More than nine out of 10 Indians feel real pleasure while shopping online, and among them, only half shop alone. Four-fifths do not want to share personal details and more than two out of three shop on their phones. Among people in the 18-24 age group, one-third of online fashion purchases are made from the comfort of their bed. These are some of the findings from a global retail study of online shopping.
India, along with Singapore, Hong Kong and China, lead global mobile commerce adoption, putting Asia ahead of the rest of the world in purchases over smartphones, according to the fifth edition of the Connected Commerce study by global marketing and technology agency DigitasLBi.
The study was conducted across 15 countries with a sample size of 1,000 web users per country aged 18-64.
For brand owners and retailers, having an app or online presence is important as 38.6% of people first search for product information on a retailerâ€™s website or app, said the survey, while noting that only 3.2% of shoppers head to blogs or forums first, to get product information.
To be sure, some of the habits of shopping online imitate the way consumers shop in stores. For instance, shopping is a family occasion in India. â€œAt least 2-3 people come together for one personâ€™s shopping to our stores,â€ said Gautam Singhania, chairman and managing director, Raymond Group.
Growth in Indiaâ€™s nascent e-tail market is being driven by smartphones. There are over 400 million Internet users in India, of which over 125 million are smartphone users. â€œThe new growth is largely being led by smart phones as the bandwidth increases and more people log online through their cellphones,â€ said Gautam Chhaochharia, head of India research at UBS Securities who estimates Indiaâ€™s etail market to be $50 billion by 2020.