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Confectionery Business Consulting

Confectionery Business Consulting

What is Confectionery Business? Explained with Examples

Confectionery business is a type of business that deals in ready-to-eat or ready-to-use baked/confectionery items or food products like patties, pastries, sweets, cakes, bread, sandwiches, burgers, hotdogs, pizza, and other such confectionery shop items. Confectionary is classified into two broad groups: bakers’ confections and sugar confections. Bakers’ confectionery includes patties, pastries, cakes, and baked products like bread, pizza bases, etc. Sugar confectionery covers sweets, candies, nuts, chocolates, chewing gums, and other such sweetened products.

Here we are not emphasising giants like Nestle or Cadbury but local, everyday businesses like bakeries, pastry shops, home-based bakers, bread-baking kitchens, etc. which we, as customers, come across in our routine lives and sometimes also during events and occasions.

Successful Business Models in Confectionery Business

B2B: Confectionery Distributor/Wholesale Confectionery

In B2B confectionery distributorship, one business entity (a distributor) serves as a supply chain bridge between confectionery manufacturers and confectionery retailers. The underlying concept is the same as that of any other distributorship business model. There is a manufacturer and there are retailers, and then there is a distributor who plays the bridge between the two. For example, a local manufacturing brand may have no presence in the retail market but products of that brand are easily available in retail local bakeries and confectionery shops. There are distributors who carry the goods from this manufacturer and deliver it to retail outlets in relatively bulk or wholesale quantities.

This is a promising model in market regions where bakeries and pastry shops are mushrooming in congruence with favourable demographic factors. The concerned manufacturers in this model could also be MNC and domestic giants who deal in related confectionary items or confectionary products like chocolates, candies, mouth fresheners, etc.

Confectionery Food Outlet

A confectionary food outlet is different from a regular confectionary store. In a food outlet, customers can also eat. A food outlet requires more investment because seating/eating arrangements have to be made. A more comprehensive layout planning is required in it. The emphasis in food outlets is also on the element of service and experience. This model is highly suitable in areas where consumer behaviour and demand patterns substantiate outside eating habits. Ideal confectionery markets include areas close to educational institutions or ones popular for evening outings.

Retail Shop: Confectionery Shop

Retaining is one of the most straightforward business models in the confectionery industry. In comparison to confectionary food outlets or distribution warehouses, investments are relatively lesser in setting up and maintaining a confectionary retail shop.

If you are not eating outside, you want the food to be accessible more quickly and easily. The majority of demand for bakers’ and sugar confectionary products are routine and household by nature. And you would also not want to reach close to home and find the required product not available in the local store and then again go back to a bigger marketplace for the same. That is why proximity to residential areas and reliable availability of products is a make-or-break factor in the confectionery retail shop business.

Confectionery Manufacturing

Confectionery manufacturing is yet another proven food-based business model. Strictly speaking, it comprises businesses engaged in the manufacturing of confectionery products. These businesses may or not be engaged in the distribution network. A confectionery manufacturing business could also be started on a small scale. Manufacturing confectionary products like bread, cakes, pastries, and candies do not involve any heavy technological or industrial base. If the required skills and expertise is available, a small baking kitchen could be started with a small space and minimal investments. However, some potential challenges remaining confined to manufacturing are brand recognition, visibility, marketing, scalability, and expansion via integration in the value chain.

Confectionery Product

The confectionery product business model is a relatively new concept. Here, a business entity sources the product from a manufacturer and launches it in the market as a private label. Imagine that you are already a confectionery manufacturer. Now you want to get into the tea/coffee powder segment. But you do not have the expertise and infrastructure to make it happen. So, instead of building your own set-up, you collaborate with a manufacturer who deals in these products. If you already enjoy a good brand reputation in the confectionery market, it should not be difficult for you to push this new offering into the market. Many prominent local bakeries pick up this model for extending their offerings.

