The report stated that 31 per cent of online shoppers found shopping from online apps faster than buying from shops
Highlighting that while discounts have held the highest allure for online shopping, a report has revealed that 68 per cent of consumers indicate convenience and speed as the key motivation for shopping online. While for 61 per cent of consumers, offers and discounts are the biggest draw for online shopping.
The report stated that online shopping is no longer the male preserve (53 per cent) with almost equal female participation (47 per cent), extending equally across ecommerce and quick commerce with their shopping carts dominated by grocery, beauty, apparel and household items. The Ipsos Shopper Insights team has unveiled a comprehensive study titled, ‘Clicking Into The Future – Top Trends Driving India’s Online Shopping Surge’.
Indicating that ecommerce is breaking down geographical barriers, the survey showed that at least two in 10 consumers residing in small towns shop online. It added that while the urban shopper predominantly shops for groceries online, apparel purchase was higher among tier 2 or 3 towns. 31 per cent of online shoppers found shopping from online apps faster than buying from shops. This trend was higher among Gen X (41 per cent), as per the report.
“We are witnessing an unprecedented shopper traffic towards online shopping, across demographics and length and breadth of the country, across big towns, small towns with ecommerce, getting a further impetus through quick commerce, highlighting a heightened emphasis on convenience and speed,” stated Archana Gupta, Country Service Line Leader, Market Strategy and Understanding and Lead Shopper Insights, Ipsos India.
Access to product information and reviews is dictating consumer choices, leading to informed decision-making. 54 per cent of online shoppers claim to read reviews always before they consider decision-making. While 40 per cent claim to read reviews sometimes, before decision-making, as per the report.
The boom in specialised platforms or vertical players is reshaping ecommerce. 60 per cent of online shoppers mention using quick commerce sites like Blinkit, Zepto, Swiggy Instamart. The report highlighted that presence across platforms and a clutter-free approach holds the key for the brand to be noticed.
