Will you buy mutual funds from e-commerce websites?

Published: January 13, 2016 at 8:24 am

Last Updated on

SEBI will soon make it possible for investors (shoppers?!) to buy mutual funds via e-commerce websites. A discussion on the pros and cons of such a move with a poll which I request you to participate in.

Why are they doing it? 

One word – costs!

If the cost of acquiring a customer is Rs 1,500, you need a mutual fund portfolio of at least R3 lakh for it to be profitable for the mutual fund—that, in turn, reduces the target market to around 3-4 million households. If acquisition costs can come down to Rs 100, you need a break-even portfolio of Rs 20,000 and can now target 34 million households; at R10, the break-even is Rs 2,000 and the target is 105 million households.

Nandan Nilekani, Head SEBI Committee to suggest ways to reduce mutual fund cost structure. Source:  Mutual funds go online

How does it work?

To be frank, the details are not yet clear. However, some observations can be made from what is known in public space, which allows us to discuss pros and cons.

Both regular and direct plans can be purchased via these sites.

Let us imagine how such an online purchase can be made:

  1. An investor types, “Best mutual funds 2016” in Google.
  2. E-commerce sites have ad displayed prominently for the above keyword.
  3. The user clicks on of the ads and is directed to an e-commerce site.
  4. The site displays a list of ‘top’ funds using, say CRISIL rankings with a ‘buy now’ icon next to each fund.  The funds are arranged category-wise.
  5. Now each category is a product for the e-com site. Each AMC offering the product is a seller.
  6. When the user clicks on the product or on a particular fund, s/he makes a choice.
Will be we seeing such signs next to mutual funds soon? This is a screenshot from Flipkart

For direct plans, the arrangement is simple. The e-com site has a tie-up with the AMC. Perhaps the AMC will sacrifice some profit (to the e-com site) for higher purchase volume. This makes it simple as the investor will not pay a processing fee.

Alternatively, a processing fee for online convenience provided is also possible (or both!).

For regular plans, the distributor is the seller.  This complicates matters because an AMC will sell only its own funds. A distributor can sell funds from any AMC!

So the investor wanting to buy regular plans will first choose the distributor –> category –> AMC(?) –> fund. Profit sharing can be as mentioned above.

Will such a move benefit distributors at all? The biggest enemy for a distributor is visibility and exposure to the direct plans. This is increasing day by day. SEBI is against distributors offering financial advice.  So the writing is on the wall – direct is the future.

The key aspects of e-commerce are convenience and cost. Therefore, investors are likely to choose the direct plans even if they start with regular plans.

So obviously, most distributors are not happy about this move. Few think they can expand with a tie-up with the e-commerce portal. I think that is a long shot.

What about investors? Will they buy/should they buy from e-commerce sites?

Hate ads but would like to support the site? Subscribe to our ad-free newsletter and get beautifully formatted full articles delivered to your inbox!

I think the e-commerce websites have the money to provide a portal with modern conveniences. They are likely to have an E-KYC feature.

Therefore, for the new mutual fund investor, buying via e-commerce portal could be a good idea,  provided their holdings can be accessed via an AMC or MFU account any time they want. I think this should not be a problem.

For existing mutual fund investors, the e-commerce solution may not be appealing.

Will the e-commerce portal allow consolidation of existing portfolios? This will cost them time and money. Even for an AMC funded portal like MFU, this task is proving to be far from straightforward.

Even if they don’t, once a purchase is made from the e-com site, it should reflect in my AMC account or MFU account. If it does then perhaps I would like to give it a try. That is the e-com portal can be treated as a place to buy funds, consolidation is done elsewhere.

What about redemptions? Would these portals allow these? A full-fledged account which allows two-way traffic (buying and selling of units) will be necessary.

Robustness: Once in a while, online transactions will fail (can be set right by contacting either Bank or seller). My experience is that e-commerce portals tend to be more robust in this regard than AMC portals (just my experience).

Support: Mutual fund transactions are quite different from the typical things that people buy online. So the support for such transactions requires training. This has to be provided by the AMCs or RTAs. This is a make-or-break aspect of e-com fund purchase. If support is not good enough, social media could effectively spread negative opinions about e-com fund buying.

Will AMCs also provide support?  For typically e-com transactions, the dealer does not provide support. In this case, I think AMCs should provide independent support for any e-com transaction

What about costs? Convenience comes at a cost. So if we want this and that, we need to pay a fee – either a flat fee or witness a gradual increase in the expense ratio of direct funds to accommodate these expenses.

While it is prudent to watch developments in this space on the sidelines for a while even after it is up and running, I think it is indeed a good move by SEBI to make mutual fund buying easier. Like all things, this tool will evolve in time, typically for the better.

What are your thoughts on the subject? Will you buy mutual funds from e-commerce websites?  Do participate in the poll below.

[yop_poll id=”1″]


Do share if you found this useful
Hate ads but would like to support the site? Subscribe to our ad-free newsletter and get beautifully formatted full articles delivered to your inbox!