Challenges in the Confectionery Business Line


When you run a bakery or confectionery business, especially in the retailing format, you have to maintain an extensive range of merchandise. For example, if you sell bread, customers would also expect to find pizza bases in your store. If you sell patties and burgers, customers would also expect to find tea and coffee. To a great extent, the same applies to manufacturers and distributors as well. If you are a manufacturer, distributors will prefer to buy maximum merchandise from one SPOC to optimise their transportation and holding costs subject to their strategic business requirements. Think of it assuming yourself to be a distributor. If you are a retailer, you would want the entire daily inventory to reach your store in a limited number of arrivals which is possible only if your distributors have the best possible coverage of your inventory requirements.

Inventory Management

Bakery products have a very short life span. If we consider products like bread, patties, burgers, pastries, and cakes, confectioners cannot hold them for too long. A product that is made and not sold within its usage lifetime goes to the bin. Such wastage of products is higher on low-sales days. Confectionery businesses cannot take the risk of ignoring QA and QC standards.

Another important aspect of inventory management in the confectionery business is ensuring the upkeep of assets like microwaves, refrigerators, display lights, storage units, vending machines, and other such infrastructural requirements.

Confectionaries are sold in terms of both units and quantities. This makes the calculations more difficult. The problem then compounds into difficulties in stock measurement, demand forecasting, determining ROQs and ROLs, etc.

Unorganised Supply Chain

Supply chains in the candy and confectionery industry are often found in unorganised states. At local levels, it is common for businesses to experience inconsistencies in their supply chains. Many businesses and entities in the supply chain are not professionally managed. They do not have strong SOPs in place which gets reflected in their operations. The assets used by them are of poor quality. The absence of SLAs makes things worse. If your business is part of such a supply chain, you are bound to encounter chronic difficulties in fulfilling customer/client demand and delivering a good experience to them.

Competition from International Brands

As a customer, how many local brands have you seen that came up with chocolate products to compete against the likes of Nestle or Cadbury? The chances are thin to none. That is the case with packaged confectionery products like cakes, chocolates, or even nuts and sweets. Retailers and distributors have very little scope of trying anything out of the box here. They know what customers seek. And this demand spirals up in the supply chain. Local manufacturers too know the market risks of venturing into this segment.

Untapped Potentials

Gifting Experience

In the confectionery business, especially in the sweet-based product category, products like chocolates, cakes, and pastries enjoy a special emotional and symbolic status among all. Whether it is birthdays, wedding anniversaries, or any other event that brings people closer, sweets have always been the most popular medium to symbolically convey emotions. Brands like Cadbury have mastered this tactic. And there is no reason why your business cannot do the same. You have the tremendous benefit of local market penetration. This also gives you the advantage of offering and delivering freshly baked products to the doorstep of your customers.

Retail Chain Expansion

Many successful confectionary brands, bakeries, and such businesses, especially at the local or regional levels, do not seem to exhibit the intent for growth and expansion. Although this trend is changing, the intensity of efforts still at its best is lacklustre. Such brands and businesses can tap into the immense brand recognition they enjoy in their respective markets. They simply do not realise it very strongly yet. Another reason for the slow adoption of retail chain expansion is the lack of professional direction in the planning and implementation of such projects. If these two challenges are addressed, even a small or medium-scale business can become a regional and national brand.

Customer Experience

Barring a few confectionary startups, most traditional bakers and confectioners are still not doing enough on the front of improving customer experience. New-age entrepreneurs and the next generation of business owners very well understand the dynamics of marketing and the significance of delivering superior customer experience. The problem is for those enterprises that are reluctant to rope in the element of CX into their businesses. Not focusing on customer experience immediately puts such businesses on the back foot. You can no longer think on the same lines that worked 10 or 20 years back. Today’s customers simply would not embrace it. Also, when your competitors are providing a better experience to your customers, you cannot afford to stay behind. Minor differences in product quality will fall short to overcome major differences in CX strategies. And confectionery businesses should not confuse designer interiors and exteriors as the only aspect of customer experience.

B2C & B2B ECommerce

Is your confectionary business not online yet? If it is not, you might be missing out on increasing your sales. If you open any food aggregator or food delivery service app, you would see the presence of many local confectionary and bakery businesses. If you are not in one of those apps or not having your own website or app, are you not then denying your business the opportunity to reach out to your potential online customers and fulfil more orders? B2C selling via eCommerce is not a secret sauce. If you are not doing it, you might be keeping your business a secret from your customers. That means your customers cannot find your business online or order from your online selling channel and they will go and order from one of your competitors. The same logic applies to B2B eCommerce. But in B2B the stakes are even higher. You not only lose on getting more clients but also on working with more potential value chain associates.

