Ecommerce Sector Report December 2017

For updated information, please visit www.ibef.org December 2017
E-COMMERCE

Table of Content
Executive Summary……………….….…….3
Advantage India…………………..….……..4
Market Overview …………………….……..6
Porter’s Five Forces Framework....…..…..15
Strategies Adopted………….……..…..…..16
Growth Drivers and Opportunities…….…..18
Industry Associations……………...…….....29
Case Studies…..……………..……………..26
Useful Information……….......……………..31

For updated information, please visit www.ibef.orgE-Commerce3
39
50
64 200
0
100
200
300
2017 2018F 2020F 2026F
450
700
0
200
400
600
800
2017* 2020
CAGR 11.7%
Internet users in India (million)
India’s internet economy (US$ billion)
125
250
0
100
200
300
FY17 2020
Indian E-Commerce Market (US$ billion)
Source: Media sources, Aranca Research
Notes: CAGR - Compound Annual Growth Rate, * - as of June 2017
 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.
 The e-commerce market is expected to reach US$ 64 billion by 2020
and US$ 200 billion by 2026 from US$ 38.5 billion as of 2017.
 With growing internet penetration, internet users in India are
expected to increase at a compound annual growth rate (CAGR) of
15.6 per cent from 450 million at the end of 2017* to 700 million by
2020.
 Rising internet penetration is expected to lead to growth in
ecommerce.
 India’s internet economy is expected to double from US$125 billion
as of April 2017 to US$ 250 billion by 2020, majorly backed by
ecommerce.
EXECUTIVE SUMMARY

ADVANTAGE INDIA
 India is the fastest growing market for the ecommerce sector.
 Being driven by a young demographic profile, increasing
internet penetration and relative better economic
performance, India’s E-commerce revenue is
expected to jump from US$ 30 billion in 2016 to
US$ 120 billion in 2020, growing at an
annual rate of 51 per cent, the highest
in the world.
 The recent rise in digital literacy has led to an
influx of investment in e-commerce firms,
levelling the market for new players to set up
their base, while churn out innovative patterns
to disrupt old functioning.
 Private equity and venture capital investments
in the e-commerce industry in India touched a
record US$ 11.2 billion in the first half of 2017,
a 41 per cent rise over last year.
 In India 100 per cent FDI is permitted in
B2B e-commerce,
 As per new guidelines on FDI in e-
commerce, 100 per cent FDI under
automatic route is permitted in
marketplace model of e-commerce
ADVANTAGE
INDIA
 A lot of India’s blue-chip PE firms had
previously avoided investing in E-commerce
but are now looking for opportunities in the
sector.
 India’s start-up ecosystem is growing
supported by favourable FDI policies,
Government initiatives like Start-up India and
Digital India, as well as rising internet
penetration driven by market players like
Reliance Jio.
Notes: FDI – Foreign Direct Investment

GROWTH OF E-COMMERCE IN INDIA
14
20
39
50
64
188
200
0
50
100
150
200
250
2014 2015 2017 2018 F 2020 F 2025 F 2026 F
Source: Economic Times, PWC, Financial Express
 Propelled by rising smartphone penetration, the launch of 4G
networks and increasing consumer wealth, the Indian e-commerce
market is expected to grow to US$ 200 billion by 2026 from US$
38.5 billion as of 2017.
 E-commerce is increasingly attracting customers from Tier 2 and 3
cities, where people have limited access to brands but have high
aspirations.
 With the increase in awareness about the benefits of online trading,
there has been a significant rise in investment in E-commerce
business. Hand in hand with offline trading, many established
businesses, e.g. Shoppers Stop or Lifestyle, have setup online
transaction channels.
 Earlier food and grocery were never thought of as items for online
trading. However, with the change of working habits, and consumers
opting for adaptability and convenience, there are now innumerable
small and large E-commerce companies selling provisions and food
items like Grofers, BigBasket, etc.
 India's ecommerce industry's sales rose 40 per cent year-on-year to
reach Rs 9,000 crore (US$ 1.5 billion) during the five-day sale period
ending September 24, 2017, backed by huge deals and discounts
offered by the major ecommerce companies.^
Visakhapatnam port traffic (million tonnes)E-commerce Industry in India (US$ billion)
Notes: *Estimated, F – Forecasted, ^ - as per RedSeer Consulting

