Offline is the new online: the cycle of e-commerce comes full circle
E-commerce companies have discovered the greatest thing since sliced bread: opening physical stores. It should be a cause for concern
Patanjali Pahwa, Arundhati Ramanathan, Ashish K. Mishra
Flipkart, Myntra, Urban Ladder, Pepperfry, Yepme, Nykaa and Lenskart. The list of e-commerce stars on the offline bandwagon is only growing.
As e-commerce matured, returns were supposed to drop. But return rates after the last festival season in October were reportedly about 11-12%. The same as 2015
Opening expensive physical stores is now chalked off as an exercise in brand building
Going offline is not new. It has been tried with varying degrees of success in China and the US
We’ve been played. That’s the simplest, surest way to put it.
Now unless you have been living under a rock, news of e-commerce companies jumping on the offline bandwagon would have surely reached your ears. Granted, it started rather innocuously and merits a quick recap.
So, once upon a time there was a startup called Lenskart, which started out with the dream of selling prescription eyewear online. As fate would have it, VC moneybags bought into the dream. Ecstasy followed. Lenskart said it would use the money for marketing and other disruptive…
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