2016 Q2 INDIA - Call Volume for the E-Commerce & Cab Hailing Industry - Truecaller Blog
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2016 – Q2 INDIA – Call Volume for the E-Commerce & Cab Hailing Industry
What is TrueInsights?
TrueInsights is a quarterly report from Truecaller that covers relevant industry and market
trends. Being data driven is an extremely important trait for Truecaller, throughout its
lifetime it has discovered and predicted amazing trends just through our internal statistics.
The insights come from a mix of engineers, data scientists and marketers who put their
heads together to tell data stories in an entertaining and informative way.
Notes & Methodology
The data in this article was agregated anonymously from incoming and outgoing calls to e-
commerce and cab hailing services in India during the period of January 1st, 2016 to June
30th, 2016 to understand the trends and usage. Calls from a user to retailer (or vice versa)
can be anything related to purchasing, complaint, customer service, delivery etc. These
insights are purely based on our internal data and does not reflect the entire usage of any of
the services and Truecaller does not warrant the accuracy or completeness of such data, and
all derivative conclusions or assumption are those of the readers only. All brands mentioned
are the property of their respective owners. Use of these brands does not imply any co-
operation or endorsement.
2WHO IS AHEAD IN THE E-COMMERCE GAME?
While a vast majority of shopping is still in traditional retail stores, a large and very fast
growing segment is coming from a relatively new source - e-commerce. With 400 million
internet1 users, Indian consumers are more likely to head to their browser before physically
heading to a store. Not just decisions, but more often than not, purchases are made online.
Retail sales across the country have grown to $600B in 2015 and are expected to top $1
Trillion by 20202. Although it is a small segment, the revenue for e-commerce is expected to
reach $38 Billion in 2016 which is no small feat in a traditional retail market.
Truecaller analyzed how online shoppers are interacting with this new breed of retailers
(barring hyperlocal players) and here are the new TrueInsights into the interactive world of
e-tailing.
From January 1st to June 30th 2016 Indian smartphone owners using Truecaller made or
received more than 1.06 billion calls to or from an e-commence company.
Since the beginning of the year call volumes between e-commerce companies and Truecaller
users has grown 27.4% to almost pass 250 million calls in July.
1
Internet and Mobile Association of India - http://www.iamai.in/media/details/4486
2
Boston Consulting Group -
http://economictimes.indiatimes.com/industry/services/retail/indias-retail-mkt-has-
potential-to-touch-1200-bn-by-2020-boston-consulting-group/articleshow/50578986.cms
3The majority of these calls are being made to and from seven companies: Flipkart, Amazon,
Snapdeal, eBay, Jabong, PayTM and Myntra.
Looking at the graph, you can see that Flipkart is getting the most calls and it has even
increased its lead during Q2. During Q2 there’s been a general increase of call volume to
most companies, with PayTM, Amazon, and eBay showing the most movement.
4And when looking at the volume of incoming calls compared to the volume of outgoing calls
we see that in case of every single retailer there are more outgoing calls being placed than
incoming calls to users.
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WHO IS AHEAD IN THE E-COMMERCE GAME?
While a vast majority of shopping is still in traditional retail stores, a large and very fast growing
segment is coming from a relatively new source - e-commerce. With 400 million1 internet users,
Indian consumers are more likely to head to their browser before physically heading to a store.
Not just decisions, but more often than not, purchases are made online. Truecaller analyzed how
online shoppers are interacting with this new breed of retailers (barring hyperlocal players) and
here are the new TrueInsights into the interactive world of e-tailing.
453 608
million calls million calls
Q1
Q2
Calls per month
Share of call volume
Distribution of calls : E-commerce company
Notes & Methodology
The data in this article was agregated anonymously from incoming and
outgoing calls to e-commerce and cab hailing services in India during the
period of January 1st, 2016 to June 30th, 2016 to understand the trends and
usage. Calls from a user to retailer (or vice versa) can be anything related to
purchasing, complaint, customer service, delivery etc. These insights are
purely based on our internal data and does not reflect the entire usage of any
of the services and Truecaller does not warrant the accuracy or completeness
of such data, and all derivative conclusions or assumption are those of the
readers only. All brands mentioned are the property of their respective
owners. Use of these brands does not imply any co-operation or
endorsement.
1: Internet and Mobile Association of India - http://www.iamai.in/media/
details/4486
THE EVER CHANGING FACE OF CAB HAILING IN INDIA
Back in May we brought you TrueInsights into how the cab industry was changing in India.
Thanks to the smartphone and rise of firms such as Ola Cabs and Uber the whole industry
has been seeing a rapid transformation. We wanted to give an update to that report and
how it’s progressed since then.
Overall call volume to some sort of cab or car service has gone from 2.23B calls in Q1 to
2.43B calls in Q2. Number of monthly calls to and from the industry has stayed roughly the
same over the period indicating that traditional car services and cabs are still holding their
ground.
6Calls to and from drivers has however increased in the past few months. The biggest change
has been for “Other Driving Services” and “Taxi/Cab” services.
When looking at incoming vs. outgoing calls over this entire period we see that Ola Cabs
made a 51 million calls to its users in Q2, while 42 million calls were made by users – which
accounted for 93 million calls between Ola Cabs and its users. Uber users received 21 million
calls from the company in Q2, and called the company 11 million times – which totaled 32
million calls.
7C
ab
THE EVER CHANGING FACE OF CAB
HAILING IN INDIA
Back in May we brought you TrueInsights into how the cab industry was changing in India. Thanks to
the smartphone and rise of firms such as Ola Cabs and Uber the whole industry has been seeing a
rapid transformation. We wanted to give an update to that report and how it’s progressed since then.
2.23 2.43
billion calls billion calls
Q1
Q2
Calls per month
Share of call volume
*
*’Other driving services’ include private drivers, transporation services,
and may include other taxi services.
Distribution of calls: Uber vs. Ola Cabs
Q1
71%
29% Uber Ola Cabs
22M 46M
OUTGOING OUTGOING
11M 33M
INCOMING INCOMING
Q2
74%
26% Uber
Ola Cabs
21M 51M
OUTGOING OUTGOING
11M 42M
INCOMING INCOMING
Notes & Methodology
The data in this article was agregated anonymously from incoming and
outgoing calls to e-commerce and cab hailing services in India during the
period of January 1st, 2016 to June 30th, 2016 to understand the trends and
usage. Calls from a user to retailer (or vice versa) can be anything related to
purchasing, complaint, customer service, delivery etc. These insights are
purely based on our internal data and does not reflect the entire usage of any
of the services and Truecaller does not warrant the accuracy or completeness
of such data, and all derivative conclusions or assumption are those of the
readers only. All brands mentioned are the property of their respective
owners. Use of these brands does not imply any co-operation or
endorsement.
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