First online portal for buying soft drinks over the internet pilots in Asia.
In what could be considered a pioneering move by a fast-moving consumer goods company – Coca-Cola has piloted an e-commerce store in India that allows customers to buy their products online.
The home-delivery service is an attempt by the company to tap into the rapidly expanding e-commerce market in India – a market that has the potential to grow a hundred-fold over the next nine years.
Operating via Hindustan Coca-Cola – a bottling entity owned by the soft drink giant – the company has been testing the service Coke2Home.com in the Ahmedabad region.
Grocery companies have already started to move online in a step that could be considered unavoidable, but Coca-Cola are the first FMCG to take to the internet and offer their products via an online portal.
There are still challenges to be dealt with, especially when it comes to delivery and distribution. Bringing its trade partners into the mix could be one way for the beverage manufacturer to reduce the delivery costs incurred during the last-mile – normally the most expensive part of the delivery process.
If the company can pull off a move into the online delivery space and still remain profitable, it could set the trend for other in the country who are looking to take a slice of the e-commerce pie.