RISING INTERNET PENETRATION IN INDIA
4.0%
4.4%
5.1%
7.5%
10.1%
12.6%
15.1%
18.0%
27.0%
34.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Source: Economic Times, Live Mint, Aranca Research
 Internet penetration in India grew from just 4 per cent in 2007 to
34.08 per cent in 2016, registering a direct increase of 89 per cent in
2016 over 2007.
 Urban India with an estimated population of 444 million already has
269 million (60 per cent) using the Internet.
 Rural India, with an estimated population of 906 million as per 2011
census, has only 163 million (17 per cent) Internet users. There is
therefore a great opportunity for increasing penetration in the rural
areas.
 Analysis of ‘Daily Users’ reveal that both in Urban and Rural India,
the younger generations are the most prolific users of internet.
 Rising internet penetration is expected to drive ecommerce growth in
India.
Visakhapatnam port traffic (million tonnes)Internet Penetration in India

E-COMMERCE RETAIL MARKET
47%
31%
8%
7%
2%
2%
3%
Electronics Apparel
Home and furnishing Books
Baby products Beauty and personal care
Others
E-commerce retail market by value (2016) The e-commerce retail market is estimated to be worth US$ 12
billion in Gross Merchandise Value (GMV) terms as of 2016.
 Electronics is currently the largest segment in e-commerce in India
with a share of 47 per cent and is expected to grow at a CAGR of 43
per cent by 2020.
 The apparel segment has the second highest share of 31 per cent in
the e-commerce retail industry
 Currently, there are 1-1.2 million transactions per day in e-commerce
retailing.
Source: KPMG Report – E-commerce Retail Logistics India
Notes: CAGR – Compound Annual Growth Rate

ONLINE RETAIL VS TOTAL RETAIL IN INDIA
95%
5%
Offline Retail Online Retail
Online retail out of total retail in India (2020)
97.5%
2.5%
Offline Retail Online Retail
Online retail out of total retail in India (2016)
 There are a lot of opportunities for e-retailers in India to capitalise upon with the gradually growing internet penetration in India.
 The penetration of online retail in India’s total retail market is expected to rise from 2.5 per cent in 2016 to 5 per cent by 2020.
 The online retail market in India increased from US$ 14.5 billion in 2016 to US$ 17.8 billion in 2017 and is estimated to reach US$ 28-30 billion by
2018.

E-COMMERCE RETAIL LOGISTICS MARKET IN INDIA
36%
31%
23%
6%
3%
1%
Apparels Electronics
Home furnishing Baby products
Books Others
38%
29%
15%
9%
7% 1%
1%
Apparels Electronics
Home furnishing Baby products
Books Beauty and personal care
Others
 Logistics is a major driver of the e-commerce retail industry and is an important point of differentiation between market players aiming at better
customer satisfaction and service.
 The logistics sector pertaining to the e-commerce industry in India stood at US$ 460 million in 2016 and is expected to grow at a CAGR of 48 per
cent to reach US$ 2.2 billion by 2020.
Notes: CAGR – Compound Annual Growth Rate
E-commerce retail logistics market in India(2020)E-commerce retail logistics market in India (2016)

E-TAILING MARKET BY BUSINESS MODEL
E-Commerce
Marketplace Model
 Marketplace model adheres to the standards and directions of a
zero inventory model. For example, Naaptol, eBay and Shopclues.
 The e-commerce marketplace becomes a digital platform for
consumers and merchants without warehousing the products.
Marketplaces do offer shipment, delivery and payment help to
merchants by tying up with some selected logistics companies and
financial institutions.
 The new FDI policy rules and regulations in the e-commerce
market have permitted 100 percent FDI in the e-commerce
marketplace model under the automatic route.
Inventory-led Model
 Inventory led models are those shopping websites where online
buyers choose from among products owned by the online
shopping company or shopping website take care of the whole
process end-to-end, starting with product purchase, warehousing
and ending with product dispatch.
 A few examples of such are Jabong, Yepme and LatestOne.com.
Source: PWC

