Study Id70354 Ecommerce in India

ecommerceDB Country Reports
eCommerce in India 2021
With data
on the top
100 stores
November 2021
ecommerceDB Country Report
Report overview
The ecommerceDB Country Report ”eCommerce in India 2021” provides

a comprehensive overview of the state of the Indian eCommerce market
regarding consumers, markets, and its top 100 online stores in 2020.
The analysis in this Country Report is based on exclusive data from
ecommerceDB.com, the Statista Digital Market Outlook, and the Statista
Global Consumer Survey. It depicts significant data about
online shoppers in India, providing detailed insights about Stefanie Eden Anna-Lena Hoyer
their shopping interests, attitudes, and shopping patterns
Director ecommerceDB Team Lead ecommerceDB Reports
the Indian eCommerce market, including net sales

developments and forecasts, as well as extensive KPI
analyses
the competitive landscape in the Indian eCommerce

market with key facts about the top players, category
analyses, and a full list of the Indian top 100 stores
David Niemeier Lukas Peters
Junior Analyst Analyst
We hope our report proves to be useful and informative for you.
2
Content
01 Introduction 04 Indian stores: top 100 analysis

▪ Facts about Indian eCommerce ▪ Indian top stores
▪ Country snapshot: India ▪ Category insights
▪ Top 100 ranking
02 Consumers in India 05 Appendix

▪ Online shopper characteristics
▪ Online behavior
▪ Online shopping
03 The Indian eCommerce market

▪ Market structure
▪ KPI analysis
3
Introduction
This chapter summarizes some of the key findings of this
report and provides general information about the country.
▪ Facts about Indian eCommerce

▪ Country snapshot: India
4
Facts about Indian eCommerce: key findings
644 million 61% 46%

Consumers eCommerce users in Internet eCommerce
2021 penetration penetration
US$7bn 91% Food &

Market
Personal Care
Net sales 2020 in Net sales growth Biggest category based
India¹ 2018-20201 on Indian net sales¹
53%
Top 5 Indian online stores by Net sales share of the
Stores net sales top 5 Indian stores in
top 100 total net sales
1: of the top 100 online stores in India

5 Sources: Statista Digital Market Outlook 2021, Statista Global Consumer Survey 2021, ecommerceDB.com as of October 2021
Country snapshot: India
Key facts 2021: India
Capital Delhi
Population 1,393.4m
Population, aged 15–64 years 939.8m
Households 313.8m
Urban population share 35%
Total current GDP1 US$3,049.7bn
Current GDP1 per capita US$2,189
Consumer spending1 per capita US$1,296
Internet penetration 60.7%
Smartphone penetration 60.6%
Broadband subscriptions2 14.9
Average connection speed 7.4 Mbits/s
Social media penetration 45.9%
1: Current prices 2: Per 100 people

6 Sources: Statista 2021 based on the IMF, World Bank, UN, Eurostat, national statistical offices, and the ITU
Consumers in India
This chapter describes the specifics of online shoppers in
India and provides detailed insights about their shopping
interests, attitudes, and shopping patterns. It includes
comparisons with China, the biggest eCommerce market in
Asia.
▪ Online shopper characteristics

▪ Online behavior
▪ Online shopping
7
The online shopper in India
Key findings
Criteria Assessment of the online shopper in India
▪ The number of eCommerce users is expected to grow by 47% to 948 million users in India by 2025
Customer potential ▪ 46% of the population in India shops online
▪ Online shoppers in India are most price-oriented about Clothing

Attention to low-
priced products ▪ In the category Bags & Accessories, the difference between India and China is the largest: In India, 39% of online
shoppers, compared to 22% in China, pay attention to low-priced products
▪ Online shoppers in India pay most attention to luxury products in the category Smartphone
Attention to luxury/
premium products ▪ In the category PC / Laptop, the difference between India and China is the largest: In India, 43% of online
shoppers, compared to 30% in China, pay attention to premium products
▪ Smartphones are the most frequently used devices for online shopping in India
Share of mobile
shopping ▪ In China, smartphones are the most used devices as well
▪ In India, Clothing has the highest return rates

Return rates ▪ Especially in the category Bags & Accessories, return rates in India are much higher than in China
8
The number of eCommerce users is expected to grow
by 47% to 948 million users in India by 2025
Online shopper characteristics: user development
Number of eCommerce users in selected countries in millions

2021 2025
24%
1,224
47%
988
948
644
11%
291
263
6% 6%
65 68 59 62
9 Sources: Statista Digital Market Outlook 2021

33% of online shoppers in India have a high
household income
Online shopper characteristics: demographics
Gender Income
Male Female India China
Low Middle High
33% 34% 33%
34% 32% 35%
41%
47% Age
53% China
India China
59% 36%
30% 30%
24% 24%
20%
17%
8% 8%
3%
India 18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years
“What is your gender?“; Single Pick; “How old are you?“; Single Pick; “About how high is the annual gross income that your total household
disposes of, before tax and contributions?”; Single Pick; Base: n=2,703 online shoppers in India; n=2,562 online shoppers in China (split sample)
10 Sources: Statista Global Consumer Survey 2021 - Update 1 as of October 2021
UK 86% 92%
11
Norway 85% 92%
Netherlands 80% 87%
Saudi Arabia 80% 90%
Japan 80% 92%
Sweden 80% 91%
U.S. 79% 91%
Germany 77% 88%
Australia 75% 86%
South Korea 74% 92%
France 74% 84%
Canada 72% 96%
Finland 72% 91%
Sources: Statista Digital Market Outlook 2021

Switzerland 72% 90%
Denmark 71% 93%
Austria 71% 86%
Online behavior: eCommerce penetration
Ireland 71% 79%

UAE 69% 96%
China 68% 72%
New Zealand 67% 91%
eCommerce1 and internet penetration rate in 2021
Belgium 67% 87%

Spain 63% 83%
Chile 63% 86%
eCommerce penetration1
Croatia 59% 79%

Italy 59% 74%
Argentina 58% 79%
Indonesia 57% 73%
Czechia 57% 82%
Poland 56% 81%
Hungary 54% 78%
Slovenia 54% 79%
Brazil 54% 76%
Internet penetration
Greece 53% 74%

Vietnam 53% 74%
Serbia 53% 79%
Portugal 52% 76%
Thailand 52% 79%
1: Share of consumers who have purchased at least one product online in the past 12 months in the total population of the respective country
46% of the population in India shops online
Lithuania 52% 78%

Slovakia 51% 80%
Colombia 50% 67%
Romania 48% 76%
Turkey 48% 77%
Israel 47% 86%
India 46% 61%
Russia 45% 77%
Bulgaria 44% 68%
Mexico 44% 65%
The top 3 interests of online shoppers in India are
Clothing, Shoes, and Consumer Electronics
Online behavior: interest in product categories
Top 10 interests1 India Gender Age China