Omnichannel Sales

Are you still selling via brick-and-mortar? Or do you think selling only via online selling will do the magic? ECommerce has touched every type of business. Confectionary business is one of them. But omnichannel is a step ahead of eCommerce. In omnichannel, you provide a seamless experience to your customers in their search-to-service journey. Today, buyers comprise people who extensively use the internet and smartphones for buying stuff. You should provide this feature and its flexibilities to your clients and customers. As confectionary business consultants, we can write you essays on why this applies to your business. But omnichannel is not just selling online. What you do in omnichannel is combine the offline and online selling channels. For example, you can fulfil home deliveries for online orders directly from your bakery kitchen while keeping the option of conditional exchange open at your stores.

D2C Brands

In the present day, many prominent MNC brands that have confectionary products in their product portfolio are making attempts to sell directly to their customers via their websites and apps. This trend marks a stark deviation from their traditional B2B mode of distribution. Although B2B remains their primary distribution strategy, they realise the benefits of reaching directly to their customers. The same strategy is equally apt for local and regional confectionery manufacturers. Done right, they can enjoy higher margins, implement better quality control, and generate or gain direct access to business data for analytics.

How YRC can help

We are a 10-year-old retail and eCommerce consultancy brand specialising in business solutions for start and scale with growing global footprints. In confectionery business consulting, we help startups and businesses refine and execute their business ideas and plans with planned and proven strategies and solutions. Highlighted below are our services relevant to confectionary startups and businesses.

Enter Retail

Starting a physical retail store has many foreseeable and hidden challenges. As retail and eCommerce consulting services providers, we always emphasise that without knowing the road ahead and jumping into the act leaves a business more exposed to those challenges and the consequences resulting from those challenges. Think of layout planning as an instance. You can start off with a casual layout plan but you will eventually realise that it is not serving your business priorities. Store layouts need consideration of several factors beyond the best utilisation of available space. Customer experience is one of them. After the installation of furniture and fixtures, you may have very little scope to make room to incorporate CX strategies. In setting up retail stores, we offer a comprehensive package of business solutions starting from business idea validation and business model development to operations planning and audit mechanisms.

Start ECommerce

The six broad areas where we help our clients in starting their eCommerce businesses are market research, business model, business strategies, operations planning, digital marketing, and business plan. These six areas nearly cover almost everything needed to start an eCommerce business on a solid foundation. The unique specifications and business requirements of each client are duly taken into consideration. Can you not do these things on your own? You can. But you will provide you with a jumpstart with our planned and proven solutions. Starting early helps you make the most out of the market opportunities.

Market Research & Strategy

Market research is an examination and analysis of a market to evaluate its suitability for a chosen business idea. Today, market research is a full-blown profession calling for specialised knowledge and expertise. In market research services, we carve out meaningful and actionable insights and information for improved business modelling and planning and formulation of business strategies. With a foundation understanding of the markets, it is easier for businesses to create workarounds for enhanced competitiveness and market reorientation.

SOPs for Retail & ECommerce

SOP is the language of mapping, planning, and defining processes and operations. Developing and implementing SOPs help organisations achieve executional accuracy and efficiency in all areas of operations including purchase and procurement, inventory management, quality control, production, order processing, order fulfilment, recruitment, financial operations, etc.

SOP development & implementation is one of our flagship capabilities. We follow a robust set of principles and processes in developing and implementing SOP solutions. The service design & delivery is executed by a team of SOP experts for retail & eCommerce.

Business Plan – Financial and Commercial Planning

A vital component of any business plan is accurate and reliable analysis and representation of the financial and commercial estimates. This is a universal requirement and no enterprise can dodge it. In addition to the routine areas of assessment areas like revenue, costing – CAPEX and OPEX, P/L, ROI, break-even, CAC, purchase and inventory calculations is a significant area of work in the confectionery business. Stock measurement is a tricky area of work for retail confectioners owing to products being sold in units and also in wholesome quantities. We address all these concerns in our business plan financial and commercial planning solutions. We develop estimates for different time periods for different financial and commercial components. These estimates also serve as a roadmap for future decision-making in the course of business.


