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Growth of Consumer durables in E–commerce.

Growth of Consumer durables in E–commerce.


1.Growth of consumer durable market online

E-commerce has nearly grown 375 million in 2015 . India currently ranks 9th in consumer durable market .India is expected to be the 5th largest consumer durable market in the world by 2025 . The consumer electronics market is expected to increase to USD 400 billion by 2020. It is riding the crest for country’s economic boom. Consumer durable with e-tailing is slated to become a significant channel yielding revenues of about 15-20 per cent from about three per cent now.


1.    Panasonic had decided to spend 20 per cent of its total digital marketing budget on e-commerce campaigns.

2.    Godrej Appliances is taking a different strategy. The company is tying up with marketplaces like Amazon and Flipkart, besides its existing partner Indiatimes.

3.      Whirlpool, which sells on its own e-commerce site covering 21 towns, is expanding coverage to 30 towns by the year-end

2. Most sold products online

1.      Audio / Video equipments ( Aux cables )

2.      Computer components ( pendrives , mouse )

3.      Mobiles phones

4.      Watches and clocks

 5.      Air - Conditioners
 6.      Microwave

3. Online Organisations selling Consumer durables.


Ø  In November 2007, Amazon launched Amazon Kindle, an e-book reader which downloads content over "Whispernet", via Sprint's EV-DO wireless network. The screen uses E Ink technology to reduce battery consumption and to provide a more legible display. As of July 2014, there are over 2.7 million titles available for purchase at the Kindle Store.

·         In July 2014 Flipkart launched its own set of tablet, mobile phones & Phablet. The first among these series of tablet phones was Digiflip Pro XT 712 Tablet.

·         In July 2014 Flipkart launched its first networking router, under its own brand name named DigiFlip WR001 300 Mbit/s Wireless N Router.

·         In September 2014 Flipkart launched its in-house home appliances and personal healthcare brand Citron. The label includes a wide range of cooking utilities and grooming products

4. Growth

India’s online retail market was expected to cross Rs 7,000 crore by 2015. KPMG and the Internet and Mobile Association of India have said India's e-commerce sector has grown 150 per cent in the past three years — from $3.8 billion in 2009 to $9.5 billion in 2012. According to their study, e-commerce will contribute 4 per cent to India’s gross domestic product by 2020.


5. Challenges

1.      Only 34% of consumer durables have entered into online platform

2.      More than 50 per cent of the sales happen in non-metro cities.

3.      India might not have an online behemoth such as Amazon yet, but the country is catching up on online buying.

4.      Consumer awareness regarding purchasing consumer durables online is low.


6. Opportunities

1.      People engage in online buying because it is effortless, takes away the need to travel for purchases and the product is home delivered.

2.      Online retailers ensures timely delivery and great product quality.

3.      Online buying is poised to become one of the most happening businesses of new economy, creating a whole lot of entrepreneurial and investment opportunities.

4.      Currently the industry is worth about $10 billion, but in the next three to four years is expected to rise to $30 to $40 billion.

 5.      Rising purchasing power of people with higher propensity to consume with preference of sophisticated brands.

 6.      Penetration of consumer durables market would be deeper in India.


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