All respondents Male Female 18–24y|25–34|35–44y|45–54y|55–64y All respondents
Clothing 86% 56% 44% 30% 36% 24% 8% 70%
Shoes 73% 60% 40% 31% 36% 23% 7% 66%
Consumer Electronics 64% 63% 37% 28% 37% 24% 9% 57%
Food & Drinks 60% 56% 44% 30% 36% 23% 8% 53%
Bags & Accessories 54% 48% 52% 29% 38% 24% 7% 39%
Household Appliances 52% 54% 46% 21% 37% 29% 10% 35%
Books, Movies, Music & Games 49% 55% 45% 33% 36% 22% 7% 46%
Cosmetics & Body Care 46% 43% 57% 24% 40% 25% 9% 41%
Travels 41% 58% 42% 28% 39% 23% 8% 32%
Stationery & Hobby Supplies 39% 50% 50% 26% 38% 25% 9% 21%
1: Among online shoppers in India

“Which of these products and services are you interested in?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online shoppers in
China (split sample)
Online shoppers in India are most price-oriented
about Clothing…
Online behavior: importance of product prices
Share of online shoppers who pay attention to low-priced products
56% India China
48% 47%
44% 44%
41%
39%
32%
30% 30%
28%
27%
24% 25% 25%
22% 23% 22%
20% 21%
19% 19% 20%
16% 17%
13% 14%
10%
Clothing Smart- Shoes Bags & PC/ House- Stationery Food & Cosmetics Deter- TV & HiFi Furniture Cars, DIY &
phone Acces- Laptop hold & Hobby Drinks & Body gents & & House- Motor- Garden
sories Appliances Supplies Care Cleaning hold cycles, Products
Products Goods Bicycles
Reading support: In the category Clothing, 56% of online shoppers in India pay attention to low-priced products. This share is higher in comparison
with China, where 44% of online shoppers pay attention to low-priced products.
„For which of these products is a low price of particular importance to you?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online
shoppers in China (split sample)
…and pay most attention to luxury products in the
category Smartphone
Online behavior: importance of product prices
Share of online shoppers who pay attention to luxury/premium products
58% India China

55%
48%
45% 46%
44% 43%
33% 34%
30% 31% 30% 31%
27%
25% 24%
21%
20%
18% 17%
16% 14%
12% 13% 12%
10%
7% 7%
Smart- Clothing Shoes PC/ Bags & Cars, Cosmetics House- TV & HiFi Furniture Food & Sports & Stationery Deter-
phone Laptop Acces- Motor- & Body hold & House- Drinks Outdoor & Hobby gents &
sories cycles, Care Appliances hold Products Supplies Cleaning
Bicycles Goods Products
Reading support: In the category Smartphone, 58% of online shoppers in India pay attention to premium products. This share is higher in comparison
with China, where 45% of online shoppers pay attention to luxury products.
„In which of these product categories do you also buy premium or luxury items?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562
online shoppers in China (split sample)
59% of online shoppers in India would like the
products purchased in the store, be delivered home
Online behavior: relevance of multi-channel services
Agreement with selected statements on multi-channel services

India China
+19%
59%
+24%
50%
45% +139% -12%
36% 35% 37%

33%
-1%
23% 23%
15%
Home delivery of products Return/replacement in the Online store locator Ordering online and Picking up purchased
purchased in the store store of items ordered online picking up in the store items in the store
outside opening hours
"Which of these services in the field of shopping would you like to use?"; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online
58% of online shoppers in India research online when
planning a major purchase
Online shopping: attitudes
Agreement with statements

India China
Customer reviews on the internet are very helpful 63% 50%
When I plan a major purchase, I always do some research on the

58% 38%
internet first
I prefer to use my smartphone or tablet to research on products and to
57% 37%
make major new purchases
When I order an item, I prefer express shipping 39% 39%
I want to see an item before I buy it 39% 25%
I usually manage habitual / recurrent orders directly via my smartphone

30% 41%
or tablet
I miss the shopping experience when I shop online 25% 13%
Sometimes I deliberately order more items than I want to keep 22% 21%
When I buy an item, I want to hold it in my hand the same day 22% 35%
"Which of these statements do you agree with?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online shoppers in China (split
sample)
Consumer Electronics and Clothing are mainly
searched for online
Online shopping: customer journey
Share of consumers in India who primarily search for and purchase a product online in %
Share of consumers in India who have ordered items from these categories online in the past 12 months
65 Purchased online, no online research Purchased and researched online

60
55 Clothing
50 Shoes
Purchased primarily online
45
40 Bags & Accessories Consumer Electronics
35 Cosmetics & Body Care
30 Books, Movies, Music & Games Household Appliances
25 Food & Drinks
Stationery & Hobby Supplies Drugstore & Health Products
20 Toys & Baby Products
Furniture & Household Goods
15
Sports & Outdoor Products
10 DIY & Garden Products
Pet Products
5
Neither researched nor purchased online Researched online, no online purchase
5 10 15 20 25 30 35 40 45 50 55 60 65 70
Searched for primarily online
“For which of these products do you mostly look for information online?”; Multi pick; "Which of these products do you mostly buy/order online?“;
Multi pick; "Which of these items have you bought online in the past 12 months?“; Multi pick; Base: n= 2,776 all respondents
Clothing and Shoes are the main categories for online
shopping in India
Online shopping: purchases by category
Top 10 categories1 India Gender Age China

All respondents Male Female 18–24y|25–34|35–44y|45–54y|55–64y All respondents
Clothing 69% 56% 44% 28% 38% 24% 7% 62%
Shoes 55% 63% 37% 29% 38% 24% 7% 59%
Consumer Electronics 48% 66% 34% 27% 40% 22% 8% 41%
Bags & Accessories 40% 52% 48% 26% 41% 24% 7% 31%
Cosmetics & Body Care 39% 50% 50% 23% 41% 25% 9% 41%
Food & Drinks 36% 55% 45% 23% 40% 26% 8% 45%
Household Appliances 32% 58% 42% 21% 39% 28% 10% 28%
Drugstore & Health Products 29% 60% 40% 20% 37% 28% 10% 22%
Books, Movies, Music & Games 26% 55% 45% 29% 37% 24% 9% 29%
Stationery & Hobby Supplies 23% 54% 46% 24% 38% 28% 9% 19%
1: For online purchases among online shoppers in India

“Which of these items have you bought online in the past 12 months?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online
Smartphones are the most frequently used devices
for online shopping in India
Online shopping: comparison of devices for online purchases
Devices used for online purchases in 2021

India China
50% 81% 28%
27% 58% 18%
Laptop Smartphone Desktop PC
23% 21% 18%
22% 19% 20%
Tablet Smart TV Smart speakers

Reading support: 81% of online shoppers in India and 58% of online shoppers in China have used a smartphone for online purchases in the last 12
months.
"Which of the following devices have you used for online shopping in the past 12 months?“; Multi Pick; Base: n= 2,703 online shoppers in India;
n= 2,562 online shoppers in China
The main drivers of online shopping are home
delivery and more product information
Online shopping: drivers of online purchases
Agreement with reasons for making purchases online Key findings

