{
  "name": "India E-commerce Benchmark 2026",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "methodology_url": "https://swcybernetics.in/press/methodology",
  "corrections_url": "https://swcybernetics.in/press/corrections",
  "as_of": "August 2026",
  "rows": [
    {
      "metric": "Amazon India ACOS, steady state",
      "value": "16-22",
      "unit": "percent of ad-attributed sales",
      "period": "FY2025-26",
      "source": "SW Cybernetics internal benchmark",
      "source_url": "https://swcybernetics.in/press/methodology",
      "notes": "Accounts we operate, excluding launch and event periods. Not a market average.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    },
    {
      "metric": "Amazon ad spend as share of marketplace GMV",
      "value": "9-12",
      "unit": "percent of GMV",
      "period": "FY2025-26",
      "source": "SW Cybernetics internal benchmark",
      "source_url": "https://swcybernetics.in/press/methodology",
      "notes": "Established listings only; new launches run materially higher.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    },
    {
      "metric": "Apparel return rate, Indian marketplaces",
      "value": "21-28",
      "unit": "percent of units shipped",
      "period": "FY2025-26",
      "source": "SW Cybernetics internal benchmark",
      "source_url": "https://swcybernetics.in/press/methodology",
      "notes": "Apparel accounts we operate. Varies with price point, size-chart quality and platform mix.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    },
    {
      "metric": "Revenue band at which brands move marketplace ops to an agency",
      "value": "5-15",
      "unit": "INR crore annual revenue",
      "period": "FY2025-26",
      "source": "SW Cybernetics internal observation",
      "source_url": "https://swcybernetics.in/press/methodology",
      "notes": "Reflects our inbound mix; not representative of all Indian D2C brands.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    },
    {
      "metric": "GeM: listing to first awarded order",
      "value": "60-180",
      "unit": "days",
      "period": "FY2025-26",
      "source": "SW Cybernetics internal benchmark",
      "source_url": "https://swcybernetics.in/press/methodology",
      "notes": "Onboardings we have run. Highly dependent on category and buyer department.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    },
    {
      "metric": "BIS CRS registration required before listing notified electronics",
      "value": "Mandatory",
      "unit": "regulatory requirement",
      "period": "Current as of 2026",
      "source": "Bureau of Indian Standards, Compulsory Registration Scheme",
      "source_url": "https://www.bis.gov.in/product-certification/registration-scheme/",
      "notes": "Statutory prerequisite for notified electronics sold in India, including online sales.",
      "methodology_url": "https://swcybernetics.in/press/methodology",
      "license": "CC BY 4.0"
    }
  ]
}