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<ul><li>Myntra is offering extra discounts on its products, if the customer opts for ‘no return.’ </li><li>The move is to cut down on the large number of returns on the ordered items. </li><li>The offer is applicable to products from lifestyle, apparel, electronics and home decor categories. </li><li>The e-commerce stores get nearly 15%-20% of returns on purchased items, according to a consulting firm in India.</li></ul>Flipkart’s subsidiary Myntra is wooing its customers by offering additional discounts on its products. But, that comes with a ‘no return’ policy. This means if the customers want to opt for additional discounts, they will have to give up on the benefits of free returns and exchanges for the products they ordered. In order to avail the extra discount, the buyer has to go for ‘non-returnable’ option while making the purchase. The additional discount on the products is up to 4%, if the buyer chooses to not return the product. The online fashion store is reportedly <a href="https://economictimes.indiatimes.com/industry/services/retail/myntra-to-offer-more-discounts-on-promise-of-no-return/articleshow/69034265.cms?utm_source=ETTopNews&amp;utm_medium=HPTN&amp;utm_campaign=AL1&amp;utm_content=23">exercising the scheme</a> to cut down on the large number of returns on the ordered items. According to a consulting firm tailing the retail industry in India, the e-commerce stores get nearly 15%-20% of returns on purchased items. This may be due to the fact that the returns are easy and non chargeable, it added. This scheme is valid on collection under lifestyle, home decor and electronics among others. However, the additional discount varies from product to product. Myntra is boosting its customer experience with lucrative offers, Amar Nagaram, heading Myntra, Jabong reportedly said. We keep on experimenting new features, keeping in mind the performance, he added According to an ET report, the move will benefit both the company and its customers since some measure of the amount saved on reverse logistics will go to its customers. However, the scheme has not been floated by Flipkart or its other subsidiary Jabong. The e-commerce fashion giant has been rolling out<a href="https://yourstory.com/2017/11/myntra-ties-goonj-cause-donate-redeem-upgrade-fashion"> attractive offers</a> for quite sometime now. Earlier in 2018, the company floated an initiative in collaboration with Goonj, that allowed customers to upgrade — buy new products in return of the old clothes. Separately, as an upgrade to its fashion store, Myntra, in October, also launched its <a href="https://www.indiaretailing.com/2018/10/29/fashion/myntra-launches-its-in-house-plus-size-brand-sztori/">‘plus size’ </a>brand Sztori, targeting a larger range of sizes for customers. See also: <a href="https://www.businessinsider.in/sportswear-brand-under-armour-head-to-india-to-take-on-nike-adidas/articleshow/68250588.cms">Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas</a> <a href="https://www.businessinsider.in/the-indian-government-just-dealt-a-serious-surprise-to-amazon-and-flipkart-heres-what-that-means-for-online-shoppers/articleshow/67272151.cms">The Indian government just dealt a serious surprise to Amazon and Flipkart — Here’s what that means for online shoppers</a> <a href="https://www.businessinsider.in/has-amazon-overtaken-flipkart-the-answer-depends-on-who-is-asking/articleshow/66863163.cms">Has Amazon overtaken Flipkart? New numbers reopen the debate</a>