India China
71% ▪ In India, the main reasons among consumers for shopping online are
Direct delivery to my home
53% home delivery (71% of online shoppers in India agree), more product
information (56%), and a greater product range (55%).
56%
More product information ▪ In China, the main reasons are as follows: convenience (56%), a
40%
greater product range (55%), and cheaper prices (54%).
55%
Greater product range ▪ The least important reasons in India are an undisturbed shopping
55%
process (33%), round-the-clock availability (43%), and possibilities to
55% compare (52%).
Cheaper prices
54%
▪ With 55% in India and China, an identical share of online shoppers
53% state "Greater product range" as a reason for shopping online.
More convenient way of shopping
56%
▪ 71% of online shoppers in India state "Direct delivery to my home" as
a reason for shopping online, whereas only 53% of online shoppers
52%
More possibilities to compare in China agree.
43%
43%
Available round the clock
37%
33%
Undisturbed shopping process
42%
"Which of these do you consider good reasons to buy an item online?“; Multi Pick; Base: n= 2,703 online shoppers in India; n= 2,562 online
In India, Clothing has the highest return rates
Online shopping: returns
Share of online shoppers who have purchased a product online and returned it afterwards
India China
45%
39%
35%
29% 29%
24%
20%
18%
14% 14% 14%
12% 11% 11% 11%
10% 10% 11% 10% 10%
8% 8% 9%
7% 6%
5% 4%
3%
Clothing Shoes Bags & Consumer Cosmetics House- Food & Books, Toys & Furniture Sports & Stationery DIY & I did not
Acces- Elec- & Body hold Drinks Movies, Baby & Outdoor & Hobby Garden send
sories tronics Care Appli- Music & Products Household Products Supplies Products anything
ances Games Goods back
"Which of these kinds of articles have you sent back after an online order in the past 12 months?"; Multi Pick; Base: n= 2,703 online shoppers in
India; n= 2,562 online shoppers in China
The Indian eCommerce
market
This chapter contains an in-depth analysis of the Indian
eCommerce market and draws international comparisons. It
shows net sales developments and forecasts, insights into
sales channels, and extensive KPI analyses, e.g. payment
and shipping methods.
▪ Market structure
▪ KPI analysis
22
The Indian eCommerce market
Key findings
Criteria Assessment of the Indian eCommerce market
Growth ▪ The market volume of the top 100 Indian online stores has increased by 91% since 2018
potential ▪ The market volume of the top 5 Indian stores has increased by 99% since 2018
Net sales ▪ The top 5 stores account for 53% of the top 100 net sales in India in 2020
distribution ▪ The top 6-25 stores account for 29% of the top 100 net sales in India in 2020
▪ Electronics & Media has the highest online share among all Indian categories
Online share of
▪ An international comparison of online shares shows that there is the potential for a higher online penetration in
total retail sales
all Indian categories
Share of online ▪ In terms of sales, 66% of the top 100 Indian stores are pure players
pure players ▪ In China, the share of pure players is higher in terms of numbers (50%) and in terms of sales (74%)
23
With US$1,111 billion, China was undisputedly the
biggest eCommerce market in 2020
Market structure: country comparison
eCommerce revenues in billion US$ in 2020

US$0.1bn US$1.111bn Country out of scope
▪ In 2020, the global1 eCommerce

market was worth US$2.5 trillion
in revenues
▪ China remains by far the largest

eCommerce market worldwide
2 with revenues of US$1,111 billion
in 2020
▪ Next to China, the U.S., Japan, the

United Kingdom and Germany
also rank among the top 5
eCommerce countries in terms of
revenues in 2020
1: Countries covered by the Statista Digital Market Outlook

The market volume of the top 100 Indian online
stores has increased by 91% since 2018
Market structure: net sales development
eCommerce net sales of the top 100 online stores in India in billion US$
10.2
+91%
7.2
4.9
3.8
2018 2019 2020 2021¹
Note: based on the top 100 online stores by net sales in India in the respective year
1: Forecast
25 Sources: ecommerceDB as of October 2021
Food & Personal Care and Fashion are the largest
categories in Indian eCommerce
Market structure: category split
eCommerce net sales of the top 100 online stores in India in million US$ in 2020
2,226.4
Bags & Accessories Toys & Baby Household

1,874.8 Appliances
1,769.3
Footwear Sports & Outdoor
Hobby & Stationery Furniture &

Apparel Homeware
825.1
DIY, Garden & Pets

472.6
Fashion Electronics & Media Toys, Hobby & DIY Furniture & Food &
Appliances Personal Care

The top 5 stores account for 53% of the top 100 net
sales in India in 2020
Market structure: net sales distribution among top stores
Net sales distribution among the top 100 Indian online stores in 2020 in million US$
53% 29% 18%
3,796.9 2,076.0 1,295.3
Top 1–5 Top 6–25 Top 26–100
Note: Due to rounding, the sum may exceed 100%

The market volume of the top 5 Indian stores has
increased by 99% since 2018
Market structure: concentration development
eCommerce net sales of the top online stores in India in million US$
Top 5 Top 6 - 25 Top 26 - 100
6,026.0
+99%
3,796.9
2,584.6 2,594.3
2,076.0
1,907.2
1,595.9
1,305.0 1,295.3
1,047.5 993.2
798.8
2018 2019 2020 2021¹
Note: based on the top 100 online stores by net sales in India in the respective year
1: Forecast
Electronics & Media has the highest online share
among all Indian categories
Market structure: online shares in selected retail markets
Comparison of online shares to highest and lowest shares in 2020

Fashion Electronics & Media Furniture & Appliances Food & Personal Care
India 6.7% India 25.1% India 1.0% India 1.2%
China 48.4% China 62.6% South Korea 53.5% South Korea 11.9%
Asia/Oceania
high/low
Tajikistan 1.5% Turkmenistan 1.5% Turkmenistan 0.7% Tajikistan 0.1%
China 48.4% China 62.6% China 49.2% China 10.8%

Top 5 eCommerce
countries1
high/low
Japan 16.7% Japan 31.5% Japan 14.1% U.S. 3.3%
Note: Only the categories for which data is available are displayed.
1: By revenues in 2020: China, U.S., Japan, UK, Germany
In terms of sales, 66% of the top 100 Indian stores are
pure players
Market structure: sales channels
2020 share of online pure players in selected countries Key findings

By no. of stores By net sales in US$ ▪ In terms of numbers, 42% of the top 100 Indian stores are online
pure players, i.e., stores that sell exclusively online
50% ▪ As far as net sales are concerned, 66% of net sales of the Indian top
China 100 online stores are generated by online pure players
74%
▪ In China, the share of pure players is higher in terms of numbers
(50%) and in terms of sales (74%)
42%
India
66% ▪ In the U.S., the share of pure players is lower in terms of numbers
(31%) and in terms of net sales (36%)
40%
Germany
41% Methodology
▪ Stores are defined as pure players if they do not sell via bricks &
34% mortar
UK
35%
▪ The analysis is based on data of ecommerceDB.com for the top 500
stores for which multichannel information is available
31%
U.S. ▪ Stores are allocated to the country in which their main net sales are
36% generated
Note: based on the top 100 online stores by net sales in India and the respective countries in 2020 for which information is available.
Cards are the payment method offered most by the
top 100 Indian online stores
KPI analysis: payment analytics (1/2)
Share of the top 100 Indian online stores with at least one payment method belonging to the following categories¹
Cards 98%
Cash on delivery 77%
eWallets 75%
Bank transfer 68%
Invoice/Installment 31%
Other² 25%
1: A store can offer more than one payment method (Multi-Pick) 2: Includes gift cards
Note: based on the top 100 online stores by net sales in India in 2020 for which payment information is available
88% of the top Indian stores offer payment by Visa
and Mastercard
KPI analysis: payment analytics (2/2)
Top 3 provider by payment method offered by the top 100 Indian online stores
Cards eWallets Other1
88% 88%
60%
57%
52%
35%
29% 31%
20%
Visa Mastercard American Paytm MobiKwik PayU Cash in Installment BHIM UPI
Express advance
1: Payment providers other than Cards and eWallets

