August 1: Reliance Retail has been prepping to enter the e-commerce space in a more expanded manner and it appears like the company might soon have the gears shifted. According to newly emerged reports, Reliance Retail is spearheading measures to take on the likes of Amazon and Flipkart for which the company is focusing upon the ecommerce arm of its smartphone and electronic sales market, the Reliance Digital.
Reliance Digital, in its brick and mortar form, has already climbed up the ladder to become the country’s largest electronics retailer. Reliance is now eyeing to deploy similar strategies to woo users with the online version of Reliance Digital.
According to the report, Reliance Digital will be introducing price-competitive deals and other offers to take on the current market leaders in the online space. Offers will cover all major electronic segments like smartphones, TVs, refrigerators, air-conditioners, etc.
Reliance has been piloting the online version of Reliance Digital for over a year by letting its employees purchase mobile phones and consumer electronics through the site. When functional, the physical stores of Reliance Digital as well as Jio Stores will act as fulfilment centres for the online orders placed by customers.
Reliance already offers attractive pricing for electronic products in its physical stores, and the proposed offers in the online store would be in addition to that. Collectively, electronics account to 55-60% of the business of ecommerce players in India, and grabbing a big share among ecommerce electronic market would certainly put Reliance Retail in a stronger position.
Currently, Reliance runs ecommerce operations for the fashion department through Ajio.com and Reliance Trends, and online grocery services through Reliance Smart. The latter is currently functional only at Mumbai, Pune and Bengaluru, but Reliance is also plotting bigger expansion plans for the same.