India Social E-Commerce Market Outlook to FY’2025

Growing Number of Online Shoppers in Tier 2 and Tier 3 Cities and Rising Number of SMEs to Drive Growth


Author(s):Nishtha Noonwal

Product Code:KR988

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Published on

May 2020

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Table of Content

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About the Report

About the Report

Click here for Updated Report:India Social E-Commerce Market Outlook to 2027 (Second Edition)

The report titled “India Social E-Commerce Market Outlook to FY’2025-Growing Number of Online Shoppers in Tier 2 and Tier 3 Cities and Rising Number of SMEs to Drive Growthprovides a comprehensive analysis on the growth driving parameters, trends and positioning and of the Social e-commerce Industry and Companies in India. The report covers various aspects including the Social E-Commerce Scenario in South East Asia, Current and Future Scenario of Social E-Commerce Market in India, its segmentation i.e. By Product Category, Gender, Region, Payment Methods and device Type, Social Media Snapshot, Trends, Challenges, Success & Failure case studies, and Competition Benchmarking. The report concludes with market projections for the future of the industry including forecasted industry size by GMV and Number of Orders.

India Social E-Commerce Market

India Social E-Commerce Market Overview and Size: Social E-Commerce Market in India is still growing as the industry emerged in late 2015 when Meesho started with its operations. India Social E-Commerce Market in terms of Number of Orders has witnessed a CAGR of 38.6% during FY’17-FY’20 due to a growing number of startups in the industry, increasing smartphone penetration, declining mobile internet costs and larger social media usage with the rise of short-form video platforms such as TikTok and Instagram. Internet penetration being a major growth driver in India grew from a mere 4% in 2007 to 34.42% in 2017, registering a CAGR of 24% during the period 2007-2017.

India Social E-Commerce Market Segmentation

By Product Category: Fashion and Apparel in Social E-Commerce Industry accounted for the highest percentage share wherein product categories such as Ethnic wear and dress material dominated more than 60% of the fashion category in terms of GMV due to the trust and feasibility factor associated with the products. Other segments in the Product category include Home Décor, Beauty Products, Electronics, and Others. These segments contribute a relatively lower proportion in terms of GMV in India.

By Device: Mobile dominated the market share with more than 80% share in terms of the number of orders as many social e-commerce platforms take orders only via mobile apps and have shut their websites.

By Gender: Majority of the Number of Orders are placed by the female segment in the country. The larger market share was largely due to the number of product categories and options in fashion, home décor, and beauty products that are available and are largely being bought by female buyers. Moreover, more than 70% of the resellers are female.

By Region: Tier 1 region in India accounts for the highest market share in terms of GMV in India due to the awareness about such platforms and delivery services which are highly feasible in such areas. Tier 1 region is followed by Tier-II cities which are anticipated to dominate the market in terms of GMV in the future.

By Methods of Payment: More than 60% of the orders in the Social E-Commerce Industry in India are placed via Cash on Delivery payment method. Lack of confidence in Tier II and Tier III cities population on the reseller and the product quality makes them choose COD over other payment methods. Net banking, wallets & UPIs contribute the second-largest share as people are still developing trust over such medium. The number of Credit and Debit card users in Tier II & III is very not as much. Hence, Debit/Credit accounted for the lowest percentage share.  

Competitive Landscape of Major Start-Ups Operating in the India Social E-Commerce Market

India Social Commerce Industry is a highly concentrated market with 6 major startups operating in the Industry catering to different regions in India. Players in the market compete on various parameters including Business Models, Product Categories, Geographical locations, Number of Suppliers and Resellers, business model, Commissions, Average Order Size, Average Number of Orders, Active Customer Base, Payment Methods, Unique Page Views, Cancellation Rate, and Refund Rate. Major companies include Meesho, GlowRoad, Dealshare, Shop101, Mall91,, SimSim others that include Wmall, Citymall, and others

India Social E-Commerce Market Future Outlook & Projections

The Social E-Commerce market in India is expected to experience double-digit growth owing to multiple factors that include rising advancements in payment gateways and e-wallets led by UPI and government initiatives to increase the number of internet and smartphone users. The report also highlights the Target Addressable Market and prospective growth areas for new and existing social e-commerce startups. The report concludes with highlighted opportunities and cautions for new and existing startups in the industry with success and failure case studies.

Key Topics Covered in the Report

  • India Social E-Commerce Market Introduction
  • India Social E-Commerce Market Size
  • India Social E-Commerce Market Segmentation
  • India Social E-Commerce Market Future Outlook
  • India Social E-Commerce Market Future Segmentation
  • Issues and Challenges
  • Company Profile of Major Social Commerce Startups (Product Portfolio, UserBase,  Geographical Presence, Suppliers & Resellers, Current & Future Strategy, Logistics, and Technological Partners)
  • Success and Failure Case Study
  • India Social Media Players Snapshot



Key Target Audience

  • Investing Companies
  • Social E-Commerce Companies
  • Private Equity and Venture Capital Firms
  • Shipment Companies
  • Social Networking Companies
  • Vertical and Horizontal E-Commerce Players.


