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Sometimes, having too many choices is not good. This principle is called the paradox of choice, and it can make decision-making extremely hard.
Let’s say that you need a new knife. So you go online to look for it and end up on Amazon India. But there are hundreds of brands available on the site, so you’ll have to sort through so many options just to buy one knife.
India’s massive scale is no joke. It has 1.37 billion people, 150 million online shoppers, and an online retail market that is expected to generate US$55 billion in gross merchandise value by the end of this year.
The South Asian country is ripe to catch a trend that began in the US: ecommerce roll-ups. Leading the charge is Boston-headquarted Thrasio, which acquires and scales third-party brands on Amazon.
Indian entrepreneurs have long been inspired by successful US companies. For instance, Cars24 is the Carvana of India, Ola is the Uber of India, and Flipkart is the Amazon of India.
And now, there’s a race to become the Thrasio of India. This year alone, investors have poured in more than US$300 million into India’s startups in this space.
What’s their goal? To illustrate, an aggregator can consolidate the different knife brands on Amazon India, increase operational and marketing efficiency, and double or triple the revenue.
As Samreen Ahmad explains in this week’s big story, India may have all the ingredients to help this model thrive.
— Huong
THE BIG STORY
Roll-up ecommerce flexes its muscles in India
Image credit: Timmy Loen
The Indian market is ripe to become the next roll-up ecommerce hub.
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