B2B Marketplaces in India: Retention Beats Acquisition
Indian B2B marketplaces split into two camps: acquisition-led (Udaan, Shiprocket early days) burning capital on seller onboarding, and retention-led (Flipkart B2B, newer entrants) focusing on repeat transactions and unit economics. Retention works better here because buyer switching costs are naturally high.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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