You are here: Home>Collections

Can Amazon, world's largest online retailer, crack an emerging market?

Shelley Singh, ET Bureau Sep 26, 2013, 03.39AM IST
(Like China, e-commerce…)

Amazon is here, but it's content to dip its toes while it waits for regulations to change in its favour. If and when they do, it will still face the task of doing something it has never done so far: crack an emerging market.

In just three months, MirchiMart, a Delhi-based online retailer of mobile phones, has seen its business jump by 50%. In the same period, another electronics retailer Universal, which runs 500 stores in South India, has shipped tablets and smartphones to every state and union territory in India. And AXA PDA Lounge, a Bangalore-based retailer of mobile phones and accessories, has seen its business grow by one-third, selling products as far away as Srinagar and Imphal.

Behind the increase in sales and reach of these three retailers is their decision to sell their products also via, the Indian platform of the world's largest online retailer launched in June. While this is doing wonders to their sales, it's a small step to bigger things for Amazon India, but far from a done deal.

Indian rules don't allow Amazon to stock and sell products, which is how it earned 60% of its 2012 revenues of $61 billion (Rs 3,66,000 crore). So, as it bides its time for rules to change in India, it is dipping its toes in this $12 billion market by being an online marketplace, hosting and enabling 500 sellers like MirchiMart, Universal and AXA PDA Lounge. "If regulation permitted Amazon. in to be a seller, it would be good for the consumer," says Amit Agarwal, vicepresident and country manager, Amazon Seller Services. "We will be able to offer more choice."

In his 14 years at the 19 -year-old Amazon, Agarwal has seen the company do that, with great purpose, force and results. Before he relocated to lead Amazon in India, the IIT Kanpur and Stanford graduate helped build the marketplace business in the US, was part of its cloud computing business, did a stint with Amazon international and did two years as advisor to Amazon founder Jeff Bezos. He has seen Amazon power ahead in developed markets. And he has seen Amazon move gingerly in emerging markets, hemmed in by rules, local consumer behaviour and local competition.

India is the 12th country for which Amazon has a dedicated website. It's only its third emerging market, after China in 2004 and Brazil in 2012, and this is a space where Amazon is yet to stamp its presence the way it has done, say, in the US. "In Brazil, Amazon's offering is fairly new and focuses on e-books," says Zia Daniell Wigder, vicepresident and research director, Forrester Research. "However, it will face competition from traditional retailers in Brazil, who have now gone online."

Amazon has been longer in China, which is also a much bigger market. According to Praveen Sengar, research analyst at Gartner, e-commerce in China is a $197 billion market, against $220 billion in US. "China will overtake the US as the largest e-commerce market in a few years," he says.

"But Amazon is not among the top five sellers in China. Even in developed economies like Japan, local player Rakuten is much bigger than Amazon. Companies have to localise to succeed in emerging markets and Amazon has been unable to do so in China."

The Local Challenge

Like China, e-commerce in India is throbbing with local players—75-100 start-ups, driven by entrepreneurs and backed by venture capital. "It's hard for an executive to compete with an entrepreneur," feels Sanjeev Aggarwal, managing director of Helion Venture Partners. "The passion and energy they bring is very different."

Besides, adds Aggarwal, these start-ups understand the local market—like lowvalue transactions, cash on delivery and supplying to 20,000 pin codes. "You can't run retailing in India with executives installed from the US," he says. "Amazon will replicate what has worked for it in other markets." In developed markets, what has worked for Amazon is its large product catalogue competitive pricing, good customer orientation, a culture of innovation, deep pockets (it has about $11.5 billion in cash and marketable securities) and branding.

  In India, too, it will gradually leverage all of this.

Globally, Amazon offers products in 40 categories and two million sellers, and draws about 100 million buyers. "Amazon is like Walmart —keep a huge inventory and sell at a low price," says Anshul Bansal, who quit as vice-president in the investment banking division of Yes Bank in 2011 to become an online retailer of sarees on eBay, another online marketplace.

In India, Amazon is currently offering 13 product categories and is planning to add more in time for the festive season.