75% of the Indian shoppers are aged between 18 to 44, reveals IPG Mediabrands in collaboration with Google. The report further revealed that 62% of online shoppers have medium to high household income. Additionally, five states – Maharashtra (16%), Delhi (12%), Karnataka (9%), West Bengal (9%), and Tamil Nadu (8%) – account for over half of online shoppers.
The report was conducted with 7000 consumers across India, focusing on 18 key categories. The report further reveals that social commerce is not ready to be a sales channel. However, it is becoming the most important point of discovery and influence. The findings highlight a notable increase in emergency purchases, with quick commerce significantly boosting transactions in categories such as food, groceries, and baby products. It also underscores the growing reliance on recommendations and reviews, particularly for high-value items like electronics and furniture, where shoppers increasingly seek expert opinions before making a purchase.
One significant finding is the resurgence of Direct-to-Consumer (D2C) marketplaces, as many brands seek greater control over their branded space and the overall user shopping experience. Consumers are increasingly drawn to D2C platforms, often due to the perceived quality and authenticity of purchasing directly from the source. Additionally, the study reveals that the Fashion and Beauty categories are leading the charge in social commerce adoption, fueled by the influence of popular trends, creators, and celebrities, making them the fastest-growing sectors in this space.
The report further highlights the growing importance of platform features such as recommended products, live chat, and online catalogs, particularly among younger shoppers who are more familiar with experiential and assistive functionalities. A key finding is that 92% of users expect some form of shopping experience or assistance feature when shopping online. Product recommendations play a crucial role in the discovery process and significantly influence purchasing decisions, with over two-thirds of shoppers indicating they have switched brands based on recommendations provided by the platform.
The report identifies several key pain points in the online shopping experience, with price being the most prominent concern for 21% of users. Following closely are issues related to shipping charges and delivery time, each cited by 20% of shoppers as significant frustrations. Product returns pose a challenge for 19% of users, while 18% express dissatisfaction with product availability. These issues collectively highlight the areas where online platforms need to focus on improving to enhance the overall customer experience. The report highlights the top reasons consumers switch platforms. Fast delivery leads, followed by free delivery and good customer service. Cheaper prices and an easy returns policy also play significant roles in influencing platform choice.
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