E-commerce, an abbreviation for electronic commerce, denotes the online exchange of goods and services. This encompasses a range of internet-based activities, including online retail, electronic payments, digital marketing, and virtual marketplaces. Over the last decade, the e-commerce industry has undergone substantial expansion, propelled by factors such as heightened internet accessibility, technological advancements, evolving consumer tastes, and the convenience inherent in online shopping.

Use Case – FP&A

The Company
An Indian e-commerce company became one of the prominent online marketplaces in India. It connects buyers and sellers, providing a convenient online marketplace for consumers to browse, compare, and purchase products. The platform has gained popularity for its diverse selection of items, competitive pricing, and user-friendly interface, contributing to its significant presence in the e-commerce industry.

  • ~$100M Revenues
  • 5Lac's+ Sellers
  • ~5k+ Workforce
  • Excel based approach with very low visibility considering the dynamic nature of market and vast categories of products
  • Difficult to incorporate new product line/ segment / cost structure
  • Working capital requirement measurement
  • Promotion Calendar by seasonality and by peer measurements
  • No category Level P&L for expense management
  • Demand Forecasting

    Identifying expected demand levels for the product or service with multiple subtle changes that add up over time and change the trajectory of demand.

  • Operational Planning

    Transforming a strategic plan into a detailed roadmap, delineating precise actions the team will undertake on a weekly, and at times, a daily basis.

  • Marketing Performance

    The metrics and outcomes that marketing departments look at to determine how well the marketing activities are doing at achieving the goals in marketing plans.

  • Management Reporting

    Internal reports used to run the organization, make business decisions, and monitor progress to make more accurate, data-driven decisions.

  • Flexibility to introduce new product/ segment/channel
  • Holistic model to cover pain areas with better visibility and planning at category/product level integrated with key parameters i.e. cashback, promo cashback, average order value etc.
  • Top down planning
  • Trend analysis and forecasting based on statistical methods
  • Real time data collaboration / impact of changes in plan
  • Category P&L view by month, by segment, by entity.
  • Marketing expense management with better visibility and rationalization

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