Channelplay Case Study

Process Benchmarking for an E-commerce Marketplace

The client wanted to conduct mystery shopping exercise on 3 major e-commerce marketplaces - Snapdeal, Flipkart & Amazon. The objective was to understand and benchmark the end-to-end process from Order placement to Delivery & Post Delivery (Return/Exchange/Refund) process.

The sample covered was 600 audits (200 each marketplace) across:

  • 3 categories – Apparel, Home Décor & Electronics
  • 20 cities entailing Metros, Tier I & Tier II


  • Similar products were to be ordered across auditors to have a more effective process benchmarking across all players
  • Coordinating with large no. of auditors for process tracking as well as reporting
  • An appropriate audit to auditor ratio was maintained to avoid auditor fatigue
  • Adequate systems were established to enable real-time data collection and cleaning


Based on the research insights, the client evaluated its processes vis-à-vis other players in terms of:

  • Communication: Across overall Order to Delivery & Post Delivery processes
  • Timelines: Shipment, Delivery, Return, Exchange, Refund
  • Product quality & packaging evaluation
  • Logistics partners evaluation

Topics: Market Research