. Amazon’s ‘Appiness’ offer last year had increased its traffic through app by 4 times and more.

Mausam Bhatt, senior director, marketing (mobile and digital marketing) of Flipkart had said "Over the past year we have been seeing that there is an increase in growth coming from our mobile app. A majority of this growth is coming from outside of metro cities. So, we are taking this opportunity to connect with our consumers better and grow the user base for our mobile app by having a shopping festival exclusively there.”

(Image: Reuters)