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Online Retailing Paired with Kirana—A Formidable Combination for Emerging Markets

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  • Piyush Sinha
  • Srikant Gokhale
  • Saurabh Rawal

Abstract

In the light of the convenience provided by online and the omnipresent kirana (mom-and-pop equivalent) stores and low penetration of large format retailing, it is proposed that these two would be the dominant formats of retailing in the emerging economies. Four major factors have fuelled the growth of electronic commerce in emerging economies. First and foremost is the rapid penetration of technology, be it the broadband or the smart phones. Second is the fast adoption of the online medium by every major brand as a part of their sales as well as the marketing strategy. Large retailers have also opened stores in the virtual space. The third factor is the convenience and choices consumers derive through online shopping that adds value to time- and effort-strapped customers. This is further facilitated by services like cash-on-delivery, buy-back policies and many more. Finally, the increased real estate prices, higher operational costs and non-availability of good retail spaces have restricted the growth of larger physical stores. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Piyush Sinha & Srikant Gokhale & Saurabh Rawal, 2015. "Online Retailing Paired with Kirana—A Formidable Combination for Emerging Markets," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 317-324, December.
    • Handle: RePEc:spr:custns:v:2:y:2015:i:4:p:317-324
    DOI: 10.1007/s40547-015-0057-9
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    References listed on IDEAS

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    1. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
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    Cited by:

    1. Patil, Ashutosh & Borle, Sharad & Singh, Siddharth, 2023. "An empirical investigation of unique traits of retailing industry in emerging economies: The perspective of consumer-packaged goods manufacturers," Journal of Business Research, Elsevier, vol. 154(C).
    2. Anirban Adhikary & Krishna Sundar Diatha & Sourav Bikash Borah & Amalesh Sharma, 2021. "How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 882-902, September.
    3. Malobi Mukherjee & Jacob Wood, 2021. "Consolidating Unorganised Retail Businesses through Digital Platforms: Implications for Achieving the UN Sustainable Development Goals," Sustainability, MDPI, vol. 13(21), pages 1-28, October.

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