The Magic Book of Ecommerce Spells – A Report

A report that’s both, a thorough analysis of the Indian ecommerce market and a step-by-step guide on how to achieve success.


The Magic Book of E-commerce Spells – A Report, published by Ecumen is based on the survey of 500+ ecommerce companies. The report delivers a wealth of insights on the Indian ecommerce scenario with a special focus on major ecommerce success stories. It is the definitive guide to Indian ecommerce market backed by an in-depth analysis

The report highlights factors driving growth across individual ecommerce categories and offers practical solutions on how you can meet various challenges you face.These extensive insights will help you build a competitive advantage to increase your market-share in the evolving ecommerce landscape.


Full of Insights

26case studies

Of Top Online Players


Covering All Important Aspects


Captured with Numbers & Charts

How you’ll benefit from this research?

More than 80% ecommerce startups fail. This report dramatically reduces your chances of failure.

An ecommerce business will typically have key functions like Technology, Operations, Digital Marketing, Logistics, Finance etc. When starting up, most entrepreneurs only have understanding/expertise of only one or two of these functions. This lack of preparedness is the cause of high failure rate in startups.

The report reveals critical strategies of major Indian ecommerce players and provides you an indispensible manual to succeed. It is a step-by-step guide for ecommerce startups and established players on how best to navigate the online market and create a spectacular success. These insights will help build a competitive advantage to increase your market-share in the evolving ecommerce landscape.

Key Findings:

  • Pricing and logistics strategies will prove to be a game-changer
  • Technology will offer competitive advantage more than ever
  • Ecommerce players will grow in niche categories
  • VCs give great importance to the team behind a startup
  • Digital marketing spend will increase multi-fold
  • Shift towards inbound techniques rather than outbound

Features of This Report

This report takes a very close look at the Indian ecommerce landscape. It explores in detail the individual category breakdown across various verticals and reveals market share analysis of key players. The report also offers solutions on how you too can utilize those strategies to grow. The report explores the following areas:

  • Overview of factors driving the ecommerce growth in India
  • Category break-down of current ecommerce industry
  • Detail analysis of each retail category
  • 26+ case studies of Indian E-commerce leaders

Who should read this report?

The report is essential reading for ecommerce entrepreneurs and people heading ecommerce Startups. It is indispensable for people who are in key positions in the ecommerce industry like operation heads, digital marketing heads etc.

The report has a wealth of resources for offline brands who are planning their online/digital foray.

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Table Of Content:


Driven by an unprecedented growth in 2014-15, the Indian e-commerce market stands at the threshold of a new era driven by Omni-channel retail and mobile commerce. As new e-commerce verticals like online grocery and Home Décor grow in acceptance along with a more conducive ecosystem for e-commerce to sustain and thrive, business confidence has significantly improved. The strong growth prospects of ecommerce business continue to attract Venture Capitalists and flurry of attention.

Topics covered within this section:

  1. Ecommerce
  2. Ecommerce market journey
  3. Overview of eCommerce Business Models
  4. Overview of Indian eCommerce
  5. Overview of eCommerce ecosystem
  6. Current scenario of Indian eCommerce
  7. Social Media as lead generation tool
  8. Mobile Commerce
  9. Price comparison engine
  10. Online grocery store
  11. Innovation in logistics
  12. Overview of Indian E-tail
  13. Driving factors in e-tail
  14. Overview of online shoppers
  15. Geography: beyond metros
  16. E-Commerce Payment Overview


The growth of e-commerce depends on the related advancement of a consistent legal and regulatory framework that can successfully regulate rights and obligations in online retail.

Topics covered within this section:

  1. Regulation of Investments in the E-Commerce Space in India
  2. Content Regulations
  3. Indian E-commerce and Taxation
  4. Direct Taxes
  5. Indirect Taxes
  6. Applicable Taxation on different Business category
  7. Tax Application on e-commerce Business Models:
  8. Essential Legal Formalities for Starting E-Commerce Business in India
  9. The Way Forward


In the fast changing digital and data landscape, the choice of technology platform will offer a distinct competitive advantage.

Topics covered within this section:

  1. Ecommerce Platforms
  2. Comparative analysis of top 5 open-source CMSs
  3. Third Party Development
  4. Comparative analysis of top 5 managed (hosted) e-commerce platforms
  5. Open Source CMS
  6. Bespoke CMS
  7. Ecommerce Marketplace Development
  8. Multi-Vendor E-Commerce Platform
  9. Conclusion


Logistics will define success for e-commerce players and as e-commerce competition intensifies, efficient logistics providers will emerge as big winners in this fiercely competitive logistics space.

