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BW Businessworld

Book Review: E-commerce Roundup

The analysis on each topic helps an entrepreneur understand the key challenges of the e-commerce business and the dependency of the success on each of these elements

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David Abikzir’s flash winners is a playbook, which has to be read, owned and followed by every Indian e-commerce entrepreneur. Abikzir has put in great efforts to understand the complexities in the Indian SME ecosystem. He has been able to draw a realistic picture of the current e-commerce scenario with his sharp choice of words, validating his stance using facts and numbers. He starts off underlining the fact that almost 50 per cent of e-commerce ventures have closed down in a year’s time in India. Abikzir also predicts that within three years, the number will swell to 80 per cent and that getting into such ventures would not be a lucrative idea.

However, combating such hurdles with logic, the writer manages to brave all e-commerce odds very wisely in his book. Simplifying such intricacies, he first breaks them down and then builds concrete solutions to counter them. These solutions are designed with clear goals that could help entrepreneurs succeed in building a self-sustained business, while adding value to all the stakeholders.

The conversational narrative keep the readers hooked on to the book, while explaining complex theories on the impact of showroom model and back-margins, thus helping the reader easily grasp such concepts. The book introduces a whole new approach on evaluating e-commerce business while adding value to it. It also sheds light on the subject of incorporating supporting discounts in the system through back-margin. Every chapter handles a critical aspect of the business, be it supplier management, marketing, showroom building or the profitability analysis. The analysis on each topic helps an entrepreneur understand the key challenges of the e-commerce business and the dependency of the success on each of these elements. The writer establishes profound comparisons between the new models with the past developments in industry and extrapolates them to the present e-commerce world. He also explains the reasons behind the strategy adopted by successful e-commerce giants in India and helps set a clear understanding of their business model and how it can aid smaller e-commerce players ensuring their survival and profitability.

Abikzir’s proficiency in making this complex business model seem simpler with various factors to manage, is commendable, as it keeps the readers immersed in it. In fact, one tends to lose track of time while reading the book, as he keeps the reader anchored to the subject with a fictional character ‘Teju’ and her quest to make her e-commerce venture a success.

In a nutshell, the author highlights the ethos and nuances of Indian consumers, along with the loop-holes in the system that needs to be filled when starting an e-commerce venture. He maintains that although conventional tools like strategy, market, product format, system and profitability remain the same, when pivoting from physical interface to an online platform, one has to have a wary eye out on its implications.

Mittal is co-founder and CEO, Indifi Technologies

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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e-commerce books book review magazine 05 september 2016

Alok Mittal

Mittal is co-founder and CEO, Indifi Technologies

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