The Online to Offline or O2O segment in India is heating up with Reliance planning to foray into e-commerce backed by its 7500+ offline stores and Paytm scaling down its Paytm Mall to focus on the O2O space, led by its acquisition of NearBuy. A recent report by The Boston Consulting Group pegged 5% of volume and 16% of value of purchases in the Indian retail space to O2O channels. The Indian customer is now smartphone savvy and uses the online world for discovery but prefers an offline experience before buying, especially in high ticket segments. The trend is clear with all major players now having offline presence, across every segment such as fashion (Myntra, YepMe), furniture (UrbanLadder, PepperFry), kids ...