Myntra is luring its customers with additional discounts — but there’s a catch

<ul><li>The Beauty &amp; Personal Care market is thriving and one of the fastest-growing consumer markets, driven in particular by the Cosmetics and Skin Care segments, as per Statista’s latest report.</li><li>Myntra’s upcoming End of Reason Sale to offer 38,000 styles from over 750 brands in its Beauty and Personal Care segment.</li><li>On course to add 500 more brands and offer 50,000 style options by 2022.</li></ul>Myntra is witnessing strong growth in the Beauty and Personal Care segment on its platform. The category has registered over 2.5X YOY growth on Myntra and is expected to continue the growth momentum into 2022. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, EORS (End of Reason Sale), slated to be held this month. According to Statista, India's beauty and personal care market, estimated at $25.9 billion in 2020, is projected to reach $32.7 billion by 2023, growing at a CAGR of 8.1 percent. Revenue in the Beauty &amp; Personal Care market amounts to US$22,338 million in 2021. The market is expected to grow annually by 6.95% (CAGR 2021-2026). Beauty &amp; Personal Care is currently the fastest-growing category on Myntra, and is strategically showcased through platforms such as Myntra Studio and M-Live that drive engagement and build salience for brands in the category through DIY videos and live tutorials led by a charter of sought-after beauty influencers. For the upcoming edition of EORS, Myntra is gearing up for its largest-ever edition and in the last few months has added over 50 brands including Dermalogica, Anastasia Beverly Hills, W Beauty, Pilgrim, Swiss Beauty, and Syska Appliances, to participate in its flagship event. With never-before offers on brands, exciting propositions for all first-time beauty and personal care shoppers, and other interesting basket offers, shoppers have a lot to look forward to, in the upcoming EORS. Myntra continues to scale its Beauty and Personal care portfolio and currently houses 750+ brands and 38,000 styles, of which 400 brands and 15,000 styles were added this year alone. The emerging go-to BPC destination is aiming at adding another 500 brands in 2022, taking the total number of options to 50,000 styles. Myntra is witnessing a steady 3X increase in basket size. Myntra’s 15-day return policy has also enabled its consumers to have a smooth and hassle-free buying experience. In addition to this, the category is riding firmly on the back of its popular brand campaign led by Bollywood’s style icon, Disha Patani, who is the brand ambassador for this segment on Myntra. On the technology front, features such as AI-powered Skin analyser tool and virtual try-on are enabling consumers to undertake informed buying decisions on the platform. Some of the prominent international and domestic brands that were added on Myntra this year include Benefit Cosmetics, Bath &amp; Body Works, and Kora Organics among others. From a consumer demand perspective, Face Moisturizer, Kajal &amp; Eyeliner, Face Wash &amp; Cleanser and Lipsticks are some of the top selling items. Apart from these, fragrances and appliances, such as trimmers, are also some of the key categories that consumers flank the platform for. The top article types within categories such as make-up, are Lipsticks, Foundation &amp; Primer, Kajal &amp; Eyeliner, Eyeshadow, Highlighter &amp; Blush; Under skincare, the leading products include Face moisturizer, Face Serum, Mask &amp; Peel and Sunscreen; Under haircare, the leading products are, Hair Colour, Hair Oil, Hair Serum, Hair Cream &amp; Mask, while Body Lotion, Body Wash and Body Oil form an integral part of the Bath &amp; Body category. During EORS-15, shoppers can expect Buy 1 Get 1 on select brands and free shipping on orders above Rs 499. Ahead of the event, Myntra has also collaborated with some of India’s favorite celebrities, such as Salman Khan for Frsh, Virat Kohli for One8, and Sara Ali Khan for Maybelline to share special mentions from their social media channels to drive traction for the category.

Exclusive: Myntra to increase its focus on Beauty and Personal category; plans to add 500 brands and 50,000 styles by 2022

The online fashion and lifestyle company <keyword id="319719" type="COMPANY" weightage="100" keywordseo="Myntra">Myntra</keyword>, which was acquired by e-commerce giant <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> in May 2014 will be launching a uniform size chart by the middle of next month so that merchandise returns can be reduced. 
 
The company feels that this will help reduce the cost of incremental logistics, believing that nearly half of the returns are because of customers failing to select the right size of clothing. 
 
"Every brand, international or national, has its own measurement guideline, which often confuses consumers. This has resulted in nearly 50 per cent of returns on the platform," Ashutosh Lawania, cofounder of Myntra, told ET. 
 
As of now, Myntra has nearly 2,000 brands on its platform, and with this move, it aims to cut the overall return rate by 30%. 
 
"In the West, there is standardisation of sizes and all retailers and manufacturers follow it. In India, every brand has its own understanding of sizes," said Harminder Sahini, managing director of Wazir Advisor. "Hence, this will address a big pain point of consumers shopping online where you don't have an option of trying and then buying the product." 
 
