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Online shopping trends in India – what influences Indian shoppers to buy online?

what influences Indian shoppers to buy online

What influences Indian consumers when deciding to buy online?

More influential

  • Fast delivery
  • Free shipping
  • Easy returns
  • Sale, discount, or promo
  • Lowest price for item
  • Estimated delivery date and time
  • High-rated customer service
  • Brand/company based in-country
  • Customer item reviews
  • Cross-store price comparison
  • Bulk purchase discounts
  • Brand bought before
  • Reviews from family/friend

Less influential

  • Ability to chat with merchant
  • Store bought from before
  • Loyalty rewards program
  • Popularity on social media
  • Non-credit card payments
  • Easily share item w/ family and friends to get their opinion
  • Price per unit
  • Product availability
  • Customer store reviews

Selling to Indian consumers

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While cash-on-delivery and offline shopping remain primarily popular in India, the growing number of internet users in India increasingly prefer digital. UPI payments are expected to account for 50% of digital payments by March 2023.29 Increased use of smartphones, a younger workforce, and the entry of new digital players in the space will contribute to its popularity.

From Google/Kantar TNS, Global, Shopping Preferences Study, India on Consumers 18–64 who made a purchase in the past 6 months in each country.

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