{"id":1301,"date":"2016-08-30T12:06:11","date_gmt":"2016-08-30T12:06:11","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=1301"},"modified":"2022-09-08T12:05:35","modified_gmt":"2022-09-08T12:05:35","slug":"going-beyond-bargain-hunters","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/going-beyond-bargain-hunters\/","title":{"rendered":"Going beyond bargain hunters\u00a0"},"content":{"rendered":"\n

Ankita Rai, Financial Express
\nNew Delhi, 30 August\n2016 <\/i><\/p>\n

\n
\n

<\/p><\/div>\n

Affiliate\nmarketers such as coupon, cashback and deal sites often work as a match\nmade in heaven for retail\/e-commerce firms when the latter take baby\nsteps into the business world. These sites drive traffic to e-commerce\nplayers on commission basis, similar to the cost of acquiring a new\ncustomer or a sale.
<\/p>

Till last year, affiliate marketers\nbenefitted a great deal from the e-commerce slugfest as e-tailers doled\nout attractive commissions.
<\/p>

But in recent times, something\nhas changed as e-tailers focus on positive unit economics and relook at\ntheir business models in light of new government norms and investor\npressure. With GMV being considered an ‘old school’ metric now,\ne-tailers are rationalising affiliate commissions and looking for\nquality customer traffic beyond deal seekers.
<\/p><\/div><\/div>\n

Take the case\nof Snapdeal. According to industry sources, it has cut down on\ncommission paid to affiliate marketers by 50-60% for existing customers\nfrom March this year.
<\/p>

For high volume categories like mobile\nand tablets, it now pays 1% for the existing customers for upto a\nmonthly threshold of 2,500 transactions against the flat commission of\n2.5% paid in August 2015.
<\/p>

In case of high margin categories\nlike clothing and accessories, the commission is down to 3% from 12% in\n2015 for existing customers for upto a monthly threshold of 2,500\ntransactions. Snapdeal was unavailable for comment.
<\/p>

Paytm,\nwhich was the darling of affiliate marketers due to its cashback\noffers, has also stopped paying commissions for its marketplace this\nyear, with its focus shifting towards services such as ticketing,\nmobile recharges, billing etc.
<\/p>

While Flipkart’s affiliate\ncommissions have remained the same, more or less in the last one year,\nthere is a shift in favour of new customers and apps. It pays 1.5%\ncommission on mobile phones for existing customers while and 2.5 % for\na new customer order.
<\/p>

This figure stands at 3.5% for mobile\napps. For high margin categories like fashion and lifestyle, the\ncommission for a new customer order in apps is as high as 15%. Flipkart\nand Paytm didn’t reply to the emails seeking their comments on\naffiliate marketing commissions.
<\/p>

Amazon India, on the other\nhand, has a flat structure of advertising rates and pays 4% commission\nfor electronics. But top selling brands such as Xiaomi Redmi Note 3 or\nMotoG4, do not qualify for advertising fees.
<\/p>

The top\ne-commerce players are moving away from coupon and cashback affiliates\nin favour of price comparison, product review, aggregation and\nblogging-based models. “We have discontinued business with cashback and\nrebate sites.
<\/p>

We want to enable customers to discover and\nshop directly on Amazon without the need to come through\nintermediaries,” explains Kishore Thota, director, digital marketing,\nAmazon India.
<\/p>

“While we still work with rebating sites for\nenabling discovery of deals and prices, we have stopped any cashbacks\nfrom being passed on to the end customer.”
<\/p>

Also, wallet\nplayers have changed the game for cashback-centric affiliate marketers.\n“While wallet players may not be traditional affiliate partners, they\nhave certainly eaten into the affiliate pie,” says an e-commerce\nexpert. With GMV in the e-commerce space down by 20-25% this year\nduring the first six months, a similar impact is expected on the\naffiliate industry. Does all this spell doom for couponing and cashback\nsites and other kinds of affiliate marketers?
<\/p>

Focus on the bottomline<\/span>
<\/p>

Traffic\nobtained from affiliates may be even more valuable than qualified leads\nsince affiliate sites already provide some context to the product (for\ninstance, product comparison websites or lifestyle blogs). However, the\ne-commerce business has changed in the last six months.
<\/p>

“It\nis not surprising that e-commerce companies are relooking at\naffiliates. Most of the traffic coming from affiliates is of bargain\nhunters. Therefore, they are rationalising the commission as they are\ntrying to focus more on quality organic traffic and customer loyalty,”\nsays Pragya Singh, vice president at retail consulting firm Technopak.
<\/p>

While\nprice comparisons, deals and cashbacks were significant contributors in\nthe initial years, lately e-commerce players are seeing good traction\nfrom individuals with social media accounts and from content sites who\nhave regular visitors\/fans.
<\/p>

For example, the Amazon Associates programme allows individuals to connect with relevant products from articles.
<\/p>

Lenskart\nis now working with only five partners in the affiliate space which\ninclude CouponDunia, Komli and vCommission. “Till last year, we were\nworking with 15 affiliate partners. We now work with few partners who\nhave better capabilities of buying inventory, provide quality traffic\nand are doing better customer segmentation at their end,” says Amit\nChaudhary, co-founder, Lenskart.
<\/p>

