Sep 20, 2024
By: Prerna Tyagi
Credit: iStock
Online shopping in India is not exclusive to the metropolitan cities anymore. Consumer preferences and habits differ widely across various regions and demographics. A recent PWC report sheds light on the diverse consumer behaviours of online shopping. Let’s dive into its key insights.
Credit: iStock
In the metros and tier-1 cities, speed is the foremost priority. Half of the consumers in these regions prioritise quick delivery above all else, valuing convenience and time. However, as we venture into tier-2, 3, and 4 cities, over 54% of shoppers are on the lookout for deals and discounts. It’s all about getting the best bang for their buck in these regions.
Credit: iStock
Across the country, women’s shopping habits have transformed with increasing financial independence. Their buying behaviour is evolving from group-based decisions to more personal choices, as they now prioritise their individual needs, regardless of the geography they are shopping from.
Credit: iStock
One area where shoppers in tier-2, 3, and 4 cities exercise caution is the health and wellness category. A striking 42% of consumers are hesitant to purchase these products due to concerns over fake reviews. Interestingly, despite these concerns, they still prefer buying these products online rather than in physical stores, where the authenticity of such products can be even more questionable.
Credit: iStock
When it comes to online shopping, over 60% of shoppers choose to shop through mobile apps rather than websites. Marketplace apps are particularly favoured for their variety, allowing consumers to browse multiple categories with just a few taps.
Credit: iStock
Before hitting the “Buy Now” button, most shoppers in India turn to YouTube for help. From product discovery to unboxing videos, YouTube has become the go-to platform for reliable information.
Credit: iStock
While city dwellers are shopping for groceries, electronics, and fashion, the rest of India has set its sights on categories like sports and fitness, home and kitchen, and health and wellness. As incomes rise in non-metro areas, spending on these categories is growing, showing that aspirations are shifting and expanding across the country.
Credit: iStock
UPI has become a preferred choice for urban and rural shoppers alike. However, in rural India, cash-on-delivery still reigns supreme. Gen X tends to opt for card transactions for larger purchases, while urbanites prefer the simplicity of Paytm wallets. The rest of India leans towards PhonePe due to its user-friendly interface. Interestingly, Gen Z prefers cash on delivery in tier-2, 3 and 4 cities.
Credit: iStock
No matter where they’re located, Indians continue to flock to online marketplaces. In urban areas, Amazon narrowly beats Myntra in the fashion race, while in rural India, Flipkart reigns supreme, with Meesho quickly gaining popularity. Fashion remains a key category, with consumers across all geographies turning to these platforms for the latest trends.
Credit: iStock
Gen Z is all about personalisation, mixing and matching styles from different apps. Early millennials prefer keeping up with the latest trends without too much fuss, while late millennials and Gen X focus on practicality and durability, showing loyalty to their favourite brands.
Credit: iStock
Many shoppers visit physical stores to check out products, only to make their purchase online later. This is especially true for high-value electronics, where consumers expect the convenience of online shopping to come with the same guarantees they’d find in an offline store. In rural areas, however, the local shopkeeper’s familiarity provides reassurance, especially with longer delivery times adding to the uncertainty.
Credit: iStock