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
Optimize for mobile
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Build for digital
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.