Topics covered within this section:

  1. Major Challenges faced by E-commerce logistic players
  2. Recent Trends
  3. In-house logistics vs. third party Logistics?
  4. Logistics Costing
  5. Handling Reverse Logistics
  6. Setting up Reasonable Returns Policies
  7. Choose Appropriate Reverse Logistics Mode
  8. Current return and reverse logistics practices of major Indian e-tailers
  9. Enabling Same-day Delivery in your business
  10. Trends in Apparel Logistics Management
  11. Conclusion


Pricing strategy, as one of the core pillars of sustainable success in e-commerce is often complex and critical. In the competitive Indian e-commerce landscape, pricing strategies can be used to defend an existing market from new entrants, to increase market share within a market or to enter a new market.

Topics covered within this section:

  1. Understanding various pricing strategies and which one to use when?
  2. A comparative analysis of various pricing strategies
  3. Case Study: McDonald’s Pricing Strategy in India


Offering discounts for your online store can be a powerful weapon in your conversion arsenal, however, use haphazardly, and you can do significant damage to your brand or worse, become unprofitable.

Topics covered within this section:

  1. The Pros and Cons of Online Store Offers
  2. How to choose the right discount strategy
  3. Types of Offers
  4. When and How to Use Offers
  5. Bundle discounts
  6. Some Other Online Discount Strategies


Digital marketing is going to be one of the biggest expense of your business. More so in the initial phase of the business. Choosing the right strategy will decide the fate of your ventures.

Topics Covered Within this Section:

  1. Digital Marketing Overview & Trends
  2. Traffic Generation: Using Digital Marketing Channels
  3. Search Marketing (SEO & PPC)
  4. Display Marketing & Retargeting
  5. Social media Marketing
  6. Email/SMS Marketing
  7. Affiliate Marketing
  8. Traffic Conversion: Tools to convert traffic into sale
  9. How to develop a Digital Marketing Strategy


Product Page plays a pivotal role in the customer buying process. If the UX it offers and the page elements are well placed, you will see a direct impact in higher conversion rate. Therefore, most e-commerce companies invest a significant portion of their time and money in designing a seamless experience that is both attractive and persuasive.

  1. What shoppers look for on a product page?
  2. The basic information of a product page should consist of?
  3. Seven Product page essentials
  4. 21 steps to effective E-commerce Practices
  5. Best Product Page Practices
  6. Factors making up the purchase decision
  7. Focused elements
  8. Use Standardized Communication & Symbols
  9. Exclusion best practices
  10. Staying away from Fancy Features
  11. Photos: Picture Perfect Product Pages
  12. Recommendation that kills the Product experience


The multi-platform e-commerce business requires capital, and getting it at the right time is very important. The sheer scale and potential of the untapped opportunities in the Indian e-commerce market continue to attract attention of VCs as an unbeatable investment.

Topics covered within this section:

  1. Introduction: What is Venture Capital?
  3. Advantages of VC funding
  4. Disadvantages of VC funding
  5. VC Funding scenario in India in 2015
  6. The most active investors for the quarter
  7. Stages in Venture Capital Funding
  8. What Do Venture Capitalists Look For While Investing
  9. The Funding Process Or Steps to Approach VC Funding’s
  10. VC Investment Process
  11. Term Sheet
  12. Valuation Methods


This section provides you an extensive research of major e-commerce verticals and reveals strategies of key players within each category. The insightful analysis within the Indian e-commerce context offers solutions to e-commerce companies, especially start-ups to achieve further growth. Get exclusive access to individual category breakdown with updated statistics, case studies and exclusive detailed market share analysis.


Apparels & Accessories has driven the unprecedented growth of the Indian e-commerce and is growing enormously with a CAGR of 13% and is estimated to increase to USD 124 billion by 2020 from 55.2 USD Billion in 2015. The growth of Omni-channel retail and mobile commerce further make it one of the most lucrative online retail categories.

Topics covered within this section:

  1. Category Snippets
  2. Overview of Overall Apparels & Accessories Market
  3. Changing Trend of Consumer Preferences
  4. Understanding the market with the help of data
  5. Fashion Accessories Market (Footwear, Bags, Belts)
  6. Growth Drivers
  7. Key Success Factors For Apparel Industry:
  8. Online Apparels & Accessories Market
  9. Trends in online apparel market
  10. Key Challenges in Online Apparels
  11. Case Study –


Home furniture is the largest segment in the Indian furniture market, accounting for about 65 per cent of furniture sales. As the category sees a growing acceptance among online consumers, it presents itself as a huge scope because of its higher average ticket size and profit margins vis-à-vis other categories. Moreover, there is a huge scope of this 25% of smaller furniture items and rest 60% of pure home decor items in online because of their smaller sizes.

