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Ecommerce Competitive
Intelligence

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Ecommerce/ Media market trends

Ecomm grew 27.6% in 2020, exp. CAGR 14.7% till 2024 Retailer Media up 38%, ~11% of total digital ad-spend
As per the eMarketer Report 2020, the Ecommerce Industry has grown in As per eMarketer, the Retailer Media has grown in 2020 by ~38%
2020 by ~28% globally, owing to pandemic globally, now contributing about 11% of total digital ad spends

Global Ecommerce market expected to grow at CAGR of 14.7% till 2024,

with expected sales to be ~US $6.388 trillion Others Social Media
30% 19%

Emails
15%
Ecommerce
Platforms
11%
Youtube
Paid Search 13%
12%

Share of ecommerce in retail grew from 3.6% to 6% Google Shopping Ads increased in 2020 by 61%

As per the EY FICCI ME Report 2021, the share of Ecommerce in total As per a report by Tinuiti, there has been a 61% increase of spends on
retail in India, has grown in 2020 by 67% Google Shopping Ads in 2020

It becomes imperative for brands operating in ecommerce space to track these dynamics, and stay ahead of
competition

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The mScanIt Solution for Ecommerce Custodians

Enables day to day

Single Source management of your ecomm
of Truth programme

Why Ecommerce Helps to improve efficiency

Analysis &
Custodians need insights
by providing insights into
competitor behavior
mScanIt?

Can be deployed as an
Enterprise-
enterprise-wide solution with
wide Solution multiple stakeholders

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The mScanIt Advantage
Features of mScanIt which makes it cut above the rest
One-stop shop E-Com Solution Capture User Sentiments

The eco-system of the mScanIt tool captures media, Our tool helps to scan through user reviews and ratings
ecomm and search metrics all in one. to produce a deep-dive into customer opinions

Location Wise Metrics Screenshots for Validation

We provide geo-based metrics to help you understand For post processing and validation, screenshots help in
the nuances at region level identifying key flaws, especially in compliance issues

User Profile-Based Targeting Robust Analytics Dashboard

Our scanning tool uses user-based targeting to cover all Our analysis dashboard, helps brand and ecommerce
possible demographic scenarios in a market managers to track performance, build use cases etc.

Language Adaptive Open-Source Intelligence – Web & App

We can track pages in all languages and provide the Our tool uses open-source scanning, which enables us to
analysis in language of your choice scan information from any website/ app

Set, track KPIs & KRAs at desired frequencies

Real-time Alerts – SMS/ Email

Get real-time alerts as soon as there is a significant Our tool helps you set and monitor KPIs/ KRAs for each
change in KPIs for your stores and competition product category, at desired frequencies

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Case Studies : FMCG

Please find Examples from the
Following Categories :
- Food ( noodles, biscuits, coffee )
- Hair Care ( Shampoo)

- Across the following Geographies

India, South East Asia

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Discoverability
Is your Product Discoverable : What is your share of Shelf ?

Category Platform Keyword Type Keyword Location

Noodles & Pasta Amazon Top 50 Amazon Pi Noodles India
Keywords

On Amazon App Maggi has the highest share on page 1 on ‘Noodles’ keyword and is also the amongst top searches hence
correlating the Share of Shelf with the top product ( keeping other regional/ emotional/ national factors constant) we
observe brand having the highest share of shelf tend to appear on top.

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Availability
Product Has been Discovered but are you Available?
We did an analysis for an FMCG brand focusing on it’s availability aspects.

Actionable Insights for Brand to alert the respective teams

Blinkit has the lowest availability of In Delhi, 61% listings are out of
25% stock

Chings has the lowest

availability amongst the
Availability is almost 0% on the Products in the SKU range 112.6 –
competitors
pin codes 110017, 122001 200 should be focused on.
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 What was your Consumer feedback ? Voice of the Consumer ?
Performance 8

In our analysis for Pantene, we identified the customer pain points from the negative comments and keywords from
positive comments which can be incorporaed in listings for improved visibility

• It has 15K+ reviews on 5 platforms.

• On doing a sentiment analysis for negative
comments, we determined most customers had
a concern for quality followed by packaging.
Alerts should be sent to the product teams and
marketing to highlight the quality & packaging
aspects.
• For the positive comments words like Safe,
suitable, affordable were highlighted which
Pantene has an average rating of 4.8 should be included in the product narrative.
whereas Palmolive leads with avg.
rating of 4.9

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Visibility
Are you catching your Consumers eye ?

Category Platform Pages

Hair Care Blibli, Jdid, Lazada, Shopee, Tokopedia Home Page, Category Page

Pantene has the

highest overall
share of visibility
and Head &
Shoulders, Rejoice
have the lowest
visibility

Pantene has highest visibility on category and home page,

Tresemme should other brands should focus on category page to increase their
focus on its visibility visibility
on BliBli and Jdid

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Perfect Page Analysis : How Are My Listings Compared to Competitions?
Category Platforms
Biscuits Amazon Flipkart BlinkIt

In our analysis for Sunfeast where it had a score of 58.75 as compared to the competitor’s average score of 63.11.
Sunfeast had the lowest product description of 10% and SEO friendly 61%.