PRIVATE INVESTMENTS IN E-COMMERCE
 Venture capital (VC)-backed firms in India raised a record US$ 9.6 billion of fresh capital between January-September 2017, which is more than
twice the amount of capital raised during the same period in 2016.
 The first half of 2017 recorded 26 start-up funding deals of value US$ 100 million and above, aggregating to US$ 7.7 billion and accounting for 68
per cent of investments during the period.
Company Investor Funding (US$ million)
Flipkart SoftBank 2,500
Capital Float Ribbit Capital, SAIF Partners, Sequoia India 45
Bank Bazaar Experian Plc 30
Droom Asset Management (Asia) Ltd, Digital Garage Inc 20
1 mg
HBM Healthcare Investments, Maverick Capital Ventures, Sequoia India,
Omidyar Network and Kae Capital
15
Gozefo Sequoia Capital India, Helion Venture Partners and Beenext Pte Ltd 9
Jumbotail Kalaari Capital, Nexus India Capital Advisors 8.5
Blackbuck InnoVen Capital 7.7
The Label Life Kalpavriksh, Centrum group’s maiden private equity (PE) fund 3.1
Chumbak Blacksoil Capital Pvt. Ltd 1.7
MFine Stellaris Venture Partners, Mayur Abhaya, Rohit M.A 1.5
Spinny Blume Ventures, Indian Angel Network, Kunal Shah, Sandeep Tandon 1
Funding Activities (As of December 2017)

KEY PLAYERS

PORTER’S FIVE FORCES FRAMEWORK ANALYSIS
 Low – Bargaining power of suppliers
is low as there are many suppliers in
the market, and therefore the
ecommerce companies have the
power to choose their suppliers.
Bargaining Power of Suppliers
 High – Threat of substitutes is high as
there are a lot of sellers with similar
products and services; and there is no
switching cost for customers.
Threat of Substitutes
 High – Competition among major
players is very high, as there is no
switching cost for customers. The
players are constantly competing on
the basis on price as well as other
factors that influence buyers’ choice
like quick delivery, discounts and
offers, variety, customer service etc.
Competitive Rivalry
 High – Threat of new entrants is high,
as there is very little cost involved in
setting up an ecommerce website.
Threat of New Entrants
 High – Bargaining power of
customers is very high as there are
many players in the market with
similar products and there is no
switching cost. Buyers prefer the
company that offers the best price
among other factors.
Bargaining Power of Buyers
Positive Impact
Neutral Impact
Negative Impact

 E-commerce companies are gradually expanding to different cities, regions and even countries. They are also
expanding their product range to cater to a larger amount of people.
 In May 2017, Uber launched UberEats, an on-demand food delivery app in India
 As of July 29, 2017 Amazon India has pledged US$ 500 million for the expansion of its food retail business in
India.
 One of the biggest advantage of E-commerce is that along with the core product or service it can also provide
numerous ancillary services without having to invest a lot.
 Amazon India introduced one day delivery guarantee on purchases for a nominal fee. Flipkart started with
same day guarantee in 2013 too.
 Flipkart introduced its own payment gateway Payzippy and also, its own logistics and supply chain firm Ekart.
 E-commerce websites are also introducting e-Wallet services; for example - Amazon’s Pay Balance.
 Site visitors demand one-of-a-kind experiences that cater to their needs and interests. Technology is
available, even to smaller players, to capture individual shoppers’ interests and preferences and generate a
product selection and shopping experience led by individualised promotions tailored to them.
 Many E-commerce websites provide personalised experience to customers to cater to their needs and
interests depending upon their location, choices, products they like or buy, websites they visit etc.
 This strategy has helped companies to know customers’ demands better and serve them accordingly.
 E-commerce companies are increasingly adopting subscription model to provide extra benefits and tailored
services to customers to suit their needs.
 Amazon introduced Amazon Prime, a subscription based service for Amazon customers, in 2016. members of
Amazon Prime could avail early access to selected deals, free one day delivery and other benefits. Amazon
Prime subscribers in India stood at around 5-6 million as of December 2016
 In 2014, Flipkart introduced Flipkart First, a premium subscription based services wherein a customer gets
free delivery, discounted same day delivery, priority customer service etc.
STRATEGIES ADOPTED
Expansion
Ancillary services
Personalised
Experience
Subscription for
ecommerce
Source: Media sources, Company websites, Aranca Research

