Online
shopping in India has hit a tipping point and is ordinary to see exponential
growth in 2013, says Google India. The search giant joint consumer interest
observed on Google search and online research conducted by TNS to come out on a
new report on online shopping in India. The report says online shopping in
India saw 128% growth in interest from the consumers in the year 2011 to 2012,
compared to only 40% in 2010 to 2011.
The
report also highlighted some barriers that deter people from shopping online -
the number one factor was inability to touch and try the goods before purchase,
fear of faulty products, fear of posting their personal and financial details
online and the inability to good deal were cited among the other reasons.
In
conditions of product categories, consumer interest on Google search for
apparels & accessories (30%) emerged as the second biggest product category
after consumer electronics (34%). The former is expected to become bigger than
consumer electronics in 2013 in terms of absolute query volumes. Other
categories that Indians searched for online were books (15%), beauty &
personal care (10%), home & furnishing (6%), baby products (2%) and
healthcare (3%). Baby products, home & furnishing and healthcare saw over
twofold growth and were also the fastest growing product category in conditions
of query volume on Google search.
Mobile
devices are also becoming a supplier in the surge for online shopping, with
Google witnessing twofold growth in number of queries from mobile phones in
2012 over the foregoing year. At present, 30% of all shopping queries in India
come from mobile phones.
Google
India's report says 90% of online shoppers are arrangement to buy more products
online. In conditions of top product categories ever purchased online, apparels
& accessories was among the top category (84%), followed by electronics
(71%), beauty & personal care (64%), books (62%) and household products
(61%). The research also highlighted that baby products (39%), health &
nutrition (43%) product category were also becoming popular with online buyers.
The regularity of purchase was also higher for categories like apparels &
accessories (34%), beauty & personal care (33%) products in comparison to
electronics (28%).
In
conditions of converting more users to shop online, online ticketing emerged as
the gateway, as it was easier to convert online ticket buyers to shop online.
Online ticket consumers were also likely to use higher average, as people spent
Rs 2347 on their first product purchase in comparison to Rs 1626 for others.
Online ticket buyers were also seen to be more comfortable with the use of
debit cards (24%), credit card (19%) and cash on delivery (55%). For regular
internet users - cash on delivery was the most chosen mode of payment (74%),
followed by debit card (18%) & credit card (5%).
Rajan
Anandan, vice president and managing director of Google India, said "By
looking at the trends in 2012, we expect 2013 to be a strong increase year for players
who're concentrating on fast growing categories like apparels & accessories
and niche product categories like baby products, home furnishings &
health-nutrition. We expect the growth to come from outside of top 8 metros as
was evident in our in recent times concluded Great Online Shopping Festival,
which saw over 51% of traffic from non-metros."
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