From ‘checking discounts to YouTube reviews', here's how Indians shop online
Online retailers must minimize wares being returned According to Somick Goswami, Partner, and Business Transformation Leader, PwC India, the next phase of growth in e-commerce will be driven by consumers from tier 2, 3, and 4 cities because “online shopping provides a gateway for more brand choices as compared to physical stores". Flipkart to start same-day delivery in several Indian cities soon The PwC also pointed out that online shoppers largely rely on YouTube while buying a product because of the platfrom's content that comprises unboxing videos, usage experience, etc.
Further, the PwC India report highlighted disparities in e-commerce shopping patterns between urban and rural India. While urban dwellers are enticed by perennial discounts and the convenience of online shopping, consumers from the rest of India regions are driven towards online shopping by factors such as limited product availability and stockouts in local offline stores.
According to the report, 50% of consumers in metros and tier-1 cities value quick delivery, while for 54% of consumers in tier-2, 3, and 4 cities, deals and offers take precedence. India’s emerging e-commerce hotspots: Visakhapatnam, Ghaziabad and Faridabad "By embracing agility and a deep understanding of consumer dynamics, businesses can chart a trajectory of sustained growth and profitability.
When businesses get this right, they’re not just selling products; they’re creating experiences that people love and trust" - Prateek Sinha, Partner and Leader - Design and Experience Consulting, PwC India said. Both urban and the rest of Indian consumers displayed acceptance of the UPI payment.
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