The most amazing aspect of e-commerce is its ability to impact sales and marketing efforts immediately. By going online, suddenly a neighborhood bakery or a home based consulting service expands its reach to a national, or even international base of potential customers. Web-based sales know no international boundaries. The boot camp was held to let the audience know what are the benefits of going online and the impact it can generate for them. The participants were taken through the steps needed to go online and a brief of how to optimize the digital presence was also shared by the key speakers.

1. SELLING
ONLINE
T H I N G S Y O U N E E D T O K N O W

2. AGENDA
1. SELLING ON MARKETPLACES
2. BUILDING YOUR ONLINE STORE
3. ESSENTIAL ECOMMERCE INFRA
4. MARKETING
5. CASE STUDY

3. WHY YOU NEED AN ONLINE
PRESENCE?
Our research shows that more than 50 per cent customers go online
at some stage of the search and discovery process. So, by not being
online, you lose 50 per cent of the chance of being considered by a
set of customers,”
- Debashish Mukherjee, Partner (Consumer and FMCG Practice), A.T. Kearney.
Source: businesstoday.in
“

4. OFFLINE RETAILERS
MOVING ONLINE – WHY?
Source: exotel.in/blog/offline-retailers-moving-online-guest-post
The first thing that a customer does is to
find the retailer on Google or Facebook.
If the retailer has a good online
presence, automatically the level of trust
in the brand is established in the minds
of the customer.

5. E-COMMERCE MUST BE A PART
OF ALL RETAILER'S PLAN
If a consumer is a loyal
customer of your brand, but
for some reason she is not
able to travel to your store,
she would want to buy it
online. If you are not available
online, she will end up
investing on another brand
and you may lose her
forever.”
Shantanu Rastogi,
Principal at private equity firm General
Atlantic.
Source: businesstoday.in
Godrej Group's premium food retail chain
Natures Basket recently tied up with online
retailers Snapdeal and Amazon India to
take its gourmet food basket of over 400
products to 8,500 cities.
We expect an exponential rise in traffic and
conversion rates that can lead to about 10
times growth in our online business revenues”
- Mohit Khattar, CEO, Godrej Natures Basket.
“ “

6. WHAT TYPE OF BUSINESS ARE YOU?
• B2B?
• B2C?
• C2B?
• C2C?
• B2B2C?
• SKU Based?
• Creative?
• Trading and
retailing?

7. SO, WHAT ARE THE KEY STEPS FOR
ANY RETAILER TO GO ONLINE?
So you have these options:
1. Sell on a marketplace
2. Build your own website
Or both

8. 1:SELLING ON
MARKETPLACES
S T A T S , S U C C E S S S T O R Y , T I P S A N D M O R E …

9. SELLING ON MARKETPLACES
Marketplaces provide a quick
and easy way to start selling
your products to a worldwide
audience almost
immediately.
Marketplaces provide
millions of shoppers
ready to buy every day.

10. Sourcs: http://blog.appannie.com/india-top-retail-apps-tapping-trend-mobile-shoppers/
TheDominators(e-retailers)
As per Alexa ranking:
• Amazon
• Flipkart
• Snapdeal
• Paytm
• Jabong

11. Marketplace
Commission +
taxes extra
15% 15% 8% 14% 15% 7%
Marketplace
payment fee
Rs 10 fixed 3.2% Rs 10 fixed 3.0% 0 4.5%
Self Shipping No No Yes Yes No Yes
Shipping
provided
Yes Yes Yes Yes Yes Yes
Cost of
Shipping
INR/500 gm
35 40 40-45 45 45 40-49
Packaging
Provided
No Yes No No Yes No
Subscription* Free Free INR 499/month Free Free INR 499/Month
Payout Period Dispatch date +
7 working days
Dispatch Date +
3 weeks
Shipping
Confirmed+7
days
Delivery Date +
2 to 7 working
days
Every
Wednesday for
sales completed
On Shipping
confirmation
from customer
SELLING ON MARKETPLACES

