For Ama­zon, In­dia sees high­est prod­uct re­turns

Fiji Sun - - International Business - Feed­back: [email protected]­jisun.com.fj Source : Busi­ness To­day

Ama­zon gets more prod­uct re­turns in In­dia than in any of the 17 mar­kets where it op­er­ates, a se­nior com­pany ex­ec­u­tive said. One rea­son for the re­turns is coun­ter­feit prod­ucts, which is the case glob­ally, said Dharmesh Mehta, vice-pres­i­dent for con­sumer and brand pro­tec­tion at Ama­zon, without elab­o­rat­ing on why else In­dia gets the high­est re­turns. For Ama­zon, In­dia sees high­est prod­uct re­turns. Ex­perts said the wider preva­lence of cash on de­liv­ery and lo­gis­ti­cal chal­lenges in the smaller towns of In­dia were the main rea­sons for higher prod­uct re­turns in the coun­try. “Prod­uct re­turn to ori­gin is higher in tier-two and be­yond due to lower share of pre­paid pay­ments and chal­lenges for lo­gis­tics com­pa­nies in lo­cat­ing the right ad­dresses,” said Ujjwal Chaudhry, en­gage­ment man­ager at Red­seer Con­sult­ing.

What it takes to build the rep­u­ta­tion of a brand

A re­cent Red­seer re­port high­lighted that prod­uct re­turns and can­cel­la­tions amounted to as much as 30 per cent of the gross mer­chan­dise value.

The ecom­merce sec­tor has been the source of the largest num­ber of com­plaints on the na­tional con­sumer helpline among all sec­tors over the past year.

Mehta said Ama­zon de­ploys ma­chine learn­ing-based and au­to­mated tools to thwart coun­ter­feit prod­ucts and will likely bring to In­dia the ca­pa­bil­ity to al­low users and sell­ers to scan a man­u­fac­turer’s code through a mo­bile ap­pli­ca­tion to check for au­then­tic­ity.

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