Note: based on the top 100 online stores by net sales in India in 2020 for which payment information is available; a store can offer more than
one payment method (Multi-Pick)
The top 3 shipping providers of the top 100 Indian
online stores are Blue Dart, FedEx, and India Post
KPI analysis: shipping service provider
Share of top 100 Indian online stores that work with the following selected shipping service providers¹
51%
29%
26% 26%
20%
17%
14%
11%
9%
Blue Dart FedEx India Post Ecom Express Delhivery Own delivery Click & Collect Aramex DHL
service
1: A store can work with more than one shipping service provider (Multi-Pick)
Note: based on 50% of the top 100 online stores by net sales in India in 2020 for which shipping information is available and known
When it comes to social media, Indian online stores
mainly use Facebook
KPI analysis: social media activity (1/2)
Share of Indian stores that use social media networks Activity Score¹ 2020
Facebook
97% 2.3
Twitter
93% 1.9
1: Score from 0 to 5 based on the frequency of posted content by the account and the interaction of the social media users with the posted
content. A higher score represents a greater activity of the account posting content frequently together with a higher interaction of the social
media users reacting to posts in form of the number of likes, shares, and comments.
Note: based on the top 100 online stores by net sales in India in 2020 for which social media information is available
Stores offering Fashion have the lowest percentage of
Facebook usage
KPI analysis: social media activity (2/2)
Share of Indian stores that use social media networks¹

Fashion Electronics & Media Toys, Hobby & DIY Furniture & Appliances Food & Personal Care
100% 100% 100% 100% 100%

94% 95% 95%
90% 90%
1: Stores by main category

Note: based on the top 100 online stores by net sales in India in 2020 for which social media information is available
Among the top 100 Indian stores, amazon is used
more than eBay for online marketplace activities
KPI analysis: marketplaces
Share of Indian online stores with additional amazon or eBay profile in 2021
31%
30%
17%
9% 8% 9%
Top 25 Top 50 Top 100 Top 25 Top 50 Top 100
Note: based on the top 100 online stores by net sales in India in 2020 for which information is available
Magento is the shop software most frequently used
by the top 100 Indian stores
KPI analysis: shop software
Distribution of selected shop software used by Indian online stores in 2021¹

21%
17%
14%
10%
7%
5%
2%
Magento Hybris Salesforce Shopify Amazon Webstore Martjack PrestaShop

Commerce Cloud
1: A store can use more than one shop software (Multi-Pick)

Note: based on the 42% of the top 100 online stores by net sales in India in 2020 for which information about shop software is available and
known
The Indian category with the highest search engine
CPC is Food & Personal Care
KPI analysis: marketing performance indicators (1/2)
Search engine CPC¹ in India in US$ in 2021

1st quartile Median
Total 0.05 0.07
Fashion 0.05 0.07
Electronics & Media 0.06 0.07
Toys, Hobby & DIY 0.04 0.06
Furniture & Appliances 0.06 0.08
Food & Personal Care 0.08 0.15
1: Cost per click (CPC) is a performance-based billing method in online marketing. Explained compactly, advertisers pay a fixed price to the site
operator for each click on the online advertisement placed by them.
Note: based on the top 100 online stores by net sales in India in 2020 for which information is available
Netmeds.com has spent about US$6 million on
search engine advertising in 2020
KPI analysis: marketing performance indicators (2/2)
Top 10 SEA¹ budgets of Indian stores in million US$ in 2020
netmeds.com 6.4
vijaysales.com 4.0
medlife.com 3.1
coolwinks.com 2.1
grofers.com 1.6
biba.in 1.2
fnp.com 1.2
adidas.co.in 1.1
firstcry.com 1.0
bigbasket.com 0.9
1: Search engine advertising (SEA): money spent to appear as sponsored results in search engines in response to a defined set of search terms
and keywords
Note: based on the top 100 online stores by net sales in India in 2020 for which SEA information is available
Indian stores:
top 100 analysis
This chapter gives an overview of the player landscape in the
Indian eCommerce market: It includes key facts, the top
players, profound category analyses, and a full list of the
Indian top 100.
▪ Indian top stores

▪ Category insights
▪ Top 100 ranking
40
Indian stores: top 100 analysis
Key findings
Criteria Assessment of the Indian top 100 online stores
▪ Amazon.in heads the list of top 10 Indian stores

Indian top stores
▪ On average, Indian top stores achieved a year-over-year growth of 34% in 2021
▪ 48% of online stores in India among the top 100 are active in Fashion
Top stores in Fashion
▪ Ajio.com is the largest player, while tatacliq.com leads in terms of growth
Top stores in ▪ 28% of online stores in India among the top 100 are active in Electronics & Media
Electronics & Media ▪ Amazon.in is the largest player, while reliancedigital.in leads in terms of growth
Top stores in Toys, ▪ 27% of online stores in India among the top 100 are active in Toys, Hobby & DIY
Hobby & DIY ▪ Firstcry.com is the largest player, while hamleys.in leads in terms of growth
Top stores in Fur- ▪ 21% of online stores in India among the top 100 are active in Furniture & Appliances
niture & Appliances ▪ Amazon.in is the largest player, while woodenstreet.com leads in terms of growth
Top stores in Food & ▪ 29% of online stores in India among the top 100 are active in Food & Personal Care
Personal Care ▪ Bigbasket.com is the largest player, while pharmeasy.in leads in terms of growth
41
Amazon.in heads the list of top 10 Indian stores
Indian top stores: top 10 stores by net sales
Rank Store Net sales in India in million US$ in 2020 Main category Share of top 100¹
1 amazon.in 1,082 Electronics & Media 15.1%
2 ajio.com 983 Fashion 13.7%
3 bigbasket.com 929 Food & Personal Care 13.0%
4 jiomart.com 424 Food & Personal Care 5.9%
5 reliancedigital.in 380 Electronics & Media 5.3%
6 firstcry.com 364 Toys, Hobby & DIY 5.1%
7 amazon.com 283 Electronics & Media 4.0%
8 nykaa.com 244 Food & Personal Care 3.4%
9 apple.com 206 Electronics & Media 2.9%
10 dell.com 134 Electronics & Media 1.9%
1: Share of the store’s eCommerce net sales of total eCommerce net sales of the top 100 online stores in India in 2020
On average, Indian top stores achieved a year-over-
year growth of 34% in 2021
Indian top stores: store comparison
Net sales in India and growth¹ of the top 100 Indian stores in 2020
Top 51 - 100 Top 11 - 50 Top 10

