"Is there a ceiling for online growth for consumer brands, and should they look to go offline early?"
An interesting question posed to me from the audience during the Venture Intelligence Conclave 2024. While we discussed this at length at the conclave, I believe this is really relevant for several digital-first consumer brands.
Here are my views:
In many categories, it's possible to build brands with at least INR 100 crore revenue online only, without entering offline channels. This online addressable market is expected to continue to expand with the increasing share of e-commerce in retail sales across categories and evolving consumer preferences. The recent rise of quick commerce is further postponing the necessity for offline expansion in several categories like F&B.
Some brands might want to experiment with offline channels early for varying reasons. Fashion and lifestyle brands might consider experimenting with offline strategies early on to offer a superior customer experience and foster trust. Also, for offline-first categories like jewellery, brands might choose to adopt an offline strategy very early on or even start exclusively offline. However, in most categories, if a digital-first brand feels the need to go offline to address growth challenges at lower ARR of INR 10-20 crore, it could be an indicator of issues such as the core product, pricing or brand proposition.
Ultimately, most brands will likely need to embrace offline channels, as offline sales continue to represent 80-90% of the total market in many categories. It's essential to recognize that offline isn't a single channel but encompasses various channels such as Modern Trade (MT), General Trade (GT), and Exclusive Brand Outlets (EBO). Brands must select the most suitable channels based on their category, price points, and consumer profile.
In conclusion, it is possible to build a reasonably large business online only. In the medium to long term, it is still essential to integrate an offline strategy for long-term success, particularly in categories where consumer preferences and market dynamics favour traditional retail platforms.
#venturecapital #consumerbrands #ecommerce #offlinestrategy Prath Ventures