Indian Retailer recently collated the top 100 omnichannel brands in India on the basis of their performance in the mentioned business for the past 5 years. This is a mix of corporates (both domestic and global), SMEs and D2C brands across categories like fashion, footwear, accessories, jewelry, FMCG, food and grocery, cosmetics and personal care, pet care, electronics and home improvement.

Key Factors that Drove Omnichannel Retailing in India

(Sources: Growth of Digital Commerce in India Business Report, Produced by Franchise India & Entrepreneur India)

• Pandemic led e-commerce to cover more than 10% of overall retail
• This led a slew of solution providers in tech integration, fulfilment, warehousing, etc
• Retailers saved on real-estate investments and could offer a wider catalog online
• Influx of social commerce served as major marketing channel
• 43% of the Indian population are internet users and more than half of them are shoppers
• Retailers could merge retailing channels through features like try-and-buy, buy-online-pickup-at store etc.

Key Reasons Why Consumers Don’t Buy Offline

• Complicated Return/ Refund policy
• Special Discounts/Sale as on ecommerce
• Logistics of travel/long queue at checkouts
• Limited merchandise choices
• Inability to compare prices with other stores/brands

Key Reasons Why Consumers Don’t Buy Online

• Is this site dead or alive?
• Lack of promise – return, refund, quality, delivery, price
• Lack of social proof
• Lack of branding
• Lack of immersive web experience
• Cyber fraud
• Misuse of disclosed data

Top Omnichannel Actions

• Rapid Offline Expansion
• Expansion across Online Marketplaces
• Buy-Anywhere-Delivery-Anywhere
• Click-and-Collect
• Endless Aisle at Storefronts
• Personalization
• Self-checkout
• Unified shopper experience - communication & price parity across channels
• Growing D2C Business / Development of in-house app
• AR/VR across channels

(Source: Shoppers Study from Growth of Digital Commerce in India Business Report Produced by Franchise India & Entrepreneur India, 2023)

Download the complete report here: https://www.indianretailer.com/images/pdf/Omnichannel-report.pdf