Working in collaboration is the best marketing game brands can play

Bengaluru based e-commerce company FLIPKART got the first-mover advantage and tied up with 37000 small grocery shops across the country. Joining in the queue, Reliance industries launched ‘DESH KI DUKAAN or Jio Mart' an e-commerce platform by which it enables its customers to place an order through WhatsApp and get the groceries from the nearest grocery shop. Standing in the top of the world’s richest man’s list Jeff Bezos online retail company “Amazon” launched its “Local shops on Amazon” project which aims at providing groceries to the customers and ensuring a free flow of goods to the groceries.

E-commerce companies will be dealing in the back end whereas the grocery shop will play in the front foot. 

"All that a retailer wants is an increase in margins. Brands today have realized that they need to be closer to the consumer because of the proliferation of smartphones and TVs. Brands want to work with small stores to reach consumers faster and they are able to manage the sales of their SKUs better” says Snapbizz's founder Prem Kumar in an interview. 


Among the extremely affected sectors of the economy stands E-commerce industries. Lockdown in the country has adversely affected its operation. On the other hand, standalone grocery shops are able to sustain in the market as the government ensured the delivery of essential commodities throughout the lockdown period.


Struggle to sustain

In order to sustain in the market and retain customers, E-commerce retailers have adopted a "partnership" strategy with the physical stores. There are 12 million grocery shops across the country which covers almost 90% of the business sector among which e-commerce accounts for only one percent among the above.



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