Topics covered within this section:

  1. Overview of the overall Home Décor market
  2. Value Trend
  3. Market Characteristics
  4. Furniture Market Classification
  5. Key Challenges
  6. Key Success factors
  7. Online Furniture Market
  8. Online Players in Furniture Market
  9. Case Study: Urban Ladder


India is the 6th largest grocery market. Industry reports suggest, food and grocery segment constitutes about 70% of the $520 billion retail market in India. Despite the positive market drives- large population, increasing wealth, consumer spending and economic growth – Indian retail market is surprisingly underdeveloped. The report highlights critical factors driving the eCommerce vertical and offers solutions for e-grocers to reap stellar success.

Topics covered within this section:

  1. Brief Overview of overall market
  2. Value trend
  3. Market characteristics
  4. Online market Brief
  5. Trends
  6. Current Trends
  7. Success factor in online grocery store
  8. Challenges
  9. Case Study-
  10. Five takeaways


Baby care market in India has experienced stupendous growth over the past few years due to changing consumer mindset and increasing penetration of baby care products. India has emerged as the most preferred market for the companies involved in baby care product manufacturing and marketing.
Topics covered within this section:

  1. Snippets:
  2. Baby products Industry Overview
  3. Market Characteristics
  4. Baby Care Products Market Classification
  5. Key Success factors for the growth
  6. Online Scenario of Baby products
  7. Baby products Industry Overview
  8. Baby Care Products Market Classification
  9. Current Trend
  10. Challenges
  11. Case Study:


The Healthcare sector, in India, is at an inflection point and is poised for rapid growth in the medium term. The presence of few niche organized players in the online space offers a great platform for new entrants and start-ups to grow especially as the space is huge and there is a surging demand of quality products and services.

Topics covered within this section

  1. Snippets:
  2. Brief Overview of overall market
  3. Value Trend
  4. Market Characteristics
  5. Classification of market
  6. Key Success Factor
  7. Online market Brief Overview
  8. Trend
  9. Fresh Startup Performance
  10. Challenges
  11. Case Study – HealthKart


The Indian publishing industry is growing at an impressive pace of 15% . This high propensity for reading, growth in literacy, increasing internet penetration and internet-enabled devices, plus a rapid growth of middle class population with increasing disposable income, makes it a very promising market.
Topics covered within this section:

  1. Snippets
  2. Overall books Industry Overview:
  3. Value Trend
  4. Domestic Market Trend
  5. Books Market Characteristics
  6. Books Market Classification
  7. Key Success factors for the growth
  8. India’s online E-Book Overview
  9. Current trends
  10. Challenges
  11. Case Study – Infibeam


India’s jewellery market is expected to get more organized and the share of family jewelers (unorganized) is expected to decline in the coming years.The online jewelry business in India is humming, aided by growing acceptability of e-commerce, aggressive promotion and a string of high-profile investments. The domestic online jewellery market will likely grow at an average 60-70% annually for the next several years.

Topics covered within this section:

  1. Snippets
  2. Overall Jewelry Industry Overview
  3. Value Trend
  4. Jewelry Market Characteristics
  5. Jewelry Market Classification
  6. Imitation Jewelry Overview
  7. Key Success factors for the growth
  8. Online Scenario of Jewellery Market
  9. Online Jewelry Overview
  10. Online Imitation Jewelry Market
  11. Current Trends
  12. Challenges
  13. Case Studies


Fragrance industry in India is still at nascent stage but its rising demand is largely driven by growing awareness and preferences amid strong Indian middle class with high disposable incomes. Rising demand for fragrances from Tier II and III markets is the real growth driver of this industry as a result companies are gradually shifting their focus from metros and exploring other markets.

Topics covered within this section:

  1. Snippets
  2. Brief Overview of overall market
  3. Value trend (Perfume)
  4. Value trend (Beauty)
  5. Market Characteristics: (Perfume)
  6. Market Characteristics: (Beauty)
  7. Classification of Market: (Perfume)
  8. Classification of Market: (Beauty)
  9. Key Success Factor: (Perfume & Beauty)
  10. Online market Brief:
  11. Trend: (Perfume & Beauty)
  12. Fresh startup Performance
  13. Challenges: (Beauty & Perfume)
  14. Case Study: (

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