e-commerce
Kantar: Consumers in India are taking up ‘offers’ faster online than offline
Mumbai: Kantar, a marketing data and analytics company, has launched ‘Uncovering Consumer Decision Making in Digital Commerce’ a comprehensive report collating multiple studies done across various categories, to help marketers formulate winning strategies for digital commerce.
The research reveals a significant difference in availing offers online and offline by consumers. 86 per cent of online consumers are willing to take up offers while the offline offer uptake stands at 60 per cent which is a wide gap. Online buyers are more price sensitive and avail more offers compared to offline buyers. Therefore, it is important for marketers to optimise discount and promotion offers (own and with partners) considering channel dynamics and to understand the psychological thresholds to pricing.
Other key findings of the report include:
When it comes to selecting a digital payment instrument, brand reputation dominates as the primary factor, standing at the highest (index of 100) while other parameters such as ‘interest on earning’, ‘platform Fee & charges’ and ‘cashbacks on all transactions’, lags behind at 47, 43 and 18 (indexed to brand reputation) respectively.
While selecting the e-commerce platform for online purchases, consumers’ look for foundational needs being met and hence delivery type & delivery charges stand highest (index of 100), followed by ‘discounts’ and ‘delivery time’ (61 and 52 respectively- indexed to delivery type & charges). This gives a clear indication to brands to keep a stronghold on these basics for customer loyalty and understand consumer’s maximum thresholds for delivery charges, delivery time and minimum thresholds for discounts.
While consumers may expect to have many services and features available on the app, they would be willing to pay only for the services and features which fulfils an unmet need or have a tangible benefit. Kantar points out that it is important to estimate consumer’s willingness to pay for each service and feature, in order to construct subscription packages and to monetize profitably.
A key aspect of consumer decision-making on digital platforms is Priced offers vis- a – vis free service/content. The report points out that while constructing and pricing subscription packages / offer bundles and monetizing services and features in digital commerce space, it is important to consider (and not ignore) free services and content available on the web as real competition because in consumer’s mind, these are relevant options and something they can easily switch back to. Explaining this further, the report highlights that discounts on medicines are already available on many sites and thus, willingness to pay for it in a subscription plan is very low. The same is true for services such as nutritional / diet advice which are available for free on many health-related sites and platforms.
Lastly, the report points out that loyalty program subscribers expect higher tangible rewards in return. This can vary by category. For one category, the expectation from the conversion rate for reward points to cash for loyalty program subscribers was 1.17 times that of the conversion rate for regular users and for another it was 1.31. Kantar recommends that in order to balance between consumer loyalty, rewards payout based on loyalty programs and profitability, it is important to estimate and optimize the reward-to-cash ratio and benefit from the difference in these expectations across program subscribers and regular users (to get them onboard) by different categories.
Commenting on the report, Kantar MD & chief client officer, insights division, South Asia Soumya Mohanty said, “India’s online shopper base is to be the 2nd largest globally by 2030, with nearly 500-600 Mn shoppers, as per Invest India*. To capitalise this massive growth and be future-ready, it becomes even more important to listen to what consumers want from your category, brand, and those you partner with.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
