Flipkart’s 2GUD: An Ecommerce Marketplace For Refurbished Products

PV Vyshnavi PV Vyshnavi
Nov 19, 2020 7 min read
Flipkart’s 2GUD: An Ecommerce Marketplace For Refurbished Products

2GUD is a hypervalue platform that focuses on bringing us brand new, affordable and refurbished products across different categories. 2GUD allows you to explore products ranging from fashion, accessories, footwear, home décor, stationery and electronics in addition to the certified products. This ecommerce site targets the 2ndand the 3rd Tier markets and plans to evolve from a refurbished only platform to a complete customer offering with categories such as affordable fashion, accessories and home appliances.

Made available to all app users, the app has features that will allow customers to experience uninterrupted video shopping. Users can now follow digital influencers and keep a tab on the latest fashion trends, gadget reviews beauty tips and more. The video feed of the app is populated by several influencers which are specifically handpicked by the brand across different categories and topics.

Flipkart had launched refurbished platform 2GUD in 2018 after putting an end to the year-old strategic partnership with global ecommerce company eBay. Today, 2GUD is an independent value platform that has expanded its category offerings to cater to style conscious Indians who are looking for value. As part of a larger strategy to expand the benefits of e-commerce to the next 200 million customers, 2GUD, which is present across 40 plus categories, which will now expand to 150 plus categories.

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A Brief about 2GUD

Flipkart launched 2GUD in 2018, the shopping platform presently caters to over a millions customers across over 15,000 pin codes in the country offering product options from more than 600 verticals. The site has added new categories under the lifestyle umbrella include fashion, accessories, beauty, toys, stationery, home and electronics such as audio system and feature phones.

2GUD logo
2GUD logo

The head of Flipkart’s 2GUD Chanakya Gupta, says that, “the new business will also drive more customers many of whom are coming online for the first time. Flipkart is committed to bringing the next 200 million customers online and we see this development plays an important role in that.” With more than 500 million Indians relying on the Internet for their day to day life, shopping online has become an inherent choice.

According to Statista, over 2.14 billion people 2.14 billion people worldwide are expected to buy goods and services online by 2021. Whereas an IBEF report states that ecommerce in India is growing at a compound annual growth rate of 51% from 2017 to 2020 which is one of the highest in the world. Which is why sites like 2GUD come into the picture because it provides affordable products that also have a good quality.

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2GUD's Philosophy

2GUD offers value and convenience coupled with affordability and trust. The company focuses on providing refurbished products such as mobile phones, laptops, tablets, speakers, TV sets, streaming devices and more in over 40 product categories in all. 2GUD is India premium ecommerce marketplace for quality refurbished products. 2GUd stated out with over 100 plus sellers and aimed to expand as the platform grew.

2GUD interface
2GUD interface

Recently 2GUD upgraded by making at available as a mobile app as it looks to cater to the larger set of audience and shoppers. Currently 2GUD caters to almost a million customers from over 3,000 towns with around 60% to 65% of the orders coming from Tier 2 and Tier 3 markets. Now, 2GUD has expanded to create room for brand-new goods in over 150 categories. This includes women and kids’ fashion, accessories, toys, home, sports and stationery.

This makes the latest trends and styles available to you at the best value, making 2GUD a true Desh Ka Style Bazaar. By making use of a purchase journey that minimizes the seller-buyer interaction, 2GUD is able to add to its sellers rapidly, making more products available to you. Moreover, to offer a smooth, seamless user experience, 2GUD features only those sellers who adhere to stringent quality metrics in both refurbishment and operations. Additionally, quality checks are built into the journey at every step to ensure nothing but a satisfying customer experience.

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The role of Influencers in the growth of 2GUD

The users of the platform can follow different influencers on the app, who will curate products of their choice as part of a collection in the virtual store. While the videos allow influencers to showcase their selections across categories, customers can purchase any product features on the videos without having to more away from the interface, facilitating a seamless content to commerce experience.

The interface, social.2Gud.com is currently live for mobile phones and looks a lot like short video app TikTok with its swipe up or down feature icon placement and more. The social ecommerce startups leverage the user bases of social media platforms such as WhatsApp or traditional media platforms to build ecommerce solutions for its customers which are more friendly and personalized. Flipkart believes that often consumers face trust and style deficits, while shopping online.

2GUD influencers
2GUD influencers

Recommendations from an influencer play a critical role in helping the customer make a choice. “Influencers are changing the landscape of online retail and bringing greater opportunities for social commerce platform in India. With millions of followers across the country, they have the potential to impact consumer's buying decisions,” said Chanakya Gupta, Head of 2GUD at Flipkart.

Flipkart said in a statement that social commerce accounts for up to 20 percent of the online retail market, which is expected to hit the $70 billion mark in the coming decade. While the social commerce feature is currently launched on the app, 2GUD plans to expand the feature to their website as well.

Refurbished and more

Since its inception in August 2018, 2GUD has sought to replace uncertainty and doubt with trust and clarity when it comes to shopping for refurbished goods. After all, refurnished products sold on 2GUD go through 47 quality checks by professionals. So, when users are considered to buy a smartphones from 2GUD, users can rest assured that the camera, screen, battery performance and even the fingerprint sensor have been inspected for adherence to the highest standards. Every refurbished product comes with a warranty promise of 3 to 12 months.

2GUD’s refurbished promise is threefold which are:

  • Products that come with 3 to 12 month warranty.
  • Products which are certified and graded by professionals.
  • A convenient 10 day return policy.

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Target Audience of 2GUD

The new and improved 2GUD hypervalue platform is Flipkart answer to the needs of around 200 million price conscious customers across the country who prioritize value and affordability. So, whether it’s a fashion makeover or a flagship smartphone you’re looking for, shop on 2GUD for a pocket friendly smooth and hassle free experience. With the help of 2GUD Flipkart wants to particularly tap value conscious buyers across these geographies.

In 2019, the company decided to host fresh products across various segment like home and electronics to attract value conscious customers from smaller cities. It also aims to tap into the growing market of first time internet users, particularly from tier 2 and tier 3 cities. The company has assured that the products will be 50% to 80% more affordable than other marketplaces depending on the certification of the product.

The company was also looking to onboard with more than 100 sellers by the end of last August. Chanakya Gupta, the head of 2GUD said that, “While Myntra and Jabong cater to the top half of the demographic selling premium branded merchandise, Flipkart targets the branded premium to mass market, 2gud will be a notch lower. This is a key pivot for us as we are committed to building this as an independent brand.”

Competitors of 2gud

Since 2GUD social will leverage video content to sell products, it competes with sites like Meesho, Bulbul and SimSim. Walmart owned Flipkart is turning its refurbished goods portal 2GUD into an unbranded lifestyle and fashion platform that will compete with E-tailers like Paytm Mall and Snapdeal, as well as Chinese online apparel players such as Shein, Allexpress and Club Factory.

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