E-Commerce
GROWTH DRIVERS
AND OPPORTUNITIES

GROWTH DRIVERS FOR E-COMMERCE
Growth
drivers
Increasing
awareness
Investment
Government
initiatives
 Government initiatives like
Digital India are constantly
introducing people to online
modes of commerce.
 Favourable FDI policy is
attracting key players.
 Increasing FDI inflows,
domestic investment, support
from key industrial players is
helping in the growth of e-
commerce.
 As the awareness of using internet is
increasing, more and more people
are being drawn to E-commerce.
 Whether it be sellers, buyers, users
or investors, people have started
getting used to online mode or
commerce.
Source: Aranca Research

 Number of online shoppers is expected to go up to 175 million by 2020.
 Mobile-savvy shoppers are the backbone of India’s online shopping industry.
 Men in India are more avid shoppers than women in part because of demographic and cultural differences.
 Discounts, added with a comfort of sitting at home and purchasing, is an effective driving factor of E-
commerce. Availability of various websites gives customers a lot of options to choose from.
 Chatbots and personal assistance apps have made transactions seamless.
 One can get several brands and products from different sellers at one place. Also, one can get in on the latest
international trends without spending money on travel; you can shop from retailers in other parts of the
country or even the world without being limited by geographic area.
 Metro cities like Bengaluru, Mumbai, and Delhi, with population greater than 100,000, accounted for most
online shopping in absolute numbers.
 Less densely populated regions generated a larger proportion of online sales. Nearly 60 per cent of
Snapdeal’s purchases came from cities classified as tier II and III.
 Flipkart also noted that “sales of branded products across categories saw a sharp increase, as more of tier 2
and tier 3 Indian towns took to shopping online.”
 Although shoppers between 25 and 34 years of age were most active on e-commerce portals, a surprising
number of older people also shopped online in 2016.
 However, the age group of 15-34 years are the major consumers of E-commerce.
 The popularity of web series among millenials is growing immensely.
DEMOGRAPHIC FACTORS
Online Shoppers
Convenience of E-
commerce
Tier II and Tier III cities
provide major sales
Millennials are the most
active
Source: Economic Times, Media sources, Aranca Research

 Web content search in Hindi grew by 155 per cent in 2015 whereas that through mobile internet grew by 300 per cent in
the same period.
 In a move to grab the opportunity, Snapdeal and Make My Trip had launched their apps in Hindi and a few other
vernacular languages in 2014.
 Online retailers see this emergent segment as a new growth driver as the incremental growth in mobile subscribers can
be credited mainly to people who are comfortable with languages other than English.
 Consumer demand can be seen increasing even in small towns and cities.
 Less densely populated regions generated a larger proportion of online sales. Nearly 60 per cent of Snapdeal’s
purchases came from cities classified as tier II and III.
 Flipkart also noted that “sales of branded products across categories saw a sharp increase, as more of tier 2 and tier 3
Indian towns took to shopping online.”
 Online retailers’ growing reach in town and cities beyond metros is driven by an increasing in usage of mobile internet in
the country. Increased ownership of smartphones is helping more Indians access shopping websites easily.
 Rise in smartphone usage is expected to reach 50 per cent penetration by 2020.
FACTORS DRIVING E-COMMERCE GROWTH… (1/2)
Internet content in local
languages
Growth in non-metro
cities
Mobile Commerce

