A Havas Media whitepaper titled ‘Shaping Consumer Experiences’ that delves into ‘How India Buys & How Tech is Shaping E-Commerce Adoption & Experience’ reveals that reviews on e-commerce sites impact purchase decisions the most, while influencers make the least impact on the parameter.
The whitepaper is based on qualitative (FGDs and personal interviews) and quantitative (computer aided web interviews) research among online shoppers and technology enthusiasts aged 18 to 45 years.It was conducted in collaboration with YouGov and NFX across 10 markets.
YouTube videos, Google and e-Com searches (and reviews), and TV ads scored high as sources of brand discovery, well ahead of influencers.
Consumers are also shifting from e-commerce marketplaces (aggregators) to D2C sites across categories, shows the study.
The number of female respondents who said they were buying directly from brand sites in make-up and beauty was 42 pc, up from 24 pc a year earlier. In F&B, the number of direct buyers from brand sites moved from 31 pc to 48 pc, shows the report.
The table above shows that there were significant jumps in grocery (23 to 32 pc), fashion (23 to 36 pc) and personal care (25 to 37 pc) as well.
Among factors that act as barriers to shopping online, the one thing that is of utmost concern across regions is concerns on quality.
This corroborates with the benefits of buying directly from brand sites outlined by respondents.
In an official statement, Mohit Joshi, CEO, Havas Media Network India, said, “The findings of this whitepaper emphasise the transformative power of technology in reshaping the retail landscape in India. As consumers embrace the convenience and possibilities offered by e-commerce, businesses must adapt to these changing dynamics. At Havas, we recognize the significance of these trends and remain committed to innovating strategies that bridge the gap between businesses and tech-savvy consumers. Our data-driven approach enables us to create resonant and meaningful connections, ensuring that brands thrive in this evolving business environment.”
Sanchita Roy, Chief Strategy Officer, Havas Media India, added, “Understanding the nuances of consumer behaviour at various city tiers is pivotal for brands to connect meaningfully with their audiences. The insights from this study underline the importance of localised strategies that align with distinct preferences. As the retail landscape evolves, customisation of marketing approaches becomes a powerful tool for capturing consumer loyalty and driving growth.”
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