Nitin Bawankule, one of the coolest #CAS16 speakers, is the Industry Director (E-commerce, Retail, Online Classifieds, Technology, Education and Government) @ Google India.

In another life, he was Director in Dell for Asia Pacific Japan Region managing Software and Peripherals portfolio. His earlier roles include Regional Sales Manager in Motorola and Sales Manager in Whirlpool and Godrej-GE Appliances.

We asked him 5 questions around ecommerce trends and challenges in 2016 and here’s what he had said. Ecommerce brands, pay attention!

1. What will be the biggest change in e-commerce in 2016/2017 in India?

Rise of categories like “Beauty & Personal care” & “Home furnishings & Furniture”. While the former could be the second largest searched for shopping vertical by the end of this year, the latter continues to be the highest growing category in search volumes.

2. What is the biggest challenge for e-commerce companies in India?

We are in the age of dynamic ZMOT (zero moment of truth). Today’s millennials are constantly online across multiple devices and platforms. 45% are on their smartphones while watching TV. E-tailers have to constantly tailor their messaging and offering to target the millennial at multiple relevant points spanning the consideration-research-purchase journey.

3. How will ecommerce in India change with the millennials?

Millennials’ have less inhibitions about online retail. This will have a huge impact on the emergence of verticals like groceries, auto and precious jewellery. An increase in buyer penetration will encourage more sellers to come online as well.

4. So, which mobile phone do you use?

Nexus 5X.

5. One reason delegates must not miss your session #CAS16?

It will be a one-stop session for Google’s insights on India’s Internet ecosystem & eCommerce landscape with the latest information available.