In a recent article on this subject, Damodar Mall (Currently Director, food strategy at the Future Group) said to Forbes India that "Ecommerce is a new game for everyone. People will have to try different things. In the grocery space, I would like to say that most of e-commerce is imagined by men and designed by men. As long as you do that, I believe you cannot crack most categories except for a few like gadgets. Till you design it for women customers and till the woman customer bites into it, they won’t succeed. It has to be e-commerce later and shopping first. Right now, it is for men and by men"
In our view, women love shopping (in India or otherwise). The question is how do you create the WOW experience online. She loves window shopping, trying out clothes and looking at new designs, colours etc. So how do you create this intimate shopping experience. Moreover, its a social activity. So how do you create an interface which tries to replicate the experience online. Ofcourse for a category like grocery, Damodar Mall might have a different take but for lifestyle products creating a social shopping experience is essential.
Read the entire Forbes article here.