12. m-Commerce
Reach
70% of total
traffic
65% of total
traffic
Not Revealed Not Revealed 40% of total
traffic
Not Revealed
Facebook Reach 5,260,000
approx.
3,750,000
approx
5,039,000
approx.
1,105,000
approx.
2,623,000
approx.
3,600,000
approx
Twitter Reach 502,000 approx. 231,000
approx.
2.17M 74,300 approx. 27,100 approx. 137,000 approx.
SELLING ON MARKETPLACES

13. Traditional retailers have adopted a
multi-channel strategy in most
developed nations quite successfully.
While the proportion is lower in
developing nations, it’s growing rapidly
and will follow a similar trend.
Source : Forbes India.
India is also adapting to the change.
ROLE OF TRADITIONAL RETAILERS
IN ECOMMERCE

14. SELLING ON MARKETPLACES
Case Study
Pratik Doshi
Founder of Cheeky Chunk umbrellas which sells
designer umbrellas through various marketplaces.
How he became a
MARKETPLACE
MILLIONAIRE
In 2 months?
Source: yourstory.com/2015/08/marketplace-millionaire/

15. 1. Unique products sell better.
There are 10,000 bags and 20,000 T-shirts already listed on marketplaces.
It will be difficult for you to even get discovered.
2. Use search keywords to your advantage
No one knows you exist online. So, get into the mind of the customer by figuring
out what you would search for. Example:
umbrella, umbrellas,designer umbrella, designer umbrellas, unique umbrella,
monsoon umbrella, strong umbrella, designed umbrella, long umbrella, short
umbrella…
Don’t underestimate the power of search keywords.
3. Stand out from the rest. Ninety per cent of your marketing will be done when
you’re at the stage of listing the product. Invest in design and photography.
4. Stay in touch with the marketplace employees Use all social media platforms,
such as Facebook, LinkedIn and Twitter to get in touch or call the product
managers/category managers.
TIPS
SELLING ON MARKETPLACES

16. TOOLS THAT HELP YOU
MANAGE YOUR CHANNELS
• Unicommerce
A platform for managing orders & inventory across multiple marketplaces & carts.
Sell more across multiple e-commerce channels.
• BoostMySale
Multi-channel eCommerce platform that allows you to sell online through your own store or
marketplace.
• Browntape
eCommerce software that allows Flipkart, Amazon, Snapdeal sellers to manage orders & inventory
centrally.
• APPSeCONNECT
Integrate your eCommerce store, marketplace with your ERP system.
Some Multi-Channel Sales Management Software:

17. 2:BUILDING YOUR
ONLINE STORE
D O M A I N , H O S T I N G , E C O M M E R C E P L A T F O R M A N D
M O R E …

18. 1:GETTING YOUR DOMAIN
Do you search for domain availability yourself?
Why depend on others? Do it on www.who.is only 
Go to websites like www.bigrock.in or www.directi.com
and book your domain.

19. 1:GETTING YOUR DOMAIN
Earlier, a lot of thinking went into choosing a domain name part before the
dot.
But now, with hundreds of new gTLDs (Generic top-level domains) available
to the public, it has become very easy!
Do you go with .COM? .CO? Your local ccTLD? A descriptive word that
aligns with your brand? Maybe .PIZZA (pizza goes with everything!)?

20. 2:HOSTING YOUR WEBSITE
Types of hosting:
• Shared hosting
• Virtual Private Server (VPS) hosting
• Dedicated server
• Cloud hosting (AWS, Azure) – Pay as you go.
All above with SSD option, low latency (India Data Centre depending on your target
audience).

21. 2:HOSTING YOUR WEBSITE
Features that you have to look for:
• Reliability.
• Server uptime.
• Bandwidth and Disk Space.
• Site Backup.
• Easy to Use control panel.
• 24/7 effective customer support / managed services.
• Scalability.

22. 3:CHOOSING YOUR ECOMMERCE
PLATFORM
1. Custom E-commerce Platform
You acquire the services of a specialized web design and programming firm
to develop a custom solution for your on-line business.
• Design a requirement document.
• Get quotes from multiple vendors.
• Select a vendor on the basis of experience and technical expertise
• Sign an agreement with the vendor for defined deliverables and timeline
Choose this option only if you’re sure there is no product which
meets your requirements.

