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Reliance’s Digital Apps Struggle to Turn Reach Into Habit
Reliance has made many people download its shopping apps.
However, fewer people use JioMart and Ajio regularly each week.
Other apps, such as Blinkit, Zepto and Myntra, gained more regular users.
JioMart has many downloads but a much smaller share of weekly users.
This suggests that downloading an app does not always make it a habit.
Quick-commerce customers often return to the app they remember when they need something quickly.
Reliance says its online grocery orders are growing quickly and plans to keep investing.
Ajio is also facing competition from Myntra and possibly Shein, another fashion app operated by Reliance in India.
JioMart and Ajio lost 1.7 million and 1.5 million weekly active users this year, respectively.
Competitors including Blinkit, Zepto, bigbasket and Myntra expanded their weekly active user bases.
JioMart’s 132.4 million downloads translate into about 9.1 million weekly active users, a 7% conversion rate.
Reliance reported a 116% year-on-year rise in average daily grocery digital-commerce orders during the June quarter.
Reliance is expanding JioMart despite a 1.8% decline in retail operating EBITDA and pressure from digital investments.
- Who
- Reliance Retail, its JioMart, Ajio and Tira apps, and competing platforms such as Blinkit, Zepto, bigbasket and Myntra.
- What
- Reliance’s digital platforms are gaining reach but struggling to convert downloads and customers into regular weekly users.
- Where
- Across Reliance’s digital-commerce operations, including JioMart’s service in about 5,500 pin codes and Shein’s operations in India.
- When
- The user and download comparisons cover this year, while Reliance’s operating figures refer to the June quarter.
- Why
- Analysts say quick commerce depends on repeat, habitual use; Reliance is continuing to invest in distribution, dark stores and digital growth despite margin pressure.
Reliance’s Investment Case
Analysts’ Usage Concerns
Continuing JioMart investment
Reliance’s Investment Case
Reliance says grocery digital-commerce orders are growing strongly and plans to expand dark stores and grow JioMart over the next three years, accepting lower margins as part of the strategy.
Analysts’ Usage Concerns
The user data indicates that JioMart is not converting its large download base into regular usage as effectively as key competitors.
Digital reach versus habit
Reliance’s Investment Case
Reliance has built substantial distribution, with JioMart serving about 5,500 pin codes and digital commerce contributing 13.4% of grocery B2C revenue.
Analysts’ Usage Concerns
An analyst said quick commerce is a habit-building category in which customers must recall an app for immediate needs; otherwise, they may choose another platform.
Ajio and Shein
Reliance’s Investment Case
Reliance’s Shein operation gained installs from about 11 million to 30 million in the June quarter, showing growth in another fashion platform under its umbrella.
Analysts’ Usage Concerns
Analysts see a potential internal conflict because Shein targets the same value-conscious shoppers that helped Ajio build its customer base, while Ajio lost 1.5 million weekly active users.
Key facts
- JioMart weekly users
- JioMart lost 1.7 million weekly active users since the beginning of the year.
- Ajio weekly users
- Ajio lost 1.5 million weekly active users over the same period.
- JioMart conversion
- JioMart had 132.4 million downloads and 9.1 million typical weekly active users, implying about 7% conversion.
- JioMart reach
- JioMart serves about 5,500 pin codes.
- Digital grocery orders
- Reliance reported a 116% year-on-year increase in average daily grocery digital-commerce orders in the June quarter.
- Grocery digital revenue
- Digital commerce’s share of grocery B2C revenue rose 160 basis points to 13.4%.
- Retail EBITDA
- Retail EBITDA from operations fell 1.8% during the June quarter.
- Shein installs
- Shein installs rose from about 11 million to 30 million during the June quarter, according to Reliance.
Quotes
An analyst tracking the sector
An analyst who tracks the quick-commerce sector
“Quick commerce is a habit building category where users come in with high intent. It’s less of a discovery platform. If customers aren’t recalling your application for their instant use case, you lose out.”
financialexpress.com
Sources
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