While you are reading this, your online shopping package is on its way for delivery to your doorstep. So, what has been your most recent purchase online and how many times have you indulged in online shopping this week? These numbers may vary across India but a recent report by CouponDunia highlights the broad trend around online shopping in India. The research outlines the changes in consumer shopping patterns in the first quarter of 2015 as compared to the first quarter of 2014.
As portrayed by the device statistics for Q1 2015, mobile leads online shoppers with 70 per cent share, followed by desktop with 29 per cent and one per cent with tablets. As against the first quarter of 2014, the online traffic has increased 140 per cent, mobile traffic 430 per cent and average order value 40 per cent.
Contrary to the general perception, online shopping is not a just a trend for Indian women but men too. According to the research first quarter of 2015 clocked 75 per cent male shoppers against 25 per cent female shoppers. Further 52.3 per cent of men as mobile shoppers have surpassed the population of women online shoppers who use mobile to make a purchase. The highest number of shoppers are found in the age group of 25-34 years, i.e. 46.27 per cent.
Marketing pundits have also advised marketers to explore online shopping as an ideal course of action if they wish to unlock opportunities in Tier II and Tier III cities. According to the research by Coupon Dunia, 40 per cent shoppers of Pune raced 37 per cent shoppers of New Delhi. This is followed by 31 per cent in Gurgaon and 28 per cent in Banglore. The list of top Tier I cities also include Mumbai, Hyderabad and Chennai, and under the list of top of Tier II and Tier III cities, it has Ahmedabad, Noida and Jaipur.
However New Delhi walks away with the widest variety of online shopping activities such as recharges, consumer electronics, and beauty and heath. Meanwhile the list of favourite brands are lead by names such as Paytm, Domino’s Pizza, Flipkart, Fab Furnish and makemytrip.com. Additionally, despite reservations against digital wallets in India, Paytm as emerged as India’s favourite digital wallet brand.
In 2015, Paytm, Freecharge, and Ola Cabs have been the new entrants while Snapdeal hikes its share in online shopping in the first quarter of 2015. On the contrary, Amazon, Jabong, and Myntra witnessed a decline in their online shopping share during the quarter. Further mobile recharges replaced consumer electronics as the hot category under online shopping in the same period.