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audience. For instance, Nykaa in the beauty space largely targets women in the age group
of 22–35. For online furniture brand Pepperfry, the core audience is generally the 35–45-
year old segment along with added focus on the mid 20s to mid-30s segment.

Provide a better omni channel experience

Several verticals that have seen the emergence of large companies have adopted the
omnichannel model. This is largely due to the fact that products in these verticals are touch-
and-feel, wherein consumers value the ability to go to a physical store and experience

online. Nykaa, Pepperfry and Lenskart are classic examples of digital platforms having
strong physical presence.

Discovery-led edge
Several verticals
Most sub-categories on vertical e-commerce platforms are displayed pictorially, and
that have seen

new products and their features, applications, etc. Companies such as Pepperfry derive the emergence of
more than 90% of engagement from discovery rather than pure search. For discovery large companies
purposes, Pepperfry leverages AR/VR and modelling, emphasises merchandising, 3D have adopted the
images and video content, not to mention how products can be assembled—intricacies omnichannel model
that horizontals do not and cannot get into.

Discovery Search
Consumer looking for ideas, solutions,

Education of the consumer is the key focus Transactions completion is the key focus
Consumers spend higher amount of time Time spent is lower as consumer focus is on
on understanding nuances completing transaction
Engaging, nuanced content is key to drive Relevant product portfolio and right price
engagement points are key to complete transaction

that try products and post their experiences or review products. Consumers prefer a more

for building visual appeal, camaraderie and, consequently, sales. Instagram, YouTube,
Tik-Tok, etc. have been major platforms for creating brand positioning and marketing.

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