Article

E-commerce Retention Benchmarks India

MoEngage · moengage.com Free Intermediate India

MoEngage is a Bangalore-founded engagement platform used by Flipkart, Domino's and hundreds of Indian D2C brands, and this report gives real India-specific churn and retention numbers instead of generic global benchmarks.

  • Indian e-commerce apps see over 60% uninstall within the first week if onboarding/retention isn't engineered well.
  • A large share of churn happens in the first 24 hours, the earliest touchpoints matter disproportionately.
  • Retention compounds: transaction frequency and retention rate move together, not independently.
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It answers 2 questions

  1. Should I use Klaviyo, WebEngage, MoEngage, or something else for email and retention marketing?
  2. How much revenue should email actually be driving for my D2C brand?

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