If you assess that your confectionary brand or store now enjoys considerable recognition in the market and you want to convert it into business growth and expansion, we can help you take this goal forward via franchising. Or if you are interested in taking up a business opportunity as a franchisee, we can help you set up your franchisee business. Our franchising solutions cover:

  • Expansion Strategy
  • Franchise Evaluation
  • Business Plan
  • Operations Planning – Franchise SOPs, Franchise Operations Manuals
  • Agreements
  • Marketing
  • Audit

Let’s Talk!


    What is a confectionery business?

    Confectionery business is a type of business that deals in ready-to-eat or ready-to-use baked/confectionery food products like patties, pastries, sweets, cakes, bread, sandwiches, burgers, hotdogs, pizza, and other such confectionery shop items. Confectionary is classified into two broad groups: bakers’ confections and sugar confections. Bakers’ confectionery includes patties, pastries, cakes, and baked products like bread, pizza bases, etc. Sugar confectionery covers sweets, candies, nuts, chocolates, chewing gums, and other such sweetened products.

    How to start a confectionery shop? How to start a confectionery business? How to start a confectionery shop in India?

    The standard process of starting a confectionary shop or business has the following fundamental elements.

    • Assessment of any existing expertise or presence in the value chain
    • Business Idea Validation
    • Market Research – Competition, Pricing, Consumer Behaviour
    • Business Model Development, USP Definition, Value Chain Mapping
    • Business Strategies
    • IT Platforms and Infrastructure
    • Operations Planning, SOP Design
    • Business Plan
    • Audit and Control
    How to draft a confectionery business plan?

    A confectionery business plan is a summarised representation of the business vision, goals, objectives, and strategies. A vital component of any business plan is accurate and reliable analysis and representation of the financial and commercial estimates. In addition to the routine areas of assessment areas like revenue, costing – CAPEX and OPEX, P/L, ROI, break-even, CAC, purchase and inventory calculations are significant areas of work in the confectionery business.

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    We work only for Visionaries.


    The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

    In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

    Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

    Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

    YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.


    No matter how good your product is, the customer would know only if it looks good.

    Photography includes the following steps:

    • Cataloguing your products
    • Cataloguing your images
    • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
    • Choose the right camera & lens (You may also outsource the photography to a third party agency)


    Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

    Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

    These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

    Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

    This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.


    Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

    YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

    IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

    This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

    Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.


    • How many cities or countries you wish to sell in?
    • Where should your Warehouse be located?
    • Should you have one warehouse in each country or city?
    • Should you be having your own delivery team in your base city?
    • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
    • How should I manage the logistics if my goods are coming from different countries?
    • How should the goods be stored and barcoded?
    • How much space do I require for warehouse?
    • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.


    At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

    We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

    Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.


    This Step involves 03 distinct parts:

    Part 1: Choosing the right Platform:

    From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

    Part 2: UX Designing:

    “UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

    UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

    “As per statistics, 68% of the customers abandon the carts before payment”

    An interesting UX ensures the customer sticks on to the website for a longer time.

    Part 3: UI Designing:

    UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

    A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

    The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

    If User experience is the bare bone, user interface wraps it up with an attractive cape.

    At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!


    This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

    In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

    Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

    Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

    Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

    Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

    Production Sample is made before the production which is the replica of what is going to be finally produced.

    Once you are through with all this, you are good to go ahead & get your goods manufactured.


    Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

    Product Designing / Sourcing can be done in several ways, as follows:

    • In-house Design Team
    • Freelance Designers
    • Outsourced Design Team
    • Ready Product Sourcing (From Manufacturer or Wholesaler)

    At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

    These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

    If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

    Sourcing includes fabric, trims, lining & all the raw material required to build the garment.


    Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

    Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

    It is an integral part to attract the target audience.


    Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

    SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

    At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.


    Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

    CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

    CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

    At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.


    Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

    Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

    Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

    YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.


    Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.