Going forward, meta-commerce will prove to be an enabler for rural India
Picture a remote village in UP, where a community of women assembles around a smartphone with a shared curiosity for online shopping. Yet, their enthusiasm is met with a sense of confusion and unease as they grapple with the intricacies of navigating through e-commerce platforms.
Despite the increased digital literacy, smartphone and internet penetration, the rural consumers continue to be at a disadvantage when it comes to the scale of technology adoption and digitisation. Poor internet connectivity, inadequate infrastructure and supply chains, and the inability to navigate e-commerce platforms and make digital payments are slowing down the potential growth of e-commerce in rural areas. In addition, language barriers and trust and security issues are also contributing factors impairing the growth of this sector.
Curtain Raiser: Meta-Commerce
Meta-commerce redefines rural retail by bridging the gap between e-commerce and rural consumers. Through ‘assisted commerce’, it introduces a human touch to digital shopping, connecting local retailers with e-commerce providers for personalised guidance. Imagine a rural shopper visiting a local store for a specific item; the retailer, using a meta-commerce platform, links with e-commerce sources to secure optimal deals. This seamless fusion of online and offline experiences embodies the essence of meta-commerce.
This innovation consolidates diverse e-commerce sites, merchants, and businesses onto one platform. Local retailers collaborate with meta-commerce to offer exclusive branded products, enriching their physical inventory. Now, a customer, with the retailer’s assistance, can purchase everything online. For instance, a neighbouring shop can facilitate the online order, payment, and schedule delivery of a television or a washing machine at the last mile. Remarkably versatile, the platform enables concurrent online and offline purchases, from groceries to OTT recharges or insurance.
A win-win for all!
Remembering the wise words of William Shakespeare, who aptly said, “All the world’s a stage, and all the men and women merely players.” In this transformative meta-commerce stage, rural consumers are the protagonists, and their empowerment is the grand narrative shaping the future of Indian e-commerce.
On the one hand, it is creating a more accessible and inclusive digital economy in non-urban centres and, on the other, it is empowering local businesses like kirana stores and rural communities in their e-commerce journey – thus, resulting in a win-win situation for local businesses, e-commerce platforms and rural consumers.
Role of DaaS
For meta-commerce to thrive in rural India, several factors come into play. Infrastructure development is crucial, as reliable internet connectivity is the lifeline for e-commerce.
The larger success of meta-commerce platforms, however, depends on how well they leverage the Distribution-as-a-Service (DaaS) framework in utilising the network of local shops, like kiranas, and reaching out to the underserved rural communities. The DaaS architecture helps democratise a range of services, makes out-of-reach products available to the masses, and simplifies high-end technology for last-mile delivery. In addition, DaaS solves the twin problems of poor infrastructure and fragmented distribution in rural areas, which often undermine the efforts of e-commerce companies to tap new markets and growth opportunities, optimise supply chains, and streamline digital payment systems.
From that perspective, DaaS plays an important role in converting potential sales into actual purchases. Together with meta-commerce, it will further help retail stores evolve into multi-utility points offering a range of products and services, including banking and non-banking offerings such as savings bank accounts and travel bookings.
Initiatives by the Government, such as the Open Network for Digital Commerce (ONDC), can play a pivotal role in fostering a conducive digital ecosystem. Simultaneously, investing in digital literacy programmes empowers rural citizens to make the most of these opportunities.
Assisted commerce
Localised platforms tailored to the unique needs of rural communities are essential. These platforms go beyond mere translation; they understand local preferences, cultures, and challenges. Assisted commerce, a pivotal aspect of meta-commerce, ensures that every consumer receives personalised assistance, breaking language barriers and providing real-time support through DaaS platforms. For instance, an elderly farmer seeking to purchase farming equipment online can now have the guidance of his nearby retailer, simplifying the process and addressing any bottlenecks to accessibility.
Founder, MD and CEO,
PayNearby
Future outlook
Going forward, meta-commerce will prove to be an enabler for rural India. It will strengthen the rural supply chain and provide a level playing field for local SMEs and businesses to sell merchandise to a larger audience, and at the same time give consumers a greater choice of products and services that align with their needs. In the words of Ralph Waldo Emerson, “The creation of a thousand forests is in one acorn”. Similarly, the transformation of rural e-commerce begins with the seeds of meta-commerce. Let us nurture this revolutionary approach and witness the flourishing of a more inclusive and prosperous Bharat.
