The entire globe is becoming digital, and all companies big, small, old, and new are adapting. Redseer’s Digital Disruptors report predicts that 25% of retail sales will be online by 2026.
The report ranked 75 digital disruptors, who collectively generate $15 billion in online sales, based on category dominance and online focus. Aditya Birla Fashion & Retail and Hindustan Unilever were ranked as top digital disruptors in grocery & personal care and fashion & home, respectively. However, digital-first brand boAt topped the third electronics & appliances category.
All About The Online Shopping World!
These 75 businesses were elephants, tigers, rabbits, and turtles in the e-commerce jungle. Elephants are legacy players who have established an online presence. The report states that although e-commerce currently accounts for a very modest portion of elephants’ income, “the sheer volume of elephants and brand attraction has enabled them to get significant sales online.” Other elephant-related brands include Marico, Nestlé, Adidas, and Zara.
The tigers are the next; they were early adopters in the e-commerce field and have expanded quickly. In this area of the quadrant, which is dominated by digital-first brands, some of the brands are Licious, WakeFit, Mamaearth, and Xiaomi. But brands like Asus and BBK, who weren’t born digital, also made the cut. Tigers have achieved predominance in their fields online. Although they have a strong offline presence, they generate a sizable portion of their revenue through online channels, according to the report.
Rabbits are the third group; they are solely digital-first firms that have gotten bigger by using e-commerce, but they do not yet own a significant portion of the market. The majority of the brands in this group including Nothing, Beardo, Sugar Cosmetics, MyGlamm, Minimalist, Country Delight, and others come from the fashion and personal care industries.
These players will profit from the significant increase in e-commerce sales, but they will also face competition from elephants, who have already built their presence both offline and online. In their categories, Tigers have established online hegemony. They generate a sizable portion of their revenue from online sales, but they have also established a solid offline presence, according to the research.
The final group of businesses in the quadrant is the slow-moving turtles, which are established names that have succeeded in e-commerce but have a smaller market share than their rivals. Some of the companies classified as turtles are Fossil, Aachi Masala, Prestige, and LG Electronics. 25% of all e-commerce sales are made by firms with a strong digital presence. The battle lines are rapidly being erased as even digital-first firms compete with established players offline.
Digital-first brands generate over 75% of their sales online on average, compared to over 30% for traditional brands. According to Mohit Rana, partner at Redseer, “players in the top quadrants tigers and rabbits will have to strengthen their concentration on offline sales, while the bottom quadrant, elephants and turtles will have to tackle e-commerce aggressively. Retail growth is anticipated to be driven by e-commerce, which is anticipated to increase at a compound annual growth rate of 27% to reach $163 billion by 2026. According to Redseer, that growth is nearly three times that of the entire retail market.
The opportunity for established businesses to increase their share of e-commerce is clearly limited since they rely too much on offline sales. To be successful in the market, they must concentrate on enhancing their digital capabilities and implementing an omnichannel strategy, according to Redseer. The analysis points out that large traditional players have significant absolute online sales despite having a low e-commerce sales ratio.