Koustubh Bhattacharya email – bkousofu@gmail.com Page 1

Analysis of an e-commerce Portal

July 4

2011 Bagittoday is an e-commerce website from the India Today Group and it claims to be India’s largest e-com portal. Loaded with branded boutiques this portal allows registration on ‘invitation only’ basis. Oddly I could invite myself to register. In this cluttered market where a new e-com website come up every day, Bag it Today wants to position itself as a premium one. This 2 page report carries a to the point analysis done on the portal and its business.

In terms of Website, SEO, Social media, Online reputation and Business model

Look & feel of the portal

Very good logo

Good functionalities

Nice concept of Boutiques

But the website looks more of a retail website rather than ecommerce

The categories are based on brands rather than products

NO ADVANCE SEARCH FEATURES ??

No facebook or twitter log in

Layout of the product display is fine

Product details not enough

No product testimonials

lacks a feel of credibility and seriousness

Product referrals are way off the relevance

Disclaimers are inadequate and do not educate the user

There is not enough sense of urgency in the offers

No user comments on product details

Payment Gateway

Good Add to my bag (bucket)

Checkout asks for login at the second step itself (should be delayed)

No guest checkout

Address details not pulling log in registration details

Shipping Charges ??? who charges this these days?

No Paypal?

User leaves the site before the he actually goes to the respective bank’s gateway

Product Features:

The Hot Rock –n-Roll

stuff……truly British!!

Canvas Upper never looked

so good before ….

Superb labels

Rubber Soles… light &

comfy…well aligned with

canvas up

http://www.bagittoday.com/Deals/Le

e-Cooper-Canvas-Ankle-Shoes-

Blue/466.htm

SEO

Too long description

Good Keywords but not weighed properly I guess.

Keyword organic searches:

1. Online shopping – 15th

2. Shop online – not on 1st 3 pages

3. Buy online – 14th

4. Best deals – 7th

5. Online Deals – 5th

Social Media (observations and suggestions)

Facebook should land you to a welcome page or micro-site app and not on wall

Use social media widgets on top of the home page

There are duplicate groups on facebook. Ask the fraudsters to take down their groups

immediately.

Twitter posts are not synced with facebook

Website has no twitter features. Twitter feeds should be used to encourage users to join

the conversation.

Massive Negative PR

‘Bagittoday Scam’ group on facebook has large number of people berating bagittoday

After top 2 search results on Google, ‘Bagit’ yield only negative searches.

Complaints, grievance forums, consumer forums are filled with rants from unsatisfied

customers

The facebook wall is flooded with enquiries and complaints on the facebook wall.

Comments posted on Saturday are answered on Monday!

There is no one giving a clear message on what to do.

Analysis

Your supply chain and distribution management has glitches

Lost out on logistics support

No focus on regions but tried reaching all over India

Focus on brands and not product

Your online presence was over hyped and it backfired

The pricing model on deals is inconsistent

Pricing strategy didn’t go well with the marketing strategy

Didn’t counter the negative PR

Diagnosis – Oversold but Under delivered.