[Interview] Online store revenue is 2x marketplace revenue, online seller Jasdeep shares his ecommerce journey

Pooja Vishant | Sep 10, 2020

From the miomnid 90’s, Indersons was a renowned electrical wholesaler in Delhi. However, by 2010, the owner Jasdeep Singh Dawar and team felt the need for web presence. They set up a basic website www.indersonsindia.com with the unique proposition of more than 150 price lists from 30 different principals, which could be updated dynamically. This part of the website became popular, which generated a lot of leads and business.

An ecommerce business model seemed lucrative at this point. Work on the new ecommerce portal started in May 2013 and the formal website, www.bestofelectricals.com was launched in February 2014.

In this IOS exclusive interview, 51-year-old Jasdeep tells lets us into their ecommerce journey from Indersons offline to www.bestofelectricals.com.

First to launch Electrical Wires category on Snapdeal and Flipkart with Finolex brand

First Products:

  • Protection devices like RCCBs, MCBs
  • Fans
  • LED lights
  • Modular switches
  • Wires

Although it’s been a profitable business from sales point of view from day one, we are yet to break even keeping the operational expenses in mind.

Extra documents to sell electrical products online?

Some states have restrictions for purchase from outside the state and may require Road Permit or other similar forms to be provided by our clients to import the material into the state.

Early difficulties and challenges

  • Getting traffic to site has been challenging from day one and continues till now.
  • Ensuring right pricing of the products, keeping in mind the repeated changes in our trade.

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Future challenges

  • Enhancing website visibility and traffic
  • Site performance and user friendliness
  • Right tech skills to steer the website to new generation
  • More products to sell

Online store vs Online marketplace

Although both have been favourable for loyalty, and us, our own store sales gives a different kick and a much higher level of customer connect.

Advice to new sellers

  • Online presence is very necessary – but depends on your products and business model as to what mode of presence between your own storefront and marketplace will be better.
  • Website user friendliness, simple design and CONTENT will go a long way in making people come back.
  • Involve an efficient organic SEO expert and once budgets permit engage in digital marketing.

Honest opinion about ecommerce

Certainly something that attracts customers by the hordes but the absence of touch-and-feel needs to be addressed. That’s why omni-channel and offline experience centres are gaining popularity, so that customers can walk in and see the products before buying.


About Author

Pooja Vishant

Pooja Vishant

After dwindling with her family business, into travel and hospitality, for more than 3 years, Pooja Vishant found her true love in writing. Happy-go-lucky and cheerful, she loves pink; so pink is the way to go if you want to get into her good books. The Associate Editor keeps track of even a leaf that has moved in the ecommerce world!


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