23. 2. Self-hosted E-commerce Platform
A self hosted solution is a piece of software that you run on your own
server (or rented server).
So if your business needs lots of customization and if you have
technical resources in hand, then this is an option.
3:CHOOSING YOUR ECOMMERCE
PLATFORM

24. 3. Software as a service (SaaS) E-commerce
Software as a Service (SaaS)- is a cloud based delivery model in which applications are
hosted and managed in a service provider's datacentre, paid for on a subscription basis
and accessed via a browser over an internet connection.
So if your business doesn’t have a lot of technical resources, SaaS platforms can
be a good choice.
• Easy to set up a shop
• Range of features
• Safe and secure
• affordable
• Easy to manage
3:CHOOSING YOUR ECOMMERCE
PLATFORM

25. 4:PAYMENT GATEWAYS
The payment gateway is the application that connects your website
shopping cart to your merchant account.
• Give your customers multiple payment options. Being flexible to your cusromers will
increase their likelihood to buy.
• Apply for a merchant account for processing credit cards.
You need have the following information:
 Your Tax ID no.
 Business Bank Account
 Balance Sheet
 Description of Service
 Documented Refund Policy
• You may also consider using PayPal. This is an online service that allows you to send money
across the Internet using either your credit card or bank account for funding.

26. FEATURES
Set up cost Zero for Startup Pro;
30,000 for Privilege
4900 for Startup plan;
19,000 for Platinum plan
Zero Various plans with Zero to
15000 fee
Zero
Transaction fees 1.99% + 3.00 for EMKI,
Debit Card, Net Banking,
Cash Card, wallet
2.99% + 3.00 for
International cards
0.75% for Debit cards
2.25% for Credit cards
+0.75 % for EMI, Amex,
IVR, International Cards
1.99% + 3.00
Flat for all
1.5% for Debit Cards
2.25% for Credit cards, Net
Banking
1.9% Flat for all
Support for Wallet
and Cashcard
Wallets : Paytm &
MobiKwik ; Cashcards -
ITZCash / ICash / Oxicash /
PayCash
Wallets - PayUMoney N/A N/A N/A
Extras Annual Software
Upgradation Charges
(ASUC) of 1200 is charged
on a per month basis
payable in advance every
year
1% transactional fee
instead of 0.75% above
2000. RBI Mandated
Pricing
4900 Annual
maintenance cost
Service tax applicable 5% on digital products for
Debit Card transactions
TOP PAYMENT GATEWAYS IN INDIA
(COMPARISON CHART)

27. Source : top10sslcertificates.com
61% of cardholders polled by Visa said: "I would shop online more often if I
knew my credit card information was secure."
83% of cardholders who haven’t shopped online said the reason they have
yet to do so is because "they are worried about the security of their credit card
information"
(Source : Visa's website courtesy of Visa Research.)
Let customers know that your website is safe
5:SSL CERTIFICATE PROVIDERS

28. 3:ESSENTIAL
ECOMMERCE
INFRASTRUCTURE
L O G I S T I C S , B A C K O F F I C E , C R M , S U P P O R T , A N D
M O R E …

29. 1:LOGISTICS
AUTOMATE YOUR SHIPPING. THE REASON BEHIND THE DISSATISFACTION IS THE
FAILURE OF THE PRODUCT DELIVERY IN TIME.
• Choose a Third party logistics service provider. They offer an all in one solution
for assembly, packaging, warehousing, and distribution.
• Get reliable logistics advantage. Maximizes profitability through combined
knowledge and resources.
• Save Time and Money. Outsourcing logistics will save a wealth of time and
money for your company.

30. TOP LOGISTICS PARTNERS IN INDIA
Source : quora.com/What-is-the-most-reliable-logistics-shipping-solution-for-eCommerce-companies-in-India

31. 2:BACK OFFICE
• Inventory Management
• Order + Returns management
• Accounting
• Purchase and Supply chain management
ACCOUNTING SYSTEMS ERP SOFTWARE

32. 3:CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
CRM software is commonly used to manage a business-
customer relationship, however CRM software systems
are also used in the same way to manage business
contacts, clients, contract wins and sales leads.