Sunfeast had the lowest score on product benefits,

McVities had low score for support images and description

Own brand had an overall perfect page score of 58.75 whereas the
competition had a score of 63.11 As Compared to others, Lotte’s listings are not SEO friendly
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Monthly Basket Analysis : What Should be my Target Market and Platforms?
In order to identify customer trends across metropolitan cities we did a monthly basket analysis. A scan was run across
4 cities to find the best price for basic grocery.

Delhi Bengaluru Chennai

Big Big Big

Amazon BlinkIt FlipKart Amazon BlinkIt FlipKart Amazon BlinkIt FlipKart Basket
Basket Basket

DALIYA 35 33 35 33 DALIYA 30 65 36 35 DALIYA 35 65 22 35

GHEE 621 535 660 660 GHEE 620.4 535 660 609 GHEE 634 570 659 643
RICE 650 474 380 550
RICE 650 454 579 454 RICE 580 404 390 476
SALT 24 21 13 20.4
SALT 22 19 10 15.6 SALT 21 21 12 15.6
SUGAR 90 120 108 101
SUGAR 90 102 118 103.02 SUGAR 90 120 108 120
TOOR TOOR
135 137 156 133 TOOR
178 137 156 139 DAL
DAL DAL 178 137 86 137

In Delhi, BlinkIt is top amongst major In Bengaluru, Flipkart seems to have an Flipkart is selling the cheapest across 3
categories edge by selling Rice(5kg) at 380 out of 6 categories in Chennai

 BlinkIt seems to be having fair prices in Delhi which will attract the customers and increased listings on this platform
will lead to higher visibility and share of shelf
 In Bengaluru, Flipkart has higher prices and Big Basket has moderate prices as compared to other platforms.

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Sample SKU Health Scorecard: Coffee Category
The SKU Health scorecard is created by analyzing each sales driving parameter for an SKU as listed below.

Assortment Score (Weightage 50%) Product Availability (in stock/ out of stock) & number of listings on platform
Review Score (Weightage 10%) No of reviews & Avg. Rating
Content Score (Weightage 20%) Quality of content, based upon perfect page analysis
Search Score (Weightage 20%) Discoverability rank on keyword search

Assortment Review Content Search Final Score

brand Variant
50 10 20 20 100
BRU INSTANT
BRU 25 9.2 5.7 7 49
COFFEE
DAVIDOFF DAV INSTANT 4 9.3 9.7 1 29
NES INSTANT
NESCAFE 41.1 8.8 10.9 5 71.8
COFFEE
SUNBEAN SBN COFFEE PASTE 21.4 3.4 8 2 40.8

Nescafe has the highest SKU health score of 71.8, followed by Bru with a score of 54.

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Case Studies : Non-FMCG

Please find Examples from the
Following Categories :
- Electronics ( Laptop)
- Washing Machines
- Smartphone

- Across the following Geographies

India, South East Asia, Africa

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Discoverability
Why is the Competition’s rank higher than us?
While doing an analysis for the laptop category we observed, HP has the lowest share of shelf and Lenovo has higher
share because of highest share of sponsored listings and share of visibility.

Overall Share of Shelf Sponsored Share of Shelf

HP needs to
allocate its budget
on sponsored
listings to
increase the
product’s share of
shelf

Overall Share of Visibility (Banner) Share of Visibility : Category Page

Lenovo is
spending heavily
to capture
consumer mind
space through
banners on
electronics
category page.

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Price Violation
Are There Any Platforms/ Sellers who are Violating MAP of my
Products?
A leading washing machine company wanted to identify map violations for their washing machines on Amazon and
Flipkart.
OEM Code PID Category Platform Variant Time Period
8903287000669 B00RE6RL8M Washing Machines Amazon, Flipkart Fully Automatic 1 Jun- 31 July
Front Loading

 Instead of buying from the brand directly, the

customers will buy from these sellers due to the low
prices

 We helped the client identify the sellers violating the

Minimum Advertised Price for their particular
products.

 We did this analysis on OEM code level and according

to the product ID

 110+ cases were identified and reported

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 Which of my Sub-Brands and Variants are Out of Stock?
Availability 16

We did an analysis for smartphone category in Africa, we observed that infinix had the lowest availability and wanted to
pinpoint the sub brands and variants out of stock for ecommerce platforms.

The Hot 12 model was 62% out of stock in spite of On further deep diving it was found that that 2GB
being a best seller once RAM 64GB ROM variants were majorly out of stock.

Infinix had the lowest availability in the mobile

category

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Performance
Performance : What is my Customer’s Feedback ?
We did a holistic analysis for our Brand to determine their Reviews and ratings

Lenovo has high B2B score and needs to understand the issues and address them. Dell has the worst B2B score
37+5% rating.

The overall average rating of Lenovo is 3.4 ,

where HP is leading with 3.5 in overall rating
and Asus is competing with 3.4 rating . There is
a huge scope for improvement for Lenovo. The overall review count of Lenovo for Flipkart Platform is 756 and the highest review count is for Lenovo
IdeaPad 3 with 210 review count, therefore Asus will be at advantage due to quantum of reviews

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Visibility
What is Competitor’s Banner Communication?
In our analysis for an electronics brand we observed

Dell is leading with 30% share of visibility followed by Lenovo Banners highlighted the display and screen size

33% of the banner were branding in nature Words like display, performance, exchange are often use in the banner

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Thank You!

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