BY ROBIN GHOSH
( FORMER CHIEF ECONOMIST, BENGAL CHAMBER OF COMMERCE AND INDUSTRY)
KOLKATA, 12 DECEMBER 2022
A new marketing revolution is in the offing. Specially for small startups, a new marketing landscape is emerging which you must explore and utilize to expand your business.
Small business players currently involved in digital marketing are facing some problems and barricades . Briefly, they are:
1. E commerce portal charge – a very high rate of fees.
2. Since the rate of commission is high, the ROI sometimes gets disturbed.
Where do we go from here?
At present, there are two distinct social commerce models. The first is the large e-commerce platforms like Amazon, Flipkart, Myntra, Snapdeal etc.
The other model is a small format e-commerce platform like Meesho , Glance, Sim Sim, Glow Road, Shopsy, Dealshare, KIKO tv etc.
The first model – the large e-commerce model mainly focuses on offers and deals.
The second format is focused on the local market mainly in tier 2 or 3 markets and deals with small shopkeepers and businesses units.
Now, the marketing revolution we are talking about.
Two path breaking events have taken place.
* Arrival of 5 G network
* Arrival of ONDC.
5G will enable small business owners to create short videos of products and services and upload in the network. Indeed a powerful marketing tool.
ONDC( Open Network For Digital Commerce) is being developed by GOI as an alternative to big ticket e-commerce portals like Amazon. ONDC is focused on serving small businesses with a low rate of commission. You have discovered how UPI has revolutionized the transaction domain in India. And now a meta revolution is waiting in the wings with 5G, ONDC and Tier 2 and Tier 3 towns.