220
tatacliq.com
200
zivame.com
Estimated net sales growth 2020-20211
180
hamleys.in
160
140 reliancedigital.in
120 pharmeasy.in
jiomart.com ajio.com
100
woodenstreet.com
80
60 nykaafashion.com
bigbasket.com
40 netmeds.com
20 hihonor.com nykaa.com amazon.com

firstcry.com
0 mirraw.com dell.com
apple.com
-20 koovs.com
Ø Arithmetical mean
-40
0 50 100 150 200 250 300 350 400 450 900 950 1,100
Net sales in India in million US$ in 2020
1: Estimated total net sales growth 2020-2021

Note: based on the top 100 online stores by net sales in India in 2020. Stores that are no longer online in 2021 are not considered in this
analysis
The top 5 Indian stores accounted for 53% of the net
sales of the top 100 stores in 2020
Indian top stores: net sales distribution
Cumulative eCommerce net sales distribution of the top¹ 100 stores in India in 2020
Top 5 Top 25 Top 50 Top 75 Top 100
53% 82% 92% 97% 100%
Reading support: In 2020, cumulated net sales of the top 25 Indian online stores¹ accounted for 82% of the overall eCommerce net sales of the top
100 online stores in the Indian market.
1: By eCommerce net sales in India in 2020

When it comes to the top 3 stores by categories,
amazon.in is listed in 3 out of 5 categories
Category insights: top 3 stores
Category Top 3 players¹ Net sales in India in million US$ in 2020²
ajio.com 967.9
mirraw.com 79.7
abof.com 60.8
Fashion
amazon.in 590.3
reliancedigital.in 303.7
apple.com 206.2
Electronics & Media
firstcry.com 254.8
amazon.in 239.2
Toys, Hobby & DIY amazon.com 62.6
amazon.in 151.5
reliancedigital.in 47.5
Furniture & Appliances bigbasket.com 46.4
bigbasket.com 859.3
jiomart.com 402.4
Food & Personal Care nykaa.com 237.9
1: Top 3 stores by net sales in India in 2020 2: In the respective category

48% of online stores in India among the top 100 are
active in Fashion
Category insights: fashion
Fashion relevance among top 100 stores¹ Distribution of top stores1
No. of stores Net sales share2
All Fashion 100%

48
stores
24%
48% Pure players 21
26% Fashion is the

68%
most relevant 15
segment
26%
48 online
stores US$ 1.87 bn At least one
other segment 7%
Share of stores with Fashion net Share of Fashion net sales 12
with higher net
sales in top 100 stores in India in eCommerce net sales of sales share
the top 100 stores in India
1: Top stores by net sales in India in 2020 2: Fashion net sales share
Note: based on the top 100 online stores by net sales in India in 2020 - stores with at least 10% net sales of the store’s total net sales within this
category or store is among the top 10 players in India.
Ajio.com is the largest player, while tatacliq.com leads
in terms of growth
Category insights: fashion
Top stores by category net sales 2020 in million US$1 Top stores by estimated net sales growth 2020-20212
ajio.com 968 tatacliq.com 214%
mirraw.com 80 superdry.in 190%
abof.com 61 zivame.com 190%
shein.in 57 ajio.com 117%
nykaafashion.com 51 malabargoldanddiamonds.com 50%
1: Top stores by net sales in the category Fashion in India 2: Estimated net sales growth 2020-2021 (only stores with main category Fashion considered)
Note: based on the top 100 online stores by net sales in India in 2020 - stores with at least 10% net sales of the store’s total net sales within this category or
store is among the top 10 players in India. Stores that are no longer online in 2021 are not considered in this analysis.
active in Electronics & Media
Category insights: electronics & media
Electronics & Media relevance among top 100 stores¹ Distribution of top stores1
All Electronics
100%
& Media 28
stores
23%
Pure players 12
28% Electronics &

25% Media is the 76%
13
most relevant
segment
28 online
other segment 1%
Share of stores with Share of Electronics & Media net 3
with higher net
Electronics & Media net sales sales in eCommerce net sales of sales share
in top 100 stores in India1 the top 100 stores in India
1: Top stores by net sales in India in 2020 2: Electronics & Media net sales share
Amazon.in is the largest player, while reliancedigital.in
leads in terms of growth
Category insights: electronics & media
amazon.in 590 reliancedigital.in 141%
reliancedigital.in 304 primeabgb.com 85%
apple.com 206 joybuy.com 66%
amazon.com 155 vijaysales.com 63%
dell.com 130 gonoise.com 39%
1: Top stores by net sales in the category Electronics & Media in India 2: Estimated net sales growth 2020-2021(only stores with main category Electronics &
Media considered)
active in Toys, Hobby & DIY
Category insights: toys, hobby & DIY
Toys, Hobby & DIY relevance among top 100 stores¹ Distribution of top stores1
All Toys, Hobby 100%

27
& DIY stores
11%
Pure players 4
27% Toys, Hobby &

DIY is the 41%
6
most relevant
segment
11%
27 online
other segment 48%
Share of stores with Toys, Share of Toys, Hobby & DIY net 17
with higher net
Hobby & DIY net sales in sales in eCommerce net sales sales share
top 100 stores in India1 of the top 100 stores in India
1: Top stores by net sales in India in 2020 2: Toys, Hobby & DIY net sales share
Firstcry.com is the largest player, while hamleys.in
leads in terms of growth
Category insights: toys, hobby & DIY
firstcry.com 255 hamleys.in 190%
amazon.in 239 shop4reebok.com 48%
amazon.com 63 nurserylive.com 47%
nurserylive.com 44 fnp.com 26%
adidas.co.in 31 nike.com 24%
1: Top stores by net sales in the category Toys, Hobby & DIY in India 2: Estimated net sales growth 2020-2021 (only stores with main category Toys, Hobby &
DIY considered)
active in Furniture & Appliances
Category insights: furniture & appliances
Furniture & Appliances relevance among top 100 stores¹ Distribution of top stores1
All Furniture
100%
& Appliances 21
stores
22%
Pure players 5
Furniture &
Appliances is the 4%
21% 2
most relevant
segment
21 online 6%
other segment 74%
Share of stores with Furniture Share of Furniture & Appliances 14
with higher net
& Appliances net sales in top net sales in eCommerce net sales sales share
100 stores in India1 of the top 100 stores in India
1: Top stores by net sales in India in 2020 2: Furniture & Appliances net sales share
Amazon.in is the largest player, while
woodenstreet.com leads in terms of growth
Category insights: furniture & appliances
amazon.in 152 woodenstreet.com 93%
reliancedigital.in 47 evok.in 49%
bigbasket.com 46 urbanladder.com 45%
amazon.com 40 ikea.com 39%
hometown.in 36 philips.co.in 23%
1: Top stores by net sales in the category Furniture & Appliances in India 2: Estimated net sales growth 2020-2021 (only stores with main category Furniture
& Appliances considered)
active in Food & Personal Care
Category insights: food & personal care
Food & Personal Care relevance among top 100 stores¹ Distribution of top stores1
All Food &