 A net addition of nearly 140 million debit cards has been recorded in the country in the past few years. Usage of debit
cards at points of sale terminal has increased by 86 per cent during the same period. This clearly reflects that people are
getting comfortable with using debit cards for activities other than withdrawals at ATM.
 Many online retails insist use of debit cards for high value transactions, this is however a welcome change. This will help
e-tailers to increase their reach.
 Digital payments will act as a game changer for the domestic e-commerce business and the current trend of dominance
of Cash-on-delivery would be reversed in the next five years, as per Mr Sachin Bansal, Executive Chairman, Flipkart.
 Online retailers now deliver to “12,500-15,000 pin codes” out of nearly 100,000 pin codes in the country.
 With logistics and warehouses attracting an estimated investment of nearly US$2 billion by 2020, the reach of online
retailers to remote locations is set to increase.
FACTORS DRIVING E-COMMERCE GROWTH… (2/2)
Cashless Transactions
Growth of logistics and
warehouses.
 Amazon has launched an online Business-to-Business (B2B) market place in India where small and medium enterprises
(SMEs) can buy products.
 Metro Cash and Carry, Germany-based, B2B retail store chain, is planning to start e-commerce solutions for its B2B
business in India by the end of 2017.
 Power2SME, one of the largest B2B online marketplaces in India that provides raw materials to small and medium
enterprises (SMEs), has raised US$ 36 million from Inventus Capital, Accel Partners and others in September 2017,
which will be used towards technology, sales, marketing and geographic expansion.
B2B ecommerce
 Chinese phone manufacturer, Xiaomi Corporation, is planning to invest about US$ 1 billion in 100 Indian start-ups over
the coming five years, with an aim to make an ecosystem of apps surrounding its smartphone brand.
 US-based ecommerce giant, Amazon, has invested about US$ 1 billion in its Indian arm so far in 2017, taking its total
investment in its business in India to US$ 2.7 billion.
Increasing Investments

GROWTH OF INTERNET USERS
46.59
52.43
62.16
92.32
125.61
158.96
193.20
233.15
375.00
432.00
450.00
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
450.00
500.00
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017*
Source: Economic Times, Live Mint
 The number of Internet users in India is estimated at 465 million as
of June 2017, growing at a CAGR of approximately 23 per cent in the
last decade.
 Urban India with an estimated population of 444 million already has
269 million people(60 per cent) using the Internet.
 Rural India, with an estimated population of 906 million as per 2011
census, has only 163 million (17 per cent) Internet users.
 77 per cent of urban users and 92 per cent of rural users consider
mobile as the primary device for accessing the internet, largely
driven by availability and affordability of smartphones.
 In Urban India, the Internet user base grew by 7 per cent to 263
million for year-on-year period ended October 2016, which is
estimated at 285 million as of June 2017
 For the same annual period ending October 2016, rural India’s
internet user base grew by 22 per cent between to 157 million and is
estimated to be at 180 million as of June 2017.
Visakhapatnam port traffic (million tonnes)Internet Users in India (million)
Notes: *Estimated as of June 2017
CAGR 23%

INCREASE IN MOBILE SHIPMENTS DRIVING E-
COMMERCE GROWTH
India’s Smartphone Shipments (millions)
8.0
14.5
17.5
42.5
79.5
102.0
108.0
92.5
0
20
40
60
80
100
120
2010
2011
2012
2013
2014
2015
2016
2017*
 The proliferation of mobile devices combined with internet access via
affordable broadband solutions and mobile data is a key factor
driving the tremendous growth in India’s e-commerce sector.
 Smartphone shipments in India stood at 27 million units in the first
quarter of 2017 and 28 million units in the second quarter of 2017,
37.5 million units in the third quarter, taking the total shipments to
92.5million units in 2017.*
 The overall smartphone shipment is expected to reach nearly 1.6
billion units in 2017.
 Mobile platforms have emerged as a major gateway for customer
purchases as smartphones are increasingly replacing PCs for online
shopping.
 Offline brands have now started focusing on online channels as well
to gain extra market share.
 65 per cent of the people who shop online, do so using their mobile
phones.
 Smartphone users in India are expected to reach 700 million by
2020.
 India's mobile wallet industry is estimated to grow at a compound
annual growth rate (CAGR) of 148 per cent to reach US$ 4.4 billion
by 2022. ^
Source: IMF, World Bank, International Data Corporation (IDC)
Notes: * As of September 2017, ^ - 'World Payment Report 2017' by Capgemini.

