In its integration of offline-to-online (O2O) earlier this year to drive targeted results, Amway India has witnessed a significant shift to online sales, from 33.6% in February 2020 to over 70%.
Focused on bolstering it’s home delivery and logistics network to support the surge in online orders, the FMCG direct selling company sees the trend to continue and foresees the online orders to reach over 5-6 lakh per month by the end of this year.
Commenting on Amway’s home delivery strategy, Anshu Budhraja, CEO, Amway India, said, “In the last few months, we have witnessed a rapid shift in consumer behaviour, especially in retail, with people increasingly migrating to online platforms for shopping. Amway too has observed a similar trend. As web sales doubled, there has been a significant upward shift in the home delivery orders, and we expect this trend to continue. To ensure seamless shopping experience and smooth last-mile delivery of orders, we are working towards strengthening our supply chain and logistics. We will be investing Rs 30 crore to enhance the home delivery experience by adding warehouse space, manpower, new logistics partners, automation in warehouses, and other back-end processes”.
Talking about the growing online orders and its significance, Sanjeev Suri, Vice-President – Global Omni Channel Logistics, Amway India, said, “With the Indian consumers embracing e-commerce, it is expected to grow 27% to reach $99 billion by 2024, as per the latest report ‘Global Internet: e-commerce’s steepening curve’ by Goldman Sachs. To address this evolving trend, we are also planning to launch same-day delivery and online return services by early next year, in Q1, to enhance the post-purchase experience.”