About the Author

M Pattabiraman author of freefincal.comM. Pattabiraman(PhD) is the founder, managing editor and primary author of freefincal. He is an associate professor at the Indian Institute of Technology, Madras. since Aug 2006. Connect with him via Linkedin
Pattabiraman has co-authored two print-books, You can be rich too with goal-based investing (CNBC TV18) and Gamechanger and seven other free e-books on various topics of money management.  He is a patron and co-founder of “Fee-only India” an organisation to promote unbiased, commission-free investment advice.
He conducts free money management sessions for corporates and associations on the basis of money management. Previous engagements include World Bank, RBI, BHEL, Asian Paints, TamilNadu Investors Association etc. For speaking engagements write to pattu [at] freefincal [dot] com

About freefincal & Content Policy

Freefincal is a News Media Organization dedicated to providing original analysis, reports, reviews and insights on developments in mutual funds, stocks, investing, retirement and personal finance. We do so without conflict of interest and bias. We operate in a non-profit manner. All revenue is used only for expenses and for the future growth of the site.
Freefincal serves more than one million readers a year (2.5 million page views) with articles based only on factual information and detailed analysis by its authors. All statements made will be verified from credible and knowledgeable sources before publication. Freefincal does not publish any kind of paid articles, promotions or PR, satire or opinions without data. All opinions presented will only be inferences backed by verifiable, reproducible evidence/data. Contact information: letters {at} freefincal {dot} com (sponsored posts or paid collaborations will not be entertained)

Connect with us on social media

Our Publications

You Can Be Rich Too with Goal-Based Investing

You can be rich too with goal based investingMy first book is meant to help you ask the right questions, seek the right answers and since it comes with nine online calculators, you can also create custom solutions for your lifestyle! Get it now.  It is also available in Kindle format.
Gamechanger: Forget Startups, Join Corporate & Still Live the Rich Life You WantGamechanger: Forget Start-ups, Join Corporate and Still Live the Rich Life you wantMy second book is meant for young earners to get their basics right from day one! It will also help you travel to exotic places at low cost! Get it or gift it to a young earner

The ultimate guide to travel by Pranav Surya

Travel-Training-Kit-Cover This is a deep dive analysis into vacation planning, finding cheap flights, budget accommodation, what to do when travelling, how travelling slowly is better financially and psychologically with links to the web pages and hand-holding at every step.  Get the pdf for ₹199 (instant download)  

Free Apps for your Android Phone

All calculators from our book, “You can be Rich Too” are now available on Google Play!
Install Financial Freedom App! (Google Play Store)
Install Freefincal Retirement Planner App! (Google Play Store)
Find out if you have enough to say "FU" to your employer (Google Play Store)

Comment Policy

Your thoughts are the driving force behind our work. We welcome criticism and differing opinions.Please do not include hyperlinks or email ids in the comment body. Such comments will be moderated and I reserve the right to delete the entire comment or remove the links before approving them.


  1. Will there be different NAVs for Regular, Direct & E-commerce options?
    If so, then why should a investor in Direct fund opt for E-commerce?
    So in my opinion, if there will be no difference in NAV vis-a-vis Direct option then i may think of opting for e-commerce provided they provide convenience.
    Even MFUtility which provides investing in multiple schemes with single transaction is facing teething problems. I did transaction thrice and every time the transaction failed after amount got deducted from my bank. However, they refunded my amount but i could not invest through that portal.

  2. What about costs? Convenience comes at a cost. So if we want this and that, we need to pay a fee – either a flat fee or witness a gradual increase in the expense ratio of direct funds to accommodate these expenses.
    Well if the cost is going to increase, why such move is required at all?
    Direct fund option by AMC started for the same reason to reducing cost.
    Also direct investor with AMC will suffer if AMC have to share profit with Online portals. Then why i have to be with AMC comparing to Distributor?
    Overall AMC should only give this a chance if this is ultimately going to help Direct Investor by minimising the cost of operation, Else Who will be benefited?
    My 2 Cents. I am disagree with this move.

  3. Sir, we had a conversation already on this subject. UTI – MidCap fund. e-com will be effective no doubt. If the NAV factor, I have mentioned, has to be considered seriously. In my opinion any body will compare the NAV and returns when Div declared. (I already explained with example a direct loss of Rs.500 within a span of 3 months.) If the NAV for direct is costing more, even after commission adjustment, it is not attractive. The Fund houses either deduct the appropriate commission charges from the NAV ( means lowering NAV) or charge the commission to the regular buyers ( charge the commission from the amount by issuing less number of units). Then more attraction towards the direct purchase or this so called e-comm feature will work out fast.

  4. I believe we need to see this from the next generation investors and how to make these financial products available to them…certainly e-commerce is a better way than what is available now.

  5. @pattu – Instead of the Ecom option, all AMCs can come together to design a single platform to sell all of their funds in direct mode. Platform development, maintenance and support can be outsourced. Once the platform is robust, AMCs can decommission their own investing portals and only have website to disseminate info and market funds.

    The tech provider may charge an annual fee to cover maintenance and upkeep costs, and stipulate a minimum investment of say, INR 2OK or 25K. Annual charges for portal could be INR 1K…

    Huge cost efficiencies here..

Leave a Reply

Your email address will not be published. Required fields are marked *