<a href="https://www.youtube.com/watch?v=cmtvTPfoWYE">Image source</a>

Myntra to launch a uniform size chart to reduce returns

<ul><li>Try not to shop for what you may need and only purchase what you definitely need. There will always be a sale later.</li><li>While most large online outlets offer your money back on returns, few don’t, so always read the terms and conditions.</li><li>In the urge to buy something unique or cheap from international sites, you may end up paying a stupid amount on import duty. </li></ul> There was a time not so long ago when <keyword id="6368952" type="UNKNOWN" weightage="20" keywordseo="Shopping">shopping</keyword> was an ‘event’ for an ‘event’ - a wedding in the family, a religious festival, a birthday and a few other special occasions. But now, it is something that is indulged in almost every other day or week. And while some find the experience of going to a mall thrilling, that insatiable need to shop⁠ ⁠or to find great discounts and deals is more or less limited to a phone or a computer because of the current COVID-19 situation. While it may be tough to ignore the plethora of sale notifications from companies like <keyword id="18635" type="COMPANY" weightage="20" keywordseo="Amazon">Amazon</keyword> and <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> telling us about the fabulous deals they have in store, it is crucial to be mindful of the points below before investing our hard-earned money. 1. Make a wishlist: It is easy to jump into a rabbit hole of <keyword id="6357762" type="UNKNOWN" weightage="20" keywordseo="online-shopping">online shopping</keyword> and buy everything cheap just because you may need it later or may fit into it later. Try not to shop for the ‘mays’ and only purchase what you need now. There will always be a sale later. 2. Take time to scour the internet: Just like you don’t walk into a shop and buy the first thing you see, don’t just buy the first thing you see online that meets your requirement. While it may be tempting just to click ‘buy now’ when you see something exciting, and on sale online, it is advisable to do your research and check out a bunch of sites before you hone-in on a product. It’s common to stumble upon an identical item cheaper on another site. 3. Buy good quality out-of-season articles and save them for later: While buying for the upcoming season may seem like the sensible thing to do, what would be more prudent is to invest in premium quality products end-of-season. They are often dirt-cheap, and you may never be able to purchase it full price anyway. It may be a bummer to wait for months before you can wear your new purchase, but it will undoubtedly be rewarding when you do sift it out months later. In fact, it’s best not to buy these when the company is offering a sale, instead, look out for these items when the sale is not on, some sites have a permanent sale section for things that are low in stock, or they want to get rid of inventory since the season is gone. 4. Measure up: It is always best to take a tape measure and measure yourself or the space in which the item you wish to buy will go. However, some size charts can be quite deceptive. So, it may be a good idea to check out the sizes of your already-existing items and buy from the same brand or same size. Also, don’t buy something by just seeing the picture. There are hilarious memes out there when people have bought items thinking it’s of standard size and they turn out to be miniatures. 5. Make a note of the delivery time and delivery charges: No one wants to pay extra for delivery nor wait forever to receive an item. Some sites have an option wherein you can check the delivery time to your location by typing in your pin code, and some websites also have options of items that are ‘ready to be dispatched’ that will take a shorter period to arrive. There are instances where the site claims there is no delivery charge, but you will notice the same product in another site will cost you less even after paying the delivery charges. Another point to note is whether you will have to bear any cost if you have to return or exchange the product. 6. Go through the fine print, particularly the return/exchange policy: A big advantage to shopping online is the fact that you can ‘usually’ return a product and get your money back. However, while most large online outlets offer your money back, few don’t. They only offer exchange or store credit, and sometimes not even that. It would be wise to read the ‘shipping and returns’ terms and conditions or call the customer care and check with them. 7. If you are unhappy with the product, complain: It’s always smart to let the seller know if you faced any issues with the product. However, be kind and patient, a random rant by an irate customer is often ignored. Call, mail, chat, whatever floats your boat. If your problem is genuine, an enterprising seller may offer you a voucher to make up for a bad experience. 8. Be very careful while ordering from international websites: In the urge to buy something unique or cheap, you may end up paying a stupid amount in import duty. Also remember, once purchased, it will be close to impossible to return the item if dissatisfied. 9. Always read the user feedback: This feature may be unavailable in most sites, but some, like Amazon, <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword>, <keyword id="113593" type="COMPANY" weightage="20" keywordseo="Marks-Spencer">Marks &amp; Spencer</keyword> etc., have a feature where users can leave images and feedback on the product. Now, interpreting the feedback is also crucial. Beware of the always-disgruntled shopper who will buy a ₹100 headphone but expect Marshall-quality audio or disingenuous extra positive feedback probably written by the seller’s kin. Then, there is a genuine lot whose opinion is resonated by most, which is usually the best indicator of whether the product is worth buying. Also, go with your gut. If something looks too good to be true, it probably is. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/heres-how-indians-are-buying-tesla-facebook-and-apple-shares-through-brokerage-startups/articleshow/80403004.cms" data-type="tilCustomLink" target="_blank">Here’s how Indians are buying Tesla, Facebook, and Apple shares through brokerage startups</a> <a href="https://www.businessinsider.in/policy/economy/news/recession-in-india-will-end-latest-by-march-says-a-top-economist/articleshow/80399198.cms">Recession in India will end latest by March, says a top economist</a> <a href="https://www.businessinsider.in/budget/news/do-not-panic-when-finance-minister-nirmala-sitharaman-reads-out-the-revised-estimates/articleshow/80400869.cms">Do not panic when Finance Minister Nirmala Sitharaman reads out the revised estimates</a>

