The fact that the neighbourhood retailer understands the consumer’s shopping behaviour and preference better was perhaps acknowledged via the hyperlocal model. Though a platform already having begun in earnest in 2014, the ‘inclusive’character of online commerce grew much larger.
These start-ups gave way to probable game changers in e-commerce, who roped in the unique advantages of mom-and-pop stores into a technology- driven delivery model. More than 45 hyperlocal start-ups raised USD270 million from VC firms and other investors in the first nine months of the year, according to MintAsia research.
On the manufacturers’ side, online marketplaces — Amazon, Flipkart, Snapdeal, among others — also went all out to empanel thousands of suppliers across the country, in multiple categories. Each announced focussed initiatives and government alliances to promote SMEs on their platforms.