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Digital Payment to attribute Indias e-Commerce Growth

India has 60% - 65% of unbanked population

Online utility bill payment is less than 10%

New Delhi, May 29, 2014: The Indian e-Commerce market as of December 2013 stood at
INR 62,697 though only 25 million of over 231 million internet users transact online. Security
still is the major issue for online transactions. According to Asit Oberoi, Sr. President &
COO Yes Bank, Though security is a concern for many, it is imperative to point out that the
evolving and tech savvy customer today, is more confident transacting online. The digital
payments industry is witnessing a steady growth and that goes on to show the acceptance of
online transaction. While global online utility bill payment hovers around 18%, in
India it is around 10%.

As per IAMAI, PCI & IMRB report the digital payments industry expected to grow at
a rate of 40% to reach INR 120,120 crore by December 2014.

Speaking at the 6th IAMAI National Conference on Digital Commerce, Ravi
Sundarajan, Chief operating Officer Webaroo said that China is set to be the world
leader in e-Commerce in the next 18 months. With over 240 million online shoppers, China is
set to be the new leader in e-Commerce. In China 6% of retail sales accounts for online
shopping and has been growing at an exponential rate in the last ten years and compared to
that only 1% of retail sales accounts for online shopping in India. According to him, If
India has to become a world leader in e-Commerce, mobile apps; sms marketing has to

Speaking about engaging internet users in online retail, Nitin Bawankule, Director e-
Commerce & Online Classifieds, Google India, said, When Google started GOSF in 2012,
50% of the shoppers were first time buyers. In 2013 GOSF, 55 houses and 285 cars were sold
with 40% of the shoppers being women. This clearly shows how consumers are increasing
spend on through the internet, though India is way behind when compared to other countries.

In the US, there are 245 million internet users and 156 million online buyers, while China has
538 million internet users with 270 million online buyers. Closer home, Sri Lanka, with 3.2
million internet users, has 2 million online buyers and Australia, which is a similar economy to
India, has 20 million internet users with 11 million online buyers. Unfortunately, India, with over
231 million internet users, has mere 25 million online buyers.

country user Buyers
usa 245 156
china 538 270
Sri lanka 3.2 2
Australia 20 11
india 231 25

The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of
representing the entire gamut of digital businesses in India. It was established in 2004 by the leading
online publishers, but in the last ten years has come to effectively address the challenges facing the
digital and online industry including mobile content and services, online publishing, mobile advertising,
online advertising, ecommerce and mobile & digital payments among others. Ten years after its
establishment, the association is still the only professional industry body representing the online and
mobile VAS industry in India.

The association is registered under the Societies Act and is a recognised charity in Maharashtra. With a
membership of 160 plus Indian and MNC companies, offices in Delhi, Mumbai and Bengaluru, the
association is well placed to work towards charting a growth path for the digital industry in India.

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