Free Classifieds

www.olx.com

Naspers: India eCommerce Day

OLX India
10th October 2014 , Bangalore
Amarjit Batra, CEO OLX India

OLX Classifieds is part of larger Naspers group

Operations located throughout LatAm, EMEA, India and Asia

Operations in ~25
countries

India is the key market in overall OLX classified business

Source: Naspers corporate website

We are the classifieds platform that connects buyer & seller

And we are different to etail

Online Retail (B2C)

Classifieds (C2C)

Path to winning is one of heavy investment and patience...

INR bn

We are here

3. Establish Leadership

5 7 Yrs
* OLX India already completed 4 yrs of focus on this path
** In some European markets this has been achieved within 3-5 yrs
6

But winners take it all

Source : Alexa.com, Comscore.com, 2012 annual report Schibsted

Advertising led monetisation model

1. Value added Services

2. Advertising

Several types of revenues streams:

Brand advertisers in consumer goods
1. Top Listings
2. Highlights

3. Gallery
4. Rebumps Paid

Contextual advertising
Sponsorship deals

India operational landscape

Growth of digital advertising in India

India online classifieds market

40

100
Web
36

87

Mobile

14

80

30
65

INR bn

INR bn

30
25
20

21

60
49
6

37

40

18

28

15
22

10

56

2
43

20

20

74

26

33

0
2012P

2013P

2014P

2015P

2016P

2012P

2017P

2013P

2014P

2015P

2016P

Data sources: FICCI-KPMG Indian Media & Entertainment report 2013

Market Leaders
Horizontals

Jobs

Real Estate

Auto

2017P

We have cemented our place as market leader

2.Traffic

1. Brand awareness

2X vs
No.2 player

3.6x

Pageviews
Source : Comscore

Source : Google trends

3. Engagement

4. Mobile downloads (Mn)

10.3

2x vs
No.2
player

Time on site

Half vs
No 2 player

Bounce rate

2x vs
No.2
player

3x vs
No.2 player

App Downloads

PageViews/Visit

Source : Similarweb

Source : Google play

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OLX is also a leader in the auto category

Web PV compared with OLX
100%

42%
23%

20%
14%

Google Trends Auto Brand Awareness

Google Trends Brand Awareness

Data sources: Google Trends, PV data: from Similarweb for June 2014

11

OLX playa the role of C2C category creator

Focus on preowned goods

Localise
Communication

Sell side focus

Localised
communication

Extensive use of offline media

User generated content vs. sales driven model

12

Value of second hand For Sale Goods (non-auto)

Brown Money stuck in old unused goods in urban India

Source : OLX CRUST STUDY 2013

13

Focus on pre-owned goods

Outdoor campaign educating user to Sell Old before they buy new

The #1 marketplace for Used Goods collaborating with the #1 etailer, advocating the selling culture

14

Mobile first approach pioneered mobile classifieds

Offline

Distribution

(Pull, market making)

(Push, PoP)

Mobile Browsers
TV

App Stores

Radio

Ad Networks

Community Activations

Search
Social

Handset Preloads

15

Exponential growth in mobile

Total Pageviews (Web vs Mobile)

Avg Mobile
PV Growth ~
300% vs. LY

1 600

1 400

80%

90%
80%
70%

1 200

60%
1 000

50%
800

40%
600

30%
400

20%

200

10%
0%

2012

2013

2014
Web

Mobile
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.And in the process became part of the popular culture,

language and a household name
Students asking the
chancellor to be sold on OLX
in Kolkata!

Politicians were deemed sellable as well!

Bech-de has become

a verb for selling

Popular cricketer to be sold on

OLX after dismal performance

17

User advocacy and

testimonials

Thank You

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