E-commerce is much more dependent on Social Media than before. Social Media is acting as a catalyst for e-commerce in their reach, business and market share. Vacation packages, group-buying, deals on what you buy, how you travel and where you travel to, is one of the first few things that any social media savvy consumer will notice today.
A study was recently concluded by NM Incite, a Nielsen/McKinsey company which analyzed the e-commerce websites. The dataset includes 27 e-shopping websites, 35 deal websites and 7 travel websites operating in India between June and October, 2011. NM Incite has shared with IndiaSocial an EXCLUSIVE compilation of the analysis on the deal websites in India. The study shares the buzz volume and share of voice enjoyed by the e-tailing companies and the top websites in sectors like e-shopping, deals, travel, etc.
Key Points
- Where the concept of the e-tailing websites is not new but the recently launched websites create relatively more buzz
- 90% of the buzz regarding these websites is created via Facebook
- Travel websites enjoy approx 7% buzz while the deal websites enjoy 24% buzz on social media
- The deal sites gain maximum traction when they operate discount based schemes
- Group buying and referrals are the key trends that are helping these websites acquire higher share of voice
- New spaces are being acquired within the e-tailing like sports, wellness, etc
The top 10 websites
E-shopping
- Infibeam generates more than 22% buzz among the 27 e-shopping website analyzed followed by BookMyShow which has a 14% share
- Both eBay India and Flipkart enjoy 12% share in the buzz
Travel Websites
- In travel, Yatra tops the chart with a 43% share in the buzz followed by Make My Trip which has 21% share of voice
- Ixigo, the travel search engine has an 18% share of voice as compared to Cleartrip which has 11%
- Trip Advisor, Travel Guru and Redbus follows with a share of 4%, 1% and 0.4%
Deal Websites
- The deal websites space is not in its nascent stage anymore and thus, there are a number of competitors here
- SnapDeal occupies the number 1 position with 26% share of buzz of Social Media followed by Fashion and You with 21%
- If Fashion and You and Deals and You are put together, they account for 35% buzz
- Koovs, Tradus India and My Dala account for 6% buzz individually as compared to Groupon’s SoSasta that has 3% share of voice
Do you think that all of the players in the deal-tailing space are leveraging the same game to reach their consumers? Or, do you find a player different from others in the market? Do share with us.