A Report on the Viability of Hyperlocal Strategy in Indian E-Commerce

  Prof.Debadrita Panda,  Dr.Arpita Basak,  Mr.Dipto Halder

The rising income levels, growing aspirations, favourable demographics and easy credit availability has accelerated and encouraged Indian retail industry to emerge as one of the most dynamic and fast-growing industries in-spite of several new players. Presently, it is valued at USD 672 billion and generates 8% of the employment, thereby contributing to over 10% of the country’s Gross Domestic Product (GDP). It is growing at a rate of 12% per annum and is positioned as fifth-largest global destination in the retail space. Online retail business has been identified as the next generation format which has high growth potential for further development in the near future. In order to reach out to more customers in tier-2 and tier-3 cities, retailers are attempting to endeavour into the sphere of e-retailing to take advantage of the digital retail channels (e-commerce). It means that they need to invest less money on real estate. e-Commerce is considered as one of the fastest growing channels for commercial transactions in India. According to a ASSOCHAM-Forrester study paper, the annual growth rate is 51% which is considered as the highest of the world and is expected to reach $120 billion in 2020 from $30 billion in 2016. Hyper local is the next frontier which is merging the online and offline platforms in order to bring massive scale demand and deliver the goods in the shortest possible time. In general terms, Hyper local refers to a very specific area, area in proximity of our home or our business or our current location. The term ‘hyper-local commerce’ arrives with the addition of payments and, marketing options available in our vicinity. The copious outgrowth of Internet users, increase of payment options, increase in geo-location aware devices and increased demand for insta-delivery, have paved the way for hyperlocal businesses in India. While the term seems to have come to prominence in 2015, it’s not at all a new concept. For consumers, of course, this feels like an extension of tech-powered convenience they have become increasingly used to. They are able to enjoy doorstep deliveries of products that are usually needed quickly such as groceries medicines, laundry, food etc. This research study focusses on adopting and embracing hyperlocal strategy in Indian e-Retailing companies to bridge the gap between online and offline stores and change the face of Indian retail with the help of Chi-Square Test and Binary Logistics Regression.

Keywords- Retailing, E-Retailing, Hyperlocal strategy

Unique Identification Number - IJEDR1704204
Page Number(s) - 1264-1275
Pubished in - Volume 5 | Issue 4 | December 2017
DOI (Digital Object Identifier) -   
Publisher - IJEDR (ISSN - 2321-9939)

  Prof.Debadrita Panda,  Dr.Arpita Basak,  Mr.Dipto Halder,   "A Report on the Viability of Hyperlocal Strategy in Indian E-Commerce", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.5, Issue 4, pp.1264-1275, December 2017, Available at :http://www.ijedr.org/papers/IJEDR1704204.pdf