India eCommerce market will grow 70 percent to $6 billion in 2015 from $3.5 billion in 2014, said Gartner.
eCommerce market in India represents less than 4 percent of the total retail market.
Digital companies will expand investments in personalization, digital marketing, Web analytics and big data to stay competitive. India has approximately 200 million users on social networks, and it is an important channel to understand and engage with customers, said Gartner.
“B2C eCommerce leads the market in India, while B2B is limited to organizations that drive online channels to integrate with their partners and distributors,” said Praveen Sengar, research director at Gartner.
Less than 5 percent of digital commerce happens through mobile in India. Thirty percent of traffic for eCommerce sites come from mobile and tablets.
The report said merger and acquisition activity is increasing, resulting in fewer digital commerce platform options in the market, but also serving to extend the commerce platforms of the established vendors.
No single deployment or licensing model will dominate the digital commerce market, and in Indian organizations will look at SaaS or open source platform- based digital commerce till the market matures and digital commerce revenue stabilize.
The B2B model is leveraged to drive efficiency in the supply chain. The biggest challenge is getting the business digital commerce strategy right and adequate investments in people, process and technology to engage with customers across channels.