100%
Personal Care 29
stores
16%
Pure players 9
29% 31% Food & Personal

Care is the 75%
13
most relevant
segment
29 online
other segment 9%
Share of stores with Food Share of Food & Personal Cares 7
with higher net
& Personal Care net sales net sales in eCommerce net sales sales share
in top 100 stores in India1 of the top 100 stores in India
1: Top stores by net sales in India in 2020 2: Food & Personal Care net sales share
Bigbasket.com is the largest player, while
pharmeasy.in leads in terms of growth
Category insights: food & personal care
bigbasket.com 859 pharmeasy.in 121%
jiomart.com 402 jiomart.com 108%
nykaa.com 238 myprotein.co.in 72%
firstcry.com 91 grofers.com 59%
netmeds.com 85 bigbasket.com 52%
1: Top stores by net sales in the category Food & Personal Care in India 2: Estimated net sales growth 2020-2021 (only stores with main category Food &
Personal Care considered)
Store profiles for amazon.in and ajio.com
Top 100 ranking: top 10 store profiles (1/5)
amazon.in x ajio.com x
Key facts Key facts
#1 #125 US$1bn -36% #2 #134 US$983m 117%

India Global Net sales 20201 Growth 20-212 India Global Net sales 20201 Growth 20-212
Company Company
Amazon Seller Services Pty, Ltd. Reliance Retail Ltd.
Category split: Category split:

net sales net sales 99%
55% 22%
14%
4% 5% 2%
1: In India 2: Estimated eCommerce net sales growth 2020-2021

Note: = Fashion, = Electronics & Media, = Toys, Hobby & DIY, = Furniture & Appliances, = Food & Personal Care
Store profiles for bigbasket.com and jiomart.com
bigbasket.com x jiomart.com x
Key facts 57 Key facts
#3 #146 US$929m 52% #4 #353 US$424m 108%

Company Company
Supermarket Grocery Supplies Pvt., Ltd. Reliance Retail Ltd.

93%
5% 5%
3%

Store profiles for reliancedigital.in and firstcry.com
reliancedigital.in x firstcry.com x
#5 #394 US$380m 141% #6 #408 US$364m 11%

Company Company
Reliance Retail Ltd. BrainBees Solutions Pvt., Ltd.

net sales net sales
80% 70%
5%
13% 25%
8%

Store profiles for amazon.com and nykaa.com
amazon.com x nykaa.com x
Key facts Key facts
#7 #1 US$283m 21% #8 #592 US$244m 28%

Company Company
Amazon.com, Inc. Nykaa E-Retail Pvt., Ltd.

55% 22%
14%
4% 5% 3%

Store profiles for apple.com and dell.com
apple.com x dell.com x
#9 #4 US$206m -5% #10 #44 US$134m 6%

Company Company
Apple, Inc. Dell, Inc.

net sales 100% net sales 97%
3%

Top 100 online stores by net sales in India 2020
Top 100 ranking: rank 1 to 40
Net Growth Net Growth

sales 20–21 sales 20–21
# Store domain 20201 in % Main category2 # Store domain 20201 in % Main category2
1 amazon.in 1082 -36% Electronics & Media 21 pharmeasy.in 46 121% Food & Personal Care
2 ajio.com 983 117% Fashion 22 adidas.co.in 46 23% Toys, Hobby & DIY
3 bigbasket.com 929 52% Food & Personal Care 23 nurserylive.com 44 47% Toys, Hobby & DIY
4 jiomart.com 424 108% Food & Personal Care 24 hm.com 43 39% Fashion
5 reliancedigital.in 380 141% Electronics & Media 25 apollopharmacy.in 38 22% Food & Personal Care
6 firstcry.com 364 11% Toys, Hobby & DIY 26 peachmode.com 37 14% Fashion
7 amazon.com 283 21% Electronics & Media 27 hometown.in 36 10% Furniture & Appliances
8 nykaa.com 244 28% Food & Personal Care 28 purplle.com 36 8% Food & Personal Care
9 apple.com 206 -5% Electronics & Media 29 grofers.com 35 59% Food & Personal Care
10 dell.com 134 6% Electronics & Media 30 arduino.cc 34 6% Electronics & Media
11 netmeds.com 85 32% Food & Personal Care 31 shoppersstop.com 34 8% Fashion
12 mirraw.com 80 16% Fashion 32 lifestylestores.com 34 19% Fashion
13 hihonor.com 75 26% Electronics & Media 33 biba.in 34 42% Fashion
14 shein.in 64 NA Fashion 34 evok.in 33 49% Furniture & Appliances
15 abof.com 61 2% Fashion 35 samsung.com 33 5% Electronics & Media
16 medlife.com 58 29% Food & Personal Care 36 igp.com 33 33% Food & Personal Care
17 medplusmart.com 54 19% Food & Personal Care 37 cilory.com 30 38% Fashion
18 tatacliq.com 52 214% Fashion 38 fnp.com 30 26% Toys, Hobby & DIY
19 nykaafashion.com 51 45% Fashion 38 maxfashion.in 30 3% Fashion
20 hp.com 50 6% Electronics & Media 40 coolwinks.com 28 24% Food & Personal Care
1: In India in million US$ 2: A generalist is a store that is active in at least 4 out of 5 categories with category shares <50%.
Net Growth Net Growth

sales 20–21 sales 20–21
# Store domain 20201 in % Main category2 # Store domain 20201 in % Main category2
41 croma.com 27 6% Electronics & Media 61 panasonic.com 14 9% Electronics & Media
42 patanjaliayurved.net 26 34% Food & Personal Care 62 ethoswatches.com 14 14% Fashion
43 lenskart.com 26 17% Food & Personal Care 63 gonoise.com 14 39% Electronics & Media
44 zivame.com 26 190% Fashion 64 naturesbasket.co.in 14 43% Food & Personal Care
45 nike.com 24 24% Toys, Hobby & DIY 65 philips.co.in 13 23% Furniture & Appliances
46 vijaysales.com 24 63% Electronics & Media 66 craftsvilla.com 13 23% Fashion
47 maxbhi.com 23 14% Electronics & Media 67 sastasundar.com 13 9% Food & Personal Care
48 decathlon.in 22 21% Toys, Hobby & DIY 68 urbanladder.com 12 45% Furniture & Appliances
49 lenovo.com 22 26% Electronics & Media 69 hamleys.in 12 190% Toys, Hobby & DIY
50 healthkart.com 21 7% Food & Personal Care 70 woodenstreet.com 12 93% Furniture & Appliances
51 nykaaman.com 21 40% Food & Personal Care 71 amazon.co.uk 12 23% Electronics & Media
52 hopscotch.in 20 5% Fashion 72 shop4reebok.com 12 48% Toys, Hobby & DIY
53 titan.co.in 19 7% Fashion 73 fossil.com 12 10% Fashion
54 nnnow.com 19 16% Fashion 74 philips.com 11 17% Generalist
55 zara.com 19 48% Fashion 75 ikea.com 11 39% Furniture & Appliances
56 xmpow.com 18 14% Electronics & Media 76 voylla.com 11 1% Fashion
57 clovia.com 18 12% Fashion 77 headphonezone.in 11 17% Electronics & Media
58 bata.in 17 15% Fashion 78 koovs.com 10 -19% Fashion
59 caratlane.com 16 14% Fashion 79 bluestone.com 10 13% Fashion
60 shyaway.com 14 7% Fashion 80 1mg.com 10 22% Food & Personal Care
Net Growth
sales 20–21
# Store domain 20201 in % Main category2
81 jaypore.com 9 40% Fashion
82 puma.com 9 31% Fashion
83 floweraura.com 9 15% Toys, Hobby & DIY
84 myprotein.co.in 8 72% Food & Personal Care
85 bhphotovideo.com 8 8% Electronics & Media
86 homecentre.in 8 3% Furniture & Appliances
87 primeabgb.com 7 85% Electronics & Media
88 luluwebstore.in 7 NA Food & Personal Care
89 jbl.com 7 8% Electronics & Media
90 muscleblaze.com 6 34% Food & Personal Care
91 fabindia.com 6 4% Fashion
92 joybuy.com 6 66% Generalist
93 clarks.in 6 33% Fashion
94 wforwoman.com 6 12% Fashion
95 jaxtakart.com 5 NA Electronics & Media
96 superdry.in 5 190% Fashion
97 malabargoldanddiamonds.com 5 50% Fashion
98 nalli.com 5 8% Fashion
99 redmagic.gg 5 20% Electronics & Media
100 dogspot.in 5 -5% Toys, Hobby & DIY
Appendix
64
ecommerceDB Country Reports 2021 are available for
51 countries
North America Central & Western Europe Northern & Eastern Europe Southern Europe Asia & Australia
Canada Austria Bulgaria Greece Australia
Mexico Belgium Croatia Italy (Greater) China
United States Czechia Denmark Portugal India
France Finland Spain Indonesia
South America Germany Lithuania Turkey Israel
Argentina Hungary Norway Japan
Brazil Ireland Romania Malaysia
Africa
Chile Netherlands Russia New Zealand
South Africa
Colombia Poland Serbia Pakistan
Slovakia Sweden Saudi Arabia
Slovenia Ukraine South Korea
Switzerland Thailand
United Kingdom United Arab Emirates
Vietnam
! Find out more on ecommercedb.com
65
Category definitions
Fashion Electronics & Toys, Furniture & Food &

