Mobile social marketplaces:

engagement driven commerce Limeroad

18th November, 2015
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India is a mobile first market for commerce

Mobile Commerce (% of total GMV)
80%
70%
42%

17%

22%

43%

Q3:14

20%

21%

Flipkart

Alibaba

eBay US
Q3:13

35%

Q3:15

Q3:13

Q3:14

Q3:15

Q3:13

Q3:14

Q3:15

Drivers of future growth

Smartphone devices projected to cross 200M in 2015 and 500M by 2020

60%+ of Indian internet users are mobile only users projected to grow to 80%+

Only 12% of internet users have bought a product online compared to >60% in China
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Mobile first marketplaces are of two types

On-Demand Marketplaces

Mobile Social
Marketplaces

We all understand this well

This model is new to India Community and Content is core

Global
Global and
and
Local
Local
Examples
Examples

Deman
d
Marketplace
Marketplace
Models
Models
Supply

Demand

Communit
y
& Content

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Supply
3

Why are Mobile Social Marketplaces different

Source: Polyvore prezo

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Discovery & Inspiration led categories require a

different approach

Lifestyle Commerce requires

Inspiration and high engagement

Inspiration requires Content

Content requires Community

-initial seed can be editorial but scale
comes through community

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Mobile social marketplaces that have scaled globally (1/2)

US +
Developed Mkts

Fashion
Fashion
(New)
(New)

$124M |
2009

$22M |
2007

CHINA

$50M | 2012
$212M |
2010

(Used)
(Used)

$41M | 2011

$83M | 2011

$126M |
2009

$214M |
2009

$205M |
2008
KONGKONGH
U
$18M | 2014

$33M | 2009

Home
Home

TO8TO
$217M |
2008
$358M (IPO) |
2002

$21M | 2015

$30M | 2009

$61M | 2010

Fashion
Fashion

INDIA

2011
QIJIA
$172M |
2005

$128M |
2011
$13M | 2013
Social Marketplace

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Note: Numbers indicate

total funding & founding

Mobile social marketplaces that have scaled globally (2/2)

US +
Developed Mkts

Horizontal
Horizontal

$42M | 2013

$91M | 2011

(Used)
(Used)

$100M |
2015

INDIA

$5M | 2014

$34M | 2012

Kids
Kids

Beauty
Beauty &
&
Others
Others

CHINA

LAMABANG
$130M |
2013

LILI&BEAU
TY
$110M |
2007

$37M | 2004

$23M | 2009

$69M | 2010
$124M |
2014

LEFENG
$40M | 2008

JUMEI
IPO | 2010

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$13M | 2012

Social Marketplace
Note: Numbers indicate
total funding & founding

Founders of mobile social marketplaces think differently

about the key drivers of their business
The question for me is, can we make a
random girl, with great taste, who lives in
Minnetonka, influential?
Jess Lee
CEO & Co-Founder,
Polyvore

We focus on interactive element for users to

play with neatly bundled elements of
fashion.
Chen Qi

Price becomes less important & style assumes

a bigger role. Its a segment where you can
cultivate fans.

CEO & Co-Founder,

Mogujie

Zhang Lianglun
CEO & Founder, Beibei

fashion online right now is just somebody taking

a boutique and sticking a .com at the end of it.
What I see and what you see is the same thing.

Chris Morton

CEO & Co-Founder, Lyst

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