Nine useful tips to amp-up your online shopping game

<ul><li>Hindi on voice assistants is second biggest globally; 72% Indians prefer non-English language.</li><li>Amazon, Flipkart and Myntra were the top 3 online shopping destinations.</li><li>Groceries, fashion and health, beauty and personal care were the most searched product categories.</li></ul>MMA India, along with the AMMP Council and GroupM India, today launched an industry playbook titled ‘Modern Marketers Guide to Connected Consumer Journeys’. The guide is a compilation of learnings and insights by multiple industry experts and an analysis of the e-commerce landscape in India. In the context of the accelerated adoption of online channels, the playbook powered and supported by GroupM provides marketers with insights into the changing e-commerce landscape and the factors driving this shift. It also delves into the evolving customer buying journey and purchase patterns, sales-driving technologies such as Voice, AR/VR driving sales and effective channel strategy for improved business ROI. Speaking on the launch, <keyword id="6812225" type="General" weightage="20" keywordseo="moneka-khurana" source="Orion">Moneka Khurana</keyword>, MMA India Board Member; Country Head – India, MMA said, “This one-of-a-kind playbook led by MMA’s E-commerce council members outlines how organizations and digital business leaders can improve their understanding of the shift in consumer behavior and solutions that will drive the next phase of growth. Consistent digital exposure, combined with the presence of available omnichannel touchpoints, has resulted in the development of a new consumer purchasing process. MMA through its e-Commerce Council aims to build an overall understanding of the ecosystem and address cluster-specific issues improving capability in the omnichannel marketing. We hope this playbook will assist marketers and brands to effectively re-strategize their market approach – from the customers they target to the channels they sell through.” Shedding further light on the playbook, Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Consumers now have multiple sources for discovery and information research and today, it consists of highly connected non-linear moments. The growth in internet users, reduction in data prices and changing consumer behavior are the key growth drivers for the evolution of eCommerce in India. We understand the changing online retail market and how it is set to grow 3x in the next 4-5 years mainly driven by underpenetrated categories like grocery, education, health. Considering the emergence and growth of eCommerce platforms, this handbook provides A-Z solutions on how marketers can use eCommerce as a platform to enhance a brand’s reach in these rapidly evolving times.” Commenting on this initiative, KRS Jamwal, Executive Director, Tata Industries Ltd. Says, “It is indeed my pleasure to pen a foreword for this very timely and thoughtful playbook. After rapid growth in India's e-commerce market, while the focus on cost and delivery efficiency will remain, it will become hygiene. Going forward, platforms and brands will need to differentiate by providing customers with a better, preferably personalized, yet holistic buying experience that enhances the browse and purchase journeys, and even attempt to bring aspects of the in-store experience online, leveraging tech. The MMA report provides an overarching view on consumer behavior shifts as well as identifies challenges that organizations may face as a result of those shifts, with best practices and possible solutions." Key highlights: Landscape: India today has 622 million internet users (8% growth over 2019) and is expected to touch 900 million users by 2025. With affordable data prices, consumers are increasingly becoming more “digital”. The online retail market is set to become 3 folds in the next 4-5 years, majorly driven by under-penetrated categories like grocery, education, and health. Voice, Video, and Vernacular: Though voice is at a nascent stage Indians are leapfrogging on Voice adoption; the market is expected to grow by 40% by 2022. Not just on Google Assistant, voice is rapidly growing as a preferred medium of input across Search and YouTube. Online video spends have seen the highest growth rate of 46% in 2020, as compared to other media channels. Online content consumption grew 35% post COVID, with a total growth of 13% in time spent on OTT from January 2020 to January 2021. Vernacular internet users prefer voice find voice a more natural way of interacting with technology which helps reduces friction. Hindi on voice assistants is the 2nd biggest language globally after English, while Hindi <keyword id="504074" type="General" weightage="20" keywordseo="voice-search" source="Orion">voice search</keyword> queries have seen 400% growth y-o-y. Pre-purchase: Urban internet users are relying on online platforms for product research. 62% of urban users are researching products online before making any purchase either online or offline. 50% of offline shopping across categories involves online product research. Channel Choice: The biggest retail trend is the increasing popularity of the direct-to-consumer or DTC model. D2C brands are witnessing a high number of subsequent funding rounds and strategic sale to incumbents. Working through a middleman can block access to end consumers. Brands with a DTC model can leverage direct relationships through loyalty programs, special discounting and promotions and unique and category-specific shopping experiences. Purchase: Online retail is shifting from electronics to grocery. 73% of customers have purchased through online shopping platforms in the past 12 months. The deciding factors are - 63% on product quality, 55% on price and 55% on product information, return and cancellation policy, and product warranty. There has been an interesting purchase pattern in the consumer journey in the last 3 months where Amazon, Flipkart and Myntra were the top 3 online shopping destinations and <a name="m_-845459193505835215__Hlk80787303">groceries, fashion and health, beauty and personal care were the most searched product categories</a>. Conversational Commerce, Voice Search, Video Streaming and Augmented Reality will also help brands drive their ecommerce strategies.

Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

<ul><li><keyword id="80487" type="ORGANIZATION" weightage="20" keywordseo="walmart">Walmart</keyword> now owns a 77% stake in <keyword id="6354742" type="PERSON" weightage="100" keywordseo="Flipkart">Flipkart</keyword>.</li><li>The company will invest $16 billion for its stake.</li><li>Flipkart founder, <keyword id="225032" type="PERSON" weightage="20" keywordseo="Sachin-Bansal">Sachin Bansal</keyword>, is exiting the company, as is chief investor <keyword id="163404" type="ORGANIZATION" weightage="20" keywordseo="Softbank">Softbank</keyword>.</li></ul> The Walmart-Flipkart deal is finally official, with the US-based retail giant acquiring 77% stake in the Indian unicorn. Flipkart’s chief investor Softbank is selling off its shares, as is its founder Sachin Bansal. The deal has been in the works since September 2016. At the time, Walmart wanted to acquire a minority stake in the company. Today’s announcement marks a landmark in both the Indian startup and e-commerce industry. Flipkart has been one of the biggest success stories in the country, starting from a 2BHK apartment over a decade ago. Here’s how the company’s journey played out. The Journey 
	
	
	
	
	
	
	<div type="image" title="flipkart info" msid="64100303" hostid="261"></div>















 <ul><li>Flipkart began in 2007, when the Indian e-commerce market was untapped. Sachin Bansal and <keyword id="6364080" type="PERSON" weightage="20" keywordseo="binny-bansal">Binny Bansal</keyword>, the founder of Flipkart, began the company as a replica of <keyword id="18635" type="LOCATION" weightage="20" keywordseo="Amazon">Amazon</keyword> for the Indian market.</li></ul><ul><li>It opened its first office in Bangalore in 2008 followed by expansions in Delhi and Mumbai. It even launched its 24x7 customer service too.</li></ul><ul><li>In 2009, Accel Partners invested $1 million in the company.</li></ul><ul><li>In 2010 they pioneered the Cash-on Delivery payment mode in India. With this, the company launched its logistics department Ekart and announced a 30 day return policy.</li></ul><ul><li>In 2011, Flipkart launched their digital wallet, and acquired Chakpak and Mime360. By now they delivered to over 600 cities.</li></ul><ul><li>In 2012, they launched their mobile app, bringing the marketplace in the hands of the consumer.</li></ul><ul><li>Flipkart also introduced the Next Day Shipping Guarantee in 2013.</li></ul><ul><li>It raised more funding, worth $160 million in 2013.</li></ul><ul><li>Over the years, the company grew exponentially with acquisitions of e-tailers like Myntra and WeRead. Huge investments even came in from investors across the globe. </li></ul><ul><li>In 2016, it was the first indian app to cross 50 million users, while it also crossed the 100 million registered user threshold.</li></ul><ul><li>The biggest investment came in from Japanese SoftBank, which made a $2.5 billion bet on the Indian unicorn and e-commerce giant. .</li></ul><ul><li>Sachin Bansal, founder of Flipkart, stepped down from his post as the CEO in 2016. This was filled in 2017 by <keyword id="6379357" type="PERSON" weightage="20" keywordseo="kalyan-krishnamurthy">Kalyan Krishnamurthy</keyword>, who took over from Binny Bansal.</li></ul><ul><li>Flipkart acquired Myntra for $300 million in 2014 and <keyword id="6388367" type="LOCATION" weightage="20" keywordseo="jabong">Jabong</keyword> for $70 million in 2016.</li></ul><ul><li>In 2018, the company consolidated all its Bangalore offices into one large campus with an area of .83 million square feet.</li></ul><ul><li>In terms of finances, <keyword id="3515858" type="ORGANIZATION" weightage="20" keywordseo="flipkart-group">Flipkart Group</keyword> incurred losses of ₹87.7 billion attributable to the owners of the company in FY17, which rose from ₹52.16 billion in FY16. Consolidated revenue increased by 29% to ₹19,855 crore in FY17.</li></ul><ul><li>Flipkart had wiped out half of its $6.1 bn investments as <a href="https://www.bloombergquint.com/business/2018/03/21/flipkarts-losses-have-wiped-out-half-of-66-billion-injected-by-investors">of early 2018</a>.</li></ul><ul><li>As of now the company is valued at $20 billion.</li></ul>

How Flipkart went from being an online bookseller to India’s biggest e-commerce story