Time Period Captured in the Report:-

  • Historical Period – FY’17- FY’20
  • Forecast Period – FY’21 – FY’25


Key Segments Covered

Market Size


By Product Category

  • Fashion & Apparel
  • Home & Kitchen
  • Beauty Products
  • Electronics
  • Others

By Region

  • Tier I
  • Tier II
  • Tier III

By Number of Orders

By Gender

  • Female
  • Male

By Mode of Payment

  • Cash on Delivery
  • Net Banking, Wallets & UPIs
  • Debit & Credit Cards

By Device Type

  • Mobile
  • Desktops/Laptops/Tablets

Companies Covered

  • Meesho
  • Shop101
  • GlowRoad
  • Dealshare
  • Mall91
  • Simsim
  • Wmall
  • Citymall

Table of Contents

Table of Contents

1. Executive Summary

Executive Summary- India Social E-Commerce Industry

2. Need and Opportunity

What led to the emergence of Social E-Commerce Market?

Evolution of Model: Traditional, E-Commerce and Social E-Commerce

India E-Commerce & Social E-Commerce Cross-Comparison

Target Addressable Market- Users

3. Snapshot on South East Asian Major Social E-Commerce Markets

Cross-Comparison of SEA, China, Indonesia & India Social E-Commerce Market (Market Size in GMV, Online Shopping Spending, Number of Internet Users, Internet Penetration, Smartphone Owners, Major Companies, Growth Driving Parameters, Major Social Media Platforms, Major Business Models)

South East Asia Social E-Commerce Market- Survey Based Results

Merchant behaviour in South Asian Countries: Survey Based Results

China Social E-Commerce Market

Indonesia Social E-Commerce Market

Prevailing Social E-Commerce Models in China & India: Pros & Cons

4. Supply Scenario- India Social E-Commerce Market

Industry Business Cycle

Profile of Supplier

Target Addressable Market- Suppliers

Profile of Reseller

Timeline of Social E-Commerce Players


Logistics in India Social E-Commerce Market

5. India Social E-Commerce Market: Overview

India Social E-Commerce Market Size, FY’2017-FY’2025F (GMV, Number of Orders, Average Ticket Size, Number of Online Shoppers)

Seasonality Trends

Factors driving India Social E-Commerce Market in India

Trends & Government Initiatives

6. Demand Scenario

Factors Influencing Consumer Behaviour in India Social E-Commerce Market

Target Audience Analysis Survey Results

Product Categories on the basis of GMV (Fashion & Apparel, Home & Kitchen, Beauty Products, Electronics and Others)

Gender on the Basis of Number of Orders (Female and Male)

Region on the basis of GMV (Tier I cities, Tier II cities and Tier III cities)

Device Type on the basis of Number of Orders (Mobile and Desktop/Laptops/Tablets)

Mode of Payment on the basis of Number of Orders (Cash on Delivery, Credit & Debit Cards and Net Banking/ M-Wallets/UPI)

7. Industry Analysis

SWOT Analysis of India Social E-Commerce Industry

Challenges faced in India Social E-Commerce Industry

8. Social Media Landscape in India

Cross Comparison of Different Social Media Websites in India (Number of Users, Gender Wise Audience, Most Active Social Media Platforms based on Survey Results, App Rating, Google Play Downloads, Daily Unique Visitors, Usage for selling via social media platforms based on survey, Mobile App ranking on the basis of Users)

Snapshot of Social Media Websites: Survey Based Results

Merchants Social Media Platform Choice: Survey Based Results

Facebook Snapshot

Case Study: Facebook Marketplace Overview

Facebook Market Place Business Model

Case Study: Instagram Marketplace Overview

Instagram Market Place Business Model

9. Operating Business Models & Revenue Streams in India

Operating Model – B2C Meesho

Revenue Streams for B2C Model

Operating Model- B2B Udaan

Revenue Streams- B2B Model

10. Competitive Landscape of Social E-commerce Players in India

Market Share of Major Players

Understanding Strengths and Weaknesses

Cross Comparison of 7 Major Players

 Business Landscape (Year of Establishment & Headquarters, Business Model, Geographical Presence, Number & Type of Products & Management)

Operating Landscape (Employees April’20,  Payment Method, Number of Orders/Transactions, Average Delivery Time, Active Customer Base, Other KPIs, Cancellation Rate, Return Rate, Logistic Cost Per Order, Daily Unique Visitors, Daily Unique Page Views, Google Play Downloads, Ranking India, Ranking World)

Financial Landscape (Logistic Partners, Major Locations, Average Ticket Size, GMV in INR Crore and Revenue in INR Crore)

Funding Wave in India Social E-Commerce Market

Investment Activities (Funding Raised, Types of Funding, Investors)

Company Profiles (Overview, Product Portfolio, Business Strategy, Resellers KPIs, USP, Recent Development, Future Strategies, Logistical Partners, Technological Partners, Active User Base)







Promotional Strategies by Different Companies

11. Future Outlook of India Social E-Commerce Market

Future Market Size, FY’2020- FY’2025F (GMV, Number of Orders)

Impact of COVID-19

Will Social E-Commerce Companies survive the Pandemic?

Future Market Segmentations, FY’2020- FY’2025F (On the basis of GMV: Product Category and Region and On the Basis of Number of Order: Gender, Mode of Payment and Device Type)

12. Case Studies

Failure Case Study- Wooplr

Success Case Study- SimSim

13. Analyst Recommendations

Key Adoption Points (Target Audience, Preferable Service Locations, Market Concentration, Premium Based Model for Sellers, Preferable Platforms, Business Strategies & Logistics & Delivery Mechanisms)

Future Promotional Strategies

Future Developments in Business Models

14. Appendix

Research Methodology

Target Audience Survey Respondent Profile

Target Audience Survey Results


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