Exclusively for women

India is still awakening to the potential of eCommerce. Buyers are yet to understand the benefits of ecommerce platforms. and to differentiate between horizontals that sell everything from a pin to a plane from verticals that specialize in ‘a' particular product category. Ecommerce players are still trying to address perception barriers that potential buyers carry - Trust deficit, reluctance to transact via payment gateways (sharing of financial data), sizing issues, reluctance to pay shipment costs. Therefore, most players will have cash-on-delivery options, 30 days no question asked return policies to address trust issues, 360 degree product displaysto address sizing issues and provide a showcase experience, and free shipment above a basic order value threshold.

Under the scanner

In this back-ground are women really a potent force online or fast becoming one on Internet India? According to a recent Comscore study 1 in every 3 users in Internet India is a woman. This number is up from 1 in 5 in 2009. Of those women who are online in India 1 of 3 are on Facebook. According to the Microsoft Starcom Mediavest, May 2010 study: Indian mothers spend 3X more time on the internet than on television. AMAZING, one would never think that! As per the same report 63% of all Indian mothers who are online search for self- related information based on Fashion and accessories (read lifestyle). According to the Synovate survey in 2009 titled ‘Role Of Digital Medium in Asian Mums' Lives' conducted in 8 countries including India: 81% of Indian digital moms are between the age band of 20-39 yrs, 75% are working, 44% with monthly household income of Rs 1 lakh and above. The same study claims 48% of all digital mom's in India share their purchasing experiences online. Today, the online Indian woman uses the internet as a tool for continuous self-improvement and for shopping needs. This was reflected by a brand like FASHOS.com that caters to the interests of women.

The bigger question is -does targeting women online audiences lead to a sustainable, viable business proposition? After all, any brand that does that is addressing just 30 percent of a relatively small universe of about 80 million online users in India. Tapping this potential are some e-commerce portals.

"Our lifestyle category and specifically ‘buying shoes online' witnessed significant traction with women online shoppers. Today women online are a potent force and have deep pockets. Not only do women have control of household income, they supplement their family buying power with their own income as well. Not just that women in India are known to be decision makers wrt what families end up buying. Purchases made online by this segment are no different. Drawing inspiration from this trend, FASHOS.com offered deals that were specific to women online shoppers. The results were an overwhelming success. In the month of March specially transactions made by women on FASHOS.com attributed 52% of the months sales, compared to 35% a month earlier. Not just that, women are passionate about footwear and tend to drive repeat purchases on sites like FASHOS.com. There is merit in driving ‘focused strategy' and address this segment with customized offerings and product ranges," informs Navin Joshua, Co-Founder of Fashos.com.

Shilpa Shanbhag

shilpas@cybermedia.co.in