Technology reshaped e-commerce consumers experience in India: Havas Media’s whitepaper

Remarkably, there’s a geographical shift in shopping behavior from North to South. While 78% in the North and 80% in the West prefer a broader product range, 76% of consumers in the South and tier-3 cities lean towards budget-oriented shopping. Surprisingly, the study exposes that many from tier 2 and 3 cities end up spending more online than they would traditionally.

In terms of categories, grocery, personal care, fashion, and F&B stand tall as preferred online shopping domains. Conversely, appliances find themselves as the least-shopped products, while online medicine/pharmacy shopping has witnessed a remarkable 33% surge in the past year.

The study underlines the role of social media as the primary platform in India for brand discovery, capturing the attention of 44% of shoppers. Visual-centric categories like fashion, makeup, grocery, and smartphones thrive on platforms like Instagram, whereas the older generation still leans on Facebook.

The online shopping landscape thrives on the pillars of comfort and accessibility. For urbanites racing against time, it delivers the shopping experience to their fingertips, sparing them the city’s hustle and bustle. Simultaneously, it opens doors to a vast array of choices and enticing deals for those in smaller towns. Shoppers predominantly favor top India’s e-commerce giants like Amazon and Flipkart, drawn by their user-friendly interfaces, hassle-free returns, superior services, and high-quality products.

In a nutshell, e-commerce in India  is evolving, driven by the pursuit of comfort, accessibility, and great deals. It caters to diverse demographics, and user reviews, along with irresistible offers, continue to steer buying decisions. As online shopping becomes more accessible and versatile, it’s essential to stay informed about the ever-changing trends that shape the way we shop today.