How the promise of convenience is boosting customer loyalty and revenue streams

financialexpress.com:

By Srinath Sridharan

Indian e-commerce stands out as a testament to innovation, convenience, and quality, all delivered at a massive scale. From the bustling streets of Mumbai to the serene villages of Kerala, to thousands of pin codes in rural UP, millions of Indians have embraced the digital marketplace, finding a wealth of choices at their fingertips.

In an era dominated by digital interactions and increasing mobility where people are moving from city to city for jobs and travel, the unwavering assurance of genuine products backed by robust cybersecurity measures, safe payment gateways, and stringent data protection policies takes centerstage. If a guarantee is provided via the payment of a simple fee, it won’t be long before the larger population sees value in this, while embracing it positively. These consumers are known for their discerning eye when it comes to seeking value for their money, yet they willingly pay convenience fees for the enhanced ease and efficiency that various services offer. We are now witnessing a slow shift in behavior, where customers are willing to pay for a certain kind of guarantee – whether in product quality, speed of delivery or after-sales service. The acceptance of such a fee again highlights the premium customers place on comfort, trust and reliability offered by digital commerce platforms. The fee – mostly small and fixed in nature – is based on costs and, in some cases, also acts as a great nudge to have environment-friendly causes led by customers.

These customers have seen the compelling benefits that e-commerce and even hyperlocal platforms have brought them – an unmatchable selection of products and services delivered right on the doorstep in quick time. The timely