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India B2C E-Commerce Market 2019

India B2C E-Commerce Market 2019

Online retail sales in India burgeoning, as reported by yStats.com

Online retail sales in India projected grow through spread of Internet connectivity by smartphone
While online retail’s share of total retail sales in India currently lags the percentages seen in mature markets, that share is projected to rise rapidly to a low double digit figure by the middle of the next decade. As this year began, less than half of the population of India could connect to the Internet, and connections were often sporadic. Projections cited in the yStats.com publication signal an Internet penetration rate of over 60% by 2026, with much of the growth attributed to smartphone expansion and increased connectivity in second-tier cities and rural areas. With this expansion, most online shopping in India will be done through smartphone.

Online merchants Amazon and Flipkart dominate digital retail in India
Global online sales giant Amazon led sales in India in 2018, but Flipkart was close behind, and forecasts included in the yStats.com report suggest that Walmart-owned Flipkart will be the leader within five years. Both companies are investing heavily in India in an effort to capture a greater online market share of online shoppers in the world’s second most populous nation.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, September 2019
Top 10 Countries by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
Top 10 Countries by Retail E-Commerce Sales Growth, in %, by Argentina, Canada, China, India, Indonesia, Malaysia, Mexico, Philippines, Russia, South Korea and Worldwide, 2019f vs. 2018
M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
Preference of Online Shopping Over Offline Shopping, in % of Consumers, by China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam, August 2018
3. Trends
Mobile Internet Users, in millions, October 2015, December 2016, 2017 & 2018
Breakdown of Total Internet Visits, by Mobile Site/ App and Desktop, in % of Total Visits, 2015 – 2017 & 2020f
Smartphone Users, in millions, 2018, 2020f & 2022f
Smartphone User Penetration, in % of Population, in %, 2018 & 2025f
Retail M-Commerce Sales, in USD billion, 2018 & 2021f
M-Commerce Sales, by In-App Sales, Mobile Browser Sales, and Total M-Commerce Sales, in USD billion, 2018
Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
Shopping Activities Researched on Smartphone, in %, and Preferred Device for Online Shopping, in % of Internet Users, 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, May 2018
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
4. Sales & Shares
Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2016 – 2023f & 2026f – 2027f
E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2016-2018e, 2021f, 2023f & 2026f
5. Internet Users & Online Shoppers
Number of Internet Users, in millions, 2018 & 2023f
Number of Internet Users, in millions, by Urban and Rural, 2017 – 2019e
Internet Penetration, by Urban, Rural and Total, in % of Population, December 2018
Internet Penetration, in % of Population, 2017, 2020f & 2026f
Number of Internet Users, in millions, by User Type, 2018
Online Shopper Penetration, in % of Internet Users, by Two Comparative Estimates, 2017 - 2018, 2023f & 2027f
Number of Online Shoppers, in millions, by Metro, Tier I and Tier II, 2017 – 2020f
Breakdown of GMV of Online Retail, by Tier-II and Rural Shoppers and Tier-I Shoppers, in %, 2018 & 2023f
6. Products
Top E-Commerce Merchant Segments, in % of Total E-Commerce Value, 2018
Online Grocery Market, in USD billion, and Penetration, in % of Total FMCG Market, 2016 – 2017 & 2020f
Online Furniture Market, in USD million, by Metro and Tier I, Tier I and Tier III and below, 2017 – 2020f
7. Payment
Breakdown of Payment Methods in E-Commerce by Payment Value, in %, 2019e
E-Commerce Enabled Card Penetration Rate per Capita, by Card Type and Total Cards, 2018
Key Reasons for Usage of Digital Payments, by Metro and Non Metro, in % of Digital Payment Users, 2019e
Top 3 Mobile Payment Services, in % of Monthly Transactions, March 2019
Top 3 Mobile Payment Services, by Average Transaction Size, in INR, March 2019
8. Delivery
Breakdown of E-Commerce Logistics Market by Logistics Service Provider Types, in %, 2018
Average Shipping Value, Net Margin, Cost of Delivery, Last Mile Delivery Cost, Net Profit, in INR, Net Margin, in %, by Current and Potential, December 2018
9. Players
Overview of B2C E-Commerce Players, August 2019
E-Commerce Gross Sales, in USD billion, by Amazon and Flipkart, 2018 & 2023f

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