Small Ecommerce Retailers Gear Up For Festive Season Frenzy

As the festive season in India approaches, the digital marketplace is bustling with anticipation and excitement. Smaller ecommerce players across the country are gearing up to make their presence felt in the grand celebration of Diwali, Dussehra, and other significant festivals in India. In an industry traditionally dominated by giants like Amazon and Flipkart, these smaller players are not just surviving; they're thriving.

Smaller ecommerce businesses recognise that to compete with the industry behemoths, they must stand out. And what better time to showcase their uniqueness than during the festive season, when consumers are on a shopping spree? Businessworld spoke to a few smaller ecommerce players to know how they are gearing up for the season. 

Curated Offerings And Quality Over Quantity

According to Narendra Firodia, co-founder of You Care Lifestyle, staying true to values, product listing and quality over quantity are important factors for the smaller ecommerce players to score during the festive season. “Smaller e-commerce players often focus on staying true to these values, such as providing honest, chemical-free, and ethically sourced products to enjoy festivals mindfully. These products include eco–friendly home decor, sweets made with natural sweeteners, snacks without refined sodium and harmful hidden ingredients and so on. This commitment to authenticity and quality sets them apart,” says Firodia. 

He adds, “Smaller ecommerce players are curating their offerings. They carefully select products to let them enjoy the festival in a correct manner that aligns with their brand and values. This curated approach ensures that every product on their platform is impactful and meets their highest standards. Smaller players understand that it's not about having the most extensive product range but about offering products that truly resonate with their target audience. They prioritise quality over quantity, ensuring that each product meets their customers' needs and expectations.”

Collaborative Marketing And Digital Store Fronts 

One of the most effective ways smaller Indian ecommerce businesses are gearing up for the festive season is through efficient marketing strategies by learning from the industry giants. According to Praseed S Dev, Founder, Grozeo, collaborative marketing is the key. “These efforts can take various forms, such as exclusive product launches, joint advertising campaigns, or cross-promotions. By teaming up with the big names in the industry, smaller players can tap into their extensive customer base and benefit from the massive marketing resources at their disposal.” 

Dev adds that in today's digital age, having a strong online presence is crucial for e-commerce success. “Smaller e-commerce players are increasingly realising the importance of creating digital storefronts that are user-friendly, visually appealing, and responsive. These storefronts serve as the virtual face of their brand and play a pivotal role in attracting and retaining customers. In the context of supporting small e-commerce players, leading service providers like Grozeo are assisting small retailers take up the online wheel by partnering with industry giants, especially across the festive season.” 

Customer-Centric Strategies

Customer-centricity is the mantra for these smaller players. They emphasise on personalised customer support, easy return policies, and seamless shopping experiences. The aim is to make every interaction memorable and ensure that customers return long after the festive season is over.

Faizan Khan, Senior Content Marketing Specialist, Ubuy, says that smaller e-commerce players can't compete with the big players on breadth of selection. However, they can compete by focusing on niche categories where they have a deeper understanding of customer needs. “For example, some smaller e-commerce players focus on selling traditional Indian clothing, while others focus on selling organic food products. This really helps,” says Khan. 

He adds that smaller e-commerce players can also compete by offering personalised shopping experiences to their customers. “This could involve things like offering personalised recommendations, providing gift wrapping services, and offering easy returns and exchanges.”

Aman Jain, Co-founder and CEO, Doodhvale opines that consumеrs arе oftеn morе responsive throughout thе festive pеriod,  providing a grеat chancе to display products and sеrvicеs. “To makе thе most of this opportunity,  smallеr еcommеrcе businesses must budgеt for thеir holiday marketing,  optimising product tеsting without ovеrpaying.  Furthеrmorе,  thе art of bundling is еssеntial as it not only incrеasеs ordеr valuеs but also allows buyеrs to try a largеr choicе of itеms,  improving thе wholе shopping еxpеriеncе.  Collaboration and inventiveness arе еssеntial for smallеr players to distinguish themselves throughout thе holiday shopping sеason.

Amit Vasistha, Founder and CEO, MyGALF says, “Post-covid India has witnessed a fitness and wellness revolution. People have woken up to the idea of meaningful gifting. Indian buyers have developed a positive bias towards gifting fitness and wellness related products like fitness watches, fitness apparels, nutrition products. People are wilfully avoiding sweets, chocolates and alcohol. Everyone wants a healthy family, friends and society.”

Rakesh Raghuvanshi, CEO and Founder Sekel Tech adds to this, saying, "The hyperlocal approach is like having a microscope for knowing clients from the standpoint of the industry. It entails examining how consumers shop in various locales employing cutting-edge technology. Offering discounts is important, but it is also important to offer the proper discounts for the right items. Businesses may discover what each neighbourhood prefers by carefully analysing data."

Enhanced Logistics and Seamless Shopping Experiences 

Industry giants often have well-established logistics and delivery networks in place. Fast and reliable delivery is a significant factor in customer satisfaction, and managing it efficiently can help smaller e-commerce businesses meet these expectations.

Nidhi Govil, CEO of O'rive Organics says that the festive season is all about the smaller players standing shoulder-to-shoulder with the giants, striving to captivate the hearts of consumers. “Smaller players are focusing on authenticity and community engagement. They are leveraging social media, user-generated content, and influencer partnerships to foster genuine connections with their audience. Moreover, they are optimising their websites for seamless shopping experiences, enhancing customer support, and offering competitive pricing. By doing so, they're chipping away at the dominance of their larger counterparts, proving that size doesn't always dictate success. This festive season, consumers have a plethora of options, and the smaller skincare e-commerce players are determined to make a big impact, one happy customer at a time."

Offers & Deals For The Consumers

No discussion of the festive season in India is complete without mentioning the allure of discounts and deals. Smaller ecommerce players are well aware of this, and they are not holding back. They are offering competitive prices, flash sales, and bundled offers to entice shoppers. Some are even collaborating with banks and payment gateways to provide additional discounts and cashback.

Nischal Kandula, Co-founder of CURRYIT says that smaller players understand the significance of this season and are ready to make it truly special for their customers. “Our commitment to making our customers feel special helps us to compete during the festive season. From October to December, we engage in offline activities at prominent marketplaces, malls, RWAs, and societies, enabling one-on-one interactions that strengthen our customer connections. We actively participate in prominent Festive Melas to be where our customers celebrate. Our retail placements feature enticing Gift Hampers, creating more opportunities for celebrations and driving an average increase of 25 to 30 per cent in wallet spends within Indian households.

Anand Kumar Bajaj, Founder, MD & CEO, PayNearby says that Meta-commerce is redefining rural retail by bridging the gap between e-commerce and consumers. "In areas where e-commerce adoption is low, assisted meta-commerce acts as a crucial conduit. Partners gain the flexibility to showcase their festive deals to a larger audience. Customers, with the help of local retailers, can seamlessly access and compare deals on an aggregated e-platform of 100+ partner sites and make easy purchases. It fosters a competitive landscape and makes it the go-to destination for seeking the best festive deals." 

Bajaj adds, "when compared to the urban and metro areas, where e-commerce penetration is high, PayNearby Mall registered a 46% GTV in rural regions, closely tailed by semi-urban areas, with 45 per cent. This consumer behaviour suggests that Bharat is increasingly embracing the e-commerce revolution and is as aspirational as its urban counterpart."