GOVERNMENT INITIATIVES IN E-COMMERCE
 Since 2014, the Government of India has announced various initiatives namely, Digital India, Make in India, Start-up India, Skill India and
Innovation Fund. The timely and effective implementation of such programsmes will likely support the e-commerce growth in the country.
 In the Union Budget of 2017-18, government has allocated US$ 1.55 billion to BharatNet Project, announcing availability of high speed broadband
connectivity on optical fibre and accessibility of wifi hot spots and digital services at low tariffs in more than 150,000 gram panchayats, by the end
of 2017-18.
 In December 2017, the Department of Industrial Policy and Promotion (DIPP) is planning to release the index to rank Indian states based on the
start-up ecosystem and the measures undertaken to promote start-ups in the states.
 Finance Minister Mr Arun Jaitley has proposed various measures to quicken India's transition to a cashless economy, including a ban on cash
transactions over Rs 300,000 (US$ 4,655.1), tax incentives for creation of a cashless infrastructure, promoting greater usage of non-cash modes
of payments, and making Aadhaar-based payments more widespread.
 Government announced the launch of BHIM app. It will help increase digital payments in the country. BHIM app has been adopted by 12.5 million
so far. The Government will launch two new schemes to promote the usage of BHIM; these are, Referral Bonus Scheme for individuals and a
Cashback Scheme for merchants.
 Under the Digital India movement, government launched various initiatives like Udaan, Umang, StartUp India Portal etc.
 The recent announcement of GST roll out, another significant reform would help e-retail competitors streamline their supply chain and simplify
their tax structure, while rationalising seamless integration of goods and services across the country. Moreover it will eliminate the dual taxes
being imposed on the current ecommerce eco system.
 The Reserve Bank of India (RBI) has instructed banks and companies to make all know-your-customer (KYC)-compliant prepaid payment
instruments (PPIs), like mobile wallets, interoperable amongst themselves via Unified Payments Interface (UPI) by April 2018.
 In order to increase the participation of foreign players in the e-commerce field, the Indian Government hiked the limit of foreign direct investment
(FDI) in the E-commerce marketplace model for up to 100 per cent (in B2B models).
 The Government of India has distributed rewards worth around Rs 153.5 crore (US$ 23.8 million) to 1 million customers for embracing digital
payments, under the Lucky Grahak Yojana and Digi-Dhan Vyapar Yojana.
Source: Union Budget 2017-18, Media sources, Aranca Research

FLIPKART: OVERVIEW
11
20
150
360
1,910
700
3,900
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2009 2011 2012 2013 2014 2015 2017*
Source: Economic Times, Flipkart, Business Line, Aranca Research
 Flipkart, an Indian E-Commerce company, started in October 2007
and is currently headquartered in Bengaluru.
 Flipkart was started by Sachin Bansal and Binny Bansal and as of
March 2017, has 8000 permanent employees and 20000-25000
contract workers who form part of its supply chain.
 Flipkart is the market leader in India’s online marketplace with over
80 million products across more than 80 categories.
 As of April 2017, Flipkart was valued at US$ 11.6 billion.
 Since 2009, Flipkart—now valued at US$11.6 billion—has raised
over US$4 billion in 11 funding rounds. American investment firm
Tiger Global participated in nine of them.
 Flipkart boasts of having 100 million users and 100 thousand sellers
along with 21 warehouses.
 On average, Flipkart has around 8 million shipments per month.
 In 2016, Flipkart became the first Indian App to cross 50 million
users.
 In April 2017, Flipkart raised US$ 1.4 billion from Microsoft, eBay
and Tencent and in August 2017, it raised US$ 2.5 billion from
SoftBank.
 In exchange of an equity stake in Flipkart, eBay made a cash
investment of US$ 500 million and sold its eBay.in business to
Flipkart, in 2017.
Visakhapatnam port traffic (million tonnes)Flipkart’s funding (US$ million)
Notes: *As of August 2017

