Internet and Mobile Association of India (IAMAI)
has estimated that nearly 1 million large and small retailers make use of
online marketplaces to reach out to their customers. These online retailers
represent a very wide range of categories including electronics, books,
apparel, accessories, footwear, jewellery. The presence of such a large number
of online sellers testifies to the efficiencies, disintermediation, lower
capital costs and deep outreach that online marketplaces provide to the
retailers.
In fact, the association contends that for
millions of small sellers who can neither afford an expensive shop front nor
has a brand to sell, online marketplaces have come as a boon by giving them a
low cost business model, wider market access and as well the support of a
well-known brand.
It is for these reasons that many of the
"original equipment manufacturers"
[OEMs], apparel, jewellery and other brand owners sell their products
exclusively through the online channel. In recent months quite a few OEMs have
even launched their products exclusively through online marketplaces.
Online Market place have helped the
retailers with a physical store to sell across the country creating an
employment opportunities for thousands of educated and uneducated Indians.
It also gives buyers even in remote areas
of the country a wide choice of products to choose from and facility to do
comparison shopping at the click of a button.
Therefore, the future lies in an integrated
channel strategy to best benefit the remote consumer and the manufacturer which
is a combination of both offline and online retail sales. These two channels do not conflict with each
other but complement and amplify each other.
About IAMAI
The Internet and Mobile Association of
India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut
of digital businesses in India. It was established in 2004 by the leading
online publishers, but in the last nine years has come to effectively address
the challenges facing the digital and online industry including mobile content
and services, online publishing, mobile advertising, online advertising,
ecommerce and mobile & digital payments among others.
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