Media Hobby Appliances Personal
& DIY Care
The category “Fashion” The category “Electronics & The category “Toys, Hobby The category “Furniture & The category “Food & Perso-
covers the online trade of Media” covers the online & DIY ” covers the online Appliances” covers the nal Care” covers the online
articles of clothing (for sale of physical media (e.g., trade of toys, babyware online sale of furniture, trade of food and beverages
men, women, and children), books, DVDs, Blu-ray discs, (including baby food and kitchens and household (excluding baby food) as well
shoes and shoe care computer games), clothing), sports, outdoor, goods (e.g., kitchen & bath- as of medicine, cosmetics, and
products (e.g., cleaning consumer electronics (e.g., DIY, and garden products room accessories and pharmaceutical and personal
products), as well as of TVs, DVD players), and (e.g., sports & outdoor home textiles), as well as of care products (including pre-
accessories and bags (e.g., communication devices equipment, flowers, tools, electronic household scription drugs for the private
hats, scarves, gloves and (e.g., desktop computers, DIY products), as well as of appliances (e.g., washing end user). It also includes
leather bags, suitcases, laptops, smart-phones). hobby & stationery articles machines and coffee medical products for private
purses and briefcases). (e.g., art/collectors’ items, machines) for the private use (e.g., blood pressure
car parts). end user. monitors).
Subcategories: Subcategories: Subcategories: Subcategories: Subcategories:

▪ Apparel ▪ Consumer Electronics ▪ DIY, Garden & Pets ▪ Furniture & Homeware ▪ Food & Beverages
▪ Bags & Accessories ▪ Books, Movies, Music & ▪ Toys & Baby ▪ Household Appliances ▪ Personal Care
▪ Footwear Games ▪ Hobby & Stationery
▪ Sports & Outdoor
66
Definition of net sales
Definition of online stores’ net sales

▪ eCommerce net sales are defined as the amount of first-party sales generated by a specific online store on domain level (i.e., amazon.com and
amazon.de remain separate) after the deduction of returns, allowances for damaged or missing goods, and any discounts allowed
▪ If an online shopping website also offers a marketplace shop on a site like eBay or Amazon, the resulting revenue is included in the store's
eCommerce net sales
▪ Online shopping websites that are pure marketplaces (no own products in offer) are not included. Hybrid marketplaces are only included with their
generated first-party sales. The third-party sales generated on those websites are not included
▪ If there are any business-to-business (B2B) revenues generated by a given online store, these will also be included
▪ Only online stores with a focus on private end users (B2C) will be considered for our database and in this report, i.e., stores with a B2B share of less
than 50%
▪ Only eCommerce net sales generated in the respective country are taken into account. If a website also ships to other countries, sales generated
with these shipments are not considered in this figure
67
Which stores are in-scope & out-of-scope?
In-scope: Out-of-scope:
An online store is in focus if it corresponds to the following criteria: Online stores based on the following services or business models are
out-of-scope:
- The store sells tangible products
- Lending (e.g., drexcode.com)
- The online shopper can order and pay online
- Subscriptions (e.g., netflix.com)
- The store focuses on end users
- Advertisers (incl. classifieds) (e.g., subito.it)
- The store sells formerly tangible products such as software for
download - Price comparators (e.g., trovaprezzi.it)
- Auction, couponings, bonus and deals (e.g., groupon.it)
- Online stores that deliver products considered illegal
- Marketplace platforms only
- C2C
68
Online store revenue modeling is based on diverse
data types and expert analysis
Modeling approach eCommerce net sales
Different approaches depending on data availability Underlying data sources

1) Historical ecommerce net sales development
Survey among online Quantitative and
When approximating past revenue trends, the modeling approach depends on which stores financial data from public
types of data are available. Our ecommerceDB experts conduct research about sources:
▪ eCommerce net sales
companies based on existing information, i.e., data from a survey among thousands of
▪ Annual reports and
online stores, annual reports, and secondary sources. This information is supplemented ▪ Company information financial statements
by other store-specific drivers, such as traffic information, offered product range, price
level, and shipping information. Depending on data availability, we use two different ▪ Product range and ▪ Press releases
approaches: shipping information
▪ Secondary sources
↑ Top-down: Finding information about the eCommerce turnover of a company or ▪ Contact information
business unit and enhancing it with further store-specific data enables our analysts
to determine the revenue for the company’s online store.
↑ Bottom-up: If there is no information on the company’s (eCommerce) revenue, we Store-specific data Studies & third-party
use an algorithm-based approach using store-specific KPIs such as traffic, product data
range, price level, and average conversion rates to approximate the online store’s ▪ Traffic information,
revenue. The algorithm is based on the correlations between success factors and visits in total and by ▪ The Statista Digital
revenue derived from the top-down approach acquisition of primary data. region Market & Consumer
Outlook
2) Forecast ▪ Offered product
range ▪ International
Forecasting the online store’s revenue for the running calendar year and the organizations and
following years takes multiple information factors into account. Our experts ▪ Price level information associations such as
evaluate the store’s historical revenue development, traffic trends, general market IMF, World Bank, and
▪ Shipping information
forecasts, and individual store information. OECD
69 Sources: ecommercedb.com 2020