]The firm offers up to 20%\ncommission to the affiliates and, in fact, has increased its commission\nover time. “We are capitalising on the situation. We are 90% a private\nlabel entity,” he explains.
<\/p>

With affiliate marketing being\nthe “cheapest medium after email” investing 10% of overall marketing\nspends in it is a no-brainer for Lenskart.
<\/p>

However, for\ne-commerce players who are at a slightly more mature growth stage,\ndiscounts can’t be the main driver anymore. “Now price is less of\ndriver,” says Nitin Agarwal, AVP, marketing, ShopClues.
<\/p>

“Majority\nof the traffic coming through cashback and coupon sites is from tier II\nand tier III cites. Only those affiliates are doing well overall which\nare adding some value beyond deals and discounts.”
<\/p>

The big picture<\/span>
<\/p>

The\nbusiness environment for affiliate websites is becoming tougher with\ntime. “With fewer sites to send their traffic to, margins may be\nreduced, business thresholds for higher margins may be moved up,\npayment thresholds may also go up to reduce administrative effort and\nexpenses, and the period for expiry of a referral may be shortened,”\nsays Devangshu Dutta, chief executive, Third Eyesight.
<\/p>

However,\naffiliates are upbeat about their business models and see consolidation\nin e-commerce space, cutting down of deep discounting and focus on\nquality traffic as a boon for the ecosystem.
<\/p>

CouponDunia\nadded cashback as a feature in April this year and believes cashback\nand coupon will continue to work well in the space because it’s human\nnature to save.
<\/p>

For every commission it earns, the portal\nkeeps 30% and pays rest as cashback. “The economics of transactions has\nto make sense. If a retailer is losing money or has very low margins on\na transaction, it cannot afford to pay us high commissions,” says\nSameer Parwani, founder and CEO, CouponDunia.
<\/p>

“The new\ndiscounting norms won’t impact coupon and cashback players. If\nretailers reduce discounting, they have more room to pay for our\ncommissions and the cashback part will see an increase.”
<\/p>

He\ncements his argument saying that once the e-commerce player cuts back\non discounts, the only way for consumers to look for the best offers is\nthrough affiliates.
<\/p>

Then there are others like Rohan\nBhargava, co-founder of cashback site CashKaro who say that the\ne-commerce focus on profit is good for affiliates. Due to investor\npressure, e-commerce companies may have cut down on affiliate\ncommissions but this could be short-term.
<\/p>

“In certain cases\nwe have seen a rise in commission like in Healthkart’s case. Niche\nsites are doing well while commission has been steady for players like\nFlipkart and Amazon for the last one year,” he says. He further states\nthat the beauty of cashback is, the discount happens after transaction\nand therefore, doesn’t impact GMV. But not everybody agrees with him.
<\/p>

Ravi\nKumar, founder, FreeKaaMaal.com, says the cashback model is totally\nincentive-driven and doesn’t add any value and at the end of the day,\naffliates also need to be profitable.
<\/p>

Currently, a large chunk (80-90%) of the revenues earned by cashback sites is going back to the users.
<\/p>

“To\noffset this, these companies need to increase the transactions\nmanifold. But that is not possible anytime soon,” he says. “If you look\ninto the traffic trend of cashback sites, 90% of the traffic is repeat\nusers. This is contrary to deal sites where 50% traffic is new users.”
<\/p>

A\nfocus on profitability is also forcing affiliates to adopt better\nbusiness models. Currently, two models exist: charge on per pay basis\nand per customer visit (PCV). The industry is moving towards the latter\nas the risk is minimal.
<\/p>

The price comparison and product\ndiscovery platform MySmartPrice attracts 10 million unique consumers on\nits platform every month and claims to do three lakh transactions per\nmonth. “Annually close to 660 million unique customers transact on our\nsite,” says Sulakshan Kumar, co-founder, MySmartPrice. “We help\ne-commerce get two to five times increase in daily GMV volumes during\nthe sale season.”
<\/p>

Industry experts say affiliates will soon\nbe as big as e-commerce sectors. In developed economies, 15 to 20% of\nthe sales come from affiliates. In India it is less than 10%. The\naffiliate industry in India is less than Rs. 1,000 crore.
<\/p>

“In\nthe US, online branded apparel stores such as Nike work a lot with\ncoupon and cashback sites because their margins are good. But\nhorizontal players prefer price comparison, deal and review sites. This\ntrend is yet to catch up in India,” Kumar adds.
The new government\nrules on e-commerce marketplaces and discounting have actually made\nplayers go back to the drawing board and relook at their financial\nmodels.
<\/p>

“Changes in affiliate commissions are a byproduct of\nthis. Affiliates are part of the e-commerce ecosystem and cannot be\nseen in isolation,” sums up Anil Talreja, partner, Deloitte.<\/p>\n

(Published\nin Financial Express<\/span><\/a>)<\/i>\n<\/p>\n","protected":false},"excerpt":{"rendered":"

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