33. CRM SOFTWARES (COMPARISON)

34. 4:CUSTOMER SUPPORT
Customer support is a range of customer services to assist customers
in making cost effective and correct use of a product. It includes
assistance in planning, installation, training, troubleshooting,
maintenance, upgrading, and disposal of a product.
Apps to help your business engage with your customers.

35. 5:INTEGRATION
• Are your systems connected?
• Are you doing manual data entry?
Once you are done with setting up your ecommerce channel(s), you
need to ensure that they are in-sync with your back office systems
(ERP, Accounting Systems, Inventory Management Systems)

36. 4:MARKETING
L O G I S T I C S , B A C K O F F I C E , C R M , S U P P O R T , A N D
M O R E …

37. DIGITAL MARKETING
Digital Marketing:
In simplistic terms, digital marketing is the
promotion of products or brands via one or
more forms of electronic media.
• Organic / Inbound
• Inorganic / Outbound (Paid)
• Social Media
• Email Marketing

38. MARKETING
• Marketing activities that
bring visitors in, rather
than marketers having to
go out to get prospects'
attention.
• Earns the attention of
customers, makes the
company easy to be
found, and draws
customers to the
website by producing
interesting content.
1:Organic / Inbound Marketing

39. MARKETING
2:Inorganic / Outbound
Marketing
Outbound marketing is the
opposite of inbound marketing,
where the customers find you,
mostly through various paid and
natural search engine marketing
efforts.

40. MARKETING
3: Social Media Marketing
The is the process of
gaining website traffic or
attention through social
media sites.

41. MARKETING
4:Email Marketing
Email marketing is
directly marketing a
commercial message to a
group of people using email.
In its broadest sense,
every email sent to a
potential or current
customer could be
considered email marketing.

42. TE-A-ME TEAS –
ONLINE TEA PART Y
A N S W E R I N G A L L T H E Q U E S T I O N S

43. ONLINE TEA PARTY CASE STUDY
• Objective - To Launch TE-A-ME
Teas in a unique manner just like
its teas.
• Idea – An Online tea party
attended by Influencers across
India.
• Results – Over 400 participants
attended the Online Tea Party.
Huge buzz and traction was
generated for a brand, launched
only recently.

44. 5:MARKETING AUTOMATION
Marketing automation refers to software platforms and
technologies designed for marketing departments and
organizations to more effectively market on multiple channels
online (such as email, social media, websites, etc.)
and automate repetitive tasks.
Leading Marketing Automation Tools for eCommerce:
1. Klaviyo
2. Windsor Circle
3. HubSpot
There are many other automation tools but when it comes to marketing
automation tools for eCommerce sites the above three are considered to be
market leader.

45. Notable Feature Integration Pricing Disappointments
1. Ecommerce email automation tool
2. Cross-sell, win-back, cart abandonment is a
breeze
3. Tracking pixel/snippet lets you segment on
content viewed by user not just purchased
Magento
Shopify
WooCommerce
Volusion
Spree
Custom integration via JS
code snippet
Starts at $25/month
1. 500 Contacts
2. Newsletters
3. Automated Email
4. Integrations
5. Pre-built best
practices
1. Not that good for
custom platforms
2. Centered around email
automation
1. Great integration with email tools and mails are
sent from these tools
2. Great insightful analytics data
3dCart, BigCommerce,
Magento, NetSuit,
Shopify, Yahoo Stores and
many more..
Custom Integration at
additional charge.
Starts at $250/Month
For a contact count of
5,000
1. It doesn’t send mail
itself and hence two
system to worry.
2. There is no way to
segment the analytics.
1. Building and publishing landing pages.
2. Publishing blogs and other content
3. Social media management
4. Email Marketing automation
Magento
BigCommerce
Shopify
Custom Integration via
HubSpot API
$200/month for those
new to inbound
marketing
For 100 Contacts
1. Lack of available
ecommerce platform is
it’s biggest
disappointment.
2.
ECOMMERCE MARKETING
AUTOMATION TOOLS
(COMPARISON CHART)

