Marketing, Strategy, Web

Why Amazon Is Yet To Capture The Indian Market..and Mindset

Having reached the USA, one of the most visible things i saw in the first month here, was how much everyone relied on Amazon.
Professors buy books every week from Amazon.
Students buy books from Amazon.
Students buy used books from Amazon.

People shop on Amazon. For virtually all of their needs.

I was tempted to think of why its not the same in India. Why do we rarely hear students or professionals talk of buying from Amazon.
Ofcourse there is lack of widespread internet connectivity. A large fraction of the population still doesnt have access to a computer let alone the internet.

But even in urban areas, cities and universities where internet connectivity is at an all time high, ecommerce of the scale that Amazon promises…is yet to take off. Some reasons:

1) Large scale proliferation of used book vendors on the streets.
2) Lack of secure or trusted or reliable ecommerce payment channels.
3) Slow traction from partner banks in providing support to ecommerce payment products
4) Apathy to books: fundamentally, the Indian community has been built on a system of rote learning in the classroom. Students are happy to read their class-notes, and write exams. They get good grades. And they are happy. There is a lack of appetite for true and deep knowledge. And this shows in the lack of interest to actually search and buy books.
5) Lack of Indian retailers: Few bookshops in india have a full fledged web commerce presence. So most customers have to have the books/items shipped from global warehouses [ i am guessing that most r in usa]. This adds to high cost. So people would rather buy the books themselves.
6) Sharing: Indian mindsets are fundamentally built on the culture of sharing. Students share books/materials. And encourage reuse of books/materials by handing them over to their juniors once they use them. There is hardly any reaction to the editions getting old. Students just like to get the crux of the book.

Hmmm..something for Amazon to think about!
Over here in the usa, its A-Z and Amazon!!

Shantan

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