E-Commerce – a Case from Indian Perspective

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2012
ARRAY CONSULTANCY SERVICES 264 Shanti Pally, Kolkata West Bengal, India 700042 Satish Kr. Goenka Jindal Global Business School O. P. Jindal Global University Sonipat, NCR of Delhi

[E-COMMERCE – A CASE FROM INDIAN PERSPECTIVE]
An overview of Indian E-Commerce with a detailed case on RedBus.in

Table of Contents
Disclaimer ............................................................................................................................................... 3 Acknowledgement................................................................................................................................... 4 Electronic Commerce .............................................................................................................................. 5 Major divisions of E-commerce ............................................................................................................ 5 Business Application ............................................................................................................................ 5 Global Trend of E-Commerce ............................................................................................................... 6 Impact on Markets & Retailers ............................................................................................................ 6 E-Commerce in India ............................................................................................................................... 7 Market Size & Growth ......................................................................................................................... 7 Facts of Indian E-Commerce ................................................................................................................ 8 Capital to Play Differentiator ............................................................................................................... 8 Key Drivers to Success of E-Commerce in India .................................................................................... 9 Reduced operational cost ................................................................................................................ 9 Easy to compare: ............................................................................................................................. 9 Safe & secure ................................................................................................................................... 9 Increased reach for the merchant .................................................................................................... 9 Shopping 24×7 ............................................................................................................................... 10 Social media trend ......................................................................................................................... 10 Others ........................................................................................................................................... 10 Top Five Challenges of Indian E-Commerce Market............................................................................ 10 High Customer Acquisition Cost ..................................................................................................... 11 High Churn/ Low Loyalty ................................................................................................................ 11 Cash on Delivery ............................................................................................................................ 11 High Cash Burn Rate ...................................................................................................................... 12 High Inventory/ Poor Supply Chains ............................................................................................... 12 E-Commerce in the Non-Metros...
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