India Retail Ecommerce 2016: The Relentless Rise in Mobile Sales - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

India Retail Ecommerce 2016: The Relentless Rise in Mobile Sales

eMarketer Report

By: eMarketer

Published: August 11, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

India’s retail ecommerce sector is small but still growing. Much of this expansion is due to surging smartphone adoption among the country’s consumers; almost two-thirds of ecommerce purchases will be transacted via a mobile device in 2016.

  • Retail ecommerce sales will see double-digit growth this year, increasing 75.8% to reach $23.39 billion. By 2020, retail ecommerce sales are expected to total $79.41 billion.
  • Mobile’s share of retail ecommerce continues to grow. In 2016, mcommerce sales will total $15.27 billion, making up 65.3% of all retail ecommerce sales. Those figures will rise to $63.53 billion and 80.0% by the end of the forecast period. Smartphone uptake and the wider adoption of 4G-capable devices and service plans will be responsible for this growth.
  • Complicated regulations have resulted in the dominance of marketplaces over inventory-model ecommerce sites in India—with Flipkart, Amazon India, Snapdeal and Paytm among the platform leaders. However, the sector is likely on the verge of a wave of consolidation, and Alibaba’s expected entry to the market will have a significant impact.
  • Ecommerce in India stands out in terms of how common cash on delivery (COD) is as a payment method. However, mobile wallets and other payment systems have the power to displace COD if they can eliminate customers’ friction points and offer other conveniences.

"Although ecommerce sales will make up only 2.5% of total retail sales this year, retail ecommerce is growing at a frenetic pace in India."

Table of Contents

The eMarketer Forecast

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

The Effect of Regulation on Ecommerce

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Amazon Is Gaining, As Alibaba Waits in the Wings

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Mobile Will Soon Dominate Ecommerce

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Digital Consumer Behavior

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

16 charts are included in the full report:

India Retail Ecommerce 2016: The Relentless Rise in Mobile Sales

Total Retail and Retail Ecommerce* Sales in India, 2015-2020 (billions, % change and % of total retail sales)

The eMarketer Forecast

Total Retail and Retail Ecommerce* Sales in India, 2015-2020 (billions, % change and % of total retail sales)

A Mobile-First Market

Retail Mcommerce Sales in India, 2015-2020

Digital Shoppers* and Buyers** in India, 2015-2020

Amazon Is Gaining, As Alibaba Waits in the Wings

Most Trusted Ecommerce Brand Among Digital Buyers in India, Nov 2015 (% of respondents)

Mobile Will Soon Dominate Ecommerce

Mobile Phone* and Smartphone** Users in India, 2014-2020

Primary Device Used by Digital Buyers in India to Make Digital Purchases, 2015 & 2020 (% of total)

Digital Buyers in India Who Own a Smartphone, Nov 2015 (% of respondents)

Mobile Shopping Apps: Not Displacing the Web Anytime Soon

Mobile App Install Share in India, by Category, 2015 (% of total)

Mcommerce Apps Installed by Digital Buyers in India, Q1 2016 (% of respondents)

Digital Consumer Behavior

B2C Ecommerce Sales in India, by Category, Dec 2015 (billions of Indian rupees)

Share of Retail Ecommerce Sales in India, Dec 2015 (% of total)

Digital Shoppers Are Overwhelmingly Male

B2C Ecommerce Purchase Share in India, by Gender, 2015 & 2020 (% of total)

Demographic Profile of Digital Shoppers and Buyers in India, Dec 2015 (% of total)

Consumers Still Opt for Cash on Delivery, But Digital Payments Are Gaining

Digital Purchase Share in India, by Payment Method, 2015 & 2020 (% of total)

Number of Credit vs. Debit Cards in Operation in India, Dec 2015 (millions)

Monthly Mobile Wallet vs. Prepaid Card Transaction Values in India, Jan 2015 & Jan 2016 (billions of Indian rupees)