EVOLUTION OF FLIPKART
2007 2008-09 2012-132010-11 2014-15 2016 onwards
 Founded in October 2007
by Sachin Bansal and Binny
Bansal with an investment
of mere US$ 6,200.
 Introduces music, movies and mobiles.
 Launches cash on delivery, card on delivery and
prepaid wallet to store money online.
 Introduces 30 day replacement guarantee and
also, a dedicated logistics for faster delivery.
 Receives funding from Tiger Global of US$ 20
million in March 2011.
 Company valued at US$ 1 billion
 Acquires Myntra for US$ 300 million.
 Raises US$ 210 million from DST Global.
 Receives a whopping US$ 1 billion funding from GIC Singapore and
existing investors.
 Raises US$ 700 million, in 2014, from hedge funds like Greenoaks,
Steadview Capital, Qatar Investment Authority and T. Rowe Price and
the same amount from existing investors in 2015.
 Valuation shots up to US$ 15.5 billion.
 Flipkart went online as a book retailer.
 Ashish Gupta, founder of Junglee and Helion
Venture Partners funds Flipkart initially.
 Receives it’s first funding in 2009 of US$ 1
million from Accel Partners and US$ 20
million from Tiger Global.
 Company valued at US$ 50 million.
 Launches lifestyle and fashion products
 Launches payment gateway Payzippy.
 Becomes a unicorn startup in 2012. Announces
US$ 150 million round led by South African tech
major Naspers.
 Raises US$ 200 million from existing investors
and US$ 160 million from Morgan Stanley, Sofina,
Vulcan Capital and Dragoneer.
 Valued at US$ 1.6 billion
 Crosses 100 million registered users.
 Raises US$ 1.4 billion from Tencent, Microsoft and
eBay, in 2017
 As of April 2017, receives valuation of US$ 11.6
billion.
 In August 2017, completes merger with eBay India.
 Receives US$ 2.5 billion in funding from SoftBank
in August 2017.
 In November 2017 Flipkart,launched its own
smartphone brand ‘Billion Capture +’
Source: Financial Express, Company website, Aranca Research

E-Commerce
INDUSTRY
ASSOCIATIONS

KEY INDUSTRY ASSOCIATIONS
e-Commerce Association of India
Address: 111/112, Ascot Centre, Near Hotel ITC Maratha,
Sahar Road, Sahar, Andheri (E)
Mumbai – 400099
Phone: +91 22 28269527 - 29
Fax: +91 22 28269536
E-mail: info@rai.net.in
Address: 122, 1st Floor, Devika Tower
Corporate Business District, Nehru Place
New Delhi –110 019
Phone: +91 011 41582722
Fax : +91 011 41582722
Email: info@ecai.co.in
Retailers Association of India (RAI)

GLOSSARY
 CAGR: Compound Annual Growth Rate
 GMV – Gross Merchandise Value
 FDI: Foreign Direct Investment
 FY: Indian Financial Year (April to March)
 GOI: Government of India
 INR: Indian Rupee
 US$: US Dollar
 Wherever applicable, numbers have been rounded off to the nearest whole number

EXCHANGE RATES
Year INR Equivalent of one US$
2004–05 44.81
2005–06 44.14
2006–07 45.14
2007–08 40.27
2008–09 46.14
2009–10 47.42
2010–11 45.62
2011–12 46.88
2012–13 54.31
2013–14 60.28
2014-15 61.06
2015-16 65.46
2016-17 67.09
Q1 2017-18 64.46
Q2 2017-18 64.29
Year INR Equivalent of one US$
2005 43.98
2006 45.18
2007 41.34
2008 43.62
2009 48.42
2010 45.72
2011 46.85
2012 53.46
2013 58.44
2014 61.03
2015 64.15
2016 67.21
H1 2017 65.73
Exchange Rates (Fiscal Year) Exchange Rates (Calendar Year)
Source: Reserve bank of India, Average for the year

DISCLAIMER
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Ecommerce Sector Report December 2017

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Ecommerce Sector Report December 2017