46. MARKETING AUTOMATION TOOLS
(COMPARISON CHART)
Popular Marketing Tools Customers Price ROI
Hubspot 30,000 $200/Month 7-12 Months
Marketo 3,300 $1195 /month 7-12 Months
Infusionsoft 15,000 $199 /month 7-12 Months
VWO 4000 $49/month 7-12 Months
Betaout $250/month 7-12 Months

47. ecommerce
Customization
email
Integration
CRM
Integration
Landing
Page Per
Product
Basic
A/B
Testing
Marketing
Automation
Payments solutions
Hubspot Yes Yes (Not with
Basic Plan)
Yes Yes Yes (Not with Basic
Plan)
Yes (Not with Basic Plan)
Marketo Yes Yes Yes Yes Yes Yes (Not with Basic Plan)
Infusionsoft Yes Yes (Not with
Basic Plan)
Yes Yes Yes (Not with Basic
Plan)
Yes
VWO Yes Yes (Not with
Basic Plan)
Yes Yes Yes No
Betaout Yes Yes (Not with
Basic Plan)
Yes Yes Yes No
MARKETING AUTOMATION TOOLS
(COMPARISON CHART)

48. 6:MOBILE STRATEGY
How dreamlite.com is missing out customers because of no mobile
strategy. It’s website is still built on Flash technology.
Desktop Mobile

49. 6:MOBILE STRATEGY
Do You Have A Mobile First Strategy?
You Should!
Why?
• To Make it easy to shop with you.
• To Take Advantage of the Multi-Screen/Multi-Device Opportunity
• To Send Out Timely Alerts and Notifications
• To not lose out valuable customers

50. 7:MEASURING YOUR METRICS
• Unique visitors
The best indication of your site’s
overall traffic, unique visitors refers to
thenumber of individuals who visit your
website during a given period of time,
where each visitor is only counted
once.
• Page views
The cumulative number of individual
pages that your visitors click on during
a given period of time.
• Search engine traffic
The amount of traffic being referred to
your site through search engines, such
as Google or Bing.
• Bounce rate
The percentage of visitors who come
to your site and then immediately
“bounce” or leave before clicking on
any other pages.
• Conversion rate
The percentage of visitors to your site
who take a specific action that your
content encourages them to, such as
signing up for your newsletter.
• Inbound links
The number of external links to your
site

51. 4:CASE STUDY
A N S W E R I N G A L L T H E Q U E S T I O N S

52. • Pureplay retail
• Offine to online
• B2C Business
• Brand commerce
• Creative (not SKU Based)
• Menswear Lifestyle (Formal & Casual)
• Target audience : Upper Middle class
CASE STUDY
• Ecommerce – KartRocket
• Logistics – Handled by KartRocket
• Digital Presence: eCommerce webste /
facebook page / twitter
• Mobile Strategy : Responsive Website,
No mobile app.
• Notable campaign : #idropedmyclothes
Established in 1993 in West Bengal.
Today, it is one of India’s fastest growing menswear companies, with a reputation for providing
formidable value and international style across a range of shirts, tshirts, trousers and accessories.

53. Turtle once had 40+ stores across the
country, out of which most were bleeding
due to decrease in footfall.
Their decision to go online turned out
to be a game changer.
Today they manufacture 2.5 million pieces a year!
Source : CNBC
CASE STUDY

54. OTHER CASE
STUDIES
R O Y A L E N F I E L D , G K B O P T I C A L S

55. Niche bike maker Royal
Enfield sold its entire
inventory of 200 units of
limited edition
motorcycles in India
within 26 minutes of
opening of online
booking.
Source : The Hindu
CASE STUDY

56. GKB Opticals, India’s one of the biggest
eyewear retail chains opened up their
online store in 2012. But how they
leveraged their strength of having 65+
retails stores across the country was a
lesson for everyone.
Customers can avail service facility or take
delivery of their product from any GKB retail
outlet.
Source : NextBigWhat
CASE STUDY

57. THANK
YOU
A T U L G U P T A
F O U N D E R & C E O
I N S Y N C S O L U T I O N S