A wide range of product choices, convenience of ordering what you want while sipping a cup of coffee, and a slew of discounts has certainly made online shopping just another thing in an average Indian’s fast moving life. But what we buy, who are the people spending the most money and how much time we spend on e-commerce platforms like Amazon or Flipkart? A new report has some answers.
According to a new consumer survey from CyberMedia Research (CMR), Indians are spending multiple hours per week on these platforms. The survey was conducted in May 2023 covering 3006 consumers, across Delhi, Mumbai, Bangalore, Bhubaneswar, Nagpur, Coimbatore, Lucknow and Guwahati.
This city spends most time shopping online
Amongst Tier I cities, Bengaluru leads with the maximum of 4 hours and 2 minutes weekly on online shopping. When it comes to Indians from Tier II cities and beyond, they spend an average of 2 hours and 25 minutes per week shopping online and in the process, spend approximately 16% of their income.
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Women entrepreneurs and others spend 149 hours annually on eCommerce and 29% of them purchased value-for-money smartphones (Rs 15,000 to 20,000) online.
Gen Z shops more frequently online (51%) than millennials (47%), and two out of three consumers have spent up to Rs 20,000 on online shopping in the past six months.
Spending trends in Tier II cities
Tier II cities, including Guwahati, Coimbatore and Lucknow amongst others, lead in terms of time spent shopping on eCommerce.
Average spend on online purchase in the last six months by Tier II buyers (Rs 20,100) is nearly on par with the online spend by Tier I buyers (Rs 21,700).
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Average spend is the highest in Mumbai (Rs 24,200); Nagpur and Coimbatore also show similar growth trends in online shopping (Rs 21,600).
Most preferred e-commerce platform
In the past six months, 72% of consumers have turned to Amazon for online shopping. It is followed by Flipkart (70%), Meesho (30%), JioMart (20%), Reliance Digital (14%), Snapdeal (9%), Paytm Mall (8%), ShopClues (8%), Croma (7%) and Tata CliQ (6%).
Amazon (63%) reigns supreme in user satisfaction, followed by Flipkart (52%) and Reliance Digital (46%). The top three triggers for online shopping are attractive prices (57%), convenient return/ exchange processes (57%) and attractive offers (49%).
According to Prabhu Ram, Head- Industry Intelligence Group, CyberMedia Research (CMR), the competition is fierce amongst major players like Amazon and Flipkart, and niche market players such as Meesho and others, and conglomerates like Tata and Reliance are also competing in these markets.
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“Our research emphasises that Amazon, with its extensive and enduring presence across India, has the consumer trust and is their preferred choice,” he said.
What are Indians buying online
About 62% Indians said that they purchase clothing and accessories, 54% said they shop for gadgets and electronics and 33% said they buy grocery and gourmet foods.
Among electronic gadgets, the top three products bought online are smartphones (37%), headphones/ earphones (23%) and smart bands/ smartwatches (21%).
In smartphones, 5G smartphone adoption is gaining traction with 57% users wanting phones with support for next-gen networks.
About 24% are buying smartphones that cost upwards of Rs 20,000 and only 2% have bought affordable smartphones that are priced under Rs 7,000).
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Women buyers prefer battery life and fast charging (68%), audio quality (66%), camera (63%) and storage (63%). For mobile gamers, fast charging (67%) and long battery life (63%) are key.
When it comes to laptops, 61% people prefer anytime, anywhere work machines followed by learning (58%). In tablets, people prefer battery life (68%), 5G (56%) and OS (53%).
Price drives the wireless earphones (up to Rs 5,000) sales with preferred features, being volume control (81%) and built-in microphone (80%).
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