Category: E-commerce
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The ROAS Illusion is Fading: Why D2C Brands Are Rewriting the Growth Equation
For years, ROAS was the number that could make a D2C marketing dashboard look healthy. A campaign delivering 3x or 4x returns appeared to justify higher budgets, more acquisition, and faster scale. But as customer acquisition costs rise and competition for digital attention becomes fiercer, that familiar equation is starting to lose its shine. A…
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India’s Festive Demand Is Rising. The Real Test Is Turning It Into Profitable Growth
India’s 2026 festive season is shaping up to be a stronger one for consumer businesses. Forty-five per cent of surveyed shoppers say they expect to spend more than they did in 2025, while FMCG demand is projected to rise 9–11% between August and November. Yet the opportunity comes with a complication: stronger demand does not…
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Shiprocket’s IPO Is a Test of India’s E-commerce Infrastructure Story
India’s startup story is entering a more demanding phase. For years, the focus was on how quickly companies could acquire users, expand their markets, and attract capital. As more startups move from private funding rounds to public markets, the question is becoming harder: can that growth translate into durable profits? Shiprocket’s IPO brings that question…
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From Discovery to Trust: How Brands Can Win in the Fragmented World of Social Commerce
A customer can discover a product on Instagram, watch a creator talk about it on YouTube, ask about it in a WhatsApp group, compare it on a marketplace, buy it through a quick-commerce app, and encounter the same brand again in a physical store. The journey is no longer linear. It is fragmented across platforms,…
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From Discounts to Experiences: How India’s Festive Shopper Is Rewriting the Retail Playbook
For nearly two decades, India’s festive retail calendar has revolved around one simple proposition: offer the deepest discount and consumers will come. Whether it was Diwali electronics sales, fashion mega-events, or end-of-season offers, the festive season became synonymous with price wars. Retailers conditioned consumers to postpone purchases until brands slashed prices, while marketplaces competed on…
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Festive Commerce at Scale: Why Accuracy Is the Real Growth Driver
Every festive season, India’s brands compete for the same consumer attention. Advertisements become louder, discounts grow deeper, celebrity endorsements multiply, and marketing budgets reach their annual peak. For years, success during this period was largely defined by the strength of campaigns and the attractiveness of offers. However, as Indian commerce evolves, the rules of competition…
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Inside the K-Beauty Boom: How South Korea Conquered the Global Skincare Market
The global beauty industry has become increasingly borderless. Consumers today are more willing than ever to embrace products, routines, and trends originating far beyond their home markets, creating opportunities for countries to transform cultural influence into commercial success. Few nations have capitalised on this shift as effectively as South Korea, whose beauty industry has evolved…