Forecasting eCommerce net sales during COVID-19 by
considering historical and future indicators
Impact of the COVID-19 pandemic on net sales modeling
Input data influenced by COVID-19 wayfair.com net sales development in mUSD
1: wayfair.com’s net sales 2: Traffic and conversion

development development (index1)
+15%
Adjusted net
sales according to +18% 8,425
the impact of
COVID-19 on the 7,326
+33%
input data
Q1 Influenced by Q1 6,211
COVID-19 +40%
2015 2016 2017 2018 2019 2020 2021 2015 2016 2017 2018 2019 2020 2021
+35% 4,657
3: Store’s individual statements 4: Statista Digital Market Outlook +57%
(examples) Furniture & Appliances market 3,334
development in the U.S.2
▪ announced financial investments in 2,476
the online business
1,582
▪ recently established new shop
system
▪ new eCommerce warehouse

2015 2016 2017 2018 2019 2020 2021 2015 2016 2017 2018 2019 2020 2021
1: SimilarWeb, Alexa 2: Statista Digital Market Outlook 2020

70 Sources: ecommercedb.com 2020
About ecommerceDB
The toolbox for all eCommerce-relevant questions
ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region, and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information to over 20,000 online
stores.
In-depth analysis for over 20,000 online store URLs
Adjustable top, category, country, & region

rankings
Download shop profiles for seamless processing

CONTACT US
TEL +49 40 284 841 164
Direct contact to our eCommerce analysts
E-MAIL tim.risse@statista.com
! Find out more on ecommercedb.com

About the Statista Digital Market Outlook
80+ 150+ 8 30,000+

markets regions years (2017-2025) interactive statistics
The Digital Market Outlook presents up-to-date figures on markets in the

digital economy. The comparable key figures are based on extensive analyses
of relevant indicators from the areas of society, economy, and technology.
What is the size of the eCommerce fashion market in Spain?
How many connected cars are already on the road in China?
The answers to these and many more questions can be found in Statista's
Digital Market Outlook. It provides forecasts, detailed market insights, and key
indicators for the digital economy.
Seven digital verticals: eCommerce, Smart Home, Digital Media,

eServices, FinTech, Digital Advertising, eHealth
Direct access & downloads, fully integrated into the Statista database
Market insights, forecasts and key performance indicators
Outlook reports with segment-specific topics (top companies, trends,

deep dives)
Find out more on www.statista.com/outlook/digital-markets

About the Statista Global Consumer Survey
50+ 55 6,500+ 700,000+

topics & industries countries & territories int. brands consumers
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
on consumption and media usage, covering the offline and online social media
world of the consumer. It is designed to help marketers, planners
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
▪ Cross-tabulation retail
▪ Customized target groups

Food & nutrition Housing & household
▪ Trend and country comparisons equipment
▪ Export in Excel (CSV) or PowerPoint format
Internet & devices Travel
Media & digital media Services & eServices
Mobility Characteristics &

demographics
Find out more on www.statista.com/customercloud/global-consumer-survey

Authors
Stefanie Eden Anna-Lena Hoyer David Niemeier Lukas Peters

Director ecommerceDB Teamlead ecommerceDB Reports Junior Analyst Analyst
Stefanie is in charge of the Anna-Lena studied Business David holds a Bachelor's degree Lukas studied Economics at the
exclusive ecommerceDB.com Administration at the University in Business Administration and University of Kiel and Business
expert tool. She holds a diploma of Cologne and at ESADE, completed his Master's degree Administration at the University
in Economics and a bachelor’s Barcelona. in Marketing & Sales in Hamburg.
a a of Hamburg.
degree in Communication.
She joined Statista as a Project He joined Statista as a Junior He started working as an Analyst
She is an eCommerce expert Manager in the Research & Analyst in 2020 and has been for eCommerce markets at
and has gained deep knowledge Analysis department in 2014 working intensively on the Statista in 2020. His work is
of innovative business models and is now in charge of the design of news articles, the mainly focused on compre-
and their effects on the reports that are provided by weekly newsletter and new hensive data analysis, company
economy through numerous re- ecommerceDB.com. relevant reports provided by modelling and the creation of
search and consulting projects. ecommerceDB.com. reports.
Previously, she worked as a
Before joining Statista, she consultant with the Boston Before joining Statista, he gained Before joining Statista, he gained
worked as an advertising Consulting Group, attending to ecommerce relevant experience professional experience in a
consultant for several national several national and inter- through various projects at the research institute and an online
and international clients. national clients. Otto Group and Daimler AG. marketing agency.
Questions? Please write us an email to reports@ecommerceDB.com
www.ecommercedb.com

Study Id70354 Ecommerce in India

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Study Id70354 Ecommerce in India

Uploaded by

Copyright:

Available Formats

ecommerceDB Country Reports

eCommerce in India 2021

The ecommerceDB Country Report ”eCommerce in India 2021” provides

the Indian eCommerce market, including net sales

the competitive landscape in the Indian eCommerce

We hope our report proves to be useful and informative for you.

01 Introduction 04 Indian stores: top 100 analysis

02 Consumers in India 05 Appendix

03 The Indian eCommerce market

▪ Facts about Indian eCommerce

644 million 61% 46%

US$7bn 91% Food &

1: of the top 100 online stores in India

Key facts 2021: India

1: Current prices 2: Per 100 people

▪ Online shopper characteristics

Criteria Assessment of the online shopper in India

▪ Online shoppers in India are most price-oriented about Clothing

▪ In India, Clothing has the highest return rates

Number of eCommerce users in selected countries in millions

9 Sources: Statista Digital Market Outlook 2021

33% 34% 33%

34% 32% 35%

Sources: Statista Digital Market Outlook 2021

Ireland 71% 79%

Belgium 67% 87%

Croatia 59% 79%

Greece 53% 74%

Lithuania 52% 78%

Top 10 interests1 India Gender Age China

Clothing 86% 56% 44% 30% 36% 24% 8% 70%

Shoes 73% 60% 40% 31% 36% 23% 7% 66%

Consumer Electronics 64% 63% 37% 28% 37% 24% 9% 57%

Travels 41% 58% 42% 28% 39% 23% 8% 32%

1: Among online shoppers in India

Share of online shoppers who pay attention to low-priced products

56% India China

Share of online shoppers who pay attention to luxury/premium products

58% India China

Agreement with selected statements on multi-channel services

36% 35% 37%

Agreement with statements

Customer reviews on the internet are very helpful 63% 50%

When I plan a major purchase, I always do some research on the

When I order an item, I prefer express shipping 39% 39%

I want to see an item before I buy it 39% 25%

I usually manage habitual / recurrent orders directly via my smartphone

I miss the shopping experience when I shop online 25% 13%

65 Purchased online, no online research Purchased and researched online

Searched for primarily online

Top 10 categories1 India Gender Age China

Clothing 69% 56% 44% 28% 38% 24% 7% 62%

Shoes 55% 63% 37% 29% 38% 24% 7% 59%

Consumer Electronics 48% 66% 34% 27% 40% 22% 8% 41%

1: For online purchases among online shoppers in India

Devices used for online purchases in 2021

50% 81% 28%

27% 58% 18%

Laptop Smartphone Desktop PC

23% 21% 18%

22% 19% 20%

Tablet Smart TV Smart speakers

Agreement with reasons for making purchases online Key findings

Criteria Assessment of the Indian eCommerce market