In 2014, while setting up The Man Company, a grooming essentials brand for men, the founders were clear on one thing—they had to pick their battles carefully. The company chose to focus on its products. Envisioned as a digitally native brand, it decided to use Candian e-commerce enabler Shopify to build its online store.
“We reached out to Shopify’s US team as they weren’t extensively in India then. By luck, they had a partner in Ahmedabad who coordinated with us to launch the website,” says co-founder Hitesh Dhingra. Two weeks later, the company had a fully-functioning digital storefront.
Shopify shops for e-commerce’s business in India
Nearly a quarter of Shopify’s ~20,300 Indian stores were created in the last quarter alone. While Covid has put wind in its sales, it won’t be easy to convince Indian businesses to ditch Flipkart and Amazon for the independence Shopify offers
Only 10% of India’s 450 million internet users regularly transact online, which means marketplaces reign supreme
The decision to go with Shopify or a marketplace boils down to a question of mathematics and incentives
Marketplaces charge steep commission fees but they also offer visibility, as well as warehousing and logistics services
But Shopify’s relatively cheap online store building and partner apps helps small businesses build out their brands