festiveseasonshopping

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E-commerce is one of the fastest-growing sectors with many revolutionary innovations taking place at regular intervals. Customers are changing their behaviour of what, where and how they purchase, by shifting from conventional buying to online shopping. India has around 297 million online shoppers, and this number is expected to grow at a rate of 25% to reach around 372 million by the end of 2022. Despite the economic uncertainty due to the pandemic, the e-commerce sector has witnessed an uptick.

Festivals are associated with joy sharing and celebrations and festive sales have become a tradition in India contributing tremendously to the growth of online sales. While consumers in large metros are opting for online retail and e-commerce for their purchases, this trend is penetrating cities beyond the metros as well. The festive season has always been important to Indian shoppers and it has become more so in the post-pandemic. Consumers prefer to shop online due to the factors such as convenience, ease of product return, etc. During the previous festive season, more than 103% of shoppers shopped across new categories.

With the increase in overall household income and relative levels of savings, internet adoption and online buying will grow the involvement of consumers across segments over the next few years. The pandemic has led to reliance on more e-commerce platforms. Customers are resorting to cross-channel habits, and these interconnected experiences will lead to better interactions with the brand. The future of online shopping lies in utilizing multiple channels to reach out to the target audience.

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