<ul><li>As we enter a brand new year, we want to crystal gaze into what the year holds for us. </li><li>In today’s feature, e-commerce players tell us what lies ahead in 2021. </li></ul>With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Being stuck at home because of the pandemic further triggered the desire to make life and work easier at home, which resulted in a significant increase in <keyword id="10547863" type="UNKNOWN" weightage="20" keywordseo="shopper-spends">shopper spends</keyword>. People who would otherwise go out to buy groceries and medicines at the pharmacy, turned to e-commerce platforms to get essentials delivered at their doorsteps. 2020 accelerated the e-commerce industry by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double digit increase in average spend of <keyword id="237977" type="PERSON" weightage="20" keywordseo="online-shoppers">online shoppers</keyword> for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online. According to IBEF, ‘The Indian E-commerce industry has been on an upward growth trajectory and is expected to surpass the US to become the second-largest e-commerce market in the world by 2034. Indian e-commerce sector is poised to reach US$99 billion by 2024 from US$30 billion in 2019, expanding at a 27% CAGR, with grocery and fashion/apparel likely to be the key drivers of incremental growth.’ The second half of the year, which is the festive season in India, brought cheer for many brands and further pushed the adoption rate of e-commerce. Players like Amazon, Flipkart, Myntra, and Snapdeal together sold goods worth $3.1 billion in the first 4.5 days of the festival season sale. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. Snapdeal saw 70% of its orders come in from Tier II and Tier III during Diwali. The pandemic and lockdown period has brought many learnings for all businesses, and e-commerce has undoubtedly been one of the sectors with the biggest takeaways. As we enter a new year, we reached out to e-commerce platforms to understand what role it would play in 2021. Here is what they said: Anchit Nayar, CEO, <keyword id="7726437" type="PERSON" weightage="20" keywordseo="Nykaa-Retail">Nykaa Retail</keyword>: In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour- with scores of historically offline shoppers coming online due to convenience and safety. As the country reopens further in 2021 we see the customer seamlessly moving with ease between online and offline channels underscoring the importance of omnichannel retailers catering to customer preference. Another key trend for 2021 will be a focus on bringing more personalization and curation to customers shopping online through greater tech and marketing integration. Lastly - we believe social commerce is going to have a big impact this year. At Nykaa we have integrated our content into our shopping app thereby allowing customers to watch and shop at once. Sandeep Komaravelly, Director of International Growth at Shopify: Shopify’s first annual report* <a href="https://www.shopify.com/future-of-commerce/2021">Future of Commerce 2021</a> report brought together global merchant and consumer data to predict how the commerce landscape will shift in the coming year. It highlighted five key trends that will be prevalent next year. <ol><li>Young consumers will change the business landscape as ecommerce charges ahead.</li><li>Physical retail as we know it will transform, giving local businesses new advantages.</li><li>Consumers want to shop independent. Businesses will adapt to make that easier.</li><li>More consumers will vote with their wallets.</li><li>Modern financial solutions will disrupt business and consumer banking, financing, and lending.</li></ol>Although we have seen the greatest shift online among young consumers, the other key segments including middle aged and older consumers are also seeing significant numbers starting to go online for their shopping needs. We expect such habits to persist in 2021 as Indian consumers increasingly prefer to support independent brands and local businesses. Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, Pepperfry: In a post-pandemic world, the one guarantee is massive shifts in the outlook of humanity across a wide spectrum of things. As people, as societies and as businesses, there has been a sea change in what one values or considers in their decision making and actions. The illusion of continued uninterrupted safety, growth, progress have all been shattered. In such a scenario fundamental values have become paramount. Organizations and marketing teams that focus on foundational propositions will thrive and in my opinion the trend that we will see in the next few quarters will be about these fundamental matters. People have become more purposeful in their actions and consumption than ever before and marketers who can tap into this theme of purpose will be able to attract consumers to their offerings. While digital and social have enabled interactions over the last 5-10 years, the next stage of this trend is where simple interactions, evolve to become deep connections. Going beyond the transactional exchanges and building relationships is the second key trend that will drive the growth of businesses in future. Samarth Agrawal, CEO, Cofounder, MaxWholesale: The key e-commerce trend for 2021 will be D2C retail, as e-commerce is growing at a fast pace, new-age brands will capitalize this opportunity to grow direct-to-consumer reach to a $15-$20 million revenue run-rate online for their brand. For the medium and large brands, the operative word is going to be “omni-channel retail” as they will try to champion B2C and B2B e-commerce for growth. B2B e-commerce in India today is where B2C e-commerce was in 2015. Amazon Spokesperson: “The unprecedented situation of the pandemic has brought about a rapid adoption and acceptance of e commerce as an essential service. One thing we’ve learned this year is that how important a role Amazon and ecommerce can play with enabling policies – for our customers as much as for small businesses &amp; economy. Throughout the year, we remain focused on enabling small businesses to benefit from widest reach made possible by e-commerce as they adapted to the unprecedented situation. For customers, we continued to put together and safely deliver the best of products from our widest selection by top brands across categories to address their ever evolving needs. As the lines between online &amp; offline continue to blur, 2021 will see businesses seamlessly implementing an omni channel approach and leverage our investment in technology and infrastructure to help empower their growth.” Snapdeal Spokesperson: The lockdown saw shoppers order everything online, from groceries to stationery, from maths tutorials to yoga sessions. Covid-19 related disruption has brought fundamental and long term changes in the way people shop. Millions of new e-commerce users, including in smaller cities &amp; towns, are now comfortable buying online. The growing cohort of online buyers is also leading to deepening of the supply available online. Online has grown beyond just well-known brands to embrace a wide range of regional and seller brands, which offer a compelling value proposition of good quality at great prices. The range of products that users now browse for and buy online has grown significantly this year. It’s not only phones, gadgets, food and fashion that they buy online, but also everyday stuff like a new mop, cooking utensils, bed covers and much more. Till a year ago, customers usually preferred to buy such products offline after a good look and feel. Users are now turning to online channels more proactively to discover choices beyond the physical markets in the neighbourhood. Having experienced the vast selection that is available online, the basket for online users will become more diverse and will reflect their consumption in a more representative way.

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